Digital Marketing Fundamentals: Essential Concepts and Strategies
Section 2: Short Answer Questions (2 Marks Each)
1. Define Digital Marketing
Digital Marketing is the practice of promoting products, services, or brands using electronic devices, digital channels, and the internet. It encompasses strategies like SEO, social media marketing, email marketing, and pay-per-click advertising to reach and engage targeted audiences online.
2. What is SEO?
SEO stands for Search Engine Optimization. It is the process of optimizing a website’s structure, content, and online
Read MoreUnderstanding Media Dynamics and Public Opinion
What Is Communication?
Communication is the creation and exchange of meaning. It involves sending and receiving messages through verbal and non-verbal transmissions. This can include writing, graphical representations, signs, signals, and behavior. Communication can occur between animals and humans.
Core Elements of Communication
- Sender: The source of the message.
- Encoding: The process of converting ideas into a message.
- Message: The information being conveyed.
- Receiver: The recipient of the message.
- Decoding:
Strategic Innovation Management Framework
Process 2: Innovation Strategy Planning
Objective: Ensure innovation strategy is aligned with business and sustainability goals.
- KR1: Approve and publish strategy in Q2.
- KR2: Define 5 strategic innovation focus areas.
KPI: % alignment with corporate objectives, number of key results defined and tracked, budget executed to strategic innovation initiatives.
Input: Strategic goals, mission and CSR, insights from exploration phase, stakeholder needs and expectations, internal capabilities and resources,
Read MoreEssential Marketing Terms and Definitions
Email Marketing
Email marketing is a marketing channel, usually housed under digital marketing, that uses email to reach customers and promote current products.
Facebook Marketing
Facebook marketing refers to the act of marketing your business on Facebook, which remains a popular social media platform with over 3 billion monthly active users. On the site, you can use a balance of organic and paid advertising to reach potential and current customers.
The Four Ps
Successful marketing relies on the Four
Read MoreDigital Audiovisual Project Management: Strategy and Execution
1. Introduction to Digital Project Management
Project Manager: The professional who balances artistic vision with technical and financial efficiency to meet measurable goals.
The 5 Project Phases
- Initiation: Validating the idea, reviewing the script, assessing feasibility, and starting rights acquisition.
- Planning: Mapping out tasks, budgets, and timelines using tools like Gantt Charts.
- Execution: Releasing funds, organizing logistics, and creating media content.
- Control/Monitoring: Tracking progress
Mastering Public Relations and Strategic Communication
Unit 1: Introduction to Public Relations
- PR: Building relationships, mutual benefit, two-way communication, trust, and reputation.
- Propaganda: Manipulation, one-way communication, emotional influence, and maintaining power.
- Public Opinion: The collective opinions of society.
- Persuasion: Ethical influence, free choice, and mutual benefit.
- Manipulation: Lies or hidden intentions that benefit only the communicator.
PR vs. Advertising
- PR: Earned media, reputation, listening and speaking, and long-term relationships.