Question

Question 1 answer the following questions:

1. What is digital marketing?

2. How does digital marketing differ from traditional marketing?

3. What is the difference between SEO and SEM?

a. What are the basics a business needs to understand about SEO?

b. What are the basics a business needs to understand about SEM?

4. How does remarketing work? How is remarketing different from banner ads?

5. How is mobile changing viewing consumer’s habits overall?

a. What tips do you offer to a business to create simple and effective messages for mobile devices?

6. Explain Key Performance Indicators that matter for a digital marketing strategy.

7. What are some of the jobs available in the digital marketing industry?

Answer 1

Q1

Digital marketing is a marketing approach that relies on the internet to connect with their audience through various digital and media channels and platforms. It encompasses various digital channels such as content marketing, SEO, SEM, email marketing, social media marketing, mobile marketing, etc. These digital channels make it easier for businesses to guide their prospects through their purchase journey while being in touch with their customers.

Q2

The main difference between digital and traditional marketing is the medium used to reach and convey to the audience. Traditional marketing uses traditional media such as newspapers, magazines, billboards, television, etc. while digital marketing uses digital mediums such as websites and social media platforms. In the case of traditional marketing, it is difficult to reach the target audience and, moreover, it is difficult to know if the goals have been achieved since tracking is not well defined. Digital marketing, on the other hand, can provide greater engagement since analytical data is available and it also possible to revise the advertising strategy if the required target is not achieved.

Q3

· SEM search placements include an “Ad” designation while SEO does not. Search results that occur as a result of SEM or SEO look different on search engines. Paid advertisements that receive placement by SEM are identified as an ad, whereas it is not identified as the same in the case of organic SEO.

· SEM search results have ad extensions that allow the addition of links, phone numbers, and callouts, while SEO search results have featured snippets.

· SEM results are paid and the business is charged every single time that the user clicks on the result. Therefore, it requires the budget to be steady and continuous. On the other hand, the business is never charged when the user clicks on an organic SEO result.

· SEM results are shown to a specific targeted audience while through SEO, it is not possible to specifically choose who will view the results.

· With the help of paid SEM ads, the results can be displayed to the audience in no time. Conversely, SEO is acquired over a long time and hence it can take months before an SEO strategy shows its results on a search engine.

Q4

In digital marketing, remarketing is the practice of displaying ads to people who have visited a particular website. It allows a company to follow people to serve ads on the websites and platforms that they visit. When someone visits a website, a few lines of code from the retargeting partner drops an anonymous cookie in the browser of the user. The cookie stores bits of data and tracks the site without storing any private information. The cookie tells the ad platform when the user visits another site. The brand then uses this information to specifically display ads to those sites.