1.6 : Introduction to Core Concepts
What is the Digital Economy?
Colin Telford, Managing Partner, The Candidate Ltd, UK
For us, the digital economy is the opportunity – it’s everything that goes on within the digital world that produces the need for labour, and a resource for candidates and for employees that we provide.
What is the Digital Economy?
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
When you have always online presence online, as a client, and of course as an agency when you are signing the agency behind the client so you have more chances for other competitors to see your agency, and of course other people. And when we’re living in the digital era, it’s very easy for you to have new business and new opportunities.
So I think that agencies with a focus on the digital scope, it’s more easy for them to have a network of new clients and arrange the new business in comparison with old themes with a focus on only offline.
What is Digital Marketing?
Colin Telford, Managing Partner, The Candidate Ltd, UK
Digital Marketing for us is all of the different channels that we use and we adopt to be able to attrack clients and new business, and also attract candidates to using the services that The Candidate provides.
What is Digital Marketing?
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
For me, it’s marketing. But actually it’s how you can translate communication from the offline context to online. So it’s the same, it’s not rocket science, it’s pure communication.
What is Search Engine Optimization (SEO)?
Colin Telford, Managing Partner, The Candidate Ltd, UK
For us, Search Engine Optimization (SEO) is producing great content and climbing that the particular search rankings within the biggest search engines that exist. So it’s identifying keywords that our clients and our candidates will be searching for and having a strong presence within that particular page for them to engage with our business.
What is Search Engine Optimization (SEO)?
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
SEO again, for us, it’s one channel, it’s search – even it’s paid or even it’s organic, for us, is one channel. Search is a very important channel for advertisers looking for conversions. Not the best channel, let’s say, for brands looking for awareness or specific search goals, say like Coca Cola – they don’t need search, they have display or social media focus.
What is Social Media Optimization (SMO)?
Colin Telford, Managing Partner, The Candidate Ltd, UK
Social media optimization, for us, is ensuring that we are delivering the best ideas, the best creativity, and the best content to have a presence within the areas where our clients and our candidates are operating within the right social media platforms.
What is Social Media Optimization (SMO)?
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
Optimization is a term which applies in every channel and every advertising medium online, actually means how you can optimize not only your campaigns, not only your targeting options, but even your content – how you can change the content to be more suitable for your consumers, for your online fans, and increase engagement.
Additional materials
Digital Marketing jargon buster
Digital Marketing is full of terms that might have little or no meaning to you and your listeners – establishing a common understanding is crucial.
Here is a brief jargon buster edited by eConsultancy
References
Bonchek, M and France, C (2015) A Cheat Sheet for Marketers on the Future of Digital Platforms
https://hbr.org/2015/05/a-cheat-sh…
Wes Nichols (2013) Advertising Analytics 2.0
https://hbr.org/2013/03/advertisin…
Please follow these chapter 1 related links:
Why is Digital and Social Media Marketing important today and in the future?
1.1. Introduction to strategic planning
1.2 SWOT analysis
1.3. Developing SMART objectives for strategy and campaigns
1.4. Digital Business Maturity Model
1.5. The consumer journey to online purchase
1.7. Introduction to online branding