Scheda di revisione: Digital Marketing Fundamentals and Planning

📖 1. Digital marketing basics

🔑 Key Concepts & Definitions

• Digital marketing : Digital marketing consists of marketing efforts that use electronic devices or the internet to reach customers.
• Digital marketing tools : Set of common channels used in digital marketing such as website, SEO, SEM, email, social media, and mobile.
• Customer journey and experience : Customer path and experience shaped by online interactions that the course addresses alongside segmentation and targeting.

📝 Essential Points

• Digital marketing leverages electronic and internet-based channels like search engines, social media, email, and websites.
• Website, SEO, SEM, email marketing, social media marketing, and mobile marketing are listed as digital marketing tools.
• Digital marketing is connected to segmentation and targeting online through a dedicated lecture on the customer journey.

💡 Memory Hook

Tools = Website + SEO + SEM + Email + Social + Mobile.

📖 2. Marketing objectives and scope

🔑 Key Concepts & Definitions

• Sell objective : Sell describes using online marketing to grow sales through wider distribution.
• Serve objective : Serve means adding online value through extra benefits for customers.
• Speak objective : Speak is getting closer to customers through dialogue and participation, including user-generated content.
• Save objective : Save is reducing costs by limiting expenses linked to print, store operations, and rent.
• Sizzle objective : Sizzle extends the brand online by enhancing customers’ experience through interaction.

📝 Essential Points

• Sell, Serve, Speak, Save, and Sizzle are presented as five distinct digital marketing objectives.
• Digital marketing offers global reach by transcending geographical boundaries with minimal effort.
• Digital marketing enables personalization using data analytics to tailor content to consumer preferences, behaviors, and demographics.

💡 Memory Hook

5 S’s: Sell Serve Speak Save Sizzle.

📖 3. Communication channels and digital platforms

🔑 Key Concepts & Definitions

• Owned Media : Owned media are company-controlled platforms such as websites and blogs.
• Earned Media : Earned media are customer-driven channels such as reviews and shares.
• Paid Media : Paid media are advertising campaigns run on search engines and social media.
• Tone : Tone is how communication adapts to a platform’s context such as formal, casual, or professional style.
• Voice : Voice is maintaining consistency in the brand personality across content.

📝 Essential Points

• Owned, earned, and paid media are defined respectively as company-controlled, customer-driven, and advertising-based channels.
• Digital platform consistency is described through Tone, Voice, Messaging, and Storytelling.
• Interactive content examples include quizzes, polls, and augmented reality experiences to boost engagement.

💡 Memory Hook

O-E-P: Own it, Earn it, Pay for it.

📖 4. Project teams and field study planning

🔑 Key Concepts & Definitions

• Field study place : A specific city location you like that is preferably hidden from mainstream tourism and becomes your project site.
• Teams of 4 members : Team structure where each project team is composed of four members.
• One team per place : Constraint that only one team is assigned to each chosen field-study place.

📝 Essential Points

• Each team member must join the Moodle group for the chosen place, and you must record all team members’ names.
• You should explore the place online to understand what it is, how it feels, and whether and how it is currently marketed.
• Field study planning requires deciding what to know and who to look for, preparing questions, choosing timing and duration on location, and planning interviews and key respondents.

💡 Memory Hook

4 people, 1 place, plan interviews early.

📖 5. Project phases and deliverables

🔑 Key Concepts & Definitions

• Situation analysis : Deliverable phase where the team gathers and analyzes data to understand the chosen place’s current situation.
• Tactical action plan : Deliverable phase that turns strategy into practical actions to be implemented.
• Key performance indicators : Deliverable phase that defines measurable indicators used to evaluate results.

📝 Essential Points

• The project phases are situation analysis, a strategy, a tactical action plan, and key performance indicators.
• Situation analysis uses secondary data analysis from sources like the place’s website and social media, plus formal and/or informal interviews.
• Day-by-day structure assigns secondary data and introduction to February 2 morning, interviews to February 3, and positioning and marketing place-mix analysis to February 2 afternoon.

💡 Memory Hook

S-A-T-K: Situation → Strategy → Tactics → KPI.

📊 Synthesis Tables

Communication media types

Type	Control	Examples
Owned media	Company-controlled	Website or blog
Earned media	Customer-driven	Reviews or shares
Paid media	Advertised	Search engine or social media campaigns

✅ Exam Checklist

1. State the definition of digital marketing and list the digital channels it uses (including search engines, social media, email, and websites).
2. List all digital marketing tools named in the course (website, SEO, SEM, email marketing, social media marketing, mobile marketing).
3. Match each objective to its meaning: Sell, Serve, Speak, Save, and Sizzle.
4. Explain how digital marketing scope covers global reach with minimal effort and personalization through data analytics.
5. Describe the five-part platform consistency framework: Tone, Voice, Messaging, Storytelling, and Interactive content.
6. Classify communication media into Owned Media, Earned Media, and Paid Media with at least one example each.
7. Plan a field study by stating what/whom you will look for, what questions you will ask, timing/duration, and how many interviews and key respondents are needed.
8. List the required project phases in order: situation analysis, strategy, tactical action plan, and key performance indicators.