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Digital Marketing · Level 1 of 5 · Intro

The digital marketing map

Owned, earned, and paid media, and the customer journey.

Study notes

  1. Owned media is what you control, such as your website and email list. Earned media is coverage, shares, and reviews. Paid media is advertising.
  2. A simple customer journey: awareness, consideration, conversion, and loyalty.
  3. A conversion is the action you want, such as a purchase, a sign-up, a call, or a booked appointment.
  4. Your website is the hub. Most channels should send people to a page built for the action you want.
  5. Pick goals you can measure, such as leads per month or online sales, before choosing tactics.

Quiz: 6 questions

Choose one answer for each question, then check your answers. Score 5 of 6 to pass. Then enter your name and email to download a PDF certificate and have a copy emailed to you. Answers are graded in your browser.

1. Your email newsletter is an example of:

2. A news article mentioning your business that you did not pay for is:

3. A conversion is:

4. Which stage comes first in the journey?

5. Why set measurable goals first?

6. Most channels should send people to:

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