Digital Marketing Introduction to Digital Marketing Syllabus

Introduction to Digital Marketing syllabus — full chapter and topic list

Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for Introduction to Digital Marketing in Digital Marketing, not a summary of it.

1. 1

   Overview

   3 topics

   • Definition and Importance
   • Traditional vs. Digital Marketing
   • Current Trends
2. 2

   Digital Marketing Channels

   3 topics

   • Owned Media
   • Paid Media
   • Earned Media

Introduction to Digital Marketing flashcards for Digital Marketing

23 of 51 cards from the Introduction to Digital Marketing deck — real questions with worked answers.

1. What is digital marketing?

   Digital marketing is the promotion of products, services, or brands using digital channels and technologies — such as search engines, websites, social media, email, and mobile apps — to reach and engage audiences online.

2. Define marketing in its broadest sense.

   Marketing is the set of activities and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society at large.

3. Why is digital marketing important for modern businesses?

   It offers global reach, precise audience targeting, measurable results, lower cost than traditional media, real-time interaction with customers, and the ability to personalize messaging at scale.

4. Name four key advantages of digital marketing over traditional marketing.

   Measurability (trackable metrics), targeting/personalization, cost-effectiveness, and two-way interactivity/engagement with the audience.

5. What does 'measurability' mean in digital marketing?

   The ability to track and quantify campaign performance in real time using metrics such as impressions, clicks, conversions, and ROI, allowing data-driven optimization.

6. What is a conversion in digital marketing?

   A conversion is a completed desired action by a user — such as a purchase, sign-up, download, or form submission — that fulfills a campaign's goal.

7. Define 'target audience.'

   The specific group of consumers, defined by demographics, interests, behaviors, or needs, that a marketing message is intended to reach and influence.

8. What is the formula for Conversion Rate (CVR)?

   $$\text{CVR} = \frac{\text{Number of Conversions}}{\text{Total Visitors (or Clicks)}} \times 100\%$$

9. What is the formula for Return on Investment (ROI) in marketing?

   $$\text{ROI} = \frac{\text{Net Profit}}{\text{Cost of Investment}} \times 100\%$$

10. What is the formula for Click-Through Rate (CTR)?

    $$\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100\%$$

11. What is the formula for Customer Acquisition Cost (CAC)?

    $$\text{CAC} = \frac{\text{Total Sales \& Marketing Cost}}{\text{Number of New Customers Acquired}}$$

12. What is the formula for Return on Ad Spend (ROAS)?

    $$\text{ROAS} = \frac{\text{Revenue from Ads}}{\text{Cost of Ads}}$$

13. How is Cost Per Click (CPC) calculated?

    $$\text{CPC} = \frac{\text{Total Ad Cost}}{\text{Total Clicks}}$$

14. How is Cost Per Mille / Cost Per Thousand Impressions (CPM) calculated?

    $$\text{CPM} = \frac{\text{Total Ad Cost}}{\text{Impressions}} \times 1000$$

15. What is Customer Lifetime Value (CLV or LTV)?

    The total net revenue a business expects to earn from a customer over the entire duration of their relationship. A simple form is $$\text{CLV} = \text{Average Order Value} \times \text{Purchase Frequency} \times \text{Customer Lifespan}$$

16. What LTV:CAC ratio is generally considered healthy for a sustainable business?

    An $\text{LTV}:\text{CAC}$ ratio of about $3:1$ is considered healthy; below $1:1$ the business loses money on each customer.

17. Define traditional marketing.

    Marketing conducted through offline, conventional channels such as television, radio, print (newspapers, magazines), billboards, direct mail, and telemarketing.

18. List three common channels of traditional marketing.

    Television/radio broadcast, print media (newspapers and magazines), and outdoor advertising (billboards, signage).

19. What is the main difference between traditional and digital marketing in terms of communication direction?

    Traditional marketing is largely one-way (broadcast) communication, while digital marketing is two-way and interactive, enabling real-time audience engagement and feedback.

20. Compare traditional and digital marketing on measurability.

    Traditional marketing results are hard to measure precisely (estimated reach), whereas digital marketing offers exact, real-time metrics like clicks, conversions, and ROI.

21. Compare traditional and digital marketing on cost.

    Traditional marketing usually has high upfront costs with broad reach, while digital marketing is generally more cost-effective, scalable, and accessible to small budgets.

22. Compare traditional and digital marketing on targeting capability.

    Traditional marketing targets broad, general audiences, while digital marketing enables granular targeting by demographics, interests, behavior, location, and device.

23. Compare traditional and digital marketing on speed of adjustment.

    Traditional campaigns are slow and costly to change once launched, while digital campaigns can be paused, edited, or optimized instantly based on live data.

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