digital marketing fundamentals: supplement package downloads/dmf... · 2018. 3. 26. · digital...

DIGITAL MARKETING FUNDAMENTALS: SUPPLEMENT

PACKAGE

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1

Contents Digital Marketing Fundamentals: Supplementary Activities (Teacher) ................................................... 2

Digital Marketing Fundamentals: Supplementary Activities ................................................................. 10


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Digital Marketing Fundamentals: Supplementary Activities (Teacher)

Focus: Creating a Company and Integrating Digital Marketing Best Practices

Description: Digital Marketing Fundamentals introduces you to concepts, such as, branding, audience

and demographics, budgeting, and more. To gain a more in-depth understanding of the ideas presented,

you will be asked to create your own fictitious company. As you proceed through the course material,

you can develop your company further, expanding on various aspects of it.

Chapter One Activity: Brand Basics

1. Decide what your company is going sell. Describe your products and/or services in detail.

Note: For the purposes of this activity, your company must be a small business that sells products

and/or services to the public. Your company can be online only or have a physical retail location.

However, your business will need to have a digital presence.

2. Come up with a name for your company.

Choosing a name for your business is not an easy task. There are many things to consider. What follows

are several resources that you can consult before you begin coming up with a list of possible names:

“How to Choose the Best Name for Your Business”: http://www.inc.com/guides/2010/06/choose-the-

best-name-for-your-business.html

“7 Tips for Naming Your Business”: https://www.entrepreneur.com/article/223401

“How 16 Great Companies Picked Their Unique Names”: https://www.americanexpress.com/us/small-

business/openforum/articles/how-16-great-companies-picked-their-unique-names-1/

3. Compose a unique selling proposition for your company.

Refer to the related section in the text.

4. Create a color scheme for your company.

The textbook introduces color and associations that people may make with certain colors. Before

selecting a color scheme for your company, you need to take a closer look at color and how to combine

certain colors effectively.

a. Read “Basic color schemes – Introduction to Color Theory”: http://www.tigercolor.com/color-

lab/color-theory/color-theory-intro.htm

b. Respond to the questions on the worksheet that follows.

c. Pick a color scheme for your company, understanding that the two to three colors you choose

will be rendered in the company logo, on the company website, on company letterhead, etc.

http://www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.html


https://www.entrepreneur.com/article/223401

https://www.americanexpress.com/us/small-business/openforum/articles/how-16-great-companies-picked-their-unique-names-1/


http://www.tigercolor.com/color-lab/color-theory/color-theory-intro.htm



3

Color Theory Worksheet: Answer Key

1. What is the purpose of a color wheel?

To help people to make color combinations that will work well together.

2. How are secondary colors created? Tertiary colors?

Secondary: by mixing two primary colors; Tertiary: by combining secondary and tertiary colors

3. If white is added to a color, that color becomes a tint. If black is added to a color, that color

becomes a shade.

4. What are two complementary color schemes?

Blue and orange; red and green

5. How could an analogous color scheme be described?

Serene, comfortable, harmonious, pleasing to the eye

6. Create your own triadic color scheme.

Answers will vary.

7. How is a split-complementary color scheme different from a complementary color scheme?

It utilizes three colors rather than two. It “has the same strong visual contrast as the complementary

color scheme, but has less tension”.

8. Which color scheme is especially bad for text?

Complementary

9. How many colors are included in a rectangle or square color scheme?

Four

10. What are the three neutral colors on the color wheel?

White, Black, and Grey1

1Source for all answers on this worksheet: “Basic color schemes – Introduction to Color Theory.” Tiger

Color. 2000 – 2016. Web. 15 Nov. 2016. http://www.tigercolor.com/color-lab/color-theory/color-

theory-intro.htm.




4

5. Select your corporate typefaces.

Refer to the information in the textbook about typefaces. Also, conduct online research to find out more

information about typefaces:

a. Both ‘leading’ and ‘kerning’ are important when it comes to making any online and print

communications more readable. What do these terms mean?

‘Leading’ refers to the space between lines of text. ‘Kerning’ is the space between individual letters.

b. What size font is recommended when it comes to rendering a paragraph for easy readability?

Business card?

10-point font; 7 – 8-point font

c. As noted in the text, you generally want to choose two typefaces: one for headlines and one for

body copy. Also, it is generally accepted that one typeface be a serif and one a sans serif.

However, these are very broad terms. Do some research and find at least three examples of

typeface combinations that you think would work well for your business. Later, you can select

one combination as your final choice or create your own combination.

Answers will vary.

Links for Teacher’s Reference:

“18 Rules for Using Text”: http://thevisualcommunicationguy.com/2014/07/01/18-rules-for-using-

text/

“10 Dazzling Web Font Combinations”: http://www.steptoandson.co.uk/services/10-great-web-

font-combinations/

6. Create a logo.

You can draw thumbnail sketches and then gradually refine your logo on paper before creating it

using software like Adobe Photoshop and/or Adobe Illustrator.

If you like, students can also be given links to online logo maker services. Students should know that

these services are available for a cost. It will also give them opportunities to practice selecting colors

and typefaces for their logos.

For example: The GraphicSprings Free Logo Maker: https://www.graphicsprings.com/

http://thevisualcommunicationguy.com/2014/07/01/18-rules-for-using-text/

http://thevisualcommunicationguy.com/2014/07/01/18-rules-for-using-text/

http://www.steptoandson.co.uk/services/10-great-web-font-combinations/

http://www.steptoandson.co.uk/services/10-great-web-font-combinations/

https://www.graphicsprings.com/


5

Chapter Two Activity: Audience Demographics

1. Decide who your target consumer(s) is. Write down the demographic characteristics of this

person(s). Refer to this section in the textbook.

2. Learn more about your target consumer(s) by examining their psychographic characteristics.

“Psychographics are kind of like demographics. Psychographic information might be your

buyer's habits, hobbies, spending habits and values. Demographics explain ‘who’ your buyer is,

while psychographics explain ‘why’ they buy.”1

a. Create a five-question survey that enables you to find out about your target

consumer’s (s’) habits, hobbies, and more without asking directly, “What are your

hobbies?”, for example. Then, ask people from your target demographic to fill out your

psychographic questionnaire. Try to get at least five people to respond to your survey.

b. Compile the questionnaire results and then add the psychographic characteristics to

the demographic profile(s) you have already created.

Sample questions students could ask are:

What did you do on the weekend? – Responses to this question will usually reveal people’s interests and

hobbies.

What is your New Year’s resolution? – Responses to this question will help to determine what people

value.2

2 Meredith, Alisa. “How to Use Psychographics in Your Marketing: A Beginner’s Guide.” HubSpot. 26 Dec.

2013. Web. 16 Nov. 2016. http://blog.hubspot.com/insiders/marketing-psychographics.



http://blog.hubspot.com/insiders/marketing-psychographics



6

Chapter Three Activity: Goal-Oriented Business

1. Set S.M.A.R.T. goals for your business.

2. Review the infographic, “How Online & Offline Marketing Can Work Together [Infographic]”:

http://blog.hubspot.com/marketing/online-offline-marketing-

together#sm.000004xupatflduezu41i52nm2tgl

List the online and offline marketing channels that you will utilize to promote your company. Include

some preliminary estimates as to how much of your marketing budget you think you will spend on

each of these channels. You will revisit these estimates once you have reviewed the budgeting

section of the textbook.

Creative Activity: Stickers as Marketing Tools

As you learned from the Guactruck case study, offline marketing (specifically in this example,

product packaging) can be very creative and catch the attention of a company’s target market.

Another form of offline marketing that can be a great creative medium is stickers. Take a moment to

read and look at the examples in “20 Clever Uses of Stickers in Advertising”:

http://www.designzzz.com/funny-sticker-advertisements/

Now, create your own design for a sticker for your business. You may draw or use design software.

Incorporate your company colors and typefaces. Also, describe where you would place your sticker,

and identify what specific message you want your sticker to convey.

Chapter Four Activity: The Right Domain

1. Choose a domain name for your business. It may be helpful for you to go through this chapter

and first note, in point form, all the factors that come into play in effective domain name

selection.

Creative Activity: The Future of Domains?

Most domains are text-based, but since 1995 emojis have started to become part of web addresses. In

October 2016, GoDaddy announced the release of a search engine that would enable consumers to

locate and register emoji-based domain names2.

1. Read the following article, “GoDaddy Built a Search Engine for Available Emoji Web Domains”.

2. Think of a marketing campaign that your business could launch that could be linked to an emoji-

based domain. The campaign’s target market should be millennials.

3. Describe the campaign in a short paragraph and note what the domain would be.

Alternatively, if your business could not realistically support such a campaign, select a well-known

brand instead and follow the steps listed above.

2 Kokalitcheva, Kia. “GoDaddy Built a Search Engine for Available Emoji Web Domains.” Fortune. 29 Oct.

2016. Web. 18 Nov. 2016. http://fortune.com/2016/10/29/godaddy-emoji-domains/.

http://blog.hubspot.com/marketing/online-offline-marketing-together#sm.000004xupatflduezu41i52nm2tgl



http://fortune.com/2016/10/29/godaddy-emoji-domains/


7

Chapter Five Activity: Longtail Keywords for SEO and PPC

Introduction

If you are going to write copy that attracts your target audience and ultimately compels them to

convert, you need to include keywords in that copy. Some of the most effective terms you can include

are called ‘longtail keywords’.

What are ‘longtail keywords’?

They are keywords that are three to five-plus words long. In fact, the longer the longtail keyword is, the

higher the chance that it will rank well.

Longtail keywords are more focused and generally lead to more tailored results, as well as attract

potential consumers who are ready to buy. People who put longtail keywords into search engines like

Google “are specifically interested in [a business’] offer, so they are closer to the point of purchase in

the sales funnel.”2

The downside to longtail keywords is that they may generate less traffic overall. However, the quality of

the traffic they do produce is better.

Key facts about longtail keywords:

• “70% of all queries on the web are made up of long tail keywords.” 3

• “Conversion rates for long tail keywords are 2.5 times higher than for broad terms.” 4

Regular keywords vs. longtail keywords:

Example (Regular keyword): ‘keychains’ – very general, low chance of conversion

(Longtail keyword): ‘keychain with phone charger’ – more specific, higher chance of conversion

Activity Steps:

1. Reread the Chapter Five sections: “Choosing the Best Keywords” and “Keyword Don’ts”.

2. Select two or three products or services your business is going to sell.

3. Find two longtail keywords for each, keeping in mind your potential customer’s intent during

your search.

4. Write a description of each product or service incorporating the longtail keywords. The

descriptions can be a paragraph each in length. These descriptions might accompany the

product photos on your website, for example, or could be the description that pops up when a

product image is clicked on.

2 Perzyńska, Kasia. “Long Tail SEO: Why Long Tail Keywords Are Worth Your Attention.”

Business2Business Community. 07 Nov. 2016. Web. 24 Nov. 2016.

http://www.business2community.com/seo/long-tail-seo-long-tail-keywords-worth-attention-

01699743#0UddZhkuQYYJkjjh.97.

3 Ibid.

4 Ibid.

http://www.business2community.com/seo/long-tail-seo-long-tail-keywords-worth-attention-01699743%230UddZhkuQYYJkjjh.97



8

Chapter Six Activity: Launching a Social Media Campaign for Your Business

1. Reread the following sections in the text:

• “Today’s Big Social Media Players”

• “How to Succeed with Social Media Marketing”

• “Social Media Marketing Engagement”

2. Think of a goal you would like to achieve for your company through a seasonal social media

campaign.

3. Select three social media channels that you think would be appealing to your audience and

would pair best with the type of campaign you are launching.

4. Describe your campaign in detail. Make sure you answer the following questions:

a. What is its goal?

b. What is the season it is connected to?

c. What type of actions do participants need to take on each of the social media channels

you chose (liking, posting pictures/videos, sharing content, creating original content,

etc.)?

d. If your campaign was successful, what would that look like? How would you measure

that success?

For inspiration, refer to the following links:

“6 Spookily Effective Halloween Social Media Campaign Tricks”: http://sendible.com/insights/6-spookily-

effective-halloween-social-media-marketing-tricks

“The Best Social Media Christmas Campaigns: 2011-2015”: http://bamboolab.eu/blog/the-best-social-

media-christmas-campaigns

“14 Valentine’s Day Marketing Campaigns to Swoon Over”: https://www.linkdex.com/en-us/inked/14-

valentines-day-marketing-campaigns-to-swoon-over/

http://sendible.com/insights/6-spookily-effective-halloween-social-media-marketing-tricks


http://bamboolab.eu/blog/the-best-social-media-christmas-campaigns


https://www.linkdex.com/en-us/inked/14-valentines-day-marketing-campaigns-to-swoon-over/



9

Chapter Seven Activity: Email Marketing Newsletter

1. Review the following sections in the text:

• “Introduction”

• “Creating an Effective Marketing Email”

2. Create an email marketing newsletter for your company. The purpose of your newsletter will be

to provide content linked to your company’s identity, goals, products, and services. That content

should provide readers with news and information about your industry. It should be engaging

and make your readers look forward to getting your newsletter.

You do not need to create your content from scratch. Instead, look online for interesting

articles, images, videos, etc. that you think would be beneficial for your target market. Try to

find at least five.

3. Compile your content into a well-organized layout. Write a few lines describing each piece of

content you are linking to in your newsletter, explaining why your customers should spend time

reading it. Include some images as well to make it more visually stimulating.

To get ideas for your newsletter, read: “15 Email Newsletter Examples We Love Getting in Our Inboxes”:

http://blog.hubspot.com/marketing/email-newsletter-examples-

list#sm.000004xupatflduezu41i52nm2tgl

Chapter Eight Activity:

1. In this chapter, you learned that 5 – 10% of your company’s budget should be allocated to

marketing. Take some time to reread “Understanding the Key Categories of a Marketing

Budget”. You will see that each of the subcategories in that section include an estimate of how

much of a marketing budget should go to each category.

2. Decide exactly what percentage you will allocate to each marketing activity for your company.

Include a statement justifying each allocation you make.

Student copy begins on the next page.

http://blog.hubspot.com/marketing/email-newsletter-examples-list#sm.000004xupatflduezu41i52nm2tgl



10

Digital Marketing Fundamentals: Supplementary Activities Focus: Creating a Company and Integrating Digital Marketing Best Practices

Description: Digital Marketing Fundamentals introduces you to concepts, such as, branding, audience

and demographics, budgeting, and more. To gain a more in-depth understanding of the ideas presented,

you will be asked to create your own fictitious company. As you proceed through the course material,

you can develop your company further, expanding on various aspects of it.

Chapter One Activity: Brand Basics

1. Decide what your company is going sell. Describe your products and/or services in detail.

Note: For the purposes of this activity, your company must be a small business that sells products

and/or services to the public. Your company can be online only or have a physical retail location.

However, your business will need to have a digital presence.

2. Come up with a name for your company.

Choosing a name for your business is not an easy task. There are many things to consider. What follows

are several resources that you can consult before you begin coming up with a list of possible names:

“How to Choose the Best Name for Your Business”: http://www.inc.com/guides/2010/06/choose-the-

best-name-for-your-business.html

“7 Tips for Naming Your Business”: https://www.entrepreneur.com/article/223401

“How 16 Great Companies Picked Their Unique Names”: https://www.americanexpress.com/us/small-

business/openforum/articles/how-16-great-companies-picked-their-unique-names-1/

3. Compose a unique selling proposition for your company.

Refer to the related section in the text

4. Create a color scheme for your company.

The textbook introduces color and associations that people may make with certain colors. Before

selecting a color scheme for your company, you need to take a closer look at color and how to combine

certain colors effectively.

a. Read “Basic color schemes – Introduction to Color Theory”:


b. Respond to the questions on the worksheet that follows.

c. Pick a color scheme for your company, understanding that the two to three colors you

choose will be rendered in the company logo, on the company website, on company

letterhead, etc.



https://www.entrepreneur.com/article/223401





11

Color Theory Worksheet

1. What is the purpose of a color wheel?

2. How are secondary colors created? Tertiary colors?

3. If white is added to a color, that color becomes a . If black is added to a

color, that color becomes a .

4. What are two complementary color schemes?

5. How could an analogous color scheme be described?

6. Create your own triadic color scheme.

7. How is a split-complementary color scheme different from a complementary color scheme?

8. Which color scheme is especially bad for text?

9. How many colors are included in a rectangle or square color scheme?

10. What are the three neutral colors on the color wheel?


12

5. Select your corporate typefaces.

Refer to the information in the textbook about typefaces. Also, conduct online research to find out more

information about typefaces:

a. Both ‘leading’ and ‘kerning’ are important when it comes to making any online and print

communications more readable. What do these terms mean?

Leading:

Kerning:

b. What size font is recommended when it comes to rendering a paragraph for easy

readability? Business card?

Paragraph font size: Business card font size:

c. As noted in the text, you generally want to choose two typefaces: one for headlines and one

for body copy. Also, it is generally accepted that one typeface be a serif and one a sans serif.

However, these are very broad terms. Do some research and find at least three examples of

typeface combinations that you think would work well for your business. Later, you can

select one combination as your final choice or create your own combination.

6. Create a logo.

You can draw thumbnail sketches and then gradually refine your logo on paper before creating it

using software like Adobe Photoshop and/or Adobe Illustrator.


13

Chapter Two Activity: Audience Demographics

1. Decide who your target consumer(s) is. Write down the demographic characteristics of this

person(s). Refer to this section in the textbook.

2. Learn more about your target consumer(s) by examining their psychographic characteristics.

“Psychographics are kind of like demographics. Psychographic information might be your

buyer's habits, hobbies, spending habits and values. Demographics explain ‘who’ your buyer is,

while psychographics explain ‘why’ they buy.”1

a. Create a five-question survey that enables you to find out about your target consumer’s

(s’) habits, hobbies, and more without asking directly, “What are your hobbies?”, for

example. Then, ask people from your target demographic to fill out your psychographic

questionnaire. Try to get at least five people to respond to your survey.

b. Compile the questionnaire results and then add the psychographic characteristics to the

demographic profile(s) you have already created.





14

Chapter Three Activity: Goal-Oriented Business

1. Set S.M.A.R.T. goals for your business.

2. Review the infographic, “How Online & Offline Marketing Can Work Together [Infographic]”:

http://blog.hubspot.com/marketing/online-offline-marketing-

together#sm.000004xupatflduezu41i52nm2tgl

List the online and offline marketing channels that you will utilize to promote your company. Include

some preliminary estimates as to how much of your marketing budget you think you will spend on

each of these channels. You will revisit these estimates once you have reviewed the budgeting

section of the textbook.

Creative Activity: Stickers as Marketing Tools

As you learned from the Guactruck case study, offline marketing (specifically in this example,

product packaging) can be very creative and catch the attention of a company’s target market.

Another form of offline marketing that can be a great creative medium is stickers. Take a moment to

read and look at the examples in “20 Clever Uses of Stickers in Advertising”:


Now, create your own design for a sticker for your business. You may draw or use design software.

Incorporate your company colors and typefaces. Also, describe where you would place your sticker,

and identify what specific message you want your sticker to convey.

Chapter Four Activity: The Right Domain

1. Choose a domain name for your business. It may be helpful for you to go through this chapter

and first note, in point form, all the factors that come into play in effective domain name

selection.

Creative Activity: The Future of Domains?

Most domains are text-based, but since 1995 emojis have started to become part of web addresses. In

October 2016, GoDaddy announced the release of a search engine that would enable consumers to

locate and register emoji-based domain names2.

1. Read the following article, “GoDaddy Built a Search Engine for Available Emoji Web Domains”.

2. Think of a marketing campaign that your business could launch that could be linked to an emoji-

based domain. The campaign’s target market should be millennials.

3. Describe the campaign in a short paragraph and note what the domain would be.

Alternatively, if your business could not realistically support such a campaign, select a well-known

brand instead and follow the steps listed above.

2 Kokalitcheva, Kia. “GoDaddy Built a Search Engine for Available Emoji Web Domains.” Fortune. 29 Oct.

2016. Web. 18 Nov. 2016. http://fortune.com/2016/10/29/godaddy-emoji-domains/.




http://fortune.com/2016/10/29/godaddy-emoji-domains/


15

Chapter Five Activity: Longtail Keywords for SEO and PPC

Introduction

If you are going to write copy that attracts your target audience and ultimately compels them to

convert, you need to include keywords in that copy. Some of the most effective terms you can include

are called ‘longtail keywords’.

What are ‘longtail keywords’?

They are keywords that are three to five-plus words long. In fact, the longer the longtail keyword is, the

higher the chance that it will rank well.

Longtail keywords are more focused and generally lead to more tailored results, as well as attract

potential consumers who are ready to buy. People who put longtail keywords into search engines like

Google “are specifically interested in [a business’] offer, so they are closer to the point of purchase in

the sales funnel.”2

The downside to longtail keywords is that they may generate less traffic overall. However, the quality of

the traffic they do produce is better.

Key facts about longtail keywords:

• “70% of all queries on the web are made up of long tail keywords.” 3

• “Conversion rates for long tail keywords are 2.5 times higher than for broad terms.” 4

Regular keywords vs. longtail keywords:

Example (Regular keyword): ‘keychains’ – very general, low chance of conversion

(Longtail keyword): ‘keychain with phone charger’ – more specific, higher chance of conversion

Activity Steps:

1. Reread the Chapter Five sections: “Choosing the Best Keywords” and “Keyword Don’ts”.

2. Select two or three products or services your business is going to sell.

3. Find two longtail keywords for each, keeping in mind your potential customer’s intent during

your search.

4. Write a description of each product or service incorporating the longtail keywords. The

descriptions can be a paragraph each in length. These descriptions might accompany the

product photos on your website, for example, or could be the description that pops up when a

product image is clicked on.

2 Perzyńska, Kasia. “Long Tail SEO: Why Long Tail Keywords Are Worth Your Attention.”

Business2Business Community. 07 Nov. 2016. Web. 24 Nov. 2016.

http://www.business2community.com/seo/long-tail-seo-long-tail-keywords-worth-attention-

01699743#0UddZhkuQYYJkjjh.97.

3 Ibid.

4 Ibid.




16

Chapter Six Activity: Launching a Social Media Campaign for Your Business

1. Reread the following sections in the text:

• “Today’s Big Social Media Players”

• “How to Succeed with Social Media Marketing”

• “Social Media Marketing Engagement”

2. Think of a goal you would like to achieve for your company through a seasonal social media

campaign.

3. Select three social media channels that you think would be appealing to your audience and

would pair best with the type of campaign you are launching.

4. Describe your campaign in detail. Make sure you answer the following questions:

a. What is its goal?

b. What is the season it is connected to?

c. What type of actions do participants need to take on each of the social media channels

you chose (liking, posting pictures/videos, sharing content, creating original content,

etc.)?

d. If your campaign was successful, what would that look like? How would you measure

that success?

For inspiration, refer to the following links:

“6 Spookily Effective Halloween Social Media Campaign Tricks”: http://sendible.com/insights/6-spookily-

effective-halloween-social-media-marketing-tricks

“The Best Social Media Christmas Campaigns: 2011-2015”: http://bamboolab.eu/blog/the-best-social-

media-christmas-campaigns

“14 Valentine’s Day Marketing Campaigns To Swoon Over”: https://www.linkdex.com/en-us/inked/14-

valentines-day-marketing-campaigns-to-swoon-over/








17

Chapter Seven Activity: Email Marketing Newsletter

1. Review the following sections in the text:

• “Introduction”

• “Creating an Effective Marketing Email”

2. Create an email marketing newsletter for your company. The purpose of your newsletter will be

to provide content linked to your company’s identity, goals, products, and services. That content

should provide readers with news and information about your industry. It should be engaging

and make your readers look forward to getting your newsletter.

You do not need to create your content from scratch. Instead, look online for interesting

articles, images, videos, etc. that you think would be beneficial for your target market. Try to

find at least five.

3. Compile your content into a well-organized layout. Write a few lines describing each piece of

content you are linking to in your newsletter, explaining why your customers should spend time

reading it. Include some images as well to make it more visually stimulating.

To get ideas for your newsletter, read: “15 Email Newsletter Examples We Love Getting in Our Inboxes”:

http://blog.hubspot.com/marketing/email-newsletter-examples-

list#sm.000004xupatflduezu41i52nm2tgl

Chapter Eight Activity:

1. In this chapter, you learned that 5 – 10% of your company’s budget should be allocated to

marketing. Take some time to reread “Understanding the Key Categories of a Marketing

Budget”. You will see that each of the subcategories in that section include an estimate of how

much of a marketing budget should go to each category.

2. Decide exactly what percentage you will allocate to each marketing activity for your company.

Include a statement justifying each allocation you make.



digital marketing fundamentals: supplement package downloads/dmf... · 2018. 3. 26. · digital...

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