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Questions and Answers

What is the main characteristic of Owned Media?

  • It involves traditional media such as TV and radio
  • It encompasses paid search ads and web display ads
  • It includes company websites and corporate blogs (correct)
  • It relies on third-party coverage and promotion

What distinguishes Earned Media from Paid Media?

  • It is more trusted and authentic as it comes from third-party sources (correct)
  • It consists of media channels owned and controlled by the company
  • It involves any form of advertising made by the marketer
  • It includes mobile ads and email marketing

What is the purpose of Paid Media?

  • To impact the audiences it holds
  • To impact audiences the brand does not hold (correct)
  • To build brand communities and sales forces
  • To create authentic brand promotion

Which stage of the customer journey does 'ZMOT' refer to?

<p>Awareness (C)</p> Signup and view all the answers

What does CPC bidding mean?

<p>Paying for each click on ads (A)</p> Signup and view all the answers

What does CTR indicate?

<p>The number of clicks divided by the number of impressions (C)</p> Signup and view all the answers

What does IMPRESSION SHARE measure?

<p>Campaign performance (A)</p> Signup and view all the answers

What does SEM involve?

<p>SEA and SEO (D)</p> Signup and view all the answers

What does SEA involve?

<p>Creating campaigns, bidding on keywords, creating ads, and paying for clicks (C)</p> Signup and view all the answers

What does SEO focus on?

<p>Organic promotion through on-page and off-page optimization (A)</p> Signup and view all the answers

What are pixels and cookies used for in online advertising?

<p>To track website visits and user behavior (C)</p> Signup and view all the answers

What is the average position of ads related to?

<p>Ad placement (A)</p> Signup and view all the answers

What is expected to impact the use of third-party cookies for data collection?

<p>New regulations (D)</p> Signup and view all the answers

What influences ad prices and positions?

<p>Higher quality score (C)</p> Signup and view all the answers

What type of promotion does SEO focus on?

<p>Organic promotion (D)</p> Signup and view all the answers

What does CTR influence?

<p>Ad performance (A)</p> Signup and view all the answers

What are the three types of media in digital marketing?

<p>Owned, paid, and earned media (D)</p> Signup and view all the answers

Which of the following is an example of owned media?

<p>Social media ads (D)</p> Signup and view all the answers

What does paid media refer to?

<p>Platforms where a media budget is spent (C)</p> Signup and view all the answers

What is an example of earned media?

<p>Customer testimonials (D)</p> Signup and view all the answers

Which social media strategy does Nike employ?

<p>Owned media (Instagram), paid media (partnership with Cristiano Ronaldo), and earned media (using hashtags and fashion editorials) (C)</p> Signup and view all the answers

What does customer acquisition involve?

<p>Addressing how customers find the brand and creating content based on their awareness level (B)</p> Signup and view all the answers

What type of content is included in customer acquisition?

<p>Sharing stories, solutions, benefits, and important facts (B)</p> Signup and view all the answers

How is acquisition carried out?

<p>Through paid media (advertising, influencer marketing), owned media (websites, social media), and earned media (testimonials, referrals) (B)</p> Signup and view all the answers

What are the techniques for digital strategy mentioned in the text?

<p>Integrated campaigns, lead generation, low-cost customer acquisition, and improving brand visibility through SEO and SEA (B)</p> Signup and view all the answers

What are examples of lead generation tactics?

<p>Job applications, blog posts, coupons, and invitation to live events (C)</p> Signup and view all the answers

What will automate lead generation tasks according to the text?

<p>AI and machine learning (A)</p> Signup and view all the answers

What is expected to continue growing in popularity for lead generation and customer acquisition?

<p>Interactive content and video marketing (D)</p> Signup and view all the answers

What is the role of video in digital marketing?

<p>Video is effective for brand communication and lead generation (A)</p> Signup and view all the answers

Why is omnichannel marketing crucial?

<p>Customers interact with businesses through multiple channels and devices (C)</p> Signup and view all the answers

What is the focus of customer experience (CX) in lead generation efforts?

<p>Providing a seamless and positive journey for customers (C)</p> Signup and view all the answers

What is the essence of growth hacking?

<p>Achieving rapid growth by targeting the right audience (B)</p> Signup and view all the answers

What is the purpose of buyer personas?

<p>To gain a clear understanding of the customer base (A)</p> Signup and view all the answers

Which of the following are effective growth hacking strategies?

<p>Referral programs, A/B testing, gamified user experience, smooth onboarding, free trials, and social media community building (C)</p> Signup and view all the answers

What does SEM involve?

<p>Promoting websites by increasing their visibility in search engine results pages (SERPs) (C)</p> Signup and view all the answers

What do SEA advertisers do in SEM?

<p>Bid on keywords for their ads to appear alongside search results (C)</p> Signup and view all the answers

Where can SEM ads appear?

<p>Google's Search Networks, Display Networks, Gmail, apps, and YouTube videos (B)</p> Signup and view all the answers

What determines the Quality Score in SEM?

<p>Factors such as clickthrough rate, keyword relevance, landing page quality, ad text relevance, and historical AdWords account performance (C)</p> Signup and view all the answers

How can SEM ads be enhanced?

<p>Various ad extensions such as site links, location extensions, structured snippets, and message extensions (D)</p> Signup and view all the answers

What type of messages are typically delivered in the awareness stage?

<p>Educational messages like 'Did you know' and 'how-to's' (B)</p> Signup and view all the answers

What can saturation of display ads lead to?

<p>Banner blindness (A)</p> Signup and view all the answers

What is a key focus of affiliate marketing in the customer journey?

<p>Earning a commission by promoting other companies' products (C)</p> Signup and view all the answers

How are online advertising display ads typically charged?

<p>By month or impressions (B)</p> Signup and view all the answers

What are the main techniques used in the awareness stage of the customer journey?

<p>Advertising, PR, events, viral marketing, and influencer marketing (D)</p> Signup and view all the answers

What is the purpose of online ads in the awareness stage?

<p>To reach the maximum target audience through various channels (C)</p> Signup and view all the answers

What can lead to re-engagement with previous website visitors?

<p>Utilizing online advertising display ads (D)</p> Signup and view all the answers

What are the potential channels for awareness in the customer journey?

<p>Websites, social media, and AI tools like Jasper for copies and Dall-e for visuals (D)</p> Signup and view all the answers

What can lead to reduced effectiveness of display ads?

<p>Saturation and banner blindness (C)</p> Signup and view all the answers

What is a potential drawback of affiliate marketing?

<p>Dependence on client or consumer purchases (C)</p> Signup and view all the answers

What is a key feature of the evaluation stage of the customer journey?

<p>Affiliate marketing involving promotion of products and earning commissions (D)</p> Signup and view all the answers

What is the role of the network in affiliate marketing?

<p>Acting as an intermediary between the affiliate and the merchant (A)</p> Signup and view all the answers

What does 'ZMOT' refer to in the context of customer experience acquisition techniques?

<p>Zero Moment of Truth, indicating the evaluation stage (A)</p> Signup and view all the answers

What is the primary characteristic of Earned Media?

<p>It is more trusted and authentic as it comes from third-party sources (C)</p> Signup and view all the answers

What does 'TOFU' represent in the funnel for customer experience acquisition?

<p>Top of Funnel, focusing on attracting visitors (B)</p> Signup and view all the answers

What is the key benefit of Owned Media in the context of digital strategy?

<p>It is promotional channels owned and controlled by the company (B)</p> Signup and view all the answers

What is the main focus of content in the awareness stage of the customer journey?

<p>Problem-solving and informative messages (A)</p> Signup and view all the answers

What is the potential drawback of saturation of display ads in the awareness stage?

<p>Banner blindness leading to reduced effectiveness (C)</p> Signup and view all the answers

What is the primary purpose of affiliate marketing in the customer journey?

<p>Generate revenue to share with affiliates (D)</p> Signup and view all the answers

Which channels are utilized for awareness in the customer journey, according to the text?

<p>AI tools like Jasper and Dall-e (A)</p> Signup and view all the answers

What does CTR measure in online advertising?

<p>The number of clicks divided by the number of impressions (D)</p> Signup and view all the answers

What is the primary focus of SEO in online marketing?

<p>Promoting content through on-page and off-page optimization (B)</p> Signup and view all the answers

What is the role of pixels and cookies in online advertising?

<p>Tracking website visits and user behavior (D)</p> Signup and view all the answers

What does SEM involve in the context of search engine advertising?

<p>Creating campaigns, bidding on keywords, creating ads, and paying for clicks (A)</p> Signup and view all the answers

What is the main focus of growth hacking?

<p>Leveraging technology and behavior for rapid growth (D)</p> Signup and view all the answers

What does Search Engine Advertising (SEA) involve in SEM?

<p>Promoting websites by increasing their visibility in search engine results pages (A)</p> Signup and view all the answers

What determines the Quality Score in SEM?

<p>Historical AdWords account performance (B)</p> Signup and view all the answers

What is the purpose of omnichannel marketing?

<p>To ensure a consistent and cohesive message across all channels (A)</p> Signup and view all the answers

What is the main focus of customer acquisition?

<p>Addressing how customers find the brand (A)</p> Signup and view all the answers

Which of the following is not a type of media in digital marketing?

<p>Shared media (C)</p> Signup and view all the answers

What will become more important in lead generation according to the text?

<p>Interactive content and video marketing (C)</p> Signup and view all the answers

What does Nike's social media strategy involve?

<p>Owned media (Instagram), paid media (partnership with Cristiano Ronaldo), and earned media (using hashtags and fashion editorials) (B)</p> Signup and view all the answers

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Study Notes

Customer Journey Techniques in the Awareness Stage

  • Online ads in the awareness stage aim to reach the maximum target audience through various channels, including TV, radio, podcasts, editorials, social media, websites, blogs, and more.
  • The content in the awareness stage focuses on delivering messages such as "Did you know" and "how-to's," aiming to solve a problem for the audience.
  • Main techniques used in the awareness stage include advertising, PR, events, viral marketing, and influencer marketing.
  • Online advertising display ads are charged by month or impressions and are utilized to increase brand awareness and re-engage with previous website visitors.
  • Saturation of display ads can lead to banner blindness, but other forms of display methods include site placement advertising, native advertising, and retargeting advertising.
  • Channels for awareness include websites, social media, and AI tools like Jasper for copies and Dall-e for visuals.
  • Affiliate marketing involves earning a commission by promoting other companies' products on one's website or social media handle, with reviews being critical.
  • The evaluation stage of the customer journey involves affiliate marketing, where individuals or companies promote products to potential customers and earn commissions.
  • The affiliate system relies on the client or consumer making purchases to generate revenue to share with affiliates.
  • The network acts as an intermediary between the affiliate and the merchant, for example, Amazon Associates.
  • Awareness stage techniques may include email ads, gaming ads, and collaborations with editorials for paid partnerships.
  • Collaboration with editorials for paid partnerships is a part of the awareness stage, and different channels like social media and websites are utilized for influencer ads and online ads.

Digital Media Strategy and Customer Acquisition

  • There are three types of media in digital marketing: owned, paid, and earned media.
  • Owned media includes platforms like search engine ads, social media ads, and website display ads.
  • Paid media refers to platforms where a media budget is spent, such as websites, apps, and social media handles.
  • Earned media includes customer testimonials, blog posts, ratings, and word of mouth.
  • Nike's social media strategy involves owned media (Instagram), paid media (partnership with Cristiano Ronaldo), and earned media (using hashtags and fashion editorials).
  • Customer acquisition involves addressing how customers find the brand and creating content based on their awareness level.
  • Content for customer acquisition includes sharing stories, solutions, benefits, and important facts.
  • Acquisition is carried out through paid media (advertising, influencer marketing), owned media (websites, social media), and earned media (testimonials, referrals).
  • Techniques for digital strategy include integrated campaigns, lead generation, low-cost customer acquisition, and improving brand visibility through SEO and SEA.
  • Lead generation tactics include job applications, blog posts, coupons, and invitation to live events.
  • AI and machine learning will automate lead generation tasks, and personalized marketing will become more important.
  • Interactive content and video marketing will continue to grow in popularity for lead generation and customer acquisition.

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