Podcast
Questions and Answers
What is the main characteristic of Owned Media?
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?
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?
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?
Which stage of the customer journey does 'ZMOT' refer to?
What does CPC bidding mean?
What does CPC bidding mean?
What does CTR indicate?
What does CTR indicate?
What does IMPRESSION SHARE measure?
What does IMPRESSION SHARE measure?
What does SEM involve?
What does SEM involve?
What does SEA involve?
What does SEA involve?
What does SEO focus on?
What does SEO focus on?
What are pixels and cookies used for in online advertising?
What are pixels and cookies used for in online advertising?
What is the average position of ads related to?
What is the average position of ads related to?
What is expected to impact the use of third-party cookies for data collection?
What is expected to impact the use of third-party cookies for data collection?
What influences ad prices and positions?
What influences ad prices and positions?
What type of promotion does SEO focus on?
What type of promotion does SEO focus on?
What does CTR influence?
What does CTR influence?
What are the three types of media in digital marketing?
What are the three types of media in digital marketing?
Which of the following is an example of owned media?
Which of the following is an example of owned media?
What does paid media refer to?
What does paid media refer to?
What is an example of earned media?
What is an example of earned media?
Which social media strategy does Nike employ?
Which social media strategy does Nike employ?
What does customer acquisition involve?
What does customer acquisition involve?
What type of content is included in customer acquisition?
What type of content is included in customer acquisition?
How is acquisition carried out?
How is acquisition carried out?
What are the techniques for digital strategy mentioned in the text?
What are the techniques for digital strategy mentioned in the text?
What are examples of lead generation tactics?
What are examples of lead generation tactics?
What will automate lead generation tasks according to the text?
What will automate lead generation tasks according to the text?
What is expected to continue growing in popularity for lead generation and customer acquisition?
What is expected to continue growing in popularity for lead generation and customer acquisition?
What is the role of video in digital marketing?
What is the role of video in digital marketing?
Why is omnichannel marketing crucial?
Why is omnichannel marketing crucial?
What is the focus of customer experience (CX) in lead generation efforts?
What is the focus of customer experience (CX) in lead generation efforts?
What is the essence of growth hacking?
What is the essence of growth hacking?
What is the purpose of buyer personas?
What is the purpose of buyer personas?
Which of the following are effective growth hacking strategies?
Which of the following are effective growth hacking strategies?
What does SEM involve?
What does SEM involve?
What do SEA advertisers do in SEM?
What do SEA advertisers do in SEM?
Where can SEM ads appear?
Where can SEM ads appear?
What determines the Quality Score in SEM?
What determines the Quality Score in SEM?
How can SEM ads be enhanced?
How can SEM ads be enhanced?
What type of messages are typically delivered in the awareness stage?
What type of messages are typically delivered in the awareness stage?
What can saturation of display ads lead to?
What can saturation of display ads lead to?
What is a key focus of affiliate marketing in the customer journey?
What is a key focus of affiliate marketing in the customer journey?
How are online advertising display ads typically charged?
How are online advertising display ads typically charged?
What are the main techniques used in the awareness stage of the customer journey?
What are the main techniques used in the awareness stage of the customer journey?
What is the purpose of online ads in the awareness stage?
What is the purpose of online ads in the awareness stage?
What can lead to re-engagement with previous website visitors?
What can lead to re-engagement with previous website visitors?
What are the potential channels for awareness in the customer journey?
What are the potential channels for awareness in the customer journey?
What can lead to reduced effectiveness of display ads?
What can lead to reduced effectiveness of display ads?
What is a potential drawback of affiliate marketing?
What is a potential drawback of affiliate marketing?
What is a key feature of the evaluation stage of the customer journey?
What is a key feature of the evaluation stage of the customer journey?
What is the role of the network in affiliate marketing?
What is the role of the network in affiliate marketing?
What does 'ZMOT' refer to in the context of customer experience acquisition techniques?
What does 'ZMOT' refer to in the context of customer experience acquisition techniques?
What is the primary characteristic of Earned Media?
What is the primary characteristic of Earned Media?
What does 'TOFU' represent in the funnel for customer experience acquisition?
What does 'TOFU' represent in the funnel for customer experience acquisition?
What is the key benefit of Owned Media in the context of digital strategy?
What is the key benefit of Owned Media in the context of digital strategy?
What is the main focus of content in the awareness stage of the customer journey?
What is the main focus of content in the awareness stage of the customer journey?
What is the potential drawback of saturation of display ads in the awareness stage?
What is the potential drawback of saturation of display ads in the awareness stage?
What is the primary purpose of affiliate marketing in the customer journey?
What is the primary purpose of affiliate marketing in the customer journey?
Which channels are utilized for awareness in the customer journey, according to the text?
Which channels are utilized for awareness in the customer journey, according to the text?
What does CTR measure in online advertising?
What does CTR measure in online advertising?
What is the primary focus of SEO in online marketing?
What is the primary focus of SEO in online marketing?
What is the role of pixels and cookies in online advertising?
What is the role of pixels and cookies in online advertising?
What does SEM involve in the context of search engine advertising?
What does SEM involve in the context of search engine advertising?
What is the main focus of growth hacking?
What is the main focus of growth hacking?
What does Search Engine Advertising (SEA) involve in SEM?
What does Search Engine Advertising (SEA) involve in SEM?
What determines the Quality Score in SEM?
What determines the Quality Score in SEM?
What is the purpose of omnichannel marketing?
What is the purpose of omnichannel marketing?
What is the main focus of customer acquisition?
What is the main focus of customer acquisition?
Which of the following is not a type of media in digital marketing?
Which of the following is not a type of media in digital marketing?
What will become more important in lead generation according to the text?
What will become more important in lead generation according to the text?
What does Nike's social media strategy involve?
What does Nike's social media strategy involve?
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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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