71 Questions
What is the main characteristic of Owned Media?
It includes company websites and corporate blogs
What distinguishes Earned Media from Paid Media?
It is more trusted and authentic as it comes from third-party sources
What is the purpose of Paid Media?
To impact audiences the brand does not hold
Which stage of the customer journey does 'ZMOT' refer to?
Awareness
What does CPC bidding mean?
Paying for each click on ads
What does CTR indicate?
The number of clicks divided by the number of impressions
What does IMPRESSION SHARE measure?
Campaign performance
What does SEM involve?
SEA and SEO
What does SEA involve?
Creating campaigns, bidding on keywords, creating ads, and paying for clicks
What does SEO focus on?
Organic promotion through on-page and off-page optimization
What are pixels and cookies used for in online advertising?
To track website visits and user behavior
What is the average position of ads related to?
Ad placement
What is expected to impact the use of third-party cookies for data collection?
New regulations
What influences ad prices and positions?
Higher quality score
What type of promotion does SEO focus on?
Organic promotion
What does CTR influence?
Ad performance
What are the three types of media in digital marketing?
Owned, paid, and earned media
Which of the following is an example of owned media?
Social media ads
What does paid media refer to?
Platforms where a media budget is spent
What is an example of earned media?
Customer testimonials
Which social media strategy does Nike employ?
Owned media (Instagram), paid media (partnership with Cristiano Ronaldo), and earned media (using hashtags and fashion editorials)
What does customer acquisition involve?
Addressing how customers find the brand and creating content based on their awareness level
What type of content is included in customer acquisition?
Sharing stories, solutions, benefits, and important facts
How is acquisition carried out?
Through paid media (advertising, influencer marketing), owned media (websites, social media), and earned media (testimonials, referrals)
What are the techniques for digital strategy mentioned in the text?
Integrated campaigns, lead generation, low-cost customer acquisition, and improving brand visibility through SEO and SEA
What are examples of lead generation tactics?
Job applications, blog posts, coupons, and invitation to live events
What will automate lead generation tasks according to the text?
AI and machine learning
What is expected to continue growing in popularity for lead generation and customer acquisition?
Interactive content and video marketing
What is the role of video in digital marketing?
Video is effective for brand communication and lead generation
Why is omnichannel marketing crucial?
Customers interact with businesses through multiple channels and devices
What is the focus of customer experience (CX) in lead generation efforts?
Providing a seamless and positive journey for customers
What is the essence of growth hacking?
Achieving rapid growth by targeting the right audience
What is the purpose of buyer personas?
To gain a clear understanding of the customer base
Which of the following are effective growth hacking strategies?
Referral programs, A/B testing, gamified user experience, smooth onboarding, free trials, and social media community building
What does SEM involve?
Promoting websites by increasing their visibility in search engine results pages (SERPs)
What do SEA advertisers do in SEM?
Bid on keywords for their ads to appear alongside search results
Where can SEM ads appear?
Google's Search Networks, Display Networks, Gmail, apps, and YouTube videos
What determines the Quality Score in SEM?
Factors such as clickthrough rate, keyword relevance, landing page quality, ad text relevance, and historical AdWords account performance
How can SEM ads be enhanced?
Various ad extensions such as site links, location extensions, structured snippets, and message extensions
What type of messages are typically delivered in the awareness stage?
Educational messages like 'Did you know' and 'how-to's'
What can saturation of display ads lead to?
Banner blindness
What is a key focus of affiliate marketing in the customer journey?
Earning a commission by promoting other companies' products
How are online advertising display ads typically charged?
By month or impressions
What are the main techniques used in the awareness stage of the customer journey?
Advertising, PR, events, viral marketing, and influencer marketing
What is the purpose of online ads in the awareness stage?
To reach the maximum target audience through various channels
What can lead to re-engagement with previous website visitors?
Utilizing online advertising display ads
What are the potential channels for awareness in the customer journey?
Websites, social media, and AI tools like Jasper for copies and Dall-e for visuals
What can lead to reduced effectiveness of display ads?
Saturation and banner blindness
What is a potential drawback of affiliate marketing?
Dependence on client or consumer purchases
What is a key feature of the evaluation stage of the customer journey?
Affiliate marketing involving promotion of products and earning commissions
What is the role of the network in affiliate marketing?
Acting as an intermediary between the affiliate and the merchant
What does 'ZMOT' refer to in the context of customer experience acquisition techniques?
Zero Moment of Truth, indicating the evaluation stage
What is the primary characteristic of Earned Media?
It is more trusted and authentic as it comes from third-party sources
What does 'TOFU' represent in the funnel for customer experience acquisition?
Top of Funnel, focusing on attracting visitors
What is the key benefit of Owned Media in the context of digital strategy?
It is promotional channels owned and controlled by the company
What is the main focus of content in the awareness stage of the customer journey?
Problem-solving and informative messages
What is the potential drawback of saturation of display ads in the awareness stage?
Banner blindness leading to reduced effectiveness
What is the primary purpose of affiliate marketing in the customer journey?
Generate revenue to share with affiliates
Which channels are utilized for awareness in the customer journey, according to the text?
AI tools like Jasper and Dall-e
What does CTR measure in online advertising?
The number of clicks divided by the number of impressions
What is the primary focus of SEO in online marketing?
Promoting content through on-page and off-page optimization
What is the role of pixels and cookies in online advertising?
Tracking website visits and user behavior
What does SEM involve in the context of search engine advertising?
Creating campaigns, bidding on keywords, creating ads, and paying for clicks
What is the main focus of growth hacking?
Leveraging technology and behavior for rapid growth
What does Search Engine Advertising (SEA) involve in SEM?
Promoting websites by increasing their visibility in search engine results pages
What determines the Quality Score in SEM?
Historical AdWords account performance
What is the purpose of omnichannel marketing?
To ensure a consistent and cohesive message across all channels
What is the main focus of customer acquisition?
Addressing how customers find the brand
Which of the following is not a type of media in digital marketing?
Shared media
What will become more important in lead generation according to the text?
Interactive content and video marketing
What does Nike's social media strategy involve?
Owned media (Instagram), paid media (partnership with Cristiano Ronaldo), and earned media (using hashtags and fashion editorials)
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.
Explore the essential techniques and channels utilized in the awareness stage of the customer journey. Test your knowledge on online advertising, content strategies, influencer marketing, and affiliate marketing, and understand how to effectively engage with a wide audience and increase brand visibility.
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