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What are two inbound advertising tactics?

Putting marketing messages in front of as many people as possible

Focusing on attracting customers by creating valuable content and experiences tailored to them (correct)

Creating valuable content and tailoring experiences to specific audiences (correct)

Using tactics that want to get an advertisement out to whoever and whenever

Digital advertising occurs only on websites.

False

What does AD Exchange facilitate?

Buying and selling media advertising inventory (correct)

Creating awareness

Determining the historical approach of negotiating price of media inventory

Creating advertising networks

Demand Side Platform (DSP) helps publishers sell their ad space.

False Signup and view all the answers

What does SSP stand for?

Supply Side Platform Signup and view all the answers

Which of the following are considered user roles in online advertising?

Visitor, Lead, Customer Signup and view all the answers

The first page a person sees on a website is called the ______ page.

landing Signup and view all the answers

The Lead Generation Page aims to capture the user's contact information immediately.

False Signup and view all the answers

What is the significance of the `Thank You` page in the online customer journey?

The 'Thank You' page serves as a confirmation point for successful completion of a transaction, reinforcing the purchase and encouraging further engagement, like sharing the experience with friends or exploring more products. Signup and view all the answers

What is a Buyers Persona?

A fictional representation of your ideal customer Signup and view all the answers

Why is research essential when creating Buyer Personas?

To ensure the personas are based on real data and not assumptions Signup and view all the answers

Empathy is essential for effective online marketing.

True Signup and view all the answers

Which layer of empathy in Design Thinking focuses on understanding how users physically interact with products and services?

Functional Signup and view all the answers

The Buyer's Journey begins with the Decision Stage.

False Signup and view all the answers

What is the primary purpose of the Inbound Methodology?

To create a smooth customer journey and build brand loyalty Signup and view all the answers

What are the four key stages of the Inbound Methodology?

The four stages are Attract, Convert, Close, and Delight. Signup and view all the answers

Match the following terms with their corresponding definitions:

Zero Moment of Truth (ZMOT) = The moment a customer interacts with a product and experiences its actual use First Moment of Truth (FMT) = The moment a customer sees a product on a shelf or in a store Second Moment of Truth (SMT) = The moment a customer researches a product online before making a purchase Customer Journey Mapping = A visual representation of a customer's interactions with a brand throughout various stages Signup and view all the answers

Study Notes

Digital Advertising

Digital advertising is any marketing communication on a digital platform
Outbound tactics aim to reach many people, regardless of relevance
Inbound tactics attract customers with valuable, tailored content
Digital advertising is cheaper, real-time, measurable, and far-reaching
Search ads generate clicks and actions
Display ads create brand awareness

Ad Exchange

Ad exchange is a platform for buying and selling advertising inventory
Inventory prices are determined through automated bidding (less than 100 milliseconds)
Demand-side platforms (DSPs) allow buyers to manage multiple ad exchanges

User Roles

Landing page is the first page a visitor sees; goal to capture interest
Lead generation page: visitors become leads when filling out forms
Checkout page: leads become customers after completing a purchase
Thank you page: confirms purchase and encourages further engagement

Buyer Personas

Ideal customer profile is the starting point for persona development
Buyer personas represent ideal customers (demographics, behaviors, motivations, and goals)
Buyer personas are based on actual research, not assumptions
Personas are semi-fictional representations of ideal customers

Inbound Methodology

Attract strangers via blogs, keywords, social media, and website visits
Convert visitors into leads with forms, newsletters, and call-to-actions
Close the sale by guiding prospects through the purchase process

Buyer's Journey

Awareness: buyer becomes aware of a problem
Consideration: evaluating solutions to the problem
Decision: selecting a specific product or service
Experience: leads to feedback from customers

Customer Journey Mapping

Visual story of customer interactions with the brand
Understand steps people take before making a purchase
Ingredients: Personas, emotions, touches, and channels

Steps for Review, Goals, and Channels

Review goals for products/services
Find the sweet spot for customer and business alignment
Gather data, conduct research (surveys, interviews, analytics)
Understand brand touchpoints and channels during pre-purchase, purchase, and post-purchase stages
Empathy Mapping: visualize user needs and insights
Create affinity diagram to organize and explain user research data
Create themes to organize user research data (e.g., negative experiences, pain points)

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Questions and Answers

What are two inbound advertising tactics?