Tactics
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Questions and Answers

What does a digital strategy primarily aim to achieve?

  • Short-term financial gains
  • Higher website traffic
  • Increased employee productivity
  • Long-term marketing and business goals (correct)

Owned media includes external channels like social media platforms.

False (B)

What are the three types of media in digital marketing?

Earned, Owned, Paid

The advertising model where advertisers pay each time their ad is clicked is called _____?

<p>Pay-Per-Click (PPC)</p> Signup and view all the answers

Match the following types of digital media with their descriptions:

<p>Earned Media = Organic external reach Owned Media = Platforms controlled by the business Paid Media = Ads requiring financial investment Retargeting = Online advertising for previous visitors</p> Signup and view all the answers

What is a common example of display ads?

<p>Banner ads on news websites (C)</p> Signup and view all the answers

Retargeting aims to engage users who have never interacted with your content.

<p>False (B)</p> Signup and view all the answers

What is the primary benefit of multi-channel marketing compared to mono channel marketing?

<p>Increased efficiency</p> Signup and view all the answers

What is the primary purpose of paid influencers?

<p>To promote products or services for businesses (D)</p> Signup and view all the answers

Affiliate marketing is focused on paying individuals based on the number of website visits they generate.

<p>False (B)</p> Signup and view all the answers

What is the goal of traffic-based advertising (CPC)?

<p>To drive website visits.</p> Signup and view all the answers

Cookies are small text files that store ______ on a user's computer.

<p>user data</p> Signup and view all the answers

Which bidding strategy focuses on conversions and often provides good ROI?

<p>Acquisition (CPA) (B)</p> Signup and view all the answers

Match the following advertising methods with their definitions:

<p>Paid Influencers = Individuals who promote products for payment Affiliate Marketing = Performance-based marketing for driving sales Social Media Ads = Paid ads on platforms to target specific demographics Cookies = Files that store user data for tracking</p> Signup and view all the answers

Social media ads can only be used for brand awareness.

<p>False (B)</p> Signup and view all the answers

Cookies help websites remember you so you don’t have to ______ every time you visit.

<p>log in</p> Signup and view all the answers

Which of the following is NOT a key feature of the customer journey?

<p>Strictly linear stages (C)</p> Signup and view all the answers

Emotional factors do not play a role in customer decision-making.

<p>False (B)</p> Signup and view all the answers

What stage of the customer journey focuses on retaining customers?

<p>Loyalty</p> Signup and view all the answers

In the customer journey, ________ refers to the initial stage where attention is captured.

<p>Awareness</p> Signup and view all the answers

Match the following stages of the customer journey with their primary focus:

<p>Awareness = Capture attention Consideration = Provide deeper information Conversion = Encourage action Advocacy = Turn customers into promoters</p> Signup and view all the answers

What do 'drivers' refer to in the context of customer behavior?

<p>Factors pushing toward a purchase (A)</p> Signup and view all the answers

What is one of the main barriers that can prevent customers from progressing in their journey?

<p>Technical difficulties (B)</p> Signup and view all the answers

All customers experience the customer journey in precisely the same way.

<p>False (B)</p> Signup and view all the answers

What type of data collection is authorized in personalized advertising?

<p>Location, browsing history, app usage</p> Signup and view all the answers

Attention spans are reported to be less than 5 seconds.

<p>False (B)</p> Signup and view all the answers

What is the psychological phenomenon called where individuals remember something that stands out?

<p>Von Restorff effect</p> Signup and view all the answers

One technique used to encourage social sharing and recommendations is to _____ your audience.

<p>weaponize</p> Signup and view all the answers

Which of the following is a critical source for audience analysis?

<p>Google Analytics (A)</p> Signup and view all the answers

Multi-channel marketing strategies are less effective than single-channel strategies.

<p>False (B)</p> Signup and view all the answers

What is a key emotional strategy mentioned for enhancing ad memorability?

<p>Tap into emotions</p> Signup and view all the answers

Match the marketing tactic with its description:

<p>Distinctive Assets = Unique logos, sounds, or packaging Pick an Enemy = Opposing a competitor or concept Weaponize Your Audience = Encouraging social sharing and recommendations Emotion in Advertising = Using emotional appeal to enhance memorability</p> Signup and view all the answers

Flashcards

Digital Strategy

A structured plan that uses modern digital tools and tactics to achieve long-term marketing and business goals.

Research

Collecting and analyzing data to understand your target audience, competitors, and market trends.

Strategy

High-level plans to achieve specific marketing objectives.

Tactics

Specific actions to execute the strategy and achieve desired outcomes.

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Earned Media

Organic external reach through reviews, mentions, partnerships, ambassadors, or digital PR.

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Owned Media

Platforms controlled by the business like websites, email campaigns, social channels, or search engine results.

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Paid Media

Ads and promotions requiring financial investment such as PPC, display ads, or social media ads.

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Pay-Per-Click (PPC)

A digital advertising model where advertisers pay a fee each time one of their ads is clicked.

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Paid Influencers

Individuals with a large online following who are paid to promote products or services to their audience.

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Affiliate Marketing

A type of marketing where businesses reward affiliates for driving traffic or sales to their products.

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Social Media Ads

Paid advertisements that appear on social media platforms like Facebook, Instagram, and Twitter. They allow businesses to target specific audiences.

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CPM (Cost Per Mille)

A bidding strategy in paid media where advertisers pay per 1,000 impressions. It focuses on spreading brand awareness.

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CPC (Cost Per Click)

A bidding strategy in paid media where advertisers pay per click. It focuses on driving traffic to a website.

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CPA (Cost Per Acquisition)

A bidding strategy in paid media where advertisers pay for every conversion. It focuses on getting the most bang for your buck.

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Cookies

Small text files stored on a user's computer or mobile device. They contain data about your online activity and preferences.

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Online Tracking

The practice of gathering and using personal data for ad targeting and personalization. Raises ethical concerns.

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Customer Journey

A roadmap outlining how customers interact with a business, from initial awareness to becoming brand advocates.

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Customer Needs

The motivations and desires that drive a customer to seek out a solution or product. These are rooted in fundamental human needs or specific life circumstances.

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Customer Drivers

Factors that push customers towards choosing a particular product, service, or brand. These can be internal (personal preferences) or external (social trends).

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Awareness Stage

The stage where a business aims to capture attention and inform potential customers, often through ads or blog posts.

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Consideration Stage

The stage where customers explore a product or service in more detail, often through case studies, webinars, or thorough research.

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Conversion Stage

The stage where businesses encourage customers to take action, such as making a purchase, signing up for a service, or downloading a resource.

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Loyalty Stage

The stage where businesses aim to retain existing customers and cultivate long-term relationships, often through email updates, loyalty programs, or exclusive offers.

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Advocacy Stage

The stage where businesses turn satisfied customers into brand promoters, encouraging them to spread the word and advocate for the brand.

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Barriers to Conversion

Obstacles preventing customers from making a purchase or continuing their journey. These can be related to price, trust, usability, or technical difficulties.

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Distinctive Assets

The unique elements that make a brand stand out and memorable, such as logos, packaging, sounds, or rituals.

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Von Restorff Effect

A psychological phenomenon where people remember something that stands out from a group of similar items. In marketing, using unexpected or different visuals or messaging can help your brand be memorable.

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Emotional Appeal in Marketing

Advertising that aims to evoke strong emotions in the audience. This can make messages more memorable and effective.

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Multi-Channel Marketing

Targeting customers through various channels such as search engines, social media, email, websites, and traditional media like store visits or print.

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Competitor Analysis

Evaluating direct, indirect, and replacement competitors to understand their strengths, weaknesses, and strategies. This helps businesses develop effective competitive advantages.

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Audience Analysis

Using AI, surveys, and social listening tools to understand an audience's demographics, interests, and behaviors. This helps businesses tailor their marketing campaigns effectively.

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Weaponizing Your Audience

A type of marketing that uses the power of social media and reviews to encourage word-of-mouth recommendations and build brand trust.

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Study Notes

Digital Marketing Strategy and Tactics

  • Digital strategy is a structured plan using modern tools and tactics to achieve long-term business goals.
  • Core elements of a strategy include:
    • Research: Collecting and analyzing data
    • Strategy: High-level plans to meet objectives
    • Tactics: Specific actions to execute the strategy
  • Digital evolution has progressed from social media (2007) to mobile apps and advanced personalization (2022).
  • Digital marketing includes Earned, Owned, and Paid Media:
    • Earned Media: Organic external reach (e.g., reviews, social mentions)
    • Owned Media: Platforms controlled by the business (e.g., website, social channels)
    • Paid Media: Ads and promotions requiring financial investment (e.g., PPC, display ads)
    • Earned + Owned: Increases owned content's virality.
    • Paid + Owned: Increases reach of owned content.
    • Multi-channel is more efficient than a single channel.
  • Pay-Per-Click (PPC) is an advertising model where advertisers pay each time an ad is clicked.
    • Examples include Google Ads and Bing Ads.
  • Display Ads are visual ads appearing on websites, apps, and social media platforms.
    • These ads often include images, text, and sometimes video.
    • Examples include banner ads, sidebar ads, and image ads.

Retargeting

  • Retargeting targets users who have previously interacted with a website, app, or social media profiles.
  • The goal is to re-engage users and bring them back to complete a desired action, such as purchasing a product.
  • Influencers are individuals with a significant online following.
  • Businesses pay them to promote their products or services to their audience.

Affiliate Marketing

  • Affiliate marketing is a performance-based marketing model. Businesses give rewards to affiliates who drive traffic or generate sales.
  • Affiliates earn a commission for each purchase made through their unique link.

Social Media Ads

  • Paid advertisements on social media platforms (e.g., Facebook, Instagram, Twitter).
  • They allow targeting specific demographics, interests, and behaviors.

Bidding Strategies in Paid Media

  • Visibility (CPM): Paying per 1000 impressions. Commonly used for brand awareness.
  • Traffic (CPC): Paying per click. Useful to drive website visits.
  • Acquisition (CPA): Paying per acquisition. Focuses on conversions.

Customer Journey

  • The customer journey is a roadmap detailing customer interactions with a business.
  • It's a process that's non-linear, multi-channel, and involves emotional and rational decisions.
  • Stages Include: Awareness, Consideration, Conversion, Loyalty, and Advocacy.

Creative Tactics to Stand Out

  • Successful marketing requires strategies to combat content overload. Attention spans are short.
  • Creativity is crucial. Techniques include:
    • Distinctive assets (e.g., unique logos, packaging)
    • "Zigging when everyone zags" (standing out)
    • Tap into emotions
    • Pick an enemy (differentiating from competitors)
    • Weaponize your audience (leveraging word-of-mouth)

Multi-Channel Marketing

  • Multi-channel campaigns offer better results than single-channel strategies.
  • Examples of channels include search engines, social media, email, websites, and offline channels like store visits and print media.

Measurement and Reporting

  • Key Performance Indicators (KPIs) are used to measure marketing performance including: awareness, engagement, conversions and advocacy.

Cookies and Online Tracking

  • Cookies store user data for personalized experiences and ad targeting.
  • Ethical considerations for online tracking require transparency.

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Digital Marketing Tactics Summary PDF

Description

Test your knowledge on key concepts in digital marketing. This quiz covers topics such as media types, advertising models, and strategies for engagement. Perfect for anyone looking to enhance their understanding of digital strategies.

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