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

    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</p> Signup and view all the answers

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

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

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

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

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

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

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

    <p>False</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

    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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    Related Documents

    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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