Digital Marketing Strategy
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Questions and Answers

What is the primary way to manage the customer relationship experience?

  • Spreading helpful information through digital word-of-mouth
  • Conducting competitor analysis
  • Collecting digital assets
  • Conscious efforts to manage the customer relationship experience (correct)

    • What is digital word-of-mouth (WOM) marketing?

  • Building a social following on digital platforms
  • Online advertising through social media
  • Online dialogue with others about their relationship with an organization (correct)
  • Digital marketing strategy that analyses competitors

    • What are digital assets?

  • Only digital items that are valuable to consumers
  • Digital marketing strategies and tactics
  • All digital items of value that an organization owns, including content, data, websites, and accounts (correct)
  • Only digital items that are valuable to the organization

    • How long does it take to create digital assets?

    <p>It may take years</p> Signup and view all the answers

    What is a critical component of digital marketing strategy?

    <p>Competitor analysis</p> Signup and view all the answers

    What is the purpose of building digital assets?

    <p>To have value for the organization and consumers</p> Signup and view all the answers

    What is the 7A's of Digital Marketing strategy?

    <p>Digital marketing strategy that is in addition to the 4P's strategy</p> Signup and view all the answers

    What is the primary goal of digital marketing?

    <p>To manage the customer relationship experience</p> Signup and view all the answers

    What is the benefit of digital word-of-mouth marketing?

    <p>It helps to spread helpful information about an organization</p> Signup and view all the answers

    Why is it important to understand the competitive landscape in digital marketing?

    <p>To make informed decisions in digital marketing</p> Signup and view all the answers

    Study Notes

    Digital Marketing Strategy

    • Creating a strategic digital marketing plan involves defining digital marketing strategies and establishing digital marketing goals
    • It involves identifying a target market, creating a marketing mix, and planning to build a sustainable competitive advantage
    • Digital marketing strategy should be distinguished from digital marketing tactics, which are specific digital marketing activities to achieve the overall strategy

    Digital Marketing Planning Process

    • The strategic digital marketing planning process is a procedure to plan and document strategic direction for digital marketing activities
    • It involves three stages: understanding the market, developing marketing strategies, and implementing and controlling marketing efforts

    Basic Digital Marketing Strategies and Tactics

    • Digital marketing pricing strategies include:
      • Subscription-based pricing: customers pay a flat fee each subscription period
      • Flat-fee pricing: customers pay an agreed-upon, unvarying fee for a level of service
      • Bundled pricing: offering products or services at a lower price when bundled together
      • Freemium pricing: offering a basic service at no charge and charging for added services or a premium service level

    Digital Marketing Place Strategies

    • Digital marketing place strategies start with decisions about the digital marketing channel
    • Strategies include:
      • Omni-channel strategy: offering products or services across various channels, including digital and physical retail outlets
      • Disintermediation strategy: removing or not including intermediaries and reaching consumers directly

    Digital Assets and Competitive Analysis

    • Digital assets include content, data, websites, and accounts that have value for the organization and consumers
    • Understanding the competitive landscape is crucial, including analyzing competitors' digital marketing strategies using the 4P's and 7A's frameworks
    • The 7A's of digital marketing involve analyzing a competitor's awareness, availability, affiliation, action, appliance, agency, and activities

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    Description

    Understand how digital marketing strategy fits within overall marketing strategy and identify the stages of digital marketing planning process.

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