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Questions and Answers
What is the primary way to manage the customer relationship experience?
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?
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?
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?
How long does it take to create digital assets?
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What is a critical component of digital marketing strategy?
What is a critical component of digital marketing strategy?
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What is the purpose of building digital assets?
What is the purpose of building digital assets?
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What is the 7A's of Digital Marketing strategy?
What is the 7A's of Digital Marketing strategy?
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What is the primary goal of digital marketing?
What is the primary goal of digital marketing?
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What is the benefit of digital word-of-mouth marketing?
What is the benefit of digital word-of-mouth marketing?
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Why is it important to understand the competitive landscape in digital marketing?
Why is it important to understand the competitive landscape in digital marketing?
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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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