Strategy 01 - Foundations, Overarching, Resources
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Questions and Answers

What are the core components of digital strategy development?

  • Objectives, traditional marketing, content creation, and analytics
  • Objectives, email marketing, mobile app development, and customer service
  • Objectives, social media marketing, SEO strategy, and influencer marketing
  • Objectives, channel strategy, content strategy, media strategy, and tactics (correct)

    • How are objectives categorized in digital strategy development?

  • Awareness, consideration, conversion, and retention (correct)
  • Acquisition, engagement, conversion, and loyalty
  • Reach, frequency, impact, and engagement
  • Attention, interest, desire, and action

    • What tools can be used to identify awareness levels of a product or brand?

  • Pinterest Analytics and Snapchat Insights
  • Google Keyword Planner and Google Trends (correct)
  • Twitter Analytics and LinkedIn Page Analytics
  • Facebook Insights and Instagram Analytics

    • What does consideration involve in digital strategy development?

    <p>Driving recall of unique selling propositions or emotional selling propositions to encourage consumer decision-making</p> Signup and view all the answers

    What does media strategy involve in digital strategy development?

    <p>Utilizing paid activity to reach the right people using available targeting and formats</p> Signup and view all the answers

    What is the role of tactics in digital strategy development?

    <p>Individual executions that make up the strategy</p> Signup and view all the answers

    What does channel strategy involve in digital strategy development?

    <p>Understanding how to utilize different digital platforms effectively and target the audience engaging with them</p> Signup and view all the answers

    What is a key foundation of digital strategy?

    <p>Understanding audience behaviors</p> Signup and view all the answers

    In the context of digital strategy, what is often mistaken for tactics?

    <p>Short-term specific goals</p> Signup and view all the answers

    What do digital strategies primarily focus on?

    <p>Long-term digital objectives</p> Signup and view all the answers

    What do true digital practitioners utilize to get results?

    <p>Content, paid advertising, customer connections</p> Signup and view all the answers

    What is a key aspect of digital strategy plans?

    <p>Operating across all digital channels</p> Signup and view all the answers

    What does strategy primarily involve in relation to the customer?

    <p>How the customer connects with the brand</p> Signup and view all the answers

    What does digital marketing strategy delivery involve?

    <p>Understanding resources, setting timelines and budgets, analyzing past activity, and assigning ownership of activities and KPIs</p> Signup and view all the answers

    What is the primary focus of digital strategy philosophies?

    <p>Digital as content, advertising, participation, or a balance of all three</p> Signup and view all the answers

    What can add value to customer lives beyond advertising in digital marketing?

    <p>Engagement through social channels or email content</p> Signup and view all the answers

    What does digital marketing consist of?

    <p>All online activities, creative formats, and messaging aimed at engaging consumers using both free and paid channels</p> Signup and view all the answers

    What is crucial for efficient project development in digital marketing?

    <p>Bringing in the right people at the right time</p> Signup and view all the answers

    What step should be taken when putting together a digital plan?

    <p>Assess project requirements and match them to the team's skillset</p> Signup and view all the answers

    What is the purpose of a resource map in project planning?

    <p>To illustrate project requirements against current availability</p> Signup and view all the answers

    Why is a resource map considered important for digital projects?

    <p>It can help build the case for securing more resources</p> Signup and view all the answers

    What does under-investment in digital often lead to?

    <p>Rapid turn of success into failure</p> Signup and view all the answers

    When considering outside help for digital projects, what is suggested as an option?

    <p>Consider an agency or freelancers to bridge the skills gap</p> Signup and view all the answers

    What does a resource map allow you to do?

    <p>Illustrate project requirements against current availability.</p> Signup and view all the answers

    What can a resource map help you secure?

    <p>'Buy-in' from managers and budget holders.</p> Signup and view all the answers

    What is crucial when putting together a digital plan?

    <p>The right people in place to deliver on your plan and objectives.</p> Signup and view all the answers

    What does under-investment in digital often suffer from?

    <p>Rapid turn of success into failure</p> Signup and view all the answers

    Study Notes

    Digital Marketing Strategy and Execution

    • Strategy delivery involves understanding resources, setting timelines and budgets, analyzing past activity, and assigning ownership of activities and KPIs.
    • Understanding digital marketing strategy involves establishing foundations, evaluating current strategy and resources, and confirming crucial requirements.
    • Digital strategy philosophies include digital as content, advertising, participation, or a balance of all three.
    • Engagement through social channels or email content can add value to customer lives beyond advertising, impacting brand equity positively.
    • The overarching strategy should be a clear, simple sentence based on a core insight gathered from audience, channel, and product research.
    • Digital marketing utilizes digital tools for marketing purposes, while digital media refers to the channels used to distribute the messaging.
    • Digital marketing consists of all online activities, creative formats, and messaging aimed at engaging consumers using both free and paid channels.
    • Digital media refers to channels like Google, Facebook, Twitter, and email used to distribute digital marketing messaging.
    • Time and money are crucial factors in digital marketing, as it can be time-consuming, labor-intensive, and may require upskilling or hiring additional staff.
    • Digital marketing was historically perceived as relatively free and cost-effective, but in reality, it requires more time, investment, and tools for effective measurement.
    • People are the most underestimated resource in digital marketing, and bringing in the right people at the right time is crucial for efficient project development.
    • Understanding available resources, setting timelines and budgets, and assigning ownership of activities and KPIs are essential for delivering on digital marketing objectives.

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    Test your knowledge of creating a digital marketing strategy by understanding available resources, setting timelines and budgets, looking at current and past activity, and assigning ownership of activities and KPIs to team members or stakeholders. Explore the three-pronged approach to understanding the outputs of a digital marketing strategy.

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