IT2863 Digital Marketing Strategy Quiz

To gain direction for digital marketing, understand online market share, and justify marketing resources.

Situation Analysis, Objectives, Strategy, Tactics, Actions, and Control.

Situation analysis involves assessing current digital customers, their preferred channels, and identifying competitors.

<p>To engage target audiences effectively and achieve measurable growth.</p> Signup and view all the answers

<p>Understanding the target audience helps in tailoring messages and tactics that resonate with their preferences.</p> Signup and view all the answers

<p>Greater accountability, enhanced market insights, and improved resource allocation.</p> Signup and view all the answers

<p>Limitations may include the fast-paced nature of digital trends and potential difficulty in measuring success.</p> Signup and view all the answers

<p>It acts as a blueprint guiding the formulation and implementation of the digital marketing strategy.</p> Signup and view all the answers

<p>It focuses on modifying the core or extended product to suit the digital context.</p> Signup and view all the answers

<p>In digital markets, it involves setting competitive prices and flexible pricing models to attract online customers.</p> Signup and view all the answers

<p>It refers to the distribution channels and ease of navigation for customers accessing the product online.</p> Signup and view all the answers

<p>It includes the use of marketing communications to inform customers about products and promotional techniques.</p> Signup and view all the answers

<p>It helps compare existing services with competitors and influences product demand through various elements.</p> Signup and view all the answers

<p>Consider which platforms will effectively engage the target audience and the resources available.</p> Signup and view all the answers

<p>Determining who will engage in conversations with the online audience on behalf of the company is key.</p> Signup and view all the answers

<p>The company's available resources, budget, and timelines greatly influence campaign achievability.</p> Signup and view all the answers

<p>Unique website visitors help businesses understand their web traffic over time by counting first-time visitors to a site for a defined period.</p> Signup and view all the answers

<p>To determine whether each Strategic Business Unit (SBU) is sufficiently appealing to receive a cash infusion.</p> Signup and view all the answers

<p>Pages viewed per session indicate how compelling users find the content, as this metric reflects the number of pages a user explores during a single visit.</p> Signup and view all the answers

<p>Content marketing is the strategic process of creating and amplifying content to inform, entertain, or build awareness of a brand within a target audience.</p> Signup and view all the answers

<p>'Stars' have both high market share and high growth potential, while 'Question Marks' have low market share in a high-growth market.</p> Signup and view all the answers

<p>Pull marketing, like content marketing, aims to attract customers through valuable content, while push marketing focuses on actively selling products or services.</p> Signup and view all the answers

<p>'Cash Cows' should continue to be 'milked' with minimal investment to maximize cash flow.</p> Signup and view all the answers

<p>'Dogs' are business units with low market share in a mature industry that show little future potential.</p> Signup and view all the answers

<p>Understanding user engagement metrics allows businesses to assess the quality and relevancy of their content and make necessary adjustments.</p> Signup and view all the answers

<p>Content marketing can enhance brand awareness by consistently delivering valuable and relevant information that engages the target audience.</p> Signup and view all the answers

<p>Apple's iPhones are an example of a 'Star' because they have high market share and are in a growing smartphone market.</p> Signup and view all the answers

<p>Digital engagement during a marketing campaign indicates how effectively the audience interacts with the online content being presented.</p> Signup and view all the answers

<p>'Question Marks' typically require heavy investment to grow, which can initially reduce cash flow.</p> Signup and view all the answers

<p>The company should maintain them efficiently while maximizing their cash generation with minimal reinvestment.</p> Signup and view all the answers

<p>Tracking unique visitors allows businesses to gauge the growth or decline of their audience engagement over time and tailor marketing efforts accordingly.</p> Signup and view all the answers

<p>Performance measures like market share and growth targets are used to analyze each SBU.</p> Signup and view all the answers

<p>The risk is that they may not achieve the desired market share and growth, leading to wasted resources.</p> Signup and view all the answers

<p>The Ansoff Matrix helps companies identify growth strategies based on new and existing products and markets.</p> Signup and view all the answers

<p>To increase engagement with the target audience.</p> Signup and view all the answers

<p>It draws the audience back for fresh content and improves search engine ranking.</p> Signup and view all the answers

<p>It helps to balance owned, paid, and earned media to maximize reach and effectiveness.</p> Signup and view all the answers

<p>They should ensure their strategy is inclusive and culturally sensitive.</p> Signup and view all the answers

<p>To maintain trust and avoid legal repercussions and ethical issues.</p> Signup and view all the answers

<p>It fosters a community around the brand and enhances engagement.</p> Signup and view all the answers

<p>They can lead to loss of consumer trust and possible legal action.</p> Signup and view all the answers

<p>A strong brand experience reinforces the value proposition through customer satisfaction.</p> Signup and view all the answers

<p>Promises of convenience, achievement, fun, and self-expression.</p> Signup and view all the answers

<p>Ensuring participant consent and understanding regarding data usage.</p> Signup and view all the answers

<p>Market penetration is a strategy to increase sales of existing products in current markets. A company can achieve it by enhancing promotion, distribution, or increasing prices for existing customers.</p> Signup and view all the answers

<p>Market development involves selling existing products to new markets, such as targeting new demographic groups or entering foreign countries. For example, a local brand expanding its products to an international market.</p> Signup and view all the answers

<p>Product development is the strategy of creating new products for existing markets. It focuses on innovation to meet the evolving needs of current customers.</p> Signup and view all the answers

<p>Diversification involves developing new products and selling them in new markets, which carries higher risks due to the lack of prior experience. An example is a tech company launching a new health product line in an unfamiliar industry.</p> Signup and view all the answers

<p>Monitoring and measuring are crucial for evaluating the success of a digital marketing campaign. It helps marketers understand customer needs and adjust strategies accordingly.</p> Signup and view all the answers

<p>KPIs help measure and assess the effectiveness of online marketing efforts, providing insights into performance metrics such as reach, frequency, and average time on site. They guide marketing decisions and strategy adjustments.</p> Signup and view all the answers

<p>Reach refers to the percentage of individuals exposed to a marketing message or campaign. It indicates how widely the message has been disseminated.</p> Signup and view all the answers

<p>Frequency indicates how many times an individual sees a marketing message, showing the campaign's exposure level. High frequency can reinforce the message but may also lead to ad fatigue.</p> Signup and view all the answers

<p>Average time on site measures how long users stay on a website, signaling their level of interest in the content. A longer time typically reflects greater engagement.</p> Signup and view all the answers

<p>Better promotion raises awareness and interest in existing products, encouraging more customers to make purchases. Effective campaigns can highlight product benefits and drive sales.</p> Signup and view all the answers