Strategy 03 - Research

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Questions and Answers

What is the purpose of conducting a social and channel audit?

Analyzing website performance
Identifying existing social media and other channels, their function, and performance (correct)
Developing insights into target audience
Understanding historical data

Why is it important to have access and login details for all channels and analytics?

To understand historical data
To monitor audience research
To ensure continued access to channels even after personnel changes (correct)
To track website analytics

What is the significance of identifying administrators of various channels?

To prevent security concerns and ensure appropriate access control (correct)
To monitor website performance
To develop insights into target audience
To understand historical data

Why is it essential to note existing resources dedicated to daily operations?

To efficiently utilize resources and identify potential reallocation needs (B) Signup and view all the answers

What does audience research primarily involve?

Developing specific insights into target audience to guide activities (C) Signup and view all the answers

Why is understanding the chain of command crucial in digital activity?

To determine decision-making responsibility and accountability (B) Signup and view all the answers

What is the main purpose of competitor research?

To establish a clear picture of the competitive landscape and understand your place amongst competitors (D) Signup and view all the answers

What does a creative brief primarily use to inspire campaign ideas?

Product, audience, and competitor insights (B) Signup and view all the answers

What is the output of a media brief?

Channel plan detailing all channels, paid and free (A) Signup and view all the answers

What can competitor research help identify?

Gaps and opportunities to capitalize on (B) Signup and view all the answers

What does a brief allow you to identify?

The most important insights and understandings that will inform your strategy (C) Signup and view all the answers

What is the main purpose of writing a brief?

Provide a series of instructions for strategy development across media and creative. (C) Signup and view all the answers

What does the Facebook Audience Insight Tool provide?

Audience interests, locations, engagement rates, and demographics for refining messaging and targeting on Facebook (D) Signup and view all the answers

What is the primary purpose of Consumer Barometer?

To measure consumer patterns and gain insights across industries and locations (B) Signup and view all the answers

What is the difference between observational social listening and empirical social listening?

Observational social listening relies on observing keywords, hashtags, and tags without paid tools, while empirical social listening verifies assumptions with hard numbers (A) Signup and view all the answers

What can be achieved through Google Keyword Planner and Display Planner?

Providing search trends and website visitor characteristics to identify types of sites audience browses (A) Signup and view all the answers

What does audience personas help build insight into?

Motivations, interests, digital channel choices, content preferences, search behavior, device usage, age, gender, and quirks (D) Signup and view all the answers

What is the purpose of Brandwatch and Pulsar?

Audience listening platforms to monitor brand mentions on social media and around the web (B) Signup and view all the answers

What is the purpose of a research map?

To document and map research to derive insights (B) Signup and view all the answers

What kind of information does desk research provide?

Demographics, insights, and trends (A) Signup and view all the answers

What is the purpose of a digital audit?

Assessment of all active media channels and their current effectiveness (D) Signup and view all the answers

Which type of research provides valuable insights directly related to your business?

Owned research, such as website analytics, current customer research, and social channel insights (A) Signup and view all the answers

What helps establish awareness of digital within an organization during the audit process?

The audit process itself (D) Signup and view all the answers

What are the factors to consider in a digital audit?

A site audit, social media audit, content audit, and technical SEO audit (D) Signup and view all the answers

What is the purpose of conducting channel analytics during the Research phase?

To utilize existing data on existing channels to make decisions (C) Signup and view all the answers

What is the main role of the research phase in developing a strategy?

To learn as much as possible about the target audience, industry, and environment (C) Signup and view all the answers

What does research mapping aim to achieve during the Research phase?

Identifying all the points of data that will input to strategy (B) Signup and view all the answers

What is the purpose of social listening during the Research phase?

Observing how people talk about the brand, category, or industry on social media (A) Signup and view all the answers

What does audience research aim to accomplish during the Research phase?

Finding out more about the target audience to reach them effectively (D) Signup and view all the answers

What insight does keyword research aim to provide during the Research phase?

To identify popular search terms and phrases related to the industry or topic (C) Signup and view all the answers

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Study Notes

A research map is a plan used by marketers to document and map their research to derive insights, acting as a simple mind map.
Things to plot on a research map include audience insights and findings related to the challenges faced.
It is essential to critically evaluate research, differentiating between reliable and unreliable sources.
Owned research, such as website analytics, current customer research, and social channel insights, provides valuable insights directly related to your business.
Desk research is easily accessible information found through online sources, helping discover demographics, insights, and trends.
Google is a highly effective desk research tool, allowing you to ask questions and find answers related to your audience, industry, and channel inquiries.
A digital audit is an assessment of all active media channels and their current effectiveness, conducted to understand the available channels for your strategy.
A digital audit includes evaluating the status of your existing website, site analytics, social media profiles, and accounts, as well as identifying who has been operating them.
The audit process helps establish awareness of digital within your organization and can be used to overcome internal politics.
Factors to consider in a digital audit include a site audit, social media audit, content audit, and technical SEO audit.

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