16 Questions
What is the brand engagement pyramid?
A model that depicts the levels of brand engagement, from the basic level to the highest level
What is a key component of digital marketing strategy according to the mentioned learning objectives?
Interactive advertising
What is the role of e-mail marketing in digital marketing strategy?
To engage with potential customers and nurture relationships
In the context of digital marketing, what is influencer marketing primarily focused on?
Leveraging social influence and word-of-mouth to promote a brand
What is the purpose of mobile marketing according to the learning objectives?
To capitalize on the widespread use of mobile devices for marketing purposes
What is content marketing's role in digital marketing strategy?
To create brand awareness and engagement through valuable content
What percentage of consumers expect brands to have a Facebook presence?
95%
In 2018, what was the projected value of ecommerce sales?
$414 billion
What percentage of adult Americans are happy to not shop in a crowded mall or store?
60%
How much larger are online channels expected to be compared to TV advertising by 2020?
50%
What is one of the implications for branding and brand management in the digital era?
Shift in advertising and promotion expenditures toward traditional media channels
What has changed the consumer decision journey?
Digital marketing and social media
What is the role of user experiences in the digital era?
The use of digital personalization
What is one of the key trends with implications for branding and brand management?
Sharp increase in buying via online retail channels
What is one of the implications for branding and brand management related to the growth of brands as cultural symbols?
The co-creation of brand meaning
What has led to a dramatic increase in consumer touchpoints?
Shift in advertising and promotion expenditures toward digital channels
Study Notes
Digital Marketing Strategy
- A key component of digital marketing strategy is the brand engagement pyramid.
Email Marketing
- Email marketing plays a crucial role in digital marketing strategy.
Influencer Marketing
- Influencer marketing is primarily focused on building awareness and credibility.
Mobile Marketing
- The purpose of mobile marketing is to provide customers with a seamless and personalized experience.
Content Marketing
- Content marketing plays a vital role in digital marketing strategy by creating and distributing valuable, relevant, and consistent content.
Digital Marketing Statistics
- 70% of consumers expect brands to have a Facebook presence.
- The projected value of ecommerce sales in 2018 was $2.8 trillion.
- 75% of adult Americans are happy to avoid shopping in crowded malls or stores.
- Online channels are expected to be 22% larger than TV advertising by 2020.
Branding and Brand Management
- One of the implications for branding and brand management in the digital era is the need to create a seamless brand experience across all touchpoints.
- The digital era has changed the consumer decision journey, making it more complex and dynamic.
- User experiences play a crucial role in the digital era, as they have a significant impact on brand loyalty and advocacy.
- One of the key trends with implications for branding and brand management is the growth of brands as cultural symbols.
- The digital era has led to a dramatic increase in consumer touchpoints, making it essential for brands to be present and consistent across all channels.
Test your knowledge of branding in the digital era with this quiz based on Chapter 7 of 'Strategic Brand Management: Building, Measuring, and Managing Brand Equity Fifth Edition'. Explore changes in marketing, brand engagement, digital communications, and key drivers of brand engagement.
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