Digital Marketing Quiz 3

February 28th to March 7th

Takeaways of “Chinese Retailers Reinventing Customer Journey”

• AI-Powered Personalization: AI tailors recommendations, search results, and customer interactions.

• Seamless O2O Integration: Digital and physical shopping blend for convenience.

• Live Commerce & Social Shopping: Influencers and livestreams drive real-time purchases.

• Rapid Trend Adaptation: AI helps brands quickly spot and launch new trends.

• Gamification & Engagement: Rewards and interactive experiences boost loyalty.

• Smart Logistics & Instant Delivery: AI streamlines fast and efficient order fulfillment.

• Super App Ecosystems: Platforms integrate shopping, payments, and social features.

• Data-Driven Decisions: Retailers use consumer data to predict behavior and optimize sales.

Summary of Amperity Case

• Strategic Pivot: Amperity must choose between strengthening its CDP focus or expanding into ad-tech, risking identity dilution and resource strain.

• First-Party Data Advantage: As cookies fade, Amperity can help advertisers with privacy-compliant targeting.

• Pricing Model Issues: Fixed pricing limits flexibility; ad-tech may require commission-based pricing, but balancing revenue and trust is key.

• AI Disruption: Generative AI is in demand, but integrating it could shift focus from core strengths while competitors innovate.

Search Engine Optimization (SEO)

helps websites rank higher on search engine results pages (SE RPs)—web pages where search results are displayed. 

Benefits of properly maintained SEO can include: 

• Consumer exposure to brands 

• Increased visits to digital assets 

• Increased conversions and revenue 

SEO can draw 

• Leads: prospective customers who may be converted to actual customers 

• Qualified Leads: consumers who are more likely than other leads to convert to customer

SEO considerations and strategies

Keyword strategies: Use very relevant keywords, Conduct keyword research, Avoid keyword stuffing

Website SEO: Select an appropriate domain name, Help search engines crawl website, Add an effective sitemap, Improve page speed, Implement good website security, Have quality links, references, and mentions

Content: Provide relevant and engaging content, as well as new content

Keyword Research

involves determining which keywords and key phrases to target in an organization’s website. There are a variety of tools available for research: 

• Google’s Keyword Planner 

• Microsoft’s Keyword Planner Tool 

• Semrush’s Keyword Magic Tool 

• Keyword Tool.io 

• Term Explorer 

• Moz’s Keyword Difficulty Tool 

• Ahref’s Explorer 

sitemap file

is a document that links to key web pages on an organization’s site; it is meant for use by a search engine.  

it is meant for use by consumers. 

Search Engine Marketing (SEM)

What is SEM?
Paid search advertising where businesses bid on keywords to appear on search engine results pages (SERPs). Unlike SEO, SEM focuses on paid placements.

Key Objectives:

• Drive traffic & leads

• Convert leads into purchases

• Gain customer insights

• Build brand trust & reputation

• Improve conversion rate optimization (CRO)

Example:
A search for “smart fridge” triggers paid ads—an SEM tactic. Google selects ads based on search terms, interests, and user data.

SEM Brand Strategy and Considerations

Brand Strategy Example:

• Dove: Highlights benefits (e.g., "Tough on Sweat, Not on Skin").

• Axe: Uses education & product value (e.g., "How to Use" + "Stay Fresh").

SEM Considerations:

• Analyze ROI for different search engines (e.g., Bing may be more cost-effective).

• Brands may advertise on multiple search engines based on strategy.

Bidding Model Definitions

• Cost per click (CPC): advertiser pays each time an ad is clicked on 

• Cost per impression (CPM) or cost per viewable impression (vCPM): advertiser pays for impressions or views 

• Cost per action/acquisition (CPA): advertiser pays for conversions 

• Cost per view (CPV): advertiser pays for video views and related interactions 

 

manual bidding process

when the advertiser specifically selects the max bid, is recommended when a search marketer is confident about what they wish to spend. The search marketer may use keyword research tools to obtain a bid estimate or even a suggested bid. 

automated bidding

allows the search company to set bid amounts based on the advertiser’s stated goals, is recommended when a search marketer may not be sure how much they want to bid. Some types of automated bidding, such as smart bidding, use machine learning to increase ad conversion rates. 

The Creator Economy & Influencer Marketing Takeaways

1. Marketing is Getting More Personal: Audiences crave authentic, one-on-one connections. 

Takeaway: Focus on storytelling and direct engagement. 

2. Creators Are the New Marketing Leaders: Social media drives discovery, shifting power to micro and nano-influencers. 

Takeaway: Brands will invest more in creator partnerships. 

3. AI Enhances, But Doesn’t Replace, Creativity: 81% of marketers use AI, but human storytelling wins. 

    

Takeaway: Use AI for efficiency but keep content genuine. 

4. Community Matters More Than Virality: Long-term engagement beats one-time viral hits. 

     

Takeaway: Build real relationships through private groups and exclusive content. 

 

Types of Influencers Brands Like

• Social Media Stars: Large reach across platforms, high engagement rates 

• Industry Experts: Credibility in specific fields, trusted recommendations 

• Content Creators: High-quality, consistent content production 

• Community Builders: Strong relationships with engaged followers 

• Micro-Influencers: Niche audiences with exceptional trust and conversion rates 

• Long-Term Partners: Consistent brand advocates rather than one-off promotions 

• Data-Driven Creators: Those who understand analytics and optimize for results 

• Authentic Voices: Genuine passion that resonates with their audience 

• Compliance-Conscious: Follow disclosure rules without being prompted 

Influencer Categories

Mega Influencers, Micro Influencers, Macro Influencers, Nano Influencers, Creator Economy

Mega Influencers

• MrBeast: Over 300 million YouTube subscribers. Knows for extravagant giveaways and philanthropy. 

• Kylie Jenner: Built Kylie Cosmetics into $375M/year empire through Instagram influence 

• IShowSpeed: 20-year-old Twitch streamer with over 27M subscribers. Known through gaming, sports commentary (CR7 fandom). 

Micro Influencers

• Carter Sullivan: YouTuber with 100K subscribers, focusing on personal finance. No-BS takes on money resonates with Gen-Z. 

• Isabel McGuire: TikTok electrician with 200K followers, sharing trade skills and humor. Collab with Home depot tool tutorial series.  

• Sarah Baska: YouTuber and TikToker with 80K followers focused on comedy, lifestyle and Gen Z humor. ”Hot Mess” energy and rants about everyday life, made her audience love her. 

Macro Influencers

• Emma Chamberlain: Started as YouTuber 12M+ subscribers, now podcaster and entrepreneur with a coffee brand.  

• LilNas X: 10M Instagram Followers, rapper, known for bold authenticity “2021 Satan Shoes” 

• Huda Kattan (Huda Beauty): A beauty influencer turned entrepreneur with $250M annual revenue 

 

Nano Influencers

• Nina Chantel: ATL based wellness and travel creator with 9.9K Instagram followers. She is in her 30s but connects with Gen Z through self care tips and travel experiences.  

• Vasudha S. Chicago-based lifestyle and fashion influencer with 9.7K Instagram. Budget friendly “shop my closet” content led to Aerie collab. 

• Chelsi Gregory: Artist and Creative with 8K Instagram followers, sharing colorful sketchs. Partners with Michaels to promote affordable art. 

Creator Economy

• Creator Economy: Independent content creators monetizing their skills through platforms or direct audience engagement. 

• Influencer Marketing: Brands partnering with creators to promote products/services using their credibility and audience reach. 

• Market Size: 300M + creators globally. $480B projected value by 2027. 75.6% of marketers allocating budget to influencer marketing. 

what makes a creator? and how do they connect with audiences?

• content creation, engagement, promotion

how do they connect with audiences?

• authenticity, expertise, entertainment

How marketers can strategically use social media - POST

People, Objectives, Strategy, Technology

people first approach

What NOT to Do:
🚫 Focus solely on business goals
🚫 Just push messages on social media
🚫 Sound like a sales pitch (“Hey, can I sell you something?”)

What TO Do:
✅ Provide value by helping consumers create, connect, control, and compete

Example:
❌ Sales-First: “Buy our new skincare line for 20% off this weekend only!”
✅ People-First: “We know winter can be tough on sensitive skin, so we created a fragrance-free moisturizer with dermatologists. @NorhanZouak shared how it helped her eczema—what’s your skincare journey?”

5 Cs of Customer Motivation (KNOW THIS)

1. Consume

• Make exciting, shareable content

• Examples: How-to videos, guides, engaging stories, quality information

2. Connect

• Offer ways to connect with the brand & other followers

• Examples: Polls, Q&A, exclusive details

3. Control

• Give users control of the space

• Examples: Product feedback, voting, co-creation

4. Compete

• Offer competitions & showcase winners

• Examples: Contests, giveaways

5. Create

• Give users tools & incentives to create content

• Examples: User-generated ads, product ideas

5 Cs of Customer Motivation Examples (KNOW THIS)

1. Consume – GoPro

• Shares user-generated adventure videos showcasing products in action without explicit selling.

• Instagram features stunning customer content to inspire similar experiences.

2. Connect – Starbucks

• Uses #RedCupContest for customers to share holiday cup designs.

• Engages with followers through responses, seasonal preference questions, and polls on new flavors.

3. Control – Nike

• Nike By You program lets customers design personalized shoes.

• Uses social media for feedback on new products and incorporates customer suggestions.

4. Compete – Chipotle

• Ran #ChipotleSponsorMe TikTok challenge where fans created videos for sponsorship.

• Winners got free burritos for a year and featured content on Chipotle’s channels.

5. Create – LEGO

• LEGO Ideas platform lets fans submit designs that can become official sets with enough community votes.

• Features community designs prominently on social media and credits creators.

Best Times to Post on Social Media

Q: What are the best overall times to post on social media?
9 a.m. or 10 a.m. on Tuesdays, Wednesdays, and Thursdays.

Q: Facebook?
8 a.m. to noon on Tuesdays and Thursdays; 3 a.m. Monday–Friday.

Q: Instagram?
10 a.m. to 1 p.m. on Tuesdays and Wednesdays.

Q: X (formerly Twitter)?
8 a.m. on Mondays and Thursdays; 9 a.m. on Tuesdays and Wednesdays.

Q: LinkedIn?
9 a.m. or 10 a.m. on Tuesdays and Wednesdays.

Social Media Storytelling Strategies

Social storytelling is fundamental to social media; it helps with the brand narrative, which is a brand’s story. Brands should provide a story that is 

• Memorable 

• Provides greater engagement 

• Captures consumer interest 

For example:

• Tech Savvy Mama shares personal stories, like one on digital safety for children, which resonates with parents.

• Pinterest users are drawn to visual content, so brands like Ashley Furniture use it to showcase "Bedroom Goals," inspiring customers and guiding them through the buying process.

Social Media Algorithms

Social media algorithms control what content your audience sees, making understanding these systems essential for successful influencer and social marketing campaigns. 

TikTok's algorithm is particularly loved by “Isabella Ortiz and Others” because it: 

• Focuses heavily on content relevance rather than just relationship networks 

• Analyzes viewing duration – how long you watch each video is more important than likes 

• Learns preferences extremely quickly – can tailor content to your interests within minutes 

• Considers subtle interactions like replays, shares, and even pauses within videos 

• Prioritizes content discovery over following specific creators, making it easier to find new interests 

• Creates highly personalized experiences regardless of how many accounts you follow 

• Gives new creators equal opportunity to go viral alongside established accounts 

social media content calendar

A social media content calendar is a scheduled plan of what content will be posted across all social platforms, typically organized by date, platform, content type, and campaign objectives. 

• Ensures consistent posting for better audience retention 

• Prevents rushed, low-quality content creation 

• Aligns posts with business goals and campaigns 

• Balances promotional vs. value-adding content 

• Allows strategic timing for maximum engagement 

• Simplifies performance tracking and strategy adjustments 

 

social media content analysis

Meta Business Suite allows social media marketers to review performance, trends, and content effectiveness on Facebook and Instagram. 

Meta Business Suite offers an overview option that shows alerts such as:  

• Helps identify urgent issues requiring immediate attention 

• Prevents revenue loss from poorly performing ad campaigns 

• Improves customer service by flagging missed messages 

• Support data-driven decisions by highlighting key metrics 

• Centralizes critical information in one accessible location