Digital Marketing Quiz 1

Strategic MKTG Plan

1. Plan

2. Act

3. Tech + Track

1. Plan

• Define target market

• How do add value?

• Core message

• Goals & KPIs

• Tactic selection

2. Act

• Website

• Content MKTG

• Social media

• Search

• Email

• Digital ads

• AI & new media

• Mobile

3. Tech + Track

• Metrics / KPIs

• Attribution

• Google analytics

• Marketing automation

• URL building

• Social listening

What is “strategic” digital marketing?

A series of interconnected choices we make to achieve goals

• “Strategy is what protects us from attractive distractions and other shiny objects”

The Creative Brief - 5 Parts

1. Target Market - who will we reach?

2. Value Exchange - what’s in it for them?

3. Core Message - what to communicate?

4. Goals & KPIs - what do we hope to accomplish? how will we measure?

5. Budget + Timeline - what resources will we allocate, over what time period?

Segmentation Criteria

• Demographic

• Behavioral

• Geographic

• Contextual

Demographic

I see this sponsored content on IG because the platform knows my gender

Behavioral

I see an Arhaus ad for a light fixture I recently purchased on dictionary.com (retargeting)

Geographic

Local Kroger ad appears

Contextual

I see a B2B ad from LinkedIn when I go to adage.com

Third Party Cookies

• Track user behavior between multiple sites

• Used for retargeting and ad serving

• Third party servers create them

• Accessed on any site that loads third party servers code

First Party Cookies

• Store user behavior between multiple sites

• Helps provide better UX

• Domain / site you’re on creates them

• Accessed on domain that created them

CCPA (California Consumer Privacy Act)

• Effective 2020. Applies to businesses that meet one of the three thresholds below. Must provide an option to opt out of info selling

  • Right to know, access, delete

  • Applies to personal data

  • Consent is required for selling data

GDPR (General Data Protection Regulation)

Effective May 2018. Right to rectification. Applied to companies that process personal data and operate in the EU or sell products or services to residents

Selecting a Target Market

• Narrow is better for higher conversions

• Broad is better for bigger reach

Paid, Owned, Earned Media

• Paid: Google search and shopping ads

• Owned: websites

• Earned: social media likes, comments, and shared

Marketing Funnel

Customer Journey

A visual illustration of activities, expectations, emotions, and perceptions of your customers experience

Social Listening

Marketing research technique that monitors and analyzes consumer chatter

• Not the most effective because most consumers don’t post online

• Provides real time insights into audience sentiment

A/B Testing

Compare a control asset to an experimental asset. Randomly send to customers and compare performance to gauge if it is effective.

What is Content Marketing?

Creating and distributing meaningful information that is useful to your target market

Content can (be)…

• Entertain / inspire

• Original / curated

• Company / user generated

• Informative

• Celebrate the community

• Celebrate the individual

• Beautify

Content Best Practices

1. Balance self promotion with sharing

2. Tell them what they want to know, not what you want to tell them

3. Read the room. Stay current, but also stay true to your brand

4. Invest in Evergreen content (online content that remains useful and relevant over a long period of time)

The Importance of a Website

Websites are an important “backbone” and an investment

• A website is a valuable source of info on a purchase

  • Lead generation

  • Engagement

  • Conversions

• The trifecta of website launches

  • Time, cost, quality

  • Pick 2; can’t have all 3

Best Practices in UX/UI Web Design

• Aesthetically pleasing design

• Content layout and navigability

• Access and engagement

  • 5 second test

  • 3 click rule

  • important content comes first

  • clear and engaging calls to action

• mobile optimized: buttons are thumb friendly, bigger links for smaller screens, etc.

How to Select a Strong Domain Name

• Avoid using anything other than (.com) and special characters that aren’t important to the brand name or company as a whole.

• Be conscious about price; just because it’s available/best option, doesn’t mean you have to pick it.

Responsive Web Design

• Ensures the websites automatically adapt and resize based on size of the device (Phone, tablet, laptop)

• Important for optimal viewing, increasing traffic, and ensures consistency across platforms and devices

Intellectual Property (IP) - Legal / Fair Use Exceptions

1. Educational / Non-Profit

2. Factual vs. Fiction

3. Borrowing Small Bits

4. Harm to Market Value

Intellectual Property (IP) - Illegal / Copyright Law

• Protection for “original works of authorship”

• Automatically granted tights of ownership

• Rights include right to display, right to distribute, and right to change to work