MKTG 476 Exam 2 (chpts 4-6)

What are the three main questions in the planning process for a digital strategy?

Where are we now?

Where do we want to get to?

How do we get there?

What is Vision-based Planning?

Creating a vision and following a clear, six-stage process to deliver it:

Vision → mission → goals → objectives → strategies → action plans → executive & evaluate.

What differentiates a Vision statement from a Mission statement?

A Vision statement expresses the organization’s desired aspirational state, while a Mission statement expresses the organization’s current state.

List the 4 Rs that goals must meet.

Relevant, Resonating, Responsive, Recognizable.

What does SMART stand for in setting Objectives?

Specific, Measurable, Attainable, Relevant, Time-based.

What is the primary purpose of Strategies in digital marketing?

To specify what will be done to meet the objectives.

What is a Positioning Strategy?

Creating a perception in the consumer’s mind regarding the nature of the company and its products relative to competitors.

What is a Positioning Statement template?

[Your brand] provides [your offering/benefit that makes you better than competitors] who [customer needs] because [the reason why customers should believe you are better].

What is the customer journey?

Awareness → consideration → purchase → retention → advocacy.

What are the types of Digital Marketing Platforms?

Owned, Paid, Earned.

What is Organic Digital Marketing?

Promotion of brands through free content shared on digital platforms.

What is the projected increase in active users of social media by 2025?

To reach 4.4 billion active users.

What are the types of Social Media?

Social Networking, Photo Sharing, Video Sharing, Interactive Media, Blogging/Community Building.

What does SEO stand for?

Search Engine Optimization.

What is the main function of a Blog in digital marketing?

To share views on a subject and build subject-matter authority.

What is the primary difference between CPC and CPM?

CPC (Cost-Per-Click): Pay for clicks received. CPM (Cost-Per-Mille): Pay per thousand ad views.

Define Unique Selling Proposition (USP).

The strongest singular thing you can say about your product or service.

How does email segmented targeting enhance marketing?

It ensures effective communication by addressing specific consumer needs and interests.

What is personal branding according to Jeff Bezos?

It's what other people say about you when you’re not in the room.

What three elements combine to build a brand?

Priming, Expectation, Desire.

What is the significance of Customer Testimonials in branding?

They provide social proof and influence purchasing decisions.

What is the purpose of personalized marketing?

To tailor marketing messages and offers to individual customer preferences.

What role does data collection play in personalization?

It provides insights into customer behavior and preferences for tailored experiences.

Which SMS marketing compliance requirement is essential for businesses?

Obtain explicit opt-in consent.

How does building an email marketing funnel assist businesses?

It nurturers leads and turns existing customers into loyal ones.

What is the purpose of a Landing Page in email marketing?

To capture leads through valuable offers.

What is an example of a channel supporting customer engagement?

SMS Marketing.

What are the stages of the Email Funnel?

Awareness, Consideration, Conversion, Loyalty, Advocacy.

What is the concept of community in social media strategy?

Building relationships with customers and encouraging engagement.

What is the current trend in social media strategy related to video?

Businesses will put more money behind video production.

In social media, what is ‘Edutainment’ content?

Content that educates while entertaining the audience.

What does the term ‘User Generated Content’ (UGC) mean?

Content created by customers that promotes a product or brand.

What is the purpose of social listening in social media strategy?

To monitor brand reputation and enhance customer engagement.

Identify the four Ps in digital marketing.

Product, Price, Place, Promotion.

What is the importance of ‘Content Support Marketing’?

It educates customers and creates trust in an industry.

What technique enhances emotional response in users during marketing campaigns?

Using storytelling and relatable content.

What is a positioning map?

A visual representation of how different brands compare on various attributes.

Describe the significance of Timing in Email Marketing.

Choosing the right time to send emails can improve conversion rates.

What do you achieve by building a strong SMS campaign?

High engagement and immediate reach to customers.

How does personalization affect the customer journey?

It enhances customer satisfaction and improves retention rates.

What is a digital marketing dashboard?

A visual interface that showcases key performance indicators (KPIs) for monitoring marketing effectiveness.

How important is it for businesses to align their brand promise with customer life goals?

It helps in building trust and enhancing brand loyalty.

Differentiate between organic and paid digital marketing.

Organic marketing uses unpaid strategies to promote a brand, while paid marketing involves purchasing ads.

What are the benefits of SMS marketing to customers?

Real-time updates and direct communication.

What is the goal of brand acronym CPA?

Cost per Acquisition.

Define what a lead magnet is in email marketing.

A valuable offer designed to entice customers to sign up.

What is the purpose of social media trends analysis?

To anticipate changes and optimize marketing strategy accordingly.

Identify the trend of Macro to Micro Influencers in social media strategy.

Shift towards using multiple smaller influencers who offer targeted engagement.

What constitutes the major challenge in positioning relative to competitors?

Clearly differentiating your brand's unique value proposition.

Why is community engagement critical in social media marketing?

It fosters loyalty and increases brand visibility.

What is a positioning statement?

A concise description of a brand's unique value to its target audience.

What does ‘native advertising’ entail?

Ads that match the form and function of the content on the platform they're displayed.

How does market penetration strategy work?

Increasing market share by attracting customers from competitors.

What is meant by ‘real-time planning’ in digital marketing?

The ability to adjust goals and strategies fluidly as market conditions change.

Define the term ‘Competitive differentiation’.

Highlighting your product’s unique features that set it apart from competitors.

What is the importance of maintaining ‘brand dependability’?

It ensures consumers associate your brand with consistent quality and reliability.

What should be included in your content strategy for social media?

Clear goals, audience understanding, and defined performance metrics.

Why use automated SMS in marketing?

To facilitate timely communication and engagement with customers.

What is customer advocacy?

Encouraging customers to share positive experiences and recommend the brand to others.

What is content personalization?

Customizing web content based on user data and preferences.

How can brands utilize social media for customer service?

By engaging customers through real-time responses and support.

What constitutes a campaign 'big idea' in marketing?

An original concept that resonates and engages the audience deeply.

What do you achieve through Tracking KPIs in digital marketing?

Monitor performance and effectiveness of marketing efforts.