Digital Marketing Exam 2

Customer Engagement

Interaction a customer has with a brand

Transparency (Ethics)

What is being collected and for what purpose

Consent (Ethics)

Do user allowed for their data to be collected and used

User Data Rights (Ethics)

What rights do users have to protect their data

GDPR (Privacy Regulations)

User consent, data rights, fines for violations (EU)

CCPA (Privacy Regulations)

Right to know, delete, and opt out of data collection (California)

Data-Driven SEO

Using data to improve keyword strategies and content optimization

Marketing Campaign Optimization

A/B testing to improve creative, content, call to action

Google Analytics

Tracking website traffic, conversions, and user behavior

PowerBI and Tableau

Data visualization and reporting insights

Time-Decay

Best for long sales cycles

Gives more credit to touchpoints closer to the conversion

Data-Driven

Best for high volume data and complex journeys

Uses machine learning to analyze touchpoints

Multi-Touch

Best for complex customer journeys

Distributes credit across all touch points

Last-Touch

Best for sales-focused campaigns

Credits the last interaction before conversion

First-Touch

Best for awareness campaigns

Credits the first interaction

Attribution Models

Assigning credit to marketing touchpoints that lead to conversions

Cookie

Stores user data for targeted ads

Cookie Alternatives

• Server-side tracking

• First Party Data

Server-Side Tracking (Cookie Alternatives)

Data Collection from server interactions

First Party Data (Cookie Alternatives)

Directly from user interactions on owned platforms

Contextual Targeting (Cookie Alternatives)

Ads based on content being viewed

Device Fingerprinting (Cookie Alternatives)

Identifies devices for tracking

Website tracking (Data Collection)

Tracking user behavior through cookies, pixels, and metrics (Page views, conversion rates)

Customer Surveys (Data Collection)

Gathers qualitative insights (Customer satisfaction, preferences)

Challenges: Response bias, low participation

Social Media Insight (Data Collections)

Measures engagement, demographics, and sentiment

Challenges: Trends/platform changes can distort long-term comparisons

Third-Party Data Providers

Offers broader demographic and behavioral data

Challenges: Can be outdated or inaccurate

Brand Guide

A document that ensures consistent brand representation across platforms includes rues for colors, fonts, logos, tone

Key components of a Brand Guide

• Mission and Values

• Brand Voice and Tone

• Logo

• Color Pallet

• Content Guidelines

Creative aspects of content

Videos and Images

Content Structure

Hook, Body, Call to action

Forms of content

Blogs, Social Media, Email, Youtube

Blog Post (Forms of Content)

Original SEO Traffic

Time-insensitive, requires SEO knowledge, loose engagement

Social Media Post (Form of Content)

Interactive

Short life span, limited depth, algorithm control

Email (Form of Content)

Highly targeted, content flexibility, longer shelf life

deliverability issues, low open rates

Value Messaging

People buy on emotion, justify with logic

Focus on customer benefits; faster, better, more efficient

Why is content important?

Content drives engagement, brand identity, visibility, and relationships