Activity 2.1 - Relationship Marketing

Question 1

What is relationship marketing?

Answer 1

A method of marketing that aims to develop strong emotional connections between brands and their customers.

Question 2

main advantages of relationship marketing ?

Answer 2

-enhances the customer experience
-builds trust & personal connections
-encourages long-term brand loyalty amongst existing customers
-Once in place, less marketing effort is required to convince existing customers to purchase new products or services (because they already trust the brand)
- increased customer satisfaction
Satisfied customers will share their positive experiences online enhance the brand’s reputation and reach

Question 3

Disadvantages of relationship marketing

Answer 3

• becoming so personal that it becomes unprofessional
• New customers can be treated as a lower priority
• It’s expensive in the short term, without a guaranteed increase in sales
• It sets high expectations - if these are unfulfilled it can be damaging
• Negative customer experiences can result in negative online comments

Question 4

What are Strategies?

Answer 4

plans of action designed to achieve long-term aims

Question 5

Tactics

Answer 5

actions undertaken to achieve short-term goals

Question 6

What is a digital marketing strategy?

Answer 6

An organisation’s digital marketing strategy is a planned series of actions that work together to achieve overall company aims. Strategies may be realised through multiple short or medium term campaigns, which will typically involve a variety of marketing channels that complement each other (incorporating elements of paid, earned and owned media).”

Question 7

Paid media

Answer 7

Paid media are channels where the marketer pays money to reach

e. g.
- ppc
- boosted social media posts
- display ads

Question 8

Owned media

Answer 8

Owned media are channels that the marketer has control over and are unique to the brand.
Examples include:
-The company’s 
 -website and blog
-eBooks and whitepapers
-social media profiles

Question 9

Earned media

Answer 9

Earned media is positive word-of-mouth that has been earned by providing a good CX.
Examples include:
Reviews
Social media mentions
Social media comments
Social media reposts

Question 10

Digital marketing strategy elements

Answer 10

Target audience
Channels
Inbound Vs Outbound
Content

Question 11

Marketing strategy elements: target audience

Answer 11

“The target audience (sometimes referred to as the ‘target market’ ) is the group of people who are most likely to purchase a business’s products/services. They will generally share some defining traits, characteristics, or behaviours, and will require a specific marketing mix to meet their needs.”

Question 12

target audience: identify

Answer 12

Identify which existing customers have the highest lifetime value (LTV) and consider what traits they have in common.

Question 13

target audience: Google Analytics

Answer 13

Look at Google Analytics and any social media analytics to identify patterns in online behaviour.

Question 14

target audience: Needs analysis

Answer 14

Conduct a needs analysis to understand customers’ needs, and which marketing messages are resonating.

Question 15

target audience: Personas

Answer 15

Create meaningful customer personas (fictional profiles that represent ideal customers).

Question 16

target audience: Competitor analysis

Answer 16

Carry out competitor analysis to see how well they are engaging with the audiences on social media.

Question 17

target audience: Customer data

Answer 17

Gathering data on current customers from the company’s CRM system to see what trends can be found.

Question 18

Marketing strategy elements: channels

Answer 18

channel is a tool or platform that a marketer can use to communicate with the target audience.

Question 19

Online channels

Answer 19

An online channel is a digital or web-based approach to communicating with the target audience.
Examples include:
-Email
-PPC
-SEO
-Organic Social Media
-Paid Social Media 
-Content Marketing

Question 20

Offline channels

Answer 20

Offline channels are methods of communicating with the target audience that do not use the internet.
Examples :
-Print
-Event
-Radio and TV
-Telemarketing (aka cold calling)
-Guerrilla Marketing

Question 21

Outbound marketing

Answer 21

advertising where the company initiates contact with a target customer. It aims to interrupt
the target’s activity and pushing the marketing message
upon them.

Question 22

Inbound marketing

Answer 22

an approach designed to draw target customers to a company, or brand, by producing high-quality content valued by the audience. This entices target customers to seek out the company, as they search for a solution to
their needs.

Question 23

Marketing strategy elements: content

Answer 23

“an approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”

Question 24

Marketing strategy elements: content - content should be …..?

Answer 24

Content should be relevant to the target audience, which means marketers must understand their audience’s needs, create content to meet those needs, and share that content using channels appropriate to the target audience. For example, YouTube videos are relevant forms of content to reach an audience in their early twenties or younger.

Question 25

Marketing strategy elements: content - content should promt …..?

Answer 25

Content should ultimately prompt some kind of profitable action (i.e. a sale). However, content shouldn’t be overly salesy – this element should be subtle, with the primary focus being to inform, entertain or assist the target audience.

Question 26

Roles

Answer 26

Roles are effectively job descriptions detailing expectations. A person fulfilling a role will be monitored by someone else higher in the organisation (such as a line manager).

Question 27

Responsibilities

Answer 27

tasks with more decision-making power attached to them, along with a consequence for failure. There’s a common saying, “the buck stops with you”. It means that you are held accountable for the success or failure of a particular job (even if you weren’t the one undertaking the job directly!).

Question 28

Marketing Manager

Answer 28

Formulating marketing strategies in collaboration with the marketing director and other senior leaders
Devising plans to put those strategies into action
Ensuring all marketing aligns to core business and brand objectives
Co-ordinating a number of creative staff and outsourced organisations
Demonstrating strong organisational skills
Working closely with the sales team in communicating new product launches
Ensuring up-to-date marketing collateral is obtained and understood

Question 29

Campaign Manager

Answer 29

ng activities across different channels that relate to specific short or medium-term campaigns (could be around a product launch or other areas the organisation wishes to focus on)
Planning campaign calendars, ensuring opportunities from key seasonal events are optimised (such as public holidays, sporting events or other moments which impact the target audience)
Signing-off any content to be used as part of the campaign
Event managing any appearances at trade shows or other offline events
Safeguarding brand identity and values across the different channels used within the campaign
Monitoring campaign budgetary spend and tracking ROI
Evaluating campaign performance with regular performance checks

Question 30

SEO specialist

Answer 30

The SEO (search engine optimisation) specialist role involves managing and monitoring aspects of search engine optimisation for the organisation’s website (or a client’s websites, in the case of an agency).

This is one of the technical specialist roles that encompasses a broad set of roles that relate to driving traffic to a website, and involve responsibilities such as SEO, PPC, and web development. In larger organisations, it wouldn’t be unusual to have separate staff that specialise in each of those areas.

This role involves:
Researching keywords
Embedding keywords on-page
Identifying poor website UX (such as broken links)
Reviewing use of keywords in meta tags (such as page titles, meta description, headings, URLs and alt text)
Building inbound links for off-page SEO (this may involve working with the Social Media Manager, who can facilitate link building on social media platforms)
Potentially researching competitor’s SEO activities

Question 31

PPC Specialist

Answer 31

PPC (Pay-per-click) specialist is another technical role. It complements the SEO specialist (who focuses on organic search listings), by focussing on paid search listings that are created using platforms such as Google Ads and Microsoft Advertising.

Specific areas of responsibility will involve:

Researching keywords
Launching PPC campaigns
Organising groups of ads within a campaign
Writing engaging, attractive and concise copy for ads
Scheduling and targeting ads
Monitoring ad budgetary spend and tracking ROI

Question 32

Web Developer

Answer 32

A hands-on technical role, a web developer deals heavily with user experience design (UX), which will have a significant bearing on on-page SEO.

The role of a web developer involves:

Working with CMS’s such as WordPress, Wix, Shopify, etc.
Designing, coding and modifying webpages according to a manager’s (or client’s) specifications
Using common coding languages such as HTML, CSS & JavaScript (which you’ll learn more about during Module 4)
Using more technical languages such as PHP and MySQL (for websites that have an underlying database for storing user data)
Identifying and correcting coding errors on webpages
Addressing cyber security risks and ensuring compliance with data protection legislation
Ensuring webpages are accessible (meaning that anyone can utilise the website regardless of any disabilities)

Question 33

Content Manager

Answer 33

The content manager role is highly significant if a business is committed to an inbound strategy that utilises content marketing.

Key responsibilities of a content manager include:

Focusing on content that will be presented on digital platforms
working closely with social media managers and campaign managers to ensure content is produced in line with deadlines set out in any editorial calendars
Managing (and/or producing) written “copy text” and “imagery” in terms of graphics and photos (note that the creation of this content could be delegated or outsourced to specialist copywriters or graphic designers)
Reviewing content produced by staff or agencies
Ensuring all content is consistent with brand guidelines, and that the brand’s reputation is preserved

Question 34

Copywriter

Answer 34

In some organisations, a content manager may be responsible for writing content themselves (this is known as “copywriting”). However, larger organisations will have specific staff whose job role is that of a copywriter, working under the content manager. What’s more, some digital marketing agencies employ many copywriters, whose job is to produce written content for clients.

Responsibilities may include:
Understanding the target audience (so that written content meets their needs)
Writing content for blogs and webpages that includes keywords, in order to meet SEO requirements
Writing content for emails
Writing content for eBooks and whitepapers
Ensuring written content is clear and persuasive, in order to drive conversions
Checking spelling and grammar
Being flexible and meeting tight deadlines

Question 35

Graphic Designer

Answer 35

In some organisations, a content manager may be responsible for designing visual content themselves. However, larger organisations will have specific staff whose job role is that of a graphic designer, working under the content manager. What’s more, some digital marketing agencies employ many designers, whose job is to produce imagery for clients.

Question 36

Social Media Manager

Answer 36

Social media manager is a key role within digital marketing which many encompass anything from posting content on social media channels, to working with the marketing manager to develop overall social media strategy.

Responsibilities may include:
Curating editorial calendars (in collaboration with Content Managers and Campaign Managers), and communicating requirements to Copywriters and Graphic Designers
Posting or scheduling social media content (either directly or delegating this task to others)
Communicating social media policies to staff
Ensuring all social media activity follows brand guidelines and reflects core brand values
Identifying influencer networks and building relationships to attract links back to the website
Reviewing and developing social media strategies to attract and retain followers, and promote engagement that meets business aims
Encouraging positive word-of-mouth (advocacy) amongst followers
Monitoring and reviewing the brand’s social media performance (alongside Campaign Managers) to measure KPIs such as follower growth, engagement, reach, influence and sentiment
Performing social listening (and competitor analysis), and assessing current trends

Question 37

Community Manager

Answer 37

A social media manager performs a lot of behind-the-scenes work, and may not actually be involved in day-to-day posting and curating material. As such, larger brands will often employ a separate community manager, who has a more “front-facing” role.

A social media manager’s responsibilities usually include:
Building a bridge between a brand and its online community by actively engaging with followers
Developing the brand’s social media persona
Stimulating engagement that fuels lead generation
Promoting advocacy amongst existing customers

Question 38

Data Analyst

Answer 38

In many organisations, different staff within a digital marketing team report on their own areas of expertise. However, as an organisation grows, it may wish to employ a dedicated data analyst, whose role is to monitor, analyse, and report on performance from different campaigns and channels.

Typical data analyst responsibilities involve:
Ensuring data being tracked is in appropriate formats and nothing is missed out
Using analytical software (such as Google Analytics, CRMs, and social media analytics platforms) to monitor digital marketing performance and determine if KPIs are being met
Identifying trends on these different platforms by interpreting quantitative data and qualitative data
Measuring ROI
Benchmarking the organisation’s performance against competitors, previous time periods and any SMART objectives
Analysing and evaluating (i.e. making judgements about) the performance of different digital marketing campaigns and the effectiveness of different channels
Producing reports that provide accurate, concise and relevant information to other digital marketing personnel and/or management