ch.1

Question 1

what is digital marketing?

Answer 1

interactive exchange of value, create meaningful benefits for consumers

Question 2

business strategy challenges?

Answer 2

1- environment (PESTLE)
2- business (what the brand stands for, ideas, what does it mean)
3- customers (clear picture of your customers based on market research)
4- competitors ( innovations, potential replacement)

Question 3

what are the marketing strategy building blocks?

Answer 3

1- Porter’s five forces
2- 4 P’s
3- SWOT analysis

Question 4

what are Porter five forces?

Answer 4

1- power of supplier
2- power of customers
3- threat of new entrants
4- threat of substitutes
5- competitive rivaley

Question 5

how to craft a digital marketing strategy?

Answer 5

1- context
2- value exchange
3- objectives
4- tactics
5- ongoing optimization

Question 6

what are the characteristics of context?

Answer 6

1- PESTLE
2- who is your brand and why does it matter
3- who are your customers and what are their needs
4- competitors

Question 7

characteristics of value exchange?

Answer 7

content marketing, valuable information and Entertaiment

Question 8

characteristics of objectives?

Answer 8

objectives must be SMART
S for specific
M for measurable
A for attainable
R for realistic
T for time bound

Question 9

what are tactics?

Answer 9

tools to meet objectives

Question 10

what are the KPI’s?

Answer 10

metrics to measure whether tactics are meeting objectives

Question 11

what is the target?

Answer 11

values set for the KPI’s

Question 12

types of tactics?

Answer 12

1- SEO, customer retention & Acquistion
2- search advertisements
3- online ads
4- affiliate marketing
5- video marketing
6- social media
7- emails