Digital Marketing 101

Question 1

What is digital marketing

Answer 1

leveraging digital technologies to achieve marketing objectives

Question 2

What P is most important

Answer 2

people

Question 3

Name the 5 p’s

Answer 3

price, placement, promotion, payment, oroducts

Question 4

Example of price in DM context

Answer 4

1 click model, subscription model, internet of things

Question 5

What is internet of things?

Answer 5

special device connected to internet to order supplies

Question 6

Product - examples in digital marketing context

Answer 6

sharing economy, rent vs buy, peer to peer, wearable technology

Question 7

What is sharing economy?

Answer 7

people rank and consume their products

Question 8

What is wearable technology?

Answer 8

Nike plus shoes - talk to the internet

Question 9

Promotion - example in DM context

Answer 9

where things get placed. FB vs TV

Question 10

Which of the p’s allows us to cater specifically to consumers?

Answer 10

promotion

Question 11

place - in DM context

Answer 11

website, how it looks on mobile, how mobile is used

Question 12

What are some advanced tech ways phones are used?

Answer 12

beacon technology detects customers entering perimeter in store

Question 13

People - in DM context

Answer 13

we get a 360 view of customers by merging CRM data with their web activity

Question 14

Name 3 tactics used to acquire customers

Answer 14

paid media, owned media, earned media

Question 15

Define owned media and give examples

Answer 15

media outlets where you have control over content like personal social media, website, personal apps

Question 16

Define earned media and give examples

Answer 16

forums where people talk about you like blogs, social media, amazon, tripadvisor

Question 17

Name the steps of the customer lifecycle

Answer 17

You attract / make people aware, you engage them and make them consider, you have them make the conversion, you retain them, and then you ask them to advocate

Question 18

Define Google’s ‘zero moment of truth’

Answer 18

people make a decision at the precise moment they need a question answered. Whoever answers taht at the right time gains the comptitive advantage

Question 19

Explain the relationship of personas, segments and scent trails

Answer 19

personas are the needs wants and attributes of your audience, the rest is how do you tell them the right message at the right time through the right medium

Question 20

Direct response marketers believe the one way to communicate is to:

Answer 20

make an offer

Question 21

What do brand marketers measure?

Answer 21

Awareness

Question 22

What is customer acquisition?

Answer 22

Process of identifying the right audience and attracting them to your website or owned media

Question 23

Frequent means of customer acquisition?

Answer 23

search

Question 24

What is big data?

Answer 24

underlying technology and machine learning that makes marketing automation possible

Question 25

Define customer engagement

Answer 25

moving the needle from mere curiosity and interest to purchasing intent

Question 26

what is the most critical element that can convince people to convert?

Answer 26

content

Question 27

Define black hat SEO

Answer 27

aims to break the algorithm and cheat the system to rank higher in search results

Question 28

define white hat SEO

Answer 28

target the audience instead of the algorithm

Question 29

define microconversion

Answer 29

a small step on the path towards conversion goal

Question 30

define macro conversion

Answer 30

clearly defined end goals that can impact the bottom line of your business

Question 31

The RFM model indicates what?

Answer 31

which customers are more likely to respond positively to future engagement and marketing offers

Question 32

In RFM model, if someone has high recency, high frequency, and high monetary, what do you reward them with?

Answer 32

Most loyal customers, get exclusive email privileges making them feel special like free shipping

Question 33

High frequency, low frequency, and low monetary

Answer 33

Newest customers. Need good first impression with welcome offers, product usage tips

Question 34

Low recency, low frequency, low monetary

Answer 34

least engaged, check if they still want to hear from you

Question 35

Define customer lifetime value

Answer 35

prediction of the value a business will derive from its entire relationship with a customer

Question 36

Define internet of things

Answer 36

network of physical devices, vehicles, and other items embedded with electronics, software, sensors and network connectivity. Example: amazon echo