Digital Marketing Decisions

Question 1

Digital Marketing Value Add

Answer 1

Can influence how consumers navigate and make decision, better insight to inform marketing mix

Question 2

Anticipatory shipping

Answer 2

Analyzing data such as Amazon Prime viewing of cooking shows to then move cookbooks closer to the customer

Question 3

Decision Making in the Digital World (7)

Answer 3

1. Problem identification
2. Information Search
3. Evaluation of alternatives
4. Purchase
5. Post-purchase evaluation
6. Advocate
7. Champion

Question 4

Define Audience (digital)

Answer 4

Google analytics enable marketers to dynamically change content aimed at different market segments

Question 5

Digital promotion mix

Answer 5

Owned media (twitter account), paid media (online ad), earned media (customer content)

Question 6

Owned Media

Answer 6

Company websites, blogs, Email, Profile-based social media marketing

Question 7

Paid Media

Answer 7

Internet advertising, SEO, SEM, Display Internet (banners), Portal deals

Question 8

Earned Media

Answer 8

Social media, electronic word of mouth (experiential, consequential, intentional), viral

Question 9

leaky bucket

Answer 9

The point where customer drop off before making a purchase

Question 10

Evaluate Results

Answer 10

Counting metrics, foundation metrics, outcome metrics, business value metrics