Digital Marketing Overview & Strategy (ch 1) Wk1 Flashcards
Digital in the US.
Name the following statistics……
1) Total number of internet users on any device.
2) Number of Mobile connections
3) Number of Mobile Connections
4) Total number of active social media users
5) % of active social media users accessing via mobile
See below
In what order is the share of web traffic devices in the US. List 1 through 4.
- Mobile Phones
- Tablet Computers
- Other Devices
- Laptops & Desktops
See below.
Name the top 3 US Media Market by size.
See below:
Name four Digital Distribution Channels.
See Below:
Definition:
The creation and satisfaction of demand for a product or service.
Marketing
Utilizing the internet and other digital channels to drive demand for products and services
Digital Marketing
Definition:
A specific action or method that contributes to acheiving a goal
Tactic
Definition:
A set of ideas that outline how a product line or brand will achieve its objectives
Strategy
Peter Drucker, Management Theory Guru states:
“Because the purpose of business is to ______ a customer, the business enterprise has only two basic functions. ______ and ________.
Peter Drucker, Management Theory Guru states:
“Because the purpose of business is to create a customer, the business enterprise has only two basic functions. Marketing and innovation.
Identify the four components of this heirarchy used in establishing business goals.
See below:
Name the 5 C’s associated with marketing strategy framework.
Name the 5 C’s associated with marketing strategy
Customers, Competitors, Collaborators, Company, Context
Definition:
Potential buyers with wants and needs that the company aims to fulfill with its offerings
Customers
Definition:
Organization or business unit providing certain goods or services
Company
What component of the 5C’s focuses on ‘looking internally to define positioning, messaging, differentiators, capabilities, etc?
Company
Company Strategy may include 3 components:
1)
2)
3)
Company Strategy may include 3 components:
1) SWOT - Strengths, Weaknesses, Opportunities, Threats
2) Perceptual and Positioning Maps
3) Marketing Mix Differentiation
A common tool for assessing the macro-level of Context within company strategy is what kind of analysis?
PESTEL Analysis:
Name the 6 components of the Customer Marketing Model:
See Below:
Customer Marketing Model:
Definition:
Creating an identification moment in the customer’s mind.
Awareness:
Customer Marketing Model:
Definition:
Informing the customer about your offerings and encouring them to learn more.
Interest & Engagment
Customer Marketing Model:
Definition:
Where we convert a prospect into a customer
Aquisition
Customer Marketing Model:
Definition:
Begin to differentiate between customer segments and market to them accordingly
Customer Segmentation:
Customer Marketing Model:
Definition:
Focus on convincing existing customers to purchase again
Customer Retention
Customer Marketing Model:
Definition:
Satisfying customers to the pooint that they spread the word about our offereing.
Support & Advocacy
Name the 3 stages of Buyer Journey
Name the 3 stages of Buyer Journey
- Discovery
- Consideration
- Decision
Core compoenents associated with the marketing mix are ?
Hint: 5 P’s
See Below:
Define the 4 high level steps in the Digital Marketing Strategy Framework.
1. Define Digital’s Mission
- Derive the Digital Strategy
- Derive the Interaction Strategy Across the Customer Lifecycle
- Measure and Improve ROI
