Digital Marketing Strategy

Question 0

What does HTTP mean?

Answer 0

Hypertext Transfer Protocol

Question 1

What does strategy mean?

Answer 1

Direction over defined period of time

Question 2

What’s a hyperlink?

Answer 2

A virtual link from 1 document to another

Question 3

What does URL mean?

Answer 3

Uniform Resource Locator

Question 4

What does Cluetrain Manifesto mean?

Answer 4

A set of 95 theses organised as a Call to Action for businesses
operating within a newly connected market place.

Question 5

What does ORM mean and what does it entail?

Answer 5

Online Reputation management:

The understanding and influencing of the perception of an entity
online. This entails ensuring that you know what is being said about
you, and that you are leading the conversation.

Question 6

What is PPC?

Answer 6

Pay-Per-Click: Advertising on search engines where the advertiser pays only for each click on their advert.

Question 7

ROI?

Answer 7

Return on investment: the ratio of cost to profit

Question 8

RSS?

Answer 8

RSS allows you to receive/ syndicate this information without requiring
you to constantly open new pages in your browser. Also known as a
feedreader.

Question 9

What is SEO?

Answer 9

Search Engine Optimization: the practice that aims to improve a website’s ranking for specific keywords in the search engines.

Question 10

What does XML mean?

Answer 10

eXtensible Markup Language: a standard used for creating structured documents

Question 11

What does digital marketing do?

Answer 11

Drives the creation of demand using the power of the Internet

Question 12

What is vital when looking at building a successful digial marketing strategy regarding way of thinking?

Answer 12

User-centric thinking! The user must be at the core of all decisions.

Question 13

In what way is Digital Marketing better than traditional Marketing?

Answer 13

It’s highly empirical: everything can be measured.

Question 14

Which factors affect your business?

Answer 14

Market

Competitor landscape

Customers

Core competencies

Question 15

What are the 4 P’s and which P is added in the digital world?

Answer 15

Product

Price

Placement

Promotion

Added P: People: consumer centric and peer-to-peer sharing etc.

Question 16

What does the Porter Five Forces Analysis do and of what does it consist?

Answer 16

Assists in determining the competitive intensity and therefore the attractiveness of a market.

1. Power of suppliers
2. Power of consumers
3. Threat of new entrants
4. Threat of substitute products

=====> 5. Competitive rivalry within Industry

Question 17

What are the 5 elements for consideration according to Seth Godin (be elaborate!)

Answer 17

1. Data (facts about product/service)
2. Stories (markets are conversations and people are storytellers: what people say about your product is a sory and consumers are helping to craft the stories that define the organisations)
3. Products (Physical manifestations of your story and must deliver promise of your story, otherwise it will be dismissed as untrue)
4. Interactions (Tactics used to connect with the consumer and comprise any touchpoints of the brand) -> cost-effective!
5. Connection (If you connect with your consumers, they connect with each other through their mutual belief in the brand story)

Question 18

What’s a SWOT analysis?

Answer 18

Strenghts, Weaknesses, Opportunities, Threats

Question 19

What are the six steps of crafting a digital marketing strategy?

Answer 19

1) Context (who/what?)
2) Objectives
3) Value-Exchange (What value are you adding to the market, what are you trying to achieve and how will you know if you are successful?)
4) Tactics and Evaluation
5) Metrics
6) Ongoing Optimisation (remain dynamic)

Question 20

Tactic:

Email Marketing

Outcome: ?

Answer 20

Email marketing is a tool for building
relationships with both potential and existing
customers.
It should maximise the retention and value of
these customers, ultimately leading to greater
profitability for the organisation as a whole.
A targeted, segmented email database means
that a brand can direct messages at certain
sectors of their customer base in order to
achieve the best results.

Question 21

Tactic: Online Advertising

Outcome: ?

Answer 21

The main objective of advertising is to increase
sales by raising brand awareness online. It
can also be more interactive and therefore
less disruptive than traditional advertising or
non-interactive online advertising, as users can
choose to engage with the advert or not. Online
advertising can be optimised by targeting it to
certain geographies and specific markets and
contextualising it.

Question 22

Tactic: Affiliate Marketing (finder’s fee)

Answer 22

Online, affiliate marketing is widely used to
promote websites, with the referrers being
rewarded for every visitor, subscriber or
customer provided through their efforts. It is
thus a useful tactic for branding and acquisition.

Question 23

Tactic: SEO

Outcome: ?

Answer 23

SEO has a key role to play in acquisition, as it
ensures your organisation’s offering will appear
in the search results, allowing you to reach
potential customers. A site that is optimised for
the search engines is also a site that is clear,
relevant and well designed. These elements
ensure a great user experience, meaning that
SEO plays a role in retention too.

Question 24

Tactic: PPC

Outcome: ?

Answer 24

For the advertiser, the beauty of PPC adverts
lie in the fact that they are keyword based. This
means an advert will come up in response to
the search terms entered by the consumer.
PPC therefore plays a role in acquisition and
retention. It allows the advertiser to reach
people who are already in the buying cycle or are
expressing interest in what they have to offer

Question 25

Tactic: Social Media (web 2.0)

Outcome: ?

Answer 25

From a strategic perspective, social media
is useful for branding, raising awareness of
the brand story and allowing the consumer
to become involved in the story through
collaboration. Social media platforms also
play a role in building awareness, due to their
shareable, viral nature.They can also provide
crowdsourced feedback via open graphs and
social analytics systems.

Question 26

Tactic: ORM (Online Reputation Management)

Outcome: ?

Answer 26

ORM can have a huge impact on a brand’s
reputation and its bottom line. It is only through
listening to conversations being carried out
by its customers and potential customers that
an organisation can adequately respond and
manage its situation in the market. ORM speaks
to acquisition, engagement and participation.
An effective ORM tool can assist a company in
engaging with its customers where relevant
and providing better service by responding to
queries and complaints. The insights gained from
ORM should be considered when evaluating and
optimising strategic direction.

Question 27

Tactic: WebPR

Outcome: ?

Answer 27

WebPR allows companies to engage in a more
immediate form of communication. Unlike
the traditional press release, WebPR is about
connecting with customers.
It is used to connect with customers and
enhance brand awareness, exposure and SEO
efforts.