Digital marketing strategy framework

Question 1

DM Strategy Framework

Answer 1

1) Understand the situation/context
2) Decide on objectives
3) Formulate the strategy
4) Choose tactics
5) Organize activities
6) Set-up the control system

Question 2

When understanding the situation what 3 players we should consider?

Answer 2

1. Customers
2. Competitors
3. Intermediaries

Question 3

What 3 objectives business may have?

Answer 3

1. acquisition objectives (Awareness, Appeal)
2. conversion objectives (Ask, Act)
3. retention/loyalty objectives (Advocate)

Question 4

FRC Model

Answer 4

Recency, Frequency, Monetary value (best customers are in the middle)

Question 5

Value proposition should include:

Answer 5

1. For (digital person)
2. who (statement of the need)
3. our product is
4. that (statement of benefit

Question 6

For the acquisition part we could use…

Answer 6

PPC advertising
(Google Ads)
Display advertising
Advertorials
Ads on social
media sites

Question 7

For the conversion phase we could use…

Answer 7

PPC advertising
(Google Ads)
Ads on social media sites
Call-to-action optimisation

Question 8

For the conversion phase we could use…

Answer 8

PPC advertising
(Google Ads)
Ads on social media sites
Call-to-action optimization

Question 9

What is the conversion

Answer 9

Conversion: the number of times a desired outcome was accomplished (changing something into a different state or form)

or

a conversion is simply getting someone to respond to your call-to-action

Question 10

Conversion rate

Answer 10

The ratio of conversions over a relevant denominator

conversion rate =
500 customers / 50.000 unique visitors
x 100 = 1 %

Question 11

Bounce rate

Answer 11

Single page visits divided by entry pages. It represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Question 12

Bounce, single page view visit

Answer 12

Visit that consists of one page view

Question 13

Click-through rate, click rate

Answer 13

The number of click-throughs for a specific link divided by the number of times that link was viewed

Question 14

Click-through

Answer 14

Number of times a link was clicked by a visitor

Question 15

Visit duration, session duration

Answer 15

the length of time in a session, calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session

Question 16

Visits per unique, sessions per unique, visits per visitor

Answer 16

the number of visits in a reporting period divided by the number of unique visitors for the same reporting period

Question 17

Page views per visit, impressions per session

Answer 17

The number of page views in a reporting
period divided by number of visits in the same reporting period

Question 18

Unique visitors

Answer 18

the number of inferred individual people (filtered for spiders and
robots), within a designated reporting timeframe, with activity consisting of one or
more visits to a site; each individual is counted only once in the unique visitor
measure for the reporting period

Question 19

Visits, sessions

Answer 19

an interaction, by an individual, with a web site consisting of one or
more requests for a page; if an individual has not taken another action (typically
additional page views) on the site within a specified time period, the visit will
terminate by timing out

Question 20

Page views, impressions

Answer 20

the number of times a page was viewed in a certain period of time

Question 21

In Google Analytics dimensions are

Answer 21

characteristics of your
users, their sessions and
actions

Question 22

In Google Analytics metrics are

Answer 22

quantitative
measurements of users,
sessions and actions