DM

Question 1

Definition of marketing by Philip Kotler

Answer 1

the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.

Question 2

Interesting definition of marketing

Answer 2

Marketing is a process of teaching customers why they should choose your product over competitors.

Question 3

Definition of digital marketing

Answer 3

Digital marketing is process of achieving marketing objectives through applying digital technologies and media

Question 4

Key online media types

Answer 4

Paid media – advertising, Owned media – digital properties, Earned media – partner networks

Question 5

Marketing platforms

Answer 5

Desktop, Laptop, Notebook, Mobile Phone, Tablet, Other hardware platforms, software platforms ( marketing experiences, marketing operations)

Question 6

Digital Marketing Strategy

Answer 6

Segmentation, Targeting, Positioning. Digital marketing strategy is a process of identifying, articulating and executing on digital opportunities that will increase competitive advantage of the company. Developing online value proposition

Question 7

Online Value Proposition ( OVP)

Answer 7

How the online experience of a brand is delivered through content, visual design, sharing, media and how the online presence integrates with the offline presence. Answers the questions what makes us different.

Question 8

Application of digital Marketing

Answer 8

Advertising Medium – display ads for awareness
Direct response medium – target search ads
Platform for sales transaction – booking online
Lead generation method – tools to follow up purchases
Distribution Channel – selling of related products
Customer service mechanism – online chat
Relationship building – special offers

Question 9

How do digital technologies support marketing?

Answer 9

Identifying (internet can be used for making research to find out customers’ needs and wants), anticipating ( internet provides an additional channel by which customers can access information and make purchases ) and satisfying customer requirements profitably.

Question 10

Benefits of Digital marketing

Answer 10

This shows how the internet can potentially be used to achieve four strategic directions (Ansoff Matrix):
• Market Penetration – the internet can be used to sell more existing products into existing markets
• Market development – here the internet is used to sell into new geographical markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers’ countries.
• Product development – New products or services are developed which can be delivered by the internet.
• Diversification – in this sector the internet supports selling new products which are developed and sold into new markets.

Question 11

Digital Business model

Answer 11

C2C – customer to customer; C2B – customer to business; C2G – customer to government
B2C – business to customer; B2B – business to business; B2G – business to government
G2C – government to customer; G2B – government to business, G2G – government to government

Question 12

Difference between e-commerce and e-business

Answer 12

E commerce – financial and informational electronically mediated transaction between organization and any third party.
E business – similar to e commerce but broader in scope. Business activities which include, but go beyond buying and selling over the internet

Question 13

Different forms of online presence

Answer 13

• Transactional E commerce site – Amazon
• Service oriented relationship building website – jobs.ge
• Brand building site – guiness.com
• Portal or media site – B2C yahoo
• Social network or media site – C2C Facebook

Question 14

Challenges in developing and managing digital marketing strategy

Answer 14

Unclear responsibilities, no specific objectives, insufficient budget, budget is wasted, new online value propositions for customer, find ways to measure relevant results, an experimental rather than planned approach

Question 15

Situation Analysis – Where are you now?

Answer 15

Analyzing your current situation will give you the benchmark against which all future progress and achievements can be measured: consumers; marketplace; competitors; macro-environment; KPI

Question 16

Digital Marketing environment

Answer 16

Macro – the remote environment (external factors )

Micro – the operating environment

Question 17

Environmental Scanning

Answer 17

The process of continuously monitoring and analyzing events in an organization’s environment which have impact on planning

Question 18

Click ecosystem

Answer 18

Describes the customer behavior or flow of online visitors. Online marketplace analysis helps to define the nature of the competitive market

Question 19

Online market ecosystem

Answer 19

Connects websites through data exchange, giving opportunities to enhance the customer experience and extend their reach and influence

Question 20

Understanding customer journey

Answer 20

Awareness, consideration, purchase, service, loyalty expansion

Question 21

Main elements of online marketplace terms:

Answer 21

• Customer Segments - the marketplace analysis helps identify and summarize different target segments , in order to understand their online behavior and experience they want online
• Search intermediaries – main search engines such as Google, Yahoo. Used to predict future sales volumes
• Intermediaries, influences and media or publisher sites – very successful in attracting visitors via consumer search or direct to their websites

Question 22

Marketing Buyer Personas and principles

Answer 22

These are fictional profile that represents a particular target audience, tools that help in understanding online customer characteristics, behavior and customer base. It helps us understand the goal behaviors of audience, allows to create common language about buyer, makes it easier to create content that addresses the needs of customersFocus on behavior, keep it fictional but realistic, use pictures that might suit persona type, tell the story, do not make multiple persona types, find the mot close one and pick one or two types. We can have secondary persona or negative persona to avoid putting effort in audience not related to business.

Question 23

Channel structure

Answer 23

Describe the way manufacturer or selling organization delivers products and services to is customers.

Question 24

Disitermediation and reintermediation

Answer 24

Disitermediation occurs because the internet offers a means of bypassing some of the channel partners, saying in more simple way “cutting out the middle man
Reintermediation the creation of new intermediaries between customers and suppliers providing services such as supplier search and product evaluation. Aim do it technically, with a less intervention as possible be invisible ( Airbnb, Paypal, Taxify )