DM Notes Module 10 - Digital Marketing Strategy Flashcards
What does PPC stand for?
PPC stands for Pay Per Click.
What is the purpose of ad groups and campaigns in PPC?
The purpose of ad groups and campaigns in PPC is to organize keywords and create compelling copy and ad extensions to encourage clicks from interested searchers.
Which search engine is the most widely used?
Google is the most widely used search engine.
Why is it beneficial to include Bing or Yahoo in your search engine plan?
Including Bing or Yahoo in your search engine plan can open up your search activity to different types of searchers and drive incremental opportunities.
What metrics are best suited to measure success for PPC?
Total sales, leads, cost per sale, conversion rate, and other conversion metrics are best suited to measure success for PPC.
What is the goal of SEO?
The goal of SEO is to optimize the non-paid aspect of search activity and improve website visibility and rank over time.
What are some technical features of a website that should be optimized for SEO?
Some technical features of a website that should be optimized for SEO include load speed, mobile friendliness, and limited or no broken links.
What should content created for SEO contain?
Content created for SEO should contain frequent but natural use of search terms and phrases that the target searcher might use.
Which type of search is considered more trustworthy by many searchers?
Organic search is considered more trustworthy by many searchers.
Why does PPC drive more clicks on a mobile device?
PPC drives more clicks on a mobile device because it takes a few scrolls to get past the PPC results to the organic results below them.
How do PPC and SEO work together?
PPC and SEO work together to capture as many searches as possible.
What metrics are used to measure success in SEO activities?
Conversion metrics, total sales, leads, conversion rate, repeat visits, average time on site, and traffic levels are used to measure success in SEO activities.
What is the purpose of the email channel in digital marketing?
The purpose of the email channel is to drive retention of customers by engaging the mailing list and building customer loyalty over time.
How can marketing automation be used in email campaigns?
Marketing automation can be used in email campaigns to automatically email content to different persona types at key times for better reception and consumption.
What should be considered regarding GDPR compliance in email programs?
GDPR compliance should be considered when undertaking an email program.
What metrics can be used to measure the success of an email program?
Open rates, email click rates, mailing list growth, repeat visits, and higher lifetime customer value of mailing list subscribers can be used to measure the success of an email program.
What is the role of content marketing in digital marketing?
Content marketing resonates with the audience, can be distributed on appropriate channels, and helps achieve objectives such as awareness and conversion activity.
What metrics can be used to measure the impact of content marketing?
Metrics such as engagement rates on social media and conversion rates in SEO can be used to measure the impact of content marketing.
What is the role of a media plan?
A media plan serves as a guide to how you will spend your ad budget and helps track spends.
What should be done at the end of each month regarding the media plan?
At the end of each month, the media plan should be reconciled by putting actual spends in the respective columns.
What is the purpose of creating an audience persona?
Creating an audience persona allows you to easily put yourself in their shoes and build on their story.
What are key insights for developing audience personas?
Key insights include age, gender, interests, family, content choices, quirks, and more.
What can we discover about Trudy’s persona?
We can discover her motivations, interests, digital channel choices, content preferences, search behavior, device usage, age, gender, and quirks.
How can you prioritize audience types?
You can prioritize audience types based on how easy they are to reach using digital channels and the value of that audience to the business.
What benefits can priority audience types bring to revising and allocating budget?
Priority audience types allow effective revision and allocation of budget, giving more to high-value audiences that are easier to reach.
Why is it important to include channel preferences in personas?
Including channel preferences allows you to optimize your channel mix and media plan to target key personas on their preferred channels.
What does social listening involve?
Social listening involves observing or collating live social conversations to derive insights from language and topics.
What insights can social conversations offer?
Social conversations offer insights into consumer interests, aspirations, dreams, and products.
What is the role of paid tools in maximizing social listening insights?
Paid tools are required to maximize insights by looking at large volumes of conversations and making accurate assumptions.
How can social listening be achieved without access to paid tools?
Observational social listening can be achieved by searching keywords, making observational assumptions, and analyzing customer emails and conversations.
What is the difference between observational and empirical social listening?
Observational social listening involves assumptions based on observing keywords, hashtags, and tags, while empirical social listening uses hard numbers to verify hypotheses.
What can you learn from observing social channels and setting up Google Alerts?
Observing social channels and setting up Google Alerts helps understand patterns in how your audience talks about your brand, including sentiment and attitude.
How can you verify your hypotheses in empirical social listening?
You can match assumptions and insights with hard numbers, such as high engagement on content for happy consumers, and link them to sales and conversions.
What can testing keywords in content and marketing assets help determine?
Testing keywords can help determine if they have a further positive effect on performance.
How can audience research and insights be integrated into marketing activity?
By understanding how the audience likes to talk about your brand, you can incorporate relevant language and insights into your content and marketing assets.
Why is business performance an important expectation?
Because solely focusing on direct sales can be misguided.
How can success be measured outside of focusing on sales?
Success can be measured in leads and engagement.
What should you know about metrics or KPIs in measuring the success of a digital marketing strategy?
You should know which metrics are most suited to measuring the success of your strategy and its different channels.
How can PPC and SEO be measured when used as conversion channels?
They can be measured in sales or leads delivered.
What can be measured when Email and Mobile Apps are used as customer retention channels?
Customer retention, repeat use, engagement, leads, and sales can be measured.
What can be measured when Display and Social media are used as awareness channels?
Reach and engagement can be measured.
What are some examples of metrics used to diagnose success?
CPA and CPL for conversion channels, Sentiment and Awareness for customer engagement channels, and New versus returning users and increased sales or conversions for customer retention channels.
What are SMART goals in digital marketing?
Specific, Measurable, Achievable, Realistic, and Timely goals used to measure success outcomes.
Why are SMART goals important for an organization?
They are used to measure performance on digital channels.
What are Key Performance Indicators (KPIs)?
KPIs are metrics used to measure the effectiveness of content, channels, and activity in delivering goals.
How can awareness channels like display and social be measured?
They can be measured with assisted conversions, reach, and frequency.
How can PPC and SEO be measured as conversion channels?
They can be measured by the number of leads or sales driven, cost-per-acquisition or lead (CPA/CPL), or conversion rates.
What is the difference between reporting and measurement in digital marketing?
Reporting provides metrics of performance, while measurement identifies specific measures and their impact on the business.
What is a media plan?
A media plan is a table in Excel that contains information about different channels and their details.
What information is typically included in a media plan?
A media plan includes the channel name, audience targeting, objective, ad delivery, cost, and run dates.
What is the benefit of detailing each platform line by line in a media plan?
Detailing each platform line by line in a media plan allows you to determine the amount of content and support each platform receives.
How can digital marketers estimate ad delivery, impressions, and clicks for a budget?
Digital marketers can estimate ad delivery, impressions, and clicks by dividing the budget by historical CPMs (for display) and CPCs (for paid search).
How can digital marketers estimate conversions from a campaign?
Digital marketers can estimate conversions from a campaign by multiplying the forecasted clicks for a channel by the conversion rate for that channel.
What are campaign action plans?
Campaign action plans cover all aspects of a campaign and serve as project management documents outlining budgets, channels, production, and timings.
What is the purpose of integrating digital media into offline campaigns?
Integrating digital media into offline campaigns can amplify and enhance performance across other channels.
What is ‘dual screening’ in the context of TV and digital media?
‘Dual screening’ refers to viewers using their mobile devices to access social sites while watching TV, presenting an opportunity to enhance performance.
What is trans-time mapping in TV advertising?
Trans-time mapping involves targeting TV audiences with both creative and search activity during specific times and channels when TV commercials are shown.
What are the potential outcomes of implementing trans-time mapping?
Implementing trans-time mapping can lead to increased user engagement with social content, search for the product, and higher recall of the TV creative.
How can analyzing TV trans-times help measure the impact of TV advertising?
Analyzing TV trans-times alongside website traffic changes or social engagement can provide insights into the impact of TV advertising.
What factors should be analyzed in a site audit?
Existing website or current performance, site analytics on a basic level
How can you assess the current status of digital marketing activities?
Analyzing site audit and social and channel audit
Why is it important to have access and login details for all channels and analytics?
To avoid losing access when someone leaves the organization
What is the risk of not having proper access and log in details for social media channels?
Ex-employees may still have access to the accounts, posing a security concern
What should be noted about admins of various channels and email updates?
Identify admins and how email updates are received
What information should be noted regarding existing resources?
Who is working on owned channels and how many hours are being dedicated daily
Why is it important to note the history of digital marketing activity?
To check previous campaign activity and what has been implemented
What should be understood about the chain of command in digital activity?
Who is responsible for decision making and each individual’s remit
How can you assess the performance of an existing website in a site audit?
Analyze site analytics to determine visits per month, frequency, and timing
Why is it necessary to identify all existing social media channels in a channel audit?
To understand their function and performance
What is the main frustration when someone leaves an organization without transferring channel access?
Losing access to channels because of personal email addresses and unknown passwords
What should be done to prevent losing access to social channels when someone leaves?
Ensure login details are known and use business-owned email addresses for security
What is the importance of identifying administrators for account systems like Facebook and Google Analytics?
To prevent ex-employees from retaining access and protect account security
Why is it important to note the resources and hours dedicated to daily operations?
To efficiently allocate resources and optimize time usage
What can be learned from noting the resources dedicated to social channels?
Identify unutilized resources and consider reallocating them for other purposes
What is the important question to consider when setting your budget?
How big is your budget?
When given a small budget, what should you do to focus on your target audience?
Focus on your target audience through a specific lens.
What is an example of focusing on a specific target audience with a small budget?
Targeting either male or female audience based on their effectiveness.
What should you do for multimarket if you believe city dwellers are the most effective?
Target the capital cities of specific markets.
What should you consider when setting your budget for channels and formats?
Linking it to your objectives.
How can you forecast channel performance for future campaigns?
By using historical performance as a benchmark.
How can you estimate the cost of traffic in paid media?
By using historical CPCs or CPMs.
How should you allocate more budget for channels?
To those that will efficiently and effectively deliver on your objectives.
What should you realistically consider when it comes to investing money in digital?
How much money you can comfortably invest.
What is often the case when going through the budget setting process?
Realizing that there may not be enough money to invest in everything.
What should you do if you don’t have enough money to invest in digital?
Prioritize and allocate the budget strategically to other channels or media.
What is a common challenge for businesses that haven’t invested in digital?
They may need to make up for the gap by creating a new website, social channels, and content.
Why is ad spend allocation important for brands starting out?
To ensure they invest in the necessary media channels for their media mix.
What can happen if brands don’t allocate enough budget for ad spend?
They may miss out on important elements of their digital marketing strategy.
What is the final point of budget planning?
Budget allocation and prioritization.
What should you do if you’re under-investing in digital?
Make a case for more investment or better resource allocation.
What can happen if a business under-invests in digital?
They may not achieve success and face challenges due to insufficient investment.
What is step 4 in the Future-basing® process?
Analyze your feelings and note the evidence from your feelings.
What is step 5 in the Future-basing® process?
Map out how you got to the ideal future by creating a critical path plan or analysis.
How can you generate buy-in for the vision?
By having stakeholders involved and training people in different divisions or departments to create their own parts of the vision.
How can leaders inspire their people to become involved and make things happen?
By finding metaphorical or symbolic ways to capture the vision and sharing it in story form.
What is the purpose of the DMI PRO practice exam?
To help students prepare for the DMI PRO certification exam.
What is the pass mark for the DMI PRO practice exam?
60%
Does the practice exam score contribute to the overall certification exam result?
No, it is solely an exam preparation tool to assess readiness.
Where can you access the DMI PRO practice exam?
Through the Practice Tests link on MyDMI.
What is the time limit for completing the DMI PRO practice exam?
1.5 hours (90 minutes).
Can you pause, revisit, and retake the DMI PRO practice exam?
Yes, you can pause, revisit, and retake the exam at any point.
Why is it important to develop a budgeting plan for a digital strategy campaign?
Developing a budgeting plan allows you to plan out all investments month by month, ensuring that digital is not under-invested in and under-performing.
How can planning long term help secure investment for a digital strategy campaign?
Planning long term helps secure investment by avoiding the movement of money to other departments or requirements due to lack of planning.
What is the importance of addressing moments when budget investment needs to fluctuate?
Addressing moments when budget investment needs to fluctuate allows for anticipating changes during seasonal periods, such as increased or decreased budget requirements during Christmas for retailers.
What can happen if there is over-investment in the early periods without addressing budget fluctuations?
Over-investment in the early periods without addressing budget fluctuations can lead to insufficient funds to achieve desired goals later on.
How should you plan your budget based on the available budget duration?
You should plan your budget based on the available budget duration, whether it’s for a year, half a year, or any specific period.
What is ROI and how is it calculated?
ROI is the return on investment and it is calculated by subtracting the marketing spend from the revenue, multiplying by 100, and dividing by the marketing spend.
What are the two key outcomes that determine the success of digital activities?
The two key outcomes that determine the success of digital activities are sales and leads.
How can sales be measured in terms of ROI?
Sales can be measured in terms of ROI by evaluating the revenue generated from product purchases through digital channels and comparing it to the cost of delivery.
How can leads be defined in the context of determining ROI?
Leads can be defined as valuable customer data captured through expressions of interest in a product or service, typically obtained through lead forms on landing pages.
How can the value of a lead be determined?
The value of a lead can be determined by calculating its conversion rate and average sale cost, resulting in the revenue per lead.
How can we determine ROI?
By calculating the cost per lead and the sales conversion rate.
If leads have a 10% sale conversion rate, how many leads does it take to drive one sale?
10 leads
If a sale is worth $100 and it takes 10 leads to generate one sale, what is the value of one lead?
$10
What are micro conversions?
Actions that contribute to the purchase decision-making process.
Besides monetary value, what other actions can be considered when measuring success?
Site visits, enquiries, and video views.
How can we measure the impact of non-conversion activity like social media or display?
By looking at the engagement required to deliver a sale or lead.
What can we attribute any uplifts from the normal level to?
Our campaign
How should we measure the impact of top of funnel or non-conversion channels?
In a different way than direct sales or leads.
What outcomes can video views deliver?
Higher awareness, positive conversations about your brand, and higher brand search volumes.
What can rise during or following a social media campaign?
Customer awareness of your brand.
What should the objective phase of creating a digital strategy focus on?
Setting clear objectives for your digital marketing activity.
What should the objectives in a digital marketing strategy be?
Business objectives that can be realized through digital marketing.
What are some key objectives throughout a digital marketing strategy?
Conversion/sales, consideration, awareness, and retention.
What is the purpose of the objective phase?
To build an appropriate digital strategy.
What is important when it comes to utilizing all your resources in a digital marketing strategy?
Being clear, concise, and efficient in spending money.
