DM Notes Module 10 - Digital Marketing Strategy Flashcards
1
Q
What does PPC stand for?
A
PPC stands for Pay Per Click.
2
Q
What is the purpose of ad groups and campaigns in PPC?
A
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.
3
Q
Which search engine is the most widely used?
A
Google is the most widely used search engine.
4
Q
Why is it beneficial to include Bing or Yahoo in your search engine plan?
A
Including Bing or Yahoo in your search engine plan can open up your search activity to different types of searchers and drive incremental opportunities.
5
Q
What metrics are best suited to measure success for PPC?
A
Total sales, leads, cost per sale, conversion rate, and other conversion metrics are best suited to measure success for PPC.
6
Q
What is the goal of SEO?
A
The goal of SEO is to optimize the non-paid aspect of search activity and improve website visibility and rank over time.
7
Q
What are some technical features of a website that should be optimized for SEO?
A
Some technical features of a website that should be optimized for SEO include load speed, mobile friendliness, and limited or no broken links.
8
Q
What should content created for SEO contain?
A
Content created for SEO should contain frequent but natural use of search terms and phrases that the target searcher might use.
9
Q
Which type of search is considered more trustworthy by many searchers?
A
Organic search is considered more trustworthy by many searchers.
10
Q
Why does PPC drive more clicks on a mobile device?
A
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.
11
Q
How do PPC and SEO work together?
A
PPC and SEO work together to capture as many searches as possible.
12
Q
What metrics are used to measure success in SEO activities?
A
Conversion metrics, total sales, leads, conversion rate, repeat visits, average time on site, and traffic levels are used to measure success in SEO activities.
13
Q
What is the purpose of the email channel in digital marketing?
A
The purpose of the email channel is to drive retention of customers by engaging the mailing list and building customer loyalty over time.
14
Q
How can marketing automation be used in email campaigns?
A
Marketing automation can be used in email campaigns to automatically email content to different persona types at key times for better reception and consumption.
15
Q
What should be considered regarding GDPR compliance in email programs?
A
GDPR compliance should be considered when undertaking an email program.
16
Q
What metrics can be used to measure the success of an email program?
A
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.
17
Q
What is the role of content marketing in digital marketing?
A
Content marketing resonates with the audience, can be distributed on appropriate channels, and helps achieve objectives such as awareness and conversion activity.
18
Q
What metrics can be used to measure the impact of content marketing?
A
Metrics such as engagement rates on social media and conversion rates in SEO can be used to measure the impact of content marketing.
19
Q
What is the role of a media plan?
A
A media plan serves as a guide to how you will spend your ad budget and helps track spends.
20
Q
What should be done at the end of each month regarding the media plan?
A
At the end of each month, the media plan should be reconciled by putting actual spends in the respective columns.
21
Q
What is the purpose of creating an audience persona?
A
Creating an audience persona allows you to easily put yourself in their shoes and build on their story.
22
Q
What are key insights for developing audience personas?
A
Key insights include age, gender, interests, family, content choices, quirks, and more.
23
Q
What can we discover about Trudy’s persona?
A
We can discover her motivations, interests, digital channel choices, content preferences, search behavior, device usage, age, gender, and quirks.
24
Q
How can you prioritize audience types?
A
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.
25
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.
26
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.
27
What does social listening involve?
Social listening involves observing or collating live social conversations to derive insights from language and topics.
28
What insights can social conversations offer?
Social conversations offer insights into consumer interests, aspirations, dreams, and products.
29
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.
30
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.
31
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.
32
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.
33
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.
34
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.
35
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.
36
Why is business performance an important expectation?
Because solely focusing on direct sales can be misguided.
37
How can success be measured outside of focusing on sales?
Success can be measured in leads and engagement.
38
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.
39
How can PPC and SEO be measured when used as conversion channels?
They can be measured in sales or leads delivered.
40
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.
41
What can be measured when Display and Social media are used as awareness channels?
Reach and engagement can be measured.
42
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.
43
What are SMART goals in digital marketing?
Specific, Measurable, Achievable, Realistic, and Timely goals used to measure success outcomes.
44
Why are SMART goals important for an organization?
They are used to measure performance on digital channels.
45
What are Key Performance Indicators (KPIs)?
KPIs are metrics used to measure the effectiveness of content, channels, and activity in delivering goals.
46
How can awareness channels like display and social be measured?
They can be measured with assisted conversions, reach, and frequency.
47
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.
48
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.
49
What is a media plan?
A media plan is a table in Excel that contains information about different channels and their details.
50
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.
51
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.
52
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).
53
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.
54
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.
55
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.
56
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.
57
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.
58
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.
59
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.
60
What factors should be analyzed in a site audit?
Existing website or current performance, site analytics on a basic level
61
How can you assess the current status of digital marketing activities?
Analyzing site audit and social and channel audit
62
Why is it important to have access and login details for all channels and analytics?
To avoid losing access when someone leaves the organization
63
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
64
What should be noted about admins of various channels and email updates?
Identify admins and how email updates are received
65
What information should be noted regarding existing resources?
Who is working on owned channels and how many hours are being dedicated daily
66
Why is it important to note the history of digital marketing activity?
To check previous campaign activity and what has been implemented
67
What should be understood about the chain of command in digital activity?
Who is responsible for decision making and each individual's remit
68
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
69
Why is it necessary to identify all existing social media channels in a channel audit?
To understand their function and performance
70
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
71
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
72
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
73
Why is it important to note the resources and hours dedicated to daily operations?
To efficiently allocate resources and optimize time usage
74
What can be learned from noting the resources dedicated to social channels?
Identify unutilized resources and consider reallocating them for other purposes
75
What is the important question to consider when setting your budget?
How big is your budget?
76
When given a small budget, what should you do to focus on your target audience?
Focus on your target audience through a specific lens.
77
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.
78
What should you do for multimarket if you believe city dwellers are the most effective?
Target the capital cities of specific markets.
79
What should you consider when setting your budget for channels and formats?
Linking it to your objectives.
80
How can you forecast channel performance for future campaigns?
By using historical performance as a benchmark.
81
How can you estimate the cost of traffic in paid media?
By using historical CPCs or CPMs.
82
How should you allocate more budget for channels?
To those that will efficiently and effectively deliver on your objectives.
83
What should you realistically consider when it comes to investing money in digital?
How much money you can comfortably invest.
84
What is often the case when going through the budget setting process?
Realizing that there may not be enough money to invest in everything.
85
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.
86
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.
87
Why is ad spend allocation important for brands starting out?
To ensure they invest in the necessary media channels for their media mix.
88
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.
89
What is the final point of budget planning?
Budget allocation and prioritization.
90
What should you do if you're under-investing in digital?
Make a case for more investment or better resource allocation.
91
What can happen if a business under-invests in digital?
They may not achieve success and face challenges due to insufficient investment.
92
What is step 4 in the Future-basing® process?
Analyze your feelings and note the evidence from your feelings.
93
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.
94
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.
95
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.
96
What is the purpose of the DMI PRO practice exam?
To help students prepare for the DMI PRO certification exam.
97
What is the pass mark for the DMI PRO practice exam?
60%
98
Does the practice exam score contribute to the overall certification exam result?
No, it is solely an exam preparation tool to assess readiness.
99
Where can you access the DMI PRO practice exam?
Through the Practice Tests link on MyDMI.
100
What is the time limit for completing the DMI PRO practice exam?
1.5 hours (90 minutes).
101
Can you pause, revisit, and retake the DMI PRO practice exam?
Yes, you can pause, revisit, and retake the exam at any point.
102
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.
103
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.
104
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.
105
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.
106
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.
107
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.
108
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.
109
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.
110
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.
111
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.
112
How can we determine ROI?
By calculating the cost per lead and the sales conversion rate.
113
If leads have a 10% sale conversion rate, how many leads does it take to drive one sale?
10 leads
114
If a sale is worth $100 and it takes 10 leads to generate one sale, what is the value of one lead?
$10
115
What are micro conversions?
Actions that contribute to the purchase decision-making process.
116
Besides monetary value, what other actions can be considered when measuring success?
Site visits, enquiries, and video views.
117
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.
118
What can we attribute any uplifts from the normal level to?
Our campaign
119
How should we measure the impact of top of funnel or non-conversion channels?
In a different way than direct sales or leads.
120
What outcomes can video views deliver?
Higher awareness, positive conversations about your brand, and higher brand search volumes.
121
What can rise during or following a social media campaign?
Customer awareness of your brand.
122
What should the objective phase of creating a digital strategy focus on?
Setting clear objectives for your digital marketing activity.
123
What should the objectives in a digital marketing strategy be?
Business objectives that can be realized through digital marketing.
124
What are some key objectives throughout a digital marketing strategy?
Conversion/sales, consideration, awareness, and retention.
125
What is the purpose of the objective phase?
To build an appropriate digital strategy.
126
What is important when it comes to utilizing all your resources in a digital marketing strategy?
Being clear, concise, and efficient in spending money.
127
What are the two forms of strategic thinking?
The two forms of strategic thinking are forecasting or predictive thinking and designing the desired future.
128
What is the more powerful form of strategic thinking?
The more powerful form of strategic thinking involves designing the desired future and planning to make it happen.
129
What challenges were the six outdoor education centers facing?
The six outdoor education centers were facing the challenge of budget cuts and the potential closure of centers.
130
How did the Senior Education Officer propose to overcome the challenges faced by the centers?
The Senior Education Officer proposed that the centers join forces, share resources, and support each other.
131
What is Future-basing®?
Future-basing® is a powerful process that involves creating a vision, deciding how to achieve it, building operational plans, and generating motivation to act.
132
How can Future-basing® help resolve conflicts?
Future-basing® can help resolve conflicts by encouraging creative thinking and the sharing of ideas beyond the conflicts.
133
What is the first step in applying Future-basing®?
The first step in applying Future-basing® is to stimulate imagination by 'reviewing the future' and describing the future vision as if it is already real.
134
What is the purpose of creating a frame for success in Future-basing®?
Creating a frame for success in Future-basing® helps focus attention on streams of achievement based on the analysis of the operating environment.
135
Under each success heading in Future-basing®, what should be listed?
Under each success heading, specific achievements that have been achieved in the imagined future should be listed.
136
What tense should be used when phrasing achievements in Future-basing®?
Achievements in Future-basing® should be phrased in the present tense and use positive terms.
137
What is the purpose of a creative strategy in digital marketing?
The purpose of a creative strategy is to develop visual stimuli for a brand, product, or service and guide the theme and look of all assets.
138
What are the key areas to identify in a creative strategy?
The key areas to identify in a creative strategy are ideas, activations, visual elements, and narrative.
139
Why is it important to consider the budget when developing a creative strategy?
Considering the budget ensures that initial thinking is not limited and allows for realistic possibilities.
140
What should be added to the content plan when compiling a full format list for the creative strategy?
The full format list should include the creative requirement, dimensions, and specifications for each format.
141
What should be matched with a big piece of creative work to deliver it through paid channels?
A budget for paid media should be matched with a big piece of creative work to deliver it effectively.
142
What factors should be considered when assessing the creative in relation to brand values and audience?
The creative should align with brand values, use audience language, and aim to achieve overall objectives.
143
How can the efficiency and effectiveness of assets be maximized?
Assets can be maximized by creating content that is platform agnostic and can be tailored to specific platforms.
144
What is the biggest challenge in the asset development stage?
The biggest challenge is maximizing the efficiency and effectiveness of assets.
145
How can assets be 'sweated' or repurposed for different social platforms?
Creating platform agnostic content that can be tailored to specific platforms allows for asset repurposing.
146
What are some considerations when developing assets for different social platforms?
Considerations include fitting brand values, using audience language, and aligning with overall objectives.
147
Who identifies the patterns of success?
The responsible parties need to address this question.
148
Who ultimately makes decisions for change?
The responsible parties need to address this question.
149
Who is responsible for performance?
The responsible parties need to address this question.
150
Who tracks performance?
The responsible parties need to address this question.
151
What should everybody in the team understand?
They should understand what they are responsible for, their KPIs, how to be successful, and their daily/weekly goals.
152
How can you ensure you are on track to deliver your goal?
By explicitly setting KPIs and measuring performance against them.
153
Why is it important to assign the right KPIs to your channels?
To ensure each department is responsible for measurable goals based on their expertise.
154
What can demoralize a team when it comes to setting KPIs?
Setting unobtainable or incorrect KPIs can demoralize a team.
155
How can you forecast results for your strategy?
By looking at past campaigns as a benchmark of performance.
156
Why should you revise your forecasts after completing your strategy?
To incorporate research findings and reflect agreed media and channel plans.
157
What can be estimated using historical metrics like CPC and CPA?
What each channel could potentially deliver for the available budget.
158
What is the purpose of analyzing the forecast against research?
To understand if the channel and audience mix is correct for the campaign.
159
What should goal forecasting always begin with?
It should begin with the goal.
160
How can you calculate the transaction target for an ecommerce site?
By dividing the revenue goal by the average order value (AOV).
161
How can you calculate the leads needed for a sales target on a lead generation site?
By dividing the sales goal by the average number of sales generated from leads.
162
What is the purpose of driving consideration?
To encourage people to take action and buy or convert.
163
What are the objectives of driving conversion and retention?
To drive sales or conversions and keep previous customers engaged.
164
Why is it generally easier to drive sales from previous customers than to attract new customers?
Because previous customers have already bought from you.
165
What should be considered high value in terms of retention objectives?
Encouraging brand advocacy or repeat purchases.
166
What should be considered when setting objectives for a digital strategy?
The priority of the objectives to focus resources, time, and budget.
167
How does the priority of objectives influence channel strategy?
It determines the channels to be chosen for the campaign.
168
What is the focus of the channel strategy?
Understanding how to use different digital platforms effectively.
169
What does the content strategy involve?
Deciding what content to put on different channels.
170
What does the term 'content' encompass?
Everything that is put on digital platforms, including articles and images.
171
Why is the media strategy often overlooked by smaller brands?
Because it's a complex area to understand and requires investment.
172
What does the media strategy involve?
Utilizing paid activities and reaching the right people with ads.
173
What are tactics in digital marketing strategy?
Individual executions that make up the overall strategy.
174
What is the difference between strategy and tactic?
Strategy refers to the overall goal, while tactics are specific actions to achieve that goal.
175
Give an example of a clear digital strategy.
Using Twitter to increase brand awareness and communicate positively with customers.
176
What should be considered when choosing tactics?
The goal and purpose of the overall digital strategy.
177
What is the goal of a digital marketing strategy?
To achieve specific objectives and drive desired actions.
178
What should you consider during video production to engage your audience on mobile or desktop?
Readability and video resolution across devices
179
How can GIFs be used in campaigns?
GIFs can be captured out of video creative to be used in other campaigns or to complement existing ones
180
What are dynamic assets?
Existing creative assets converted into dynamic assets for platforms like Facebook canvas
181
What types of visual assets can be edited to suit digital formats and channels?
TV ads and other visual assets
182
What is the purpose of using infographics in content strategy?
To aid SEO off-site link building
183
What is a content strategy based on?
The overarching strategy
184
What is the main purpose of a content strategy in relation to delivering objectives?
To produce consistently effective content
185
What does a content strategy state in relation to brand or campaign?
The brand or campaign story and narrative
186
What are key elements detailed in a content strategy?
Format, tone, and messaging
187
What does consistent storytelling lead to?
Consistent audience response and positive brand perception
188
What is a narrative or story in a content strategy?
The cornerstone to build engagement and affinity with the audience
189
What should a format plan include?
A list of all the formats to be implemented
190
How can the impact of a TV commercial be measured?
By tracking the difference between normal levels and the traffic spike after the commercial airs.
191
What can a hashtag integration in a TV commercial be highly effective for?
Creating conversation and having audiences participate in it.
192
In what other types of advertising can a hashtag integration be effective?
Radio, print, and outdoor advertising.
193
What is the final output of a digital marketing strategy?
A single document that presents objectives and how they will be achieved.
194
What are the components that need to be collated in a digital marketing strategy document?
High-impact goals, KPIs and budgets, researched audience, creative strategy, paid and organic channel mix.
195
What is the recommended tool for presenting a digital marketing strategy to secure budget or get approval?
PowerPoint presentation.
196
What is the best format for technical pieces in a digital marketing strategy?
Microsoft Word and detailed documentation.
197
What is the purpose of referencing the existence of a technical document in a digital marketing strategy?
To build trust in the strategy without going through the actual details.
198
In what format should a digital marketing strategy be initially written before distilling it into a PowerPoint presentation?
MS Word.
199
What are the sections typically included in a digital marketing strategy document?
Introduction, Objectives, KPIs and Measurement, Research, Creative Strategy, Media, Costs, Project Plan and Timelines.
200
Why is it important to develop a format plan in digital marketing?
Developing a format plan helps understand the number of varying formats required.
201
What are some examples of formats that can be used in digital marketing?
Some examples of formats include video, canvas, link, and embed ads.
202
How can utilizing dynamic content and relevant text help in digital marketing?
Utilizing dynamic content and relevant text can help build your SEO approach.
203
What are the steps involved in creating a format plan?
The steps involve laying out content, listing relevant channels, detailing copy, and understanding format details.
204
Why is listing out all channels, formats, and dimensions important in digital marketing?
Listing out all channels, formats, and dimensions helps reveal opportunities and improve efficiency.
205
Which format would be more effective if 'clicks to site' is the objective?
Link embed would be more effective than photo image.
206
What format should be considered if hashtag usage is the goal for a campaign?
Conversational ads and using one hashtag in the copy should be considered.
207
What factors should be considered when evaluating different channels in digital marketing?
Strengths, weaknesses, benefits, costs, freedoms, and limits of each channel should be considered.
208
How can social channels be used effectively in digital marketing?
Choose channels used by customers, use paid social to drive reach and frequency, and raise awareness and engagement.
209
What metrics are best suited to measuring the success of display campaigns?
Reach and frequency metrics are best suited to measuring the success of display campaigns.
210
What is close rate?
Close rate is the percentage of leads that turn into a sale.
211
How do you calculate close rate?
You can calculate close rate by dividing total sales by total leads.
212
What is website traffic forecasting?
Website traffic forecasting is the process of determining the amount of traffic needed to reach a goal.
213
How do you work out the traffic needed for a goal?
Divide the goal by the conversion rate.
214
Where can you obtain your conversion rate?
You can obtain your conversion rate from Google Analytics or your preferred website Analytics tool.
215
How do you calculate the required visitors for a goal?
Divide the goal by the conversion rate.
216
What is the formula to calculate the required visitors for a goal?
Goal divided by conversion rate.
217
What are the required visitors to get 10 sales with a 1% conversion rate?
1,000 visitors.
218
What is the formula to calculate the required traffic needed to reach a goal?
Goal divided by conversion rate.
219
What are the required visitors to get 100 leads with a 10% conversion rate?
1,000 visitors.
220
What is the formula to calculate media budgets using historical CPCs?
Multiply traffic required by cost per click for that channel.
221
Where can you find your cost per click?
You can find your cost per click in advertising tools like Google Ads or Facebook Business Manager.
222
How do you calculate the cost to get 1,000 visitors with a $2 CPC?
Multiply CPC by the number of visitors.
223
What is the cost to get 1,000 visitors with a $2 CPC?
$2,000.00
224
How do you estimate the traffic you can drive for a given budget?
Divide available budget by cost per user or cost per click.
225
How do you work out the forecasted cost per acquisition?
Divide the budget by the expected number of conversions.
226
How can you estimate engagement?
Use historical data from engagement channels to help estimate engagement numbers.
227
How do you estimate cost per engagement?
Divide the budget for a campaign by the engagement numbers from that campaign.
228
What is digital marketing?
Digital marketing is the practice of utilizing digital tools for the purposes of marketing.
229
What is digital media?
Digital media refers to the channels used to distribute marketing messaging online.
230
What are some examples of digital media channels?
Some examples of digital media channels are Google, Facebook, Twitter, and email.
231
What does digital marketing consist of?
Digital marketing consists of all online activities, creative formats, and messaging that aims to engage with consumers online.
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What are core elements in digital marketing?
Core elements in digital marketing depend on the size of the organization and budget available.
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Why is it important to identify required resources early on in digital marketing?
It is important to plan resources to avoid over-investing and to ensure successful campaign management.
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How can digital marketing be time-consuming and labor-intensive?
If not planned correctly, digital marketing tasks may take more time and people than initially estimated.
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Why can money be a cause of frustration for marketers in digital marketing?
Digital marketing practices have become more complex and often require more time, investment, and tools for effective measurement.
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What is the most underestimated resource in digital marketing?
People are the most underestimated resource in digital marketing.
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Why is it important to bring in the right people in digital marketing?
Bringing in the right people ensures efficient use of time and successful project development.
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What can turn early successes in digital marketing into failure?
Failure to address the increased requirement for people in digital marketing can turn early successes into failures.
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How can resource maps be useful in digital marketing?
Resource maps help identify required resources, highlight gaps, and build a case for securing more resources.
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Why is it difficult to drive performance when agency fees are calculated as a percentage of media spend?
Because agencies will charge an hourly fee, which is a better model for driving performance.
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What are ad serving tools used for?
To upload, manage, and serve image creative assets to the audience.
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Why is it important to understand the value and purpose of additional tools before committing to a budget for them?
To determine if they are crucial for the success of the campaign or just nice-to-have additions.
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What factors influence the budget for a digital marketing campaign?
People, technology, training, and process.
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How can technology help improve efficiency in larger teams?
By ensuring teams are linking with each other correctly, sharing data and insights accurately.
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Why should training not be overlooked in a digital marketing campaign?
Because inadequate training can lead to inefficiencies and should be addressed early.
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What volume and detail are required in an ad buying strategy with high media investment?
It requires more tools, more people, and more resources to manage the advertising.
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What considerations are key when planning a budget for a digital marketing strategy?
Target audience size, objectives, realistic customer acquisition, budget allocation for busy months or campaigns, and ad spend allocation.
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What questions should be asked to evaluate the target audience?
How many people are within the target audience? How many customers are needed to keep the lights on? How many customers are needed to be truly successful?
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What is desk research?
Desk research is the research you can access easily from your desk through a Google search.
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What resources can be used for desk research?
The resources available for desk research include WARC, ANA, Think with Google, and Consumer Barometer.
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How can Google be used as a desk research tool?
Google can be used by asking questions about people and finding relevant articles or sources.
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What is a digital audit?
A digital audit is an assessment of all active media channels to evaluate their effectiveness.
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Why is a digital audit important?
A digital audit helps build a foundation on historical performance and understand available channels for planning a strategy.
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What is the purpose of conducting a digital audit?
The purpose of conducting a digital audit is to assess the performance, effectiveness, and number of channels in use.
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What does a digital audit checklist include?
A digital audit checklist includes assessing websites, pages, social media profiles, and existing accounts.
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What is a key outcome of a digital audit?
A key outcome of a digital audit is a full awareness of digital within the entire organization.
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How can a digital audit help overcome internal politics?
By showing the depth of understanding, a digital audit can increase control and alignment within the organization.
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When is it best to reveal costs in a strategy presentation?
Towards the end of the presentation.
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Why is it beneficial to reveal costs towards the end of the strategy presentation?
So that the reader can first understand the plan in detail without bias of cost implications.
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What does the digital marketing strategy document summarize?
It summarizes the groundwork, core objectives, and plan for a successful outcome.
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Why is it important to refer to the digital marketing strategy document throughout the campaign?
To ensure all elements are being executed as planned and to serve as a historical record.
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What is strategic thinking?
A process to view, weigh up, and create the future for oneself and others.
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How can strategy be defined?
As the bridge between policy and tactics, means and ends, or deployment of resources.
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What is an emergent strategy?
A strategy that forms naturally through consistent actions or solving unexpected issues.
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What are the key activities conducted during the Research phase of digital marketing strategy?
Research mapping, Channel analytics, Audience research, Keyword research, Social listening
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What is the purpose of research in the strategic process of digital marketing strategy?
To learn as much as possible before developing a strategy
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What does the research phase ensure in the development of a digital marketing strategy?
That the strategy is built upon insight instead of assumptions alone
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What is a research map in the context of digital marketing strategy?
A plan that ensures all areas of research are being read correctly and allows you to map research to derive insights
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How can a research map be useful in developing a digital marketing strategy?
It helps to identify patterns and connections between findings by plotting them all in one place
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What should be placed at the center of a research map for digital marketing strategy?
The audience and the challenge faced
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Why is it important to differentiate between strong research and possible false reports in digital marketing strategy?
It can have a profound impact on the decisions made
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What is owned research in digital marketing strategy?
Research that your business owns, has easy access to, and is directly related to your business
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What are examples of owned research in digital marketing strategy?
Website analytics, Current customer research, Social channel insights
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What is the purpose of the objective phase?
To set the objectives for a digital marketing strategy.
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What are the core components of a digital strategy?
Concepts, core elements, resource maps.
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What is the role of ROI in digital marketing?
To measure the success and determine the value of a digital marketing campaign.
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What are SMART goals?
Specific, measurable, attainable, relevant, and time-bound goals.
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What is the difference between owned and desk research?
Owned research is data collected by the organization, while desk research utilizes external resources.
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What is a digital audit?
An analysis of the digital presence and performance of a company.
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What is the role of media plan in executing a digital marketing strategy?
To determine the channels and resources needed for a campaign.
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How can you communicate results of a digital marketing strategy?
By choosing appropriate communication channels.
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What is strategic thinking?
The ability to think critically and plan for long-term objectives.
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What is Future-basing®?
A strategic thinking technique for envisioning the future.
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Why was it necessary to print on both sides of the paper?
The headed paper was tearing in the printing machines when it was turned over.
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How did the print department supervisor propose solving the printing problem?
By turning the sales list into a simple, folded page printed on plain paper with illustrations in one color on the front.
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What was the result of the trial run of the first leaflet?
It produced a sensation in the London Baltic Exchange, multiplying the company’s sales and winning the largest container agency contract in the world.
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What are some benefits of strategic thinking?
Becoming proactive, having a better sense of direction, achieving better operational efficiency, increasing market share and profitability, and making the business more durable.
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How can strategic thinking contribute to achieving goals?
By feeding and enhancing a company's vision.
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How did strategic thinking help the radiography superintendents in the hospital?
It allowed them to find time to supervise their team members by redistributing their workload.
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What are the main characteristics of strategic thinking?
Conceptual, systems-oriented, directed toward the future, and opportunistic in nature.
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What skills are natural to strategic thinkers?
Being big-picture oriented and direction-setters.
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Can strategic thinking be learned?
Yes, even if you don't already have these skills, they can be learned.
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What is a digital strategy?
A digital strategy is a plan that operates across all digital channels to achieve a single objective or set of objectives.
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What is the foundation of digital strategy?
Understanding the audience, their behaviors, and crafting new behavior involving the brand, product, or services online.
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What can digital include in a digital strategy?
Digital can include using content, paid advertising, and customer interactions with the brand.
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What are the core components of digital strategy development?
The core components are objectives, channel strategy, content strategy, media strategy, and tactics.
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What falls into the main categories of objectives in digital strategy?
Awareness, consideration, conversion, and retention.
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What is the purpose of driving awareness in digital strategy?
To make people aware of the existence and benefits of the product to drive sales or conversions.
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How can awareness be identified in digital strategy?
Through keyword research, such as using brand or product names in tools like Google Keyword Planner or Google Trends.
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What can be used to drive recall of product USPs or ESPs in digital strategy?
Reach and frequency of messaging through outbound display and social media.
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What are the five steps to conduct a social listening study?
Identify keywords, Utilize social search, Check for additional keywords, Identify trends, Establish insight.
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Why is competitor research important?
Competitor research helps understand your place amongst competitors and identify gaps and opportunities to capitalize on.
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What are some key benefits of competitor research?
Compare size of channels, Identify mobile ability of their site, Compare channels, Identify channel gaps, Assess content, Assess format gaps.
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What is the purpose of a brief in digital marketing strategy?
A brief provides instructions for strategy development, helps inspire campaign ideas, and informs media choices.
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What is included in the creative brief?
Product, audience, and competitor insights, copy and messaging, creative formats, banners, social posts, and videos.
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What is included in the media brief?
Audience data, motivations, demographics, media budget, timings, content and creative formats, and channel plan.
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What is the purpose of a media plan?
A media plan details all paid media channels, costs, and go-live and run rates for each channel.
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What is the importance of understanding historical data in digital marketing?
To learn from past campaigns and make informed decisions.
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Why is it important to know the chain of command in an organization?
To understand who approves and is responsible for the activity.
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What is the purpose of audience research in digital marketing?
To gain insights on target audience interests and demographics.
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Name a tool that provides audience insights for refining messaging and targeting on Facebook.
Facebook Audience Insight Tool.
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Which platform allows you to monitor brand mentions on social and around the web?
Brandwatch and Pulsar.
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In audience personas, why is it important to see the target audience as real people?
To better understand their characteristics and preferences.
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What organization owns the copyright for digital marketing strategy?
digitalmarketinginstitute.com
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What year was the copyright for digital marketing strategy established?
2021
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How many pages does the course notes have?
65
