Final Prep Flashcards
What are the 3 ways to increase profits through promotional strategy
- Influence preference (make D inelastic)
- Change behaviour (shift D and make inelastic)
- Develop Awareness (shift D to right)
What is the marketing communication TRIFECTA
Owned
Earned
Paid
What is the purpose of integrated marketing communications (IMC)
Avoid confusion and deliver clear message amongst all possible communication channels
What is Consumer Experience Markting (CX) 2*
Improving customer experience on a journey level (on all points of contact)
Marketing that puts the customers needs wants and value delivering above just making sales
What are the 5 steps of customer journey map?
What is the promotional quality that aligns with the steps
- Interest = (Awareness)
- Search = (Findability)
- Research = (Reputation)
- Purchase = (conversion)
- Experience = (advocacy)
What is content/inbound marketing?
Creating and distributing content that displays your company’s message to the correct audience
What are the 6 elements of CONTENT VISION/strategy (owned marketing) V.I.S.I.O.N
Vivid
Inspirational
Significant
Infectious
Out of ordinary
North Star (belief and position stays and is clear)
What are the 4 different types of owned marketing websites? When are they best used
- Marketing Website = uncommon purchases that require info = cars
- E-commerce = easily converted products = retail
- Brand community website = high brand community products = Harley Davidson
- Email Marketing website = tldr
What is earned marketing communications
Reputation and publicity through consumer experiences. Cannot be controlled by company.
What is USER GENERATED CONTENT in Earned Marketing
Things like viral challenges that promoted by consumers
What are some examples of traditional earned marketing communications
Articles written in magazines/ blogs
Lobbying
PR from Charity work
3 Benefots pf CX Marketing (BlSpCj)
Improved brand loyalty
Improved social Proof
Extended customer journey
What is considered a tool for visualizing a customers interaction with the brand?
Customer Map Journey
what are paid marketing communications?
paid media and advertising, part of the marketing communication mix
Advertising (3) vs Paid Media (3)
advertising: mass market communications and traditional media consumption (tv, radio, ooh),
focused on call to action,
separate and not integrated into other marketing communications
Paid Media:
both mass market and DECENTRALIZED media (controlled by independents),
paying to place the content (sponsorships and promoted posts),
part of marketing trifecta (synergy between paid owned and earned media)
6 obstacles of paid media strategic SELECTION (BRACCS)
Budget
Reach (frequency)
Availability (Lead time)
Competition
Context
Seasonality (Timing)
6 Things to include on a PAID MEDIA RECCOMENDATION (literally lens runs) PACSAC
Scheduling Recommendations
Audience
Costs
Calendar (blocking chart)
program
analysis to support (GRPs and rationale)
What 4 things should the rationale section include? CL,M,P&C,Exp
Concentration level in mediums
why chosen medium
Pros and cons of recommendation
Exposure recommendation
What is a retargeting campaign (think DSP and CTV)
ability to retarget based on previous campaign for better conversions
On site SEO vs Off site SEO
on site: optimizing internally
Off site: improving visibility through external means, like building links from other websites blogs an SM
SEO managment: what are the most common technical issues to resolve and boost websites quality score? (LSDBM)
Loading times
Security
duplicate Content
Broken Links
mobile responsiveness
What is EAT in SEO? Why is it important?
EAT = Expertise, Authority, Trustworthiness
helps search engines understand the level of credibility your site has
5 types of links? HAEII
hyperlink
anchor link
External Link (Backlinking)
Internal Link
Image link
What can be done to determine weaknesses in SEO (4)
- use Ahrefs or Majestic to analyze link profile
- look for low ratio of high quality links to lql
- look 4lack of diversity in anchor links
- look 4 broken links
7 Steps to IMPROVING RANKING SEO** (ID,RW,IOL,CLW,ROW,FU,MP)
- identify types of websites relevant to the website and its content
- research the websites to understand their content audience and linking practices
- Identify opportunities to earn a link such as creating high quality content likely to be shared
- create list of target websites and link building tactics to be used to earn a link from each one
- reach out to the target website and propose link-building opporitunity
- follow up
- Monitor progress of plan and adjust
SEO vs SEM
SEO is organic
SEM is payed for
types of search engine ads styles (pplg) (includes PPC)
PPC
PLAs = product listing ads
LSAs Local Service ads
Google Maps Ads
What is the process of effectively using Google Ads for SEM (5)
- Set specific goals for campaign
- Bid on position based on $, ad quality, and Ad Rank
- Use tools like analytics to track campaign performance
4.alter keywords and ad groups that are performing poorly - optimize based on results and data
How to improve Ad position without increasing bid amount? (3)
improve ad relevance and quality
use ad extensions
use negative words
5 advantages of social media marketing FINIC
2 Challenges M&M
Flexibility (test and adapt)
Interactivity (marketer interact w consumer)
network Value (shared user to user as well)
immediacy (quick responses on both ends)
Cost effectiveness
hard to
Measure
manage
6 UNIVERSAL practices for Social Media content (V,✝️⚖️🤝🏃,🤷🏻♂️)
- use videos
- Cross post
- balance promo with curated content (think ssense)
- be responsive, engaged, and timely
- on brand and consitent
- dont try to overly control, consumers have control
5 unique mobile marketing tactics
- location based
- personalization
- notifications
- mobile apps
- mobile specific ads
What are KPIs?
Key Performance Indicators
Used to track performance of campaigns and strategy
7 Types of KPIs in Digital Marketing (Wt,Cr,Roi,Lg,Er,Ltv,Ms)
Website traffic
convserion Rate
ROI
Lead Generation
engagement rate
LTV
Market Share
What are Attribution Methods?
used to assign credit to different marketing touchpoints for sales and conversions.
8 types of attribution methods? LFLT,PUCD
Last Click
First Click
Linear
Time decay
Position based
U-Shaped
Custom
Data-driven
two types of global marketing program strategies
standardized = same strategy across all international markets (ikea)
adapted = adjusting strategy and mix for each international market (higher cost but larger market share)
REVIEW: Product x communication strategy rectangle
PRODUCT COMMUNICATIONS
Dont change + Dont change = straight extension
Dont change + change = communication adaptation
change + dont change = Product adaptation
change + change = dual adaptation
ALTERNATIVE = product invention
How does global marketing affect pricing and distribution in marketing mix
Pricing: different SOL per country, Different value-perceptions per country, price escalations due to shipping and tarrifs
- Internet forces standization of price
Distribution: includes both channels between nations and within nations before reaching final user/buyer
What are the social criticisms of marketing impact on consumers?
(BAD stuff) 4
Higher Prices
- Excessive markups
Deceptive Practices
-Pricing
-Promotion
-Packaging
High-Pressure Selling
Shoddy or unsafe products
Planned obsolescence
Poor service to disadvantaged consumers
What are the social criticisms of marketing impact on society as a whole?
(BAD stuff)
- materialism and consumerism
- less social goods
-cultural pollution
What are the social criticisms of marketing impact on other businesses
-create barriers of entry
-acquisitions of competitors (monopolism)
- unfair competitive marketing practices (price gauging)
what is sustainable consumerism in marketing?
being well informed and protected against dishonest practices, and being influenced to purchase products that improve quality of life and preserve environment
what is environmental sustainability in marketing?
generating profits while helping to protect the environment
4 types of environmental sustainability practices for businesses (today greening and tomorrow beyond greening)
TG:
Pollution preventing
Product stewardship (minimizing environmental impact throughout PLC)
TBG:
New clean technology (bottom up product changes)
sustainability visions (framework and strategy for sustainability)
5 principles of sustainable marketing (Me,Cc,LTCV,Sm,DNH)
market with ethics
be consumer-centric
build long-term customer value
embrace a sense of mission
do no harm
What the goalof the “Do No Harm” sustainable marketing principle?
create desirable products for both the immediate customer satisfaction and long term benefit.
