Introduction to Digital Marketing Flashcards
What is the main research that all marketers use before even thinking about the campaign?
Audience Research
Why is audience research conducted?
Audience research is designed to establish the size, composition, and characteristics of a group of individuals who are, or could be, potential customers. It’s important to note that this research is about the people and individuals who make up your target audience.
What are the 3 types of data you’ll want to gather when you conduct audience research?
1) Demographic
2) Psychographics
3) Behavioral
What is demographic data?
Demographics data are the hard facts about your audience. The socio-economic data in demographics include: gender, age, income level, occupation, marital status, location, number of children, education, religion, family size, ethnicity, nationality, social class, industry, number of computers, and generation.
What is Psychographic data? (Psychographics)
This is data that can uncover anything that your
audience might be interested in: their beliefs, life goals, or opinions. It’s about gaining a deep understanding of your audience’s aspirations. This can include: activities, interests, opinions, attitudes, values, lifestyle, and loyalty. It’s
about their lifestyle, their personality.
What is Behavioral data?
This is about how people use your product, or even how they navigate on your website, and how they use the different media that you want to use as your marketing channels.
What is audience listening?
Audience listening is the process of monitoring what people are saying on digital media channels about your brand, your products, competitors.
What are the main types of platform that marketers will use in the digital landscape to conduct audience research?
Social media
Marketing research companies
Survey providers
Behavior analytics platforms
What are the benefits of competitive research?
Competitive research provides insight into what the competition is doing in terms of marketing, what their message and positioning is, how well they are received, what part of the market they are targeting, and the success they are achieving online.
What are the three insights that you want to look for when researching the competition?
Strategy
Target Audience
Message
What are the platforms used in competitive research?
Social Media
Competitor Assets
Search
Content Analysis
What is Industry trend research?
Industry trend research involves monitoring changes and advancements that are taking place in and around an industry category in order to stay ahead of the competition.
Industry trend analysis enables a company to develop a competitive strategy that best defends against the competitive forces or influences them in its favor.
What are Porter’s 5 competitive forces?
- Customers - Bargaining power of suppliers
- Suppliers - Bargaining power of suppliers
- Substitutes - Availability of substitute products
- Barriers to entry - threat of new entrants
- Competitors - degree of competition among existing firms
What are the benefits of conducting industry trend research?
- Keeping up with audience’s communication style and medium
- Identify market opportunities
- Plan next marketing effort
What tools are used to track industry trends?
- Social media monitoring
- Market research reports
- Search analytics (Keywords)
- Academic research
What is the Buyer’s Journey?
The buyer’s journey is the process a consumer goes through before purchasing a product or service. This process can look different depending on the industry or product you are associated with, but generally has five main stages from awareness to retention, and it is commonly visualized as a funnel.
What are the 5 stages of the buyer’s journey?
1) Awareness: To communicate a benefit, and tell them about a
brand, product, event, or offer
2) Interest: To increase emotional engagement
3) Consideration: To bring your company to the forefront of the
choice
4) Conversion: To convert intent into action
5) Retention: To make the consumer feels special and increase
the chances of recommendations
Describe the Awareness Stage of the buyer’s journey?
The Awareness stage represents the moment when the consumer becomes aware of a problem they want to solve in their life and perceives your product ad as a potential solution.
What should marketers focus on in the Awareness Stage of the buyer’s journey?
In this stage, marketers should focus on creating visibility and recognition. This is a critical stage for new products, brands, or added benefits to an existing product. This stage will focus on getting your product out there, implementing it as part of a broader scope of existing solutions for an issue.
Describe the Interest Stage of the buyer’s journey?
The Interest stage represents the moment when the consumer is looking for options that will help solve their problem. At this stage, the consumer has a selection of ideas in mind but will need more information and experience to make a decision.
What are some actions a user might do in the Interest Stage of the buyer’s journey?
This is a quest for knowledge that, in the digital marketing landscape, translates into reading reviews, blog articles, social media, and ad product websites in order to gain as much information as possible.
Describe the Consideration Stage of the buyer’s journey?
The Consideration stage represents the moment when the consumer knows about your brand and thinks it might be a good fit for their needs or what they are trying to achieve. They may have other brands in mind, but your company is in the mix.
What strategies should a marketer focus on for consumers in the Consideration Stage of the buyer’s journey?
At this stage, inbound strategies are highly effective because, if correctly used, they ensure that the brand or product more frequently appears in the consumer’s search results and social media feeds.
Describe the Conversion Stage of the buyer’s journey?
The Conversion stage represents the moment when the consumer is ready to buy your product or take action on your site. The consumer has done their research and, based on their needs and motivations, has decided on a product as the best solution for their problem. At this stage, the consumer has not yet paid for the product or service.
