Introduction to Digital Marketing

Question 1

What is the main research that all marketers use before even thinking about the campaign?

Answer 1

Audience Research

Question 2

Why is audience research conducted?

Answer 2

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.

Question 3

What are the 3 types of data you’ll want to gather when you conduct audience research?

Answer 3

1) Demographic
2) Psychographics
3) Behavioral

Question 4

What is demographic data?

Answer 4

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.

Question 5

What is Psychographic data? (Psychographics)

Answer 5

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.

Question 6

What is Behavioral data?

Answer 6

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.

Question 7

What is audience listening?

Answer 7

Audience listening is the process of monitoring what people are saying on digital media channels about your brand, your products, competitors.

Question 8

What are the main types of platform that marketers will use in the digital landscape to conduct audience research?

Answer 8

Social media
Marketing research companies
Survey providers
Behavior analytics platforms

Question 9

What are the benefits of competitive research?

Answer 9

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.

Question 10

What are the three insights that you want to look for when researching the competition?

Answer 10

Strategy
Target Audience
Message

Question 11

What are the platforms used in competitive research?

Answer 11

Social Media
Competitor Assets
Search
Content Analysis

Question 12

What is Industry trend research?

Answer 12

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.

Question 13

What are Porter’s 5 competitive forces?

Answer 13

• 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

Question 14

What are the benefits of conducting industry trend research?

Answer 14

• Keeping up with audience’s communication style and medium
• Identify market opportunities
• Plan next marketing effort

Question 15

What tools are used to track industry trends?

Answer 15

• Social media monitoring
• Market research reports
• Search analytics (Keywords)
• Academic research

Question 16

What is the Buyer’s Journey?

Answer 16

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.

Question 17

What are the 5 stages of the buyer’s journey?

Answer 17

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

Question 18

Describe the Awareness Stage of the buyer’s journey?

Answer 18

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.

Question 19

What should marketers focus on in the Awareness Stage of the buyer’s journey?

Answer 19

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.

Question 20

Describe the Interest Stage of the buyer’s journey?

Answer 20

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.

Question 21

What are some actions a user might do in the Interest Stage of the buyer’s journey?

Answer 21

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.

Question 22

Describe the Consideration Stage of the buyer’s journey?

Answer 22

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.

Question 23

What strategies should a marketer focus on for consumers in the Consideration Stage of the buyer’s journey?

Answer 23

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.

Question 24

Describe the Conversion Stage of the buyer’s journey?

Answer 24

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.

Question 25

What strategies should a marketer focus on for consumers in the Conversion Stage of the buyer’s journey?

Answer 25

To create a point of contact to drive the conversions. This is generally achieved with targeting and re-targeting, promotional offers, and creating a sense of urgency.

Question 26

Describe the Conversion Stage of the buyer’s journey?

Answer 26

The Retention stage is often overlooked, but it is a key stage for ensuring reoccurring revenue and creating a group of active brand advocates.

Question 27

What is 360 Marketing?

Answer 27

Using the full circle of marketing tactics is called a 360 or integrated marketing strategy, as it aims to engage consumers at all touchpoints throughout their day. The mainstream definition of a 360 marketing strategy is that it is a marketing plan that is both online and offline, across all digital channels, on social media, and anywhere that your customer spends time.

Question 28

What are the benefits of a 360 marketing campaign?

Answer 28

1) Covers entire buying cycle
2) Uses every point of contact
3) Optimizes for scale and relevance
4) Implements both traditional and digital marketing
5) Enables you to effectively measure results

Question 29

What are the primary components or channels of Digital marketing?

Answer 29

Content
Display & video advertising
Social Media marketing
Paid Search
SEO
Email marketing
Analytics

Question 30

What are some examples of Outbound marketing?

Answer 30

Social media marketing
Display and video advertising

Question 31

What are some examples of Inbound marketing?

Answer 31

Paid Search
SEO
Content marketing
Web analytic
Digital Strategy

Question 32

What are the 7 steps of the seven-step framework for managing projects?

Answer 32

Step 1: Identify the project or campaign
Step 2: Write a project brief
Step 3: Develop goals and objectives
Step 4: Get input from the team
Step 5: Map out timelines and tasks
Step 6: Start the project
Step 7: Finish the project

Question 33

What is outlined in a project brief?

Answer 33

• A project summary
• Some basic details
• The goal
• A process outline
• The people involved
• Required resources
• Deliverables
• A rough timeline

Question 34

What criteria should a goal meet based on the SMART goals framework?

Answer 34

1) Specific – The goal is tied to a specific number or well-
defined objective.
2) Measurable – Progress toward the goal can be quantified
with data.
3) Actionable – It can be done by you and your team, and is
realistic.
4) Relevant – The goal fits with your wider company objectives
and initiatives.
5) Time-bound – It’ll be attained within a set period of time.

Question 35

What are the Best practices to help you achieve your goals?

Answer 35

• Write down your goals.
• Dig into each goal, and list and specify the details.
• Tick off the individual specifics as you achieve them
• Make sure your goals are realistic.
• Begin with the end in mind.

Question 36

What is the Pareto Principle?

Answer 36

This principle suggests that only two out of ten items on a to-do list will be worth more than the other eight items grouped together. In other words, 20% of their tasks are as valuable as the other 80% combined.

The rule for this is: resist the temptation to clear up small things first.” If you start your day working on low-value tasks, you will soon develop the habit of always starting and working on low-value tasks. It’s better to complete the hardest, most important, task of your day first. Schedule your recurring tasks within the day.