Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Digital Marketing > Last 3 Lectures > Flashcards

Last 3 Lectures Flashcards

1
Q

What is Strategy?

A

Strategy summarizes how to achieve the objectives and guides all the subsequent detailed tactical decisions.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Is Strategy should exploit distinctive competitive advantage ?

A

Yes, Strategy should also exploit distinctive competitive advantage.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What is the importance of digital marketing strategy?

A

helps it all to fit together and avoids ad hoc tactical patchworks which usually, in the end, cause more complications.

establishing an integrated database between your web site and all other communications points.

moving into marketing automation

using new social media channels to connect with their target market.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is the importance of customer lifetime value in digital marketing strategy?

A

It encourages long-term strategic thinking and influences decision-making in strategy development.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What would Experimented strategist do ideally ?

A

thinking purely about how to achieve the objectives with the resources available (and in the context of competitor strategies – both existing and potential).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What happens after having several strategies options?

A

Having generated several strategic options, the best strategy is carefully chosen and this then eventually cascades down into the tactical details.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Is it important to plan the strategy around a life time customer?

A

yes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

How does the debate around digital complementing or replacing other forms of marketing affect strategy?

A

It guides the allocation of resources and decision-making on whether to enhance existing channels or prioritize digital ones.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what is the complementing and what is the replacing ?

A

Complementing: This means using digital marketing alongside traditional marketing methods. For example, a business might have ads in a newspaper (traditional) and also promote their products on social media (digital). Both methods work together to reach more customers.

Replacing: This is when a business decides to use digital marketing instead of traditional methods. For instance, a company might stop using billboards or TV ads and focus entirely on online ads, social media, and email campaigns.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the key factors to consider when replacing?

A

replacement is most likely to happen when:
1. Customer access to the Internet is high
2. The Internet can offer a better value proposition than other media (i.e. propensity to purchase online is high)
3. The product can be delivered over the Internet (it can be argued that this is not essential)
4. The product can be standardized (the user does not usually need to view to purchase).

  • If at least two of these conditions are met, there may be a replacement effect.
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Should we use all the TOPP SITE the key component of strategy ? and should it have the same order?

A

You do not have to use all nine key components in your digital marketing strategy. But do, at least, consider each of them.
doesn’t have to use the same order

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What are the key component of strategy TOPP SITE?

A

Target Markets
Objectives
Positioning
Processes
Partnership
Sequence
Integration
Tactical tools
Engagement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What does the ‘Target Markets’ component in TOPPP SITE involve in digital marketing?

A

It involves clear definition and understanding of ideal targets using various filters.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Explain the ‘Objectives’ component in TOPPP SITE for digital marketing.

A

Objectives summarize the goals the strategy should achieve, guiding the overall direction.

worth double checking that your strategy actually delivers the ‘big’ objectives (Mission and Vision) as well as the typical sales, market share and ROI KPIs (Key Performance Indicators).

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Describe the role of ‘Positioning’ in a digital marketing strategy.

A

Positioning defines how a brand wants to be perceived by its target customers, influencing brand propositions and customer experience.

The OVP and CX also influence the marketing mix (tactical decisions)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

How do ‘Processes’ contribute to digital marketing strategy?

A

Processes can involve new approaches like marketing automation or developing a Beta testing culture,

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Describe ‘Partnership’ in the TOPPP SITE framework.

A

Partnership includes forming strategic alliances and marketing marriages to simplify and enhance marketing efforts.

Are there potential partners out there whose customers would welcome your organization’s products or services?

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What does ‘Sequence’ refer to in the TOPPP SITE framework?

A

Sequence involves stages like developing credibility before raising visibility, then building awareness, brand preference, and seeking sales.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Define ‘Integration’ in the TOPPP SITE framework.

A

Integration refers to combining customer data from various sources
Layer it with external data from third party databases.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What is CRM?

A

CRM (Customer relationship management)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What are ‘Tactical Tools’ in the TOPPP SITE framework?

A

Tactical tools are major channels used in campaigns, like PPC, SEO, email, PR, and content marketing, chosen based on the brand and customer experience.

22
Q

Explain ‘Engagement’ in the TOPPP SITE framework.

A

Engagement ranges from encouraging reviews to co-creating ideas with customers, aligning with the brand’s level of desired customer interaction.

23
Q

What are tactics in digital marketing?

A

Tactics are the details of strategy, involving listing all e-tools in sequence or stages guided by the strategy.

24
Q

What is the difference between strategy and tactics in digital marketing?

A

Tactics are short term and flexible, developed after strategy, which is longer term and more enduring. Tactics don’t drive strategy.

25
Q

What are some effective tactical tools for generating awareness in digital marketing?

A

Advertising, PR, and sponsorship.

26
Q

What tactical tools are better for closing sales in digital marketing?

A

Relevant and timely email with sales promotions and AI sales/service bots offering similar promotions.

27
Q

What are the three criteria for choosing digital marketing tactics’ tools?

A

Credibility, Control, and Cost.

28
Q

What are the main tools of digital marketing tactics?

A

Search engine marketing
banner advertising,
native advertising
online PR
viral marketing
social media marketing,
content marketing.

29
Q

What is search engine marketing in digital marketing?

A

A channel for customer acquisition, involving brand visibility on search engine results pages.

30
Q

Why is search engine marketing important?

A

Businesses with visibility on the first page of search engine results gain more clicks than those on other pages.

31
Q

What are the two main techniques of search engine marketing?

A
  1. Search engine optimization, 2. Paid search marketing or Pay Per Click (PPC).
32
Q

What are the advantages of PPC over conventional advertising?

A

Advertisers only pay when the ad is clicked, and PPC advertising is highly targeted.

33
Q

What is the role of banner advertising in digital marketing?

A

Banner ads build awareness, shape attitudes, solicit responses, enable transactions, increase sales, and encourage retention.

34
Q

What are the types of banners in digital marketing?

A

Rich media ads and larger format rectangles and skyscrapers are more noticeable and effective for message association and awareness building.

35
Q

What is native advertising in digital marketing?

A

Online ad content that appears alongside natural content or editorial, blending seamlessly with the surrounding content.

36
Q

What is the role of online PR in digital marketing?

A

Leveraging the network effect of the Internet, shaping opinions, driving visitors, and improving search engine rankings through quality backlinks.

37
Q

What are the key areas of online PR?

A
  1. Search marketing (SEO)
  2. Brand engagement
  3. Buzz-building
  4. Defensive and crisis PR.
38
Q

What is viral marketing in digital marketing?

A

A marketing technique using compelling content to rapidly reach a large audience, similar to how a computer virus spreads.

39
Q

What are the requirements for viral marketing?

A
  1. Creative material
  2. Shared experience
  3. Seeding
  4. Promoting
  5. Tracking
40
Q

What is the importance of user-generated content in social media marketing?

A

Encourages interaction and creation of user-generated content (UGC), helping to achieve marketing objectives.

41
Q

What are the main types of social platforms for marketing?

A
  1. Social networks
  2. Social publishing and news
  3. Social commenting in blogs
  4. Social niche communities
  5. Social customer service
  6. Social knowledge
  7. Social streaming.
42
Q

What is the broader context of a social media strategy?

A

Includes customer engagement, communications strategy, and content strategy, focusing on engaging customers with content.

43
Q

What are the major content formats in content marketing?

A
  1. Video
  2. E-books and guides
  3. Podcast and audio
  4. Webinars
  5. Infographics
  6. Q&As and FAQs.
44
Q

What is the final step in creating a digital marketing plan?

A

Designing a digital campaign that suits the strategy and fulfills the plan’s objectives.

45
Q

How do you ensure excellent execution in digital marketing?

A

By having processes in place to help staff execute campaigns, using training programs, checklists, and managing each tactic as a mini project plan with specific steps and timescales.

46
Q

Why is detailed execution of tactics important in digital marketing strategy?

A

The best strategy can fail if it does not cascade into detailed tactics that are carefully executed. Good implementation requires well-planned use of resources.

47
Q

What are the key aspects of risk management and contingency planning in digital marketing?

A

Risk management includes brainstorming potential problems, assessing their impact and likelihood, creating contingency plans, continuous review during execution, and post-implementation reviews.

48
Q

What is the control process in digital marketing?

A

The control process involves building systems to track key performance indicators, measuring and reviewing performance, and adjusting tactics and strategies as needed.

49
Q

How do you implement the control process in digital marketing?

A

Determine what data to review daily, weekly, monthly, and quarterly, measure objectives listed in the plan, and monitor key metrics regularly to reduce risk and make necessary changes.

50
Q

What are the typical metrics used in digital marketing to control business performance?

A

Typical metrics include sales leads, awareness, attitude, ROI, and performance against detailed targets. Metrics should be compared across the industry and historically to identify trends.

51
Q

What is the purpose of corrective action in digital marketing?

A

Corrective action revises strategies and tactics to ensure objectives are met. It involves monitoring performance, concept testing, and using metrics to make informed decisions to boost results.

Digital Marketing (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions