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Digital Marketing > Lecture 4-5 > Flashcards

Lecture 4-5 Flashcards

1
Q

What is digital marketing planning?

A

Digital marketing planning involves marketing planning within the context of the online business environment.

integrating traditional marketing disciplines and planning techniques with new digital marketing communications techniques.

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2
Q

What are the benefits of planning in digital marketing?

A

1) It helps brands avoid constant fire-fighting and high costs.
2) It gives marketers control and reduces stress.
3) It provides direction and order, allowing teams to work in harmony.

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3
Q

What types of plans are involved in digital marketing?

A
  • There are general marketing plans to fulfill business objectives
  • digital marketing plans that integrate with traditional marketing
  • detailed campaign plans like social media campaigns.
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4
Q

What are the different timeframes for marketing plans?

A

short-term (90-day to one-year)
medium-term (two- to three-year)
long-term (three- to five-year) plans

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5
Q

How do short-term and long-term strategies differ in digital marketing?

A

Short-term strategies summarize how one-year objectives will be achieved
long-term strategies focus on achieving long-term objectives.
Strategy tends to have a longer-term perspective, whereas tactics are more flexible and short-term.

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6
Q

What does SOSTAC stand for in digital marketing planning?

A

Situation analysis
Objectives
Strategy
Tactics
Action
Control

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7
Q

Should Digital Marketing plans be reviewed and revised?

A

Yes, Digital marketing plans should be frequently reviewed and revised for continuous improvement, review the plan once a quarter.

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8
Q

What are the three key resources in digital marketing planning?

A

1) Men (and women) - human resources
2) Money - budgets
3) Minutes - timescales and time horizons for production, delivery, service, etc.

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9
Q

What elements are included in a situation analysis for digital marketing?

A

Situation analysis includes analyzing customers, competitors, partners, competencies, performance results, and market trends, considering both internal and external factors.

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10
Q

What are the three key questions in customer analysis for digital marketing?

A

‘Who’ is the ideal customer
‘Why’ do they buy
‘How’ do they buy

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11
Q

What is involved in competitor analysis in digital marketing?

A

Competitor analysis involves understanding competitors
offerings, strengths, weaknesses, and competitive advantages
including SWOT analysis and adapting to a hyper-competitive environment.

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12
Q

What is the role of partners and intermediaries in digital marketing?

A

play a crucial role in providing new routes to market and enhancing brand value.

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13
Q

What are types of Partners and intermediaries?

A

1.Intermediaries – such as price comparison sites.
2. Affiliates – your network of sites that promote your product
3. Influencers – your network of bloggers, tweeters
4. Marketing marriages/strategic alliances – with -> add value overlap – sharing databases or campaign costs
5. Syndication partners – partners who will share content online
6. Advertising partners – whose sites share ad space in the long term.

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14
Q

What is competencies analysis in digital marketing?

A

Competencies analysis evaluates internal strengths and weaknesses.
(customer databases - online customer care - website effectiveness - advertising strategies = mobile marketing)

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15
Q

What are some key performance indicators (KPIs) in digital marketing?

A

KPIs include unique visitors, conversion rates, session numbers, repeat visits, duration of site visits, popular pages or products, subscription rates, churn rates, and clickthrough rates.

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16
Q

How are market trends analyzed in digital marketing?

A

Market trends analysis involves ongoing environmental scanning to identify opportunities and threats from political, economic, social, and technological factors, as well as changes in customer behavior and competitor strategies.

17
Q

What are the PEST factors that control market trends?

A

Political – laws or regulations that affect your online marketing.
Economic – variables impact on all markets.
Social – the trends that shape future online behavior.
Technology – are you abreast with developments? Have you got an overview of the emerging technology?

18
Q

What is the purpose of objectives in a digital marketing plan?

A

Objectives in a digital marketing plan clarify where you are going

19
Q

What is the effective way of creating objectives?

A

SMART: Specific, Measurable, Achievable, Relevant, and Time-related.

20
Q

What is the KPI Pyramid in digital marketing?

A

Primarily Objectives :
(ROI) is at the top
sales
market share
customer acquisition/retention rates

Secondary objectives:
managerial reports, visitors, conversion rates, cost per lead, etc.

User Objectives:
operational analytics for the analytics team, including page views, bounce rate, cost per like, etc.

21
Q

What is the Sales Funnel/Tunnel ?

A

we turn the KPI pyramid upside down to make it into a funnel or sales funnel.

Visitors
Leads
Qualified Leads
Customers
Sales Results

22
Q

What are ‘The Big 4’ objectives in digital marketing?

A

The Big 4 objectives in digital marketing:
1- Revenue/Sales
2- Margin/Profit
3- Customer Satisfaction/Loyalty
4- Brand Value/Brand Awareness/Brand Preference

23
Q

What are the 5Ss objectives in digital marketing?

A

The 5Ss objectives in digital marketing are :
1- Sell
2- Serve
3- Speak
4- Save
5- Sizzle

24
Q

What are the objectives under the ‘Sell’ S in the 5Ss?

A

‘Sell’ objectives aim to grow sales

25
Q

What are the objectives under the ‘Serve’ S in the 5Ss?

A

‘Serve’ objectives focus on adding value through excellent customer service resolving complaints, providing self-service options, and implementing loyalty programs.

26
Q

What are the objectives under the ‘Speak’ S in the 5Ss?

A

‘Speak’ objectives aim to get closer to customers by engaging in dialogue, tracking, and responding to customer insights, with goals like increasing social media engagement and organic traffic.

27
Q

What are the objectives under the ‘Save’ S in the 5Ss?

A

‘Save’ objectives focus on reducing costs in services, sales transactions, and administration, such as decreasing marketing costs and negotiating better rates with suppliers.

28
Q

What is the RACE approach in digital marketing?

A

The RACE approach includes:
1- Reach (increasing brand awareness)
2- Act (encouraging interaction)
3- Convert (achieving sales)
4- Engage (creating long-term loyalty and advocacy)

29
Q

What are the objectives under the ‘Sizzle’ S in the 5Ss?

A

‘Sizzle’ objectives add unique online value, like creating viral marketing campaigns, developing unique brand experiences, and launching buzz-worthy new products or services.

30
Q

What does ‘Reach’ signify in the RACE approach?

A

Reach is about increasing brand awareness and encouraging visits to a website or social media presence.

31
Q

What does ‘Act’ signify in the RACE approach?

A

Act in the RACE approach means encouraging initial interaction with content to generate leads.

32
Q

What does ‘Convert’ signify in the RACE approach?

A

Convert is about achieving the ultimate conversion to sales, either online or offline.

33
Q

What does ‘Engage’ signify in the RACE approach?

A

Engage focuses on post-sales engagement to create long-term loyalty and advocacy, such as generating high customer engagement and positive reviews.

34
Q

How do marketing and MarComms objectives differ?

A

Marketing objectives focus on physical digital action like sales, market share, visits, and conversions.

MarComms objectives focus on states of mind like awareness levels, preference levels, intention to purchase, and satisfaction scores.

Digital Marketing (3 decks)

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