lesson 6 Flashcards
What is the importance of a Digital Marketing and E-Commerce plan?
Sets measurable goals, inspires with shared goals, ensures goals are actionable, aligns channels and content, prioritizes time and effort, allows optimization of the strategy
A digital marketing plan enables management to gauge success and determine necessary improvements.
What are the key components of a Digital Marketing and E-Commerce plan?
Clear campaign objectives, strategies, and a calendar schedule
These components help drive effective digital traffic and conversion to E-Commerce platforms.
Define the objectives of a Digital Marketing Campaign.
Campaign objectives outline the intentions of the marketing team, provide direction for team members, and offer information for executives to review
Each campaign should align with digital marketing objectives relevant to the target market.
What are the types of campaign objectives?
- Increase Online Visibility
- Increase Targeted Traffic
- Increase Sales
- Retain Existing Customers
- Become a Resource Authority
Each objective serves a specific function in enhancing a brand’s presence and customer engagement.
What does SMART stand for in SMART goals?
Specific, Measurable, Achievable, Relevant, Timely
SMART goals provide clear criteria for setting targets and measuring progress.
Fill in the blank: A _______ goal must have criteria for measuring progress.
SMART
What is the purpose of setting SMART goals?
To provide direction, motivation, clear focus, and clarify importance
SMART goals increase the chances of achieving set objectives.
Explain the role of campaign strategies in a digital marketing campaign.
Campaign strategies are the most effective methods to achieve defined campaign objectives, with each strategy having a SMART goal attached
Strategies should align with the overall campaign goals.
True or False: Digital marketing activities should work in silos.
False
Integrated digital strategies are more effective in communication and save money.
What does it mean to prioritize time and effort in a digital marketing plan?
To focus on important marketing functions within a realistic timeline
This helps the team achieve the company’s goals effectively.
What is the significance of aligning channels and content in digital marketing?
To achieve an integrated digital strategy that enhances communication and effectiveness
Working together saves resources and maximizes impact.
What should a digital marketing campaign calendar indicate?
All the digital marketing activities required to achieve the objectives
A clear schedule ensures timely execution of campaign strategies.
Describe the importance of measurable goals in a digital marketing plan.
Measurable goals create tangible targets for teams to work towards and allow management to gauge success
This facilitates informed decision-making for future marketing strategies.
Fill in the blank: A digital marketing campaign is a series of digital marketing activities across multiple digital channels that share similar _______.
objectives and goals
What is the outcome of a well-defined campaign objective?
It provides direction for team members and information for executives to support the campaign
This alignment ensures all marketing efforts are focused on achieving the same goals.
What is the SMART goal for retaining existing customers?
Achieve 80% response rate to Facebook feedback and enquiry within 48 hours by 31 December 2022.
SMART stands for Specific, Measurable, Achievable, Relevant, Timely.
Define ‘Specific’ in the context of SMART goals.
Defines the specific action required on a specific social media channel.
What does ‘Measurable’ refer to in SMART goals?
80% response rate.
Explain ‘Achievable’ in SMART goals.
A 48-hour timeframe to reply to a customer response is not overly ambitious.
What does ‘Relevant’ mean in SMART goals?
This is a social media management task that is relevant to the digital marketing objective.
What is the meaning of ‘Timely’ in SMART goals?
End of December is the deadline.
What is the campaign objective for increasing online visibility?
Better online presence often means establishing your website and owned social media pages while using paid media to get good exposure.
List examples of online campaign strategies for increasing online visibility.
- Build a website with quality content (owned)
- Improve quality of content across multiple social media platforms (owned)
- Reach out to more audiences by partnering with publications to create sponsored content (paid)
What campaign objective focuses on increasing targeted traffic?
Attain the best leads by identifying the appropriate channels to focus on, search engine visibility, and the right content to attract these leads.
List examples of online campaign strategies for increasing targeted traffic.
- Targeted exposure of paid banner ads to high potential leads (paid)
- Improve SEO positioning for important search terms (owned)
- Link social media content to your website’s E-Commerce product pages (owned)
What is the campaign objective for increasing sales?
Gain revenue by leading customers to purchase with strong differentiators, assurances, and promotions.
List examples of online campaign strategies for increasing sales.
- Showcase competitive advantage with content focusing on unique product features (owned/earned/paid)
- Increase positive reviews from previous customers (earned)
- Provide discounts to prospects that have abandoned their carts (owned)
What is the campaign objective for retaining existing customers?
Focus on existing customers by encouraging repeat purchase, ensuring a continued relationship with the brand, and addressing dissatisfied customers.
List examples of online campaign strategies for retaining existing customers.
- Encourage previous customers who have not been active to buy again (owned)
- Reconnect with previous customers by encouraging them to follow our brand on social media (owned)
- Manage negative comments on owned social media channels (owned)
What is the campaign objective to become a resource authority?
Establish your brand as thought leaders in your industry by being top in search engines, strong with earned media, and regularly creating valuable content.
List examples of online campaign strategies for becoming a resource authority.
- Establish inbound links from other websites to our website (earned)
- Attain earned media by encouraging previous customers to share positive reviews (earned)
- Develop consistent blog content with expert opinions on relevant topics (owned)
What is a Digital Marketing Campaign Calendar?
A tool to help you plan and schedule all your digital content in advance.
What are key benefits of a Digital Marketing Campaign Calendar?
- Keeps the team on track
- Helps plan content in advance
- Ensures timely delivery of work
- Visualizes content strategy over time and across platforms
What are the six steps in developing a Campaign Calendar?
- Mark down the goal deadlines
- Mark down the key dates and occasions
- Mark down all channel’s content release
- Sort out the one-shot content
- Sort out the series of content
- Mark down the internal timeline
What is the first step in developing a Digital Marketing Campaign Calendar?
Mark down the date where the campaign ends.
What should be included in a content calendar?
- Key business dates such as holidays
- Events
- Launches
- Local, national, and international dates
True or False: A content calendar helps marketers make last-minute decisions.
False
Fill in the blank: A campaign calendar allows for proper _______ and ample time for research, creation, and execution.
[preparation]
What should be completed by the campaign deadline?
All campaign strategies and activities
Ensure that the campaign deadline aligns with the deadlines within your SMART Goals.
What is the second step in developing a Digital Marketing Campaign Calendar?
Mark down all the important occasions and key dates
This includes relevant festive occasions and important marketing dates.
Name three examples of relevant festive occasions worth celebrating.
- Christmas
- Hari Raya
- Deepavali
Other examples include Valentine’s Day and Mother’s Day.
What types of dates should be marked down for company marketing activities?
- New product launch date
- New retail store opening
- Company anniversary
- Store closure/renovations
What are content release dates?
Dates when owned, earned, and paid content is made available across channels
Include specific indications of the media channels used in the campaign.
Define one-shot content.
Content that appears once or for one specific period of time only.
What should be considered when scheduling one-shot content?
The impact on your business.
For example, a brand may focus on improving sales during New Year’s Eve.
What is a series of content?
Content that appears regularly, such as daily, weekly, or monthly.
What is the goal of a scheduled series of content?
To provide continuous exposure for the brand and engage followers.
What is included in the internal timeline?
The time employees have to develop content ahead of its release date.
What does the internal timeline allow the marketing team to do?
Work backwards from the content’s release date.
List some additional information that may be included on a marketing calendar.
- Title
- Headline or caption
- Time to post
- Format of content
- Platform to post
- Special instructions
Fill in the blank: The campaign objectives should be defined before determining the appropriate _______.
[campaign strategies]
What are the types of campaign objectives?
SMART Goal Statement for Campaign Strategies.
Why is a campaign calendar important?
It helps in organizing and planning marketing activities effectively.
