Marketing Planning

Question 1

What is the purpose of the Udacity Marketing Framework?

Answer 1

It’s a standardized way to organize your marketing plan.

Question 2

“What” is the first part of the marketing framework. What does “what” refer to?

Answer 2

1. What are you selling?

Question 3

What does “Who” refer to in the digital marketing framework?

Answer 3

It refers to who you are marketing to.

Question 4

What does the “when” refer to in the digital marketing framework?

Answer 4

Your customer’s journey.

Question 5

The customer journey refers to when customers are ready to ___________________

Answer 5

receive your message.

Question 6

What does the “why” of the digital marketing framework refer to?

Answer 6

Why are you marketing. It refers to your marketing objective.

Question 7

What are examples of your marketing objective?

Answer 7

Increase sales, brand awareness, or mobile application installs.

Question 8

What does the “how” of the digital marketing framework refer to?

Answer 8

It refers to the message or content you choose to reach your customers.

Question 9

What does the “where” of the digital marketing framework refer to?

Answer 9

Where will you find your customers.

Question 10

What’s a marketing channel?

Answer 10

Online places where you market to customers. Search, display, Facebook.

Question 11

What are marketing tactics?

Answer 11

The combination of “when”, “how” and “where” = marketing tactics.

Question 12

Tactics are the ___________ you will take to accomplish your marketing plan.

Answer 12

Actions

Question 13

What’s the last part of the digital marketing framework?

Answer 13

Measure then manage.

Question 14

At which part of the framework to you set your marketing objective?

Answer 14

At the “why” am I marketing question.

Question 15

What’s a marketing objective?

Answer 15

It’s what you want to achieve with your efforts.

Question 16

Can you have more than one marketing objective?

Answer 16

Yes

Question 17

What are 5 typical marketing objectives?

Answer 17

1. increase sales. 2. generate leads. 3. drive or increase sales. 4. lead conversion. 5. increase customer loyalty.

Question 18

What are the characteristics of a good marketing objective?

Answer 18

1. specific 2. measurable 3. achievable 4. Relevant 5. Time phased. (SMART is the mnemonic).

Question 19

What are examples of a SMART marketing objective?

Answer 19

1. Acquire 50,000 new online customers for women apparel this financial year.
2. Raise brand awareness by driving 100,000 new unique visitors to the Website this month.

Question 20

What’s one of the first Google Ads set up questions?

Answer 20

Who are you targeting?

Question 21

What are Google Ads targeting options?

Answer 21

1. demographic target or based on the keywords users type into the search engine.

Question 22

What is demographic targeting?

Answer 22

potential customers who are likely to be within a particular age range, gender, parental status, or household income.

Question 23

What’s the purpose of a customer persona?

Answer 23

It’s a fictional character that fictionalizes and communicates the key characteristics of your target customer.

Question 24

What is the marketing journey?

Answer 24

An illustration of what a customer goes through to become an actual customer of your business.

Question 25

What’s the benefit of the marketing journey illustration?

Answer 25

It helps marketers decide when to talk to the customer.

Question 26

What are the 5 stages of the customer journey?

Answer 26

1. awareness. 2. Interest 3. Desire 4. Action 5. Post action.

Question 27

Google Ads offers different advertising channels. What are they?

Answer 27

1. Search results pages. 2. display ads 3. Video ads. 4. Mobile ads.

Question 28

The why of digital marketing refers to ______

Answer 28

Your marketing objective.