Midterm Study Flashcards
Social networking, blogs, RSS, podcasts, mobile editions, digital editions, etc. are examples of what?
Digital Distribution Channels
The creation and satisfaction of demand for a product or service.
Marketing - some people define it as “advertising,” but that does not cover the entire field of marketing
Utilizing the Internet and other digital channels to drive demand for products and services.
Digital Marketing
A set of ideas that outline how a product line or brand will achieve its objectives.
Strategy
A specific action or method that contributes to achieving a goal.
Tactic
Who said: the business enterprise has two - and only two - basic functions: marketing and innovation.
Peter Drucker, Management Theory Guru
What are the 5 Cs for strategy?
Customers, Competitors, Collaborators, Company, Context
Potential buyers with wants and needs that the company aims to fulfill with its offerings.
Customers
Organization or business unit providing certain goods or services.
Company
Organizations that offer products or services that aim to fulfill the same wants and needs of the same customers as the company’s offering.
Competitors
External business entities that work with the company to create value for customers.
Collaborators
Environment in which the company operates and its associated elements.
Context
Creating an identification moment in the customer’s mind.
Awareness
Informing the customer about your offerings and encouraging them to learn more.
Interest & Engagement
Where we convert a prospect into a customer.
Acquisition
Begin to differentiate between customer segments and market to them accordingly.
Customer Segmentation
Focus on convincing existing customers to purchase again.
Customer Retention
Satisfying customers to the point that they spread the word about our offerings.
Support & Advocacy
Discovery, consideration, and decision.
The Buyer Journey
What are The Four Ps?
Price, Product (or service), Placement (distribution), Promotion
What are Porter’s Five Forces?
Power of Customers, Threat of New Entrants, Power of Suppliers, Threat of Substitute Products, Competitive Rivalry within the Industry
Name the parts of the Digital Marketing Strategy Framework.
- Define Digital’s Mission
- Derive the Digital Strategy
- Derive the Interaction Strategy Across the Customer Lifecycle
- Measure and Improve ROI
What is PESTLE?
Used to identify a clear set of considerations or issues pertinent to the marketing strategy - Political, Economic, Social, Technological, Legal, Environment
Research, plan, and strategize. Use the opportunities of digital to meet communication, market, and product challenges. Plan assets and campaigns.
Think
Make beautiful assets, from websites and videos to banner adverts and applications.
Create
Use channels to drive traffic to those assets and build relationships with customers.
Engage
Use channels to offer consistent value and grow long term customer relationships.
Retain
Track and analyze to understand how assets and campaigns are performing. Derive insight to improve and test assets and campaigns.
Optimize
What is a SWOT analysis?
Strengths, Weaknesses, Opportunities, Threats - an ideal way to understand your business and your market
What is a key performance indicator (KPI)?
Metrics that are used to indicate whether tactics are performing well and meeting your objectives
What is SEO?
Search Engine Optimization - the practice of optimizing a website to rank higher on the search engine results pages for relevant search items
The idea that human attention is a scarce commodity (e.g., seeing attention as a limited resource).
Attention Economy
A visual representation of the customers’ flow from beginning to the end of the purchase experience, including their needs, wants, expectations, and overall experience.
Customer Experience Map
A detailed description of a fictional person to help a brand visualize a segment of its target market.
Customer Persona (e.g., The Vanca Woman)
A person who identifies as part of a world community and works toward building the values and practices of that community.
Global Citizen
A social group linked by a shared belief or interest.
Tribe
An item sold by a brand.
Product
A narrative that incorporates the feelings and facts created by your brand, intended to inspire an emotional reaction.
Story
External, often tangible, pressures, rewards, threats, or incentives that motivate us to take action even if we don’t necessarily want to.
Extrinsic Motivators (e.g., limited-time specials and discounts, scarcity, loyalty programs, free content, etc.)
Performing an action for an intangible benefit simply because they want to, or for the pleasure, fun, or happiness of it.
Intrinsic Motivators (e.g., love, enjoyment and fun, self-expression, personal values, etc.)
Our own personal prejudices and preferences, as well as common ways of thinking that are inherently flawed.
Cognitive Biases
Older data that gives information on how a brand performed in the past.
Lagging Indicators
A quantifiable measure used to track the performance of a campaign. The most important of these are called KPIs.
Metric
The process of breaking an overall audience or target market into smaller groups based on specific commonalities for more accurate targeting.
Segmentation
What is a SMART objective?
Specific, Measurable, Attainable, Relevant, and Time-Bound