Module 10- Digital Marketing Strategy Flashcards
Digital marketers who apply modern marketing techniques in a strategic way can help to gain a competitive advantage for their businesses.
Which statements best describe the scope of contemporary marketing?
Choose THREE options.
Is integrated across offline and online platforms
Focuses on retaining existing customers
Allows companies to plan for the long term
Allows companies to make quick short-term gains
Aims to match competitors’ offerings
Is integrated across offline and online platforms
Focuses on retaining existing customers
Allows companies to plan for the long term
An effective digital marketing strategy contains six core components.
Match each digital strategy component to the appropriate description.
Drag each option to the relevant target.
The digital platforms that a marketer uses to meet their goals
The customers, prospects, or segments that a digital strategy targets
The desired goals and outcomes of a digital strategy
A guideline that outlines a campaign’s paid activity
The individual executions that accompany each marketing strategy
Objectives
Audience strategy
Channel strategy
Media strategy
Tactics
The digital platforms that a marketer uses to meet their goals
- Channel strategy
The customers, prospects, or segments that a digital strategy targets
-Audience strategy
The desired goals and outcomes of a digital strategy
-Objectives
A guideline that outlines a campaign’s paid activity
-Media strategy
The individual executions that accompany each marketing strategy
-Tactics
A digital strategy provides a framework that enables marketers to deliver on their digital marketing objectives.
What are the key outputs required in the early stages of a digital strategy?
Select THREE options.
To update company branding and messaging
To establish current activity, expectations, and resources
To establish requirements, budgets, and ownership
To establish the foundations of your strategy
To get feedback from stakeholders and customers
To establish current activity, expectations, and resources
To establish requirements, budgets, and ownership
To establish the foundations of your strategy
Every digital plan should have an overarching strategy.
What is the purpose of an overarching strategy when developing a digital plan?
Choose ONE option.
It makes it easier to track milestones and deadlines
It explains in simple terms why the team uses certain digital channels
It helps people understand the main objective of a digital plan
It lists all tasks associated with the digital plan on one page
It helps people understand the main objective of a digital plan
It’s important that digital marketers understand the difference between digital marketing and digital media.
Match each description to the correct term.
- Digital marketing 2. Digital media
Online activities that deliver on commercial objectives
Online activities that engage with consumers on digital platforms
Medium through which digital content is distributed
Digital channels that deliver messages to an audience
- Digital marketing
Online activities that deliver on commercial objectives
Online activities that engage with consumers on digital platforms - Digital media
Medium through which digital content is distributed
Digital channels that deliver messages to an audience
Marketers should ensure they have the resources they need to implement their digital strategies.
What are the core elements in a resource map developed to support a digital strategy?
Select THREE options.
Metrics
People
Content
Timelines
Budget
People
Timelines
Budget
To implement a digital marketing strategy successfully, marketers require a realistic budget.
What are the key factors to consider when developing an effective budget plan for a digital strategy?
Choose FOUR options.
Responses
Ad spend allocation
Reach and value of audience
Customer engagement
Under-investing
Objectives
Dayparting
Ad spend allocation
Reach and value of audience
Under-investing
Objectives
Question
Digital marketers can use various metrics to measure and track the performance of their campaigns across all channels.
What metrics are typically used to measure the return on investment (ROI) of digital marketing activities?
Choose TWO options.
Responses
Revenue per lead
Bounce rate
Average sale value
Quality score
Revenue per lead
Average sale value
Marketers conduct research to uncover valuable insights about the performance of their campaigns.
What key research activities can help to guide the development of a digital marketing strategy?
Choose FOUR options.
Audience research
Social listening
Keyword research
Digital auditing
Content auditing
Applied research
Audience research
Social listening
Keyword research
Digital auditing
To get accurate results, it’s important for marketers to conduct strong research using reliable sources and to disregard potentially misleading or incorrect information.
Match each characteristic to the appropriate type of research.
Choose the correct category for each option.
- Strong research 2. Weak research
Significant sample size
current information
old data
small sample size
missing sources
relevant, credible sources
- Strong research
Significant sample size
current information
relevant, credible sources - Weak research
old data
small sample size
missing sources
Most organizations engage in owned research, desk research, or a combination of both. To gather the most valuable insights, it’s important that marketers can distinguish between them and use the right type at the right time.
Match each description to the correct research type.
Choose the correct category for each option.
- Owned research 2. Desk research
A business has easy access to it
Is often carried out by large research bodies and distributed online
Free and paid-for research sources are available
Generates the most accurate insights relating to a business
- Owned research
A business has easy access to it
Generates the most accurate insights relating to a business - Desk research
Is often carried out by large research bodies and distributed online
Free and paid-for research sources are available
A digital audit can help marketers assess the performance and value of their digital marketing activities.
What factors should marketers analyze when conducting a digital audit?
Choose FOUR options.
Access and login details
Online sentiment
Net promoter score
Campaign activity history
Social media and other channels
Existing resources
Access and login details
Campaign activity history
Social media and other channels
Existing resources
Audience research involves developing specific insights into a target audience. One way of doing this is by creating audience personas.
What key insights should marketers document when creating audience personas?
Choose FOUR options.
Responses
Motivations and interests
Market trends
Content preferences
Age and gender
Device usage
Audience reach
Motivations and interests
Content preferences
Age and gender
Device usage
When conducting research, marketers can leverage audience data from multiple sources.
What are the key sources of audience data?
Choose FOUR options.
Responses
Automation tools
Social media channels
CRM systems
Campaign budgets
Website analytics
Brand interactions
Social media channels
CRM systems
Website analytics
Brand interactions
Social listening is a great way of finding out what customers and prospects are saying about a brand or business on social channels.
To implement a simple social listening study, what actions should a marketer take?
Choose FOUR options.
Identify trends and establish insight
Install a web analytics tool
Check for additional keywords that consumers use
Identify common keywords
Optimize content for SEO
Use social search
Identify trends and establish insight
Check for additional keywords that consumers use
Identify common keywords
Use social search
