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Digital Essentials > The Digital Audit > Flashcards

The Digital Audit Flashcards

1
Q

What are the 7Ps of the Marketing Mix?

A
  1. Product
  2. Price
  3. Place
  4. Promotion
  5. People
  6. Physical Evidence
  7. Process
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2
Q

What’s important to think about when looking at the ‘Product’ section of the marketing mix within Digital Media?

A
  • What benefits does your product give your customer?
  • Can these benefits be delivered online?
  • What other benefits might your customers like? Can these be delivered online?
  • What is your business? Can this be delivered online?
  • Digital vs Tangible products?
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3
Q

What is included with Online Value Proposition (OVP)?

A
  • Reinforce Brand Values
  • Clearly summarise what you’re offering
  • Encapsulates the complete experience
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4
Q

What’s included when looking at the ‘Price’ section of the marketing mix within Digital Media?

A
  • New buying models require new pricing models
  • Subscriptions
  • Pay per view
  • Bundling
  • Ad-supported content
  • Leasing
  • Reverse auction
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5
Q

What’s included when looking at the ‘Place’ section of the marketing mix within Digital Media?

A
  • Purchase
  • Distribution
  • Consumption
  • Proximity Marketing
  • QR codes
  • Promotion
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6
Q

What’s included when looking at the ‘Promotion’ section of the marketing mix within Digital Media?

A
  • Promotional Mix
  • Integration
  • Creativity
  • Interaction
  • Globalisation
  • Resourcing
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7
Q

What’s included when looking at the ‘Promotion’ section of the marketing mix within Digital Media?

A
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8
Q

What’s included in digital marketing?

A
  1. Websites
  2. Online Ads
  3. Email
  4. Mobile apps
  5. Emerging platforms
  6. A dynamic dialogue with consumers/customers
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9
Q

What does SOSTAC stand for?

A 
S - Situation Analysis
O - Objectives
S - Strategy
T - Tactics
A - Actions
C - Control
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10
Q

What does C2C stand for?

A

Consumer to Consumer (eBay, Social Networks, Peer to Peer, Product Recommendations)

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11
Q

What does B2C stand for?

A

Business to Consumers (Transactional, Relationship Building, Brand Building, Media Owned)

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12
Q

What does C2B stand for?

A

Consumer to Business (Consumer feedback, Communities and Campaigns)

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13
Q

What does B2B stand for?

A

Business to Business (Transactional, Relationship Building, Media-Owned, B2B Marketplaces)

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14
Q

What are some types of online presence?

A
  1. E-commerce Site
  2. Relationship building or Lead-generation site
  3. Brand-building site (integrated with social media)
  4. Portal or media site
  5. Social Network/Community
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15
Q

Why should you avoid digital silos?

A
  • Shouldn’t be treated as a separate activity

- Integrates with and augments other marketing activity

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16
Q

What are some examples of digital experiences?

A
  1. Integrated Planning
  2. Content Marketing
  3. SEO/Organic Search
  4. Paid Search/Adwords
  5. Social Media Marketing
  6. Email Marketing/Marketing Automation
  7. Multi-Channel Analytics
17
Q

What are the Stages of the Customer Journey?

A
  1. Awareness
  2. Consideration
  3. Purchase
  4. Service
  5. Loyalty
  6. Advocacy
18
Q

What are the 5 Objectives for a Digital Audit?

A
  1. Grow Sales - SELL
  2. Add Value - SERVE
  3. Get closer to customers - SPEAK
  4. Save Costs - SAVE
  5. Extend the Brand Online - SIZZLE
19
Q

What are the 5 types of Digital Marketing Audits?

A
  1. Google Analytics
  2. Websites
  3. Technical
  4. HubSpot
  5. Sales and Marketing Alignment
20
Q

What’s included in a Google Analytics Audit?

A
  1. Conversion
  2. Clicks
  3. Views and Traffic
21
Q

What’s included in a Website Audit?

A
  1. Performance
  2. Content and SEO
  3. Conversion
22
Q

What’s included in a Technical Audit?

A
  1. Speed
  2. Responsive Design
  3. Mobile Rendering
23
Q

What’s included in a HubSpot Audit?

A
  1. Landing Pages
  2. Forms
  3. Workflows and Emails
24
Q

What’s included in a Sales and Marketing Alignment Audit?

A
  1. Definitions
  2. Goals
  3. Handoff Procedure

Digital Essentials (6 decks)

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