Topic 2

Question 1

Digital marketing objectives at the

Answer 1

bottom of the hierarchy

Question 2

Todays buying process

Answer 2

well informed active and powerfull customers
unstructured process and micro moments
channel and information explosion

Question 3

traditional marketing and inbound marketing difference

Answer 3

traditional is too pushy
inbound is calmer and inviting/magnetic

Question 4

customer journey

Answer 4

awareness
consideration
conversion
loyalty
advocacy

Question 5

inbound marketing definition

Answer 5

inbound marketing is an online marketing strategy focused on:
attracting ideal customers
relevant and helpful content, addressing their problems and needs
adding value in every stage of customer buying journey

Question 6

advantages of inbound marketing

Answer 6

potential customers find you instead of the other way around
you attract qualified prospects
you build trust and credibility for your business

Question 7

3 ingredients for successful inbound marketing

Answer 7

content: to get found by the right prospect customers, you must create content that speaks to them and answers their questions
context: look at the steps in customer journey, every step has a different approach
multichannel: your communication is multichannel in order to interact where and when the consumer chooses. a consumer touchpoint analysis will help you define the relevant touchpoints

Question 8

thought leadership?

Answer 8

inbound marketing technique
provide the best and deepest answers

Question 9

sales funnel

Answer 9

suspect
lead
buyer
customer
ambassador

Question 10

retargeting

Answer 10

through retargeting you bring back the visitor to your web page via personalised actions

Question 11

retargeting definition

Answer 11

aiming at people who have visited your website, looked at certain products in detail, placed items in the shopping cart or have bought items before.
making it personal

Question 12

Retargeting: how does it work?

Answer 12

Retargeting works through putting a code (tag) on your website. When someone browses your website, this tag will place a cookie in the user’s browser. A cookie is a small piece of data designed to ‘remember’ information about the user or the user’s browser activity.

Question 13

types of cookies: first party cookies

Answer 13

directly stored by the website or domain you visit. these cookies allow webste owners to collect analytic data, remember language settings, and perform other useful functions that provide a good user experience

Question 14

types of cookies: third party cookies

Answer 14

created by domains that are not the website that you are visiting. these are usually used for online advertising purposes and placed on a website through a script or tag. a third party cookie is accessible on any website that loads the third party servers code

Question 15

Fun fact Targeting with third party cookies

Answer 15

for privacy and security reasons third party cookies are partially banned. full blocking of third party cookies is predicted although not sooner than 2025. first and zero party data will be the future

Question 16

Key performance indicator KPI:

Answer 16

A measurable value to demonstrate how effectively a company is achieving key objectives. Organisations use KPIs at multiple levels to evaluate their success at reaching targets

Question 17

Metrics

Answer 17

You can measure if you obtain your KPIs. quantitative measurements of your data

Question 18

If goals are too vague

Answer 18

strategy is not clear and your strategy is open to criticism from other departments

Question 19

example of smart formulation of KPI or metric

Answer 19

Digital objective: increase traffic on the organiser product ikea page by 30% by 31/12/24
digital KPI: 30000 unique visitors on the organiser product ikea page by 31/12/24
Metrics: unique visitors

Question 20

Smart

Answer 20

specific
measurable
achievable
relevant
timebound

Question 21

estimate KPIs:

Answer 21

Look at benchmarks in your sector or type of advertising
Look at data history in google analytics, facebook business manager etc

Question 22

4 categories of metrics

Answer 22

reach
relevance/return
impact
budget performance

Question 23

reach (metrics)

Answer 23

the size of the audience youve reached
ad impression: the number of times the ad is served or shown online
unique visitors: number of people who visit a website
visits: number of visits to a website
page impressions or page views
unique viewers: number of unique viewers who came to watch your videos over a given time period
views: show you the number of times people watched or engaged with your video ad

Question 24

relevance/return

Answer 24

refers to the demographics, interests, devices used, purchase behaviour and so on, of your reach and how these align with your target audience
the reach numbers do not mean anything if they did not reach the right audiences and did not lead to sales

Question 25

impact

Answer 25

the number of reactions to your content is the proof of the impact of your message
online advertising
email
social media
bogwebsites

Question 26

vanity metrics

Answer 26

look impressive but lack substance and context

Question 27

actionable metrics

Answer 27

used to make data driven decisions about budget and optimisation

Question 28

google analytics: measuring metrics

Answer 28

google analytics is a web analytics service offered by google that tracks and resorts website traffic.

Question 29

impact metrics: Clicks

Answer 29

Amount of clicks

Question 30

Click through rate

Answer 30

the average number of click throughs per hundred ad impressions, expressed as a percentage

Question 31

micro conversions

Answer 31

non sales related conversions like completing a form, requesting a demo, these lead to your most wanted macro conversion

Question 32

macro conversions

Answer 32

orders, sales

Question 33

conversion rate (percentages)

Answer 33

the number of conversions, dividing by the number of total clicks or website visits that logged a conversion during any given time frame, multiplied by 100

Question 34

conversion rate optimization

Answer 34

the process of increasing the % of the conversion

Question 35

E commerce conversion rate

Answer 35

refers to the percentage of visitors who make a purchase

Question 36

engagement rate

Answer 36

total engagement / total followers x 100%

Question 37

total engagement

Answer 37

the sum of all interactions

Question 37

bounce rate

Answer 37

the percentage of user sessions that do not take some action to show they are engaged / big issue

Question 38

CPC

Answer 38

cost per click

Question 39

CPM

Answer 39

cost per mille

Question 40

CPA

Answer 40

cost per acquisition

Question 41

CPD

Answer 41

cost per day

Question 42

CPL

Answer 42

cost per lead

Question 43

Customer acquisition CAC

Answer 43

the total cost spent on acquiring a new customer divided by the number of new customer gained.