Topic 3 - CM2, Development Deployment & Seeding

Question 1

Describe the Binet field model and why it’s relevant to digital marketers

Answer 1

Sales Activation = Short term sales uplift
- Exploits mental brand equity
- Tightly Targeted

Brand Building = Long term sales growth
- Creates mental brand equity
- Broad Reach

Question 2

Describe the Google Messy Middle Model

Answer 2

Goal: Explain and predict consumer decision making challenges the classic consumer decision model

Now that there are so many options available to us, consumers switch between exploration and evaluation when they are online. (rational vs irrational decisions made)

Question 3

What are the 8 Biases that influence purchase decisions?

Answer 3

CHAPSFAPS

1. Category Heuristics
   Shortcuts that help people make decisions
2. Hearding effects
   Humans believe that there are knowledge in the crowd
   (Why Asians always join queues!!!)
3. Authority Bias
   Tendency to alter opinions or behaviours to match those of an authority
4. Power of Now
   People tend to want things NOW rather than later.
   (The idea of getting something now and satisfying needs instantly)
5. Scarcity Bias
   Time restrictions = FOMO Access Limited = Exclusivity makes people feel special
6. Framing
   Different ways of framing information (positive/negative)
7. Anchoring
   What consumers see before and after purchasing an item matters
8. Power of FREE
   When ‘free’ is used on products it’s perceived value is higher
9. Social Proof
   Showing evidence that other shoppers have had a positive experience with your brand perceived purchase risk and increases trust (Reviews, testimonials, comments, claims “the popular choice”)

Question 4

Discuss the advantages of vertical video and the best practices for it

Answer 4

Advantages
- Natural orientation for mobile phones
- Works better for social media
- Greater completion rate – users watch more footage on avg when vertical

Best Practices
- Design for sound off
- Text overlays
- Use logos and branded product shots creatively
- Use chunking

Question 5

Discuss how to analyse influencers and the 6 types of marketing campaigns they are effective for

Answer 5

Analyse Influencers (3Rs)
- Reach – How big is their following
- Relevance – How closely aligned to your brand are they (and their followers)
- Resonance – How engaged is their audience

Types of influencer marketing campaign
1. Sponsored Content
2. Reviews (unboxing videos Influencer has never seen or used the product before )
3. Competitions and giveaways
4. Hybrid product and content collaborations
5. Long-term brand ambassadors
6. Takeovers

Question 6

Discuss the role of podcasts in digital marketing by listing the types of advertising and strategic advantages of it

Answer 6

2 Main types of advertising

• Baked in: the advertising message is part of the podcast content
• Dynamically inserted as (DAI): Prerecorded and paced in by an ad-server

Advantages of advertising through podcasts

• Growth (Audience and brand equity)
• Loyalty and highly engaged listeners
• Builds Trusts
• Low cost and minimal production time
• Advertising on podcasts feels less intrusive