Topic 3: Digital Marketing

Question 1

Offline Advertising

Answer 1

Created better brand awareness than online. variety of different channels. Users cant hide from it or scroll past.

Question 2

Online Advertising

Answer 2

Easier to measure and target specific groups. Provides growth opportunities by getting new customers and retaining them. Customers make important decisions about brands while researching online. Can imbed advertising in more natural content.

Question 3

Outbound Marketing

Answer 3

Content crafted to specific target groups. Ads are put in front of the customer. Strategy: research possible target markets, choose target market, design ads for that market. Attracts a more narrow set of customers

Question 4

Inbound Marketing

Answer 4

Customers connect with the company, content created to draw in. Strategy: create traffic with effective content, put content in places were people will find it, engage customers to keep them interested, analyze and qualify the prospects. Can build longer term relationships, tailored approach focusing on what customers want. Attracts diverse set of customers.

Question 5

Social Media in Marketing

Answer 5

Companies find ways of inserting themselves into customer conversations. Has created an era of super transparency (posting, reviews), companies must treat every customer interaction like a marketing experience.

Question 6

Viral Wave

Answer 6

create content that has genuine appeal to customers, risk of losing their attention. Put something out there and let social media carry it for free. Risk media turning it in a wrong direction.

Question 7

Case: United Airlines

Answer 7

Broke a guitar, went viral. They didn’t handle it very well, but acknowledged the mistakes and worked on fixing them in the future. Should have used the publicity a little better and maybe make fun of themselves.

Question 8

BBVA Compass

Answer 8

US bank, spent 21% of advertising budget on online, but only 5% of new customers came through that. Use the data to decide which online ads work best, but keep them because of the customers they attract. They match where the business was going better.

Question 9

Accor Hotels

Answer 9

New technology changes the way people interact with hotels (booking websites, reviews). Omnichannel approach to customer engagement. Drive customers to book on their website. Content creation is vital, educate customers.