Strategy Fundamentals
What is the main purpose of a digital marketing strategy?
To deliver on a company’s commercial objectives
What is an overarching strategy?
A single sentence that tells the objective and how to achieve it
What are digital resources in marketing?
Tools and platforms used to execute digital marketing strategies
What is digital media?
Media transmission methods and devices for distributing digital messages
What are online activities in digital marketing?
Actions aimed at engaging consumers online
What are the two types of channels used in digital marketing?
Free and paid channels
Why is an overarching strategy valuable?
It provides clarity and direction for the digital marketing strategy
Name a commonly used digital resource for marketing campaigns.
Google Analytics, social media platforms
Name three digital media channels.
Google, Facebook, Twitter (X)
Give an example of an online activity.
Social media posting, email marketing
Define "online activities" in the context of digital marketing.
Activities that engage consumers online to achieve commercial objectives
What are the key components of an overarching strategy?
Objective and method of achievement
What role do digital resources play in digital marketing?
They help in planning, executing, and analyzing marketing activities
How is digital media different from traditional media?
Digital media is online and interactive, traditional media is offline and one-way
How do online activities support commercial objectives?
By driving engagement, leads, and sales
Give an example of a creative format used in digital marketing.
Digital videos, articles, images
How does an overarching strategy differ from individual campaign strategies?
It is a high-level guide, while campaign strategies are more specific
How can digital resources improve marketing efficiency?
By automating tasks, providing insights, and optimizing campaigns
What types of content can be distributed through digital media?
Digital audio, videos, articles, images
What is the difference between organic and paid online activities?
Organic activities are free, while paid activities involve advertising spend
What is a high-level simple strategy that guides the entire digital marketing plan called?
Overarching Strategy
Give an example of an overarching strategy statement.
Increase brand awareness by 20% through social media engagement and content marketing within six months
What is an example of a digital resource that tracks website performance?
Google Analytics
Why is digital media important for marketers?
It allows targeted and measurable engagement with the audience
Name a key metric for measuring the success of online activities.
Engagement rate, click-through rate