Digital vs Traditional Marketing
What is one key difference between digital and traditional marketing?
Digital is interactive, data-driven, and measurable; traditional is one-way, offline, and less targeted.
Name one macro environment factor in digital marketing.
PESTLE
What does the 1st "S" in SOSTAC stand for?
Situation Analysis?
What does RACE stand for?
Reach, Act, Convert, Engage
Name one digital marketing tool used for email automation.
Mailchimp or HubSpot
Name a traditional marketing channel and its digital equivalent.
newspaper vs. social media/news apps
Name one micro environment factor that affects digital strategy.
customers, competitors, or suppliers, company, intermediaries, public
Give one question that should be answered in the "Objectives" stage.
What do we want to achieve?
What is one activity you can do in the "Reach" stage?
SEO, social ads, display ads, or influencer seeding
What is Google Analytics used for?
tracking website traffic and user behavior
Give one benefit of digital marketing for small businesses.
cost-effectiveness or audience targeting
Digital marketing allows small businesses to reach niche audiences with lower cost through targeted ads.
How do social trends (e.g., short-form video) influence digital marketing?
shaping content format and platform strategy
Social trends like short-form video lead to platform and content format adaptation.
Which stage involves choosing digital tools and tactics like social media ads?
Tactics
Define Earned media with one example.
media you don't pay for, like user reviews or shares
Name one social media management tool.
Hootsuite, Buffer, or Meta Business Suite
Which type of marketing allows better personalization: digital or traditional? Why?
digital marketing, because of data tracking and segmentation
Digital marketing enables personalization using user data, unlike traditional.
Explain how Google algorithm changes can impact your digital plan.
affecting SEO visibility and content ranking
Search algorithm changes impact website visibility and SEO strategy.
Suggest one activity under "Action" in a digital campaign.
content calendar, staff assignment, or influencer contract, or assign tasks, e.g., marketing team posts IG 3x/week.
How can POE media be used in the Convert stage of the RACE model?
The Convert stage aims to turn leads or prospects into customers through actions like purchases, sign-ups, or subscriptions.
Paid: Drives targeted traffic to high-converting pages. Eg: Retargeting ads on Facebook or Google that bring back cart abandoners.
Owned: Provides optimized, persuasive content that encourages action. Eg. A well-designed landing page with product benefits and call-to-action.
Earned: Builds trust and social proof, influencing final decision. Eg. Customer testimonials, user-generated reviews, influencer product demos
Give one challenge of using Facebook Ads and a solution.
ad cluttering → refresh creatives regularly
Explain how customer journey mapping differs between traditional and digital marketing.
Customer journey mapping is the process of visualizing the steps a customer takes from awareness to purchase and beyond. It helps marketers understand how users interact with a brand across multiple touchpoints.
Digital journey is measurable across multiple touchpoints; traditional is linear and lacks data insights.
Data tracking, feedback loops, personalization, measurement.
Provide one digital opportunity and one threat a fashion brand may face online.
Opportunity: Use TikTok for reach; Threat: platform changes or online backlash.
How do "Control" activities ensure campaign success? Give an example.
tracking KPIs such as CTR or conversion rate using Google Analytics.
Give an example of how a real brand uses both RACE and POE together.
Nike effectively applied the RACE model in its “You Can’t Stop Us” campaign by using Paid media (YouTube and Instagram ads) to Reach a global audience. It then encouraged users to Act by engaging with immersive content on its Owned platforms like the website and app. Conversions were driven through personalized promotions and exclusive drops. Finally, Nike fostered long-term Engagement by leveraging Earned media such as viral shares, fan tributes, and influencer reposts. This integrated use of RACE and POE strengthened customer relationships and brand advocacy.
Compare two digital tools and their impact on customer engagement.
comparing TikTok (video engagement) and Email (personal follow-up)
Each tool enhances engagement: Email builds loyalty, Analytics boosts targeting and personalization.