Chapters 1 & 3
What are the 4 Ps of marketing?
•Product
•Price
•Place
•Promotion
What are two Types and formats of display advertising
•In-page banner ads – these come in a variety of sizes to fit different screen sizes and resolutions. They are animated and can be customized to individuals.
•In-page rich media – ads which have much more functionality than banner ads.
What are the Five Ts of email marketing?
1.Targeting – are you reaching the right people?
2.Timing – are you reaching them at the right time of week?
3.Template – is the design optimized?
4.Testing – are you reviewing data and learning from it?
5.Tone – is the content compelling?
1.Personalization
2.Segmentation and profiling
3.Content
4.Insight
5.Customer service
What is a net promoter score of 6?
Detractor
What are Porter's five forces
Can be drawn or written.
•Horizontal competition: 1) The threat of substitute products or services, 2) The threat of established rivals, 3) The threat of new entrants.
•Vertical competition: 4) The bargaining power of suppliers, 5) The bargaining power of customers.
What is ONE type of a display campaign?
One of these three:
•Awareness – delivering brand messages and less accountable for sales. Rich media and video are common formats.
•Direct response prospecting – used to find users for a particular product or service.
•Retargeting – this can be used to increase conversion rates from existing visitors. It works across the whole internet, not just within search engine results.
What are the Measurements for leads?
•Key metrics include lead:
1)Quality – aligned with target market?
2)Timeliness – at the right point in the buying cycle?
3)Cost per lead and per converted lead.
•Frequency – how often do you contact customers? This depends on what you have to say to them.
•Timeliness – are you talking to the customer at the right time? How do you know when this is? Understanding customer behaviour is important here.
•Accuracy – is your customer data accurate?
•Relevancy – does your message resonate and are you offering value?
•Personalization and channel – suited to the client’s preferences.
Types of messaging
•Onboarding – welcoming a new customer and setting expectations.
•Warm-up emails – these could be ‘how-to’ guides, previews or teaser campaigns.
•Follow-up – these are common in B2B strategies.
•Surprise and delight – these messages have no sales message or data capture. They add customer value (e.g. birthday discounts) and increase word-of-mouth promotion and brand positivity.
•Reward – these messages reward customers with, for example, discounts if they spend a certain amount.
•Win-back – e.g. special offers or discounts to get leaving customers to stay.
What is the purpose of the Brand or perceptual positioning map?
•It helps to focus on brand perception and competitors.
How many checklist items are on the "Checklist to prepare social strategy"?
TEN!
Name TWO sources of lead generation
Website
Paid Search
Social Media
Sign up
Cold Calling
Name TWO differences between B2B and B2C CRM
•Scale – B2C companies will have larger and more complex programmes to manage larger numbers of customers.
•Frequency – B2C touchpoints are often short single touches whereas B2B relationships are often developed over a longer period of time.
•Interaction – B2B relationships are often one-on-one and so personalities play more of a role, whereas B2C customers have a relationship with a brand rather than an individual.
•Goals – B2C is often about increasing sales, whereas B2B is more about increasing up-sell and decreasing churn.
•Data is now available that allows more effective targeting of individuals, which includes:
1)Allows a check that individuals meet specific criteria.
2)Relationships can be built by communicating directly.
3)It is possible to reach the right people at the right time.
What are the Three most common business models
B2C, Niche B2C and B2B
How many influence types are there according to the influencer triangle
FIVE. Celebrities, Professional blogger, Thought leaders, Micro-influencer, advocates
Name FOUR criteria of High quality content marketing
Four of these below:
•Credible – your audience has to believe the content.
•Shareable – ask ‘Will my audience want to share this?’
•Useful or fun – ask ‘Does it pass the ‘so what?’ test?’
•Interesting – ask ‘Is it worth making a remark about?’
•Relevant – it is crucial that your audience value the content.
•Timely – content is most effective in the right place at the right time
•Different – ask ‘Has this been done before?’
•On brand and authentic - Consumers expect to link content and brand.
1)User-defined - let the individual tell you what they want.
2)Behavioural - you learn what they want.
In the Tone of an email what are the most important points of the email. What should they be?
oShort
oActionable
oEnticing
oHave a sense of urgency
oLocalized
Name FIVE considerations of integrating digital marketing into wider organization strategy
Any five of these:
● Business model
● Global strategy
● Brand
● Vision
● Culture
● Innovation
● Research and insight
● KPIs
Name THREE measurements or metrics for advertisments.
Any Three of these:
•Post impression/post view events – also known as ‘view-through’ conversions or actions. Can be tracked by the ad server, demand side platform or analytics package. Shows the ‘halo effect’ that the display has on influencing future users.
•Post-click actions – also known as ‘click-through conversions’. This measures everything that happens directly after a user clicks on a display. Can show how placements perform relative to others.
•Search uplift – this looks at the increase in search volume after display activity. It shows whether an ad is having an effect on the target audience.
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•Increase in site traffic – this is similar to search uplift, but can also show new and returning visitors. It is important to take into account the time lapse between the ad and the effect being seen. For example, Fast-moving consumer goods (e.g. toothpaste) will see quicker increases than slower moving sectors for big purchases such as cars.
•Brand uplift/recall surveys – this is a good way to measure awareness campaigns. It relies on a control group and other group of non-users being asked to recall a brand/recent ad campaign.
•Click-through rate – it is important to be mindful of accidental clicks.
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•Engagement – how users interact with a display ad (e.g. click to play a video).
•Format specific metrics – tracking shares, using mobile location services to direct users to local stockists, etc.
•Return on ad spend (ROAS) – linked to ROI; this looks at the effectiveness of ad spend, but looks at gross revenue rather than profit.
•Video completion rate – expressed as a percentage, like click-through rate. Cost per completed video is a measure of effectiveness across video formats and placements.
•Viewability – this refers to whether an ad has been seen (e.g. did the user scroll down the page to where it was). It is defined by 75 per cent of an ad being on screen for at least one second.
FIVE content examples
Name FIVE of these below:
•Video
•Live content
•Immersive experience
•Spoken words
•Tools, such as calculators and planners
•Imagery, such as infographics
•Written copy
Name FIVE of the Customer service principles
Understand your customer
Responsiveness
Transparency
Empathy
Knowledge
Consistency
Integration
Relevance
Types of social media
•Social networks – encourage interaction, on and offline (e.g. meetup.com and dating sites).
•Blogs and micro-blogging – can be used for thought-leadership or to share content (e.g. Twitter).
•Media sharing – such as YouTube or Flickr.
•Professional networking – e.g. LinkedIn.
•Reviews and rating sites.
•Forums – e.g. Netmums. Provide an opportunity for business to engage directly with customers, but you need to be wary of blatant advertising. They can be a good way to gauge what people are saying about products or brands.
•The sharing economy – e.g. AirBnB and Uber.