SEO
Basics
Basics
What does SEO stand for?
Search Engine Optimization
The strategic development of ideas to accomplish a communications goal through a variety of media and approaches
Integrated Marketing Communication
When customers decide to make an online purchase, where do they most frequently start their search?
Most frequently, Amazon
High level statements about what you need to achieve to deliver your vision
Goals
What type of segmentation groups customers by age range?
Demographic segmentation
Why do brands bother with SEO?
It allows them to be more easily found online by current and potential customers
What are the 4 P’s of the Marketing Mix?
Product, Price, Place, Promotion
The value of profit attributed to a customer for their entire customer lifecycle
Customer Lifetime Value or CLTV
The development of new ideas and the application of those ideas to the progress of the company
Innovation
A representation of your target audience based on research from your current and prospective customers.
Customer Personal
Which marketing activities should reinforce your brand?
All of them
This assessment helps you visualize how your brand is viewed in comparison to your competitors
Brand Perceptual Map
What information is included on a customer journey map?
All of the marketing touch points within a particular campaign
What is the difference between a brands vision statement and their mission statement?
A vision is an expression of future state and a mission expresses your current state
Which type of segmentation would help a company to understand whether their customers are motivated by ‘green’ products?
Psychographic
A description of a web page found in search results
Meta description
Which business model offers entry product acess for free but requires a purchase for advanced features of information?
Freemium marketing
These are used to measure the success of a campaign and must be aligned with wider business marketing goals and objectives.
KPIs
Process of creating a vision and following a clear, six-stage process of delivering against it
Vision Based Planning
This brings challenges in terms of culture, language and process, amongst others. We have reached this issue due to digital allowing for worldwide communication.
Globalization
What are the three sides of the SEO triangle?
Content - Links - Technical
What is the IMC framework and what does it stand for?
Mission
Objective
Strategy
Tactics
What are the first and last phases of the buyer funnel?
What process should drive all decisions, strategy and tactics?
Research
Process of providing customers with an experience that is unique to them in your digital marketing efforts
Personalization