Marketing Basics
What are the 4 Ps of marketing
•Product
•Price
•Place
•Promotion
Name three considerations for wider integration strategy?
● Business model
● Global strategy
● Brand
● Vision
● Culture
● Innovation
● Research and insight
● KPIs
Name three types of social media?
•Social networks
•Blogs and micro-blogging
•Media sharing
•Professional networking
•Reviews and rating sites.
•Forums
•The sharing economy
What are The 5 Ts of email marketing?
1.Targeting
2.Timing
3.Template
4.Testing
5.Tone
What are Porter’s five forces?
1) The threat of substitute products or services
2) The threat of established rivals
3) The threat of new entrants.
4) The bargaining power of suppliers
5) The bargaining power of customers.
What are the two Types of research
Qualitative and Quantitative
What is The SEO angle
•Significant web traffic is driven by social media.
What are three Measurements you should monitor in email marketing?
•Deliverability – how many emails were delivered?
•Open rates – what percentage were opened? (Not always accurate as can be read in preview panes without opening, or opened but not read, or may not get through virus software).
•Bounce-backs (emails which could not be delivered)
•Actions – how many users responded to a call to action ? (E.g. click-throughs).
•Unsubscribe rate – how many users unsubscribed?
•List growth over time.
•Cost per X (where X is a sale, lead or other target).
Customer lifetime value formula
CLTV = Lifetime x Avg margin
What are KPIs?
•Key performance indicators (KPIs) are used to measure the success of a campaign.
Who are Influencers?
•Influencers are individuals who influence others through having large social media followings and respected opinions.
What is GDPR 18?
General Data Protection Regulation 2018
What are the five sectors of Segmentation?
geographic, demographic, behavioural, benefit and psychographic
What are two Types and formats of display advertising
In-page banner ads and In-page rich media
What are the two types of Measurement of Social Media?
Volume and reach & Engagement and quality
What is Template as it refers to email?
•Email design must work across all devices.
What are the four sections of the Boston Consulting Group Matrix
Cash Cows, Dogs, Question Marks, Stars
What is Click-through rate?
Amount of clicks on an AD.
What is the purpose of a social media dashboard?
•Metrics require piecing together.
•Social media monitoring tools such as Bandwatch, Google Analytics and Facebook Insights can help.
•The data needs to be analyzed in a meaningful way and related back to the business objectives.
What is CRM?
Customer relationship management