EMARKETING DIGITAL MARKETING
STRATEGY CERTIFICATION TEST PAPER
VERIFIED QUESTIONS AND SOLUTIONS
GRADED A+
●● Types of digital marketing strategy initiatives
Answer: 1. customer proposition
2. customer acquisition or inbound marketing strategic initiatives
3. customer conversion and customer experience
4. customer development and growth
5. social business initiatives
6. site infrastructure improvements
7. resourcing and governance strategies
●● Challenges of digital marketing strategy
Answer: 1. gaining buy-in and budget consistent with audience media
consumption
2. conflicts of ownership and tensions between digital marketing team
and other team
3. coordination with different channels
4. managing anf integrating customer information
5. achieving consistent reporting, review, analysis and follow-up action
,6. structuring the specialist digital team
7. time to market to implement new functionality on site
8. insourcing vs outsourcing online marketing tactics
9. staff recruitment and retention
●● problems arise from failure to plan digital channels
Answer: 1. underestimated customer demand or set unrealistic objective
2. existing and startup competitor will gain market share if insufficient
resources and unclear strategies
3. duplication of resources
4. insufficient resources and lask e-marketing skills leads to ineffective
respond to competitive threats
5. insufficient customer data collection
6. inefficiencies available online marketing information
7. insufficient execution and miss opportunities
8. changes required to internal IT systems by different groups will not be
prioritised accordingly
9. the results of online marketing are not tracked adequately
10. senior management support of e-marketing is inadequately
●● How to structure digital marketing strategies?
Answer: 1. right goal
2. define value proposition
, 3. do things differently (create distinctive value chain)
4. be prepared fo make trade-offs
5. create fit between what company does, where it wants to be and the
availability of resources
6. establish continuity
●● strategy process model
Answer: framework for approaching strategy development
●● marketing planning
Answer: logical sequence and a series of activities leading to the setting
of marketing objectives and the formulation of plans for achieving them
●● digital transformation plan
Answer: 1. identification of changes to competitive forces in micro and
macro environment
2. developing value proposition for customer using online services as
part of their buying process
3. developing technology infrastructure and information architecture to
deliver value proposition
4. changes to governance of marketing activities affecting 7s
●● The elements of SOSTAC planning
STRATEGY CERTIFICATION TEST PAPER
VERIFIED QUESTIONS AND SOLUTIONS
GRADED A+
●● Types of digital marketing strategy initiatives
Answer: 1. customer proposition
2. customer acquisition or inbound marketing strategic initiatives
3. customer conversion and customer experience
4. customer development and growth
5. social business initiatives
6. site infrastructure improvements
7. resourcing and governance strategies
●● Challenges of digital marketing strategy
Answer: 1. gaining buy-in and budget consistent with audience media
consumption
2. conflicts of ownership and tensions between digital marketing team
and other team
3. coordination with different channels
4. managing anf integrating customer information
5. achieving consistent reporting, review, analysis and follow-up action
,6. structuring the specialist digital team
7. time to market to implement new functionality on site
8. insourcing vs outsourcing online marketing tactics
9. staff recruitment and retention
●● problems arise from failure to plan digital channels
Answer: 1. underestimated customer demand or set unrealistic objective
2. existing and startup competitor will gain market share if insufficient
resources and unclear strategies
3. duplication of resources
4. insufficient resources and lask e-marketing skills leads to ineffective
respond to competitive threats
5. insufficient customer data collection
6. inefficiencies available online marketing information
7. insufficient execution and miss opportunities
8. changes required to internal IT systems by different groups will not be
prioritised accordingly
9. the results of online marketing are not tracked adequately
10. senior management support of e-marketing is inadequately
●● How to structure digital marketing strategies?
Answer: 1. right goal
2. define value proposition
, 3. do things differently (create distinctive value chain)
4. be prepared fo make trade-offs
5. create fit between what company does, where it wants to be and the
availability of resources
6. establish continuity
●● strategy process model
Answer: framework for approaching strategy development
●● marketing planning
Answer: logical sequence and a series of activities leading to the setting
of marketing objectives and the formulation of plans for achieving them
●● digital transformation plan
Answer: 1. identification of changes to competitive forces in micro and
macro environment
2. developing value proposition for customer using online services as
part of their buying process
3. developing technology infrastructure and information architecture to
deliver value proposition
4. changes to governance of marketing activities affecting 7s
●● The elements of SOSTAC planning
