Digital Marketing questions and Correct Answers 2024.

Four Pillars of Situational Analysis - Correct Answers 1. The environment - "outside world", PESTLE 2. The business - the brand, what does it stand for? what does it mean? what associations are made with it? unique? 3. The customers - market research, focus on customer's journey and the series of steps and decisions a customer takes before buying from you 4. The competitors - competing for attention on internet, looking at potential replacements Porter's Five Forces - Correct Answers competitive rivalry within a industry. -power of suppliers -power of consumers -threat of new entrants -threat of substitute products The 4 P's - Correct Answers 1. Product - what a company sells, internet has enabled mass customization 2. Price - internet has made it easy to compare prices 3. Placement(distribution) - make product visible online 4. Promotion - engaging customers online New P for internet - Correct Answers People - personalization, communities SWOT Analysis - Correct Answers identifies key issues that direct the marketing strategy. strengths and weaknesses (internal) opportunities and threats (external) SMART Objectives - Correct Answers 1. Specific - clear and detailed objective 2. Measurable - must be able to gauge whether you are successful 3. Attainable - possible for brand to achieve with available resources 4. Realistic - base on data, don't exaggerate what you can achieve 5. Time-bound - Specific time frame SEO (digital tactic) - Correct Answers -optimizing a website to rank higher on the search engine results page for relevant search terms. creating relevant, fresh and user-friendly content that search engines index and serve when people enter a search term relevant to your product or service SEO (digital tactic) outcome - Correct Answers Allows you to reach more potential customers. Customer retention and acquisition Search advertising (digital tactic) - Correct Answers The advertiser pays only when someone clicks on their ad. Ad appears on search engine results pages Search advertising (digital tactic) outcome - Correct Answers Ad will come up in response to search terms entered by consumer. Sales, customer retention and acquisition Online advertising (digital tactic) - Correct Answers covers advertising in all areas of the internet. Ads in emails, social networks, mobile devices, and display ads on webpages Online advertising (digital tactic) outcome - Correct Answers Raise brand awareness online. Branding and acquisition Affiliate Marketing (digital tactic) - Correct Answers System of reward whereby referrers are given a "finder's fee" for every referral that they give Affiliate Marketing (digital tactic) outcome - Correct Answers brand building and acquisition sales Video Marketing (digital tactic) - Correct Answers creating video content. can be outright video advertising, or valuable, useful, content marketing Video Marketing (digital tactic) outcome - Correct Answers interactive and engaging so its great for capturing and retaining customer attention. entertainment or inspiration branding, customer retention and value creation Social Media (digital tactic) - Correct Answers consumer-generated media. media that is created to be shared. allows for collaboration and connection Social Media (digital tactic) outcome - Correct Answers building awareness and allows for crowdsourced feedback and allow brands to share valuable content directly with their fans Email marketing (digital tactic) - Correct Answers form of direct marketing that delivers commercial and content-based messages to audience. cost-effective , highly targeted, customizable on a mass scale and completely measurable. one of the most powerful digital marketing tactics Email marketing (digital tactic) outcome - Correct Answers tool to builld relationships with potential and existing customers. maximizes retention and value creation primary data - Correct Answers research is conducted when new data is gathered for a particular product or hypothesis secondary data - Correct Answers research uses existing, published data as source of information qualitative research - Correct Answers exploratory and seeks to find out what potential consumers think and feel about a given subject quantitative research - Correct Answers relies on numerical data to demonstrate statistically significant outcomes surveys - Correct Answers ideal for collecting large amounts of quantitative data (and some qualitative) quick and easy to set up and can run automatically online focus groups - Correct Answers ideal for engaging consumers and collective qualitative data such as opinion and feelings about the brand. requires a large time investment and willing group of participants online monitoring - Correct Answers ideal for collecting qualitative data on brand sentiment and can also provide quantitative data around volume of interest in the brand incentives - Correct Answers offering a chance to win money or a prize if consumers complete a survey. this increases respondents assurance - Correct Answers indicating that a study is a minimal time commitment or ensuring privacy to increase respondants online advertising objectives - Correct Answers to increase sales, improve brand awareness, raise share of voice in marketplace, creating and satisfying demand Banner adverts (type of display advert) - Correct Answers graphic image or animation displayed on a website for advertisement purposes interstitial banners (type of display advert) - Correct Answers banners shown between pages on a website as you click from one page to another. can be exited out of popups and pop-unders (type of display advert) - Correct Answers advertisements that pop-up or under the web page being viewed. They are opened in a new, smaller window. See pop-ups straight away, but only see pop-unders after you close your browser. now pop-up blockers because of annoyance floating adverts (type of display advert) - Correct Answers appears in a layer over the content, but is not in a separate window. Can close out of it and often disappears into a banner advert on the page wallpaper adverts (type of display advert) - Correct Answers changes the background of the web page being viewed. sometimes possible to click on it but not always. main purpose in branding map adverts (type of display advert) - Correct Answers advertisement placed on an online map. usually for local businesses and based on key searches CPM payment model - Correct Answers (cost per thousand) the advertiser pays for every thousand times the advert loads on the publisher's page. brand awareness and exposure is usually the main goal CPC payment model - Correct Answers (cost per click) the advertiser pays only when their advert is clicked on by an interested party, regardless of how many times it has been viewed. Normally associated with search advertising CPA payment method - Correct Answers (cost per acquisition) advertiser pays only when an advert delivers an acquisition after the user clicks on the advert. Usually used for banner advertising and associated with affiliate marketing. Flat rate or sponsorship payment method - Correct Answers oweners of lower-traffic sites sell ad space for a flat rate (fixed cost per month) sponsorship means no other advertiser will appear on the webpage CPE payment method - Correct Answers (cost per engagement) advertisers pay for interactions with adverts, normally placed in videos or apps. advert may contain a video, game, form, or other interactive content premium booked media - Correct Answers the advertiser contacts the premium media provider and discusses options for placing an advert. Involved negotiating on targeting and pricing for space desired. costly advertising networks - Correct Answers group of websites on which adverts can be purchased through a single sales entity. Advertisers pay to advertise specific channels and not in individual sites advertising exchange - Correct Answers where unsold advertising space (inventory) is placed by publishers for bidding Social media advertising - Correct Answers sites such as Facebook, Twitter, YouTube and LinkedIn offer ads Mobile advertising - Correct Answers -blind networks (target large group by country or type of website -premium blind networks(allow advertiser to target better-known brands and high-traffic sites) -premium networks (offer sales as a direct extension of the big brands that they offer) Ad server - Correct Answers servers that store ads and serve them to web pages. help publishers manage their ad inventory and help advertisers monitor and optimize their campaigns frequency capping - Correct Answers limits the number of times a specific user sees the same advert in a set time period sequencing - Correct Answers this ensures that a user sees adverts in a particular order exclusivity - Correct Answers this ensures that adverts from direct competitors are not shown on the same page roadblocks - Correct Answers this allows an advertiser to own 100% of the advertising inventory on a page geo-targeting - Correct Answers target markets by country or location or even by IP address network or browser type - Correct Answers markets can be further targeted via networks or browser types