Review questions
Chapter 1: Your Business
How can marketers stay relevant in the age of AI?
- Be better than AI
- Use AI as a companion
- Focus on the customer
- Keep learning
- Become an AI champion
Can you give 3 characteristics of the digital consumer that are important to bear in mind in your digital
marketing strategy?
- Shows emotions and power
- Cares about the opinion of others
- Wants ultimate convenience
How can you provide the “convenience” that the digital consumer is eager to get?
- Easy and fast
- Personalization
What are the building blocks to set up a digital marketing strategy?
- Core commitments
- Digital maturity
- Target group insights
- Competition
- Positioning
Discuss the core commitments of a company.
- Vision = why, the purpose
- Mission = how, the process
- Values = what, the result
Explain ‘digital maturity check’ and give an example.
- Analysis of the performance of current digital channels
- Score the organization using a digital maturity matrix
o Basic: Digital presence exists but is mostly foundational and manual → basic SEO, simple ads, basic
email newsletters
o Intermediate: structured, data-driven and automated digital marketing → tracking, remarketing,
audience targeting
o Advanced: strategic, personalized and continuously optimized → A/B testing, social listening,
personalized content
1
Review questions DME
,How can you do “social listening” and why is this useful for your online marketing strategy?
- The process of using data to gain insights into customer sentiment, preferences and behavior
o Monitoring and analysis: understand customer sentiment and industry trends
o Identify customer sentiment: how people feel about your brand
o Monitoring competitor conversations: what's being said about competitors
- Advantages
o Offer customer support
o Build new features based on 'wants'
o Conversations and trends to reach more people
o Influencer campaigns and collaborations
Can you describe how you will define/research the (potential) target group?
- Segmentation: criteria
- Trends
- Behavior: consumer insights
What is “search listening” and why is it important in a digital marketing strategy?
- What is my target audience searching for
o Define micro moments
o SEO
o Content marketing
o Inbound marketing
What are micro moments? Which important micro moments are used in digital strategy? Why are micro
moments relevant?
- Moments when consumers act on a need
o I want to know → exploring or researching
o I want to go → looking for a local business
o I want to do → help completing a task
o I want to buy → ready to make a purchase
- Know needs
- What key words
- What kind of content
- Personalize experience
Why is it interesting to set up a buying persona?
- Create relevant content
- Choose the right channels
- Understand micro moments
Can you give the positioning statement (matrix) for a certain company/brand?
- Positioning = giving a brand a clear, distinctive and desirable place in the minds of consumers relative to
competitors
o To (target group)
o The (product name)
o Is (product category)
o From (brand)
o That (customer promise) → functional benefit / emotional benefit
2
Review questions DME
, o Because (reason to believe) → product attribute / functional benefit
Chapter 2: Inbound Marketing, objectives & KPI’s
What is inbound marketing? How does it work and what are the advantages?
- Online marketing strategy focused on
o Attracting ideal customers
o Seduce them by relevant and helpful content
o Adding value to every stage of customer journey
- Advantages
o Potential customers find you instead of the other way round : pull
o Attract qualified prospects
o Build trust and credibility
- 3 ingredients:
o Content: speaks to them and answers their questions
o Context: adapt content to each step of the customer journey and to the context of the medium and
viewer
o Multichannel: communicate across multiple channels to reach consumers where and when they
choose
What is thought leadership?
- Inbound marketing technique:
o Provide the best and deepest answers
o to your customers’ biggest questions
o in the formats your audience likes to consume
- Position your company as a leader in its field
What is retargeting? How does it work?
- A company will keep on following you after you visited the website so you will buy the product = bring
back the visitor to your web page via personalized /targeted actions
- Retargeting works through putting a code (tag) on your website. When someone browses your website,
this tag will place a cookie in the user’s browser. A cookie is a small piece of data designed to
‘remember’ information about the user or the user’s browser activity.
What are first vs third party cookies?
- First-party cookies = are directly stored by the website (or domain) you visit → provide good user
experience
- Third-party cookies = are created by domains that are not the website (or domain) that you are visiting
→ used for online-advertising purposes
What is the problem with third party cookies?
- Will be banned: privacy issues
What is the Google privacy sandbox?
- Google is focusing on alternatives that are more privacy-friendly
- These allow advertisers to continue targeting, measuring, etc., but with greater privacy safeguards.
3
Review questions DME
, How do different objectives within a company relate to each other?
- Hierarchy of objectives
o Digital marketing
o Communication
o Marketing
o Business
o Mission-vision-core values
What is a KPI?
- A measurable value to demonstrate how effectively a company is achieving key objectives
What is a whitepaper and why can it be useful in a B2B inbound marketing strategy?
- Whitepaper = in-depth, informative content format
- Useful:
o Supports thought leadership
o Builds trust and credibility
o Addresses complex problems and questions
o Helps generate leads
What is a metric?
- Quantitative measurements of your data → measure if you obtain your KPI’s
What is a conversion?
- Conversion = a desired action taken by the target audience
- Examples:
o Purchase
o Form completion
o Newsletter sign-up
What is a micro conversion, explain and give examples.
- Non-sales related conversions that lead to the most important macro conversion (sales)
- Examples
o Completing a form
o Requesting a demo
o Webinar sign-ups
o Ebook downloads
Give 4 categories of typical KPI’s and what are corresponding metrics?
- Reach: size of the audience you’ve reached
o Ad impression: how many times an ad is shown
o Unique visitors: number of different people visiting a website
o Visits: total website visits (repeat visits included)
o Page views: total pages viewed (including repeats)
o Unique viewers (YouTube): number of different people who watched your video
o Views (YouTube): total times a video was watched or engaged with
4
Review questions DME
Chapter 1: Your Business
How can marketers stay relevant in the age of AI?
- Be better than AI
- Use AI as a companion
- Focus on the customer
- Keep learning
- Become an AI champion
Can you give 3 characteristics of the digital consumer that are important to bear in mind in your digital
marketing strategy?
- Shows emotions and power
- Cares about the opinion of others
- Wants ultimate convenience
How can you provide the “convenience” that the digital consumer is eager to get?
- Easy and fast
- Personalization
What are the building blocks to set up a digital marketing strategy?
- Core commitments
- Digital maturity
- Target group insights
- Competition
- Positioning
Discuss the core commitments of a company.
- Vision = why, the purpose
- Mission = how, the process
- Values = what, the result
Explain ‘digital maturity check’ and give an example.
- Analysis of the performance of current digital channels
- Score the organization using a digital maturity matrix
o Basic: Digital presence exists but is mostly foundational and manual → basic SEO, simple ads, basic
email newsletters
o Intermediate: structured, data-driven and automated digital marketing → tracking, remarketing,
audience targeting
o Advanced: strategic, personalized and continuously optimized → A/B testing, social listening,
personalized content
1
Review questions DME
,How can you do “social listening” and why is this useful for your online marketing strategy?
- The process of using data to gain insights into customer sentiment, preferences and behavior
o Monitoring and analysis: understand customer sentiment and industry trends
o Identify customer sentiment: how people feel about your brand
o Monitoring competitor conversations: what's being said about competitors
- Advantages
o Offer customer support
o Build new features based on 'wants'
o Conversations and trends to reach more people
o Influencer campaigns and collaborations
Can you describe how you will define/research the (potential) target group?
- Segmentation: criteria
- Trends
- Behavior: consumer insights
What is “search listening” and why is it important in a digital marketing strategy?
- What is my target audience searching for
o Define micro moments
o SEO
o Content marketing
o Inbound marketing
What are micro moments? Which important micro moments are used in digital strategy? Why are micro
moments relevant?
- Moments when consumers act on a need
o I want to know → exploring or researching
o I want to go → looking for a local business
o I want to do → help completing a task
o I want to buy → ready to make a purchase
- Know needs
- What key words
- What kind of content
- Personalize experience
Why is it interesting to set up a buying persona?
- Create relevant content
- Choose the right channels
- Understand micro moments
Can you give the positioning statement (matrix) for a certain company/brand?
- Positioning = giving a brand a clear, distinctive and desirable place in the minds of consumers relative to
competitors
o To (target group)
o The (product name)
o Is (product category)
o From (brand)
o That (customer promise) → functional benefit / emotional benefit
2
Review questions DME
, o Because (reason to believe) → product attribute / functional benefit
Chapter 2: Inbound Marketing, objectives & KPI’s
What is inbound marketing? How does it work and what are the advantages?
- Online marketing strategy focused on
o Attracting ideal customers
o Seduce them by relevant and helpful content
o Adding value to every stage of customer journey
- Advantages
o Potential customers find you instead of the other way round : pull
o Attract qualified prospects
o Build trust and credibility
- 3 ingredients:
o Content: speaks to them and answers their questions
o Context: adapt content to each step of the customer journey and to the context of the medium and
viewer
o Multichannel: communicate across multiple channels to reach consumers where and when they
choose
What is thought leadership?
- Inbound marketing technique:
o Provide the best and deepest answers
o to your customers’ biggest questions
o in the formats your audience likes to consume
- Position your company as a leader in its field
What is retargeting? How does it work?
- A company will keep on following you after you visited the website so you will buy the product = bring
back the visitor to your web page via personalized /targeted actions
- Retargeting works through putting a code (tag) on your website. When someone browses your website,
this tag will place a cookie in the user’s browser. A cookie is a small piece of data designed to
‘remember’ information about the user or the user’s browser activity.
What are first vs third party cookies?
- First-party cookies = are directly stored by the website (or domain) you visit → provide good user
experience
- Third-party cookies = are created by domains that are not the website (or domain) that you are visiting
→ used for online-advertising purposes
What is the problem with third party cookies?
- Will be banned: privacy issues
What is the Google privacy sandbox?
- Google is focusing on alternatives that are more privacy-friendly
- These allow advertisers to continue targeting, measuring, etc., but with greater privacy safeguards.
3
Review questions DME
, How do different objectives within a company relate to each other?
- Hierarchy of objectives
o Digital marketing
o Communication
o Marketing
o Business
o Mission-vision-core values
What is a KPI?
- A measurable value to demonstrate how effectively a company is achieving key objectives
What is a whitepaper and why can it be useful in a B2B inbound marketing strategy?
- Whitepaper = in-depth, informative content format
- Useful:
o Supports thought leadership
o Builds trust and credibility
o Addresses complex problems and questions
o Helps generate leads
What is a metric?
- Quantitative measurements of your data → measure if you obtain your KPI’s
What is a conversion?
- Conversion = a desired action taken by the target audience
- Examples:
o Purchase
o Form completion
o Newsletter sign-up
What is a micro conversion, explain and give examples.
- Non-sales related conversions that lead to the most important macro conversion (sales)
- Examples
o Completing a form
o Requesting a demo
o Webinar sign-ups
o Ebook downloads
Give 4 categories of typical KPI’s and what are corresponding metrics?
- Reach: size of the audience you’ve reached
o Ad impression: how many times an ad is shown
o Unique visitors: number of different people visiting a website
o Visits: total website visits (repeat visits included)
o Page views: total pages viewed (including repeats)
o Unique viewers (YouTube): number of different people who watched your video
o Views (YouTube): total times a video was watched or engaged with
4
Review questions DME
