MKT 343 QUIZ 3 QUESTIONS AND ANSWERS
What is One-to-One Marketing? - Answers - a way to hyper-target ads that have been
personalized and then track people as they move through the sales funnel to figure out
if they actually bought the product that you're advertising at the end of the funnel; all
while protecting consumers' privacy
why is marketing broken? - Answers - consumer hate advertising
-consumers around the globe say ads are intrusive, irrelevant, and inauthentic
what went wrong with the Pepsi X Kendall Jenner ad? - Answers - In the ad, Kendall
Jenner diffused tension at a protest (appearing identical to the BLM protests) by sharing
a Pepsi with protesters and the police
-didn't use One-to-One Marketing
-inauthentic
What's the solution to fixing marketing? - Answers - 1 to 1 Marketing
What does Prof Turner mean by "grow revenues by narrowing your focus"? - Answers -
Send ads to fewer people, but these people are more likely to buy
What are the 5 steps to One-to-One Marketing? - Answers - 1. Think Backwards
2. Be Radically Authentic
3. Personalization
4. Hyper-Targeting
5. Leverage Data
what does "think backwards" mean in 1-to-1 Marketing? - Answers - get inside the mind
of the customer to think of what they are actually purchasing when they buy your G/S
-Ex.) Starbucks
-likely emotional reasons
What does it mean to "be radically authentic" in 1-to-1 Marketing? - Answers - Ask
yourself, what is at the heart of your brand? What's your authentic purpose?
-Ex.) Nike X Colin Kaepernick, Crayola, Dove
What is "personalization" is 1-to-1 Marketing? - Answers - making sure that what you
send out is relevant and personalized for the people who see it
What does it mean to personalize your marketing content by "using astronomy"? -
Answers - -astronomers can figure out so much info from looking at a star
-marketers can do the same with large groups of segments in the population
, What are the action steps or ways to personalize your marketing content? - Answers -
1.) Segment & Personalize your Emails
2.) Create Promotions Specific to each Segment
3.) Use Website Chatbots to Engage Visitors
4.) Use Facebook Messenger Bots to Personalize your Facebook Page
5.) Use Video Personalization Tools for B2B Campaigns
what is account-based marketing? - Answers - the ability to go in and hyper-target your
digital campaigns using tools in the account-based marketing world
Let's say you're the CMO for Xfinity. How can you hyper-target your consumers given
the following info:
-123 Smith St. household has a high likelihood of buying your product
-124 Smith St. household has a low likelihood of buying your product
-125 Smith St. household has an extremely low likelihood of buying your product -
Answers - -123 Smith St. --> give them a short-term, action-oriented campaign
-124 Smith St. --> give them a long-term, awareness-building campaign
-125 Smith St. --> No Campaign because you will waste time & money trying to convert
them into a customer
Explain the 1-to-1 Marketing Landscape. What is the purpose of it? - Answers - 1.) the
brand takes first-party data (data we've collected) and sends it to the identity resolution
partner
2.) here, branded data partners add & enhance the data. Also, data quality & privacy
partners ensure the brand doesn't know individual person on the other end of the data.
3.) the identity resolution consolidates data and sends it to the agency.
4.) the agency uses an ad buying platform who uses programmatic advertising to target
the consumer.
5.) Then, the ad buying platform targets the consumer
6.) the consumer buys the product from the agency
7.) if the consumer engages with the ad, this data goes back to the identity resolution
partner. Also, if the consumer buys the product, certain retailers will send this info back
to the identity resolution partner.
purpose: to help optimize your campaign
what is conversational commerce? - Answers - the point at which the use of voice
assistants and messaging services coincides with (or ideally, improves) the sales
process. the intersection of conversation and selling.
Ex.) live chat, voice assistants, AI chat
In the future, we will see this area of industry to mature as much of it remains largely
untapped today
Describe the differences between Live Chat and Chatbots - Answers - Live Chat
-live chat has a level of empathy that chatbots can't recreate
What is One-to-One Marketing? - Answers - a way to hyper-target ads that have been
personalized and then track people as they move through the sales funnel to figure out
if they actually bought the product that you're advertising at the end of the funnel; all
while protecting consumers' privacy
why is marketing broken? - Answers - consumer hate advertising
-consumers around the globe say ads are intrusive, irrelevant, and inauthentic
what went wrong with the Pepsi X Kendall Jenner ad? - Answers - In the ad, Kendall
Jenner diffused tension at a protest (appearing identical to the BLM protests) by sharing
a Pepsi with protesters and the police
-didn't use One-to-One Marketing
-inauthentic
What's the solution to fixing marketing? - Answers - 1 to 1 Marketing
What does Prof Turner mean by "grow revenues by narrowing your focus"? - Answers -
Send ads to fewer people, but these people are more likely to buy
What are the 5 steps to One-to-One Marketing? - Answers - 1. Think Backwards
2. Be Radically Authentic
3. Personalization
4. Hyper-Targeting
5. Leverage Data
what does "think backwards" mean in 1-to-1 Marketing? - Answers - get inside the mind
of the customer to think of what they are actually purchasing when they buy your G/S
-Ex.) Starbucks
-likely emotional reasons
What does it mean to "be radically authentic" in 1-to-1 Marketing? - Answers - Ask
yourself, what is at the heart of your brand? What's your authentic purpose?
-Ex.) Nike X Colin Kaepernick, Crayola, Dove
What is "personalization" is 1-to-1 Marketing? - Answers - making sure that what you
send out is relevant and personalized for the people who see it
What does it mean to personalize your marketing content by "using astronomy"? -
Answers - -astronomers can figure out so much info from looking at a star
-marketers can do the same with large groups of segments in the population
, What are the action steps or ways to personalize your marketing content? - Answers -
1.) Segment & Personalize your Emails
2.) Create Promotions Specific to each Segment
3.) Use Website Chatbots to Engage Visitors
4.) Use Facebook Messenger Bots to Personalize your Facebook Page
5.) Use Video Personalization Tools for B2B Campaigns
what is account-based marketing? - Answers - the ability to go in and hyper-target your
digital campaigns using tools in the account-based marketing world
Let's say you're the CMO for Xfinity. How can you hyper-target your consumers given
the following info:
-123 Smith St. household has a high likelihood of buying your product
-124 Smith St. household has a low likelihood of buying your product
-125 Smith St. household has an extremely low likelihood of buying your product -
Answers - -123 Smith St. --> give them a short-term, action-oriented campaign
-124 Smith St. --> give them a long-term, awareness-building campaign
-125 Smith St. --> No Campaign because you will waste time & money trying to convert
them into a customer
Explain the 1-to-1 Marketing Landscape. What is the purpose of it? - Answers - 1.) the
brand takes first-party data (data we've collected) and sends it to the identity resolution
partner
2.) here, branded data partners add & enhance the data. Also, data quality & privacy
partners ensure the brand doesn't know individual person on the other end of the data.
3.) the identity resolution consolidates data and sends it to the agency.
4.) the agency uses an ad buying platform who uses programmatic advertising to target
the consumer.
5.) Then, the ad buying platform targets the consumer
6.) the consumer buys the product from the agency
7.) if the consumer engages with the ad, this data goes back to the identity resolution
partner. Also, if the consumer buys the product, certain retailers will send this info back
to the identity resolution partner.
purpose: to help optimize your campaign
what is conversational commerce? - Answers - the point at which the use of voice
assistants and messaging services coincides with (or ideally, improves) the sales
process. the intersection of conversation and selling.
Ex.) live chat, voice assistants, AI chat
In the future, we will see this area of industry to mature as much of it remains largely
untapped today
Describe the differences between Live Chat and Chatbots - Answers - Live Chat
-live chat has a level of empathy that chatbots can't recreate
