Digital Marketing Exam 2-Questions and Answers Graded A+

Digital Marketing Exam 2-Questions and Answers Graded A+ Digital marketing Strategy - ANSWER-defines how we will meet our objectives, set allocation of resources to meet goals, select preferred strategic options to compete within a market, and provides a long-term plan for the development of the organization Channel Strategy - ANSWER-Digital Marketing is a ___________. -Start with the right goal -Define a value proposition -Do things differently -Be prepared to make trade-offs, tailoring the activities to outperform rivals -create a fit between what the company does, where it want to be, and the resources available -establish continuity - ANSWER-How do you structure a digital marketing strategy? Internal capabilities, micro-environment, and the macro-environment - ANSWER-What do you assess in a Situational Analysis? Business effectiveness, marketing effectiveness, Digital effectiveness - ANSWER-What effectiveness are you checking in an internal audit? Strengths - ANSWER-What part of SWOT has: 1. Existing brand 2. Existing customer base 3. Existing distribution Weaknesses - ANSWER-What part of SWOT has: 1. Brand perception 2. Intermediary use 3. Technology/skills 4. Cross-channel support Opportunities - ANSWER-What part of SWOT has: 1. Cross-selling 2. New Markets 3. New services 4. Alliances/co-branding Threats - ANSWER-What part of SWOT has: 1. Customer choice 2. New entrants 3. New competitive products 4. Channel conflicts SO Strategies - ANSWER-Leverage strengths to maximize opportunities = attacking strategy WO strategies - ANSWER-Counter weaknesses through exploiting opportunities= build strengths for attacking strategy ST strategies - ANSWER-Leverage strengths to minimize threats= defensive strategy