Digital Marketing Foundations and Strategy 5th Edition By
Debra, Lauren, Brooke, Mary (Test Bank)
Marketing - Correct answer-Creating value for customers through various strategies.
Digital Marketing - Correct answer-Marketing executed electronically via digital channels.
Digital Touchpoint - Correct answer-Any digital interaction point with customers.
Measurability - Correct answer-Ability to measure consumer responses using metrics.
Targeting - Correct answer-Reaching specific groups with tailored advertising.
Personalization - Correct answer-Customizing content based on user preferences.
Retargeting - Correct answer-Advertising to users based on previous interactions.
Cost-effectiveness - Correct answer-Pay only for ads triggering consumer responses.
,Interactivity - Correct answer-Engagement of consumers in active communication.
Immediacy - Correct answer-Quick response to customer needs and queries.
Ubiquity - Correct answer-Accessibility of marketing anytime via mobile devices.
Virality - Correct answer-Content shared rapidly through social media.
Reach - Correct answer-Ability to target audiences globally.
Automation Capability - Correct answer-High automation in online marketing campaigns.
Value Proposition - Correct answer-Benefits provided by a business to customers.
Digital Marketing - Correct answer-· An adaptive technology-enabled process by which firms collaborate
with customers and partners to jointly create, communicate and sustain value for all stakeholders.
o Less focused on actual technologies, because technologies develop all the time à Adaptive
o Process-based
o Collecting data to get to know the prospective clients better
"The difference between marketing and digital marketing is that - Correct answer-, with digital,
everything is measurable"
The 5D's of digital marketing - Correct answer-uses
Digital Devices which support
,Digital Platforms which represent or support ...
Digital Media which allows collecting and managing ...
Digital Data which is managed thanks to ...
Digital Technology
Digital Devices - Correct answer-§ Devices are used in dig. mark.
§ E.g. PC devices (desktop apps, email platforms, desktop browser-based platforms), "home" devices
(headsets, wearables, connected cars, TVs, gaming devices), mobile devices (apps, mobile operating
systems and browsers), and public devices (indoor and outdoor kiosk type apps, interactive signage, in-
store devices)
Digital Platforms - Correct answer-Devices support platforms (facebook, twitter)
Digital Media - Correct answer-§ Platforms represent or support digital media
Digital Data - Correct answer-§ Media allows collecting data
o Digital technology - Correct answer-§ Manages digital data
§ All the technologies that are used by marketers, but are not seen my users at front-end
§ E.g. technologies that manage contacts, connections (salesforce, linkedin pro...), content (adobe,
office...), customer data (google analytics...) and foster collaboration between employees (docs,
dropbox...)
· How technologies affect marketing? - Correct answer-o External communication, relationships
management and interactions
o Internal practices and interactions
Types of Media Channels - Correct answer-o Paid media: Advertising- Paid search, display ads, affiliate
marketing
o Earned media: Partner Network - Word-of-mouth, social networks, influencer outreach
o Owned media: Digital properties- Websites, blogs, apps, social media presence
, § Types of websites: - Correct answer-· Transactional e-commerce site
· Service-oriented relationship-building site (place where to show off your expertise, thus building
relationship with prospective clients and houkutella new clients)
· Brand-building site (aim it to highlight the brand and its identity; history and company's story; don't sell
anything)
· Social network or community site (puts different actors in contact)
· Portal or media site (e.g. newspaper's websites; often monetized)
· Bloggers and influencers are a controversial type of media: Are they paid or earner? Even owned? -
Correct answer-o Influencers can have different relationship (paid/earned) with different companies
o Brand ambassadors are paid, could be even owned
PESO Model - Correct answer-Paid, Earned, Shared, Owned
· How martech affects internal practices? - Correct answer-o New technologies
o New jobs
o New methodologies (Agile)
Agile - Correct answer-set of methodology primarily used in the field of software development. Some of
the most used are Scrum and eXtreme Programming
§ Provide flexibility in software development, teams to cope with an unpredictable and changing
environment.
Manifesto for agile software development
Scrum - Correct answer-: A framework within which people can address complex adaptive problems,
while productively and creatively delivering products of the highest possible value.
The key scrum people - Correct answer-· Product owner (defines goals and tasks)
· Scrum team (developers)
Debra, Lauren, Brooke, Mary (Test Bank)
Marketing - Correct answer-Creating value for customers through various strategies.
Digital Marketing - Correct answer-Marketing executed electronically via digital channels.
Digital Touchpoint - Correct answer-Any digital interaction point with customers.
Measurability - Correct answer-Ability to measure consumer responses using metrics.
Targeting - Correct answer-Reaching specific groups with tailored advertising.
Personalization - Correct answer-Customizing content based on user preferences.
Retargeting - Correct answer-Advertising to users based on previous interactions.
Cost-effectiveness - Correct answer-Pay only for ads triggering consumer responses.
,Interactivity - Correct answer-Engagement of consumers in active communication.
Immediacy - Correct answer-Quick response to customer needs and queries.
Ubiquity - Correct answer-Accessibility of marketing anytime via mobile devices.
Virality - Correct answer-Content shared rapidly through social media.
Reach - Correct answer-Ability to target audiences globally.
Automation Capability - Correct answer-High automation in online marketing campaigns.
Value Proposition - Correct answer-Benefits provided by a business to customers.
Digital Marketing - Correct answer-· An adaptive technology-enabled process by which firms collaborate
with customers and partners to jointly create, communicate and sustain value for all stakeholders.
o Less focused on actual technologies, because technologies develop all the time à Adaptive
o Process-based
o Collecting data to get to know the prospective clients better
"The difference between marketing and digital marketing is that - Correct answer-, with digital,
everything is measurable"
The 5D's of digital marketing - Correct answer-uses
Digital Devices which support
,Digital Platforms which represent or support ...
Digital Media which allows collecting and managing ...
Digital Data which is managed thanks to ...
Digital Technology
Digital Devices - Correct answer-§ Devices are used in dig. mark.
§ E.g. PC devices (desktop apps, email platforms, desktop browser-based platforms), "home" devices
(headsets, wearables, connected cars, TVs, gaming devices), mobile devices (apps, mobile operating
systems and browsers), and public devices (indoor and outdoor kiosk type apps, interactive signage, in-
store devices)
Digital Platforms - Correct answer-Devices support platforms (facebook, twitter)
Digital Media - Correct answer-§ Platforms represent or support digital media
Digital Data - Correct answer-§ Media allows collecting data
o Digital technology - Correct answer-§ Manages digital data
§ All the technologies that are used by marketers, but are not seen my users at front-end
§ E.g. technologies that manage contacts, connections (salesforce, linkedin pro...), content (adobe,
office...), customer data (google analytics...) and foster collaboration between employees (docs,
dropbox...)
· How technologies affect marketing? - Correct answer-o External communication, relationships
management and interactions
o Internal practices and interactions
Types of Media Channels - Correct answer-o Paid media: Advertising- Paid search, display ads, affiliate
marketing
o Earned media: Partner Network - Word-of-mouth, social networks, influencer outreach
o Owned media: Digital properties- Websites, blogs, apps, social media presence
, § Types of websites: - Correct answer-· Transactional e-commerce site
· Service-oriented relationship-building site (place where to show off your expertise, thus building
relationship with prospective clients and houkutella new clients)
· Brand-building site (aim it to highlight the brand and its identity; history and company's story; don't sell
anything)
· Social network or community site (puts different actors in contact)
· Portal or media site (e.g. newspaper's websites; often monetized)
· Bloggers and influencers are a controversial type of media: Are they paid or earner? Even owned? -
Correct answer-o Influencers can have different relationship (paid/earned) with different companies
o Brand ambassadors are paid, could be even owned
PESO Model - Correct answer-Paid, Earned, Shared, Owned
· How martech affects internal practices? - Correct answer-o New technologies
o New jobs
o New methodologies (Agile)
Agile - Correct answer-set of methodology primarily used in the field of software development. Some of
the most used are Scrum and eXtreme Programming
§ Provide flexibility in software development, teams to cope with an unpredictable and changing
environment.
Manifesto for agile software development
Scrum - Correct answer-: A framework within which people can address complex adaptive problems,
while productively and creatively delivering products of the highest possible value.
The key scrum people - Correct answer-· Product owner (defines goals and tasks)
· Scrum team (developers)
