Part 1
Can you give the characteristics of the digital consumer?
The digital consumer
Is well informed and uses his power
Shows his emotions
Wants ultimate convenience
How can you do social listening and why is this useful for your online
marketing strategy?
How?
Use monitoring tools (social-searcher.com, socialbakers.com)
Do a search on #
Find out what is trending (google trends, instagram, …)
Why?
See what are people saying about your brand
See what is your target group interested in
See what is your audience talking about
See what do they (dis)like
What is an empathy map?
Visualisation of consumer attitudes and behaviors
1. Thinks & Feels
2. Hears
3. Sees
4. Say & Does
5. Pains
6. Gains
,Can you give the positioning statement (matrix) for a certain
company/brand?
Positioning statement
To Target group
(The Product Name)
Is Product category
From Brand
That Customer promise *
(USP or ESP)
Because Reasons to believe (attributes
and/ or USP in case the
customer promise is an ESP)
Can you give the 4 online marketing goals and 1 corresponding KPI?
• Awareness
o Visibility, reach, …
• Interest & Consideration
o Engagement, being TOM, …
• Purchase / Conversion
o When people take the desired action
• Loyalty & Advocacy
• Retention & Ambassadorship
,Can you give an example of paid, owned, earned media?
Paid: Advertising, the online space you pay for
Owned: The online space you own, like your own website
Earned: When your brand or campaign is mentioned or distributed without
paying for it
What are the 6 steps to set-up an online marketing strategy or campaign?
Step 1: Who is your target audience
Step 2: Determine who you are
Step 3: Your online marketing goals
Step 4: Building your online presence
Step 5: Marketing your online presence
Step 6: Analyse and adapt
What is the potential on your business thanks to internet?
Thanks to the internet…
• … you can easily supply your customers the information they ask for
• … you can interact with your customers
• … you can communicate in a tailor-made way
• … you have a virtual home or shop
• … you can gather information on (new) customers
• … the results of your marketing communication can be measured quickly
and easily
What are the challenges for your business thanks to internet?
Because of the internet…
• … it is difficult to keep the communication stream under control
• … the digital consumer demands tailor-made communication, immediate
interactivity and an answer to all questions
• … the pressure is on!
, • … you need to find your way in the information jungle
Part 2: Inbound & content
marketing, conversation
management
What is inbound marketing?
What is thought leadership?
It means
• you provide the best and deepest answers,
• to your customers’ biggest questions,
• in the formats your audience likes to consume
Can you give the buyer’s journey and the corresponding communication
objectives and a few corresponding measurable KPI’s?
Can you give the characteristics of the digital consumer?
The digital consumer
Is well informed and uses his power
Shows his emotions
Wants ultimate convenience
How can you do social listening and why is this useful for your online
marketing strategy?
How?
Use monitoring tools (social-searcher.com, socialbakers.com)
Do a search on #
Find out what is trending (google trends, instagram, …)
Why?
See what are people saying about your brand
See what is your target group interested in
See what is your audience talking about
See what do they (dis)like
What is an empathy map?
Visualisation of consumer attitudes and behaviors
1. Thinks & Feels
2. Hears
3. Sees
4. Say & Does
5. Pains
6. Gains
,Can you give the positioning statement (matrix) for a certain
company/brand?
Positioning statement
To Target group
(The Product Name)
Is Product category
From Brand
That Customer promise *
(USP or ESP)
Because Reasons to believe (attributes
and/ or USP in case the
customer promise is an ESP)
Can you give the 4 online marketing goals and 1 corresponding KPI?
• Awareness
o Visibility, reach, …
• Interest & Consideration
o Engagement, being TOM, …
• Purchase / Conversion
o When people take the desired action
• Loyalty & Advocacy
• Retention & Ambassadorship
,Can you give an example of paid, owned, earned media?
Paid: Advertising, the online space you pay for
Owned: The online space you own, like your own website
Earned: When your brand or campaign is mentioned or distributed without
paying for it
What are the 6 steps to set-up an online marketing strategy or campaign?
Step 1: Who is your target audience
Step 2: Determine who you are
Step 3: Your online marketing goals
Step 4: Building your online presence
Step 5: Marketing your online presence
Step 6: Analyse and adapt
What is the potential on your business thanks to internet?
Thanks to the internet…
• … you can easily supply your customers the information they ask for
• … you can interact with your customers
• … you can communicate in a tailor-made way
• … you have a virtual home or shop
• … you can gather information on (new) customers
• … the results of your marketing communication can be measured quickly
and easily
What are the challenges for your business thanks to internet?
Because of the internet…
• … it is difficult to keep the communication stream under control
• … the digital consumer demands tailor-made communication, immediate
interactivity and an answer to all questions
• … the pressure is on!
, • … you need to find your way in the information jungle
Part 2: Inbound & content
marketing, conversation
management
What is inbound marketing?
What is thought leadership?
It means
• you provide the best and deepest answers,
• to your customers’ biggest questions,
• in the formats your audience likes to consume
Can you give the buyer’s journey and the corresponding communication
objectives and a few corresponding measurable KPI’s?
