REVIEW QUESTIONS
INTRODUCTION + CHAPTER 1: YOUR BUSINESS
REVIEW QUESTIONS
1. Can you give 3 characteristics of the digital consumer that are important to bear in mind in
your digital marketing strategy?
The digital consumer…
o Is well informed and uses his/her power
▪ Communities, forums, scores, reactions and feedback,…
▪ Consumers make and break a brand
o Shows his/her emotions
▪ Consumers easily show their emotions online
▪ Emotions are important in the buying process (apart from needs)
o Wants ultimate convenience
▪ Once online, we are all monkeys looking for bananas. Digital consumers want fast
and easy access to information
▪ What we see needs to be relevant (even personalized)
2. How can you provide the “convenience” that the digital consumer is eager to get?
Your message/product needs to be easy to find on the website (no scrolling, not too much
text, not too many clicks before you get to the right page,…)
o The digital consumer wants it fast and easy. If they don’t see something interesting in a
couple of seconds, they click and they’re gone.
3. What are the building blocks to set up a digital marketing strategy?
The building blocks to set up a digital marketing strategy are
o Core commitments o Competition
o Digital maturity o positioning
o Target group insights
4. How can you do social listening and why is this useful for your online marketing strategy?
Social listening involves monitoring and analyzing online conversations on platforms like social
media to understand public sentiment, track brand mentions, and gain insights for business
decisions.
o What do customers say about your brand?, What do they talk about? What is their opinion?,…
o Follow #’s of your company, check reviews and comments on social media,…
Why is this useful for your online marketing strategy?
o Proactively offer customer support
o Improve your product or build new features on ‘wants’
o Use ongoing conversations and trends to reach more people
o Influencer campaigns and collaborations
,REVIEW QUESTIONS
5. Can you describe how you will define/research the (potential) target group for a certain
company/brand?
To define the best (potential) target audience, you have to do good research. It’s important to
get the right consumer insights about the behaviour and thinking of your (potential)
customers.
o Desk research
o Interviews
o Social listening
o Search listening
6. What is “search listening” and why is it important in a digital marketing strategy?
"Search listening" refer to monitoring and analyzing the terms people use in online searches to
understand user intent and optimize content or services accordingly.
o Google Trends, Answer The Public, Keyword Planner,…
It’s important because it helps businesses understand user needs, optimize content for
relevant keywords, inform product development, analyze competitors, improve SEO, and
enhance overall marketing effectiveness and user experience.
7. What are micro moments? Which important micro moments are used in digital strategy?
Micro-moments is a concept introduced by Google, referring to brief, intention-driven
moments when people consult their mobile devices to satisfy immediate needs.
o I-Want-to-Know moments: Users search for information or answers to questions.
▪ When someone is exploring or researching, but Is not necessarily in purchase
mode.
Ex. User searches for "best smartphone cameras" to gather information before
making a purchase decision.
o I-Want-to-Go moments: People search for locations or directions.
▪ When someone is looking for a local business or is considering buying a product at
a nearby store.
Ex. User searches for "coffee shops near me" when looking for a nearby place to
get coffee.
o I-Want-to-Do moments: People search for manuals or instructions for specific tasks.
▪ When someone wants help completing a task or trying something new.
Ex. User searches for "how to tie a tie" when preparing for a special event and
needing quick instructions.
o I-Want-to-Buy moments: Users consider a purchase and search for product information
or compare prices.
▪ When someone is ready to make a purchase and may need help deciding what to
buy or how to buy it.
Ex. User searches for "discounts on smart TVs" to find the best deal before making
a purchase.
,REVIEW QUESTIONS
8. Why is it interesting to set up a buying persona?
After your research on segmentation criteria, trends and behaviour, you have to summarize it
in a buyer persona.
Setting up a buyer persona is important for tailoring marketing efforts, understanding
customer needs, and gaining a competitive edge.
o Each word should be based on extensive desk- and-field research.
9. Can you give the positioning statement (matrix) for a certain company/brand?
Positioning is giving the product/brand a clear (strong), distinctive (unique) and desirable
(positive) place in the minds of consumers relative to competitors through an integrated
marketing mix.
3C model: Company, Consumer, Competition
o Do you answer an existing customer need?
o Can you make it happen?
o Can you do this better than your competitors?
Laddering:
o Value (self)
o Emotional benefit (feeling)
o Functional benefit (outcome)
o Product attribute (thing)
Positioning statement
o TO (target group)
o THE (product name)
o IS (product category)
o FROM (brand)
o THAT (customer promise) --> emotional or functional benefit
o BECAUSE (reason to believe) --> functional benefit or product attribute
, REVIEW QUESTIONS
CHAPTER 2: INBOUND MARKETING, OBJECTIVES AND KPI’S
REVIEW QUESTIONS
1. What is inbound marketing? How does it work and what are the advantages?
Inbound marketing is an online marketing strategy, focused on attracting the ideal
customers through relevant and helpful content by addressing to their problems and needs
and adding value at every stage in your customer's buying journey
Advantages of inbound marketing are:
o potential customers find you instead of the other way round : pull strategy, not push.
o you attract qualified prospects
o your build trust and credibility for your business
3 ingredients for successful inbound marketing:
o CONTENT: to get found by the right prospective customers, you must create content
that speaks to them and answers their questions: blog articles, social media
posts, landing pages, … you build up 'thought leadership'
o CONTEXT: Look at the steps in the customer journey: every step has a different
approach. Use this, and the context of your medium to create adaptive content based
on the characteristics of the viewer.
o MULTICHANNEL: Your communication is multichannel in order to interact where and
when the consumer chooses. A consumer touchpoint analysis will help you define the
relevant touchpoints (POE-model) for your target group.
2. What is thought leadership?
Though leadership is an inbound marketing technique: you provide the best and deepest
answers, to your customers’ biggest questions, in the formats your audience likes to consume.
You position your company as a leader in its field through “best-in-class” content. By
regularly publishing articles, videos, research, … potential clients begin associating your
brand with insight and authority. This way, you will be top of mind when buying your type of
products or services.
o It’s important to create trust
3. What is remarketing / retargeting? How does it work?
Remarketing/retargeting refers to engaging audiences who have already interacted with
your brand, to encourage them to take a desired action that may interest them, such as
conversion.
o You bring back the visitor to your web page via personalized/targeted actions
o Display ad (because you know that your customers already clicked on it and are
interested)
o Send personalized offers
INTRODUCTION + CHAPTER 1: YOUR BUSINESS
REVIEW QUESTIONS
1. Can you give 3 characteristics of the digital consumer that are important to bear in mind in
your digital marketing strategy?
The digital consumer…
o Is well informed and uses his/her power
▪ Communities, forums, scores, reactions and feedback,…
▪ Consumers make and break a brand
o Shows his/her emotions
▪ Consumers easily show their emotions online
▪ Emotions are important in the buying process (apart from needs)
o Wants ultimate convenience
▪ Once online, we are all monkeys looking for bananas. Digital consumers want fast
and easy access to information
▪ What we see needs to be relevant (even personalized)
2. How can you provide the “convenience” that the digital consumer is eager to get?
Your message/product needs to be easy to find on the website (no scrolling, not too much
text, not too many clicks before you get to the right page,…)
o The digital consumer wants it fast and easy. If they don’t see something interesting in a
couple of seconds, they click and they’re gone.
3. What are the building blocks to set up a digital marketing strategy?
The building blocks to set up a digital marketing strategy are
o Core commitments o Competition
o Digital maturity o positioning
o Target group insights
4. How can you do social listening and why is this useful for your online marketing strategy?
Social listening involves monitoring and analyzing online conversations on platforms like social
media to understand public sentiment, track brand mentions, and gain insights for business
decisions.
o What do customers say about your brand?, What do they talk about? What is their opinion?,…
o Follow #’s of your company, check reviews and comments on social media,…
Why is this useful for your online marketing strategy?
o Proactively offer customer support
o Improve your product or build new features on ‘wants’
o Use ongoing conversations and trends to reach more people
o Influencer campaigns and collaborations
,REVIEW QUESTIONS
5. Can you describe how you will define/research the (potential) target group for a certain
company/brand?
To define the best (potential) target audience, you have to do good research. It’s important to
get the right consumer insights about the behaviour and thinking of your (potential)
customers.
o Desk research
o Interviews
o Social listening
o Search listening
6. What is “search listening” and why is it important in a digital marketing strategy?
"Search listening" refer to monitoring and analyzing the terms people use in online searches to
understand user intent and optimize content or services accordingly.
o Google Trends, Answer The Public, Keyword Planner,…
It’s important because it helps businesses understand user needs, optimize content for
relevant keywords, inform product development, analyze competitors, improve SEO, and
enhance overall marketing effectiveness and user experience.
7. What are micro moments? Which important micro moments are used in digital strategy?
Micro-moments is a concept introduced by Google, referring to brief, intention-driven
moments when people consult their mobile devices to satisfy immediate needs.
o I-Want-to-Know moments: Users search for information or answers to questions.
▪ When someone is exploring or researching, but Is not necessarily in purchase
mode.
Ex. User searches for "best smartphone cameras" to gather information before
making a purchase decision.
o I-Want-to-Go moments: People search for locations or directions.
▪ When someone is looking for a local business or is considering buying a product at
a nearby store.
Ex. User searches for "coffee shops near me" when looking for a nearby place to
get coffee.
o I-Want-to-Do moments: People search for manuals or instructions for specific tasks.
▪ When someone wants help completing a task or trying something new.
Ex. User searches for "how to tie a tie" when preparing for a special event and
needing quick instructions.
o I-Want-to-Buy moments: Users consider a purchase and search for product information
or compare prices.
▪ When someone is ready to make a purchase and may need help deciding what to
buy or how to buy it.
Ex. User searches for "discounts on smart TVs" to find the best deal before making
a purchase.
,REVIEW QUESTIONS
8. Why is it interesting to set up a buying persona?
After your research on segmentation criteria, trends and behaviour, you have to summarize it
in a buyer persona.
Setting up a buyer persona is important for tailoring marketing efforts, understanding
customer needs, and gaining a competitive edge.
o Each word should be based on extensive desk- and-field research.
9. Can you give the positioning statement (matrix) for a certain company/brand?
Positioning is giving the product/brand a clear (strong), distinctive (unique) and desirable
(positive) place in the minds of consumers relative to competitors through an integrated
marketing mix.
3C model: Company, Consumer, Competition
o Do you answer an existing customer need?
o Can you make it happen?
o Can you do this better than your competitors?
Laddering:
o Value (self)
o Emotional benefit (feeling)
o Functional benefit (outcome)
o Product attribute (thing)
Positioning statement
o TO (target group)
o THE (product name)
o IS (product category)
o FROM (brand)
o THAT (customer promise) --> emotional or functional benefit
o BECAUSE (reason to believe) --> functional benefit or product attribute
, REVIEW QUESTIONS
CHAPTER 2: INBOUND MARKETING, OBJECTIVES AND KPI’S
REVIEW QUESTIONS
1. What is inbound marketing? How does it work and what are the advantages?
Inbound marketing is an online marketing strategy, focused on attracting the ideal
customers through relevant and helpful content by addressing to their problems and needs
and adding value at every stage in your customer's buying journey
Advantages of inbound marketing are:
o potential customers find you instead of the other way round : pull strategy, not push.
o you attract qualified prospects
o your build trust and credibility for your business
3 ingredients for successful inbound marketing:
o CONTENT: to get found by the right prospective customers, you must create content
that speaks to them and answers their questions: blog articles, social media
posts, landing pages, … you build up 'thought leadership'
o CONTEXT: Look at the steps in the customer journey: every step has a different
approach. Use this, and the context of your medium to create adaptive content based
on the characteristics of the viewer.
o MULTICHANNEL: Your communication is multichannel in order to interact where and
when the consumer chooses. A consumer touchpoint analysis will help you define the
relevant touchpoints (POE-model) for your target group.
2. What is thought leadership?
Though leadership is an inbound marketing technique: you provide the best and deepest
answers, to your customers’ biggest questions, in the formats your audience likes to consume.
You position your company as a leader in its field through “best-in-class” content. By
regularly publishing articles, videos, research, … potential clients begin associating your
brand with insight and authority. This way, you will be top of mind when buying your type of
products or services.
o It’s important to create trust
3. What is remarketing / retargeting? How does it work?
Remarketing/retargeting refers to engaging audiences who have already interacted with
your brand, to encourage them to take a desired action that may interest them, such as
conversion.
o You bring back the visitor to your web page via personalized/targeted actions
o Display ad (because you know that your customers already clicked on it and are
interested)
o Send personalized offers
