D098_Study_Questions__Full_Set_

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D098 Digital Marketing Study Questions Unit 2 Digital Marketing Fundamentals Module 1 1. What is Digital Marketing? Element of the Marketing Process consists of electronic activities to aid in marketing activities 2. Compare inbound marketing and outbound marketing. Inbound is a pull system-seek out by consumers, two-way communication, permission to send. Outbound is a push marketing system-one way communication, seek out consumers, interruptive, sending information without consent. 3. Describe behavioral targeting, individual marketing, and local marketing. Behavioral targeting is about reaching customers by integrating both online and offline consumer behaviors. Individual Marketing is a one-to one marketing approach, which offers customers with a product created to their individual specifications. Ex-Build A Bear. Local Marketing is a targeting strategy focusing on a small clearly defined neighborhood or geographic area. Ex. Groupon or Amazon Local. 4. Describe the difference between Integrated Marketing Campaign (IMC) and Omnichannel Integration. IMC is immersive and targeted communication with customers to help them move through various stages of the buying process. Omnichannel is cohesive and seamless experience for the consumer that is optimized for each channel and device. Omnichannel puts the consumer at the center. 5. Explain first-party data, second-party data, and third-party data. *First Party Data is data collected directly by a company about consumers that can include online and offline information. This data provides consumer insights and enables personalization by the marketer. *Second Party Data is data collected by another source as first party data and then sold. More reliable than third party because it is collected through sales information and survey sources. *Third Party Data is data collected from a variety of sources with no direct connection to the data source Module 2 1. Describe the six specialization areas of digital marketing.  Digital Advertising-aka online advertising, found anywhere on the web.  Social Media Marketing- the use of social media networks to generate leads, content, sales and public relations., fostering community and facilitating two way communication  Content Marketing- Marketing specialization that involves creating content to raise interest in a company’s products through a pull motion  Web Development and Analysis  SEO- search engine optimization to rank higher in search engines  Marketing Automation- use of software and technology to automate marketing tasks 2. What are the three objectives of social media marketing?  Creating buzz-developing and publishing messages  Fostering Community-building ways for fans to engage with others  Facilitating Two Way Communications- promoting and encouraging user feedback 3. Compare retention-based emails and promotional emails. 1

Retention based emails-designed to help customers understand value of a product, prompt engagement and reduced churn rate. Promotional Emails-Marketing emails with immediate conversion goal for the recipient such as making a purchase or downloading content. Module 3 1. Identify at least two KPIs for each type of marketing objective.  Reach : Impressions, Conversion Rates, Buzz Indicators, Customer Acquisition costs  Engagement: Likes and shares, Comments and Retweets  Paid Media (Advertising): Click Through rate, Profits per customers, cost per click  SEO Website : Number of Unique visitors, SEO keyword ranking, Total session, and visit  Email Marketing: Bounce rate, unsubscribe rate  Public relations: Brand Mentions, advertising value equivalency 2. Explain Impression, Clickthrough, Clickthrough rate, Conversion and Conversation Rate. o Impression: times an advertisement is displayed to customers o Clickthrough rate: A click on an advertisement or link that leads to a website o Conversion: When a potential customer performs a desired action o Conversation rate: equal to conversions/clicks 3. Describe the 4Ps in the context of digital marketing.  Products- Creating  Price-Exchanging Value  Place-Delivering  Promotion- Communication 4. Identify the four stages (AIDA) of a prospect's movement through the sales funnel.  Awareness/Attention- consumers recognize and become aware of brand  Interest- consumers explore options available and brand benefits  Desire- consideration of brand or product  Action- leads to taking action either purchasing or not. 5. Describe the three stages of a buyer's journey.  Awareness : recognizes the existence of a problem or opportunity  Consideration: clearly defined problem and need to understand and evaluate solutions  Decision: Buyer has evaluated all options and made a purchase. 6. Describe TOFU, MOFU, BOFU.  TOFU- Top of Funnel focuses on bringing customers in through awareness  MOFU- Middle of Funnel focused on nurturing customers tom move them through awareness and interest to action and desire.  BOFU- Bottom of the funnel focused on the customer buying the product or service . 7. Describe Affiliate Marketing. Affiliate marketing is a system of reward whereby referrers are given a "finder's fee" for every referral they give. 8. Identify digital marketing strategies for each stage of the buyer’s journey.  Top of Funnel- Awareness  Middle of Funnel- Consideration  Bottom of Funnel- Decision 9. Compare single-touch attribution and multitouch attribution. Single touch attribution assigns credit for the sale to one specific marketing activity. Multitouch attribution model evaluates all touchpoints customers interact with leading up to purchase. 10. What are the two types of single-touch attribution? First touch and last touch 2

11. What are the four challenges to single-touch attribution? 1. Spans multiple devices. 2. Has many touchpoints. 3. May not touch retailer’s website. 4. May cross channels from digital to offline for sale. Unit 3 Content Marketing Module 4 1. Identify and describe different types of content in content marketing.  Blog Posts- most common form of content marketing  E-Books- Can be considered lead generation tool for free e books contact information must be entered for free resource.  Templates and Worksheets, Guides and Kits- used by orgs to help potential customers with certain issues  Infographics- provide a visual representation of data, more compelling and engaging.  Videos- Highest level of engagement  Podcasts- listeners subscribe, generating leads  Webinars- used to create credibility  Whitepapers- authoritative and detailed reports unbiased report on trends  Case Studies- shares success stories to attract potential customers  Surveys and Research reports- persuade potential customers  User generated content- repurpose and redistribute from the user level. 2. What are the three benefits of content marketing?  Brand Awareness  Brand Preference  Brand Reach 3. Use an example to explain thematic content. Thematic content is a common topic or category that is explicit and implicit in the message meaning. 4. Compare traditional marketing and content marketing. o Traditional Marketing- Interruptive, one way communication, statice-“printed” materials, more expensive, promotes specific products o Content- Consumer wants to engage. More conversation like, something of value, cheaper, offers goods and services. 5. Identify three characteristics associated with content marketing. a) Not paid for: aims to achieve customer engagement by bringing awareness, relationship and knowledge of good or service, without selling content. b) Paid for: Same as above but aims to sell digital content as well. c) Social: created by brand community members. 6. Explain brand voice persona, brand voice tone and brand voice language. Provide 3-4 examples for each  VP- guide to the feeling of the content; conversations educational, authoritative, or professional  VT- guide to sound of the content; tone formal, direct, honest, friendly  VL- how the content is communicated; simple, wordy, complex, jargon All content of brand voice needs to resonate to the audience. 7. What is a thought leader? Identify three ways in which thought leadership content differs from selling content. A thought leader is a person in an organization regarded as an authoritative source for new ideas or intellectual trends. Differs from sales by: educating, pulling customer in, contains best practices. 3

8. Describe the 4-1-1 rule in the content mix guidelines. Strategy for dividing content into 3 types. Four pieces curated and created content. Informative and educational posts to build thought leadership status. One piece of content reposted or shared from others to gain subscribers and build relationships. UGC is valuable in this stage. One piece of content designed to promote a product or service- turn leads into sales. 9. Compare content components and people components in content marketing strategy. Content Components: Substance- Who and Why? Structure- Where is content? How it’s organized? People Components: Workflow- How the content happens? Governance- Guidelines, policies, politics. 10. Describe the four content planning documents  Brand Style Guides : rulebooks that explain how an organization presents itself through its logo, font, color selections, photography and more.  Content Calendars : shareable resources that brands can use to plan all content activity and visualize how content is used throughout the year.  Workflow Map : consists of an orchestrated and repeatable pattern of activity, enabled by the systemic organization of resources into processes that transform materials, provide services, or process information.  Customer Persona Maps : A detailed customer analysis that provides profile information to create more personalized strategies that positively impact the customer experience. 11. What content is appropriate for each stage of the sales funnel? TOFU-Educational, Thought Leadership MOFU- Buying guides, ROI calculators, reports BOFU- Promotional content, competitive comparison reports, pricing sheets, case studies. 12. Describe curated content. Curated content is content that is written by others that is organized and shared with intended audiences. 13. What is gating? Describe the best practices for gating based on buying stages. Gating is the use of a form that requires information to be filled in before content is viewable. The purpose of a gating strategy is to gather lead contact information. Gating in the buying stages is done in the MOFU, as consumers look for product specific or product related information. 14. Identify and describe various content measurement metrics and engagement or behavior metrics. Content Measurement Metrics  Pageviews-when a user visits a page (not the same as a user)  Unique Pageviews- number of sessions during which a specified page was viewed at least once.  Downloads- the number of times a downloadable content asset has been requested for download.  Video views- counted when user clicks play on a digital video or when a social network of video platform auto plays the video  Source- knowing your audience acquisition source-where site traffic comes from. Engagement or Behavior Metrics  Average time on a page- how long users spend on each piece of content  Entrances- Number of time users entered a site through a particular page or app.  Exit Rate- close to opposite of entrances measure of how likely users are to leave a site from a given page calculated by dividing the number of exits from a page by that page's total pageviews 4

 Bounce rate- Number of times users reached a particular page then clicked no further, number of these single-page sessions divided by all sessions; the quotient is the percentage of sessions that only viewed a single page.  Conversions-Action user takes that moves them from potential customer to actual customer.  Completion- How many times users watched through the end of a video or scrolled to the bottom of the page. Completion rate: When completions are divided by pageviews or video views. 15. Describe a heat map. A heat map is a digital tool that provides a visual representation of data. Include, hover maps, attention maps, click maps and scroll maps, provide insight for conversion and optimization. Unit 4 Social Media Module 5 1. What is viral effect? Viral Effect is the use of social networks to spread information about a product, service or idea to others. 2. Compare traditional media and social media. Traditional Media Social Media  Fixed, Unchangeable Instantly updatable  Controlled Unlimited real time commentary  Finite All Media can be mixed  Sharing not encouraged Freedom  Limited media mix Infinite  Commentary limited Instant Popularity gauge 3. Use examples to describe the touchpoints at each stage in the purchase process. Prepurchase  Email, social media, word of mouth, displays, PR Purchase  Packaging, catalog, sales person, ecommerce, invoice Post Purchase  Loyalty program, social media, surveys, forums, customer service 4. Describe a brand's goals at each stage in a buyer's journey. Prepurchase Goals  Gain customers  Heighten brand awareness  Shape Brand perceptions  Ignite the possibility of relationship  Educate consumer about product and services Purchase Goals  Instill confidence  Deliver value  Reinforce the purchase decision  Facilitate ease of purchase  Reduce post purchase dissonance 5

Post Purchase Goals  Deepen the relationship  Deliver on brand promise  Increase customer loyalty  Invite repurchase  Remain top of mind 5. Use an example to describe user generated content. Coca Cola-share a coke 6. Compare paid media, owned media and earned media. o Paid Media - placement of paid content in advertising Sponsored posts or content o Owned Media - brand created content within the control of the author used to increase brand awareness o Earned Media - is content that is publicly gained by another person. Suited to supporting PR efforts 7. Describe strategies to deal with customers' negative feedback on social channels. a. Implement a strategy b. Face criticism and own mistakes c. Do not feed the trolls d. Avoid unnecessary attention e. Constantly monitor for brand mentions f. Look to make customers happy g. Stay true to the brand 8. Identify the major functions of the various social media platforms. a) Twitter- collaborative sharing b) YouTube- content communities c) Facebook- social networking site d) World of Warcraft- virtual game worlds e) Second Life- virtual social worlds f) Blogging sites- WordPress, Tumblr, Podcasts g) Photo sharing- Pinterest and Snapchat h) Message Boards/Online Forums- Reddit i) Review sites- TripAdvisor, yelp, Angie’s list 9. Describe the six types of influencer. 1. Everyday -1-1,000 followers, consumers and consumer review content 2. Brand - 1-100,000 followers, advocate of brands, create powerful content 3. Micro - 1,000-100,000 followers specific niche, regarded as topic specialist 4. Professional - 20,000-100,000 followers, highly regarded industry expert 5. Macro - 100,000-1 million followers, online presence, vlogging, inspiring or funny content 6. Celebrity - more than 7 million followers. Promote brands, visibility to create communities 10. How do we identify influencers using the "4S filter"? (p.46) o Search - Finding the appropriate influence requires searching to create a group of potential influencers that may be appropriate. o Surface - Once the pool of potential influencers is identified, appropriateness is assessed based on the marketing need, and this can include analyzing the influencers’ reach and relevance o Screen - vetting process to make sure the influencer meets appropriate qualifications, aligns to a company's values, and will complement, and not damage, a marketing campaign 6

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