Digital Marketing

Front 1

What are the characteristics of traditional marketing?

Back 1

→ Expensive

→ Often focus on local audience and allows little room formarket segmentation

→ Hard to measure results

→ Low ROI compared to digital

→ Static and doesn’t interact with the audience

Front 2

What are the characteristics of digital marketing?

Back 2

→ Cost efficient

→ Enables target messaging

→ Measureable and scalable

→ Utilizes the mobile andsmartphone platforms

→ Capable of giving viral value

Front 3

What are the different steps within the integrated marketing process?

Back 3

1. Product/service

2. Marketing/E-MarketingOrganisation

3. Web 1.0 Website

3. Web 2.0 Social Media

Front 4

How has marketing changed in the last decade?

Back 4

1. Declining effects oftraditional marketing model

2. Increasing customer power

3. Decreasing customer trust

Front 5

Define SOSTAC planning

Back 5

→ Situation: Where are we now?

→ Objectives: Where do we want to be? (5S)

→ Strategy: How do we get there?

→ Tactics: reviews tactical tools

→ Actions: action plans and projectmanagement skills

→ Control: How do you know it’s working?

Front 6

What are some different types of online presence?

Back 6

→ Transactional e-commerce site

→ Service oriented relationshipbuilding website → Brand building site

→ Portal or media site

→ Social network or communitysite

Front 7

What is meant with 'right touching'?

Back 7

Multi-channel communicationstrategy customized for individual prospects and customer forming segmentsacross a defined customer lifecycle which delivers the right message featuring the rightvalue proposition with the righttone at the right time with the right frequency and interval using the right media channels to achieve right balance of value between bothparties

Front 8

In what traditional ways are customers influenced?

Back 8

1. Controllable stimuli: Traditionalmarketing mix

2. Uncontrollable stimuli: demographic,personal…

Front 9

In what digital ways are customers influenced?

Back 9

1. Web experience (online controllablemarketing factors): Interactivity, website usability, trust, aesthetics

2. Web 2.0 experience (onlineuncontrollable marketing factors): weblogs, social networks, communities,taggingsp;

Front 10

How do organizations transform into customer led businesses?

Back 10

→ Get close to customers, listento them

→ Involve them

→ Serve them

→ Add value

→ Find the best ones

→ Nurture them into lifelongcustomers and advocates

→ Test, measure and improve

Front 11

Define the 5S objective

Back 11

1. Sell – Grow sales

2. Serve – add value

3. Speak – get closer to customer

4. Save – save costs

5. Sizzle – extend the brand online

Front 12

What are some different sell objectives?

Back 12

- Market development strategies (New market; existing product)

- Diversification strategies (New market ; New product)

- Market penetration strategies (Existing market ; Existing product)

- Product development strategies (Existing market ; New product)

Front 13

What are some different serve objectives?

Back 13

→ Metrics: bounce rate, duration of visit,conversion rates, email activity level, emotional response, outcomes

Front 14

What are some different speak objectives?

Back 14

→ Media types: paid, earned,owned

→ Speak and listen to customer

→ Content engagement (value / media / syndication / participation / accessplatforms)

Front 15

What are some different sizzle objectives?

Back 15

→ Using the internet as a brandbuilding tool → Add extra value, extend theexperience and enhance the image

- Protect the brand throughachieving trust about security and confidentiality

Front 16

What are some different Save objectives?

Back 16

→ Using the internet for costreduction

→ CPA = CPC/conversion rate

Front 17

What different components make up an e-strategy?

Back 17

→ Crystal clear objectives

→ Target markets, positioning andpropositions→ Optimum mix of tactical e-tools

→ Evolutionary stage

→ Online marketing mix

→ Integrated database

Front 18

What different steps make up the PRACE framework?

Back 18

- Plan

- Reach

- Act

- Convert

- Engage

Front 19

Name some different online revenue models

Back 19

→ Revenue from subscriptionaccess to content → From pay per view

→ From CPC advertising on site

→ From CPM display advertising onsite

→ From sponsorship of sitesections

→ Affiliate revenue

→ Freemium models

Front 20

What are some different approaches to assess online revenue models?

Back 20

1. eCPM (effective cost per mille): measureof the total revenue the site owner can generate when 1000 pages are served

2. Revenue per click (RPC) and earnings per click (EPC) based on 100 clicks to make it more meaningful for affiliated whowill only generate revenue for a small percentage

Front 21

Name some different social media models

Back 21

→ A broadcast network: one tomany, Sarnoff network, 20

→ A telephone and email network:many to each other, Metcalfe network, 20`2 = 400

→ A social network: many tonumerous, Reed network, infinite

Front 22

What are the different steps within the ALEA model?

Back 22

- Attention
– Learning

– Emotional response

–Acceptance

Front 23

What are the 5 stages of information processing according to Hofnacker?

Back 23

a. Exposure

b. Attention

c. Comprehension and perception

d. Yielding and acceptance

e. Retention