Unit 2 - Prepare Digital Marketing Strategy - Part 4

Unit 2 - Prepare Digital Marketing Strategy - Part 4

Set up the digital marketing campaign process

One common way to do it...

(10 Steps)

Multiple Select

Step 1. Define Goals

Defining goals and measuring them carefully.

Marketers can see, adjust, pivot, or even turn off campaigns that are not meeting set goals.

Marketing goals can include

• brand awareness

• follower growth,

• conversions

• lead generation

• develop new technology

Multiple Choice

Step 2. Define the Target Market

Choosing the market segment/people a firm wants to focus on

Which of the following is NOT part of the process to define a target market

• run analytics on website

• check out their competition

• find a niche market to target

• define the budget

Multiple Select

Step 3. Develop Buyer Personas

Describe this person in detail – what they do for a living, their annual income, family situation, age, likes and dislikes.

This is a short summary of an ideal customer for the business

We need to consider the customers’

• demographics

• fears

• goals

• online behaviours

Multiple Select

Step 4. Define the Budget

In any digital marketing campaign, a budget is necessary and crucial.

How much the firm is willing to pay. It gives a basis on what to do:

• with its marketing efforts

• provide an overview of the resources

• tell customers what to do

Step 5. Choose the Channels to Use

Firms should utilise many channels.

A B2B company should also not be using the exact same channels as a B2C company

Step 6. Do Keyword Research for SEO and PPC

Firms planning on running Google Ads (PPC)

or optimising their website for search engines optimisation (SEO)

will need to do some keyword research.

Multiple Select

Keywords are words that users type into _____________ in order to find a product or service or answer a question.

• search engines

• company's website

Multiple Choice

Keywords

The trick to finding keywords for any firm is for the firm to put itself in its ___________ shoes.

• customer’s

• seller's

Multiple Choice

Step 7. Set up Ads on Social Media Platforms

Once the research is completed and goals set, firms can jump into social media advertising.

Wherever they decide to advertise (Facebook, Instagram,Twitter), firms will need to create engaging ________________ that _____________ with their audience.

• advertisements, resonate

• financial statements, resonate

• advertisements, disagree

• financial statements, disagree

Multiple Select

Step 8. Manage Social Media Profiles

After setting up the account, you will need to manage and monitor the accounts

Two management techniques to use are

• Follower growth

• Reputation management

• Place advertisements in magazines

Multiple Select

Step 9. Formulate an Email Marketing Strategy

Email marketing can be incorporated with the social media side of a campaign.

Social media can be used to collect emails

Firms can also use emails to ____________ follower growth on their social media platforms

• encourage

• discourage

Multiple Select

Step 10. Set Up Remarketing

Remarketing tools should be used throughout a digital marketing campaign, as it allows firms to capture sales that they might have otherwise lost.

If someone browses a product, but does not make a purchase then, firms can retarget them with social media ads, Google Ads or _____.

• emails

• Printed Newspaper Ads