Informing Marketing Programs

The most common use case for digital data is, of course, to support the development of marketing programs—whether it involves understanding the audience, how that audience engages with content, or where the audience tends to spend their time online.

• TRUE

• FALSE

Using digital data to inform marketing program is the most common use case for digital data. There are four categories most marketers focus on when applying digital data to marketing programs. They are audience, content, channels and one other. Which of the following is the last category?

• Social media

• Behavior

• Technologies

• Prior campaign performance

Marketers often assume that their traditional segmentation models are the ones they should use to target through external outreach.

• Audience

• Content

• Channels

• Previous campaign performance

A critical marketing planning input is where our audience tends to spend the majority of their time online.

• Audience

• Content

• Channels

• Previous campaign performance

it is important to understand the keywords and phrases that people use, those keywords and phrases that bring people to your website, how people engage on your website, and how people feel about the experience.

• Social media landscape analysis

• Search and owned analysis

• Media analysis

• Mobile device analysis

It can tell you where the audience congregates and shares content, tell you what the key conversation themes might be, give you a window on who the audience is, and begin to give you a sense of how media is consumed.

•  Social media landscape analysis

• Search and owned analysis

• Media analysis

• Mobile device analysis

What is the first step in performing a social media landscape analysis project meant to inform marketing planning?

• Determining the focus area

• Defining data inputs

• Outlining the brand objectives

• Developing a set of keywords

Who is talking about the brand online? What are the key topics of conversation? Where do the majority of conversations take place? These are just a few of the sample research objectives or questions you could ask.

• Situation overview

• Research objectives

• Project scope

•  Type of deliverable

The percentage of conversation happening about your brand versus about competitor brands.

• Current share of voice

• Current share of conversation

• Location of conversations

• Keywords people are using online

The share of conversation would be calculated by dividing the volume of conversation about Dell by the volume of conversation happening about personal computing.

• Current share of voice

• Current share of conversation

• Key conversation themes

• Keywords people are using online