Inbound Marketing - ANS Pull Strategy, closely aligned with digital marketing, attracts leads by providing helpful content
Outbound Marketing - ANS Associated with traditional and digital marketing, uses volume and repetition to spread word of existence, push strategy
Owned Me...
Inbound Marketing - ANS Pull Strategy, closely aligned with digital marketing, attracts leads
by providing helpful content
Outbound Marketing - ANS Associated with traditional and digital marketing, uses volume
and repetition to spread word of existence, push strategy
Owned Media Example - ANS Blog, Website, Social Media Account,
Paid Media Example - ANS Display Ads, Social Media, Retargeting
Earned Media Example - ANS Word of mouth promotion, reviews, and mentions
Direct Marketing - ANS Mailings and brochures, flyers, and coupons
Broadcast Marketing - ANS Product placement, program sponsorship, and cinema
advertisement
Referral Marketing - ANS Fidelity cards, word of mouth, and discounts for sponsorships
Traditional Marketing characteristics - ANS Outbound, one-to-many, mass, passive
audience
Digital Marketing characteristics - ANS Active audience, inbound, one-to-one, individual
3i principles - ANS 1. Initiate
2. Iterate
3. Integrate
What elements of a SMART objective are illustrated in the following statement?
In order to establish myself as a digital marketing expert, I will complete a diploma in digital
marketing. - ANS Specific and Measurable
Audience Research - ANS Survey tool, marketing research company, social media
platform, behavior analytics
, Social Listening - ANS Hootsuite, hashtags, Tweetdeck, influencers
Social listening - ANS identifies audiences interests
market research - ANS provides third-party analysis of specific topics
What are the main benefits of a 360 marketing campaign? - ANS Optimizes for scale and
relevance, covers the entire buying cycle
Steps of framework for managing projects - ANS 1. Identify the project or campaign
2. Write a project brief
3. Develop goals and objectives
4. Get input from the team
5. Map out timelines and tasks
Why use content marketing in a digital strategy? - ANS Grows brand or business
awareness, Increases SEO rankings, Recruits brand advocates
What are the potential benefits from including social listening in a content strategy? - ANS
Identify customer sentiment in relation to your brand
Spot risks such as emerging competitors
What needs to be analyzed when conducting a competitor content audit? - ANS Social
following and new format adoption
Suppose you have already defined your personality, brand, and goals, and identified your
audience. What is the next step involved in creating your brand business story? - ANS Map
story to personas
It's important that there is room for a creative spark when developing content.
Identify the steps involved in the creative process. - ANS Create Prototypes, brainstorming
ideas, leave the idea alone for a period
Identify the best practices to consider when creating image content. - ANS Consider the
rule of thirds
Use text that develops the story or helps drive action Use clean and simple images
Identify the best practices to consider when creating video content. - ANS Consider the
tone and accent of the voiceover used
Quickly inform the viewer of the video subject
Understand the importance of location
What are the benefits of content personalization? - ANS Increases brand affinity
Increases conversion rates
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