Digital Marketing Frameworks & Models Flashcards
(23 cards)
What is the Marketing Funnel?
A model illustrating the theoretical customer journey towards purchase, typically stages like Awareness, Interest, Consideration, Intent, Evaluation, Purchase.
Mapping content types to funnel stages helps ensure you’re nurturing leads effectively from initial awareness to purchase.
What does the AIDA Model represent?
A marketing communication model representing stages: Attention (or Awareness), Interest, Desire, Action.
An effective ad first grabs Attention, builds Interest in the product, creates Desire for its benefits, and prompts Action (e.g., clicking a link).
What is the RACE Framework?
A practical framework for managing digital marketing: Reach (awareness), Act (interaction), Convert (lead/sale), Engage (loyalty/advocacy).
Planning KPIs for each RACE stage (e.g., Impressions for Reach, CTR for Act, CVR for Convert, Repeat Purchase Rate for Engage) provides a structured approach.
What does TOFU/MOFU/BOFU stand for?
Content categorization based on funnel stage: Top of Funnel (awareness, broad appeal), Middle of Funnel (consideration, education), Bottom of Funnel (decision, conversion-focused).
A blog post (TOFU) attracts visitors, a case study (MOFU) educates them, and a free trial offer (BOFU) aims for conversion.
What is the Flywheel Model?
A model representing business growth where delighted customers fuel referrals and repeat sales, creating self-sustaining momentum (Attract, Engage, Delight stages).
Investing in excellent customer service (Delight stage) can generate positive reviews and referrals, spinning the flywheel faster.
What is the Marketing Mix (4 Ps)?
Foundational marketing model: Product (what you sell), Price (how much), Place (where it’s sold/distributed), Promotion (how you communicate).
Defining the 4 Ps ensures a cohesive strategy – a premium Product needs appropriate Pricing, selective Placement, and targeted Promotion.
What are the 7 Ps of the Marketing Mix?
Extension of the 4 Ps for services: adds People (staff), Process (service delivery), Physical Evidence (tangible cues like website design, store layout).
For a SaaS company, knowledgeable support People and a smooth onboarding Process are crucial parts of the 7 Ps.
What is SWOT Analysis?
Strategic planning tool analyzing internal Strengths & Weaknesses, and external Opportunities & Threats.
Conducting a SWOT analysis helps identify areas where a marketing campaign can leverage strengths or mitigate weaknesses.
What does PESTLE Analysis examine?
Framework analyzing external macro-environmental factors: Political, Economic, Social, Technological, Legal, Environmental.
A PESTLE analysis might reveal upcoming data privacy regulations (Legal) impacting marketing data collection practices.
What is Porter’s Five Forces?
Framework analyzing industry competitiveness: Threat of New Entrants, Bargaining Power of Buyers, Bargaining Power of Suppliers, Threat of Substitute Products, Rivalry Among Existing Competitors.
Understanding Porter’s Five Forces helps assess the attractiveness and competitive intensity of a specific market niche.
What is the Ansoff Matrix?
Strategic tool for growth: Market Penetration (existing product, existing market), Product Development (new product, existing market), Market Development (existing product, new market), Diversification.
The Ansoff Matrix helps decide whether to grow by selling more current products to current customers or exploring new products/markets.
What is the BCG Matrix?
Portfolio management tool categorizing products/business units based on Market Growth Rate and Relative Market Share (Stars, Cash Cows, Question Marks, Dogs).
The BCG Matrix helps decide resource allocation: invest in Stars, maintain Cash Cows, evaluate Question Marks, divest Dogs.
What is the Content Marketing Matrix?
A tool plotting content types based on goal (Entertain, Inspire, Educate, Convince) and format (e.g., article, video, infographic) against funnel stage (Awareness, Consideration, etc.).
Using the Content Marketing Matrix helps plan a balanced content strategy that addresses different audience needs and goals.
What is a Customer Journey Map?
A visual representation of the customer’s experience across various touchpoints with a company, including their actions, thoughts, and emotions.
Creating a Customer Journey Map helps identify pain points and opportunities for improving the user experience at each interaction stage.
What is a Buyer Persona?
A semi-fictional representation of an ideal customer based on market research and real data about existing customers (includes demographics, goals, challenges, etc.).
Developing detailed Buyer Personas ensures marketing messages and content resonate with the target audience.
What is a Unique Selling Proposition (USP)?
The distinct benefit or feature that differentiates a product/service from competitors in the minds of customers.
Domino’s original USP ‘Pizza delivered in 30 minutes or it’s free’ clearly differentiated them based on speed and reliability.
What is the Value Proposition Canvas?
A tool mapping customer needs (Jobs, Pains, Gains) to a product’s value proposition (Products/Services, Pain Relievers, Gain Creators) to ensure product-market fit.
Using the Value Proposition Canvas helps articulate exactly how a product solves customer problems and creates desired outcomes.
What are Pirate Metrics (AARRR)?
A startup metrics framework focusing on key user behaviors: Acquisition, Activation, Retention, Referral, Revenue.
Tracking AARRR metrics provides a clear view of funnel performance and growth levers for a digital product.
What is the HEART Framework?
A UX metrics framework focusing on user experience goals: Happiness, Engagement, Adoption, Retention, Task Success.
Applying the HEART framework helps measure the quality of user experience beyond just conversion rates, using metrics like satisfaction scores or feature usage.
What is the See Think Do Care Framework?
A customer journey model based on audience intent stages: See (largest addressable audience), Think (considering options), Do (ready to act/buy), Care (existing loyal customers).
Aligning marketing channels and messaging to the See, Think, Do, Care stages ensures relevance based on user intent (e.g., brand awareness ads for See, tutorials for Think).
What is the Golden Circle model?
A model suggesting companies should communicate their purpose (Why) first, then how they achieve it (How), then what they do (What) to inspire action.
Structuring marketing messages around the company’s core mission (Why) can create stronger emotional connections than just listing features (What).
What is STP Marketing?
A strategic marketing approach: Segmenting the market, Targeting specific segments, and Positioning the product/brand effectively for those target segments.
STP ensures marketing efforts are focused on the most relevant audience segments with a message tailored to their specific needs and perceptions.
What are Brand Archetypes?
Using universal symbolic character types (e.g., Hero, Sage, Innocent, Rebel) based on Jungian psychology to define a brand’s personality and connect with audiences on a deeper level.
Defining a brand as the ‘Sage’ archetype guides messaging towards expertise, wisdom, and guidance, attracting customers seeking knowledge.
