L3

Question 1

In order to define an organization’s CRM strategy it is LIST OF 5

Answer 1

1. The markets it operates in (regulatory environment, vertical, maturity…)
2. The products it sells (virtual vs physical)
3. The channels by which it reaches its customers
4. Its organizational characteristics in terms size, structure geography and politics
5. The customers it has relationships with

Question 2

Branding vs Customer Marketing (match properly) Part 1 of 2 Branding:

Answer 2

Branding:

-comes first
-get’s a customer’s attention
-drives recognition
-branding long term

Question 3

Branding vs Customer Marketing (match properly) Part 2 of 2 Customer:

Answer 3

Customer Marketing:

-comes second
-keep their attention
-drives sales
-marketing short-medium-long term

Question 4

Framework: classifying digital marketing channels (match
properly) List of 3

Answer 4

Earned Media - Sharing
Paid Media - Advertising
Owned Media - Web Properties

Question 5

Display & Remarketing. What’s the difference? Part 1 of 2 Display Adv

Answer 5

1- Marketer selects a target audience by filtering database with several KPIs and «buying» lookalike audiences on specic marketplace
2- Selected User are then target with an ad relevant to their interest

Question 6

Display & Remarketing. What’s the difference? Part 2 of 2 Remarketing

Answer 6

1- User visited a specific product page
2- User is then targeted with
a Display ad with the product he saw

Question 7

Closed Loop Marketing Overview (sort properly)

Answer 7

1- Create Campaings
2- Execute campaign
3- Collect response data
4- Analyse results
5- Generate insights

Question 8

Campaign Management steps (match left with right column) Part 1 of 3

Answer 8

Identify Target Audience: Who do we want to communicate with? where are they?

Create offerings: It includes selection of media, def of timing, preparation of materials

Prepare to handle responses: Produce enough “response packs” to satisfy demand, Avoid people waiting.

Question 9

Campaign Management steps (match left with right column) Part 2 of 3

Answer 9

Deliver the Message: Run the Advertising or send the mailing.

Capture responses: Future campaigns will be easier to plan and more likely to succeed if they are based on previous experience

Question 10

Campaign Management steps (match left with right column) Part 3 of 3

Answer 10

Specify Stages: Objectives have to be specific, measurable, achievable, realistic and timed.

Define Stages: With existing customers sale or commitment may be achieved with one stage.