Lesson 2

Question 1

It is an interactive medium. It allows for the exchange of currency, but more than that, it allows for the exchange of value.

Answer 1

Internet

Question 2

It builds on and adapts the principles of traditional marketing, using the opportunities and challenges offered by technology and the digital medium.

Answer 2

Digital marketing strategy

Question 3

“a plan of action designed to achieve a particular outcome”

Answer 3

strategy

Question 4

It is a specific action or method that contributes to achieving a goal

Answer 4

tactic

Question 5

4 step in crafting a successful strategy

Answer 5

1. Context
2. Objectives
3. Value-Exchange
4. Tactics and Evaluate

Question 6

Who What

Answer 6

Context

Question 7

is an ideal way to understand your business and your market.

Answer 7

SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

Question 8

examined the market situation

Answer 8

Context

Question 9

examination of your value proposition

Answer 9

Objectives

Question 10

should speak to both system and story and the tools afforded by technology should be a starting point in the process of developing strategic objectives.

Answer 10

Objectives

Question 11

Digital marketing objectives should be aligned with the brand’s greater strategic objectives. True or False

Answer 11

True

Question 12

What value are you adding to the market, what are you trying to achieve and how will you know if you are successful?

Answer 12

Value-Exchange

Question 13

The objective of this is to increase sales by raising brand awareness online

Answer 13

Online Advertising

Question 14

It encompasses advertising in all areas of the internet

Answer 14

Online Advertising

Question 15

System of reward where by referrers are given a “finder’s fee” for every referrals they give

Answer 15

Affiliate Marketing

Question 16

Widely used to promote websites, with the referrers being rewarded for every visitor, subscriber or customer provided through their efforts.

Answer 16

Affiliate Marketing

Question 17

This is the practice of optimizing a website in order to rank higher on the search engine results pages

Answer 17

Search Engine Optimization

Question 18

It involves working on parameters set by search engines to ensure that search engines index it when people enter a search term that is relevant for a product or service

Answer 18

Search Engine Optimization

Question 19

It has a met role to play in acquisition, as it ensures your organization’s offering will appear in the search results, allowing you to reach potential customers.

Answer 19

Search Engine Optimization

Question 20

A from of direct marketing that uses electronic means to deliver commercial medsages to an audience.

Answer 20

Email Marketing

Question 21

One of the most powerful digital merketing tactics

Answer 21

Email Marketing

Question 22

It is a toll for building relationships with the potential and existing customers

Answer 22

Email Marketing

Question 23

It is a tool for building relationships with both potential and existing customer

Answer 23

Email Marketing

Question 24

The advertiser only pays for each click on their advent

Answer 24

Pay-Per-Click

Question 25

It is the most often used for the advertising on search engine results pages; it is also used in banner advertising

Answer 25

Pay-Per-Click

Question 26

They are keyword based

Answer 26

Pay-Per-Click

Question 27

Also known as consumer-generated media, or Web 2.0 are media created to be shared

Answer 27

Social Media

Question 28

It has changed the face of marketing by allowing collaboration and connection in a way that no other channel has been able to offer

Answer 28

Social Media

Question 29

It is useful for branding, raising awareness of the brand story and allowing customer to become involved in the story through collaboration

Answer 29

Social Media

Question 30

Process by ehich a brand monitors, measures and manages the conversstions that are happening around it online

Answer 30

Online Reputation Management (ORM)

Question 31

Are set of functions that foster an organization’s ability to listen to, alpreicate and respond to those people with whom it is exchanging value

Answer 31

WebPR

Question 32

It allows companies to engage in a more immedi form of communication. It is about connecting with customers

Answer 32

WebPR

Question 33

It is important in defining what successful value-exchange is worth to an organization and how this worth will be measured.

Answer 33

Metrics

Question 34

The metrics that matter to your business objectives are referred to as _____

Answer 34

Key performance indicators (KPIs)