lesson 6

Question 2

What is the importance of a Digital Marketing and E-Commerce plan?

Answer 2

Sets measurable goals, inspires with shared goals, ensures goals are actionable, aligns channels and content, prioritizes time and effort, allows optimization of the strategy

A digital marketing plan enables management to gauge success and determine necessary improvements.

Question 3

What are the key components of a Digital Marketing and E-Commerce plan?

Answer 3

Clear campaign objectives, strategies, and a calendar schedule

These components help drive effective digital traffic and conversion to E-Commerce platforms.

Question 4

Define the objectives of a Digital Marketing Campaign.

Answer 4

Campaign objectives outline the intentions of the marketing team, provide direction for team members, and offer information for executives to review

Each campaign should align with digital marketing objectives relevant to the target market.

Question 5

What are the types of campaign objectives?

Answer 5

• Increase Online Visibility
• Increase Targeted Traffic
• Increase Sales
• Retain Existing Customers
• Become a Resource Authority

Each objective serves a specific function in enhancing a brand’s presence and customer engagement.

Question 6

What does SMART stand for in SMART goals?

Answer 6

Specific, Measurable, Achievable, Relevant, Timely

SMART goals provide clear criteria for setting targets and measuring progress.

Question 7

Fill in the blank: A _______ goal must have criteria for measuring progress.

Answer 7

SMART

Question 8

What is the purpose of setting SMART goals?

Answer 8

To provide direction, motivation, clear focus, and clarify importance

SMART goals increase the chances of achieving set objectives.

Question 9

Explain the role of campaign strategies in a digital marketing campaign.

Answer 9

Campaign strategies are the most effective methods to achieve defined campaign objectives, with each strategy having a SMART goal attached

Strategies should align with the overall campaign goals.

Question 10

True or False: Digital marketing activities should work in silos.

Answer 10

False

Integrated digital strategies are more effective in communication and save money.

Question 11

What does it mean to prioritize time and effort in a digital marketing plan?

Answer 11

To focus on important marketing functions within a realistic timeline

This helps the team achieve the company’s goals effectively.

Question 12

What is the significance of aligning channels and content in digital marketing?

Answer 12

To achieve an integrated digital strategy that enhances communication and effectiveness

Working together saves resources and maximizes impact.

Question 13

What should a digital marketing campaign calendar indicate?

Answer 13

All the digital marketing activities required to achieve the objectives

A clear schedule ensures timely execution of campaign strategies.

Question 14

Describe the importance of measurable goals in a digital marketing plan.

Answer 14

Measurable goals create tangible targets for teams to work towards and allow management to gauge success

This facilitates informed decision-making for future marketing strategies.

Question 15

Fill in the blank: A digital marketing campaign is a series of digital marketing activities across multiple digital channels that share similar _______.

Answer 15

objectives and goals

Question 16

What is the outcome of a well-defined campaign objective?

Answer 16

It provides direction for team members and information for executives to support the campaign

This alignment ensures all marketing efforts are focused on achieving the same goals.

Question 17

What is the SMART goal for retaining existing customers?

Answer 17

Achieve 80% response rate to Facebook feedback and enquiry within 48 hours by 31 December 2022.

SMART stands for Specific, Measurable, Achievable, Relevant, Timely.

Question 18

Define ‘Specific’ in the context of SMART goals.

Answer 18

Defines the specific action required on a specific social media channel.

Question 19

What does ‘Measurable’ refer to in SMART goals?

Answer 19

80% response rate.

Question 20

Explain ‘Achievable’ in SMART goals.

Answer 20

A 48-hour timeframe to reply to a customer response is not overly ambitious.

Question 21

What does ‘Relevant’ mean in SMART goals?

Answer 21

This is a social media management task that is relevant to the digital marketing objective.

Question 22

What is the meaning of ‘Timely’ in SMART goals?

Answer 22

End of December is the deadline.

Question 23

What is the campaign objective for increasing online visibility?

Answer 23

Better online presence often means establishing your website and owned social media pages while using paid media to get good exposure.

Question 24

List examples of online campaign strategies for increasing online visibility.

Answer 24

• Build a website with quality content (owned)
• Improve quality of content across multiple social media platforms (owned)
• Reach out to more audiences by partnering with publications to create sponsored content (paid)

Question 25

What campaign objective focuses on increasing targeted traffic?

Answer 25

Attain the best leads by identifying the appropriate channels to focus on, search engine visibility, and the right content to attract these leads.

Question 26

List examples of online campaign strategies for increasing targeted traffic.

Answer 26

* Targeted exposure of paid banner ads to high potential leads (paid) * Improve SEO positioning for important search terms (owned) * Link social media content to your website’s E-Commerce product pages (owned)

Question 27

What is the campaign objective for increasing sales?

Answer 27

Gain revenue by leading customers to purchase with strong differentiators, assurances, and promotions.

Question 28

List examples of online campaign strategies for increasing sales.

Answer 28

* Showcase competitive advantage with content focusing on unique product features (owned/earned/paid) * Increase positive reviews from previous customers (earned) * Provide discounts to prospects that have abandoned their carts (owned)

Question 29

What is the campaign objective for retaining existing customers?

Answer 29

Focus on existing customers by encouraging repeat purchase, ensuring a continued relationship with the brand, and addressing dissatisfied customers.

Question 30

List examples of online campaign strategies for retaining existing customers.

Answer 30

* Encourage previous customers who have not been active to buy again (owned) * Reconnect with previous customers by encouraging them to follow our brand on social media (owned) * Manage negative comments on owned social media channels (owned)

Question 31

What is the campaign objective to become a resource authority?

Answer 31

Establish your brand as thought leaders in your industry by being top in search engines, strong with earned media, and regularly creating valuable content.

Question 32

List examples of online campaign strategies for becoming a resource authority.

Answer 32

* Establish inbound links from other websites to our website (earned) * Attain earned media by encouraging previous customers to share positive reviews (earned) * Develop consistent blog content with expert opinions on relevant topics (owned)

Question 33

What is a Digital Marketing Campaign Calendar?

Answer 33

A tool to help you plan and schedule all your digital content in advance.

Question 34

What are key benefits of a Digital Marketing Campaign Calendar?

Answer 34

* Keeps the team on track * Helps plan content in advance * Ensures timely delivery of work * Visualizes content strategy over time and across platforms

Question 35

What are the six steps in developing a Campaign Calendar?

Answer 35

* Mark down the goal deadlines * Mark down the key dates and occasions * Mark down all channel's content release * Sort out the one-shot content * Sort out the series of content * Mark down the internal timeline

Question 36

What is the first step in developing a Digital Marketing Campaign Calendar?

Answer 36

Mark down the date where the campaign ends.

Question 37

What should be included in a content calendar?

Answer 37

* Key business dates such as holidays * Events * Launches * Local, national, and international dates

Question 38

True or False: A content calendar helps marketers make last-minute decisions.

Answer 38

False

Question 39

Fill in the blank: A campaign calendar allows for proper _______ and ample time for research, creation, and execution.

Answer 39

[preparation]

Question 40

What should be completed by the campaign deadline?

Answer 40

All campaign strategies and activities ## Footnote Ensure that the campaign deadline aligns with the deadlines within your SMART Goals.

Question 41

What is the second step in developing a Digital Marketing Campaign Calendar?

Answer 41

Mark down all the important occasions and key dates ## Footnote This includes relevant festive occasions and important marketing dates.

Question 42

Name three examples of relevant festive occasions worth celebrating.

Answer 42

* Christmas * Hari Raya * Deepavali ## Footnote Other examples include Valentine's Day and Mother's Day.

Question 43

What types of dates should be marked down for company marketing activities?

Answer 43

* New product launch date * New retail store opening * Company anniversary * Store closure/renovations

Question 44

What are content release dates?

Answer 44

Dates when owned, earned, and paid content is made available across channels ## Footnote Include specific indications of the media channels used in the campaign.

Question 45

Define one-shot content.

Answer 45

Content that appears once or for one specific period of time only.

Question 46

What should be considered when scheduling one-shot content?

Answer 46

The impact on your business. ## Footnote For example, a brand may focus on improving sales during New Year's Eve.

Question 47

What is a series of content?

Answer 47

Content that appears regularly, such as daily, weekly, or monthly.

Question 48

What is the goal of a scheduled series of content?

Answer 48

To provide continuous exposure for the brand and engage followers.

Question 49

What is included in the internal timeline?

Answer 49

The time employees have to develop content ahead of its release date.

Question 50

What does the internal timeline allow the marketing team to do?

Answer 50

Work backwards from the content’s release date.

Question 51

List some additional information that may be included on a marketing calendar.

Answer 51

* Title * Headline or caption * Time to post * Format of content * Platform to post * Special instructions

Question 52

Fill in the blank: The campaign objectives should be defined before determining the appropriate _______.

Answer 52

[campaign strategies]

Question 53

What are the types of campaign objectives?

Answer 53

SMART Goal Statement for Campaign Strategies.

Question 54

Why is a campaign calendar important?

Answer 54

It helps in organizing and planning marketing activities effectively.