Revision Flashcards

Question

What is involved in the eighth step of the 13-step plan (testing)?

Answer 1

A testing plan should be agreed with all your channel experts and creative contributors in advance on a single timeline to avoid any confusion over the true cause of any changes. For example, this might include multivariate testing on a new website's home page headline in the week after launch.

Answer 2

Confirm the anticipated budget spend for every channel. Prepare detailed forecasts of your omnichannel campaigns, so you can assess how you are performing against set targets and whether you are on course to meet your ROI (Return On Investment) goals. Include your financial KPIs (Key Performance Indicator) here and monitor on a daily, weekly, monthly and/or quarterly basis.

Answer 3

Determine how to complete customer requests from your marketing campaign. Excellent fulfilment is crucial for any marketing campaign. Some typical campaign fulfilment actions include: Handle inbound calls Respond to emails Process orders Send mail piece

Answer 4

Identify the key dates of your campaign and milestones or deadlines. Pull together all of the key dates for the campaign into one place, so you can see the full customer journey. This should be a live document that your team and your stakeholders can access and integrate into their workflow. E.g. a Gantt chart or an online tool such as Trello.

Answer 5

Determining control measures is important to let you know you are on track to achieve objectives. This section of the plan should detail which KPIs are measured daily/monthly/quarterly, by whom, and what should happen if you are significantly off target. Both qualitative and quantitative KPIs should be tracked. Qualitative KPIs include measures of customer satisfaction, while quantitative KPI's refer to a number of customers reached, sales generated, pipeline created and results. Each piece of communication should have at least one KPI, so its effectiveness can be measured.

Answer 6

Feedback should cover: The effectiveness of the campaign: - Did the campaign meet the SMART campaign objectives, which areas excelled, and which areas were below target? Consider by channel, objective, creative and audience. Effectiveness of the processes: - Were deadlines met? Was your communication sufficient? What problems arose? Do we have sufficient processes in place to prevent similar problems in the future? What went well, are we in a position to replicate the effective elements of the process? Bringing together all this information creates a full picture of effectiveness and how future campaigns can be improved and where marketing budget can be best invested in future.

Answer 7

When integrated effectively, your offline channels will amplify the impact of your digital marketing by reinforcing your message and can be more effective in driving conversion.

Answer 8

Many companies feel that they do not have the resources to implement a strategy and acquiring them can be expensive. E.g. an OCC can require technological upgrades for a company, which can be costly. OVERCOME: Work with the finance team and department leads to find new budget or divert form existing activity. Phase the roll out to start small and grow across more channels over a period of time.

Answer 9

Navigating the implementation of an OC approach can be complex if you don't have buy-in from senior management or directors. It can be a struggle to persuade management of the benefits of integrated planning. OVERCOME: Gather evidence through research. Plan small-scale campaign activity to use as a trial and use A/B tests to test the hypothesis that omnichannel is more profitable. You can then use these results to justify a larger roll-out. Once you have proved the potential to grow your organisation, you will be able to work towards getting buy-in from the stakeholders. The more your stakeholders see it working, the more likely they’ll be to come on board.

Answer 10

Managing data across channels is certainly not an easy task and usually requires technical expertise from staff. Companies must have the data capability to deliver multiple content formats through multiple channels. OVERCOME: use a customer data platform that can unify customer data from different sources and provide a single view of the customer. Tools such as customer data mapping can make the bigger picture seem less overwhelming. You can determine different KPIs for each stage of the CJ to break down what can be a very complex picture. To help employees develop the necessary skills to use new systems and follow new processes, which can be much more technical than they have been used to with traditional methods, an internal onboarding system should be put in place that allows employees to follow a standardized series of step-by-step instructions for learning new tasks or software. This will alleviate employee concern over handling unfamiliar situations and how to go about finding the right answers.

Answer 11

Many businesses are structured so that activity is scheduled by each separate channel/product departmental lead. However, a consistent brand message may require a great deal of collaboration across multiple departments within a company, which can result in resistance or conflict. OVERCOME: create a proposal as to how alternative processes can facilitate omnichannel processes without the necessity to completely restructure teams. This might include: - Scheduled regular meetings - Shared document storage - Shared planning documents - Shared objectives Patience and understanding will be very important. It will need to be emphasised that every team/channel is playing a vital role in achieving the overall objectives, particularly when it might seem that one is prioritised over another. The emphasis is on a unified goal that can only be achieved collaboratively. Make it clear to peers leading other teams that you are working to achieve their own objectives as much as your own objectives, and demonstrate how this can be achieved through an omnichannel approach.

Answer 12

A lot of people are inherently resistant to change, particularly when they have been working in a certain way for a long time. At the heart of this resistance is usually: - Lack of trust in management – if they mess this up, will my job be at risk? - Control – my job will be less interesting if I have to follow rigid processes rather than make my own decisions - Time – this new process won’t leave me time to do the rest of my job - What’s in it for me – other teams will get all the praise for the outcome of this - Lack of understanding – I don’t see why this new approach is better than the current way - Perceived difficulty – it will be too challenging to learn new ways of working OVERCOME: The solution is to provide training and support for employees, and to involve them in the planning and implementation process. Without emotional investment and a clear understanding of the impact of the project, employee resistance is bound to increase. To avoid this, ensure employees understand the impact of the change on their functional areas, understand how they benefit from it and are motivated to acquire new skills to achieve this. Clear messaging and regular communication is key. Create a vision that the team can believe in and empower them to deliver it. Address the specific causes of the resistance to change: e.g. provide reassurance, incentives and give credit where it’s due. Regularly engage with feedback to nuture morale and productivity. Be open and transparent throughout the planning process to increase employees’ feelings of involvement.

Answer 13

At its simplest level, ‘customer-centric’ means creating a business approach that puts your customer at the core of your business. This is more than simply offering great customer service; it’s offering a great experience which starts when someone first becomes aware of your business, throughout the purchasing process, and continues post-purchase.

Answer 14

Churn Rate Customer Lifetime Value Net Promoter Score

Answer 15

The number of customers who left in the last 12 months divided by the total customers (during the same period).

Answer 16

New customer acquisition is tougher and more expensive than retaining customers. This has a direct financial benefit to the business. Acquiring new customers can cost up to 5x more than retaining customers. Harvard Business School reports that higher retention rates of 5% can increase profits by 25% - 95%.

Answer 17

This is the value a customer provides - normally revenue - for the length of time they are a customer, less the cost to acquire them.

Answer 18

This is a measure of how happy your customers are based on one simple question: “How likely is it that you recommend [your company, product or service] to a friend or colleague?” Detractors score 0-6 Passives score 7-8 Promoters score 9-10 % promoters - % detractors = NPS

Answer 19

More profitable - Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. Why? Customer-centricity brings: 1. Increase in customer lifetime value and a reduction in churn: - loyal customers purchase more products and purchase more frequently, according to InMoment (2018) - According to the book ‘Marketing Metrics’, businesses have a 60% to 70% chance of selling to an existing customer while the probability of selling to a new prospect is only 5% to 20% 2. Greater likelihood of promoters for your brand, especially if an emotional relationship is formed - Those with an emotional bond with your brand recommend at a rate of 71% (way above the average of 45%) 3. Cost saving opportunities - the better you understand your customers and their wants/neds, the easier it is to make business more efficient as you are better able to deliver the right product/service first time, in the minimum time frame. Keeping customers happy reduces customer service resources. 4. Opportunities for growth - similarly by getting closer to your customers you are more likely to identify new ways or niches to sell or promote your business 5. Differentiated service & unique competitive advantage - Finding out why your customers buy from you will help you to develop and promote your unique advantage to more effectively target great new customers 6. Build a productive company culture: To be truly customer-centric, a business must also be employee-centric and strive to establish ways to engage their workforce, bringing their day to day experiences of delivering value to customers into decision making processes. This will create a more rewarding company to work for, and a more rewarding company culture, as well as improving the experience of the customer.

Answer 20

1. Define and focus on your core customers 2. Segment to create relevant marketing 3. Learn the customer's perspective 4. Create customer personas 5. Map the customer journey and touchpoints 6. Take the customer pulse

Answer 21

Marketing to everyone tends to lead to diluted messaging and content. Developing a focus on those customers who will benefit most from your product allows super-targeted marketing. How do you know who your core customers are? Data analysis will help to identify your core customers. From your data, attempt to answer these key questions: Who are your customers? Who is most/least valuable? What do they buy from you? Who will be your customers (key prospects)? This will allow you to start segmenting your customers based on current and potential value. With this insight you can then begin to create a strategy for each key group to either increase or maintain their value. Or reduce your business costs to increase the profitability of your lower revenue customers. This takes into account Return on Marketing Investment (ROMI) to make sure your plans moving forward are appropriate to the value of the customer.

Answer 22

The amount that can be spent on marketing while preserving the required profit margin.

Answer 23

There are many ways you can segment your audience, from the products and services they use, to how active they are, to how they engage with your business. Again, data insight will be the foundation of this planning. A useful starting point is to define your customers based on their current life stage with you. (From prospects, through to loyal customers, plus lapsed customers who need ren-engaging). Clearly the needs of a prospect who has never used you and a customer who has used you several times will be very different. Having the data insight available to you to target each segment with the relevant message at the relevant time is key to intelligent marketing.

Answer 24

Viewing the world through the eyes of your customers is at the heart of customer-centric marketing. Anything you can do to enable this will benefit your approach.

Answer 25

A picture of what key customer groups look like, including needs, desires, fears, and ambitions. Once you have created these, show them to customers to confirm your assumptions.

Answer 26

The creation of a visual illustration process, showing tasks and perceptions throughout a customer's relationship with your business. Mapping these moments will enable you to identify the key moments in the interactions between customer and business. It allows a comparison of the experience you want them to have and the experience they are actually receiving.

Answer 27

Ask your customers for their opinion and feedback. We mentioned Net Promoter Score earlier, other options include surveys, focus groups, or panels. These can be made really short or in-depth and help give you both a true perspective of your business as well as the opportunity to learn how customers actually refer to you e.g. the language they use, to enable you to mirror this in future communications.

Answer 28

Create customer-centric content – content around helping rather than selling to customers. Based on your target customer, what their persona informs you about needs, fears and wants and how can you solve this informs how best to engage and support. Analytics – Rather than assume, use the customer data available from their actions, behaviours and direct feedback to create the insight needed to guide decisions. Reporting and Success Measures – ensure that as well as sales and performance measures, there is business-wide reporting on engagement and customer feedback measures. How is the NPS score changing and why? Is the Life Time Value of customer increasing and how is this reflected across any additional spend? What social media or forum comments are being captured and what positive sentiment do these provide?

Answer 29

A persona is a detailed description of a fictional character that represents your audience (or a segment of your audience), and communicates their primary characteristics, in a way that can be used across the company in a usable and effective manner. It allows you to think about your future buyer in a human way, so they’re not just a collection of data points. These things may not necessarily be true of every buyer in your audience, but they help represent an archetype in a tangible way.

Answer 30

Different customer groups have different needs, so you need to position your business and offer in different ways. Personas help you to begin to work out what customers from the different segments of your customer-base want. Understanding your customers helps you to create more targeted and personalised marketing pieces, developing the relationship you have with them.

Answer 31

Compile data from your CRM database, Google Analytics, social media analytics, E.g.: - age - location - spend and frequency of spend - interest - job title and sector (for B2B) Look at the channels they interact with you on Identify goals and pain points when dealing with you (e.g. by using social listening tools, speaking to customer support team) Gather further info from sources such as customer surveys, interviews, web exit polls, etc.

Answer 32

- Do we broadly understand our customers' interests and habits? - Do we understand the personal values of our customers and how they influence their purchasing decisions? - Do we know what our customers like about us, and the things they don’t? - Do we understand why our customers sometimes prefer to buy from our competitors? - Do we understand how price-conscious our customers are?

Answer 33

Known data - Collected directly from asking the subscriber such as date of birth, address, company size, and preferences. Behavioural data - Tracked behaviour on your website or with your email campaigns, search terms, content consumed. Purchase/transaction data - Including what, when, and how many times they’ve purchased or used your service and what they bought or used. Contextual data - Info around their interaction with your business – where are they, what device are they using, weather conditions, time of day (all of this can be used to trend and predict future engagement).

Answer 34

Email call to action: - e.g. link to a dedicated page or online survey Preference centre: - e.g. within account settings, you can include an area allowing your customers to define their own preferences (such as channel opt-ins, favourite or preferred content). Remember customers are unlikely to respond to your questions unless they understand why you are asking and how it will benefit them in the future. So provide a value exchange: e.g. - to help us make these emails more personal to you, play our 30 second quiz - Tell us when we should say "Happy Birthday", and we'll send you a treat near the time.

Answer 35

Customer journey mapping is a method of visualising when and how a customer interacts with your brand. The process begins by compiling a series of user goals and actions into a timeline skeleton. Next, the skeleton is fleshed out with user thoughts and emotions in order to create a narrative. Finally, that narrative is condensed into a visualization used to communicate insights that will inform marketing activity. Journey mapping creates a holistic view of customer experience, conveying information in a way that is memorable, concise and that creates a shared vision.

Answer 36

Does the journey join up? If not, where are the disconnects or silos? How does each touchpoint impact on the experience? Is the experience defined by your company's needs, or the needs of your customers?

Answer 37

Tasks – What is the customer trying to obtain at this stage? What is it that they want to accomplish, and what tasks do they need to complete to get them there? Touchpoints – How does the customer interact with the brand at this point? This is an encounter where customers and your business exchange information, provide a service or handle a transaction. Questions – What does the customer want to know at this stage? Emotions – What is the customer feeling at this stage in the process? Weaknesses – Does the brand let the user down at this stage, and, if so, how?

Answer 38

1. Look for points in the journey where expectations are not met. 2. Identify any unnecessary touchpoints or interactions. 3. Identify the low points or points of friction. 4. Pinpoint high-friction channel transitions. 5. Evaluate time spent. In your journey map, provide time durations for the major stages of the journey 6. Look for moments of truth (make or break moments) 7. Identify high points or points where expectations are met or exceeded.

Answer 39

Build critical segments in your marketing data platform based on the customer profiles by matching these to key moments in the journey. This creates an ‘always on’ set of sends, that do not require the resources of the marketing team to send out each week or month. You can use your customer data to trigger automated responses. Common examples include: birthday celebrations, tailored offers when a customer has not bought for ‘x’ days, reminders and renewals based on past transactions and abandon follow-ups if a process is not completed. These targeted, automated, responses are a very effective way to build and enhance your customer relationships.

Answer 40

Simply put, strategy refers to the plan to achieve a goal while the tactic is how you execute the plan. Your marketing strategy is your map and your tactics are the bits of kit you use to reach your destination.

Answer 41

STP stands for Segmentation, Targeting and Positioning. It is one of the most commonly used marketing models used to design and inform strategy in a customer-focused way. Segmenting means dividing people with similar characteristics into groups Targeting means deciding which groups to contact and which not to contact, based on actual or potential value and likely Return of Marketing Investment (ROMI) Positioning refers to the core messages needed to meet your customers' needs, desires, and wants to make the content of value

Answer 42

The phenomenon whereby the combined impact of using two or more media is stronger than using either medium alone. A study from Think Box looked at marketing from Sainsbury's. When customers were only shown Twitter messages brand recall was 4%, with TV on its own creating 8% recall. However, when Twitter and TV were shown together, the recall jumped to 21%.

Answer 43

At this stage, you need to get your awareness-raising content in front of customers looking to make a purchase, at the point when they are ready to buy. You will know you have achieved this by measuring your branding and engagement metrics. These include: Impressions Views Clicks Comments Dwell times View duration

Answer 44

Once a few brands have been considered, the customer will take their research to the next level, evaluating the buying process, and looking at reviews. Many of these measures could be seen as micro-conversions; they may share their details with you, look for reviews or case studies, explore white papers, or start the online buying process. At the evaluate stage, you are primarily aiming to encourage your prospects to take some action with you. This could include: Downloads Sign-ups Wish lists Items placed in shopping baskets

Answer 45

The buying stage may seem the simplest to measure, as you are just looking at how much revenue you achieved from the campaign. But there are many variables to look at, including: What campaign or communication triggered them to make the purchase? What other communications influenced them in the consider and evaluate stages? How will you attribute this revenue? Which messaging worked for them? Which audience segment are they from? Are they a returning customer? Given that your ultimate goal is to drive revenue, you may question the value of these questions. But, if you don't capture this information, you won't be able to measure what was or wasn't effective for different audience groups. This will make it hard to repeat your successes or avoid failures.

Answer 46

Shares Mentions Reviews

Answer 47

1. Establish how your campaign will be evaluated during your planning phase. This should start with a clear campaign SMART objective, which is then broken down into smaller objectives for each of your channels and communications, including KPIs 2. Create a table in order to easily monitor performance against your KPIs. Separate out each campaign into the stages of the buying cycle, so you can compare like-for-like measures. Consider what actions you need at each stage to get you on to the next. Focus in on the key measures, and lay out the targets for each communication at each stage in the customer journey. 3. Update frequently and share/act on any observations you make about the campaign's progression and adherence to targets.

Answer 48

- As your campaign matures, your Consider and Evaluate performances may drop, while your Buy and Advocate performances increase as you move your audience along the buying cycle. - You will also spot a difference between paid-for activity, like social adverts and affiliate activity. The volumes will be much higher at the front end of the buying cycle, but the conversion to buying will be much lower. So, the quality of responses is as important as the volume of responses. - Conversion will naturally be higher from organic website traffic or email, as your customers will already have an awareness of your brand or products, so are further along the customer journey. In contrast, social media gives you the opportunity to reach people who you could otherwise struggle to reach during the Consideration stage.

Answer 49

Use the data to establish what worked, and what you'd change next time around. Did you achieve your objectives? Did any external factors impact the results? What tests did you run and what were the learnings - were your results statistically significant, were they compelling enough to drive a new approach to a channel/segment? Which channels, audiences and communications generated the most revenue? What is the ROI for each? What is the customer characteristic or behaviour that is common in many if not most of the people who responded to your campaign? Don't base everything on ROI - remember lifetime value is important too. For example the campaign with a lower ROI might have acquired customers that stay as customers for three years, while the campaign with a higher ROI might have acquired customers that buy only once.

Answer 50

It is over-simplistic to focus just on the last touchpoint; this fails to give a true representation of the journey your customers have been on. This view can lead you to make damaging decisions about your marketing spend. Using advanced attribution can solve this problem. This is where each touchpoint along the way is attributed to a percentage of the revenue generated.

Answer 51

You need to have an end-to-end CRM system in place to capture all the data and make sense of it. To go further and record individuals' interactions with your communications on your CRM and apply advanced attribution, you will need some advanced tech such as: - Google Analytics - In-platform analysis (e.g. from email and social platforms) Advanced tracking tools such as HubSpot and DotDigital

Answer 52

Hard - This is quantifiable data that can be counted. e.g. How many people bought the product or service? On what day? Through what channel? Where do those people live? Etc. Soft - This is based on attitudes or feelings. Examples are focus groups and customer surveys.

Answer 53

1. Understand key marketing problems - A good way to asses this is to benchmark your campaign data against industry benchmarks. Also ask yourself where the gaps are in your understanding/skills/tools and what opportunities are there invest time/money in driving sustainable performance? 2. Spend time studying data - Bring it all together into one place, e.g. a table breaking down your target vs. actual KPIs and objectives across the CJ. Look for positive and negative trends, or outliers. Don't look at the data in isolation from the creative or the audience description - this won't give you a full picture. Consider what factors could be impacting any changes. 3. Develop your hypothesis Guided by the data, develop your hypothesis about what you have observed. 4. Gather more data to prove or disprove your hypothesis Test one variable at a time. If you were to test multiple variants in conflict with each other, you would not know which variant had a positive or negative effect. You should run the test against a control variable so that you can limit the impact of extraneous variables. 5. Implement the correct hypothesis: if your test outperforms the control, implement the change - or of your test does not perform as well as the control, test something else or make no change. - if you don't have the autonomy/budget to implement the change, share your results and create a proposal for increased budget

Answer 54

A/B Testing - Simply comparing two versions of one variable against each other. Multivariate Testing - Multiple versions are rotated, usually in high volume situations, for quicker and more thorough explorations of multiple versions. Usablity testing - tests whether the user understands how to use the website, or communication you have developed Eye track testing - Where is the customers eye drawn to, are they engaging with your messaging in the way you intended? Content testing - Is your message actually clear to the audience in 3 seconds? Remember, you understand the context and have looked at the communications many times, the same is not true for your audience.

Answer 55

1. Describe the business problem 2. Share the evidence in an easy-to-digest way 3. Explain the options 4. Make your recommendation

Answer 56

OPEX - operating expenses - Day-to-day expenses. These are the funds that are more readily available and will generally allow you to make improvements to day-to-day marketing activity. OPEX decisions for investment are usually made within the marketing team Will use metrics like increase in sales, short term ROI, reduction in costs CAPEX - capital expenditure - These are long-term investments. For example, creating a unified data platform across business silos. CAPEX decisions for investment are usually made by marketing and other commercial functions in the business such as finance Will use metrics such as long term ROI and CLV

Answer 57

For your organisation to inject additional spend into your marketing activity there has to be a reason why the new activity is required, why it is required at that time, why you have managed without it before, and why it can’t wait for another time. You need to create a concise but clear picture about why this project needs to happen. You should outline: Is this an opportunity for growth or a requirement to avoid further declines? What are the financial benefits that are likely to be seen as a result of the project? How does the project support organisational objectives? What are all the benefits to the organisation of completing this project?

Answer 58

Your evidence should be presented in a visual format, which tells the story in a clear, simple, manner. E.g. use graphs/tables The data should show: - The current situation - Demonstrate the changes you would expect to see with the implementation of this project - Any test data you have to corroborate the projections you expect to see - Return on Investment

Answer 59

List the possible solutions in implementing the changes, with the pros and cons of each. Thinking laterally, you should consider all options and include the three most viable alternatives in your business case. Consider: - How each solution would integrate into the current organisational set up - The cost of each solution vs the potential gains - Any other advantages or disadvantages Think about any impact there may be across marketing, and consult with other departments. You want to scope out any issues and costs there may be. Where possible, involve Finance early on to get their input and support.

Answer 60

Identify which of the options you recommend, having weighted up the pros and cons against the alternatives. Summarise the reasons why it is the right choice: - Recap the financial benefits (include ROI) - List the non-financial benefits to your business and your customer (think about brand image, long term customer relationships, future-proofing, and compliance). - Emphasise alignment with organisational objectives (e.g. three-year plan, company values, mission statement). If your project supports these, then you are working towards a common goal with your senior managers. - Outline approach to project. Who will be involved, in what capacity, what are the key timeline dates? You may not know this precisely at this stage. - Run through key risks and mitigation - things that may derail or hold up the project, e.g. lack of resources, unexpected costs, system integrations. Think about the biggest problems you may encounter and record them here along with the solutions and fixes you will put in place. Consider this section as an opportunity to guess all of the objections someone may have to the project, and detail how you would alleviate the issue.

Answer 61

- EVALUATE: analyse historic and current campaign data against a range of criteria that link to your aims and objectives. This might include using metrics such as Cost per Sale (CPS), Cost per Click (CPC) or Return on Investment (ROI). The resulting data can be ranked in terms of efficiency to help identify the top performers. - BASELINE: the campaign metrics you produce provide baseline measurements, such as your search impressions, visitor or sales, at a specific point in time. These can be used to plan and evaluate your next round of activity. - BENCHMARK - evaluation of industry standards, best practices, competitor activity or sustainable results from your successful campaigns become benchmarks that you can use to set targets and measure ongoing performance. - TEST - consider why results might vary. Identify if there are any key variables or elements within the current campaigns that you can isolate and test further. Can you tighten up on the targeting; change the message; or use the channel in a different way? - OPTIMISE - by reviewing the results from your campaigns and tests on a regular basis you can build on your successes and improve your performance over time and move away from the elements that do not work so well for you.

Answer 62

- What are their channel preferences? Ask your customers when, where and how they prefer to be communicated with. Similarly, conduct research with prospects about their media habits and preferred methods of consuming marketing messages. - Analyse your data. Try to determine which channels your customers engage with the most. Do the results vary by time or day? - Review the strengths and weaknesses of channels' characteristics. How can they help or hinder you in delivering your objectives? Are you trying to reach out and build awareness amongst new audiences or deliver repeat sales amongst existing customers? - Consider the environment and context that a channel offers. Can a specific environment heighten the relevance of your message by reaching the audience at the right time and right place? Can you build synergies and benefit from being seen alongside a relevant article or video?

Answer 63

Whether the interaction is receiving messages or initiating messages (phone is much more popular as a method of initiating than receiving)

Answer 64

Email - 66% of respondents ranked it in their top 2 preferred methods for receiving a marketing message Messenger app is the least preferred - just 7% ranked it in their top 2.

Answer 65

Lack of data, permission or because you are waiting for a customer action.

Answer 66

If you are trying to reach new audiences with your message, then broad media options, such as display advertising using website banners or videos, can be very useful. However, when you are trying to develop personal relationships and loyalty, customer-focused options such as email and direct mail can be more effective.

Answer 67

Understanding audience interactions Researching customer channel preferences Reviewing the format characteristics Assessing the impact of time and day Considering your budget What data do you need to use this channel

Answer 68

Owned/ first-party data Second-party data Third-party data

Answer 69

Data held directly by your business- data your business has collected directly from prospects and customers interacting with you. Its level of accuracy and relevance makes it the most valuable data set to you. For this data to be usable, you have to collect it in a way that is compliant with the Data Protection regulations and GDPR. It is always available and can’t be changed or removed by a third party. However, there can still be some limitations, particularly in terms of the volume of data you might have or the level of detail you have alongside each record.

Answer 70

This is the first-party data of another organisation that is a trusted partner. It can help you to reach new, or more specific, audiences. For example, a hotel company may purchase the data of a flight company to be able to target relevant customers with a hotel offer. Like first party data, second party data is accurate, relevant, and high quality - providing you have obtained it from a reliable source which you trust. It is essential that you check that the data has been collected properly and that individuals have given their consent for the data to be used for marketing. When you target new audiences across social media platforms, you are relying on the data that they have collected from their users. You might also use a combination of your own 1st-party data and their second-party data to identify ‘look-alikes’, i.e. people that have the same characteristics, profiles or interests as your current customers.

Answer 71

Third party data is data collected by companies that don't have a direct relationship with the buying party, and can be bought at an online third party data marketplace. There are many companies that specifically collect to sell data-related services to marketers, such as Experian. Common examples include survey data and interview data or properly consented customer data. This kind of data is simple and easy to acquire, but you need to ensure that you are dealing with reputable suppliers. Always check out the source and compliance of the data that you use. Another downside is that the data is not exclusive.

Answer 72

To build your conversion funnel. At the beginning of the reach stage, your prospects may not be aware of your organisation, product or service. This would stop you from communicating with them directly and would exclude channel options such as email or direct mail. Instead, broadcast, PR and search options would be more useful. Other channels will be more appropriate at the other stages.

Answer 73

A framework to understand your customer’s journey and align it with your channels and content. Essentially it is a cycle that your customers are constantly flowing through, with each stage reflecting a different state of mind, a different need, and a different level of engagement. See: This is the largest possible audience, all the folks out there who could potentially be interested in your products or services. They may not know they need your product yet, but we’re trying to catch their eye. At this stage, your aim is to raise awareness and attract potential customers. Content here should be engaging, informative, and shareable, but it doesn’t need to directly promote your product or service. Think: This is a subset of the “See” crowd. These are the people who are actively thinking about a product or service like yours, but haven’t quite made the decision to purchase yet. Your content should guide them towards your offerings without being overly promotional. Do: This group is smaller still, made up of people who are ready to make a move. They’re ready to buy, subscribe, download, etc. The content here should be targeted, direct, and persuasive, with clear calls to action. Care: This last group are your most loyal customers. They’ve bought, they’re happy, and they’re likely to do it again. Not only that, but they’re also likely to tell their friends about how great you are. Your goal here is to keep them interested and engaged with your brand, transforming them into brand advocates.

Answer 74

A consistent customer experience - The aim is to deliver a joined-up campaign where customers see a consistent message irrespective of their own channel preferences. You can bring channels and messaging together along the customer journey to allow a smooth transition through the funnel. Delivering a joined-up and cohesive message improves the overall customer experience, which can uplift leads and conversion to sales. The multiplier effect - Research has proven that when consumers see a consistent message across a number of different channels it can enhance the overall impact and awareness of the marketing message and brand. Cross channel support - You need to work to ensure that each element reflects and supports the other elements and provides a smooth journey for your prospective customers, whatever stage of the journey they are at and whichever element of your campaign they happen to see first or last. Does your email content support your social media content? Can you encourage existing customers to follow you on your social media channel and promote your brand to their friends?

Answer 75

Offline channels have historically targeted broad audience groups in large numbers, which accounts for why they sometimes need quite large budgets to make an impact. Of course, direct mail is an exception here and can be tightly targeted to known individuals and deliver a high degree of personalisation. They also tend to require longer production lead time, which means that campaigns cannot be organised quickly. Digital media, on the other hand, has very few barriers to entry, with many offering highly detailed targeting options and being quick to access. Because of this, marketers can often get started with small and flexible budgets. Results via digital channels have greater measurability.

Answer 76

Paid - the platforms where you pay for exposure (e.g. social media ads, google ads, display ads) Owned - the platforms and channels that you control yourself (website, social media profiles, e-mail marketing) Earned - the exposure you get when your business is shared by others (Articles, Shares and reposts on social media, Reviews and mentions)

Answer 77

It has shifted from outbound (a business needs to find a customer) to inbound (a consumer finds you).

Answer 78

About 4.9 billion people (well over half the population)

Answer 79

PROS: A content-rich hub of knowledge, providing information across all areas of your business and offering. Acts as a central resource across all stages of the customer relationship with you. CONS: Providing content for all your customers, where every individual can find the information they need with ease, can be a challenge. Updates can be resource heavy and so creating campaign-specific content (e.g. landing pages) can be tedious.

Answer 80

PROS: Solid way of raising awareness and driving traffic directly to your business. Traffic is consistent, providing SEO is maintained, and the quality of traffic tends to be more engaged. CONS: A technical task - specialist skills are required to manage this effectively. Reaching the first page of a search engine ranking takes time and resource.

Answer 81

'on-page': the content on each page 'off-page': links from other sides and the authority of these publishers 'technical': focuses on the back-end coding and load speed of your website.

Answer 82

This activity refers to the creation and promotion of content that creates brand awareness, web traffic and lead generation. Examples include blogs, whitepapers and infographics. Content marketing supports SEO.

Answer 83

PROS: Simple in principle to get started and can be relatively cheap. It builds authority within your industry and can lead to collaboration across staff, clients and consumers. CONS: Planning can seem daunting and resource-heavy. It does require a creative skillset as well as subject knowledge. Some content, like videos, can become expensive to create, and it can be challenging to attribute spend to return.

Answer 84

PROS: A reach beyond your known customers As an open and free platform, there is a great opportunity to build new direct relationships No geographical boundaries It allows for new marketing to be tested at a low cost CONS: It can be risky as messages and positioning can be misperceived, or negative comments quickly spread Continual messaging can be time-consuming as social runs 24/7 Return of marketing can be challenging to measure (likes and engagement do not simply track to revenue)

Answer 85

PROS: You only pay for results achieved (e.g. impressions or clicks) It can be deployed with a high level of segmentation Results are seen very quickly CONS: Once the investment in the activity stops, so do the results In some markets, the cost of activity can be high.

Answer 86

PROS: Extends your reach quickly through the trust and authority other businesses and individuals have already built with people in your niche. Immediate results and a clear ability to track spend versus return Very scalable and predictable CONS: A reduction in revenue as a fee is paid for each successful referral Once you stop investing the results stop immediately You can lose control of where your promotion is posted and seen, which may create a conflict with your brand message or values

Answer 87

A fee-based activity, whereby commission is paid to a third-party for promoting your brand and services to their audience. There are several ways that this can be created from coupon codes to membership services, e.g. a bank’s promotion of offers to its members. Affiliate marketing allows you to leverage the audience of other businesses that cross over with your sector.

Answer 88

PROS: An ability to reach an individual directly with a personalised message, based on your segmentation A clear view of activity, engagement and conversion A high return of marketing investment CONS: Based on permission, limiting who you can send to Technical expertise is needed to manage the build and send technologies at scale Many people will ignore your message in an over-crowded inbox

Answer 89

PROS: Immediate reach in rapid delivery time Most customers will read straight away Linked to customer data content - can be highly personalised CONS: Can very easily be viewed as intrusive SMS has a limited content length Requires a technical platform to send Reporting of engagement and response very limited

Answer 90

Conversion rates are significantly higher where consumers have higher intent, i.e. they are searching for products (so paid search and SEO). This compares to social and display referred visits where conversion rates are considerably lower. 2.9% / 2.8% for paid and organis search respectively, compared to 1% and 0.7% for social and display respectively

Answer 91

It is vital to be able to forecast spend against marketing return. This ensures that consideration is being made from both an activity and budget perspective. For example, a channel may produce a lower conversion, but may also achieve this at a significantly lower Cost per Sale (CPS) than another channel. In this case, a decision may be made to increase volume to reach the target, but at a lower overall cost. Your conversion and budget forecast then ensures that you have a clear business case for the Return on Investment (ROI) of spend vs revenue.

Answer 92

Broadcast (e.g. TV and radio) Out of Home (e.g. posters, billboards, fliers) Print (e.g. newspapers, magazines) Direct mail (e.g. catalogues, letters, postcards) Events

Answer 93

Offline marketing has the advantage of maturity. It is well researched, tested, and predictable in its results. Wide-reaching - Everyone is exposed to offline marketing every day. There are also audiences who are easier to reach via offline messages than online, for example, rural consumers with poor internet access. Longevity - ads can be kept for a long time, creating familiarity as well as an ever-expanding volume of audience. E.G: JICMAIL research revealed that 27% of advertising mail remains in the house for over 4 weeks Easier to understand and more memorable - Direct mail requires 21% less cognitive effort to process than digital media. Brand name recall was also 70% higher among participants who were exposed to a direct mail piece than a digital ad (TrueImpact) - Some offline channels (such as TV) are seen as more credible than digital methods. - Address data is more publicly available, enabling door drops to be created without knowing the personal contact details of your send segment. Mailing is based on an opt-out basis via the Mail Preference Service (MPS).

Answer 94

- Can be very costly - Very difficult and expensive to change once finished - Limited control over who your messages reach - Difficult to measure

Answer 95

OOH - the evolution of digital displays, providing brighter colours, movement and convivence. Means you no longer need a display to be fixed once posted, as physical media is being replaced with centralised queued multiple ads loaded and ready to show in sequence. EG. Clarins ran an interactive campaign at Hong Kong International Airport that offered codes for discounts and free samples to people who entered their emails or scanned a QR code.

Answer 96

Transparency: You need to make sure consumers know how their data is collected and used Benefits explained: You have to clearly state what benefits, if any, will come for consumers from sharing their data Terms and Conditions: Your T&Cs must be easy to read and understand A flexible privacy policy: Your organisation's privacy policy has to allow consumers to control the type, and amount, of data they wish to share Benefits-data link: The link between the data shared and the benefits provided has to be clear

Answer 97

Accountability Transparency Control

Answer 98

The principle of accountability requires you to take responsibility for what you do with personal data and how you comply with the other principles. You must have appropriate measures and records in place to be able to demonstrate your compliance.

Answer 99

Carrying out a Data Protection Impact Assessment (DPIA) Employing a data protection officer (DPO)

Answer 100

Businesses that can demonstrate accountability will build trust with their customers, while those which can't, will see their brand reputation damaged by it, and they could also be exposed to harsher fines.

Answer 101

Privacy by design means considering risks to the data subject due to any processing and taking steps to mitigate those risks before any processing takes place. This makes data protection a fundamental part of any new processing activity, and not an afterthought.

Answer 102

This concept entails new products and services having their privacy settings at the highest level when released. For example, an app on a smartphone facilitates the use of push notifications for marketing. Under data protection by default, the user should have to alter privacy settings to allow marketing via the app, rather than have the app default to sending marketing via push notifications to the user.

Answer 103

A Data Protection Impact Assessment (DPIA) is a tool for you to analyse your processing of personal data to identify and minimise risks to the personal data. The assessment results can then be used to identify ways to mitigate the risks or take another approach to avoid them. When considering the risks, a DPIA takes into consideration both the severity of an impact on individuals and the likelihood of the risk to happen.

Answer 104

Data minimisation: This is the idea that marketing teams should only collect personal data that is directly relevant and required to accomplish the specified purpose Data retention periods: This is where an organisation promises to only hold a piece of personal data for a limited period. Encryption and hashing: Use these techniques to encrypt the personal data to prevent data subjects being identified in the event of a breach. Transparency: Examine your privacy and information notices to ensure that they’re written in clear and plain language suitable for your target audience. Preference Centre: This is about giving people as much control as possible over the personal data you hold about them. For example, an organisation could allow people to access personal data held about them and update it on their website.

Answer 105

You need a data protection officer (DPO) if the processing of personal data involves large scale monitoring of special category data or data about criminal convictions and offences, or requires regular and systematic monitoring of data subjects on a large scale.

Answer 106

The DPO will make sure that: The business is appropriately advised about how to look after customer data Avcountability can be shown in relation to the principles of the GDPR Your business follows the best practice and other regulatory guidance from the ICO. They should put policies and procedures in place to monitor compliance with the GDPR and other data protection laws, including managing internal data protection activities, advising on data protection impact assessments, training staff and conducting internal audits. The DPO is the first point of contact for supervisory authorities such as the ICO and for individuals whose data is processed, like employees, customers etc.

Answer 107

Consent: you receive clear consent by the individual for the processing of their personal data in regards to a specific purpose. Contract: you have to process an individual's personal data as a necessary requirement for a contract, or because they have asked you to take specific steps before entering into a contract. Legal obligation: outside of contractual obligations, the processing is necessary for you to comply with the law. Vital interests: the processing is necessary to protect someone’s life. Public task: the processing is necessary for you to perform a task in the public interest or for your official functions, and the task or function has a clear basis in law. Legitimate interests: the processing is necessary for your legitimate interests or the legitimate interests of a third party, unless the individual’s interests override those legitimate interests.

Answer 108

Consent Legitimate Interest

Answer 109

Consent under GDPR must be “freely given, specific, informed and unambiguous indication of the data subject’s wishes”. It should be made “by a statement or by a clear affirmative action” - therefore you need to get the individual to do something, like tick a box or provide their contact data for marketing purposes.

Answer 110

Legitimate interest is an alternative lawful basis to consent. It is a risk-based approach, where marketers must balance their interest in processing the data with any risks to the individual’s privacy. Marketers must offer a clear opt-out, inform the individual of the processing activity and have a compelling case for why someone may be interested in their goods or services.

Answer 111

Privacy Electronic and Communications Regulations

Answer 112

1. Identify a legitimate interest the GDPR specifically lists ‘direct marketing’ as a legitimate interest. This may satisfy much of the processing you plan to conduct as a first step. Your business only needs to identify a single legitimate interest, but it’s a good idea to consider all those possible. Examples of where legitimate interests may apply in addition to direct marketing include personalisation to improve customer experience and for analytics to improve future campaigns. 2. Is it necessary? In this context, ‘necessary’ could be considered to mean ‘reasonable’ or ‘desirable’ from the customer’s point of view. Begin by asking: “Is there another way to achieve your plan?”. If so, and if this method is not disproportionately difficult, you must use that method instead. 3. Is it balanced? Do the rights of the individual override the legitimate interests of your business? Businesses need to make unbiased assessments of whether their legitimate interests tilt more towards business or customer.

Answer 113

Profiling is the automated processing of personal data to evaluate certain things about an individual. Typical applications of profiling include use of online behavioural advertising (such as targeted online ads based on browsing behaviour), credit scoring as part of a mortgage or finance application and the use of artificial intelligence and machine-learning (for example, for Internet of Things applications).

Answer 114

It gives all parties a solid foundation to work from, minimising the risk of misunderstandings and mistakes, keeping to time and budget, allowing for targeted creativity, and maximising opportunities for success against objectives and deliverables.

Answer 115

Overview: Background, objectives, outcomes and platforms Data and research: what data do we need? Audience: think about personas Tone & voice: brand essentials Big idea: the creative spark Project fundamentals

Answer 116

This should set out the scope of the project. Ask the client for a brief description of the company, project, channels and expected outcomes. Is this an acquisition, retention, donor, or awareness campaign? Where will it appear? Summarise alongside the campaign’s SMART objectives.

Answer 117

Look at your customer data and insights, consider what is happening culturally, and is of relevance to your products and your audience. This should include a competitor analysis, learnings from previous projects, channel insights, and campaign insights.

Answer 118

Explore your audience’s habits, digital behaviours, likes, dislikes, brand interactions, and anything else that’s relevant to the project. Collate competitor analysis, learnings from previous projects, behavioral and platform data to form personas.

Answer 119

Simply put, this is all the things your creative team needs to know. Ask the client for their corporate branding (brand voice, project tone, and colour pallet). You could flesh this out with examples of their previous work.

Answer 120

Ask two questions: What is the problem? How can this product/service/campaign solve the problem? (List the benefits to the audience, not the features of your product or campaign) Include key messages, create your proposition, provide CTA

Answer 121

The ‘must know and mustn’t forget’ part of your process (this can be a supplementary document). E.g. key dates, timeline, contacts, budget, sign offs, team responsibilities.

Answer 122

- give all stakeholders should have opportunity to input to the project before work begins. - make it possible to flag any misunderstandings or issues at an early stages - clarify the project's objectives and goals - keep all creative team members on the same page by creating a single location for all essential design details and key brand messages

Answer 123

A relevant objective is one that is directly derived from and aligned with wider marketing or business goals. Does it drive forward those broader aims? Is it the right time for this?

Answer 124

- Describe outcomes, not activities - Avoid objectives that maintain a status quo - Weed out any ambiguity in the wording of your objectives (it should be clear to anyone whether or not that goal was achieved, without the need for subjective opinion or judgment).

Answer 125

Your objectives do not sit in isolation. It is crucial to ensure that your activity is aligned and integrated within the wider organisation. This is achieved by developing hierarchically linked objectives to clearly show where your activities fit in and how they will help to deliver the overarching business goals. This will help move the organisation in the right direction. Business goals - goals for annual growth Marketing objectives - actions to achieve growth Campaign objectives - awareness, sale or engagement outcomes

Answer 126

A value proposition pinpoints a relevant message that speaks to your audience while communicating the purpose of your organisation, product or campaign. It should outline your audience, their problem, and the solution your product is offering. Your values proposition will underpin the creative design and execution, drive the campaign and might even appear as part of the creative itself.

Answer 127

A successful value proposition should: - Be clear and unambiguous - Tell the audience exactly what they will get from purchasing and/or using the product and/or services - Show how it’s different or better than your competitor’s version - Avoid hype, superlatives and jargon - Be understood in five seconds

Answer 128

Team assessment: Use the original brief, value proposition and checklist as a basis for constructive group conversations with project stakeholders. Unofficial focus group: take the creative outside the business to ask for opinions amongst friends or even random strangers. Be careful to ask simple questions to elicit useful responses. This is your instant impact assessment. User testing: Create simple scripts for sample digital users to follow to see if there are any customer flow or funnel issues attributed to the creative. You can also blind-test new concepts with VIP customers. Market research focus group: Set up targeted focus groups to test creative messaging. Get feedback on the look and feel from different personas and targets. A/B split testing: Soft test different versions of the creative to see which gets the better response.

Answer 129

Does the creative: Answer the core brief? Capture the value proposition? Target the right persona/s? Stand out as interesting, inspiring, useful, different, etc Get a positive response when tested? Make any expected action easy to take Stay within campaign parameters for budget, platforms etc? Contain all brand assets and follow any corporate guidelines?

Answer 130

Written feedback is essential, as it also functions as a reference document for all the stakeholders involved in the project. However, where possible, try to use the written document to support a face-to-face conversation, as communication is complicated and tone of voice is key.

Answer 131

Be specific Identify the problems but don't give the solutions Concentrate on your business goals Used science based research or backed up facts Always ask questions Get the timing right Consolidate feedback Be nice but honest

Answer 132

A marketing budget will allow you to: - define what you are going to do next year - review the data of what worked last year and what did not - link your business objectives to your marketing plan - demonstrate a return on marketing investments. In summary it provides a framework in which to make decisions and examine the impact of those decisions on the business.

Answer 133

External influences – for example, how the economic climate will affect sales; what competitors are doing Internal influences – for example, new growth targets set by the business; increased capacity; more focus on managing customer data; review of new and/or existing products and services Historical influences - for example, what happened last year; what activity drove growth and sales; which events run by the company worked

Answer 134

Cooperation and communication Set realistic targets Set consistent targets Accuracy (everything adds up AND everything is included) Easily understood format Timeliness Frequent reviews of progress

Answer 135

In simple terms, the annual marketing budget is the sum of all the campaign budgets during the year, plus the overheads needed to run the operation.

Answer 136

This starts from last year's budget and adds or subtracts a percentage based on how well the company is doing.

Answer 137

Activity-based budgeting is a planning system under which costs are associated with activities, and expenditures are then budgeted based on the expected activity level.

Answer 138

Zero-based budgeting (ZBB) is a method of budgeting in which all expenses must be justified for each new period. The process of zero-based budgeting starts from a "zero base," and every function within an organization is analysed for its needs and costs. The budgets are then built around what is needed for the upcoming period.

Answer 139

1 Carry out a review of your existing marketing programmes - how effective were they at achieving last year's objectives? What is working well and what isn't? What areas can you not measure or justify in terms of revenue? 2 Assess last year's marketing programmes against this year's SMART objectives 3 Review last year's activity against the insight that you have gained with your external analysis, for example, what the competition is doing and how that may have changed. What technology is now available to you? 4 Create the plan with input from internal and external sources. Do the maths based on last year's performances tailored according to the changes that you are making for the new budget period 5 Arrange the budget month by month when the spend will occur 6 Get business sign up for the plan 7 Deliver the plan - make sure the plan is constantly reviewed and the numbers are checked in terms of spend and performance

Answer 140

Invest: 70% on established programmes - what you currently do. 20% on new trends - for example, a new technology which has already been tested and that other organisations are adopting as well. 10% on ideas that have not been tested - these are high-risk projects where it is hard to establish whether the final result will be a success or a failure.

Answer 141

Group together your marketing by activity and not by spend type. In this way, for example, you will be able to see all of the online and offline activities and any other associated costs for an individual campaign. This makes it easier to understand the full cost of that campaign and to ensure that you haven't missed off any associated costs.

Answer 142

Budget for continuous activity such as keeping the website updated, hosting costs, etc

Answer 143

ROI measures the gain or loss generated on an investment in relation to the amount of money invested. It is usually calculated as a percentage. ROI can be calculated with a simple formula: (Return – Investment)/ investment = X As it is a percentage, the result X will have to be multiplied by 100.

Answer 144

L-R entertain, inspire, educate, convince Y - rational to emotional X - awareness to purchase The content marketing matrix will help you to direct your marketing activity based on your content goals. It's a tool that guides customers along their path to purchase in the most effective way.

Answer 145

Content marketing is the creation and sharing of content in different formats such as videos, blogs and social media posts, to build interest in your brand and offering. Rather than promoting to them, you should create media which meets their needs, in the hope of forming a valuable relationship. The purpose of content marketing is to drive inbound customer engagement and organic searches (using SEO) froma defined audience, which can then be nurtured to convert into valuable customers. Content is strategically created or curated, and distributed in key channels across the internet to attract customers.

Answer 146

The biggest difference between the two types of marketing refers to who starts the initial approach. Inbound marketing is a strategy where brands use content marketing to attract customers. The key driver of inbound marketing is ‘consumer intent’ as potential customers actively seek out the brand’s content. As a result, consumers are more engaged and open to taking action. Outbound marketing, instead, is when the brand pushes its messages out to as many people as it can within a target audience. The brand believes that this audience is a good match for the product or service being advertised, but, unlike inbound, is not based on intent and therefore will normally achieve lower conversion rates.

Answer 147

The Hero-Hub-Help Model is a very simple, yet effective tool for content planning. It helps you to structure your content into three categories, each with their own different style and purpose. Hero content - the big tent-pole moments in the year that create high levels of awareness among a much broader audience. The least targeted campaigns with more wastage but the only way to achieve mass reach. E.G. John Lewis Christmas ad Hub - your regular, recurring content. It’s something that your audience expects — they know that it’s coming and they’ll come back for it. Because they look forward to it. This type of content is of specific interest to your target group. The aim of hub content is to bring users back to your company's website again and again and to positively influence their buying decisions. Hub content should be created on a regular basis to keep in touch with your customers and build trust. E.g. blog or video series that address a specific topic from different perspectives, as well as reports, interviews and seasonal content. In social media terms, hub content is tied to new initiatives, products and campaigns that give a fresh perspective on your brand. Help content - always on content for your most engaged audience. Designed to assist them in the use of your product or give them some other info or entertainment relevant to your topic areas.

Answer 148

Your strategy should outline: Targets: SMART objectives and the KPIs that determine whether they have been met Research: Persona development - who the audience is and what their entertainment and informational needs are Planning: Content or creative strategy and content schedules - the what and when Production: What we will create, when, and by whom Distribution: SEO, social, paid media, and other scheduling Measurement and analytics: How we will measure campaign performance

Answer 149

It enables you to map your content to key decision points in the consumer journey and address their needs. The relationship between stages of the funnel and a content marketing strategy is as follows: 1 Begin with ‘awareness’ content for the top of the funnel to get the word out there and educate people about your existence and your products. 2 Create ‘consideration’ content for the middle parts of the funnel, when people are assessing options in the market. 3 Produce high-impact ‘conversion’ content for the end of the funnel. This drives people to take action. 4 Create ‘retention’ content for past purchasers to turn them into repeat purchasers, or even brand advocates. 5 It may also be worth creating ‘re-engagement’ content for people who’ve dropped out at different stages of the consumer journey to entice them back.

Answer 150

Scope of production – Identify the type and quantity of assets and formats you plan to deliver. Timeline for production – When will you deliver each part of the strategy? Plan your timeline carefully and ensure you’ve allowed enough time for each stage of production. Budget and production resources – What is required in terms of money and people to deliver your content efficiently? Upstream dependencies – What has to happen for the strategy to progress? Try to identify any potential issues in advance and put a solution or alternative plan into place. Downstream dependencies – What must the strategy deliver for something else to progress? Risks – What could happen to derail the plan? Factor in some contingency time for unexpected delays or complications.

Answer 151

TARGETING - helps you to adjust and focus your content so that it is strategically positioned to target consumers who are likely to be interested in it. Personas provide valuable insights that you can use to convey your message to the right audience at the right time. They also enable you to perform market research, targeted advertising, usability testing, and keyword research more efficiently. FORMAT - personas give you the information and perspective you need in order to make objective decisions about how to craft your brand messages through the most relevant, useful formats for your audience - e.g. videos, social media posts, articles. HELP YOUR AUDIENCE DISCOVER YOUR CONTENT - by exploring where your target audience is already having conversations or exploring topics they are interested in, you can distribute your own tailored content to where your audience is already active, thus leveraging their online behaviours to the maximum effect for your business and your content marketing.

Answer 152

Objectives (what do they want to achieve by interacting with you?) Location Demographic Buying behaviours (what steps do they take when considering a purchase?) Job details Platform Devices Interests Issues (what issues do they have and how can your business solve them?)

Answer 153

By discovering the keywords used by potential customers to find your products, you can then pick the most relevant keywords within your reach that have a good search volume. This research can help you to decide on themes for your content. If you base your content on high-ranking keywords, it is more likely to appear in the search results.

Answer 154

Get the right kind of visitors to your site. Identify keywords with high search volume to use as a guide to content topics. Identify content gaps on your website by comparing new keyword topics to your existing content topics. Provide an unbiased statistical rationale for pursuing content themes. Identify new opportunities with emerging themes and trends based on what people are searching for. Use SEO difficulty metrics to identify quick wins and high impact opportunities.

Answer 155

Content development should be guided by audience, competitor, and keyword research. However, it's important to remember that creativity is also required to add a splash of colour to those research findings and bring your content to life.

Answer 156

1 Get to know your audience – assess your brand personas if you have them or create your own 2 Understand what your audience wants from you – carry out a keyword search 3 Brainstorm suitable content ideas and identify themes 4 Critique or validate your ideas - in terms of your objectives, audience, and strategy 5 Test your ideas - creating prototypes or content samples (where possible) to explore and test your content in its simplest form before investing further 6 Decide on content formats 7 Plan the repurposing of your content 8 Curate and add additional value to the content

Answer 157

Is this content useful for my audience? Is it fit for the platform I’m publishing on? Can I accurately measure the impact of this content on my campaign? Is this content consistent in appearance and style with my brand? Is this content aligned with my business goals?

Answer 158

Incentives – Offer your audience incentives such as competitions, or a loyalty scheme. Fame – Give your audience sharing options so they can show their friends and connections on social media that they have donated to a charity, or won an award, for example. Utility – Provide your audience with content that will be useful to them or help them in some way. For example, tutorials, toolkits, or templates. Topicality and trends – Create content that is topical and based on trending themes that people are likely to want to discuss or find out about.

Answer 159

This involves using or sharing third-party or other people's content in a fair and selective way. It's a quick, easy, low-cost, and high-impact content marketing method, when done correctly. It should be selective; pick high-quality content that reflects well on your personal brand and adds genuine value to your target audience. It’s good practice to provide your own commentary on any content you curate. For example, you can give some additional insight, an opinion, or some context. In this way, even though you may not have created the content yourself, you’re still establishing yourself as a source of knowledge and an expert commentator.

Answer 160

It can make your brand appear less promotional and show that you care about the wider industry in which you operate. It can make your brand seem more relatable and accessible to your audience. It can generate overall goodwill because it shows that you, as a business, care about what is happening in the wider industry from a content perspective, and what your consumers are engaging with, and interested in. It can position you as an industry leader, giving you a voice in the space so that you can add credible opinion or discussion around trending industry topics.

Answer 161

Repurposing content means adapting it or breaking it up to use for another format. For example, you might take an infographic on your website and turn it into a number of individual images for Instagram.

Answer 162

It saves time: It’s quicker than creating content from scratch. It’s low cost: It’s more cost-effective than purchasing or creating new content. It reinforces your message: If content appears in more than one place, it can reinforce the message.

Answer 163

TOFU - (Awareness) Uses methods to reach large, loosely defined audiences based on gender, age, interests, media consumption habits and the like. The message in this kind of advertising will often be more brand-led, communicating who a company is, as well as some key benefits of products. MOFU - (Consideration) - As people self-select, through engagement, they move down the funnel to the consideration stages. In this middle funnel (‘mofu’) stage, you can start being more specific in your advertising about what you want people to do, incentivising them with more product benefits, pricing or voucher incentives. BOFU (Decision stage) - Once you move people to the bottom of the funnel (‘bofu’) you deliver the most sales-focused messaging, with clear purchase-focussed calls to action.

Answer 164

From ‘VIP’ email newsletters to Facebook groups, marketers should always be considering how they can make customers feel part of a club where users of your products can be supported by you and each other, getting the most out of your products. E.g. brands that use FB groups for a community to post and answer others' questions and share relevant useful content. This super-serving of the customer base makes it increasingly unlikely that they will move their business to a competitor.

Answer 165

Engagement metrics and conversion metrics.

Answer 166

Higher average time on site Reduced bounce rates Increase in the number of returning visitors More pages viewed per session Deeper scroll depth – value in pixels (px) of how far down the page visitors scroll Growth in discovery through organic search or social visitors – more people coming through non-paid channels Increased number of people searching for your brand – more impressions for your brand terms (company name etc) in the search engine results page Higher channel engagement metrics (e.g. social shares, email opens, brand mentions, and links to your content) – proof that your content is becoming more interesting and therefore clickable or eliciting engagement such as likes, comments and shares.

Answer 167

A higher number of goals achieved – more website visitors making their way to pages you have defined as ‘goals’ (e.g. a ‘thank you’ page, or purchase confirmation page) Higher conversion rate – higher % of people making a purchase or other valuable action A shorter path to purchase – purchasers making fewer visits and pageviews before they buy Reduced cost per sale or lead – less ad budget required to drive each sale, on average

Answer 168

All the content that was produced, and the cost and campaign metrics associated with each Overall performance in relation to campaign KPIs or objective Metrics for aspects of the campaign that worked well (headlines, channels, content schedule, and so on) Aspects of the campaign that were less effective A summary of the insights that you have derived from the data Your recommendations for the next campaign based on this data

Answer 169

Who your audience is, Which channels to use to target them What content resonates with them.

Answer 170

Long-term content Live video Real-time conversation Lead generation Search optimised Talent acquisition Social commerce Visual brand storytelling Customer service Authority building Great for influencers

Answer 171

Twitter more males than females (56.4% male) Pintrest more females than males (76.7% females)

Answer 172

Aspirational benchmarking - industry leader whose results are achievable to your business within time Direct competitor benchmarking - who you are most similar to right now

Answer 173

Business goals - The key company goals, from which marketing and social media objectives are derived. Keeping these at the top of the strategy document ensures you remain aligned to these throughout your efforts on social media. Marketing objectives - These detail how the marketing department is contributing to the business goals and will refer directly to driving awareness, consideration, conversion, and loyalty through communications-led activity. SM objectives - Create SMART objectives for your strategy based on the marketing objectives. Create any number of them, as required by your overarching marketing goals, and ensure they are specific to each platform. Benchmarking is a good place to start when setting your KPIs. Audience - Define the core audience or audiences you will be targeting with this strategy. There are two main sources of this information - your social media platform insights, and existing organisational personas. Compare the two; do they match? Don't let your social insights drive you towards an audience thta is too broad (e.g. men 18-35). Look at individual profiles to characterise with them. If they differ from your organisation's personas, create new ones. Channels - based on your goals, objectives, and target audiences, decide which channels meet your needs. Detail each channel’s role and objectives. Make sure you include, for each: 1. How will your business leverage the functionality, the culture, and the reach of this platform? 2. What aspects of your brand’s personality will come out strongest on this particular social platform? 3. Which subset of your audience could you reach here? Overall, it should be clear what the key opportunities that operating on each platform presents to your business.

Answer 174

Most organisations will have a plan of key campaigns throughout the year, in particular around a new product launch, sale, or event. This is separate from planning your channel strategy, as it will have its own objectives and budgets, but should still support or contribute to the channel objectives and channel success. Your campaign strategy should ensure the campaign is still focused on pushing the social media channel goals as set out in your ‘social media channel strategy’.

Answer 175

Help content falls into your channel strategy, whilst hub and hero content fall into individual campaign strategies.

Answer 176

1 Business goal - What are the organisational brand goals for this campaign? (e.g. raise awareness of new car offering) 2 Campaign objectives - These objectives can relate to any aspect of the campaign and any channel that it might affect. (create a disruptive social media campaign that will get the brand trending during matches) 3 Social media objectives - Define the social objectives that this piece of activity will contribute to achieving (e.g. achieve 250,000 interactions connecting AutoTrader free giveaways with the World Cup) 4 Audience - whilst you have already defined the audience targeted with your social media platform/s, a campaign may have a more specific, or even broader, target audience (usually, it is likely to be the former, as social media is particularly well suited for highly-targeted campaigns). Describe your audience beyond simple demographic terms. Do mention their likely age, gender and location, but to really tailor your campaign creatively, find out more about your audience: - Interests - Attitudes - What content publishers they consume and engage with - When and how do they like to consume content - Their information needs 5 Channels - A social media campaign does not necessarily have to live within all your chosen social media channels. Depending on the campaign objectives and targeted audience, you may want only to use some of these channels. You may even decide to use a platform which is not part of the core brand channel strategy, such as Snapchat or YouTube, to run a temporary campaign on. - Pick the channel/s you want to use for the campaign and specify how you plan to use them. - Give the rationale - explain why each one will effectively carry your campaign message to the target audience and contribute to your campaign objectives.

Answer 177

Awareness - Reach, impressions, views, shares Consideration - Likes, comments, interactions, shares Conversion - clicks, conversions, shares Loyalty & Advocacy - reach, impressions, views, shares

Answer 178

The Loyalty Loop is an adaptation of the Marketing Funnel, cutting steps that are designed for new leads to optimize and accelerate the journey of already converted customers — so they can be encouraged to keep buying from you, to be loyal to your brand. As with any purchase, the stages of consideration and evaluation are still present. But the loop gains three new steps: Enjoyment, Advocacy, and Bond. Enjoyment The Enjoyment stage is all about experiences. It is the moment the customer consolidates their expectations. The more you meet them, or even surpass them, the more positive the impact on loyalty building is. Advocacy If that first impression is successful, customers go to phase two, the Advocacy stage. They are so satisfied with the purchase that they talk about it, recommend it, show it to family, friends, and followers. Bond The client is happy with the purchase and talking about it. At this moment, you’ve identified it and acknowledged it in meaningful interactions. An emotional link is formed and loyalty is built. If you did everything right in these three steps, it is not a matter of straightforward consideration anymore. The customer doesn’t want just a new product, they want to repeat that experience with your brand. And after the next purchase, the loop resets to reinforce that connection even more. Social media maximises the level of engagement throughout the loyalty loop. It can be used to build increasingly loyal two-way relationships for continuous engagement before, during and after purchase.

Answer 179

While the metrics on key social media platforms are very similar - likes, comment etc - their meaning and ultimate value are not directly comparable. For instance, a like on Instagram happens in a different context, via a different interface and for different reasons than a like on Facebook. Similarly, off-platform metrics such as ‘traffic’ and ‘conversions’ are hard to compare between platforms, as their ecosystems work in different ways to retain users.

Answer 180

Establish your objectives. Understanding the role of your website in delivering your marketing strategy will help you to identify what functions you require and therefore what type of website you need. Establish: - what top-level category does your website fall into? (informational, entertainment, data-capture, ecommerce) - will it be a website or a microsite? - what are the broad marketing objectives? To increase awareness (e.g. brand in general, promotions/offers, new audience) To increase engagement (accessing tools and contents, customer satisfaction level, drive to offline journey) To increase consideration (purchases, completing data-capture forms, downloading content).

Answer 181

Typically a website will provide comprehensive details of the organisation and how to contact them, together with information about the products and services that they offer. A microsite is smaller with more targeted content. They are a convenient way to focus on a specific topic or theme, such as supporting an advertising campaign for a new product or service or designing content to target a new audience. Downsides of microsites: - first-time visitors might be confused or not realise that you offer more than they can see, which could undermine future sales. - Wider data collection and integration with CRM systems can be an issue - a relatively expensive way to deal with a single objective Then develop your smart objectives from here.

Answer 182

Both quantitative and qualitative data. Focus groups and in-depth interviews provide an open forum for discussion and are a very effective way to explore thoughts and feelings and what is behind the behaviour you see online. These can help guide and shape your various customer personas. Focus groups can also be used tp explore stimulus material - i.e. other website designs, functionality cards or content examples - to see what they like and to explore what works best for them. Online surveys reach a wider range of potential users and allow you to generate more specific or statistically reliable results. Web analytics, such as those provided by Google, can deliver useful insights into your users and how they interact with your website. You can see demographics and customer insights based on google's info and also track customer journeys across your site (where they enter, scroll, click and leave a page, etc).

Answer 183

User experience - a person's perceptions and responses that result from the use or anticipated use of a product, system or service. User experience includes all the users' emotions, beliefs, preferences, perceptions, physical and psychological responses, behaviours and accomplishments that occur before, during and after use.

Answer 184

The online value proposition (OVP) could be described as the addition of online value that a web offers to its customers or potential clients to differentiate itself from other competitors. In a more colloquial way, we could define it as the online USP (unique selling proposition), or what you can give people so that they will choose your website out from the rest.

Answer 185

Information Architecture - A blueprint of the site layout. The menu, where it is and how it works, etc. Wireframes - Wireframes are the outlines of the page layout – they do not include any imagery or design. Their purpose is to establish: Information hierarchy – making sure the most important information and content to the user and the business is featured in the optimal place. Design patterns – how the elements of the page are laid out on the screen. (e.g. where the basket icon goes etc) Interaction design - the consideration of how elements within the page react. For example: How does the menu work – drop down, slide out etc.? How does a promotional carousel work? Prototype testing - Wireframe prototypes are often developed to bring the page layouts to life and enable an initial programme of user testing. This can give confidence that the website delivers a good user experience before you begin the design/build stages.

Answer 186

Content Management System (CMS) Customer Relationship Management (CRM) eCommerce platform Customer services platforms Website analytics Hosting and technical support

Answer 187

Your website sits at the heart of your digital marketing. Your website design and user experience have a large impact on your brand positioning and how your audience perceives your organisation. They provide the details and information relating to products, services and organisations that people are specifically searching for. In addition, websites are perfect for supporting online advertising, by using hyperlinks, etc., to take people directly from an ad/ post to the relevant product pages. Provides a platform for content – Many channels are restricted by size, space, and flexibility of what you can include. Websites can provide more in-depth content. Data Capture – Websites are a platform for data capture as they can include forms to collect customer data for any marketing campaign. Product pages – Particularly for eCommerce and retailer websites, product pages act as a platform to show all the products and services associated with a campaign. Often a customer will click on an ad for one product, but after exploring the website will buy another. Contact channel – Websites, especially with live chat functionality, can support campaigns by giving potential customers a very quick and easy communication channel with the brand. Tracking and measurability – Websites enable a greater level of tracking and analytics, helping us understand customer behaviour after their first click through to their last. They also join up the omnichannel customer journey from social, to mobile, to web, to store, to sale. This can guide future marketing campaigns.

Answer 188

Prescriptive/Explicit When you personalise the content for the visitor based on what they tell you they like, either through preferences or their profile. You also make it obvious that this is content specifically for them. Adaptive/Explicit This is when you personalise the content based on the visitor’s behaviour, such as other content they click on and consume, again you would make this obvious to them. Prescriptive/Implicit and Adaptive/Implicit This is when the website’s personalised content is based on what the visitor says they like (Prescriptive) and on their behaviours (Adaptive) but rather than making it obvious by labelling the content, it is just displayed.

Answer 189

Search Engine Optimisation (SEO) Conversion Rate Optimisation (CRO)

Answer 190

Search engine optimisation (SEO) focuses on ensuring that your website is discoverable, or findable, to prospects and customers at the most relevant times. The goal is to appear at the top of all search results pages that relate to your products or services.

Answer 191

1. Technical SEO – ensuring that the website is built in a way that makes it easy for software (search bots) to access and index it correctly. This includes how well your site loads onto different devices, particularly mobile devices and the clarity of headings and tags. Technical is very important but, in itself, will not achieve a high “quality” rating to ensure a prominent organic position. The next two areas are more the consideration of the marketing team. 2. On-page SEO – this is where the web page itself needs to be relevant and well laid out. Search engines judge the quality of content by a number of different indicators, including the ratio of text to images, the number of times relevant keywords are mentioned (known as the keyword density) and the number of people who stay, or bounce away, when the page is found. 3. Off-page SEO – this means ensuring that your site and content are shared and linked to other good quality sites. Backlinks [where other brands or sites, including social media posts, use hyperlinks to point to your website] are the most valuable and search engines prefer quality over quantity.

Answer 192

Conversion rate optimisation (CRO) focuses on designing the customer journey to make sure you retain and convert as much traffic as possible. You need to identify the key messages that they should see and ensure that the next steps offer something of value to them and that your call to action is clear.

Answer 193

Destination - where are you going to take your visitors to start their journey: to a specific page on your website or to a dedicated landing page, reflecting your current campaign? Drivers – what is on the page that will motivate a visitor to take the desired action. Barriers – what is on the page that may detract or stop a visitor from making the desired action. Hooks – what can we add to the page to create a sense of urgency, encouraging the user to take immediate action.

Answer 194

Excess frequency and lack of relevance Consider your customers’ needs and wants in relation to your products and services and ensure that you are sending the right message to the right person at the right time. The best way to do this is to segment customers by the recency, frequency and value of their purchases so you can establish a more personalised approach to the messaging and targeting criteria.

Answer 195

Email marketing is the preferred one-to-one channel for delivering pre- and post-purchase messaging, customer service updates, and exclusive content and events.

Answer 196

The right audience The right message At the right time

Answer 197

Firstly, identify what you need to achieve – what is the objective? Are you planning to acquire new customers or sell extra products to existing customers? Next, look at what data you have access to. To acquire new customers, you need to identify if you have email data on prospects or new leads that you can use. If you are looking to sell extra products to existing customers, are you able to determine what people have bought before, what products they are most interested in, any key purchase habits? From there, segment. Audiences can be broad or highly segmented on key indicators such as customer journey stage, product interests, high-value VS low spending customers or perhaps life stage indicators. Identify relevant measures and metrics to help you track your effectiveness. Good signs: Increasing open, click-through and conversion rates Static or declining unsubscribes Very low complaint rates

Answer 198

Next you must consider what messaging will be most relevant for your chosen audiences. Find a clear rationale for why you would communicate with each recipient, based on their relationship with you. E.g. an anilmal charity running an email campaign asking for donations for rescue dogs would only select people who signed up on the back of a dog-related campaign, or has donated for a dog campaign in the past. Or, maybe, it's Christmas, and the contact has donated at Christmas previously. Your email volume should decrease, but by targeting the right people, you should see an increase in the percentage that converts to action.

Answer 199

When is the best time to send out your information and how often you can repeat messages before it makes customers feel that you are bombarding them? Signs that your emails are getting too frequent: Open rates: excess frequency can lead to a decline in open rates Unsubscribe rates: excess frequency can lead to an increase in unsubscribe rates and may show that the audience is getting annoyed

Answer 200

The higher your reputation score, the more likely your emails are to go straight to your recipient's inbox instead of their spam folder.

Answer 201

Hard bounces that result from fake or deregistered email addresses, the volume of emails you send, the open rates, click rates and the number of people who complain or servers that block you.

Answer 202

Data Compliance: Consider carefully the processes and rules that dictate whose details you collect and why they are on your email marketing list. It might be that your list is made up solely of contacts who have opted into your email programme. This should mean that they are all happy to receive your emails. If your list includes customers who have an existing relationship with the wider organisation, you need to make sure that the planned marketing messages are within the scope of expected business relations and whether your privacy policy explains divisional or department-wide data sharing. You should also weigh up whether this means they should be in a different segment so that you can reflect their relationship in your messaging. Double opt-in: To ensure subscribers are clear about what they are signing up for, you can use a double opt-in process when collecting data. This is where users who sign up for email marketing have to confirm their subscription via a separate confirmation email or landing page action before they are officially added to the list. Data Hygiene: Cleaning your data regularly to remove inaccuracies and duplications will help to improve the quality of your mailing list. You should also run the list against a suppression programme to ensure you take out all contacts who have unsubscribed or sent you a direct request to be removed from email lists.

Answer 203

Reduce frequency as fewer emails are opened or clicked Use different subject lines for engaged and non-engaged reader segments Increase offers, discounts or bundles for less engaged readers (this protects your revenue from those who are purchasing without discounting) Change channels away from email (e.g. direct mail) for your high-value non-engaged customers to try and lure them back online

Answer 204

Creating a contact calendar of sends and form there applying supression rules applied at the point of sending (e.g. applied at the point of sending to help automate this process; If [email address] is receiving 'email A' then do NOT send 'email B') based on whichever email ought to take prioroty.

Answer 205

It is critical to ensure that you are contributing to the overarching campaign goals and that messaging is complementary and consistent across all channels. Giving your customers a consistent experience across several channels is shown to boost your campaign results across the board; this technique is known as the multiplier effect. Each multi-channel campaign should have an overarching campaign strategy set by your marketing management. Your email campaign strategy, along with the other channel campaign strategies, will work together to create one effective, comprehensive, multi-channel campaign. The email campaign strategy will form a brief for the creative teams and marketing executives to create email tactics.

Answer 206

Objectives Audience Messaging Format Data brief

Answer 207

Identify what you want to achieve and spell out clearly the role that it is going to play within the wider marketing plan. Generally, this will mean supporting either acquisition or retention-focused goals. -Acquisition programmes are geared towards increasing revenue through growth and building the size of the customer base - Retention campaigns aim to minimise churn and increase profit, share of wallet and sales from existing customers Make sure your objectives are SMART with relevant KPIs, derived form past campaign and/or competitor/industry benchmarks.

Answer 208

Use your organisation's customer personas to guide this stage. The persona supports your campaign goals in multiple ways: - Audience characteristics and motivations will help copywriters and designers tailor the content correctly - Helping you understand what information you have that can help drive personalisation - Underpinning the data brief and who the email will be sent to. Your customer database may already have segment tags that you can use, or you may want to combine data fields. You might want to create 'look a like' audiences of profitable customer groups to guide this stage, or look at reaching out and testing new sectors.

Answer 209

Offline - for sending out further info (e.g. DFS), digital receipts in-store and online promotions Competitions Surveys Accessing content such as whitepapers Through events such as conferences/webinars Remember your methods must be compliant!

Answer 210

Personalisation details (name, title, pronouns, etc.) Demographic data (age, income, etc.) Transaction data (what, when, value, etc.) Browsing data (indicating interests and intentions) Reference data (format, frequency, etc.) Where possible wider but relevant lifestyle data

Answer 211

Messaging should align with each audience segment and reflect the different stages of their customer journey. You should research the the journeys taken by different audience groups and establish: - how they first hear - how do they purchase - what happens after? - what's the process for repurchasing - how when do they lapse - what happens if you reengage with them Combine this knowledge with information from your database that can help you tailor and personalise messages to the segments you selected. You can personalise the messages based on: - Preferences/permissions content (what have they told you they want to hear about?) - Email fields (to from fields, salutations etc) - Offers (different incentives for each segment and your goals for them) - Spend (different messaging based on value segmentation and whether cross-selling, up-selling etc) - Product/category - related to different transactions, enquiries or browsing behaviour - Lifestyle/interests - messaging related to browsing and category interests Other elements your marketing brief should contain include: - Overall writing style and appropriate use of tone - The use of banners, logos and graphics. - the from name and sender email address - what to include in the footer etc

Answer 212

How will the overall email campaign come together? This will include details such as: - The number of emails to be sent out - If the campaign is to be ‘broadcast’ to all recipients at the same time, or not - If the campaign is to be automated around specific timings or trigger actions by customers - The key timing parameters, including day and time of day Building on this, you need to consider what will happen with the response you generate. Consider: - likely response volumes - time period over which the response is predicted to come in - what other channels will it link to and what are the requirements/resources needed for those? Organise all your planned messaging into some form of dashboard or calendar of activity so that you can keep a track of what is going out, what has finished and what is planned for the future For each action within your messaging strategy you should ensure it links to your objectives and that you have sent separate KPIs to measure effectiveness.

Answer 213

Define the logic required to generate the data-pull you need to create a targeted send. Arrange in table - What is the promotion (e.g. Sunday night offer) - Purpose - (e.g. send search abandon follow up for sunday night specific searches) - Logic approach / timing (e.g. segment created based on a) has searched Sun night, b) has not booked - Content / variations (e.g. include offer code)

Answer 214

Whether content and action is based on when a reader opens their email, rather than being fixed at the point of sending. This can influence the content, e.g. count down timers to add urgency to an end of the offer. It can also be used to define content based on the context of the open; if the weather is hot or cold could determine what promotion item of clothing is shown as the main image. Or perhaps an interactive map based on the nearest store location. This technology also allows flexibility in the next action. EG. Channel 4 used email to promote their coverage of the UEFA Women’s Championship: - Pre-game A kick-off countdown timer with all CTAs labelled 'watch from 7 pm'. - At kick-off The timer changed to an image CTA, directing recipients to watch on All 4. - Post-game The CTA changes to highlight the ‘on-demand' watch again content could be accessed.

Answer 215

Brand recognition and the subject line

Answer 216

Overall email performance - opens, clicks, unsubscribes, key action conversions Environment - email client, device, rendering Engagement - read time, click heat maps, activity segments Deliverability - Inbox placement, IP reputation, speed and time of open

Answer 217

Your email platform Website analytics Customer database

Answer 218

Do not take any single metric as a measure of success; you should have a final conversion metric, as well as positive metrics across the board to ensure that the customer and your organisation's wants are being met. Record all your metrics in a consistent way that can easily be referenced and reviewed, in order to report on their effectiveness and inform the direction of future campaigns. In addition to measuring the performance of individual campaigns, trends from multiple sends should be analysed for insight.

Answer 219

By working to make one area of the email get a specific response, you risk the overall success of that email and your broader email activity. e.g. hawaiian pizza.

Answer 220

Research Online, Purchase Offline (ROPO) effect. Today's shoppers check more than ten separate information sources before committing to purchase; browsing sites and reviews, checking ratings/reviews from other shoppers and checking price comparison sites. Once their research is completed online, they then will purchase offline in-store.

Answer 221

Google’s search algorithm rewards mobile-friendly sites by prioritising them in search results and penalising those providing poor mobile user experiences. Consider: Reviewing your customer’s search activity, and the volume of product demand -Google’s free Keyword Tool allows you to assess the number of searches on mobile versus desktop. Using same principles as normal SEO, make sure your mobile site is optimised for SEO. Mobile users still more likely to click organic than sponsored results (as with desktop). As the majority of search activity relates to location, your search results should find relevant location specific info within one click (i.e. your address with postcode, a link to directions, a call button with the correct dialling code built-in).

Answer 222

Consumers have increasingly high expectation from mobile search. When searching for information, users want this to be displayed on the first results page, and not another click or two away. Mobile devices are often used at home in conjunction with offline media like television and print to search for companies, products, and services. People often turn to mobile devices to find local information (e.g. businesses, offers, store opening times)

Answer 223

1 Justify – make a clear business case for the app. 2 Build – use the most cost-effective build technology. 3 Distribute – get your app approved and hosted in-app stores. 4 Promote – market the app to drive downloads. 5 Engage – communicate with users to ensure repeat app usage. 6 Measure success – monitor usage and make refinements. 7 Update – modify app features in line with customer usage behaviour/feedback.

Answer 224

Location – The way people use their mobile depends on their location (e.g. home, commuting, shops). Screen size – Menus and site navigation must be quick and intuitive. Handset interactions – Usage of calling, texting, maps, camera, microphone. Touchscreen and zoom – Providing dynamic user interfaces. Download speeds – Varies based on 3G, 4G,5G, WiFi - each affect what mobile users can do.

Answer 225

Responsive Web Design (RWD) optimises your site experience across different screen sizes without needing to create multiple websites. Using flexible templates, Cascading Style Sheets (CSS), and JavaScript, a responsive site immediately adjusts images, template layouts, and content according to the screen size of a device. RWD is fast and cost-effective Adaptive Web Design (AWD) customises your site experience based on device type. It does this by building a separate site for mobile traffic, independent of your original desktop site. This can be a web layout that serves different versions of the site to different devices based on common screen sizes and resolutions. The browser detects if a visitor is on a mobile device and redirects them to the mobile-optimised version of your site. A dedicated mobile site allows you to tailor the site specifically to improve the User Interface (UI) for functions like registration and checkout. However AWD requires more development time and budget in comparison to RWD. It also requires multiple URLs, which will reduce page rank (as Google rewards brands with a single URL strategy).

Answer 226

Stimulus (heard about brand or identifies their need ZMOT (zero moment of truth) - The process before making a purchase, where the consumer will seek information about your business, through social media and search engines. This is the newest stage owing to the always-on nature of mobile. First moment of truth - the point of purchase, when customer encounters your offering for first time Second moment of truth - The experience. At this point, whether his experience is good or bad, he will now necessarily share his experience with others (contributing to someone else's ZMOT)

Answer 227

How mobile-friendly your activities are based on a scoring system for: Technology - What is your approach to digital innovation and product development? Are you a technology leader or follower? User experience - Does your business deliver a consistent, seamless mobile user experience across all touchpoints of the customer journey? Marketing - Is it easy to find your mobile site and apps using search engines and app stores? Does your marketing consider your customers' previous browsing activity, location, and social media profile? CRM and loyalty - Are your loyalty programmes tightly targeted, relevant and personalised? Are you using the mobile channels your customers feel most comfortable with (e.g. SMS, email, push-notifications etc.)? Data - Does your data accommodate the numerous data collection opportunities mobile allows (e.g. location data, app download and usage, social activity and sharing etc.), and how is this data shared with other parts of the business? Business structure - Does the company support cross-department collaboration or does it operate in silos? Is there a clearly defined mobile vision for the business which all employees understand and commit to?

Answer 228

Being customer-centric in affiliate marketing is more difficult but can be achieved. Because it is a third-party who is referring the customer, for your business to be customer-centric with affiliate marketing your the information you provide them for your affiliate program ads, collateral and promotion material need to be effective. A library of assets could include: - "Boilerplate" sales text - Images and banner ads - Printed materials - Guides and PDFs

Answer 229

Self Managed - Building a tracking and payment system in-house to register and reward successful affiliates. The platform will be administrated in-house, and the technology and systems used will need to be managed internally Third-Party Management - The platform is built, managed and maintained by a 3rd party. This means that you will pay an initial registration and setup fee for the privilege of using the platform. You may also be charged a platform fee for every transaction. Manual Programme - an agreement is made between you and the affiliate built on trust. Tracking links are made through Google Analytics and payments are made manually to the referrer based on reports

Answer 230

Using a combo of digital and offline outreach methods e.g. - Promotion via an affiliate platform - An affiliates page on your website - Attendance at trade shows to recruit affiliates - Manual recruitment via phone call and email

Answer 231

The affiliate channel should be a source of additional conversions after you've maximised your core digital marketing channels, for example, SEM. The reason you need good results from other channels is because affiliate marketing relies on a 3rd party introducing your brand, so your conversion rate optimisation needs to be strong in order for the affiliate to find your program worthwhile. If they are generating traffic to your website, and it isn't leading to conversions and payments, they will lose trust in the program. The affiliate channel should be able to stand alone as a channel that generates conversions directly at a set cost per sale.

Answer 232

Google Display network

Answer 233

- Allows your brand to reach a large volume of potential customers at a low cost. Typically, a display campaign could reach thousands of potential customers at a low cost per thousand impressions (CPM). - Great for brand awareness - Numerous targeting options available - Danger of banner oblivion - browsers very good at blocking them out - Failure to control reputation - Low conversion rates

Answer 234

Contextual targeting - uses factors like demographics, keywords and predefined audience definitions to target users who fit your customer profile Managed placement - researching which websites within your target niche host display ad space and actively targeting them. Retargeting - targeting users with banner ads across the web because they have previously visited your website and didn’t convert. Programmatic - uses AI and machine learning to understand the ideal demographic of a user who converts on your website and creates a 'lookalike audience' based on existing converted users.

Answer 235

Display campaigns need to be integrated into your overall marketing strategy as a supporter of additional conversions, not the lead source of conversion. Display should support all other channels by identifying new audiences and raising your brand profile, which will lead to direct conversions through SEM or direct channels further down the conversion funnel.

Answer 236

You need a SEM strategy to: - Ensure brand discoverability at the right moments by the right person - Appear in relevant searches - Reach specific audiences - Reflect customer journey steps - Drive quality visitors that convert - Deliver a better CX than the competition - Optimise costs between organic and paid search - Assess if you can use organic search (SEO) to achieve your goals or need to invest in paid (PPC) search techniques

Answer 237

A baseline is a measurement or state at a point in time. In this case, the baseline will be the level of search impressions, visitors or sales, etc., that you get to your site before you start putting in place a proper strategy. A benchmark is a measurement of an industry standard, best practice or competitor that you can use to set KPIs and compare your own performance against.

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