The Digital Audit Flashcards
(24 cards)
What are the 7Ps of the Marketing Mix?
- Product
- Price
- Place
- Promotion
- People
- Physical Evidence
- Process
What’s important to think about when looking at the ‘Product’ section of the marketing mix within Digital Media?
- What benefits does your product give your customer?
- Can these benefits be delivered online?
- What other benefits might your customers like? Can these be delivered online?
- What is your business? Can this be delivered online?
- Digital vs Tangible products?
What is included with Online Value Proposition (OVP)?
- Reinforce Brand Values
- Clearly summarise what you’re offering
- Encapsulates the complete experience
What’s included when looking at the ‘Price’ section of the marketing mix within Digital Media?
- New buying models require new pricing models
- Subscriptions
- Pay per view
- Bundling
- Ad-supported content
- Leasing
- Reverse auction
What’s included when looking at the ‘Place’ section of the marketing mix within Digital Media?
- Purchase
- Distribution
- Consumption
- Proximity Marketing
- QR codes
- Promotion
What’s included when looking at the ‘Promotion’ section of the marketing mix within Digital Media?
- Promotional Mix
- Integration
- Creativity
- Interaction
- Globalisation
- Resourcing
What’s included when looking at the ‘Promotion’ section of the marketing mix within Digital Media?
What’s included in digital marketing?
- Websites
- Online Ads
- Mobile apps
- Emerging platforms
- A dynamic dialogue with consumers/customers
What does SOSTAC stand for?
S - Situation Analysis O - Objectives S - Strategy T - Tactics A - Actions C - Control
What does C2C stand for?
Consumer to Consumer (eBay, Social Networks, Peer to Peer, Product Recommendations)
What does B2C stand for?
Business to Consumers (Transactional, Relationship Building, Brand Building, Media Owned)
What does C2B stand for?
Consumer to Business (Consumer feedback, Communities and Campaigns)
What does B2B stand for?
Business to Business (Transactional, Relationship Building, Media-Owned, B2B Marketplaces)
What are some types of online presence?
- E-commerce Site
- Relationship building or Lead-generation site
- Brand-building site (integrated with social media)
- Portal or media site
- Social Network/Community
Why should you avoid digital silos?
- Shouldn’t be treated as a separate activity
- Integrates with and augments other marketing activity
What are some examples of digital experiences?
- Integrated Planning
- Content Marketing
- SEO/Organic Search
- Paid Search/Adwords
- Social Media Marketing
- Email Marketing/Marketing Automation
- Multi-Channel Analytics
What are the Stages of the Customer Journey?
- Awareness
- Consideration
- Purchase
- Service
- Loyalty
- Advocacy
What are the 5 Objectives for a Digital Audit?
- Grow Sales - SELL
- Add Value - SERVE
- Get closer to customers - SPEAK
- Save Costs - SAVE
- Extend the Brand Online - SIZZLE
What are the 5 types of Digital Marketing Audits?
- Google Analytics
- Websites
- Technical
- HubSpot
- Sales and Marketing Alignment
What’s included in a Google Analytics Audit?
- Conversion
- Clicks
- Views and Traffic
What’s included in a Website Audit?
- Performance
- Content and SEO
- Conversion
What’s included in a Technical Audit?
- Speed
- Responsive Design
- Mobile Rendering
What’s included in a HubSpot Audit?
- Landing Pages
- Forms
- Workflows and Emails
What’s included in a Sales and Marketing Alignment Audit?
- Definitions
- Goals
- Handoff Procedure
