MGT 6311 COMPLETE QUESTIONS AND CORRECT
VERIFIED ANSWERS [GET ALL 100% CORRECT] 2024
UPDATE
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its
objectives.
4 components to define a holistic strategy
1. define the mission behind dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying
use of software to buy digital advertising.
What are goals of display ad?
Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
What are the two biggest components of US ad spending, and how are they
trending?
What are the two biggest sources of online traffic, and how are they trending?
How are budgets in the US changing per mobile, desktop, TV and digital?
What are some of the drivers of digital marketing becoming more important?
advanced customer targeting, more accurate measurement and attribution capabilities,
the potential for greater efficiencies with metrics such as cost per lead and the
opportunity for massive, scalable brand advocacy.
Consumers spending more time online.
Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
, Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
behavioral variables e.g. benefit sought
RFM - recency, frequency, monetary
Buyer journey
1. discovery
a. loosening the status quo
b. committing to change
2. consideration
a. exploring possible solutions
b. committing to a solution
3. decision
a. justifying the decision
b. making the selection
Marketing Mix (5 P's)
People, price, place, promotion, product
Porter's Five Forces
digital marketing strategy framework
define digital mission -> define digital strategies -> derive interaction strategy across
customer lifeycle -> measure and improve ROI
Kinda like GOST
What are programmatic ads, and what are their trends?
Programmatic ads are ads served by programs or systems (instead of manual insertion)
and they dominate spend on digital display ad spending.
display advertising goals
build brand awareness
Increase share of voice • Create consumer demand • Inform consumers • Build brand
loyalty • Drive response and sales
How low are click through rates?
Based upon word streams analysis of 3 plus billion in Adwords spend, the average
click-through rate is 1.91% on the Search Network but just 0.35% on the Display
Network.
VERIFIED ANSWERS [GET ALL 100% CORRECT] 2024
UPDATE
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its
objectives.
4 components to define a holistic strategy
1. define the mission behind dig. mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying
use of software to buy digital advertising.
What are goals of display ad?
Build brand awareness
Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
What are the two biggest components of US ad spending, and how are they
trending?
What are the two biggest sources of online traffic, and how are they trending?
How are budgets in the US changing per mobile, desktop, TV and digital?
What are some of the drivers of digital marketing becoming more important?
advanced customer targeting, more accurate measurement and attribution capabilities,
the potential for greater efficiencies with metrics such as cost per lead and the
opportunity for massive, scalable brand advocacy.
Consumers spending more time online.
Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
, Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
behavioral variables e.g. benefit sought
RFM - recency, frequency, monetary
Buyer journey
1. discovery
a. loosening the status quo
b. committing to change
2. consideration
a. exploring possible solutions
b. committing to a solution
3. decision
a. justifying the decision
b. making the selection
Marketing Mix (5 P's)
People, price, place, promotion, product
Porter's Five Forces
digital marketing strategy framework
define digital mission -> define digital strategies -> derive interaction strategy across
customer lifeycle -> measure and improve ROI
Kinda like GOST
What are programmatic ads, and what are their trends?
Programmatic ads are ads served by programs or systems (instead of manual insertion)
and they dominate spend on digital display ad spending.
display advertising goals
build brand awareness
Increase share of voice • Create consumer demand • Inform consumers • Build brand
loyalty • Drive response and sales
How low are click through rates?
Based upon word streams analysis of 3 plus billion in Adwords spend, the average
click-through rate is 1.91% on the Search Network but just 0.35% on the Display
Network.
