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› 1 cov uni topic 5 digital marketing
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1 cov uni topic 5 digital marketing
Jaar 3 (hbo)
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What is PRACE? = plan, reach, act, convert, engage What is plan in PRACE? = working with marketing fundamentals of customer research, segmentation, positioning and development of value proportions What is reach in PRACE? = building awareness of a brand, its products and services on other websites and in offline media in order to build traffic by driving visits to different web presences what is act in PRACE? = persuading site visitors or prospects to take the next step on their journey when they initially reach your site what is convert in PRACE? = when the visitor commits to forming a relationship which will generate commercial value for the business what is engage in PRACE? = building deeper customer relationships through time in order to achieve retention goals What is MAOSTIC? = business mission, marketing audit, swot analysis, marketing objectives, core strategy, marketing tactics, implementation, control Who invented the MAOSTIC and when? = Smith, 1990 what is business mission in MAOSTIC? = the reason for existing, outline its goal what is marketing audit in MAOSTIC? = macro and micro environment, competition, market what is marketing objectives in MAOSTIC? = sell, serve, speak, save, sizzle who invented the 5S framework and when? = Chaffey, 2010 what is core strategy in MAOSTIC? = target markets, positioning, online value proposition, mix of digital media channels what is marketing tactics in MAOSTIC? = who receives the message, content, delivery who defined the marketing tactics and when? = Fill, 2006 what are digital tools? = websites, email, social media, SEO, apps, QR codes, online advertising what is the implementation in MAOSTIC? = define target customers and their needs what is in MAOSTIC? = google analytics, facebook insights what is 5S framework? = sell, serve, speak, save, sizzle What is the benefit of sell = grow sales How is the benefit sell delivered = wider distribution to customers what is a typical objective of the benefit sell? = achieve 10% of sales online in market What is the benefit of serve = add value How is the benefit serve delivered = give customers extra benefits online what is a typical objective of the benefit serve? = increase numbers of customers using online services What is the benefit of speak = get closer to customers How is the benefit speak delivered = conducting online market research through formal surveys what is a typical objective of the benefit speak? = survey 1000 customers online each month What is the benefit of save = save costs How is the benefit save delivered = online mail communications, sales and service transactions to reduce costs what is a typical objective of the benefit save? = reduce costs of direct marketing by 15% through email What is the benefit of sizzle = extend the brand online How is the benefit sizzle delivered = provide new proposition and new experience online while appearing familiar what is a typical objective of the benefit sizzle? = rework online value proposition
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