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BCS Digital Marketer Part 2

Terms in this set (22)

In Market Segmentation : Psychographic examples are?
social class, personality traits, attitudes, interests, hobbies, lifestyle, values, opinions
In Market Segmentation : Demographic examples are?
age, generation, gender, ethnic background, marital status, family life cycle, family size, education, religion
In Market Segmentation : Geographic examples are?
location, proximity to point of sale, country/continent, region/area, city, urban/rural
In Market Segmentation : behavioural examples are?
consumer knowledge, user status, user rate, loyalty status
What is Customer Acquisition?
Customer acquisition refers to the activities and actions a company takes to gain new customers.​
Stages of a Customer acquisition strategy?
Identify your ideal customer
Define your goals
Choose your customer acquisition channels
Develop a unique strategy for each channel
Communicate with your customers
Measure and improve your strategy
List the customer acquisition channels?
Website​
Email​
Social Media​
Events​
Print​
Recommendations​
Display​
PPC​
Natural search​
Factors to be considered when choosing a digital marketing channel​?
Paid search/Pay-Per-Click advertising (PPC).​
Search Engine Optimisation (SEO).​
Social Media Marketing (SMM).​
Online Public Relations (OPR).​
Email marketing. Display advertising.​
Content marketing.​ Websites.​
Short Message Service (SMS) and Multimedia Messaging Service (MMS).​
Factors to be considered when choosing a digital marketing channel?​
Ease of reaching target audience.​
Accessibility of information.​
Speed of communication.​
Communication with the customer.​
Cost to the organisation.​
Choice for customer.​
Competitors' activities.​
Brand image and development.​
Characteristics of a Business to Business (B2B) relationship
selling one organisation's product to another organisation​
ongoing relationship​
long sales process​
multiple decision makers​
complex buying decisions
buyers are often trained in purchasing/have strong product knowledge
larger spend.
Characteristics of a Business to Consumer (B2C) relationship​
selling products directly to the consumer​
shorter relationship​
short sales cycle​
consumer is encouraged to buy the product immediately​
purchase made on emotional basis as well as on product and price​
more reliance on mass marketing
smaller individual spend.
Stages in the customer lifecycle
Reach; ​
Acquisition; ​
Conversion; ​
Retention; ​
Loyalty.​
Key pinch point in the customer life cycle journey​
poor point of sale​, cluttered/confusing web landing pages​, inability to navigate a platform with ease​
broken web links​, complicated/high charges​
hidden costs​, payment options​
returns policies​, keeping customers waiting​
lack of trust in organisation​, poor/missing reviews.​
What does CLTV stand for?
Customer lifetime value
What does LTV stand for?
Lifetime value
What is customer retention?
Customer retention is the collection of activities a business uses to increase the number of repeat customers and to increase the profitability of each existing customer. Customer retention strategies enable you to both provide and extract more value from your existing customer base.​
Ways companies can improve customer retention
Give great service. Customer retention is fickle when customer service is lacking. ...​
Be quick to resolve issues. Not every product works exactly right and sometimes paid services don¹t meet expectations. ...​
Keep in touch. ...​
Reward loyalty. ...​
Thank your customers.​
Push Marketing Strategy​ (Outbound)
Push marketing is a strategy focused on "pushing" products to a specific audience​
Social media channels are considered to be "push" sources because they're great for launching new or niche products.​
direct marketing​
push marketing is a form of general advertising​
Pull Marketing Strategy​ (Inbound)
when you want to draw consumers to your product​
create loyal customers by providing marketing that showcases what they're looking for.​
focuses on SEO for his online marketing to make his system discoverable to his target market.​
​
What is Content marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.​
What are defined dependencies?​
Brand​
Authority​
Community​
Conversion​
Functions within an organisation that can affects digital and social marketing?
Sales; ​
Distribution;​
Customer service / operations;​
Finance;​
Research and development (R&D);​
IT;​
Marketing.
Sets found in the same folder