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Thursday, 24 January 2019
What would you recommend for a company that wasn't yet clear who their target is or their unique benefit?
January 24, 2019
Do a cost analysis
Use a Strengths, Weaknesses, Opportunities, Threats framework
Write a positioning statement
Try a content analysis
What is the risk to a brand if it wants to be everything to every possible customer?
January 24, 2019
It won't be able to keep up with the demand.
There is absolutely zero risk. This is what all brands should do.
It could lose its unique differentiator within the market.
It would spend too much money automating its marketing efforts.
What is the main difference between a traditional campaign brief and a digital-first one?
January 24, 2019
A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.
A digital-first brief values e-commerce and has already shaped the creative teams should use.
A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.
A digital-first brief highlights all the digital formats and channels available to creatives.
Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?
January 24, 2019
The journey hasn't changed, customers move through a funnel toward purchase
The value of blasting a one-sized-fits-all message at scale
Marketers must understand a customer's intent
Apply the same principles you used to use for print, radio, and tv to search and digital
You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?
January 24, 2019
Just focus on the moments where your customers use smartphones and mobile devices
Rule out signals such as likes, browse behavior, and reading an article
Disregard the feedback and trust that your instincts are correct
Go back and try to re-anticipate all the touch points your customers may have
What would be the best format and message for a women's clothing retailer in the "Do" stage?
January 24, 2019
Blog post outlining fashion trends
Newsletter on tips to take care of your new garment
Skippable pre-roll ad talking about how the clothing is manufactured and designed
Search ads with discounts and a site-link extension leading to product
Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?
January 24, 2019
Link to brand
Aware of intent
Digital-first
All three principles
To capture the "Do" stage for a marketing campaign selling men's razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?
January 24, 2019
This tactic would have been appropriate for the "Think" stage.
This would have been better as an awareness campaign.
This tactic didn't consider personas or opposites attract thinking.
This was a great idea to reward loyal customers.
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