Digital Strategy and Web Analytics Fundamentals
Topic 1: Digital Strategy
What is the digitalization of the economy?
It describes the transition from an industrial age to an age of knowledge and creativity characterized by digital technologies and digital business innovation.
What are the main characteristics of Web 1.0, 2.0, and 3.0?
Web 1.0 (Push): Static Web, Rigid Navigation, User reader, One-way communications.
Web 2.0 (Share): Frequent content updates, Users as consumers and generators, Two-way communications.
Web 3.0 (Live): Intelligent searches, associative user, semantic web.
What is datification?
Datification is the transformation of actions into quantified online data.
Digital Marketing was born with Web 2.0. True or false and why?
False, digital marketing was born with Web 1.0.
Definition of Digital Marketing:
Digital Marketing is the strategic process of creating, pricing, promoting, and distributing goods and services to a target audience through the internet using digital tools.
What are Search Engines and why are they important for Digital Marketing?
A search engine is a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user. They are tools and means that we can use individually or in combination to meet the objectives that we have set for ourselves in our marketing and digital communication plan.
What does PPC mean and why is it important for Digital Marketing?
PPC is Pay-Per-Click.
What is Guerrilla Marketing and why is it important in Digital Marketing?
Name 5 key differences between Traditional and Digital Marketing.
Traditional: One-way communication, very limited and imprecise segmentation, Distribution channels: Traditional media (TV, press, radio, etc.), Buying time: medium-long time, Costs: Minimal major investment/uncertain ROI.
Digital: Bidirectional communication, High degree of segmentation, Distribution channels: Digital online medium (Desktop, Mobile, and POS), Buying time: Short and immediate, Costs: Better defined investments/precise ROI.
What does the concept of “Marketing in a digital world” mean, and what makes it different from the concept of “Digital Marketing”?
The world we live in is digital, and you are simply marketing in it. Rather than thinking about marketing in channels and silos, we should think about marketing as trying to solve problems and determine the most effective way to solve those problems.
Name 5 types of audience segmentation that we use in Digital Marketing.
Geographical segmentation, Language segmentation, Keyword targeting, Segmentation by time slot, Thematic segmentation.
What is flexibility in Digital Marketing and why is it an advantage?
Flexibility equates to the ability to make changes to the strategy in the middle of a campaign. It is an advantage because it allows us continuous adaptations and modifications according to the demands of the moment.
What are the three types of actions we intend to measure in Digital Marketing?
Data and onsite actions, Offsite data and actions, actions that occur offline.
What are the 4 Fs of Digital Marketing?
Flow, Functionality, Feedback, and Fidelity.
Give an example of quantitative and qualitative objectives for a Digital Marketing campaign.
Quantitative: Increasing online sales by a percentage.
Qualitative: Increase brand recognition.
List 5 Digital Marketing techniques, with their main advantages and disadvantages.
Search Engine Marketing (SEM):
- Benefits: Almost immediate results.
- Disadvantages: Mistrust of users (eluded clicks).
Search Engine Optimization (SEO):
- Benefits: The first three results account for 95% of clicks.
- Disadvantages: The results are beginning to be observed in the medium-long term.
Social Media Optimization (SMO):
- Benefits: Expansive and accelerated diffusion.
- Disadvantages: Ephemeral results if you don’t persevere.
Content Marketing:
- Benefits: Strengthening the brand image.
- Disadvantages: Investment in resources and ROI not guaranteed.
Mobile Marketing:
- Benefits: Large visibility.
- Disadvantages: Budget gaps.
Topic 2: Web Analytics
The only goal of web analytics is conversion. True or false?
False.
What is the difference between the number of users and the number of sessions?
The number of users is the number of people that visit your website, and the number of sessions measures the series of interactions that a visitor has with your site.
When does Google consider that a user has bounced? What can we do to change it?
Google Analytics categorizes a user who engages with a single page on your site as a bounce whether they spend 10 seconds or 10 minutes on that page. That’s why it’s more useful to track “engaged time,” which tells you the amount of time someone viewed a single page on your site before leaving, so you can get a more detailed assessment of your bounces.
What is the CTR?
CTR (Click-Through Rate) is the number of clicks divided by the number of impressions. CTR serves as an indicator of the effectiveness of the ad.
What is CPL?
CPL (Cost per Lead) is the average cost per lead. It is calculated as the accumulated cost divided by the total number of leads.
What do we measure with ROI?
ROI (Return On Investment) measures the profitability obtained on each euro invested.