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Introduction to Digital Marketing.

Digital marketing is the use of digital channels and technologies to promote products and services
to reach customers online. It encompasses a wide range of tactics and platforms, allowing
businesses to target and engage audiences more effectively than traditional marketing methods.

It includes various methods such as:

● SEO (Search Engine Optimization): Making your website more visible in search engine
results, so people can find you easily when they search for related topics.
● SEM (Search Engine Marketing): Paying for ads on search engines like Google to reach
more people searching for your products or services.
● Social Media Marketing: Promoting your business on social media platforms like Facebook
and Instagram to engage with customers and build relationships.
● Content Marketing: Creating helpful content like blogs and videos to attract and keep your
audience's interest.
● Email Marketing: Sending emails to your subscribers to share news, promotions, and other
updates.
● Influencer Marketing: Partnering with popular people on social media to promote your
products to their followers.
● Affiliate Marketing: Working with partners who help you sell products in exchange for a
commission.
● Online Advertising: Using ads on websites and apps to reach specific audiences.

Introduction to Traditional Marketing.

Traditional marketing is the practice of promoting products and services using offline channels
and methods that have been established over many years. It involves reaching customers through
physical and tangible means rather than digital platforms.
Here are some key aspects of traditional marketing:

1. Print Advertising: This includes ads in newspapers, magazines, brochures, and flyers. Print
ads are a classic form of reaching a wide audience and can be tailored to specific
publications or localities.
2. Television and Radio Advertising: Broadcasting ads on TV and radio allows businesses to
reach a broad audience. These mediums are particularly effective for building brand
awareness.
3. Outdoor Advertising: Also known as out-of-home (OOH) advertising, this includes
billboards, posters, and signs placed in public spaces to attract attention and increase
visibility.
 4. Direct Mail: Sending physical mail such as catalogs, postcards, and letters to potential
customers. Direct mail can be targeted based on demographics or geographic location.
5. Event Marketing: Sponsoring or hosting events such as trade shows, conferences, or
community events. These activities allow businesses to connect with customers in person
and build relationships.
6. Public Relations (PR): Managing a business's public image through press releases, media
relations, and other tactics. PR can help increase brand awareness and credibility.
7. Promotions and Discounts: Offering sales, coupons, and other incentives to encourage
customers to buy products or services.

Describe the type of Digital Marketing?

1. Search Engine Optimization (SEO):
● On-Page SEO: Optimizing content, meta tags, titles, headings, and other elements on
your website to improve its search engine ranking for specific keywords.
● Off-Page SEO: Building high-quality backlinks from other websites to improve your
site's credibility and authority.
● Technical SEO: Improving site speed, mobile-friendliness, and crawlability to help
search engines index your site more effectively.
2. Search Engine Marketing (SEM):
● Pay-Per-Click (PPC): Running paid search campaigns on platforms like Google Ads
or Bing Ads, where advertisers pay for each click on their ads.
● Display Advertising: Using visual ads such as banners, images, and videos to
promote products and services across the internet.
● Remarketing: Targeting users who have previously visited your website with ads to
encourage them to return and complete a purchase.
3. Social Media Marketing:
● Organic Social Media: Creating and sharing content on social media platforms like
Facebook, Instagram, Twitter, and LinkedIn to engage with your audience and build
relationships.
● Paid Social Media: Running ads on social media platforms to reach targeted
audiences based on demographics, interests, and behavior.
● Social Media Influencers: Collaborating with influencers to promote products and
services to their followers.
4. Content Marketing:
● Blogging: Creating and maintaining a blog with valuable content related to your
industry to attract and engage audiences.
● Video Marketing: Producing video content for platforms like YouTube to inform,
entertain, and promote products or services.
● Infographics and Visual Content: Creating visually appealing graphics to convey
information and engage audiences.
● Podcasts and Webinars: Hosting audio or video sessions to educate and interact
with your target audience.
5. Email Marketing:
● Newsletter Campaigns: Sending regular emails with updates, news, and promotions
to your subscribers.
● Drip Campaigns: Sending automated series of emails based on user behavior or
specific triggers, such as signing up for a newsletter or making a purchase.
● Segmentation and Personalization: Targeting different groups of subscribers with
tailored content to increase engagement and conversions.
6. Influencer Marketing:
● Micro-Influencers: Working with influencers who have smaller, niche audiences but
higher engagement rates.
● Macro-Influencers: Partnering with influencers who have large followings to reach a
broader audience.
7. Affiliate Marketing:
● Affiliate Programs: Offering commissions to partners who promote your products or
services and drive sales or traffic to your site.
● Affiliate Networks: Platforms that connect businesses with affiliates to help manage
and track affiliate marketing efforts.
8. Online Advertising:
● Display Advertising: Placing visual ads on websites, apps, and social media
platforms to reach targeted audiences.
● Video Advertising: Running video ads on platforms like YouTube and social media to
capture audience attention.
● Native Advertising: Creating ads that blend in with the surrounding content on a
website or app for a more seamless user experience.
9. Web Analytics:
● Data Tracking: Using tools like Google Analytics to monitor website traffic, user
behavior, and campaign performance.
● Insights and Reporting: Analyzing data to understand trends, measure success, and
identify areas for improvement.
10.Conversion Rate Optimization (CRO):
● A/B Testing: Experimenting with different versions of web pages, emails, and ads to
determine which performs best.
● User Experience (UX): Enhancing the user journey on your website to increase
conversions and customer satisfaction.
11.Mobile Marketing:
● Mobile-Optimized Websites: Designing websites to be responsive and user-friendly
on mobile devices.
● Mobile Apps: Developing apps for smartphones and tablets to engage users and
offer personalized experiences.
● SMS Marketing: Sending text messages with promotions and updates to customers
who have opted in.
What is the Best Practices for Your Digital Marketing Strategy?
Here are some best practices for your digital marketing strategy:

1. Define Clear Goals and Objectives:

● Set specific, measurable, achievable, relevant, and time-bound (SMART) goals for
your digital marketing campaigns.
● Align your goals with your overall business objectives to ensure consistency.
2. Know Your Target Audience:
● Conduct market research to understand your audience's demographics, preferences,
and online behavior.
● Create detailed buyer personas to guide your marketing strategies and content
creation.
3. Create High-Quality, Engaging Content:
● Produce valuable and relevant content that resonates with your target audience.
● Use a mix of content types, such as blogs, videos, infographics, and podcasts, to
keep your audience engaged.
4. Utilize Multiple Digital Channels:
● Employ a mix of digital marketing channels (e.g., SEO, social media, email, content
marketing) to reach your audience effectively.
● Tailor your approach for each channel to maximize impact.
5. Leverage Data and Analytics:
● Use web analytics tools like Google Analytics to track and measure your marketing
efforts.
● Analyze data to identify trends, insights, and areas for improvement.
6. Focus on Mobile Optimization:
● Ensure your website and content are optimized for mobile devices.
● Consider mobile-specific strategies such as SMS marketing and mobile apps.
7. Use Social Media Effectively:
● Create a consistent presence on social media platforms relevant to your business.
● Engage with your audience through posts, comments, and messages to build
relationships.
8. Embrace Personalization:
● Use data and insights to personalize your marketing efforts, such as targeted emails
and content recommendations.
● Tailor your messaging to different segments of your audience for a more customized
experience.
9. Implement Strong SEO Practices:
● Optimize your website and content for search engines to improve visibility in search
results.
● Stay updated on SEO best practices and algorithm changes to maintain your
rankings.
 10.Test and Optimize:
● Continuously test different elements of your digital marketing campaigns, such as
ad copy, headlines, and calls to action.
● Use A/B testing to compare different variations and determine which performs best.
11. Use Retargeting and Remarketing:
● Implement retargeting strategies to re-engage visitors who have interacted with your
website or content.
● Use remarketing ads to encourage previous visitors to return and complete a
purchase.
12. Monitor Competitors:
● Keep an eye on your competitors' digital marketing strategies and campaigns.
● Learn from their successes and mistakes to improve your own strategies.
13. Stay Current with Trends and Technologies:
● Keep up with the latest digital marketing trends, tools, and platforms.
● Experiment with new technologies and channels to stay ahead of the competition.
14. Respect Privacy and Data Protection:
● Adhere to privacy regulations and data protection laws (e.g., GDPR, CCPA) when
collecting and using customer data.
● Communicate transparently with customers about how their data will be used.
15. Build Strong Relationships with Customers:
● Focus on providing excellent customer service and support.
● Use social media and email marketing to maintain ongoing relationships with
customers.

What is difference between Traditional Marketing and Digital Marketing?

Aspect Traditional Marketing Digital Marketing

Print media (newspapers, magazines), TV, radio, Online platforms (websites, social media,
Channels
billboards, email,

direct mail, flyers, and events search engines, mobile apps)

Allows for precise targeting based on

Audience Reach Often targets a broad and general audience
demographics,

interests, and behaviors

High engagement through comments,

Engagement Limited direct interaction with customers
likes, shares, and
 direct messages

Easily trackable through analytics tools,

Measurement and Difficult to track and measure results
allowing for

Analytics real-time insights and adjustments

Often expensive due to production and Can be cost-effective, especially for

Cost
distribution costs smaller budgets

(e.g., TV and print ads) and pay-per-click models

Limited ability to change campaigns once High flexibility to adjust and optimize
Flexibility
launched campaigns quickly

based on performance

Generally longer-lasting campaigns (e.g., print Shorter campaign cycles, allowing for rapid
Lifespan
ads, TV ads) iteration

Highly personalized through data-driven

Personalization Less personalized approach
targeting

One-way communication (from business to Two-way communication with active

Interactivity
consumer) audience engagement

Limited by distribution channels and regional Offers global reach through online
Global Reach
restrictions presence

Often relies on local or regional presence and Easily accessible to anyone with an
Accessibility
connections internet connection

More challenging to build and maintain Facilitates ongoing relationships through

Customer Relationship
relationships regular

interactions and personalized content

Why Marketing is Shifting to Digital?
1. Wider Reach and Accessibility:
● Digital marketing allows businesses to reach a global audience and target specific
demographics and interests.
● Online platforms provide access to billions of potential customers, regardless of
geographical location.
2. Cost-Effective:
● Digital marketing can be more cost-effective than traditional marketing, especially
for small businesses with limited budgets.
● Pay-per-click (PPC) and other performance-based advertising models allow
businesses to control costs and optimize spending.
3. Data-Driven Insights:
● Digital marketing provides detailed data and analytics on campaign performance
and user behavior.
● Businesses can use this data to make informed decisions and optimize their
strategies for better results.
4. Real-Time Engagement:
● Online platforms enable businesses to interact with customers in real-time through
social media, live chat, and other channels.
● This immediate feedback allows for quicker responses to customer inquiries and
issues.
5. Personalization:
● Digital marketing allows businesses to personalize content and messaging based on
user data and preferences.
● Personalized marketing can increase customer engagement and conversion rates.
6. Flexibility and Agility:
● Digital marketing campaigns can be adjusted and optimized quickly based on
performance data.
● This flexibility allows businesses to adapt to changing market conditions and trends.
7. Integration with E-commerce:
● Digital marketing seamlessly integrates with e-commerce platforms, making it easier
for businesses to promote and sell products online.
● This connection enhances the customer journey and simplifies the purchase
process.
8. Better Customer Targeting:
● Advanced targeting options allow businesses to reach the right audience with
precision.
● This targeting improves the efficiency of marketing campaigns and maximizes ROI.
9. Innovative Marketing Techniques:
● Digital marketing offers opportunities for innovation, such as interactive content,
virtual and augmented reality, and influencer partnerships.
 ● These innovative techniques help businesses stand out and engage audiences in
new ways.
10.Changing Consumer Behavior:
● Consumers are increasingly using digital channels to research products and make
purchases.
● Businesses need to be present online to meet customers where they are and stay
competitive.

Pros of Digital Marketing:

1. Wider Reach:
● Digital marketing allows businesses to reach a global audience through online
platforms, expanding their market.
2. Targeted Marketing:
● Businesses can target specific demographics, interests, and behaviors to reach the
right audience with precision.
3. Cost-Effective:
● Digital marketing can be more affordable than traditional marketing, with options like
pay-per-click (PPC) and social media advertising.
4. Measurable Results:
● Detailed analytics and data tracking provide insights into campaign performance,
allowing for informed decision-making.
5. Real-Time Engagement:
● Digital marketing enables businesses to interact with customers in real-time through
social media, live chat, and other channels.
6. Personalization:
● Businesses can tailor content and messaging based on user preferences and data,
increasing customer engagement.
7. Flexibility and Agility:
● Digital marketing campaigns can be adjusted quickly based on performance data,
allowing for rapid optimization.
8. Innovative Marketing Techniques:
● Opportunities for innovation include interactive content, virtual and augmented
reality, and influencer partnerships.
9. Integration with E-commerce:
● Seamless integration with e-commerce platforms enhances the customer journey
and simplifies purchases.
10.Higher ROI Potential:
● With precise targeting and cost-effective campaigns, digital marketing can offer a
high return on investment.
 Cons of Digital Marketing:

1. Intense Competition:
● The digital space is crowded, and businesses must work hard to stand out from
competitors.
2. Ad Blockers:
● Some users employ ad-blocking software, which can limit the reach and
effectiveness of digital ads.
3. Privacy Concerns:
● Collecting user data raises privacy concerns and requires compliance with data
protection regulations.
4. Dependence on Technology:
● Technical issues, website downtime, or platform changes can impact digital
marketing efforts.
5. Evolving Algorithms:
● Search engines and social media platforms frequently update their algorithms,
affecting visibility and reach.
6. Learning Curve:
● Digital marketing involves a range of tools and platforms, requiring ongoing learning
and adaptation.
7. Negative Feedback and Reviews:
● Negative feedback can spread quickly online, potentially harming a business's
reputation.
8. Content Saturation:
● The abundance of online content can make it challenging to capture and retain
audience attention.
9. Ad Fatigue:
● Overexposure to ads can lead to ad fatigue, causing users to ignore or block ads.

Discuss various factors that are responsible for evolution of digital marketing.
1. Technological Advancements:
● Internet and Broadband: The widespread availability of the internet and high-speed
connections has enabled businesses to reach customers online.
● Mobile Technology: The rise of smartphones and mobile devices has led to a
significant shift towards mobile-friendly content and advertising.
● Emerging Technologies: Developments such as artificial intelligence (AI), machine
learning, virtual reality (VR), and augmented reality (AR) have opened new avenues
for innovative marketing techniques.
2. Changes in Consumer Behavior:
● Online Shopping: Consumers are increasingly using the internet to research
products and make purchases online, driving the need for businesses to establish an
online presence.
 ● Social Media Engagement: Social media platforms have become an integral part of
daily life, influencing how businesses interact with customers and promote products.
● Demand for Personalization: Consumers expect personalized experiences,
prompting businesses to tailor content and messaging to individual preferences.
3. Data Availability and Analytics:
● Data Collection: The ability to collect and analyze large amounts of data has
provided businesses with insights into customer behavior and preferences.
● Data-Driven Decision Making: Marketers can use data to inform strategies, optimize
campaigns, and measure the success of digital marketing efforts.
4. Shifts in Advertising and Marketing Channels:
● Rise of Social Media: Social media platforms have become important advertising
channels, enabling businesses to target specific audiences and engage with
customers directly.
● Influencer Marketing: Collaborations with influencers have become a popular
strategy for reaching niche audiences and building brand credibility.
● Content Marketing: The focus on creating valuable and engaging content has
become a key strategy for attracting and retaining customers.
5. E-commerce Growth:
● Online Marketplaces: The success of platforms like Amazon and eBay has driven
businesses to establish their own e-commerce presence.
● Seamless Integration: The integration of digital marketing with e-commerce
platforms enhances the customer journey and simplifies purchases.
6. Regulations and Compliance:
● Data Protection Laws: Regulations such as the General Data Protection Regulation
(GDPR) have prompted businesses to prioritize user privacy and data security.
● Transparency: Businesses are increasingly expected to be transparent about how
they collect and use customer data.
7. Changing Business Models:
● Subscription Services: The rise of subscription-based business models has
influenced digital marketing strategies to focus on customer retention and lifetime
value.
● Online-First Startups: Many modern businesses are digital-native and focus on
online channels for marketing and sales from the outset.
8. Globalization:
● International Markets: Digital marketing allows businesses to reach customers
around the world, leading to strategies that cater to different cultural and regional
preferences.
● Cross-Border E-commerce: Online shopping across borders has become more
common, requiring businesses to adapt their marketing to different markets.

“The modern digital customer journey begins with self- evaluation, and this customer “self- education”
begins with social.” Summarize this statement.
The statement emphasizes the changing nature of the modern digital customer journey, which
begins with customers actively educating themselves online before making purchasing decisions.
This self-education process starts with social media and involves several key aspects:

1. Researching and Gathering Information:

● Customers use social media platforms to research products, services, and brands
that interest them.
● They read posts, watch videos, and look at reviews and comments from other users
to gather information and insights.
2. Engaging with Others' Experiences:
● Social media allows customers to learn from the experiences and opinions of others
who have already purchased or used the product or service.
● Customers may seek recommendations from friends, family, or influencers, and
consider user-generated content such as testimonials and reviews.
3. Exploring Options and Alternatives:
● Social media provides a space for customers to compare different options and
alternatives available in the market.
● Customers can explore different brands, products, and services side by side, based
on the content shared by businesses and other users.
4. Building Trust and Credibility:
● Customers use social media to assess the credibility and trustworthiness of a brand
or business.
● They may look for signals such as a strong online presence, customer service
interactions, and how the brand responds to feedback.
5. Influencing Purchase Decisions:
● The information and opinions customers gather on social media heavily influence
their purchase decisions.
● Positive reviews, recommendations, and engaging content can sway customers
toward making a purchase.
6. Shaping Customer Perceptions:
● Social media interactions and content shape customers' perceptions of a brand or
product.
● Businesses need to manage their online reputation and ensure consistent
messaging across different platforms.
7. Fostering Brand Loyalty:
● Customers who have positive experiences on social media are more likely to
become loyal to a brand.
● Building relationships with customers through social media can lead to repeat
business and word-of-mouth referrals.
The modern digital consumer is a tech-savvy individual who relies on digital channels and
platforms to research, engage with, and make purchasing decisions about products and
services. Their digital journey is characterized by a series of stages that encompass
self-education, engagement, and decision-making. Here's a detailed explanation of the modern
digital consumer and their digital journey:

Characteristics of the Modern Digital Consumer:

1. Informed and Empowered:
● Digital consumers have access to a wealth of information and can easily research
products and services online.
● They rely on reviews, ratings, and opinions from peers to make informed decisions.
2. Mobile-Centric:
● Many modern consumers use smartphones and tablets as their primary devices for
browsing and shopping online.
● Mobile-optimized websites and apps are essential for providing a seamless
experience.
3. Connected and Socially Engaged:
● Digital consumers are active on social media platforms, where they share
experiences, seek recommendations, and engage with brands.
● They expect brands to be responsive and engaging on social channels.
4. Demand for Personalization:
● Modern consumers expect personalized experiences tailored to their preferences
and behaviors.
● Businesses must leverage data to provide customized recommendations and
targeted offers.
5. Privacy-Conscious:
● Digital consumers are increasingly aware of data privacy and expect businesses to
handle their information responsibly.
● Transparency and adherence to privacy regulations are key to building trust.
6. Value-Oriented:
● Consumers seek value for their money and are often looking for deals, discounts,
and special offers.
● They may compare prices and features across multiple brands before making a
decision.

Stages of the New Consumer’s Digital Journey:

1. Awareness:
● The journey begins when a consumer becomes aware of a need or desire for a
product or service.
 ● Awareness may be sparked by social media content, online ads, influencer
recommendations, or news.
2. Research and Evaluation:
● Consumers conduct research online to evaluate options and gather information.
● They read reviews, watch videos, visit brand websites, and compare different
products and services.
3. Engagement:
● Consumers engage with brands through social media, email, live chat, or other
digital channels.
● Engagement may include asking questions, seeking advice, or expressing interest in
a product.
4. Consideration:
● Consumers narrow down their options and weigh the pros and cons of different
choices.
● They may compare prices, features, and benefits to make an informed decision.
5. Purchase:
● After considering their options, consumers make a purchase decision.
● They may use e-commerce platforms, mobile apps, or online stores to complete their
transaction.
6. Post-Purchase Experience:
● After purchasing, consumers evaluate their experience with the product and brand.
● A positive experience can lead to repeat purchases and loyalty, while a negative
experience may result in sharing negative feedback online.
7. Advocacy:
● Satisfied consumers may become brand advocates, sharing positive experiences
and recommending the brand to others.
● Advocacy can take the form of social media posts, reviews, testimonials, and
word-of-mouth recommendations.

Discuss the limitations of mobile marketing.

1. Limited Screen Size:
● Smaller screens can make presenting content effectively more challenging.
2. Privacy Concerns:
● Reliance on location data and personal information can raise privacy issues.
3. Ad Fatigue:
● Overexposure to ads can lead users to ignore or block them.
4. Technical Limitations:
● Slower network speeds and limited device performance can impact user experience.
5. Fragmentation of Platforms:
● The mobile market is divided across different operating systems and devices,
making optimization complex.
6. App Installation and Retention:
 ● Convincing users to install and stay engaged with apps can be challenging.
7. Regulation and Compliance:
● Mobile marketing must adhere to various regulations, which can be complex.
8. Increased Competition:
● The crowded mobile space can make it difficult to stand out.

Explain the term Marketing.

Marketing is a business discipline that involves promoting, selling, and distributing products or
services to meet the needs and desires of customers. It encompasses a range of activities aimed
at identifying, attracting, engaging, and retaining customers. Marketing includes understanding
customer preferences, creating value, and delivering that value through various channels.
Push Marketing:
Push marketing is a promotional strategy where businesses actively push their products or
services to potential customers through various advertising and sales tactics. The goal is to
create demand and encourage customers to make a purchase.

Key features of push marketing include:

 ● Outbound Tactics: Push marketing relies on outbound methods such as direct mail, email
marketing, telemarketing, TV and radio ads, print advertisements, and in-person sales
efforts.
● Immediate Impact: The strategy aims to generate immediate sales and boost short-term
revenue.
● Control: Businesses have greater control over the messaging and timing of their
promotions.
● Awareness: Push marketing is effective for raising awareness about a new product or
service and creating initial interest.

Pull Marketing:
Pull marketing, also known as inbound marketing, is a strategy where businesses focus on
attracting customers by providing valuable content and creating a strong brand presence. The
goal is to draw customers to the business naturally through interest and engagement.

Key features of pull marketing include:

● Inbound Tactics: Pull marketing relies on inbound methods such as content marketing,
search engine optimization (SEO), social media marketing, and influencer partnerships.
● Long-Term Relationship Building: The strategy aims to build lasting relationships with
customers by providing them with useful and relevant content.
● Customer Engagement: Pull marketing encourages two-way communication and
interaction with customers.
● Attracting Interested Customers: The strategy targets customers who are already
interested in the product or service, making them more likely to convert.

Brand equity refers to the value that a brand adds to a product or service beyond its functional
attributes. It represents the worth of the brand, which can influence how customers perceive,
recognize, and respond to the brand. This value can be both tangible and intangible,
encompassing factors such as customer loyalty, brand recognition, perceived quality, and
emotional connection. When a brand has strong equity, customers are more likely to choose its
products over competitors, even if the products are similar.

Key components of brand equity include:

1. Brand Awareness:
● The extent to which customers can recognize or recall a brand.
● Strong brand awareness can lead to increased customer trust and preference.
2. Brand Loyalty:
● Customers' commitment to a brand, resulting in repeat purchases and advocacy.
 ● High brand loyalty can lead to stable revenue streams and lower marketing costs.
3. Perceived Quality:
● Customers' perception of the overall quality of a brand's products or services.
● Perceived quality can influence purchase decisions and customer satisfaction.
4. Brand Associations:
● The attributes, benefits, and images that customers associate with a brand.
● Positive associations can enhance brand equity and differentiate a brand from
competitors.
5. Other Proprietary Assets:
● Intangible assets such as patents, trademarks, and distribution channels that
provide a competitive advantage.

Customer-based brand equity (CBBE) is a model that focuses on the relationship between
customers and a brand, emphasizing the perspective of the customer. This model suggests that
brand equity is built through customer experiences and perceptions of the brand.

The most well-known model of customer-based brand equity is the CBBE model proposed by
Kevin Lane Keller, which includes four main levels:

1. Brand Identity:
● This level involves creating brand awareness so that customers can recognize and
recall the brand.
● It includes building associations with the brand name, logo, and other visual and
verbal elements.
2. Brand Meaning:
● This level encompasses the functional and emotional associations customers have
with the brand.
● It includes perceived quality and brand associations, such as specific product
features or brand values.
3. Brand Response:
● This level involves customers' judgments and feelings about the brand.
● Judgments may include opinions on quality, credibility, and consideration, while
feelings involve emotional responses.
4. Brand Resonance:
● The highest level of the CBBE model, brand resonance refers to the depth of the
relationship customers have with the brand.
● It includes loyalty, attachment, engagement, and a sense of community with the
brand.

describe 6s digital marketing strategy

The 6S digital marketing strategy is a framework that can help businesses plan and execute
effective digital marketing campaigns. It outlines six key components that marketers should focus
on to create successful strategies and achieve their goals. These components are often referred
to as the 6S's:

1. Scope:
● Define the scope of the digital marketing campaign by outlining its goals and
objectives.
● Consider the target audience, the desired outcomes, and the overall vision for the
campaign.
● Establish key performance indicators (KPIs) to measure success and guide
decision-making.
2. Strategy:
● Develop a clear strategy to achieve the defined goals and objectives.
● Decide which digital channels (e.g., social media, email marketing, search engine
optimization) to use and how they will work together.
● Plan the customer journey and the steps that will lead customers from awareness to
conversion.
3. Structure:
● Determine the structure of the campaign, including the resources, budget, and team
roles needed to execute it.
● Define the timelines, responsibilities, and workflows for different aspects of the
campaign.
● Organize the digital assets and content needed for the campaign.
4. System:
● Set up the necessary systems and tools to support the digital marketing campaign.
● Implement marketing automation, customer relationship management (CRM), and
data analytics tools.
● Establish processes for tracking and analyzing campaign performance.
5. Skills:
● Ensure the team has the necessary skills and expertise to execute the campaign
effectively.
● Provide training and support for team members to stay updated on the latest digital
marketing trends and best practices.
● Consider outsourcing certain tasks or working with experts if necessary.
6. Style:
● Define the brand's style and tone of voice to maintain consistency across all digital
marketing efforts.
● Create cohesive and engaging content that aligns with the brand's identity and
resonates with the target audience.
● Adapt the brand style to suit different digital channels while maintaining overall
consistency.