Blog post outlining fashion trends
Newsletter on tips to take care of your new garment
Search ads with discounts and a site-link extension leading to product
Skippable pre-roll ad talking about how the clothing is manufactured and designed
This message would have worked better for the “See” stage.
This message would have worked better for the “Care” stage.
This message would have worked better for the “Do” stage.
This message would have worked better for the “Think” stage.
The journey hasn’t changed, customers move through a funnel toward purchase
Apply the same principles you used to use for print, radio, and tv to search and digital
The value of blasting a one-sized-fits-all message at scale
Marketers must understand a customer’s intent
This was a great idea to reward loyal customers.
This tactic would have been appropriate for the “Think” stage.
This tactic didn’t consider personas or opposites attract thinking.
This would have been better as an awareness campaign.
It won’t be able to keep up with the demand.
It could lose its unique differentiator within the market.
There is absolutely zero risk. This is what all brands should do.
It would spend too much money automating its marketing efforts.
Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”
Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card
People who searched for “where to buy chicken curry”
All those who searched for a recipe
An earlier site visit of electronic music schools
People who were interested in half marathons in the area
Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you
Say that you see his point and that this is just a way for you to glean more insights; you’ll be prioritizing demographic data only
Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit
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?
All three principles
Aware of intent
Link to brand
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.
A digital-first brief values e-commerce and has already shaped the creative teams should use.
A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.
You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?
Just focus on the moments where your customers use smartphones and mobile devices
Disregard the feedback and trust that your instincts are correct
Rule out signals such as likes, browse behavior, and reading an article
Go back and try to re-anticipate all the touch points your customers may have
Try a content analysis
Do a cost analysis
Write a positioning statement
Use a Strengths, Weaknesses, Opportunities, Threats framework
It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.
It provides ample detail and prevents contributors from going off message and out of scope.
It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.
Look at your data to get insights on customer behavior
Avoid location data and information relating to time
Just focus on the moments involving cash transactions
Capture each and every moment you can—don’t hold back