Marketing Concepts28% of the exam
Marketing strategy components and SMART objectives
How an email marketing strategy hangs together: omni-channel thinking, the four elements of email strategy, the five strategy tips (customer view, data inventory, prioritising, success criteria, single view) and SMART objectives with KPIs that match the business objective.
Describe key components of a marketing strategy and how they align with the overall marketing purpose.
~6 min read · 9 practice questions ·
What the exam expects
- Recognise omni-channel marketing and name the three steps Trailhead gives for building omni-channel experiences.
- Place an activity in the right one of the four elements of email marketing strategy.
- Apply the five digital marketing strategy tips: walk the customer's interactions, inventory data and identifiers, prioritise use cases, set success criteria, build a single view of the customer.
- Rewrite a vague goal as a SMART objective and check that its KPIs measure the business objective rather than effort.
- Tell zero-party data apart from first-party data.
- Key terms: omni-channel marketing (seamless experiences across digital channels, whatever the device); first-party data (insights you collect about your customers and their behaviour); zero-party data (optional information a consumer willingly provides); SMART (specific, measurable, attainable, realistic, timely); KPI (a goal or metric tailored to a campaign, organisation or industry).
Key facts
Omni-channel steps
- Detail
- Onboard customers; activate first-party data; measure your marketing
Measurement mix
- Detail
- Individual insights plus group insights
Four elements
- Detail
- Know your audience; create great content; analyze results; evolve your strategy
Benchmarks
- Detail
- Belong to Analyze results
Use-case scoring
- Detail
- Effort, business impact, customer impact on a 1-5 grade
Data inventory
- Detail
- Systems with PII and the unique identifiers in each, before the data model
SMART
- Detail
- Specific, measurable, attainable, realistic, timely
Baseline
- Detail
- Reference point for judging KPIs over time
Zero-party data
- Detail
- Optional data the consumer willingly provides
Sources for this section (5)
- Omni-Channel Marketingtrailhead.salesforce.com (opens in a new tab)
- Identify Preferencestrailhead.salesforce.com (opens in a new tab)
- Define Your Digital Marketing Strategytrailhead.salesforce.com (opens in a new tab)
- Analyze Your Marketing Programtrailhead.salesforce.com (opens in a new tab)
- Update Your Privacy Strategytrailhead.salesforce.com (opens in a new tab)
- Why does Trailhead say a new platform only takes you partway to your goals?
- When you onboard a customer on any channel, what three things does the first message do?
- Which grading scale does the prioritising tip suggest?
- Why must a marketer act on the zero-party data a preference center collects?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Engagement Foundations pack
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