E-marketing Exam

Introduction
1 Build strategy (Why is this not the recommended method. Why is for free not
free)
2 Solution flavors (Explain difference between public cloud, open source, and
custom development. Decide for a given situation what is the best pick)
Intro e-commerce
1. Trends in e-Commerce (Research report 'e-Commerce' in Belgium (Comeos,
2014): be able to answer the 3 research questions. Don't study the figures. Be able to
comment the paragraphs (but don't study profoundly, being able to summarize key
messages is fine): E-commerce experience, Current online shopping behaviour,
Online purchases, Sector focus, E-Commerce trust, Internet problems, Attitude)
2 e-Commerce pleonasm (Why is e-Commerce becoming a pleonasm?)
3 Benefits selling online (Benefits, best suited goods)
4 Benefits buying online (Be able to give 5 benefits of buying online. Be able to
explain any of the benefits.)
5 Forget about webshop ("5 reasons why you should think twice": explain such a
reason if provide with the title. List 3 reasons if asked for.)
1 Environmental analysis
o A Niche market research
1 How to research niche ? (Know why it is important to chose a profitable niche
market
2 Niche marketing defined (e able to explain the concepts of 'niche market' and
'niche marketing'
3 Basic methodology (Be able to explain the basis methodology)
3a Identify your audience(Be able to explain the basis methodology)
3b Keywords research(Be able to explain the basis methodology)
3c Analyse competitors(Be able to explain the basis methodology)
3d Research industry(Be able to explain the basis methodology)
3e Take decision(Be able to explain the basis methodology)
4 G Adw Keyword Tool (Video content to be known, broad vs exact, long tail)
5 Google Trends (Be aware of the tool and its uses)
6 Amazon (Video 13: remember key possibilities so you can provide a summary of
key messages)
7 Other free tools (Be able to explain some other methods you can use)
8 ACT: find niche (Be able to apply concepts to a case)
o B Internal Environment
1 Internal environment (Know and be able to perform an analysis of the internal
environment)
2 Current website (Be able to perform an usability analysis on a website based on
"Guided User Experience", "Text Clarity" and "Design Consistency")
3 Online presence (Using webmaster tools to check online presence)
4 Social media presence (Know there are social media monitor tools to check this)
2 Strategic analysis
o A SWOT analysis
1 SWOT What? How? (Be able to perform a SWOT)
2 SWOT example (Be able to perform a SWOT

 3 Competitor analysis (Know and be able to perform a structured competitor

analysis)
4 CA Template(Know and be able to perform a structured competitor analysis)
5 Product comparison(Know and be able to perform a structured competitor
analysis)
6 ACT: strategic analysis(Be able to apply concepts to a case)
3 Objective setting
o A Objectives
1 Understanding objectives (Be able to formulate Broad, Long/Mid term, Detailed
objectives, understand tangible <> intangible)
2 Detailed objectives (be able to formulate a smart detailed objective)
4 CSF (Know and be able to formulate CSF)
5 ACT: e-Objectives (Be able to perform an objectives setting)
4 Core strategy
o A Market your webshop
1 Target your audience (Be able to define a target audience and explain how and
why (no theory))
2 Target your customer needs(Value chain, (changing) online value chain, creating
value, finding places to create value)
3 Market cross-platform(Explain concept Cross Platform marketing, decide for a
case)
4 Build trust(Be able to come up with trust building methods for a case)
5 Present and reachable(Methods to reach you - know and able to apply)
6 Guide your customers(Funnel page concept)
7 Give good value(Helping concept, come up with ideas for a case)
8 ACT: market your idea(be able to apply to a case)
o B Design your webshop
1 The eight steps of webdesign(If given a case, be able to explain how you will
approach. Be able to explain)
3 Why wireframe ? (explain why you would use wireframing)
10 ACT: Design & Wireframe (Be able to make a pencil wirefram design)
o C Internet marketing strategy
1 Internet Marketing tree(Be able to explain the root, trunk, branch elements of the
internet marketing tree)
o D SEO Strategy
1 What is SEO? (SEO definition, be able to explain difference between SEO &
SEA, White hat/black hat (just explain what it means), skip "the early days", explain
on which search engines to focus under limited time and budget)
2 SEO Why? (SEO and being found, or also conversion ?, Cost effectiveness
(explain it))
3 Approaching SEO(Name/explain components of SEO, be able to explain the
SEO process and what onsite/offsite means)
4 Understanding a SE(Be able to comment on how a search engine works)
5 User behaviour and SE(How do users behave towards natural/sponsored
results ?, AIDA: be able to reason on this, but you don't need to be able to reproduce
the table, long tail keywords concept)
6 Content is King(Writing for the web, (skip HTML), rules for body text, link text
(skip the html))

 7 Defining SERP text(Defining the SERP text (Meta Tag, Meta Description, Tips
for writing powerfull text), Different keyword placement (SERP or Website))
8 Client side SEO(Layered assemly: be able to explain the role of HTML, role of
CSS and role of functionality layer. Skip HTML or CSS code. You don't have to be
able to discuss the programming languages mentioned under "functionality")
9 Server side SEO(understand and explain the concept, example of 404 marketing.
Know you need to register your website. Skip the rest (dont need to study return
codes bullet list)
10 Linkbuilding(Know and explain value of a link)
12 ACT: A SEO friendly result (Be able to give consultancy to improve a text into
so SEO friendly one)
o E SEM Strategy
1 Comparing SEO & SEA(Be able to position when to use SEO, when to use SEM,
how to combine them)
2 SEM Acronyms on cost(you need to know and be able to explain the cost
acronyms)
3 More SEM acronyms(you need to know and be able to explain the acronyms)
4 Landing Page(When to use a landingpage, what is it)
5 Google Adw concepts
o F2 Adwords
2 Your first campaign(Search & Display network, target devices, location, Bidding
& budget)
3 Set up a new campaign(Be able to design an advertising structure)
4 Ad Extensions(Know what Ad Extensions can do)
5 Ad Groups(Why multiple ad groups ?, Keywords tools & selection for Ad
Group)
6 ACT: Set up a Campaign (Be able to apply concepts to a case)
G E-mail marketing (Be aware of the high ROI of email marketing)
1 Introduction(Permission, Legislation)
2 Benefits(Be able to give 5 benefits of e-mail marketing. Be able to explain any
of the benefits.)
4 Get started(What is wrong about using your own email account.)
6 E-mail campaigns(Be able to apply to a case)
7 Get e-mail opened(Be able to apply to a case)
8 Basics of e-mail(Be able to apply to a case)
9 Measuring results(Be able to explain what you can measure)
10 ACT: E-mail mkt(Be able to apply to a case)
o H Social Media Mkt strategy
2 Benefits social media(Top 3 benefits of having a small business social media
strategy)
3 The 2014 CMO Guide to social media(Be able to provide consultancy on which
social media tool to use for which reasons)
4 Where to start ? (Be able to apply concepts to a case)
5 Social media strategy(Be able to apply concepts to a case as a consultant)
6 Social media dangers(Be able to comment on the dangers of social media)
7 Social media basics(Be able to apply concepts to a case)
8 ACT: social media mkt idea(Be able to apply concepts to a case)
o I Social media tools marketing walk through

 1 G+ Marketing(Be aware why you need to have a Google+ account even if not
used afterwards)
5 Pinterest marketing tips(Be able to provide consultancy using at least 5 tips)
6 Instagram marketing tips(Be able to provide consultancy using at least 5 tips)
7 LinkedIn(Be able to provide consultancy using at least 5 tips)
8 Twitter marketing(Be able to provide consultancy using at least 5 tips)
9 Facebook marketing(Why and how to create a Facebook Page Vanity url, Why and
how to use Facebook Page Tabs, Why and how to create a 'landing page' in a
Facebook Fan page, How to use and create Facebook ""Like Ads"" to grow your Fan
page & Business. Skip email signup, Why and how to send an update to your
Facebook Page fans, Understand what and why F-badges and plugins, why registratio
plugin. Provide consultancy on different ways to reach people near your business.
Skip create F-Store & import store. Be able to apply FB marketing to a case)
10 ACT: Social media mkt implementation
5 Tactical actions
o A Payment systems
1 Payment systems(know and explain Payment services, gateway, acquirer)
2 Mobile payment trends(Electronic wallet, Operator billing, in-app payment,
micro payment, NFC)
3 Wallet wars(Position functionality of Google Wallet, Apple Pay)
4 ACT: Payment system(Be able to apply concepts to a case)
o B Mobility
1 Mobility trends(Comment on the trends for 2014)
3 Subscription Services(Explain subscription services, including RSS)
4 Location services(No theory question, but be able to provide consultancy on
domain)
5 Mobile Advertising(No theory question, but be able to provide consultancy on
domain)
6 Mobile coupons(No theory question, but be able to provide consultancy on
domain)
7 Loyalty program(No theory question, but be able to provide consultancy on
domain)
11 Your own app(No theory question, but be able to provide consultancy on
domain)
12 Augmented reality(No theory question, but be able to provide consultancy on
domain)
13 ACT: mobile strategy(Be able to provide consultancy for a given case on mobile
strategy)
6 Implementation
7 Evaluation & control
o A Google Analytics Ac.
1 Intro and study guide(You will get some of the multiple choice questions below
the video training on the google academy website.)
2 Start with e-analytics(You will get some of the multiple choice questions below
the video training on the google academy website.)
3 Using Google Analytics(You will get some of the multiple choice questions
below the video training on the google academy website.)
4 Actionable data GA(You will get some of the multiple choice questions below the
video training on the google academy website.)

 5 Google Anal. reports(You will get some of the multiple choice questions below
the video training on the google academy website.)
6 ACT: Measure & control(no exam questions)
o B Facebook Insights
1 Facebook Insights Video(What is Facebook Insights? Give 2 examples of Page
metrics, Post metrics. Page metrics are different from Post metrics. Explain. By
analysing data Facebook Administrators are better equipped to)