18 PRACTICAL ANSWERS / BEFORE YOU COMMISSION
Digital marketing
A clearer starting point.
Connect a focused offer to a relevant audience, a useful destination and a measurable next step. Work through campaign readiness, lead quality and the limits of the reports.
Original AI-assisted conceptual artwork / The Absurd Company.
How are demand generation and lead generation different?
Demand generation helps relevant people recognise a problem or consider an offer; lead generation seeks an identifiable response that can move into a…
Read the answer campaigns / measurementHow do you choose marketing channels for a focused offer?
Choose marketing channels by where the intended buyers look, what they need to decide and what the business can produce and maintain.
Read the answer campaigns / measurementHow do you keep campaign UTM tracking consistent?
A useful UTM plan gives campaign links a consistent naming system so source information can be interpreted later.
Read the answer campaigns / measurementHow do you know whether a paid campaign is ready to launch?
A paid campaign is ready when the audience, offer, creative, destination, delivery systems and measurement have been checked together.
Read the answer campaigns / measurementHow do you plan a digital marketing budget?
A digital marketing budget should connect the offer, target audience, available resources and the outcome the business can evaluate.
Read the answer campaigns / measurementHow do you plan a useful creative testing matrix?
A creative testing matrix should organise meaningful differences in the audience question, offer or evidence being presented.
Read the answer campaigns / measurementShould you optimise for lead quality or lead volume?
Lead quality and lead volume should be assessed together against the business's actual eligibility and sales process.
Read the answer campaigns / measurementShould you prioritise paid search or organic search?
Paid search can provide controlled access to relevant searches while organic search develops through useful content, technical accessibility and…
Read the answer campaigns / measurementWhat can marketing attribution tell you—and what can it miss?
Marketing attribution can describe the touchpoints a measurement system can observe and the rules used to assign credit.
Read the answer campaigns / measurementWhat changes when a campaign targets several countries?
International campaigns need an offer and journey that work for the audiences being targeted.
Read the answer campaigns / measurementWhat is the difference between marketing strategy and tactics?
Marketing strategy sets the audience, offer, choices and priorities that should guide the work.
Read the answer campaigns / measurementWhat should a conversion measurement plan include?
A conversion measurement plan should define the useful business outcome, the observable steps leading to it and the limits of the available data.
Read the answer campaigns / measurementWhat should a landing page audit examine?
A landing page audit should examine whether the page helps the intended visitor understand the offer and complete a useful action.
Read the answer campaigns / measurementWhat should a paid-search negative keyword brief cover?
A negative keyword brief should explain which search intentions are unsuitable for a paid-search campaign and why.
Read the answer campaigns / measurementWhat should be in place before you start retargeting?
Before starting retargeting, confirm that the offer, audience rules, permissions, exclusions and landing journey are appropriate.
Read the answer campaigns / measurementWhen is a landing page A/B test worth running?
Run a landing page A/B test when you have a specific decision to make, reliable measurement and enough relevant traffic to interpret the result.
Read the answer campaigns / measurementWhen should you pause an underperforming campaign?
Pause or limit a campaign when continuing would spend money on a known failure, an unavailable offer or data you cannot responsibly interpret.
Read the answer campaigns / measurementWhy are analytics events different from qualified leads?
An analytics event records an observed interaction; a qualified lead is a business judgement about an enquiry that was actually received.
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