SMMBC 120

Prepare: Key Messages, Channels, and Mediums  

1. What are the benefits of brainstorming as it relates to digital marketing strategy?

Brainstorming helps stimulate creativity and improves the productivity of a company.

Through brainstorming, work teams can find solutions to specific situations and also
stimulate group cohesion.

2. What makes an effective brainstorming session?

Having a facilitator is important for your brainstorming session to be effective and not get
out of hand. It is also necessary that there is an order when sharing concepts. Developing a
concrete marketing goal beforehand so participants have a clear objective. Encouraging
participants to feel comfortable sharing their ideas is a good way to make an effective
brainstorming session.

3. Find and watch a video online that shows a brainstorming session. This should be an
actual brainstorming session, not somebody talking about how to brainstorm. Answer
the following questions about the video:
4. What is the link to the video you found?

https://www.youtube.com/watch?v=VvdJzeO9yN8

5. What did you learn?

What I learned from this brainstorming session is that the moderator encourages
participants to share their ideas, even though they may seem ridiculous. The moderator
listens to everyone's ideas and allows everyone to participate. The brainstorming in this
video shows everyone excited and eager to contribute their ideas for the benefit of all.

6. What could they have done better?

Maybe they should have started by sharing information about why they are brainstorming.
But I also think they have done a very good job.

7. What is the multi-channel customer conundrum according to Neil Patel? Why is that
important to understand?

The more channels they use to connect with a given company, the higher their potential
loyalty and spend. The reason to understand this is, few companies have equipped
themselves to monitor, manage, or optimize their customers' multichannel experiences, thus
increasing the chances of dissatisfaction, churn, and decreased customer value by failing to
meet customer expectations.

8. According to Neil Patel, how do you prioritize your channels?

First we must prioritize which channels make the most sense for the company. Not only
looking at the channels from the point of view of profit, we must analyze how easy it is to
deliver the message to the target audience and how likely it is that the customer will
purchase a product through that channel. Analyze which channels offer potential customers
better quality at the lowest cost.
SMMBC 120

9. How do you determine what mediums (or formats) to use for content delivery?

Each campaign should have its own goal, conversion rate, and cost. Narrowing down your
goals to what works can help you dominate that channel and deliver the kind of seamless
experience customers crave. Working with the right vendors, creating a unique brand voice
along with crafting a plan that prioritizes the best channels all will help determine the right
media.