Digital & Internet Marketing – Exam 2 Question Bank

Flashcards of key concepts for exam review.

What are the elements of a social media strategy?

Set SMART goals; understand demographics and behavior; use platforms where your audience is active; plan and schedule varied, engaging content; monitor and respond to interactions; Track KPIs; Keep tone consistent and on-brand; Use ads and partner with relevant influencers; Have a plan for handling negative events.

Who was the CGI influencer that became famous in 2016?

Lil Miquela, a computer-generated influencer who gained popularity on Instagram.

What implication does AI have for businesses?

AI enhances personalization, automates customer service, improves targeting in ads, and optimizes operations and decision-making.

How are media analysis tools using AI?

Analyzing sentiment, identifying trends, measuring engagement, automating content categorization, and detecting influencers.

An advantage of email marketing for organizations is that it is often than other methods.

Cheaper or more cost-effective.

What describes a typical email marketing objective for a nonprofit organization such as Doctors Without Borders?

To increase donations or build awareness for campaigns

A key purpose of Sweetgreen sending periodic emails to customers reminding them about their current points balance and their eligible rewards is to:

Increase customer loyalty and repeat purchases

The primary objective of an auto repair shop emailing its customers once every three months to remind them about scheduled maintenance for their vehicles (offering a 15% discount) is to:

Drive repeat business and encourage service visits

An email is automatically sent to a new customer who signs up for Walgreens’ loyalty program. The email describes all program benefits and invites the customer to fill out an online profile. This is an example of a

Welcome email or automated onboarding email

Why should email marketers consider focusing on a mobile-first strategy?

Because a large percentage of users open emails on mobile devices, and mobile-optimized content improves user experience and engagement.

Sticky email content can be described as

Content that is memorable, engaging, and encourages recipients to take action or remain subscribed

What do consumers use mobile for?

Researching products, reading reviews, comparing prices, one-click purchases, and using apps and mobile wallets

Describe consumer behavior on mobile devices

Expect fast loading and easy navigation, prefer personalized content and offers, often influenced by social media and push notifications

Of the following analytics, marketers want the to be as high as possible.

Click-through rate (CTR)

What does the bounce rate in email marketing refer to?

The percentage of emails that could not be delivered to recipients; This can be due to invalid addresses or full inboxes.

What are the different appeals of mobile marketing for businesses?

Direct access to users through mobile apps and SMS, real-time engagement, location-based targeting, high mobile usage rates, personalization opportunities

Promoting, branding, and connecting with consumers on platforms such as Instagram, Facebook and X is known as

Social media marketing

Organic social media marketing refers to marketing activities which do not involve

Paid advertisements

One way that social media marketing provides value for the organization is by

Building relationships and brand loyalty with customers

If social media marketers want to reach the broadest possible audience, the best platform is likely to be

Facebook, because it has the widest global user base.

Which individual is the best example of a micro-influencer?

Someone with 1,000–100,000 followers who has niche influence (Example: A fitness coach with 15,000 Instagram followers).

A firm engaging in social listening in order to assess and improve its social media strategy is generally gathering information from

Public conversations and mentions on social media platforms

A marketer has directed their team to examine the firm’s social media profiles… They are suggesting a:

Social media audit

Social media accounts which have been confirmed as belonging to the person or brand… are referred to as .

Verified accounts

What is the most advantageous strategy for selecting your organization’s usernames for social media engagement?

Use a consistent username across all platforms

Hootsuite and HubSpot are:

Social media management and marketing automation tools

Gordon Ramsay’s online cooking demonstration is an example of

Live streaming or livestream marketing

What is the best advice for marketers regarding language and style in social media posts?

Be conversational, clear, and align with the brand’s voice

A social media marketer wants an indication of how people feel… Which analytic would be most helpful?

Sentiment analysis

What tactic is suggested for use in a mobile-first strategy in social media marketing?

Use short, visually engaging content that loads quickly and displays well on smaller screens

Digital marketing activities shape a digital brand’s in the eyes of consumers.

Reputation; how consumers perceive a brand online.

Millions of consumers received misleading emails from Classmates.com. As a result, Classmates.com had

Lost its credibility

It is important for established firms to maintain the brand image they have worked hard to acquire. This quality is known as

Brand consistency

Because it offers free next-day shipping and returns, and provides efficient and friendly customer service, millions of consumers prefer to buy their shoes from online retailer Zappos. In the eyes of consumers, this exceptional service has helped Zappos

Achieve Brand Loyalty

Consumers perceive that a brand with an excellent digital reputation is also

More trustworthy and higher quality

Which online strategy is suggested to build brand reputation and trust?

Content marketing

is highly important in building brand trust and reputation in digital marketing.

Transparency

Conflicting messages across digital channels are associated with by consumers.

Brand confusion

To digital marketers, design transparency refers to

Making terms, policies, and functionality easy to find and understand

A brand mentions analytic measures references to a brand online.

Volume of mentions

An analytic that calculates by how much favorable brand impressions exceed unfavorable ones is the

Net sentiment score

A brand with a net promoter score near zero is

Equal numbers of promoters and detractors

Which statement accurately describes today’s digital marketing legal framework?

It is complex and varies by region. Marketers must comply with local, national, and international laws (e.g., GDPR, CCPA).

Digital marketing ethics refers to that guide marketers’ actions.

Principles and values that guide marketers’ actions. Includes fairness, honesty, privacy, and respect.

Which context influencing digital marketers tends to be the most subjective?

Ethical context

As part of a digital campaign, Sony invited well-known online gamers to try its new virtual reality headsets and to post images or videos of them having fun with the equipment. Participants received compensation each time a consumer viewed their posts. What FTC standard applies to this marketing strategy?

Disclosure of sponsorship or paid partnership; Influencers must clearly state they were compensated.

"America runs on Dunkin’" is an example of a

Tagline or slogan; It’s a memorable phrase used in branding.

Original works that are not protected by copyright law, and can be used by digital marketers without permission, are called:

Public domain; Public domain works are free for anyone to use.

Creative Commons is a nonprofit organization established to:

Provide free licenses for creators to share their work legally; It allows creators to specify how others can use their content.

ADA (Americans with Disabilities Act) guidelines for digital content relate to:

Web accessibility; Digital content must be accessible to users with disabilities (e.g., screen reader compatibility, captions).

For digital marketers, the most essential feature of the GDPR (EU General Data Protection Regulation) is:

User consent and control over personal data; Users must give clear permission for data collection and have the right to access/delete their data.

You turned off permissions but still got targeted ads. This is likely due to a

Data privacy violation or tracking through third-party cookies or fingerprinting

Multifactor authentication requires for access.

Two or more types of verification (e.g., password + code sent to a mobile device)

Data minimization is a policy designed to

Collect only the data necessary for a specific purpose; This reduces risk and improves compliance with privacy laws.

Why is voice search expected to overtake text-based search?

Because it’s faster, hands-free, and aligns with mobile/smart device use

Tony’s use of a virtual assistant while driving reflects the growth of in marketing.

Voice-enabled or AI-driven marketing; Also relates to conversational commerce

Marketing automation is expected to in the future.

Increase or grow significantly; Due to efficiency, personalization, and scalability benefits.

Hyper-personalization in digital marketing relies on

Real-time data, AI, and machine learning; It delivers highly tailored content and offers to individuals.

A text reminder with a picture of the cart item is an example of

Cart abandonment retargeting or mobile remarketing; A trend in personalized, real-time marketing follow-up.

Best analytics to use with conversion rates to evaluate an app’s success:

Retention rates; They show how well the app retains users after initial use.

Text analytic to assess if SMS content needs adjusting:

Engagement rate or response rate; Low engagement suggests the message content might need revision.

Good reviews and positive app ratings help build:

Credibility and trust; Critical for brand image in mobile marketing.

Seeing Hyundai hybrid ads across platforms is an example of:

Omnichannel marketing; A coordinated, cross-platform strategy that reinforces messaging.

What is on-page SEO?

Optimizing content and HTML (keywords, meta tags, internal links).

What is off-page SEO?

External efforts like backlinks, social signals, and influencer outreach.

Digital marketing activities shape a digital brand’s:

How consumers perceive a brand online.

Classmates.com misleading emails harmed its:

Digital credibility; Trust is essential, and misleading tactics damage it.

Maintaining brand image quality is known as:

Brand consistency; Keeping a reliable and recognizable identity across platforms.

Zappos' reputation for customer service is an example of:

Brand loyalty or brand trust; Consumers repeatedly choose Zappos based on consistent positive experiences.

A brand with excellent digital reputation is often perceived as:

More trustworthy and higher quality; Reputation influences perceived value.

Online strategy to build brand reputation/trust:

Content marketing; Creating valuable, honest content strengthens trust.

Most important in building digital brand trust:

Transparency; Being clear and honest in messaging and actions.

Conflicting messages across channels cause:

Brand confusion; Consumers may lose trust or understanding of the brand.

Design transparency means:

Making terms, policies, and functionality easy to find and understand; No hidden practices or manipulative design.

A brand tracking analytic that counts brand mentions:

Volume of mentions; Shows how often a brand is being talked about online.

Analytic comparing favorable vs. unfavorable impressions:

Net sentiment score; Shows public perception balance.

A net promoter score near zero indicates:

Equal numbers of promoters and detractors; The brand is neutral in customer sentiment.

Accurate statement about today’s digital marketing legal framework:

It is complex and varies by region; Marketers must comply with local, national, and international laws (e.g., GDPR, CCPA).

Digital marketing ethics refers to:

Principles and values guiding behavior; Includes fairness, honesty, privacy, and respect.

Most subjective context influencing digital marketers:

Ethical context; Unlike legal or regulatory contexts, ethics are interpreted differently across cultures.

Sony paying influencers who post content = FTC requires:

Disclosure of sponsorship or paid partnership; Influencers must clearly state they were compensated.

Despite blocking data sharing, you still see ads:

Data leakage or unauthorized data tracking; This indicates a possible privacy breach, where data is tracked without consent.

Multifactor authentication requires:

Two or more forms of verification; Usually a combination of something you know (password), have (phone), or are (fingerprint).

Data minimization is designed to:

Collect only data that is necessary for a specific purpose; This reduces risk and enhances privacy compliance.

Voice search will likely overtake text because:

It's faster, hands-free, and more convenient; Users increasingly adopt smart assistants like Alexa or Siri.

Tony’s experience reflects growth in:

Conversational marketing or voice-enabled marketing; Using AI assistants for hands-free, real-time interaction.

Marketing automation is expected to:

Grow significantly; More brands will use AI-driven tools to automate tasks and personalization.

Hyper-personalization relies on:

AI, machine learning, and real-time data; This allows tailoring content and offers to individuals at scale.

Yui’s reminder text is an example of:

Cart abandonment remarketing; A popular tactic in automated personalized messaging.

Common IoT consumer product:

Smart thermostat (like Nest), smart fridge, or fitness tracker; These devices collect and share data via the internet.

In IoE, marketers see it as:

An opportunity to integrate data from people, devices, and systems; IoE connects everything, giving marketers deeper insights.

Physical + digital world intersection:

Phygital; A blend of physical + digital experiences, like AR or QR-driven in-store promotions.

Best Buy’s phone order + pickup is a:

Seamless omnichannel experience; Bridges digital ordering with in-store fulfillment.

Jessie’s virtual assistant interaction was enabled by:

AI-powered chatbots or virtual customer assistants; These automate service responses based on natural language processing.

Future AI smarter than humans:

Artificial General Intelligence (AGI); Still theoretical, AGI would perform any intellectual task a human can.

Audience targeting review: Digital marketers segment audiences by:

Demographics (age, gender), Behavior (site visits, purchases), Geolocation, Psychographics (interests, values)

The metaverse is viewed as the:

3D or immersive version of the Internet; It combines VR, AR, and persistent virtual environments.

Agile project management benefits:

Flexibility and fast iteration in campaigns; Helps teams adapt quickly to changing data or consumer behavior.

Marketers should approach technology by:

Embracing it strategically and ethically; Stay up to date, but prioritize consumer trust and value.

Smart environment services will likely:

Increase consumer expectations; As services get smarter, consumers demand seamless, personalized interactions.