D098 Digital Marketing Pre-Assessment

How has digital marketing improved user engagement?

By integrating customer-centered approaches

How has digital marketing changed the buyer experience and journey?

Increased personalization of content and engagement

Which type of data are collected by companies with no direct relationship to the customers from whom the data were collected?

Third-party

A marketing department hires an intern to post updates to the company's online platforms in an effort to increase brand recognition and communicate brand messaging.

Which digital marketing specialization is represented by this work?

Social media marketing

A marketing department purchases space on a number of websites to promote its products, to generate awareness for the product line, and to increase recognition for the organization.

Which digital marketing specialization is represented by this work?

Digital advertising

How has the price element of the marketing mix changed as a result of digital marketing?

Consumers have more real-time access to competitive pricing.

A frequent customer of a local retailer chooses to purchase products from an online seller instead of shopping locally.

Which stage of the customer's journey is being described?

Action

During which stage of the sales funnel does a consumer recognize a problem that a specific brand may solve?

Awareness

An artist carves animals from wood and would like to offer the products for sale through third-party vendors. The vendors will be using digital marketing and selling products online, and they will keep a portion of the sales proceeds after the products are shipped to customers.

Which digital marketing activity is being used by this company?

Affiliate marketing

A consumer is scrolling through his social media account when an advertisement for a product he has never seen before comes up. The consumer clicks on the advertisement to learn more about the product.

Which stage of the digital marketing sales funnel is illustrated by this consumer's action?

TOFU

11.

A consumer reviews promotions on a product's website and clicks on the purchase link to complete the transaction.

Which stage of the buyer's journey is illustrated by this consumer's behavior?

Decision

The marketing department of a manufacturing company conducts in-depth qualitative research on customer experiences using the company's products. The department reports the findings of this research in written format.

Which type of digital content is being used by this company?

Case study

A marketing manager is developing a social media advertising campaign that is designed to provide consumers with information on a new product. The marketing manager is targeting the advertising toward consumers who are unfamiliar with the company.

What is the intended outcome of the marketing manager's campaign?

Creating brand awareness

The digital content manager for a large accounting firm contracts writers to produce content that will stay valid for a longer period of time, and this lowers the cost of creating ongoing content.

Which type of content is this digital content manager using?

Evergreen

A new company in the consumer products industry wants to attract new customers. The company's goal is to create attractive online visual and story content that engages consumers in ways that are unique and innovative in the industry.

Which action must this company take to achieve this goal?

Differentiate its experiences

A popular healthcare company decides to pursue thought leadership by creating a series of white papers on the science behind cleanliness.

What is the intended benefit behind this action?

Enhanced credibility with customers

A clothing retailer wants to gain social media subscribers and develop relationships with consumers.

Which content marketing approach should the company use to meet this goal?

Share user-generated content from store customers

18.

At which stage of the sales funnel should first-touch content be agnostic?

Top of the funnel

Which example illustrates the concept of virality in social media?

A brand's message spreading from user to user, bringing more traffic to the brand's website

Which component of digital marketing must an organization properly manage to mitigate anything that may bring negative attention to the company?

User-generated content

How should a company use social media to improve consumer engagement of its marketing communications?

Provide consumers with a network for conversations

How should a company use social media platforms to recruit talent for new positions?

Search professional networking sites

A boating company has noticed that online reviews have recently become overwhelmingly negative. They want to design a marketing campaign to increase the number of positive reviews.

What type of goal does this marketing campaign address?

Customer service goals

A company develops a social media posting targeting new customers that allows a consumer to click on a button and move through the purchase process.

Which social media measurement can be used to evaluate the effectiveness of this social media activity?

Conversion

Why should a company measure its social media share of voice (SOV)?

To identify the advertising weight of a brand relative to competitors

Why should a company measure social media amplification?

To determine if consumers like the content

Which type of social media management tool helps marketers track campaign progress and performance across multiple social media websites?

Platform monitoring

Which type of social media management tool provides research and analysis of publications that are released by industry participants?

Competitive intelligence

Which digital marketing technique attempts to make a website's structure easier to navigate for search engines?

Technical optimization

A company bids on keywords to drive more traffic to its website and creates advertisements around those keywords to be displayed in search results.

Which digital marketing approach is this company using?

Pay-per-click

A company purchases advertisements for certain keywords and pays each time an ad is clicked by a user.

Which digital marketing approach is this company using?

Search engine marketing

A company's new website is published and is compared by search engines against a number of proprietary algorithms to determine where the website will show up in a search.

Which search engine optimization (SEO) function is being described?

Rank

An individual is searching for information about a local band on a music store's website landing page but mistakenly clicks on an ad that takes the individual to another page. The individual can see that the page is on the same website because of the navigation bar.

Which action should the individual take to return to the landing page?

Use a breadcrumb link

A digital marketer would like to increase relevant use of keywords.

How should the digital marketer measure progress toward this goal?

Percentage of search engine queries that match website keywords

What should marketers understand about organic search results listed on a search engine results page (SERP)?

They are ranked based on algorithms.

Which type of link may lead to a drop in search engine rankings?

Artificial

Which aspect of a backlink is used to determine the credibility of a web page?

Link quality

Which characteristic of anchor text improves a website's search engine ranking?

Rich branded content

An independent book retailer hosts private monthly book readings for existing customers to strengthen relationships with customers and increase sales of new books.

Which stage of the consumer buying journey is this book retailer targeting?

Loyalty loop

A consumer performs a search for silver jewelry and clicks on the first entry returned by the search engine. When the web page opens, a small window of advertising suddenly appears on the foreground of the screen.

Which type of digital advertising is this user receiving?

Pop-up

A user downloads a free game to a smartphone. Before the game begins, a digital message from the game company appears across the bottom of the screen promoting the game's new features. The user can exit this message.

Which type of content is this user receiving?

Pop-up

Which common bidding method for display advertisements has the goal of increasing brand awareness and visibility?

Impressions

A marketer sends focused queries and sets factors around experiments, such as advertisement timing, length of time in market, statistical importance, or target region.

Which type of testing is being used by this marketer?

Parameter testing

A marketer generates two varieties of a piece of content with a single element that is different between the two varieties. The marketer then tests both varieties to similarly sized consumer groups over a certain amount of time to assess which variety performs better.

Which type of testing is being used by this marketer?

A/B testing

An online flower shop had an unexpected surge in clicks and sales conversions after posting a promotional offer online.

Which type of testing will allow the owner to measure the impact of this offer on the user experience?

Usability Testing

A web developer uses a website format that adapts to a variety of mobile devices and modes of delivery.

Which component is this web developer considering?

Responsive design

Which benefit can a marketer gain by developing a mobile app that is native to a mobile platform?

Ability to utilize device features

An automobile manufacturer wants to promote a limited edition sports car that it will only manufacture for one month and will sell through its on-ground dealerships. The company plans to develop the sports car's own website with a separate URL.

Which type of web page is this company creating to promote its limited edition sports car?

Microsite

Which practice is important for an e-commerce business to use in order to be successful in reaching customers and converting sales?

Operating across mobile and social channels

A company recently completed its strategic plan and tasked all managers with ensuring that communications are implemented in accordance with the plan. A consultant is hired to analyze the company's website content to ensure it is aligned to the strategic plan.

Which task should the consultant undertake first?

Determine if the website supports business goals

A marketer is developing web user personas.

What information should be included in the personas?

Attitudes

A consumer's visit to a website is enhanced by a web cookie designed by the website's digital expert. The cookie acts like a reverse bookmark and enables the website to remember the consumer's preferences from page to page and from visit to visit.

Which type of cookie is being used?

First-party

A company uses cookies to provide a consistent user experience when the user returns to the site in the future.

Which type of cookies are being used by this firm?

Persistent

A marketer would like to gain insight on user patterns by using a software to select arbitrary samples from the entire data set.

Which data sampling method should be used by the marketer?

Simple random

Which digital marketing activity focuses on optimizing a website for existing traffic to increase sales?

Conversion rate optimization

A consumer clicks "like" on a community page of a company that sells sportswear. Immediately afterward, a chat box pops up asking if the consumer needs help with anything.

How is this company benefiting from marketing automation?

Delivering targeted communications

A digital marketing agency wants to classify its leads so that it can effectively automate its marketing efforts and gain a competitive advantage.

Which factor should this agency examine to classify its leads?

Consumer purchase history

An apparel company that sells snow gear is in the process of automating its marketing efforts to collect data from customers in a new target market.

How will the company benefit from this data collection process?

A more efficient lead management process

Which process is used by marketers to rate leads on their propensity to convert?

Lead scoring

A snack food company wants to automate its marketing messages to consumers. When a consumer signs up online to receive promotional offers for snack foods, the company wants to instantly message the consumer based on the type of snack foods preferred. As a consumer responds to the messages, the company wants to adjust its follow-up based on those actions.

Which activity should the marketer perform to plan these messages?

Create dynamic rules

A marketer is using the part of a decision tree that will note actions taken by a customer so the right message can be sent at the right time to that person.

Which part of the decision tree is being used by this marketer?

Node

Which element is used in marketing automation to segment a database based on data attributes that trigger specific conditions?

If-then statement

A business-to-business (B2B) company wants to use email marketing to create direct client engagement opportunities.

Which action should the company take to achieve this goal?

Create conversations between the company and the customer

A company decides to use an email service provider (ESP) for an upcoming marketing campaign.

What should the company consider when choosing this marketing service?

Type of data analytics reporting available

A company is designing a marketing email campaign and wants to create the perception that an email was sent by a specific person at the company and intended for a specific recipient.

Which email element should be used to create a perception of personal connection with the reader?

Sender information

Why do companies include gated content in their email marketing efforts?

It provides the ability to capture lead contact information.

A consumer signs up for a newsletter from a company's website. The consumer is required to read and accept the company's privacy policy and terms of service.

Which type of communication has this consumer received?

Opt-in message

A consumer has subscribed to a daily news email from a media company but decides that the information in the company's emails is not relevant. The consumer clicks the "unsubscribe" link at the bottom of an email from the company and is immediately removed from the company's contact list.

Which process is this company using to unsubscribe people from company emails?

Single opt-out

A marketing team is debating which rate to use to measure the performance of the content of an email message used in an email campaign. The team wants to determine the number of people who opened an email as compared to the number who clicked on something in the email.

Which rate should be used by this marketing team?

Click-to-open rate

A company is considering an email marketing automation platform that provides scalability and analytics capabilities that growing companies need to expand their marketing reach. The company is not yet prepared to acquire an all-in-one platform for its campaigns, but it wants more than basic functionality.

Which type of marketing automation platform should this company acquire?

Midrange