Course 1: Foundations of Digital Marketing & E-commerce

Which of the following statements are true about the relationship between branding and marketing? Select all that apply.

-A company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. -A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of a brand.

Which of the following are examples of email personalization? Select all that apply.

-Addressing each recipient directly -Sending messages that match where customers are in the marketing funnel -Following up on previous interactions

Which outcomes does the top of the marketing funnel increase? Select two.

-Awareness -Customer Engagement

Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.

-Customer engagement -Awareness

Question 3 How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

-Review existing media to identify gaps -Decide how to allocate the budget -Figure out which channels to focus on and what content to run

Why should a company measure loyalty

-it allows them to assess and refine strategies to keep customers and save money. -It reveals where they can manage customer relationships more effectively.

What is a business goal?

A big, long-term aim that has the potential to affect an entire company

What tool helps digital marketers better understand how customers find a company and learn about a company?

A customer journey map

How does a marketing goal compare to a business goal?

A marketing goal is smaller and more targeted.

What is a digital marketing strategy?

A plan for achieving specific goals through online channels

Which of the following roles is when you partner with companies to fill their digital marketing and advertising needs?

Agency

Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?

Before, during, and after a purchase

Which of the following best describes the skill of storytelling as a digital marketer or e-commerce analyst?

Communicate data insights effectively to engage an audience.

Which of the following best describes a brand?

How a company is perceived by the public

Consider the following scenario: To build better relationships with their email subscribers, a business updates how they send email: They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location. What email marketing techniques is this business using?

Personalization and segmentation

Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.

Portfolio

What is earned media?

Positive digital exposure generated through personal or public recommendations

What is search engine marketing (SEM)?

The process of generating traffic to a website through paid ads that appear in search engine results

What is data analytics?

The process of monitoring and evaluating data to gain actionable insights

Which of the following describes performance marketing?

The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

What is the purpose of attribution?

To determine which touchpoints result in customer action

What is the goal of the conversion stage?

To turn potential customers into buyers

What is the awareness stage of the marketing funnel?

When potential customers encounter your brand for the first time

Question 6 Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.

awareness

Fill in the blank: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called _____.

email segmentation

Fill in the blank: In data storytelling, _____ context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them.

narrative

What information should a digital marketer track in order to measure conversion? Select all that apply.

time to conversion, cost per conversion, and average order size in order to measure conversion.

Question 3 In what ways do digital marketers gain insights from data? Select three.

-Data reporting -Data analysis -Data pulling

Question 8 Which of the following statements are true about data storytelling? Select all that apply.

-Data storytelling describes data. -Data storytelling details how to take action. -Data storytelling explains data using graphical representations. Correct

Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

-Edit content on a brand's website -Confirm customer interactions align with business objectives

Which of the following are examples of marketing goals? Select two.

-Increasing email conversions -Enhancing brand awareness

Question 6 Which of the following are examples of earned media? Select all that apply. 1 / 1 point

-Positive press coverage -Written reviews

Which of the following factors does a search engine use to rank results? Select all that apply.

-Quality -Relevance

Which of the following can be done with the data produced by performance marketing to better understand how well a marketing strategy is meeting its goals? Select all that apply.

-Reporting -Pulling -Analyzing

Which of the following are advantages of using paid social media ads? Select all that apply.

-Serving ads to highly specific customer groups -Expanding a brand's reach -Remarketing products

To connect marketing goals to business goals, what qualities must the goals share? Select two.

-They are both measurable. -They are both specific.

What are the three main components of narrative context? Select all that apply.

-What the insights mean -Why the insights matter to a specific audience -What the audience can do about the insights

What tactics should a company use to set themselves apart at the conversion stage?

Accurate product descriptions, a smooth checkout process, and a clear returns policy.

How can a digital marketing strategy get customers to come back for an additional purchase?

By building customer trust

Which of the following describes the concept of brand equity?

How much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product

Question 8 Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?

Listening and engagement

Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three.

Loyalty Trust Awareness

A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.

Beyond an online presence, how can a company stand out from its competitors and reach potential customers?

With digital marketing

What are the main components of data storytelling? Select three.

-Data -Visualizations -Narrative

Which of the following describe spam? Select all that apply.

-Unwanted emails sent out in bulk to a mass recipient list -Emails with claims that are too good to be true

What term refers to the buying and selling of goods and services online?

Ecommerce

Question 7 Fill in the blank: Organic exposure from search engine optimization (SEO) _____.

lasts longer than paid search

Fill in the blank: Remarketing is an important part of digital marketing because it allows a brand to _____.

recapture the attention of people who are already interested in the brand

Which of the following are examples of factors that can influence a brand?

values, culture, and design elements.

What refers to the average revenue generated per customer over a certain period of time?

Customer lifetime value

Which of the following statements regarding working in a marketing career is generally true?

A digital marketing coordinator and e-commerce analyst often share similar skills.

With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?

Cost effective

Which is an awareness tactic that businesses can use to reach customers?

Create ads for websites, social media, email, or video platforms

Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

Customers will not remember who the company is.

When determining specific touchpoints responsible for conversion, which attribution model is most accurate?

Data-driven attribution

Which of the following are characteristics of attribution? Select all that apply.

Determines touchpoints and keywords customers interact with before taking action

Question 8 In the awareness stage, why is it important to measure impressions, reach, and frequency?

Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.

Fill in the blank: _____ is the practice of reaching customers online through digital channels with the aim of turning them into customers.

Digital marketing

Which of the following roles is when you work for a single company to market and sell their products?

In-house

What step comes after there is a digital marketing strategy in place?

Create content to run campaigns

Which of the following are metrics used to measure marketing performance? Select all that apply.

-Customer lifetime value -Return on ad spend (ROAS)

Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level? Strategist-level roles

Associate-level roles

What search engine optimization (SEO) practice includes identifying common search terms and phrases consumers use to find products or services online?

Conducting keyword research

What is the first step in making sure that your brand reaches the right audience?

Conducting research

Which paid advertising model charges a business every time someone clicks on their ad?

Pay-per-click ads

When implemented, which of the following strategies would provide information about customer behaviors that could lead to an effective launch of a new product?

Performance marketing

Question 10 Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?

Segmentation

When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?

Target audience

Which of the following describes a brand?

The perception the public has about a business or organization

What is the goal of the consideration stage of the marketing funnel?

To increase the chances that a potential customer will make a purchase

Why is it important to measure conversion in the marketing funnel?

Because it provides valuable insights into how customers interact with a company's brand

Why is the customer journey important for digital marketing?

Because understanding and improving the journey can transform a potential customer into a loyal customer

Which of the following is the value consumers attribute to one brand's offerings when compared with similar products from another brand?

Brand equity

How can a company build customer loyalty?

By creating a great customer experience during and after purchase, offering rewards programs, or using social media engagement to nurture relationships with customers on an ongoing basis.

Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

By helping the bakery reach potential customers

Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

Linear attribution

Why is a marketing funnel wide at the top and narrow at the bottom?

Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.

Consider the following scenario: Aisha just made her first purchase on a company's website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?

Offer Aisha enrollment in the company's rewards program

Which is a consideration tactic aimed to educate potential customers about a company's offerings?

Offer engaging, useful content like blog posts, newsletters, or webinars

What is email marketing?

Sending messages to a list of existing subscribers to share information, drive sales, or create community

Tracking and analyzing social media conversations and mentions related to a brand is an example of which pillar of social media marketing?

Social listening and engagement

Question 1 Fill in the blank: Information about a company's total number of social media followers is an example of _____.

data

Question 7 Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.

data storytelling

Fill in the blank: A successful digital marketing effort guides all of a company's customer _____?

interactions