Digital Marketing Mid Term

Following the texts formula for success in terms of budgeting a campaign which choice is the best ratio for how to spend your money

60% on cold traffic; 30% on warm traffic, and 10% on retargeting and selling a high-dollar product.

According to the Direct Marketing Association what percent of consumers have made a purchase online as a direct result of an email marketing message?

66%

In the context of CRO the homepage can best be described as....

A You Are Here message letting users know they are in the right place and where to go next

Which of the following statements best describes backlinks?

A backlink is one website giving a link "back" to your website

What are two critical components of any digital marketing campaign?

A call to action and a traffic source

The first step in the CRO process is to identify what goals you want to accomplish. UGDM recommends using one or more of three types of goals. Which of the following is not one of them?

A short-term goal, like increasing the length of session time and number of pages viewed on your site.

Which element of high-performing ad campaigns details the importance of creating a consistent flow so that users feel like they're in the right place and on the right path?

Ad scent

Why is it important to create a clear path, with as little friction as possible, for customers to receive relevant information and make decisions on products and services?

All of the above

At which stage in the CRO process would you be asking yourself "What is hurting my conversion rate and how is it hurting my conversion rate"?

Analyzing Data

Key Metrics can give you a picture of the overall health of your business, while Drill-Down metrics are used to.....

Answer deeper questions about the how and why key metrics are what they are

In this stage of the Customer Value Journey marketers make offers for existing customers to purchase their core products and relevant add-ons.

Ascend

Placing CTAs like "shop now" buttons or product listings on the side bar of your blog are examples of creating a clear path for customers to know what to do next. Taking these actions are part of which step in UGDMs 6-part process?

Ascension

Much like the overall goal of digital marketing, the goal of email marketing is to...

Assist and expedite a customers movement from one stage of the value journey to the next

What is the first step in the Customer Value Journey?

Awareness

Exit rate and bounce rate are described as what type of metrics in the Hotjar article?

Behavior-related metrics

Which of the following is NOT an explicit goal of social networking?

Boosting the number of followers on your social media platforms

At what stage in the marketing funnel are you likely to see things like customer testimonials or comparison checklists?

Bottom of the funnel

UGDM uses a content lifecycle funnel to illustrate where certain types of content would be most effective. At what point or stage in the funnel would you likely use a comparison or spec sheet?

Bottom of the funnel

Which of these key metrics is best for measuring the middle-of-the-funnel performance?

Call to Action Click Throughs

Email service providers like Mailchimp and Constant Contact allow you to send emails either by Broadcast (sent manually to your full list or a segment) or through Autoresponders (emails that are automatically triggered by some interaction with the user. Which one of the triggers is used to help people get off the fence just prior to a purchase.

Cart Abandonment Emails

In the context of the 6-part SEO model in UGDM the place where your assets or content lives is referred to as the.....

Channel

As with anything digital, understanding and responding to metrics is a key aspect of optimizing your efforts. Which of the following measures the percent of emails clicked relative to the number of emails sent or opened?

Click Through Rate (CTR)

UGDM describes a six step process for winning at SEO. Understanding what your prospect is searching for and why they are searching for it are important steps in this process, which steps addresses these questions?

Context & Intent

A/B testing is a very common method for conversion rate optimization. In this method the A is the ____________ and the B is the _____________?

Control, Variation

Which of the following is NOT one of the three types of emails used in email marketing?

Conventional

This metric is calculated by dividing the number of conversions by the number of unique visitor's on the page you're testing.

Conversion rate

Content assets (blogs, videos, webinars) can often be repurposed and optimized to meet the intent of the buyer on multiple platforms (Twitter, Facebook, Instagram) simultaneously. This type of effort can be best described as

Cross-Channel Marketing

Which of the following would NOT be considered a traffic source for a digital marketing campaign?

Customer database in the companies CRM

In this step of the Customer Value Journey organizations attempt to converse with their customers through some form of content that provides entertainment, information, or both.

Engagement

Email marketing campaigns should be aligned with the stages of the customer journey. According to UGDM the type of campaign that should be used to turn subscribers into buyers is the...

Engagement Campagin

A Quick Start Guide or instructional walkthrough with tips on using a new product are ways marketers provide value to the customer in the _________ stage of the Customer Value journey.

Excite

Which of the following is NOT one of the stages in a successful social media marketing cycle?

Executing

Which of the following contexts would help you better understand a drastic change in you data following a Google update of their algorithms?

External Context

In the context of social listening, a process, often depicted as a flow chart, gives a firm direction for addressing user issues and who is responsible for resolving them is called a....

Feedback Loop

Digital marketers use lead magnets and opt-in offers to effectively move customers through the value journey. The type of email that responds to users that have provided their address with restricted access information is known as.

Gated Content Delivery

When using metrics to solve problems you start by reviewing data then start asking questions about it. What should be your next step in solving the problem?

Generate a hypothesis about what's happening

According to Business Insider, just two sites are responsible for 80% of all referral traffic. What are they?

Google & Facebook

A tool you should use to double check that there aren't any issues preventing key pages from being crawled and indexed by search engines is...

Google Search Console

In the Semrush article keyword difficulty (KD) refers to...

How popular keywords are thus how difficult it will be for you to rank on the first SERP.

According to UGDM which of the following is not one of the three guiding principles when working with data analytics?

Identification of key performance indicators

Creating a good call to action for you content like a "download your free template" button is primarily used to

Improve the buyers ascension path, thereby move them down the marketing funnel.

Which phase of email marketing and/or type of campaign should be used to welcome new subscribers, tell them what to expect and let them know what they need to do to get the biggest benefit from you and your brand?

Indoctrination Campaign

A valuable piece of content, such as a free template or how-to guide, that someone provides their email in order to receive is a good example of a(n)

Lead Magnet

This type of content is intended to move potential consumers in the awareness stage further down the marketing funnel. It should be valuable enough to the consumer that they are willing to give you some relatively small commitment, like providing an email or agreeing to meet with a representative.

Lead magnet

When analyzing data from CRO tests this term is used to describe the percentage change between two variants.

Lift Percentage

These are longer search terms that typically have a lower search volume, but higher level of intent.

Long-tail Keywords

Which of the following is an example of a conversion? Check all that apply.

Making a purchase Downloading a piece of content Adding a product to a shopping cart Filling out a form

According to the text, delivering "perfect" content is all about this.

Making sure that you are delivering the right information at exactly the right point in the buyers journey

Moving customers through the Customer Value Journey is primarily accomplished through the implementation of?

Marketing campaigns

These should be 1-2 sentences long, include your keyword, and appear under the page title on SERPs.

Meta Descriptions

According to The Ultimate Guide to Digital Marketing the job of marketing is to......

Move prospects and customers seamlessly and subtly through each phase of the Customer Value Journey

Which of the metrics listed below is most appropriate for analyzing your top-of-the-funnel (TOFU) efforts?

New Direct Visitors

This type of ad campaign is specifically designed to reach prospects and customers with an offer that is based on their previous behavior.

Retargeting campaign

Of the five phases of email campaigns described by the text, this is the only one that should be done as a broadcast (manual) email rather than set up as a triggered response.

Segmenting Campaign

In which stage of the social cycle would you be building authority and starting conversations around topics related to your business?

Social Influencing

By understanding more about your customers, your industry, current topics related to your brand and public perceptions of your brands you will be able to create much more relevant and valuable content for your social posts. Which stage in the social cycle is key for this understanding?

Social Listening

A key point of success in social media marketing is maximizing the frequency of touches. Which term does UGDM use to describe when people are exposed to your brand on multiple channels?

Social Media Bouncing

Finding and associating with authoritative and influential individuals and brands on the social web best describes which of the following social cycle stages?

Social Networking

Conversion rates, and number of leads are common metrics used to measure the effectiveness of this stage of a social media stategy

Social Selling

In this step of the Customer Value Journey a person gives you their contact information and, in doing so, grants you permission to contact them again in the future.

Subscribe

Of the five elements of a high-performing ad campaing which is best suited for spelling out consumers pain points as well as solutions?

The Ad copy

When using an ad grid to correctly match buyer personas or "avatars" with the "hooks" or benefits of an offer, this element is used for creating unique messaging for each segment in the grid.

The ad copy

The effectiveness of middle of the funnel content can be measured by

The conversion rate of prospects becoming leads

In the context of paid traffic versus organic traffic, which of the following statements is true?

The level of paid traffic investment, and direction of that traffic can be easily controlled to meet the current needs of a business

The "offer" in an ad campaign includes all of the following except

The number of conversions

According to UGDM which of the following is not one of the five elements of a high-performing campaign.

The timing of the ad campaign

What should be the primary goal of content creation designed for the middle of the marketing funnel?

To provide information that educates customers and provides ideas and a path for satisfying their needs

Content that aims to entertain, educate and inspire people, and can be easily and widely distributed (social media posts, blogs, photos) is most commonly used here

Top of the funnel

According to the Hotjar article there are four top reasons why web analytics are important for your business. Which of the choices below is not one of them?

Track the return on investment for Google Ads and other paid advertising

Which statement best describes what the text refers to as traffic temperature?

Traffic temperature correlates with the Customer Journey, where traffic in the awareness stage is cold and traffic in the conversion stage is hot

Order confirmation, shipping notices, and account creation emails are all examples of this type of email.

Transactional Emails

The text uses this term to describe a deep discount offer intended to upsell and cross-sell new and existing customers. It is related to a loss leader strategy and can be very helpful in creating loyal and more profitable customers.

Tripwire

These are the codes you add after a URL to help you better track your traffic sources.

UTM Parameters

In the context User Experience (UX) as defined in the Semrush article, your ranking can be improved by creating SEO assets with all of the following EXCEPT.

Using the keywords in your content as much as possible