D377 Digital Marketing Foundations WGU Module 1 Digital Marketing Strategy

What does Pay-Per-Click (PPC) advertising mean? A. You pay only when someone clicks your ad B. You pay for likes and follows C. You pay only for impressions D. You pay based on keyword volume

A. You pay only when someone clicks your ad

What does A/B testing help marketers determine? A. Competitor pricing B. Which content version performs better C. Target market demographics D. The best SEO keywords

B. Which content version performs better

What follows after a mission and strategic factors are identified? A. Brand redesign B. Employee hiring C. Goal (objective) setting D. Market testing

C. Goal (objective) setting

What is a benefit of using paid search in digital marketing? A. It guarantees long-term organic growth B. It reduces your digital presence C. It provides quick visibility for relevant search terms D. It replaces the need for social media

C. It provides quick visibility for relevant search terms

Which is NOT a common digital marketing channel? A. Email marketing B. Social media C. Outdoor billboard advertising D. Paid search advertising

C. Outdoor billboard advertising

Which of the following is a key ethical consideration in digital marketing? A. Using only free software B. Reposting memes without credit C. Protecting customer data and privacy D. Maximizing email frequency

C. Protecting customer data and privacy

What does social authority measure? A. A user's influence, especially how often they are retweeted B. The number of websites they've visited C. The size of someone's email list D. A user's ability to design social media platforms

A. A user's influence, especially how often they are retweeted

What is the focus of mobile marketing? A. Reaching audiences on mobile devices through SMS, email, apps, etc. B. Selling mobile phones directly C. Only marketing via social media D. Promoting apps in retail stores

A. Reaching audiences on mobile devices through SMS, email, apps, etc.

What does the conversion funnel represent? A. The narrowing journey customers take from awareness to purchase B. The algorithm behind email filtering C. The search engine ranking process D. The shape of online reviews

A. The narrowing journey customers take from awareness to purchase

What is the buying cycle? A. The steps consumers follow when deciding to make a purchase B. An eCommerce checkout cart C. A type of recurring monthly payment D. The annual retail promotion period

A. The steps consumers follow when deciding to make a purchase

What does UX stand for in digital marketing? A. User Experience - how users feel about using a product or service B. Unique experience C. User execution D. User exchange

A. User Experience - how users feel about using a product or service

What is marketing automation? A. Using software to automate marketing tasks across platforms B. Outsourcing content creation C. Sending manual emails in bulk D. Using AI to replace all marketing staff

A. Using software to automate marketing tasks across platforms

SMART goals are important in digital marketing planning because they are: A. Soft, Marketed, Active, Reactive, and Timely B. Specific, Measurable, Achievable, Relevant, and Time-bound C. Simple, Memorable, Accurate, Real, and Trendy D. Strategic, Modular, Agile, Refined, and Technical

B. Specific, Measurable, Achievable, Relevant, and Time-bound

What is the "customer journey"? A. The number of visits to a website per day B. The steps a customer takes from first awareness to becoming a loyal customer C. The location of a customer in a city D. The shopping cart abandonment rate

B. The steps a customer takes from first awareness to becoming a loyal customer

How do small businesses typically use digital marketing differently from large enterprises? A. They only use television ads B. They focus on hyper-targeted and cost-effective channels C. They avoid digital marketing altogether D. They use more complex marketing automation

B. They focus on hyper-targeted and cost-effective channels

What is the primary goal of digital marketing? A. To reduce product costs B. To connect with consumers online and drive business growth C. To eliminate traditional marketing techniques D. To promote only physical products

B. To connect with consumers online and drive business growth

What is inbound marketing? . A. Cold-calling potential leads B. Using valuable content to attract and convert visitors C. Pushing ads to users via pop-ups D. Running banner ads across third-party websites

B. Using valuable content to attract and convert visitors

What is a strategy in the context of organizational planning? A. A list of employee tasks B. A reactive approach to industry changes C. A systematic plan of action designed to achieve a goal D. A budget report for operations

C. A systematic plan of action designed to achieve a goal

An integrated digital marketing strategy is different from a non-integrated one because it: A. Ignores customer feedback B. Uses traditional media only C. Aligns all channels and tactics to work together cohesively D. Focuses on one platform exclusively

C. Aligns all channels and tactics to work together cohesively

How can digital marketing elements address strategic needs? A. By replacing business models B. By entertaining users C. By supporting customer acquisition, engagement, and retention goals D. By focusing only on social media

C. By supporting customer acquisition, engagement, and retention goals

The "Plan, Do, Check, Act" model is used in digital marketing to: A. Budget for advertising B. Organize team lunches C. Continuously improve and refine marketing strategies D. Create static content only

C. Continuously improve and refine marketing strategies

What is a best practice when developing a digital marketing strategy? A. Focus only on the newest platforms B. Avoid setting performance metrics C. Create content based on customer insights and clear goals D. Stick to one channel for simplicity

C. Create content based on customer insights and clear goals

Which of the following is a digital marketing channel? A. Newspaper ads B. Direct mail C. Email marketing D. Door-to-door sales

C. Email marketing

A digital SWOT analysis helps a business to: A. Assign marketing tasks to interns B. Create more sales presentations C. Evaluate strengths, weaknesses, opportunities, and threats in digital efforts D. Avoid posting on social media

C. Evaluate strengths, weaknesses, opportunities, and threats in digital efforts

The "Plan, Do, Check, Act" model is primarily used to: A. Eliminate marketing data B. Simplify legal reviews C. Guide continuous improvement in digital strategies D. Replace budget planning

C. Guide continuous improvement in digital strategies

What is the main difference between an integrated and a non-integrated digital marketing strategy? A. Integrated strategies use only print media B. Non-integrated strategies focus on email only C. Integrated strategies unify channels for a cohesive experience D. Non-integrated strategies include more paid ads

C. Integrated strategies unify channels for a cohesive experience

Why is having a digital marketing strategy important for an organization? A. It guarantees trending content B. It ensures random experimentation C. It aligns digital efforts with business goals D. It allows marketers to avoid analytics

C. It aligns digital efforts with business goals

How does strategy formulation help managers? A. It guarantees higher profits B. It helps ignore market risks C. It enables them to address external and internal factors effectively D. It reduces team sizes

C. It enables them to address external and internal factors effectively .

Why is creating a digital marketing strategy important? A. It guarantees viral content B. It saves the company from hiring staff C. It helps align marketing efforts with organizational goals D. It increases the company's insurance coverage

C. It helps align marketing efforts with organizational goals

Which of the following is a benefit of paid search in digital marketing? A. It generates organic traffic over time B. It only works on desktop devices C. It provides immediate visibility on search engines D. It replaces the need for a website

C. It provides immediate visibility on search engines

What is the best definition of digital marketing? A. Promoting brands via radio and television B. Selling digital products only C. Marketing that uses digital channels to reach and engage customers D. Creating websites for offline businesses

C. Marketing that uses digital channels to reach and engage customers

Which of the following is NOT typically included in strategic business planning? A. Human resource management B. Finance and facilities C. Menu design for cafeterias D. Marketing and production

C. Menu design for cafeterias

What are strategic factors in planning? A. Sales trends and consumer pricing B. Mission, finance, HR, and advertising C. Opportunities, threats, strengths, and weaknesses D. Departmental schedules

C. Opportunities, threats, strengths, and weaknesses

What is the main concern of strategic business planning? A. Day-to-day task lists. B. Social media reach C. Overall direction of the business D. Department-specific activities

C. Overall direction of the business

What is the correct order of the five stages of a digital marketing strategy? A. Plan, Research, Analyze, Execute, Act B. Execute, Analyze, Measure, Plan, Adjust C. Research, Plan, Execute, Measure, Analyze and Adjust D. Research, Execute, Check, Act, Plan

C. Research, Plan, Execute, Measure, Analyze and Adjust

Which of the following best describes "SEO"? A. Sales Engagement Option B. Social Email Outreach C. Search Engine Optimization D. Service Execution Order

C. Search Engine Optimization

What is the "customer journey" in digital marketing? A. The physical route a customer takes to a store B. A series of ads targeting competitors C. The process customers go through from awareness to purchase and loyalty D. A strategy used to train marketing staff

C. The process customers go through from awareness to purchase and loyalty

Which of the following is typically addressed in a mission statement? A. Employee pay structure B. Internal software usage C. The value the organization creates for customers D. Product pricing

C. The value the organization creates for customers

Why do organizations create strategies? A. To avoid long-term planning B. To comply with government regulations C. To determine what to do and how to do it D. To increase employee workloads

C. To determine what to do and how to do it

One best practice in creating a digital marketing strategy is to: A. Focus on quantity over quality B. Avoid setting KPIs C. Use customer insights to guide content and channel decisions D. Change goals weekly

C. Use customer insights to guide content and channel decisions

How might a small business approach digital marketing differently than a large company? A. Focus on print ads instead of online platforms B. Invest in global TV campaigns C. Use low-cost, targeted strategies like social media and local SEO D. Spend most of the budget on brand awareness only

C. Use low-cost, targeted strategies like social media and local SEO

What is the key question a mission statement tries to answer? A. Who will manage daily tasks? B. What is our weekly schedule? C. What is the reason for our existence? D. How many employees should we hire?

C. What is the reason for our existence?

What happens during strategy formulation? A. Assigning weekly shifts B. Setting product prices C. Creating financial statements D. Developing plans to address opportunities and threats

D. Developing plans to address opportunities and threats

What do most organizations use to align departmental plans with overall goals? A. Industry benchmarks B. Marketing forecasts C. Competitor performance D. Mission statements

D. Mission statements

What is a marketing channel? A. A social media platform for videos only B. A communications medium used for marketing, like email or TV C. A software program for creating content D. A customer feedback tool

B. A communications medium used for marketing, like email or TV

What is content marketing primarily used for? A. Automating email replies B. Attracting and engaging audiences with valuable content C. Creating viral memes D. Broadcasting product launches only

B. Attracting and engaging audiences with valuable content

In the strategic planning process, when is the mission usually established? A. After the marketing campaign is launched B. Before identifying strategic factors like strengths and threats C. Only after the first fiscal year D. During financial audits

B. Before identifying strategic factors like strengths and threats

How can digital marketing address an organization's strategic needs? A. By eliminating in-store operations B. By supporting goals like customer acquisition and retention C. By replacing financial audits D. By using outdated data

B. By supporting goals like customer acquisition and retention

Which of the following is a common term associated with digital marketing? A. Foot traffic B. Conversion rate C. Inventory turnover D. Gross margin

B. Conversion rate

What best defines social media marketing? A. Creating podcasts for product reviews B. Promoting an organization or product using social media platforms C. Managing customer service calls D. Using paid search ads only

B. Promoting an organization or product using social media platforms