Digital Marketing

Having a keyword density of no more than ? percent for on-page optimization, as well as including ??? links for off-page optimization are both important parts of SEO.

3%, In-Bound Links

URL (Uniform Resource Locator)

A URL specifies a web address and consists of several parts (such as a protocol, server, path, and filename).

What type of influencer has between one and 100,000 followers?

A brand influencer has between one and 100,000 followers and typically posts content to promote a brand.

Clickthrough Rate

A click-through rate is how often a user clicks on a link and is calculated using the number of impressions versus the number of clicks it receives.

Decision Tree

A decision tree is a branched flowchart showing multiple pathways for potential decisions and outcomes. The tree starts with what is called a decision node, which signifies that a decision must be made, such as signing up for an email newsletter.

A company emails its customers a monthly educational newsletter that mentions the company's products. Which type of marketing campaign is the company using to encourage customer engagement? A drip campaign A trigger campaign

A drip campaign. Drip campaigns use a marketing tactic to continuously keep communication open with a customer through a series of time-based communications.

Hierarchical website structure

A hierarchical website structure starts with broad information on parent pages that flows down to more specific information on child pages—similar to a hierarchical organizational chart.

What type of influencer has between 1 million+ followers?

A macro influencer.

Matrix website structure

A matrix structure allows users to navigate the site without a predetermined sequence or parent-child relationships, instead presenting multiple links under topic groups.

A website developer for a startup news company selects a website design suited to attracting new audiences with short attention spans and to archiving articles. Which type of website does this developer use? A media website A microsite

A media website. Media websites are often linked to print publications, and they offer content that is shorter for new audiences.

Responsive vs Adaptive

A responsive site uses the browser's screen space to determine how to reflow the original design content that was probably optimized for desktop, while an adaptive site provides a specifically tailored design for the device being used.

Sequential website structure

A sequential structure leads website visitors through a sequence either backward or forward.

PIE Framework

A simple way to help with prioritizing experiments is to use a PIE framework. Each page or idea can be ranked based on the following: Potential—How much improvement can be made? Importance—How much will the improvement impact a desired outcome? Ease—How easy or difficult will the experiment be to run?

A digital expert is evaluating the user experience on the checkout page on a website. What are two relevant types of data that web analytics can provide the digital expert? Abandon cart rate Time spent on the checkout page Motivation of buyers Reasons for leaving at checkout

Abandon cart rate Time spent on the checkout page. QUANTIFIABLE!

At which locations do search engines recommend placing a nofollow attribute?

According to some search engines, the nofollow attribute should be placed in paid links, log-in pages, and comment sections to tell a search engine not to crawl the link as it may not have trusted content or may include user-generated content as with comments.

Calculating Click Through Rate CTR

Add up the total clicks your linked post received. Calculate the total impressions that post received. Divide that total number of clicks by the total number of impressions and then multiply by 100 to calculate the percentage of your click-through rate

Average Engagement Metric

Add up the total comments, likes, and shares of the desired post. Divide that total number by your total number of followers and then multiply by 100 to calculate the percentage of your average engagement rate.

What are on-page optimization techniques a company cane use?

Adding alt tags to images on the website Placing keywords in the title and meta-description Adding HTML tags to mark headers and sections

XML sitemap

Alphabetically organized site indexes help visitors find specific pages. The XML sitemap is for use by search engines and lists the pages in a site, their relative importance, and how often they are updated.

A small shoe company with only three retail outlets has decided to use an email service provider (ESP) to automate its email marketing. The company hopes to extend its reach to customers outside of the local area to increase online purchases. The owners select an ESP designed for small businesses. What are two benefits that the shoe company can gain from using this ESP?

An ESP can help a small business integrate its commerce and retail stores, and it can provide a template builder to help a company create an email design.

Anchor text

Anchor text is the text that a user would click on to follow a link (if the link is an image, the alternative attribute may act in place of anchor text). Search engines assume that your page is authoritative for the words that people include in links pointing at your site. When links occur naturally, they typically have a wide array of anchor text combinations. Too much similar anchor text may be considered a sign of manipulation, and thus it is discounted or filtered.2

Media queries

Another part of responsive design. Media queries are bits of code that allow websites to ask devices for information about themselves. The website style that will suit the device best is then selected from a list of styles defined in a cascading style sheet (CSS). A CSS is a code that controls the visual presentation of a website.

Earned

Any online word-of-mouth mentions or testimonials. Earned drives cost down and effectiveness up.

Paid media

Any paid advertising for online publication. Paid jump starts owned.

Discovery Advertisement

Appears as a thumbnail in the upper right corner of a video page

Bumper Advertisement

Appears at the start of a video as a short clip that cannot be skipped

In-Search Advertisement

Appears at the top of a search results page on a video-sharing platform

Overlay Advertisement

Appears in a semi-transparent state across the bottom of a video

What can marketers use to assess the performance of a marketing campaign in order to understand which activities are most effective at driving sales? Attribution Touchpoints

Attribution. Attribution is assigning credit for a particular touchpoint. Marketers can use attribution to assess the performance of a marketing campaign and to understand what activities or touchpoints are most effective at driving sales.

A skin care company is preparing a digital advertising campaign and has decided to place a bid at an auction. Which three results will the auction determine for the skin care company?

Auctions for online advertising sell ad space on search engines and other web publishers. They help to determine how much advertising space a company buys, how much the company pays for this space, and which advertisements will appear.

Audience targeting

Audience targeting uses the profile of a user, built up over websites visited previously, to determine which advertisements to show during a given visit. Audience targeting incorporates demographic and behavioral targeting. The targeting can even base this profile on cookies or on IP addresses.

A company designs a video to educate consumers on helpful resources to use in searching for customizable camping equipment. At which stage is this action an appropriate strategy? Consideration Awareness

Awareness

How do email marketing strategies differ for business-to-consumer (B2C) marketers compared to those for business-to-business (B2B) marketers? B2C email marketing includes a call to action, while B2B email marketing does not. B2C email marketing encourages customers to make immediate purchases, while B2B email marketing may not.

B2C email marketing encourages customers to make immediate purchases, while B2B email marketing may not.

Benchmarking

Benchmarking is a tool companies use to determine how well their organization is performing relative to external peers or other sites in their network. The goal is to identify best practices and opportunities and subsequently adapt to improve. Internal, External, Longitudinal, Competitive Analysis

BOFU

Bottom of funnel—How they can make the solution process easier (decision)

A shoe company sends out a large number of marketing emails to advertise a new line of sneakers. However, the marketer discovers that many of the emails are not reaching intended recipients. They are returning to company marked "undeliverable." Which metric would be the most helpful for the marketer to study to address the problem described in the scenario? Click-through rate Open rate Email conversion rate Bounce rate

Bounce rate. The bounce rate would be the most helpful metric to study so that the number of emails reaching the intended recipients can be analyzed and understood.

Owned media

Brand-created content within the control of the author. Any in-house company or corporate online account. Owned sustains earned.

A customer is looking for a product on a company's website, and they find a specific product page. When they are finished reading about the product, they want to return to the home page. This all takes place during a single visit to the website. Which website feature will make this process easier for the customer? Relevant queries Breadcrumb navigation

Breadcrumb navigation. Breadcrumb navigation makes it possible for the customer to visually identify their location within the website's structure.

How can a digital marketer develop and conduct keyword search strategies?

By using a variety of keyword research tools By categorizing keywords into topics The process for identifying keywords being used and understanding user intent is accomplished by using research tools, categorizing keywords into topics, and brainstorming keywords from a consumer's perspective.

Click through rate

CTR is calculated as the number of clicks an advertisement received divided by the number of times the advertisement was displayed. More simply put, it is the number of clicks divided by the number of impressions.

Card sorting

Card sorting is a quick and easy method to create a useful information architecture. One variation involves writing names of content elements on cards and having members of the target audience sort them into categories. The strength of this procedure is its quickness and is that a company can get to know how consumers group information and the categories its users would choose.

Which benefit can social media provide when a brand is attempting to increase brand awareness? Companies can collect information about potential consumers. Companies can target advertisements directly to people who engage with the brand.

Companies can target advertisements directly to people who engage with the brand. Having the ability to target advertisements on social media helps companies send focused messages to selected individuals.

Companies look at data such as...to learn about the individuals who visit their websites.

Companies look at data such as location, traffic source, and search terms to learn about the individuals who visit their websites.

Building a successful automated marketing campaign relies primarily on solid ??? such as contact information.

Consumer data

How has digital marketing changed consumers' ideas about themselves? Consumers have stronger associations with niche communities than in the past. Consumers feel they are less able to disrupt power structures in the market than in the past.

Consumers have stronger associations with niche communities than in the past.

How has social media affected the consumer buying process?

Consumers use social media to gain information and communicate with brands. They also have more opportunities and places to buy from, thanks to the Internet and social media.

??? is a set of guiding principles and workflows that help designers create content that is customer-oriented and that adapts to different devices. It also helps give all the web content a consistent voice.

Content strategy

A shoe company is creating digital advertising campaigns to promote a new line of sneakers. The company wants to attract consumers by creating banners that would be displayed on websites related to running and hiking. Which form of targeted marketing does this scenario describe? Audience targeting Contextual targeting

Contextual targeting. Contextual targeting reaches potential customers by targeting web pages with specific content, such as creating display banners to appear on websites related to running and hiking.

Which type of search does a user perform when providing the location "near me"? Contextual Navigational

Contextual. Contextual searches include the user's location in the search for localized results.

Consideration campaigns use traffic and views to cultivate customer engagement, while ??? campaigns attempt to translate a lead into a sale.

Conversion

Crawling

Crawling retrieves a web page to download it to an index when a crawler follows a link from an existing website or social media stream. A crawler retrieves a page, scours it for links, and downloads the additional pages from the links.

Social Conversation Rate

Create a high-quality post with a call-to-action linked. Assign a "cookie" as a tracking device to it that will attach to a campaign. Use your campaign reporting and tracking to calculate the post's total clicks and conversions. Divide your total conversions by total clicks and then multiply by 100 to calculate the percentage of your post's conversion rate (Shleyner, 2018).

Smartistry is learning about its users by collecting demographic, goals, needs, and experiences of its user. What can Smartistry do with this data to improve its web development efforts? Establish web metrics Create a user persona

Create a user persona

In what two ways can link authority be achieved?

Create descriptive anchor text Create relationships between sites

A customer sees a promotional social media post about a product the customer is actively searching for online in a web browser. Which type of strategy was used to target this customer? Existing customer reviews Cross-channel marketing

Cross-channel marketing. Automated cross-channel marketing strategies employ various customer engagement methods to tailor content that is relevant to a customer and provided at the most effective time using real-time customer activity data. This is an example of retargeting through marketing automation.

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 Conducting lead scoring

Delivering targeted communications

An insurance company is promoting a new vision plan. The digital marketer creating the campaign plans to conduct split testing to determine how to alter an advertisement to make it more effective. What is the first step to conducting A/B testing? Determine which variable to test Present two versions of the advertisement

Determine which variable to test. The first step to conducting split testing, or A/B testing, is to determine which variable to test, such as color, image, or a particular phrase to include.

Nearly all actions and interactions are measurable and targeted communication can be based on consumer behaviors are aspects of....

Digital Marketing

Companies that want to localize their websites often add a website URL to a catalog of websites which is known as ???

Directory submission

Which 2 components are used to assess a website's prestige?

Domain age and the quality of nodes, also known as websites, are some of the factors used to measure a website's prestige.

Which metric for off-page optimization does Cadallia's popularity and reputation strengthen? Anchor text ratio Page authority Domain authority

Domain authority. Domain authority is created by the authoritative strength of an entire website. Cadallia's popularity and reputation has helped establish its domain authority.

Automated marketing software detects that a user has placed a product in a virtual shopping cart but has left the site without purchasing it. A push notification on the company's shopping application sends a reminder to the user to purchase the desired product Which marketing activity is being demonstrated by the automated marketing software? Targeted marketing Dynamic segmentation

Dynamic segmentation. Dynamic segmentation uses real-time user data of customer activity to determine which marketing automation should be triggered to generate the most consumer engagement. If a user places a product in a virtual shopping cart but does not make the purchase, an automated reminder is sent to remind the user to follow through with the purchase.

What are two examples of pay-per-click advertisements that could be part of the company's digital marketing strategy?

Examples of pay-per-click advertisements include banner and pop-up advertisements. Companies pay a fee to the host website each time a user clicks on one.

Explicit information collection

Explicit information collection is a lead capture process that involves collecting information the lead voluntarily provides to the marketer.

A developer is replacing a mobile app that was created without using native mobile app development. The developer is creating the new app using native mobile app development. Which feature can the developer use in the new app that could not have been included in the old app? Image scaling and movability Fingerprint scanner

Fingerprint scanner. The features of smartphones, including fingerprint scanners and cameras, can be accessed only when using native mobile application development.

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 Second-party

First-party

First-touch VS Last-touch attribution

First-touch attribution means that the credit for the sale is attributed to the initial interaction a customer has with a brand. Last-touch attribution is the opposite and gives attribution to the final marketing activity the customer interacted with before buying.

First-touch attribution

First-touch attribution means the first consumer interaction with the brand is the reason they made a purchase—like it sounds, first-touch gives credit to the first marketing activity, assuming the customer decided to become a buyer after this first touchpoint.

The marketing department of a nutritional supplement company is tasked with evaluating the steps users took from the time they landed on a page to making a purchase. Which test will the help the marketing team gather the appropriate information? Interface testing Funnel analysis

Funnel analysis. Funnel analysis observes the conversion rate between the steps when a user first lands on a page to when he or she reaches a preferred outcome, such as making a purchase.

Gating

Gating is the use of a form that requires information to be filled in before content is viewable. The purpose of a gating strategy is to gather lead contact information. Top of the funnel—Do not gate Middle of the funnel—Gate Bottom of the funnel—Do not gate The customer is not looking to be sold to at the top of the funnel, the customer is looking to help themselves. This is why the first-touch content should never be a sales pitch; on the contrary, it should be agnostic.

Social media marketing strategy can be grouped into four key components:

Goals—What is the purpose of the social media marketing campaigns? Channels—Which social media platforms will be used and why? Implementation—What content will be developed and shared on the selected social media platforms and how will customer engagement be managed? Monitoring—What will be measured, analyzed, and optimized to improve the effectiveness of the social media marketing campaigns?

HTML (Hypertext Markup Language)

HTML is used to structure a web page. HTML tags can help crawlers identify and index relevant information about a web page. HTML code always starts and ends with angled brackets, and anything inside is considered an HTML tag, or predefined commands that specify how a web page will look and behave.

An automated marketing system uses a web analytic tool to determine whether a user is using a laptop, a tablet, or a smartphone to view a webpage. Which automated lead management activity is being demonstrated? Explicit information collection Implicit information collection

Implicit information collection. The lead capture process may include implicit information collection. This is passive information about a user's online behavior and activity that a lead does not directly provide to a marketer.

How can a content marketer most effectively generate customer engagement and brand differentiation?

In order to create engaging content that stands out, the content marketer should create content that fills a gap, use the brand voice consistently, and endeavor to develop credibility for the brand as a thought leader.

5th Step of Content Planning (Measuring the Content)

In step five, the content marketing strategy requires defining and implementing measurement goals. Digital analytics or metrics include reach metrics and engagement metrics. These metrics are also applicable to the sales funnel. Heat maps serve a useful function by providing a visual representation of data, highlighting site visitor behavior.

General Data Protection Regulation (GDPR)

In the European Union, where privacy is considered a fundamental right that outweighs the interests of commerce, the General Data Protection Regulation (GDPR) not only provides consumers with additional privacy protections but also makes commerce more difficult between the United States and the European Union.

Inbound Marketing

Inbound marketing attempts to "pull" consumers in by providing valuable content that consumers seek and can use. There is two-way communications and consumers often "subscribe" to the marketing. Search engines, referrals, social media.

A shoe company wants to ensure that their web page ranks high in SERPs for a given keyword phrase. How should the company use keywords to achieve this goal? Use keywords as frequently as possible. Include keywords relevant to the theme of the page.

Include keywords relevant to the theme of the page.

At which stage would the search engine extract words and phrases such as "coffee near me" and "latte"? Crawling Indexing

Indexing. During indexing, a search engine extracts important keywords it found when crawling to return relevant search pages.

Informational intent

Informational intent seeks to answer a question or learn something. "Know."

XML Sitemap Protocol

Informs search engines a web page is available for crawling

Jaunty Candle Company has a well-designed page on a large social media platform. Two weeks after its launch, the page received a low volume of likes and limited traffic back to the company website. What can Jaunty Candle Company do to build its reputation using off-page optimization efforts? Choose two answers. Pay for followers on social platforms. Integrate share buttons within web pages. House content on all social media platforms. Tag website content with hashtags.

Integrate share buttons within web pages. Tag website content with hashtags.

When Oliver clicks on the image in the social media sponsored post, what benefit of digital marketing does this represent? Synergy Interconnectivity

Interconnectivity

What is the primary purpose of responsive design? It helps audiences find content on the site that they might have otherwise overlooked. It allows audiences to access information on a variety of devices.

It allows audiences to access information on a variety of devices. Responsive design is design that allows webpages to render on multiple devices.

The CEO of Alliah Inc. has received reports that there are several links to its landing page in multiple news blogs and social platforms across the internet. This has caused some people to feel apprehensive about trusting the site's content. Which SEO challenge is Alliah Inc. facing that could lead to lower rankings? Website performance challenges Website relevancy challenges

It appears that digital marketers have invaded forums and blogs in an effort to provide links back to Alliah Inc.'s website. This practice can create a false sense of relevancy leading to poor customer experience and lower search engine rankings.

A magazine company is hosting a three-day startup business training seminar in April. The marketing team wants to strategically promote this event online. Why should the marketing team develop a microsite for this event? It contains outside branded advertisements to promote various products and services related to the offline activity. It contains branded content that lives outside of the company homepage to complement the offline activity.

It contains branded content that lives outside of the company homepage to complement the offline activity. A microsite is a smaller, simpler website that is primarily built to focus on a specific subject, product, or campaign. It is characterized by having a limited size with limited information.

How does a social matrix tool help a company with a social media marketing strategy? It implements a specific timeline to focus the company's speed of communication and timing strategies for social media content upload. It creates a comprehensive plan so that companies can select the social media platform that best meets their needs.

It creates a comprehensive plan so that companies can select the social media platform that best meets their needs.

What is a benefit of user-generated content (UGC) for marketers? It helps marketers measure the effectiveness of their marketing dollars. It helps marketers to receive real-time feedback and information from consumers.

It helps marketers to receive real-time feedback and information from consumers. UGC allows brands to receive real time feedback and information from consumers about the brands.

Why will a strong rating affect Jaunty's website? It will build NAP citations. It will improve Jaunty's search results.

It will improve Jaunty's search results.

Last-touch attribution

Last-touch attribution is the opposite and gives attribution to the last marketing activity the customer interacted with before buying.

An online retailer is undergoing a conversion rate optimization (CRO) process with the goal of increasing the conversion rate, defined as a purchase, of first-time visitors to the company's website. Which outcomes should this CRO process create for the customer? Choose two answers Less complicated purchasing process at checkout Greater click depth during the purchase process Fewer barriers to online product support after purchase Easier access to high quality content on the website

Less complicated purchasing process at checkout Easier access to high quality content on the website CRO should ensure that the customer experience features easy access to high-quality content and an uncomplicated conversion process.

Listening software

Listening software can include providing keywords for the software so that software can track the keywords.

Localized SEO

Localized SEO recognizes that search engines give priority in rankings to small businesses serving a local area when displaying search results. Creating or verifying a Google My Business listing, reviewing NAP citations, and seeking business reviews. Important relevancy signals for localized SEO ranking include information related to the physical location of the user and the business.

Long-form VS Short form content

Long-form content is generally 2,000 words or more. The purpose of long-form content is to educate. Examples include case studies, white papers, webinars, or e-books. Short-form content is exactly that—shorter and usually less than 1,000 words and includes short posts, blogs, and infographics as examples.

Why did marketers begin to use pull, more than push, advertising after the rise of the internet and mobile technology? Marketers had more access to direct communication with customers. Marketers gained the ability to communicate with larger audiences.

Marketers had more access to direct communication with customers. Digital technology created new ways for marketers to have direct communication with customers. This allowed marketers to invite consumers into receiving communication with more pull rather than push marketing.

The primary goals of conversion rate optimization (CRO) are to understand which ??? are effective and to learn about the actions and motivations of the consumer to improve the customer experience.

Marketing activities

MOFU

Middle of funnel -- More about potential solutions and why one would be right for them (consideration)

What are three of the most effective ways to find and address negative feedback from customers on social media?

Monitor social media platforms to identify brand mentions. Assure customers of prompt action to correct any errors. Face criticism and own up to any mistakes.

Most comments about brands on social media are...

Most comments about brands on social media are neutral. Listening software that uses sentiment analysis is often ineffective at labeling these posts.

A digital marketer is working on a campaign for a new smart phone. The marketer has created several versions of a floating advertisement that differ in terms of color, size, the font of the text, and the call to action. Which type of testing would best help the digital marketer determine which version is the most effective? Multivariate testing Split testing Parameter testing

Multivariate testing. Multivariate testing would best help the digital marketer achieve this goal. This type of testing is used to compare and contrast multiple elements and versions of an advertisement to determine which one is the most effective.

Native advertising

Native advertising is being visible across different platforms and having consistent messaging across those platforms. Being native online means the advertisements match the form and function of each platform. Interacting with followers include engaging in the two-way dialogue and encouraging it. Gaining followers leads to awareness and can be achieved by being discoverable, consistent, and producing quality content over quantity.

Navigational intent

Navigational intent describes searches for a specific website. "Go."

The Federal Trade Commission (FTC) recommends what 4 Fair Information Practice Principles?

Notice Choice Access Security

Off-Page SEO

Off-page SEO is about activities outside of a company's web page and the process of getting external resources to link to a company's web page (or backlink). Links to popular websites, social media, and digital PR activities

Off-site optimization

Off-site optimization focuses on link building, social media, and other public relations activities. Requires getting others to link to your content. The links are the important element because they can convey trust and relevance.

A company uses a campaign with a consistent message that uses different, targeted communication routes. Which term best describes the marketing approach that the company is using? Behavior targeting Omnichannel integration

Omnichannel integration. A campaign with a consistent message that uses different, targeted communication channels is one that is using omnichannel integration.

A business calls a customer that requests information from the company's retail website. Which digital marketing strategy is this business using? Single path Predictable Omnichannel

Omnichannel. Digital marketing strategies should be part of an omnichannel customer experience. Findings show consumers still prefer an omnichannel experience, including in-person communication to follow up on customers.

On-Page SEO

On-page optimization is the elements that are controlled by a company and can be applied on its individual web pages and content for optimization. Relevant content, using the right keywords, optimized titles, and well-formatted URLs

A marketer should use relevant keywords in the alt text of images on their company's web page to improve ...

On-page optimization.

Which key performance indicator (KPI) is used to measure the value received from developing customer advocates? Online review ratings Customer churn rates

Online review ratings. Online review ratings is a KPI used to measure how well a company provides the information that customers need and want, and this measure would be used to measure the value received from developing customer advocates.

Organic website structure

Organic websites are unstructured without a pattern and can be used for exploration and education.

Outbound Marketing

Outbound marketing (using push activities) is not as effective as it once was because it focuses on mass one-way messages to many consumers and has passive communication. Print ads, TV ads, radio, telemarketing.

A pizza restaurant wants to reach potential customers who are local or intend to visit the community soon. The owners had been using pop-up advertisements, but discovered they were not reaching the target market. Which digital advertising strategy would effectively promote the restaurant to new customers from the local area? Paid inclusion that appears on search engines when users look up the neighborhood with the keyword "pizza" Display banners that appear at the top of websites for fast-food restaurants across the country

Paid inclusion that appears on search engines when users look up the neighborhood with the keyword "pizza"

A digital marketer is conducting an experiment to learn more about the intended target region for a new advertising campaign. Which type of testing would best help the digital marketer complete this experiment? Parameter testing A/B testing

Parameter testing. Parameter testing would best help the digital marketer achieve this goal. This type of testing is used to set parameters around experiments such as the timing of advertisements, statistical significance, or target market/region.

Which Google update combats black-hat link building techniques? Panda Penguin

Penguin. Penguin combats black-hat link building techniques such as spammy link directories.

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? Session Persistent

Persistent

A brand that is committed to user-centered design gives designers a document with a description of a fictional customer whose characteristics represent a specific group so the designers can create a more user-friendly design. What is the name of this document? Persona Prototype

Persona

Platform monitoring software

Platform monitoring software can track a great deal of information includes information about customers and about competitions.

Which factors do search engines look for when choosing which retail websites to display in a search result list for a user product query?

Popularity of the retail website featuring the product Authority of the information about the product Relevance of content to the product search

Digital marketing is powerful in four fundamental ways:

Precise customer targeting Ability to measure almost everything Access to large amounts of information Ability to facilitate interconnectivity and interactivity between marketers and consumers.

What is one way a brand can effectively use social media for reputation management? Plan a campaign based on the demographics and preferences of a particular audience Proactively addressing a problem mentioned on social media before it becomes a crisis

Proactively addressing a problem mentioned on social media before it becomes a crisis. Brands can monitor things people say on social media so they can learn about a potential problem before those problems have a chance to become even more serious. Brands can address these problems quickly and salvage their reputations.

Programmatic advertising

Programmatic advertising acts as an advanced, ever-evolving inventory system used in the automation of the buying and selling of digital ads. Programmatic advertising acts as a real-time auction house, complete with a demand-side platform (DSP) and supply-side platform (SSP). Brands use the demand side to determine what to buy and how much they are willing to pay. Publishers use the supply side to sell ad space to brands. Programmatic advertising then automatically matches these two platforms up, using computers to buy and sell.

Robots.txt file

Provides instructions to crawlers about which page or directory to crawl

XML Sitemap Priority

Ranks the web page's relationship to the purpose of the website

Sponsored cards are a form of InStream advertising that appear during a video to show ??? featured in the video and provide additional information

Relevant products

How do digital marketers calculate the value per visit for each website visitor? The number of visitors to a website divided by the amount of time each visitor spends there Revenue divided by the number of user website visits

Revenue divided by the number of user website visits

Scheduling software

Scheduling software can help keep the movement of a campaign going by scheduling social media use at appropriate times.

Which digital marketing activity allows companies to reach consumers that are already in the buying cycle and seeking purchase-specific content promotions? Social networking Search advertising

Search advertising?? Is this right?

Search engine marketing (SEM)

Search engine marketing, or SEM, refers to digital marketing efforts using both organic and paid search engine results. SEM can position paid advertisements within the sponsored links on a search engine results page for higher placement and faster ranking results than organic efforts. SEM also involves using paid search results, such as pay-per-click (PPC) advertising, which do not require the same time investment but do carry a direct financial investment.

Crawlers and Spiders

Search engines use crawlers or spiders to follow links across web pages and download to web page indexes. When a user submits a search query, search engines run algorithms against these indexes or databases to rank and display results.

Second-party data

Second-party data are the first-party data of another company. Second-party data are more reliable than third-party data because the data are directly from another company's customers based on website activity, social media interactions, and even offline survey or sales information. These data are directly from the company that collected it. There may be instances when companies work together and share data, such as with cobranding opportunities.

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? Message header Sender information

Sender information

An online e-commerce company is conducting an email marketing campaign with a goal of increasing traffic to its landing page. The company wants to keep track of a user's movements from page to page and delete the cookie following the visit. Which type of cookie should the company use to track a single website visit? Third-party Session

Session. A session cookie tracks a user's movements from page to page during a single website visit.

Which plane of web development is most relevant to the owner's requests for a clean, simple layout? Surface plane Skeleton plane

Skeleton plane

Social media

Social media encompasses interactive platforms on which content is created, distributed, and shared by individuals on the web. Social media websites and applications allow users to create and exchange user-generated content (UGC) where people talk, share information, participate, and network through technologies.

No index metatag

Specifically blocks a page from showing up on a SERP

A shoe company distributes an email survey its customers aged 18-28 from a total list of 5,000 customers to discover the types of footwear they are most likely to purchase when engaged in athletic activity. Which type of sampling is this company using to evaluate customers in this population? Multistage sampling Stratified sampling

Stratified sampling. Stratified sampling is used when a company wants to highlight specific subgroups within a certain population. The company is only sampling a specific age group from its total customer list, or its sample population.

Technical SEO

Technical SEO is the process of optimizing a company's website for the crawling and indexing the search engines perform. Search-friendly website structure, well designed architecture, and ability for a site to load quickly

What is contained in a snippet displayed on a search engine results page (SERP) to a user?

Text describing the web page A colored link to the web page The title of the web page SERPs present query results to users in a snippet, which is the format of presenting a preview of each search result web page in a consistent manner.

4-1-1 Rule

The 4-1-1 rule of the content mix guidelines suggests posting four pieces of informational content, one piece of shared content, and one piece of promotional content. This is viewed by consumers as a balanced approach and allows the marketer to set up better relationships with consumers and fellow content producers alike, while establishing a thought leadership position.

What are three requirements for email senders that are part of the federal antispam legislation known as the CAN-SPAM Act?

The CAN-SPAM Act requires email senders to tell recipients how to opt out, include accurate headers, and include correct subject lines. The legislation works to ensure that users understand and can identify the email they receive.

Consideration

The buyer develops criteria to evaluate potential solutions and reviews competitive offerings.

Decision

The buyer looks for product-specific comparison and has identified and evaluated all available options.

Awareness

The buyer recognizes an opportunity and researches the opportunity to determine how to prioritize it against other initiatives.

A clothing company plans to introduce a new line of fingerless gloves that will allow customers to use phones and other devices outdoors in the winter. The company believes the product will appeal primarily to consumers in the 18-32 age bracket, and it has begun to consider marketing approaches to best promote the new line. The company will spend equally on traditional and digital marketing approaches. The company will focus most of its budget on digital marketing, but will utilize some traditional marketing approaches.

The company will focus most of its budget on digital marketing, but will utilize some traditional marketing approaches.

What are the components of on-page optimization?

The components of on-page optimization include keywords, content, and internal links. SERPs are the output of SEO and the goal of on-page optimization is to rank higher on the SERP.

How does the demand side platform differ from the supply side platform in programmatic advertising in digital marketing? The demand side platform helps companies determine how much to buy; the supply side platform helps web publishers determine what to sell. The demand side platform helps web publishers determine the kinds of ads to sell; the supply side platform helps them determine how much to charge.

The demand side platform helps companies determine how much to buy; the supply side platform helps web publishers determine what to sell.

Sale Funnel Stages

The different stages of the sales funnel can be described as AIDA: awareness, interest, desire, and action. The sales funnel is wide at the top representing the number of prospective customers and it narrows at the bottom, representing the number of Hint, displayed belowChoose...marketing toolsconverted salesproducts or servicessales leads.

URL Service

The first part xxxx:// indicates the type of service or protocol for the file transfer. Currently, the most common service used in web pages is hypertext transfer protocol (HTTP) for accessing (viewing) pages on a web server.

1st Step of Content Planning (Content Strategy)

The first step requires creating the overall content planning strategy, which includes defining qualitative as well as quantitative goals. The strategy also considers both content and people components. Who is the audience and what content will meet their needs. SWOT analysis.

Modern 4Ps for Marketing

The four Ps of the traditional marketing mix include product, promotion, place, and price; these can also be described as the activities of creating, communicating, delivering, and exchanging offerings of value.

4th Step of Content Planning (Promotion)

The fourth step addresses promoting the content through optimization, distribution, and promotion. Establishing a promotional plan is essential, along with content scoring. In the Promotion step, markets use one more of the five promotional subcategories: personal selling, advertising, sales promotion, direct marketing, and publicity.

What are the primary goals of task analysis? Choose two answers.

The goals of task analysis are to identify issues with usability, collect qualitative and quantitative data, and determine customer's satisfaction with the usability of a website.

Indexing

The indexing process identifies and extracts the important keywords from a website.

What is the definition of click depth? The number of clicks each visitor makes throughout a website The number of clicks a user needs to get to a specific web page

The number of clicks a user needs to get to a specific web page

What are three primary challenges of influencer marketing?

The primary challenges of influencer marketing include a lack of regulation in the industry, distrust of influencer recommendations, and difficulty matching brands to influencers.

How can search engine optimization (SEO) be described? A user's search for information on a website The process of making a website organically visible to a search engine user

The process of making a website organically visible to a search engine user. Search engine optimization (SEO) allows a website to be visible to major search engines. Organic results are not influenced by commercial or paid relationships.

Scope plane

The scope plane sits at the intersection of functionality and content. Using the personas created in the strategy plane to try and identify who the users will be, the scope plane uses scenarios to build a fictional environment to test the usability of the site.3 The scope plane is the element where you can make a list of those items that would be ideal for your site and pare them down to what is absolutely necessary.2

2nd Step of Content Planning (Planning)

The second step involves planning content creation, which encompasses brand style guides, content calendars, workflow maps, and customer persona maps. The planning process also includes mapping content to all three levels of the sales funnel. Brand style guides, content calendars, workflow maps, and customer persona maps.

Skeleton plane

The skeleton plane takes functionality requirements and focuses the designer's attention on things that can be taken for granted. Navigation, interface, and information design are integral to any successful website.

Social Viral Spiral

The social viral spiral focuses on speed of communicating, but with finesse and correct timing. A key element of the implementation plan is the frequency of creating and sharing content across various social media platforms. The key aspects of the social spiral are timing of the communication and the intensity in which the communication can spread. This tool taps into the social media potential of virality.

AIDA model

The stages of a prospect's movement through the sales funnel can be aligned to the acronym AIDA, which stands for attention, interest, desire, and action.

Strategy plane

The strategy plane starts with the kernel of an idea. The focus that you place on the strategy plane should begin with the needs of your users. Those users can encompass several audiences, including colleagues and other stakeholders. Choosing, as a collective, who your primary user is essential to this plane.2

Structure plane

The structure plane asks that designers delve into interaction design and information architecture. Interaction design is essential for communicating with any individual, and accessibility should be considered. Information architecture is also a factor at this stage. There are many different forms that a site can take. Garrett notes the following: hierarchical, matrix, organic, and sequential.

Surface plane

The surface plane could arguably be time consuming. Through images, color, and fonts, the tone of the site is set. The first impressions of your site are also presented on this plane.3 Before users interact with your carefully considered content, your excellent navigation structure, and slick search bar, their first impression comes from the look of the website, such as the colors, graphics, and overall design elements. As people are spending more and more time on the web, they are less tolerant of websites that do not look good or credible. Although a website is not an art installation, it is a design project, and the fundamentals of good design apply.1

Why do search engines recognize that the term "Red Delicious" refers to a type of apple? The term's context provides a clue. The website includes images of apples.

The term's context provides a clue. Search engines are able to relate concepts to one another by understanding the surroundings in which certain keywords appear.

3rd Step of Content Planning (Creating)

The third step includes producing content, as well as management of the content mix. This step encompasses writing and editing content, designing content, and curating content.

What are the 3 primary aspects of off-page optimization?

The three key aspects of off-page optimization are authority, popularity, and quality.

What are the 3 main reasons why it is important for a company to vet potential influencers?

The three main reasons why it is important for a company to vet potential influencers are that it helps to reduce overall digital marketing costs, helps to control any potential damage to corporate reputation, and increases the likelihood of positive return of investment (ROI).

What is domain authority? The trustworthiness of a website The content value of a web page

The trustworthiness of a website. Domain authority refers to the degree to which a website is deemed reputable, trustworthy, and authoritative.

Which factors influence types of keywords that a marketer should target?

The types of keywords to target depends on a number of factors including user intent, keyword relevance, search volume, and competition.

What information can be gathered when a company uses cookies on its website? Choose two answers.

The user's preferences on the website The user's search history Websites use cookies to gather information about users, including search preferences and the ability to track search history across multiple websites and web pages.

The quality of a link that takes people to a company's website can be evaluated based on ???

Themes...Quality of backlinks is an off-page optimization technique and can be evaluated based on themes to demonstrate relevancy of the content on the page.

Which statement correctly compares the demand for professionals with a background in digital marketing to the available pool of talent? There is a much higher demand for digital marketing professionals than can be met by the available talent pool. There is no real demand for digital marketing professionals in this field.

There is a much higher demand for digital marketing professionals than can be met by the available talent pool. A study by McKinley Marketing Partners showed that digital marketing accounts for 59 percent of the demand for marketing talent, but only makes up 19 percent of the available talent pool.

The four Ps (product, price, place, and promotion) were developed in the 1950s to describe the marketing process. Marketers no longer prefer to use the four Ps to describe the marketing process. Why? They fail to describe what marketers actually do. They fail to describe the ways the internet has changed marketing.

They fail to describe what marketers actually do. The four Ps are nouns, and they do not actually describe what people do. The four Ps have been replaced by action verbs that describe what marketers do. Creating, communicating, delivering, and exchanging offerings of value.

Third-party data

Third-party data are data that are collected from a variety of sources by companies with no direct connection to the consumer whose data are collected. This data may come from a variety of sources, including websites, social media, surveys, and subscriptions.

Share of voice (SOV)

This awareness measurement is a brand's advertising weight, expressed as a percentage of a defined total market or market segment in a given time period. Measure both direct and indirect mentions of marketer's brand across all social networks. Measure mentions of competitors during the same time period. Add all mentions, marketer's brand and competitors, for a total amount. Divide brand's own mentions by that total and then multiply by 100; this gives the marketer brand's SOV percentage

Applause Rate

This engagement metric indicates how many approval actions (such as likes and favorites) a post receives in relation to the number of followers. You can track this engagement metric by following these steps: Add up all the approval actions of a designated post over a certain time period. Divide that total number by your total number of followers and then multiply by 100 to calculate the percentage of your applause rate

Amplification Measurement

This engagement metric measures the rate at which followers share content. The benefit of social media virality can be captured in the amplification metric. It can be tracked and measured by following these steps: Count the number of shares of an individual post. Divide that total of shares by the total number of followers and then multiply by 100 to calculate the percentage of the amplification rate (Shleyner, 2018).

On-Page SEO

This improves a website's position in search rankings. Examples include measures to optimize the content or improve the meta description and title tags.

Review

This is an actual customer's opinion of a business. Studies show these are very important to consumers.

Customer Satisfaction Score

This metric can be tracked by following these steps: Create a customer satisfaction survey on social media networks. Add up all the scores after a designated time to arrive at a total. Divide this total by the number of customers who responded and multiply by 10 to get the score

NAP Citation (Name, Address, Phone #)

This shows search engines that a business is legitimate and has a name, address, and phone number.

Thought leadership

Thought leadership differs from the traditional selling approach by focusing on customers and their needs, rather than on simply generating leads and making sales. Thought leaders are experts in their fields and, therefore, more trustworthy than those marketers who only focus on selling messages.

The 4-1-1 rule is a guide for understanding what content to include in a content marketing campaign. Why do marketers use the new content indicated by the "4" in the 4-1-1 rule? To gain subscribers and build relationships To attract more followers and build an online presence

To attract more followers and build an online presence. The "4" means to publish four pieces of content that is used to attract more followers and build an online presence.

What is the purpose of search engine algorithms? To determine relevant search results To describe the structure of a web page

To determine relevant search results. Search engines display results to search queries based on proprietary algorithms. Each major search engine uses its own formula to determine what results to display for a particular term.

What are two characteristics that the subject line of a marketing email should include to effectively reach customers?

To effectively reach customers and improve open rates, subject lines for marketing emails should be about 6 to 10 words and contain targeted terms.

What is the purpose of key performance indicators (KPIs)? To indicate whether an organization is meeting its company goals To indicate whether certain business objectives are being met

To indicate whether certain business objectives are being met. KPIs track whether certain objectives, not overall company goals, are being bet.

What is the purpose of a workflow in an email marketing automation campaign? To test the efficacy of the email campaign iteratively to continuously improve To design the email messaging to attract and entice the potential customer base

To test the efficacy of the email campaign iteratively to continuously improve. The purpose of workflow is to test the efficacy of the email campaign iteratively to continuously improve.

Why do brands create low fidelity prototypes first? To understand how the basic pieces of the website will function To understand which graphics to use on the finalized website

To understand how the basic pieces of the website will function. A low fidelity prototype takes less time to prepare than a higher fidelity prototype and provides more time to work on the design before the test. Without having to make the prototype work, designers can spend ample time on designing more pages, menus, or content as needed.

TOFU

Top of funnel—Why they should do business with you, or why they even have a problem to solve (awareness)

At which stage of the sales funnel should a company use brand differentiation to gain consumer awareness? Middle of the funnel Top of the funnel

Top of the funnel. Key word being "awareness."

It is an important off-page SEO practice to place keywords in the anchor text of backlinks because search engines use this information to determine the ???

Topic of the link's destination.

Tracking parameters

Tracking parameters are special terms added to an URL's query string or fragment to definitively categorize the source of traffic. Adding tracking parameters to URLs is considered a best practice for setting up marketing campaigns because it does not rely on a web browser sending a referrer to a website to determine the origin of the traffic.

Transactional searches

Transactional searches are performed when a user seeks to obtain or purchase something. "Do."

A web consultant has been hired to help an online company improve its website usability. Which method would most likely be used to evaluate the findability of topics in an existing website information structure? Focus groups Tree testing

Tree testing. Tree testing is a usability technique for evaluating the findability of topics in a website to verify existing information structure.

A mass merchandise store emails a customer about a special offer related to a product recently purchased by the customer. The company is engaging in behavior-based nurture marketing using a ??? campaign.

Trigger. Automated marketing allows customer data to trigger specialized marketing communication tailored to specific information either actively provided by the customer or passively provided from the customer's activity, such as buying a product.

What are the two main metrics used to measure search traffic on a website? Unique visitors Click depth Search algorithm Page views

Unique visitors Page views

Which type of testing would a digital marketer use to determine whether or not a display banner confuses consumers? Multivariate testing Parameter testing Usability testing

Usability testing. Usability testing focuses on users' experience with digital advertising and could help to determine if displays banners are potentially confusing.

A retailer wants to speed up landing pages and advertisements on web pages for mobile device users. Which technique should the company use? Incorporate a Run of Network (RON) Use Accelerated Mobile Pages (AMP)

Use Accelerated Mobile Pages (AMP). Accelerated Mobile Pages (AMP) can increase site speed up to 85%.

What are three of the most effective methods for engaging consumers via social media marketing?

Use a variety of formats and platforms to reach users. Include a clear call-to-action to encourage users to take steps. Ask questions to create a conversation.

How can a marketer use HTML tags to improve on-page optimization?

Using keywords in the title and header tags can improve on-page optimization, and using the <strong> tag to bold a given keywords at least once in the content can also be helpful. Header tags should be used for headers, and the use of backlinks is an example of off-page optimization.

Cost per thousand (CPM) is the price of 1,000 advertisement impressions on a single web page, which is counted when an ad is ???.

Viewed

How do web ANALYSIS tools help with search engine optimization (SEO)?

Web analysis tools can help marketers track keyword density and determine rankings of keywords, but these tools do not automatically alter content. HTML improvement suggestions and determining how many backlinks there are

What are three key priorities of web development optimization?

Web development optimization focuses on user experience, shareability, and findability.

What community insight can the band glean from the commenters who are praising the song as the band's greatest achievement? Who the champions are What the overall sentiment is

Who the champions are. The strongest advocates are those who feel particularly positive feelings toward a group or brand. These can be brand advocates and evangelist.

User interface design refers to the ...

page layout, color scheme, and how elements are arranged. Headers and footers would be considered UX design NOT UI

Types of Samples

simple random sampling, where software selects random sets from the entire data set stratified sampling, where software creates subsets of data based on common characteristics then randomly draws samples from subsets cluster sampling, where the entire data set is divided into subsets based on a defined factor, then a random sampling is analyzed multistage sampling, a more complex version of cluster sampling using second-stage clusters systematic sampling, where a sample is derived by sampling at a set interval from the larger data set (e.g., every twentieth row in a spreadsheet)