Digital Marketing-TESTS

A business-to-business (B2B) company wants to integrate its email marketing with its customer relationship management (CRM) system. Which benefit will the company gain by taking this action?

Ability to use data to personalize emails Correct! Integrating email marketing with a CRM system will benefit the company by providing the ability to use data to personalize emails. Matching consumer data in the CRM platform to marketing goals provides targeted messages.

A company is developing a new website with several fixed layouts that are tailored to specific screen sizes in order to create an optimal experience on each type of device. Which type of website design is this company using?

Adaptive Correct! Adaptive design follows the design of a mobile-specific adaptive site to achieve suitability for different screen sizes and the best overall visual look. An adaptive design would ensure a good user experience for those who are on-the-go users.

A digital expert is adding professional photography to a company's e-commerce website to ensure that consumers are attracted to the images and purchase products. Which aspect of website design and development is this digital expert addressing?

Aesthetic engagement Correct! A digital expert that is adding professional photography to the company's e-commerce website to ensure that consumers are attracted to the images and purchase products is addressing aesthetic engagement.

How can a company use an inbound digital marketing campaign to generate referrals?

By creating calls to action that engage and delight customers to become promoters Correct! Creating calls to action that engage and delight customers to become promoters is how a company can implement an inbound digital marketing campaign to generate referrals. Inbound digital marketing campaigns can mobilize customers to refer others through dynamic content.

How has social media changed the consumer buying process?

By providing platforms for products to be researched Correct! Social media has changed the consumer buying process by providing platforms to research products. Consumers can now search for product information in a variety of online networks.

How do search engine algorithms connect consumers more rapidly to desired content?

By reducing irrelevant links Correct! Search engine algorithms connect consumers more rapidly to relevant content by reducing spammy links that can lead consumers to unwanted information and create security risks for users.

Which stage of the buyer's journey occurs when consumers are evaluating competitive offerings?

Consideration Correct! Consideration falls within the middle of the funnel (MOFU) stage of the buyer's journey and focuses on moving the consumer to a purchase decision. In the consideration stage, consumers have identified and explored needs and are committed to finding a solution.

During which stage of the buyer's journey should a company provide information about its differentiation and value over competitive offerings to assist the consumer in evaluating options?

Consideration Correct! In the consideration stage of the buyer's journey toward the middle of the funnel (MOFU), the focus is on moving the customer to a purchase decision. In the consideration stage, a company should market its differentiation and value.

How has the role of consumers changed in today's globally interconnected society?

Consumers are more informed and engaged. Correct! In today's globally interconnected society, consumers are more informed and engaged as they search, communicate, participate in communities, and make collaborative decisions related to online purchases and brand loyalty.

Which common bidding method for display advertisements has the goal of convincing customers to buy a product or service?

Conversions Correct! Bidding by the conversions method is focused on getting a customer to bid and purchase advertisement space based on the number of user conversions the advertising will generate. The stated goal is to convince customers to buy the product or service.

Which content planning process step takes care of curating the content for advertising campaigns?

Creating Correct! Creating comprises constructing content as well as organizing the content mix. Production, which is part of creating, focuses on writing, editing, design, and curating content.

A boat dealership's marketing department is developing a marketing campaign designed to increase current customer satisfaction with their purchases to gain more positive reviews on the dealership's website. Which type of goal does this marketing campaign address?

Customer service goals Correct! The desired outcomes of the marketing campaign for customer service goals include customer satisfaction, positive reviews, and customer referrals.

What is a benefit to firms that choose mobile-based marketing as part of their overall marketing strategy?

Customers are always reachable. Correct! A benefit to firms that choose mobile-based marketing as part of their overall marketing strategy is that customers are always on the go, connected, and reachable through mobile marketing communications, and this increases marketing effectiveness.

A landscaping company wants to post content on its social media platforms that will create awareness of its expertise for the spring planting season. Which content marketing approach should the company use to meet this goal?

Develop advertising videos showing before and after experiences Correct! A landscaping company that wants to develop content on its social media platforms that will create awareness of its expertise for the spring planting season should create branded videos to engage prospective customers and show company expertise.

How does a retailer's use of pay-per-click (PPC) advertising support its search engine marketing (SEM)?

Directs searchers to a landing page to create conversions Correct! PPC advertising supports SEM by directing searchers to a landing page to create conversions. PPC advertising allows a company to directly connect searchers with its unique content, which creates control of the search for the company.

A company wishes to ensure that its email list contains only motivated customers by sending emails to consumers who fill out a contact form to sign up for the company's loyalty program. The emails request that the consumers click a link to confirm their subscription request before they will be added to the database. Which type of automation is this company using?

Double opt-in Correct! A double opt-in requires that consumers who fill out a contact form to be added to a database click on a link in an email from the company to confirm their interest in being added to the program

An e-commerce company is testing a single-page checkout process on its website instead of a two-page checkout process to see if it improves customer experience and satisfaction with the checkout process on the website. Which action should the marketer take in order to perform this test?

Establish parameters to assess the checkout process Correct! To effectively test the checkout process, the marketer should determine what will be tested to assess how each parameter affects the checkout process.

A company collects user information from its website by temporarily storing the information on the user's computer based on the pages visited and information provided. Which kind of cookie is the company utilizing to collect the user's information?

First-party Correct! A first-party cookie is a small amount of text stored in the user's computer that is created by the website the user is visiting and tracks the user's activity.

An e-commerce company's ultimate goal is to move visitors successfully through the sales process. The company determines that in a given week, only half of the visitors move through awareness to conversion by adding a product to their shopping carts and completing the purchase. Which type of analysis is the company performing?

Funnel analysis Correct! Funnel analysis measures how a customer moves from awareness, or the top of the sales funnel, to purchase, or the bottom of the sales funnel.

A company places online advertisements where the shipping offers and incentives change depending on the city or country location of the users. Which digital advertising method is this company using?

Geotargeting Correct! Geotargeting is the practice of displaying advertisements based on the user's country or city to offer promotions customized to the user. The shipping offers and incentives change based on the user's country or city.

A company is beginning a new social media marketing campaign and has identified how consumers gather product information, make buying decisions, and provide product feedback. The company decides that the campaign should promote its brand to create awareness. Which component of social media marketing strategy has the company established?

Goal Correct! The company has decided that its social media marketing campaign should promote its brand to create awareness, which identifies the goal of the campaign.

A company is running a marketing campaign where it communicates with the same web user regularly by showing its advertisements based on which computer is accessing the website. Which digital advertising method is this company using?

IP targeting Correct! IP targeting advertises in a specific and focused manner by targeting users based on a specific IP address. The advertisements are displayed to the same web user based on which computer is accessing the website.

What is the rule that determines automated marketing communications based on specific consumer actions?

If this, then that Correct! This rule is used in marketing automation to determine marketing communications based on consumer actions. For example, if the consumer abandons the cart for one week, a reminder email could be automatically sent encouraging the consumer to complete the purchase.

A marketing company is beginning a new social media marketing campaign and is currently trying to identify what materials will be shared with customers on its chosen social media platforms. Which component of the social media marketing strategy is this?

Implementation Correct! Implementation refers to the firm determining what content to share with customers during the campaign and how to engage customers.

How should a web developer use keywords in a website to facilitate effective on-page optimization?

Include keywords in the website title and header Correct! A web developer should use keywords in the website title, header, and other prominent places to facilitate effective on-page optimization.

A company has designed online communities on its social media platforms to engage consumers in testing new products and leaving comments with their feedback and ideas. What benefit will these online communities create for the company?

Increased user-generated content Correct! A company that has designed communities on its social media platforms to engage consumers in testing new products and leaving comments will benefit by developing user-generated content that can be used for product design, development, and testing.

Why is it important to have someone proficient in search engine optimization (SEO) involved in a digital marketing campaign?

It creates higher content rankings. Correct! SEO creates higher content rankings by developing clear and relevant content that is searchable by the customer, and SEO improves rankings, which is important when developing content and managing a marketing campaign.

Which step in the content planning process defines and applies tools, such as digital analytics, to quantify the success of the entire content planning process?

Measuring Correct! Measuring requires defining and implementing measurement goals for the content planning process.

A tourism business wants to move prospective customers toward the middle of the sales funnel by engaging customers with its brand website content. The website offers a variety of digital resources that consumers can save and use on their own devices. What is an appropriate way of measuring brand engagement?

Number of content downloads Correct! The business should measure brand engagement by determining the number of content downloads from its website. Content downloads demonstrate that prospective customers are moving from awareness toward consideration.

Which strategy should be used during the decision stage of a buyer's journey?

Offer first-time buyer promotions Correct! In the decision stage of the buyer's journey toward the bottom of the funnel (BOFU), the focus is on influencing the consumer to purchase the product through promotional strategies that increase the consumer's level of engagement. First-time buyer promotions would be helpful in this stage.

A consumer uses a social media platform to ask other users questions about a product in order to troubleshoot a problem. Which type of social media platform is designed for this purpose?

Online forum Correct! Online forums are social media platforms to post questions and answers about specific topics of conversation.

Which key performance indicator (KPI) is used to measure the value received from developing customer advocates?

Online review ratings Correct! 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.

A marketer is developing the strategy for the content planning process and discovers a target market that has not yet been addressed. Which component of the SWOT is designed to obtain this information?

Opportunities Correct! An unaddressed target market presents an external opportunity for an organization or brand.

A marketer is continuing to make improvements to a website based on the web analytics received after publishing the website. Which activity is being performed by the marketer?

Optimizing Correct! Marketers continually seek ways to improve or optimize website performance and user experience after the website is launched.

A retail company identifies its target buyer as a 24-year-old female college student who works part-time, regularly texts, and shops online on her mobile device. What is the term for this buyer description?

Persona Correct! The retail company has created a buyer persona, which describes the target buyer based on demographics and other factors. A persona allows a company to better target its buyers using specific content and promotional elements.

Which content planning process step includes arranging content formation that covers brand style guides, content calendars, workflow maps, and customer persona maps?

Planning Correct! Planning includes arranging content formation, which covers brand style guides, content calendars, workflow maps, and customer persona maps. The preparation process also includes plotting content to all three levels of the sales pipeline.

Which type of social media management tool delivers analysis across digital marketing networks?

Platform monitoring Correct! Platform monitoring tools track user interactions across multiple social media platforms.

An ecotourism company wants to brand itself as a thought leader in its industry. Which content marketing approach should the company use for this purpose?

Post daily blog entries that demonstrate credibility and travel expertise Correct! Posting daily blog entries that demonstrate credibility and travel expertise helps the ecotourism company brand itself as a thought leader in its industry because it demonstrates that the ecotourism company is different and distinctive from other companies.

At which point in the customer purchase process should a company create social media content to ensure that customers are satisfied with their transactions?

Post-purchase Correct! It is most relevant to create social media content to support a customer post-purchase and solidify the decision to purchase from the company.

Which element of the PIE framework addresses how much improvement can be made on the pages?

Potential Correct! Potential focuses on how much improvement can be made.

A company that developed an innovative backpack design implements a social media marketing campaign. The company's marketing manager reviews online comments and notices comments with potentially inappropriate content regarding the name of the backpack. Which type of marketing strategy is the company using by reviewing online comments?

Reputation management Correct! The company is reading and addressing these public comments in order to protect the reputation of the company. This is a reputation management task.

Which type of social media platform is designed to be used by consumers to share feedback with a company about its products?

Review sites Correct! Review sites are widely used by consumers to share experiences with a company, provide insights to other users, and post feedback for companies to use in improving the product design or customer experience.

Why is it important for content marketing to integrate with search engine optimization (SEO)?

SEO requires good quality content, which is provided by content marketing. Correct! SEO would not exist without content that provides information to the users. Content needs to be generated regularly.

A company uses paid advertisement services to position its website link above and to the right of search results. Which digital marketing approach is this company using?

Search engine marketing Correct! Search engine marketing (SEM) uses paid advertisement services to position its website link above and to the right of the search results. SEM is a broader term that includes SEO and PPC, but it also refers to using paid SEM advertisements.

A marketing department for a small software company is developing a website. The department hires a contractor to encode keywords and key phrases into the text of the site to assist users in finding the company's products and information. Which digital marketing specialization is represented by this work?

Search engine optimization Correct! Search engine optimization is the process of encoding a website or other digital marketing activities in such a way that the information has a higher ranking in search engines. This allows an organization's information to show up among the first few results when someone enters a search.

A marketing department hires a contractor to integrate keywords into a website in order to increase the ranking of the website to potential customers. Which digital marketing specialization is represented by this work?

Search engine optimization Correct! Search engine optimization is the process of encoding a website or other digital marketing in such a way that the information has a higher ranking in search engines. This allows an organization's information to show up among the first few results when someone enters a search.

Which structure uses a predetermined order to lead a user forward or backward through a website?

Sequential Correct! Sequential structure requires the user to follow a specific, consecutive pattern through the website with no deviation.

A cookie is set by content partners that reflect the web user's preferences for a single visit and enables the website to recognize the user from page to page. Which type of cookie is being used?

Session Correct! Session cookies are used to recall the user and the user's preferences during a single visit and disappear after that session.

Many U.S. states have enacted laws regarding commercial emails. The laws require companies to comply with consumer privacy regulations and refrain from sending unwanted digital communications. Which type of marketing is prohibited by these laws?

Spam Correct! Spam occurs when a consumer receives unwanted digital communications from a sender. Many states in the United States prohibit the sending of unwanted commercial email and messages and require that companies use opt-in marketing.

Which content planning process step includes outlining qualitative as well as quantitative goals?

Strategy development Correct! Strategy development requires generating the overall content planning scheme, which includes outlining qualitative as well as quantitative goals.

Which step of the content planning process requires generating the overall planning scheme and considering both content and people components?

Strategy development Correct! This step requires generating the overall content planning scheme, which includes both content components of substance and structure and people components of workflows and governance.

Which plane offers the first impression of a website to a user?

Surface Correct! The surface plane offers the first impression of the website by including the look of the website's fonts, color, graphics, and images. The design helps a user determine whether the website is credible.

What is a conversion rate in a sales conversion situation?

The percentage of visitors who made a purchase transaction on a website Correct! With a sales conversion goal, the conversion rate is the ratio of visitors who made a purchase transaction on a website to the overall number of visitors it received. It is depicted in percentages.

Which outcome will occur when an individual clicks on anchor text while visiting a website?

The user will be taken to the web link supported by the anchor text. Correct! Anchor text is the word or phrase a user clicks on to follow a particular link.

How do social media key performance indicators (KPIs) help marketers?

They identify the progress of marketing goals. Correct! Social media KPIs help marketers by identifying specific measures of progress to determine the extent to which marketing goals are being achieved.

A cookie is placed on a visitor's computer when the visitor browses a website that has embedded code to send a cookie to another website. Which type of cookie is being used?

Third-party Correct! Third-party cookies are placed on a user's computer when the user browses a website that links to another website.

Why should the digital marketing strategies of a company include content marketing?

To allow the customers to interact or converse with the organization Correct! Content marketing gives customers a chance to interact with an organization rather than having a one-sided conversation as found in traditional marketing.

What is the goal of social listening?

To analyze data to improve customer conversations Correct! The goal of social listening is to collect and analyze data to improve customer conversations and the overall social marketing strategy.

Why should a company measure social media click-through rates (CTR)?

To determine return on investment on a call to action Correct! A company should measure social media CTR to determine the return on investment from a specific call to action. Measuring which calls to action are most effective allows the company to see which calls to action generate the most conversions.

What is the purpose of long-form social media content?

To educate customers on topics that are important to them Correct! Long-form social media content is composed mostly of words and is designed to educate site visitors via white papers, case studies, and webinars.

A company's owner is reviewing the on-page optimization metrics of the company's website. How should the owner use this information?

To improve website content based on behavior Correct! A business owner that is reviewing on-page optimization metrics should use the information to improve website content based on user behavior. On-page optimization metrics reveal how consumers use and interact with the company's website.

A company would like to send messages to customers but prefers the messages to be personalized based on the prospective customers' behaviors. Which type of marketing automation should this company use?

Trigger Correct! Trigger campaigns provide automated customer communications based on a particular lead behavior or action. Consumers will receive personalized messages based on the specific behaviors they create online.

An area sports company that hosts summer camps for children is designing a marketing email in hopes of attracting attendees for the upcoming season. The goal is to draw a large number of respondents to the call to action in the email. Which email structure would support this company's goal?

Use inverted pyramid structure for the email content Correct! An inverted pyramid is the appropriate structure. It starts general in nature, narrowing the focus along the way, and ends with a call to action. Using this structure will allow the reader to quickly assess the message and value of the email.

A marketer would like to analyze visitor data that will help the company achieve website optimization. Which type of visitor data should be used for this purpose?

User behavior Correct! Behavior data provide information on why users visit the site.

How should a search engine optimization (SEO) specialist develop a website to optimize the keywords so that the website is found by consumers who the business considers target customers?

Utilize keyword diversity Correct! A web designer should develop a website closely related to consumer interest by using keyword diversity. Search engines look for semantically related expressions. Marketers should consider keyword diversity and not overuse the same keyword.

Which common bidding method for display advertisements has the goal of evaluating potential customer engagement with a brand's video content?

Views Correct! Bidding by the views method is focused on evaluating how engaged users are with branded video content. With views bidding, marketers bid the maximum price they will pay based on video views and interactions.

A digital expert is creating content that is original, significant, and reflects keywords consumers use to search for the company's products. Which website design and development factor is this digital expert addressing?

Website relevance Correct! A digital expert creating content that is original, significant, and reflects keywords consumers use to search for the company's products is addressing the website's relevance to the consumers' search engine keyword results.

A firm's marketing department presents research findings in a written format to distribute to current customers. Which type of digital content is being used by this firm?

White paper Correct! White papers are content that is similar to academic papers that are designed to provide authoritative, detailed, and unbiased research findings. The firm in the scenario is presenting a white paper to current customers.

Which content planning process step includes constructing content as well as organizing the content mix?

Creating Correct! The creating step involves scripting, revising, crafting, and organizing content.

Which method is an effective way to use social media to increase consumer purchases?

Creating a call to action Correct! A call to action is an effective way of using social media to increase consumer purchases. Consumers respond to calls to action that are personalized to their needs.

Which set of benefits should a company expect if it incorporates thought leadership into its content strategy?

Credibility and lead generation Correct! Having thought leadership as part of a company's content marketing strategy provides the benefits of credibility and lead generation.

Which type of social media management tool provides information on response times and buyer journey experiences?

Customer service analytics Correct! Customer service analytic tools provide information on customer inquiry response times and buyer's journey experiences.

A company's marketing team has decided to evaluate the email campaign for the company's subscription newsletter through testing. Two groups will be used with one variable changed in each version of the test. What type of testing is this marketing team conducting?

A/B Correct! A/B testing involves making one change to each version of the company's newsletter. The company's database is divided with a percentage of the database receiving one version and the remaining percentage receiving the other version.

A company wants to implement a trigger campaign. What is an essential step to implement this campaign?

Analyze data for behavior patterns Correct! Spending pattern data are essential to implementing a trigger campaign. Consumer spending data provide insights on what messages create responses, such as conversions and product purchases, over a period of time.

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?

Awareness Correct! The first stage of the buyer's journey is awareness. In this stage, marketers should focus on helping the consumer identify and explore needs. In the scenario, the company designs a video to educate consumers on helpful resources to use in searching for customizable camping equipment.

What is a difference between business-to-consumer (B2C) and business-to-business (B2B) companies that can affect email marketing?

B2C generally requires shorter sales cycles. Correct! B2C email marketing is generally focused on taking immediate action. B2C sales cycles are generally shorter than B2B sales cycles.

A goal of digital marketing is to have a consumer personal value equation that is positive. Which equation represents this goal?

Benefits received - (price + hassle) Correct! This is the consumer personal value equation. The goal of digital marketing is achieved when the customers' benefits received are greater than their costs incurred.

A sales department for a business-to-business (B2B) company presents customer experiences and outcomes of product use on its website to convince prospective customers to purchase its product. The company authors the content and does not use direct quotes of testimonials from customers. Which type of digital content is being used by this company?

Case study Correct! Case study content is designed to present testimonials, experiences, and outcomes of customers' product use to convince prospective customers to purchase a product.

How does marketing automation help businesses with email marketing?

Communications are scheduled at specific times based on certain triggers. Correct! Marketing automation streamlines email marketing by scheduling emails to be sent out at certain times based on certain triggers, such as a customer signing up for an email list or responding to an offer for coupons or other special offers.

A company wants to engage its consumers by publishing a series of audio and visual content that subscribers will be able to download each week on social media networks. Which activity is being described?

Developing branded topic podcasts Correct! The company is publishing podcasts that subscribers will be able to download each week on social media platforms. Podcasts are a popular method of engaging consumers through branded content and expertise on topics.

Which consideration should a digital marketer focus on when addressing the place element of the marketing mix?

Finding available channels the customers are using most frequently Correct! Finding available channels the customers are using most frequently is important for digital marketers in order to create multiple communication channels with customers. Digital channels used should reflect those most frequently used by customers.

A company uses social networking sites with a customer service chat feature that allows customers to reach out to the company with questions about products. Which benefit of digital marketing does this chat feature represent?

Interactive Correct! A chat feature provides two-way communication that is interactive with the customer.

How does an increase in a website's page authority affect the website?

It causes domain authority to increase. Correct! As page authority increases, domain authority also increases. Companies that want to increase their website relevance to search engines should focus on increasing the credibility of each web page to increase the website's overall search engine rankings.

A company wants to grow its customer base by implementing digital marketing promotions. Which benefit will digital marketing provide to the company?

Messages to the potential customer can be personalized. Correct! Digital marketing allows messages and promotions to be precisely segmented and tailored to potential customers. A company can grow its customer base by focusing on designing and customizing promotions using digital marketing.

What does the concept of "always on" mean in the context of mobile marketing?

People can receive and respond to marketing messages at all hours of the day. Correct! People can receive marketing messages that are sent and respond to them at all hours of the day. People place high value on being connected to their mobile devices, so marketing messages and services can be communicated quickly and efficiently.

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

Search advertising Correct! Search advertising is a paid advertising service that presents ads to a customer based on search terms and keywords entered into a search engine. Search advertising allows companies to reach consumers that are already in the buying cycle and seeking purchase-specific content promotions.

Which action should take place after a company experiences a hard bounce with a customer in its email marketing efforts?

The intended recipient is removed from the active subscriber list. Correct! A hard bounce indicates that the intended recipient's email address is not accessible. This will occur if the email address or domain does not exist or is blocked. It also could mean that the prospect is viable but is not reachable.

Why should a company measure social media applause rate?

To record follower engagement with posts Correct! A company should measure social media applause rate to record follower engagement with posts. The higher the social media applause rate, the more positive feedback marketers receive from consumers. Lower applause rates mean content should be revised.

What is the primary purpose of the onboarding process in lead management?

Increasing customer engagement Correct! Onboarding seeks to increase customer engagement. Lead management focuses on increasing the level of customer engagement to move the lead to purchase.