Final Exam Fundamentals of Digital Marketing
When it comes to email marketing, what do we mean by the term A/B testing?
A/B testing means splitting your audience and sending each of them a different variation of your email
How is a spreadsheet defined?
An interactive computer application for the organisation, analysis and storage of data
When looking to expand your business internationally on social media, what should you do first?
Analyse platforms popular in that area
Which of the following is a benefit of display advertising over search advertising?
Appearing on relevant websites offering advertising space
When using analytics programmes on your website, which of these do not fall under the category of a metric?
Browser users use access to your site
Which are the first steps you should consider when constructing an online business strategy?
Create Goals and Identify a USP
Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?
Creating a listing
What is the biggest challenge for businesses going online ?
Developing a Plan
Using social media for business purposes can be very different to running personal profiles. If you're looking to attract people to your social network, what tone of voice should you consider?
Engaging and Inviting
When looking to optimize the performance of a website to improve its search engine ranking, using 'long tail keyword terms' in your SEO plan often allows you to...
Find more opportunities
Analytics can help optimise your website for which of the following?
For different devices, navigation and search
What can you do to help your videos appear in search results?
Give detailed descriptions of its content
What is the most important thing to consider when optimising a search engine marketing campaign?
Increasing the relevance of the keywords, ads, and landing page
What's the first step in the search engine optimization process for your website?
Keyword Research
How would you classify the content distribution channel that uses influencer and outreach marketing to increase a brand's reach?
Published
When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.
Relevance
When using a search engine, what is the name of a word or a phrase somebody types to find something else?
Search Query
How do you handle data in analytics to gain greater insights into our audience's behaviour?
Segment
Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through their app?
Send Them offers when they enter a certain geographical area
When looking to introduce e-commerce functions to your website, which of the following would be the best first step?
Set up a web-based money transfer software like PayPal
With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?
Site speed and usability
You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?
Social Media
Retargeting allows you to...
Target users, based on the specific actions they take on your site
When planning your display advertising, what does the word 'placement' mean?
The exact location of your ad on a particular page of a website
Why should you avoid focusing on collecting as much data as possible?
The right information, at the right time, is more valuable
When using analytics programmes on your website, which of these do not fall under the category of a dimension?
The time a user spends on the sitew
When optimizing a website for search, what impact do meta and title tags have on the search engine?
They are embedded that help the search engine determine what's on the page
When looking to advertise a new business online, what is one of the major benefits of display ads?
They can come in many different formats
When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?
To understand what is working and what is not
What do Website analytics allow you to do?
Understand users behaviour and improve the effectiveness of your digital marketing efforts
How can you attract social media users to share your video content online?
Use Hashtags
When advertising using search engine marketing you only pay.....
When your ad is clicked on by someone
When looking to promote your products and services locally, what are the benefits of using search engine ads?
You can target ads to a specific geographic area
Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?
Your audience's interests
When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications
accessible | supply chain | legal
When you are considering the layout of the product pages, it is important to put them in ________ order?
hierarchical
When looking to advertise your business to mobile users, social media advertising can be really effective because...
it allows you to target people based on their likes and interests
When considering expanding a business internationally, the best place to start is to__________?
use online tools to help you understand where there's a strong demand for your products
When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?
· Ensure images are of a high quality
A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?
· Provides search engines with more consistent and clear information about what's on the website
