Digital Marketing Exam

Which is of the following is TRUE regarding differences in perception of website quality?

- Customers seek value without hassle. - Firms want website design to drive traffic, leads and sales. - Techie designers sometimes make sites too complicated for non-technical users

Digital convergence is illustrated by which of the following?

- Reading the Philadelphia Inquirer on a Kindle - Watching Super Bowl ads on YouTube -Watching a TV show on Netflix

Which of the following is TRUE regarding homepage design?

- The homepage is considered the gateway to the website - The homepage generally gets more traffic than any other page on the website - The conversion of visitors to customers is an important objective of the homepage for most websites

The Internet Backbone

-Foundation for other digital layers -Network infrastructure speed and accessibility

The growth in digital marketing is hurt by which of the following:

-Hacking and security breaches -Hardware constraints -Connection speeds -Bandwith constraints

Emerging technology involves which of the following?

-New digital channels - New digital media -New digital infrastructure -Creative entrepreneurs

Internet

-Technological backbone -Network of networks

digital landscape

-google -snapchat -facebook -wechat -instagram -etc

Which of the following is NOT true regarding "Context" in the 7Cs framework?

All high-traffic websites today have a highly aesthetic context. A functional context is no longer relevant.

Which of the following is TRUE regarding the 7Cs framework?

Although websites should enhance future sales, the ability to complete COMMERCE, or financial transactions, is not essential for all websites.

Which of the following is TRUE regarding analog vs digital?

Analog signals are more likely to mix with background noise

How is CTA effectiveness usually measured?

Click through rate

Which of the following is TRUE regarding homepage design?

Clutter is a common problem on the homepage

What advice does Neil Patel give to enhance CTA effectiveness?

Content that identifies a problem and indicates a potential solution is often very effective.

Which is TRUE regarding the STEPPS framework?

Contentment is an example of a low arousal emotion

Network infrastructure

Designed to work even if parts of it collapse (military roots)

What is TRUE regarding the Internet and the WWW?

Firms and governments are debating over the need for increased regulation regarding the Internet

Infrastructure

First backbones were research and educational (R&E)

Which of the following is TRUE regarding website design for mobile devices?

Google and other search engines reward websites that are optimized for mobile

PageRank

How Google determines importance of a page

Digital Strategy

Identify target consumers Analyze client situation Set clear objectives Develop a strategy to meet objectives Implement effectively Evaluate effectiveness

What is TRUE regarding contagious content?

Many firms worry about contagious content that can make the firm look bad

Regarding laws affecting digital marketing, which of the following is NOT true?

Moore - The processing power of a silicon chip will increase for only 10 years

Which of the following is TRUE regarding analog vs digital?

Photos, sounds, letter and numbers can all be stored digitally

Which of the following is NOT true?

Protocols for the exchange of data online are set by law, and require payment to the firm who created the rules or protocols

Referral Traffic

Referrals are visits to the site that come from sources outside of Google's search engine

Organic Search

Reflects natural search terms and behavior

Which of the following is a characteristic of the Internet?

Routing of messages requires a message to be disassembled then reassembled

digital marketing

Technology-mediated exchanges that enable, facilitate, enhance or redesign business transactions

Which of the following is TRUE regarding "Content" in the 7Cs framework?

The content of most websites is too text focused. There is often a shortage of non-text content.

Which of the following is TRUE about the Internet?

There is redundancy and backup of connections between computers

Campaigns

Traffic from search or advertising campaigns Google Ads Email blasts

Direct Traffic

Traffic that Google didn't identify any source information about, e.g.: Visitor typed website address directly into the browser Visitor clicked

Analog

Varied amplitude, frequency, or phase in an electronic signal &/or carrier to transmit info

According to Jonah Berger, which of the following is TRUE regarding what makes content more "contagious," "shareable" or "viral"?

Videos are more contagious than photos, and photos are more contagious than text content

What is NOT true regarding contagious content?

WOM can be positive or negative, and is an acronym for Worth of Marketing

What does CTA stand for?

call to action

7 C's Framework

context, content, community, customization, communication, connection, commerce

communication

enabling of 2 way communication

commerce

enabling of commercial transactions

community

enabling of p-p communication

connection

linkage to and from other sites

context

sits layout and design

customization

tailor to different users

content

texts, pictures, sound, video