Digital Marketing & Design
How many characters are you limited to use before posting on Twitter:
140
What is the maximum bounce rate you want for a page of your website, according to ZMOT?
30%
According to "Zero Moment of Truth," what percentage of American shoppers look at product reviews before making a purchase?
70%
What is typically on a landing page to collect visitor information?
A Form
Which of the following is an example of content marketing? a. The "contact us" page of a website with the phone number and address of the business b. A blog post with tips for applying lipstick on a beauty product company's website c. Both A and B d. None of the above
A blog post with tips for applying lipstick on a beauty product company's website
What is a single load of a page on a website referred to in analytics?
A page view
Customers have always done some research before purchasing, but what barrier to research did the Internet help remove, according to "Zero Moment of Truth?"
Accessibility
According to the "Mastering Digital Marketing" article, what is one way that digital marketing is different from traditional marketing?
According to the "Mastering Digital Marketing" article, what is one way that digital marketing is different from traditional marketing?
What does the "A" stand for in the Google Analytics ABC Cycle?
Acquisition
According to the Forbes.com article about content marketing, what is the top secret about quality content marketing?
Adding Value
According to McKinsey & Company's "Mastering Digital Marketing" article, what should companies do to succeed in digital marketing? a. Prioritize the data b. Get the right people from across the organization to work together c. Develop a rapid-cycle test and learn system d. All of the above*
All of the Above
Which search engines use keywords? Google Yahoo Bing All of the above
All of the Above
Which of the following is a question you should ask when reviewing your company's Instagram account and its analytics? a. Is my follower total increasing? b. Which days/times generate the most engagement on my posts? c. Are certain subjects or styles of photos getting more engagement? d. All of the above
All of the above
You can create remarketing lists of what kinds of audiences through Google to target people who have previously interacted with your company? a. Mobile app users b. YouTube video viewers c. Desktop and mobile website viewers d. All of the above
All of the above
Which of the following is NOT related to attracting the right traffic to your website? a. Blogging b. Analytics c. Search Engine Optimization (SEO) d. Social Publishing
Analytics
What are the four actions of inbound marketing?
Attract, Convert, Close, Delight
What are the three main categories you can choose options for when advertising on Facebook?
Audience, Budget, Time Range
How are comm flows and marketing automation related?
Automation requires a comm flow
What is term for the percentage of people who visit a website and then leave it without going to any other pages?
Bounce Rate
If you want to determine whether your website is effectively getting visitors to convert to customers, which analytics should you track?
Conversion Rate
Which of the following is an example of A/B Testing?
Creating two versions of the same landing page to see which gets more conversions
What does the acronym CRM stand for?
Customer Relationship Management*
According to the premise of Facebook's article on defining the right metrics when analyzing data, which has more value?
Determining what kind of content leads people to click on a Facebook post or follow a call to action
What does an API (application-programming interface) allow?
Different systems and programs to connect and access information
Which of the following is NOT considered a motivation for Zero Moment of Truth? a. Entertainment b. Arming for Battle c. Seeking and Sharing New Ideas d. Making Smart Choices Fast
Entertainment
Which of the following is NOT one of the keys to testing your text ads using Google Search ads? a. Establish an impressions threshold b. Keep your ad schedule organized c. Limit the number of ad elements that are tested d. Rotate ads evenly to optimize for clicks and conversions
Establish an impressions threshold
According to Pew Research, which social network has the largest percentage of users in the United States?
Which social network provides the most in-depth analytics related to advertising with the family?
A website's conversion rate can be determined whether you have defined the actions that are considered conversions or not. True or False?
False
According to Hubspot's SEO article, optimizing your website for keywords is about incorporating as many keywords into your posts as possible. True or False?
False
Bounce rate refers to the same thing whether you are talking about email or website traffic. True or False?
False
Convert is the inbound marketing action related to continued communication with a customer in hopes that they will be a repeat customer or promote your product/service to others. True or False?
False
Inbound marketing involves purchasing advertising that leads customers to your website. True or False?
False
Interest targeting will place ads on websites related to a particular industry, while topic targeting will deliver ads to people whose browsing history matches the intended topic. True or False?
False
Posting the same content across all social networks at the same time is the best content strategy. True or False?
False
According to Hubspot, what reasons would communications/media companies or departments have for implementing CRM?
For analytics to provide a better, more consistent customer experience
Unbounce's article comparing search vs. display states that search ads operate as a demand _________, while display ads are a demand ____________.
Harvestor, generator
Which of the following is NOT one of the keys to buying direct digital advertising? a. Knowing your audience b. Having a flexible sales representative c. Research the topics/locations that best fit that audience d. Plan your budget based on the amount of time you'll run the ads and the number of impressions you expect to get
Having a flexible sales representative
Which company's Twitter account was referenced by Jay Baer in YOUtility as embodying the idea of being useful by the way it interacted with customers and even non-customers?
Hilton
What does the click through rate help you determine?
How effective your ads are at attracting traffic to your site*
In the past, brands tried to build loyalty through people or relationships. YOUtility author Jay Baer argues that brands now must build loyalty through ____________.
Information
What are the two primary reasons referenced in YOUtility for the decline in effectiveness of top-of-mind awareness?
Lack of trust and cost
Which social network has the highest percentage of its users earning more than $75,000 per year?
Which of the following is NOT one of the four essential places to include keywords in your blog post or web page? a. Meta description b. URL c. Headline d. Links
Links
What is one thing that Google recommends to make the most of advertising on its Google Display Network?
Match the right message to the moment
What of the following is a benefit of using a CRM?
More organized and efficient way to track the status of potential and existing customers
According to Hubspot's inbound marketing methodology, what three components create marketing that consumers love? a. Content, Time, Place b. Graphics, Blogs, Videos c. Cost, Accessibility, Mobile d. None of the above
None of the above
Which of the following is NOT a way to provide real-time relevancy to consumers, according to YOUtility? a. Use consumer location b. Use consumer situation c. Provide seasonal relevancy d. Offer an affordable product
Offer an affordable product
Which type of consumer is typically closer to making a purchasing decision or a conversion?
One who views a search ad
What is a potential drawback with last-click attribution?
People who see the ad but don't click and later convert aren't counted toward that campaign.
According to Chapter 7 of YOUtility, creating helpful content is not a ____________ exercise, but rather a _____________ one.
Proactive, reactive
Which company first coined the term "First Moment of Truth?"
Procter & Gamble
What are the two ways to generate an ad on Facebook?
Promote an existing post or create a new ad
What is an example of the type of information about a customer that is typically stored or analyzed in most CRMs?
Purchase history
What's the first thing that an organization needs to do to begin winning at the Zero Moment of Truth?
Put someone in charge of Zero Moment of Truth
Which of the following is NOT one of the three facets of YOUtility? a. Self-serve information b. Radical transparency c. Quality content d. Real-time relevancy
Quality Content
What does the acronym SEO stand for?
Search Engine Optimization
Which of the following is NOT a metric you should track closely on Twitter? a. Number of followers b. Shares c. Retweets d. Mentions
Shares
If a business is successful in optimizing its website for Google search, the website should:
Show up higher in the search results
In marketing terms, a lead is:
Someone who completed a form or action to get information about your product
According to "Zero Moment of Truth," what three steps made up the old mental model for marketing?
Stimulus, Shelf, Experience
Is word of mouth stronger or weaker in the digital age?
Stronger
Which of the following would be considered a "Zero Moment of Truth?" a. Woman tells her friend about how much she enjoys the new washing machine she just bought b. Teenager walks past comic book shop and sees a new comic just released that he decides to buy c. Kid comes home from the toy store with zero toys d. Dad looks up reviews on a new smartphone after seeing a commercial on TV
Teenager walks past comic book shop and sees a new comic just released that he decides to buy
What does the author of YOUtility refer to when using the term "app-ification of brand value?"
The reality that consumer-company relationships now happen through micro-experiences on mobile devices
According to the ABC Cycle of Google Analytics, what does behavior refer to?
The way consumers navigate and click through a website
According to Google's Zero Moment of Truth, which of the following should receive the highest priority?
They should all receive equal priority
What is the goal of using analytics from a marketing perspective?
To make better informed marketing decisions
In YOUtility, which kind of brand awareness does Jay Baer argue is the most important in today's culture and marketplace?
Top-of-mind
A low open rate for an email campaign could mean that the subject line didn't grab the attention of people who received the email. True or False
True
Blog is a short term for web log True or False?
True
Google Display Network ads can include images and other creative elements, while Google Search ads only include text. True or False?
True
In search ads, it's important to make sure the text in your headline or other parts of the ad reflect the keyword terms that were searched. True or False?
True
Last-click attribution means that a campaign or specific ad is given credit for a conversion when it is the last thing clicked before they take a conversion action on your website or app. True or Fasle?
True
Linking to other pages and posts within your own website or blog helps with search engine optimization. True or False
True
One of the challenges of implementing a CRM is that they are typically complicated and require lots of time and attention from the sales team to make them work properly. True or False?
True
One of the key differences between buying display ads directly through a media outlet or publication vs. through an ad network like Google is that buying direct typically means paying per impression rather than per click. True or False?
True
Organic search drives traffic to your website when your business shows up in search results. True or False?
True
Paid search drives traffic to your website by placing ads on search engine results. True or False?
True
The "Zero Moment of Truth" highlights that marketing campaigns and tactics used to be focused on a message, but now they are about a conversation: True or False?
True
The Google Display Network covers 90 percent of the online display ad market. True or False?
True
Using keywords is part of the search engine optimization process: True or False?
True
Which metric only counts the visits by a single person to a website once rather than multiple times?
Unique page views
What should be the focus of the text in your Google Search ads?
Vague calls to action
Unbounce states that the goal of display advertising should be to establish trust by providing ___________.
Value
When marketers use the term "First Moment of Truth," to what are they referring?
When shoppers first encounter a product on the store shelf.
At the time Zero Moment of Truth was written, what website, search engine or social network had the second most searches used on it behind only Google?
YouTube
Which of the following is NOT considered content? a. A website b. An infographic c. A blog post d. A photo gallery
a website
What kind of website or source can be considered a referral when it drives traffic to your website? a. Social media network b. News website c. Display ad campaign d. All of the above
all of the above
When optimizing a website for SEO and adding a new page to your company's about section titled "Leadership" about the top leadership individuals in the company, the best URL to use would be:
www.yourcompany.com/about/leadership
If you're running a remarketing campaign, should you exclude ads from appearing on any kind of site?
yes
