1. Which of the following best
describes brand equity?
Answers
·
How
a company communicates its values and culture
·
The
value customers attribute to a brand’s offerings when compared with similar
products from another brand
·
How a company is perceived by the public
·
The
number of customers that purchase a brand’s primary asset, like a product or
service
Answers
·
Marketing
efforts are permanent; brand identity changes.
·
Marketing
efforts and brand identity are both permanent.
·
Marketing
efforts change; brand identity is permanent.
·
Marketing efforts and brand identity are both likely to change.
Answers
·
run
digital ad campaigns
·
plan
ad campaigns
·
Research your audience
·
create
digital marketing content
Explanation: Complete the following: Before deciding which
channels to use for your digital marketing plan, it is critical to first have
an understanding of your target demographic and to formulate relevant
objectives.
4. Imagine that a fashion company
wants to reach new customers. They write the following goal:
“We want to grow our customer base by 10% in the next 12 months. To do that, we
will introduce a new clothing line based on market research about the
preferences of our new target customer.”
What type of goal is this?
Answers
·
Revenue
goal
·
Customer
goal
·
Business
goal
·
Marketing
goal
Answers
·
To
make sure that we grow our customer base, we will increase lead generation and
highlight our new product features by increasing our ad budget by 25%. We will
also increase our budget for mid-funnel activities.
·
To support the goal of growing our customer
base by 25%, we will increase lead generation by 40% over the next year. To
generate leads, we will highlight our new product features through a 15%
increase in our ad budget and a 20% increase for mid-funnel activities.
·
To
support the goal of growing our customer base, we will increase lead generation
in the coming months. To generate leads, we will highlight our new product
features by increasing our ad budget and increasing our mid-funnel activities.
·
To
grow our customer base, we will increase lead generation, highlight our new
product features, and increase our budget for mid-funnel activities. This will
require an overall budget increase of 25% for marketing-related activities.
Answers
· Paid social media ads
·
Whitepapers
·
eBooks
·
Video
ads
Answers
·
Paid
search does not work well with organic search.
·
Paid
search can have higher entry costs to start.
·
Paid
search results disappear when a business stops paying for them.
·
Paid
search results take a long time to create an impact.
Answers
·
Planning
and publishing
·
Listening
and engagement
·
Strategy
·
Analytics
and reporting
·
Paid
social media
This
pillar places an emphasis on the evaluation of the efficacy of social media
initiatives based on data and metrics that are analyzed. The marketing team is
able to evaluate the effect of their actions on social media by examining
performance indicators, and then using the insights obtained from this process
to make educated choices and improve future tactics.
Answers
·
Sending
emails to many recipients regardless of their interests
·
Sending
emails with claims that are too good to be true
·
Sending
unwanted emails out in bulk to a mass recipient list
·
Sending emails to a list of existing subscribers with relevant,
helpful content
This
explanation gets to the heart of email marketing by focusing on how it may be
used for promotional reasons, how it can be used to communicate with a
particular audience, and how it can be used to distribute targeted messages via
email channels.
Answers
·
Brand
building
·
Social
listening
·
Segmentation
·
Personalization
Explanation: The practice of customizing the content of email
marketing campaigns in order to provide each subscriber with an experience that
is unique to them is referred to as "personalization."
When it comes to email marketing, personalization refers to
the process of tailoring the content of emails to the specific data,
preferences, habits, or demographics of each individual subscriber. The goal of
this strategy is to improve the quality of the emails by making them more
relevant, interesting, and suited to the individual requirements and interests
of each subscriber. One example of personalization includes greeting
subscribers by their first names, making product recommendations based on previous
purchases made by the subscriber, and offering material that is tailored to the
subscriber's tastes.
11. To support an email
marketing strategy, a business decides to personalize the email content they
share with their list of subscribers. Which of the following strategies should
they use? Select all that apply.
Answers
·
Serve ads to highly specific customer groups
·
Send messages that match
where customers are in the marketing funnel
·
Send promotions for
special events
·
Follow up on previous
interactions
· Address each recipient directly
Shuffle Q/A 1
Answers
·
It
means consumers want to pay less for their products or services.
·
It
means consumers prefer to use their competitors’ products or services.
·
It
means believe they provide great value and amazing products.
·
It means consumers feel good about the brand and might pay more
for it.
13. An independent food truck vendor
wants to grow its customer base. Which of the following is a specific business
goal for this company?
Answers
·
We
want to increase our total number of customers this year. To do that, we will
introduce more menu items and make it easier for customers to pay for their
orders.
·
We want to increase our number of customers by
50% over the next 12 months. To do that, we will add two popular specials as
standard menu items and introduce an efficient mobile payment kiosk.
·
We
want to increase the number of customers that we serve each year to increase
our year-over-year revenue. To do that, we will sell more meals and make it
easier for customers to pay.
·
We
want to increase the number of meals we sell.
14. A marketer
is considering the pros and cons of paid search. Which of the following is an
advantage of paid search ads?
Answers
·
They don’t disappear when you stop
paying for them.
·
It produces results slowly.
·
It produces results
quickly.
·
It lasts longer than SEO.
Explanation: A company may get quick awareness for its brand via the use of paid search advertising, such as those seen on platforms like Google advertising. The advertisements are able to swiftly show on search engine results pages (SERPs) after they have been put up and the campaign has been initiated, which enables the company to quickly reach the audience it is trying to attract. This immediate feedback might be helpful to firms who are aiming to achieve rapid results and enhance their visibility on the internet.
15. Why is social media
marketing important?
Answers
·
It drives engagement and
promotes a brand on social media channels.
·
It is more valuable than a digital
marketing strategy when connecting with customers.
·
It sends automatic emails to potential
customers about a brand.
·
It plans and publishes valuable
content for a brand.
16. What helps brands
avoid coming across as spammers? Select all that apply.
Answers
·
Email personalization
·
Bulk emails
·
Paid ads
·
Email segmentation
17. Imagine that a
business divides their email subscriber list into smaller groups based on
specific criteria. What is this process called?
Answers
·
Brand building
·
Personalization
·
Segmentation
·
Social listening
Explanation: The practice of segmenting an email subscriber list into
smaller groups on the basis of certain criteria is referred to as
"segmentation."
Email segmentation is classifying subscribers into more manageable and specific subgroups depending on a variety of criteria like demographics, behavior, preferences, or levels of involvement. This enables companies to provide information that is more tailored and relevant to each section, which in turn improves the efficiency of their email marketing operations. The ability to segment an audience enables communications to be tailored to particular audience segments, which in turn increases engagement and provides receivers with more value material.
18. Which of the
following best describes a brand?
Answers
·
How a company communicates its values
and culture
·
How a company markets its primary
asset, like a product or service
·
How much customers are willing to pay
for a company’s products
·
How a company is perceived
by the public
Explanation: "A brand is a unique and identifiable symbol, name,
design, or combination of these, that represents a company or product and
distinguishes it from competitors."
This definition of a brand highlights the core of a brand as an independent and recognisable entity that helps to identify and distinguish a company or product in the market place. A business's or product's brand is comprised of a variety of components, such as its logo, name, and design, as well as the overall image and impression associated with that firm or product. A powerful brand is often connected with good characteristics, enduring values, and a singular identity that resounds with the people it is intended to serve.
19. How can a marketer
use what they learn in the initial planning stage to establish a strong digital
marketing strategy? Select all that apply.
Answers
·
Analyze marketing campaign analytics
and reporting
·
Review existing media to
identify gaps
·
Decide how to allocate the
budget
·
Figure out which channels
to focus on and what content to run
20. Which of the
following statements refer to marketing goals?
Answers
·
They are specific objectives in a plan
or strategy aren’t connected to a business’s goals.
·
They include things like increasing
profits and raising productivity.
·
They are specific
objectives in a plan or strategy that should support a business’s larger aims.
·
They are typically big, long-term, and
have the potential to affect an entire company.
21. Digital channels fit
into three main categories. What are these categories?
Answers
·
Direct, owned, and earned media
·
Paid, owned, and free media
·
Paid, owned, and earned
media
·
Banner, owned, and social media
Explanation: Owned media, earned media, and paid media are the three primary classifications that distinguish digital networks. Owned media is the term used to describe the channels that a person or company has control over, such as their website or their accounts on various social media platforms. The exposure that a business obtains by word-of-mouth or organic sharing, most often through social media, is referred to as "earned media." Advertisements or sponsored posts are examples of paid media. Paid media also includes channels in which a company must pay to show its content.
22. A business owner
grows their email lists by linking ads to email sign-up forms. They contact
customers directly and inform them about special promotions.
Which one of the five pillars of social media marketing does this represent?
Answers
·
Listening
·
Strategy
·
Publishing
·
Reporting
·
Paid social media
Explanation: That is a really astute move! The creation of a client email list by targeted advertising and subsequent direct communication with consumers via email is an effective business approach. It makes tailored communication possible and contributes to the development of a more direct interaction with the client base. People are more likely to remain connected with your email list and other content if they are offered unique deals to take advantage of.
23. What can businesses
do to personalize their emails to customers? Select all that apply.
Answers
·
Follow up on previous
interactions
·
Send promotions for
special events like birthdays and holidays
·
Run a different email for every single
subscriber
·
Avoid asking customers for their
opinion
24. A business wants to
follow up on a customer’s recent interactions. Which of the following could
they include in an email?
Answers
·
Share information about the business’s
history
·
Urge them to order soon
·
Ask a customer to share
their opinion on their recent purchases
·
Offer them a discount for a product
they didn’t order
Shuffle Q/A 2
25. What term describes
the way a company is perceived by the public?
Answers
·
Company worth
·
Brand
·
Brand equity
·
Financial worth
Explanation: The public's impression of a corporation is referred to as its "brand image" or its "brand perception." It includes people's overall impressions, sentiments, and connections with a specific brand as a result of their experiences, interactions, and the communication techniques used by the brand. This impression is formed depending on the brand's communication strategies.
26. Imagine that a
company invests in its marketing strategy but does not have a strong brand
identity. What is the likely result?
Answers
·
Customers will prefer the company to
its competitors.
·
Customers will remain loyal to the
company.
·
Customers will not seek out a company’s competitors.
·
Customers will not
remember who the company is.
Explanation: It is quite possible that the marketing activities will not
be as successful as they may be if there is not a strong brand identity to
support them. A strong brand identity serves as the basis for marketing efforts
by offering an image that is unmistakable to customers and with which they can
form a connection.
If the firm does not have a strong brand identity, the
company's marketing messages may be inconsistent, leading to confusion, or they
may not connect with the audience that is intended for them. It may be
difficult for customers to develop a solid and favorable connection with the
brand, which may result in decreased customer loyalty and a diminished ability
of marketing initiatives to achieve their goals.
When it comes down to it, having a strong brand identity is very necessary in order to leave a favorable and long-lasting impression on the minds of customers. This, in turn, helps marketing activities be successful.
27. What does Media Mix
refer to?
Answers
·
The combination of digital
channels used to reach your goals and how you divide your budget among them.
·
The stages of the marketing funnel and
the goals you set for the duration of the campaign.
·
The budget you have allocated to a
marketing campaign and the goals you set for the duration of the campaign.
·
The combination of internal and
external marketing efforts and how you divide your budget among them.
Explanation: A firm's use of a variety of advertising and promotional channels is referred to as its "media mix," and it is a component of how well the company communicates with its intended consumers. This mix often consists of several channels, including television, radio, print media, internet media, social media, and much more. The objective is to develop a complete and well-rounded strategy to marketing that takes use of the qualities that make each kind of media unique in order to boost the overall effectiveness of the campaign. The type of the goods or services being marketed, the target population the business is trying to reach, its marketing goals, and its budget all play a role in determining the precise media mix that the firm will use.
28. Fill in the blank:
Your business goals and your marketing goals need to be specific and _____.
Answers
·
simple
·
long term
·
expensive
·
measurable
Explanation: Both the objectives you have for your company and the goals you have for your marketing need to be defined and coordinated. When you have alignment, you can be certain that the marketing efforts you put in will directly contribute to the accomplishment of the larger company goals you have set. To achieve the greatest amount of success, everyone has to be pushing in the same direction.
29. Which of the
following are examples of paid media? Select all that apply.
Answers
·
Blog content
·
Shopping ads
·
Website content
·
Video ads
30. How does paid search
compare to search engine optimization (SEO)?
Answers
·
Paid search produces results more
slowly.
·
Paid search produces results that last
longer.
·
Paid search produces results that
decrease website traffic.
·
Paid search produces
results more quickly.
Explanation: Paid search and search engine optimization (SEO) may, in essence, compliment one another in an all-encompassing digital marketing approach. While search engine optimization (SEO) lays the groundwork for long-term organic traffic and exposure, paid search may boost visibility more quickly, which might be beneficial for some campaigns.
31. A social media
manager decides when to post content and how often. They would like to
regularly engage followers without posting too much.
Which one of the five pillars of social media marketing does this represent?
Answers
·
Plan of action
·
Paid social media
·
Analytics and reporting
·
Planning and publishing
·
Listening to the audience
Explanation: Locating the optimal level of post frequency is of the utmost importance! It's similar to carrying on a discussion with your followers without being too overwhelming for them. Maintaining consistency is essential, but you also need to be careful not to overwhelm their feeds with too much content. Maintaining an active presence while warding off mental exhaustion brought on by social media is a delicate ballet. It may be useful to do an analysis of engagement metrics in order to determine the times of day during which your audience is more engaged and receptive. This manner, you'll be able to schedule your postings so that they have the most possible effect.
32. A brand wants to
build and maintain relationships with new and existing customers. To do that,
they send emails with relevant, helpful content to a list of existing
subscribers. What is this strategy called?
Answers
·
Paid search
·
Email marketing
·
Keyword research
·
Social media marketing
Explanation: This tactic is most often referred to as "email marketing." It is delivering emails that are both targeted and tailored to a list of subscribers with the intention of creating and sustaining connections, offering material that is both relevant and value, and maybe driving actions such as interaction or sales. It is a potent instrument that may help you maintain a connection with your audience and cultivate loyalty among them by giving material that is relevant to their interests and requirements.
33. Which of the
following best describes brand equity?
Answers
·
How a company is thought of by the
public
·
The number of customers that purchase
a brand’s primary asset, like a product or service
·
The value customers give
to a brand’s offerings when compared with similar products from another brand
·
How a company communicates its values
and culture
Explanation: The intangible worth that a brand holds in addition to the value of its physical assets is referred to as brand equity. The consumer's impression of a brand, as well as its reputation in the market, has a significant role in shaping the preferences and decisions customers make. Brand equity may be thought of as the additional value that a product or service receives as a result of having a name brand that is both well-known and regarded favorably by consumers. It is a collection of things, such as people's awareness of the brand, their loyalty to the brand as customers, their perception of the company's quality, and the connections they establish with the brand. A powerful brand equity may contribute to the trust and loyalty of customers toward a brand, as well as an edge over other competitors in the market.
34. Why is it important
to know about brands and their values?
Answers
·
It guides marketing and
sales efforts.
·
It improves your products.
·
It promotes your services.
·
It reduces costs.
35. Which of the
following refers to a digital marketing strategy?
Answers
·
Goals are not important.
·
It starts with planning ad campaigns
or social media outreach.
·
It is usually a broad
collaborative effort.
·
It is usually done by one person.
Explanation: A approach for digital marketing that is referred to as "Content Marketing" is discussed here. The process of developing and delivering material that is quality, relevant, and consistent is known as content marketing. The goal of content marketing is to attract and engage a target audience. This material may be presented in a number of formats, such as blog posts, articles, videos, infographics, and other types of media. The objective is to provide the audience information that is useful to them, increase their knowledge of the brand, solidify their position as an authoritative figure, and eventually generate lucrative consumer action.
36. What is a small,
targeted objective that is specific to promotional activities?
Answers
·
Marketing goal
·
Business goal
·
Customer goal
·
Revenue goal
Explanation: A "promotion goal" or "promotional objective" is often a term used to refer to a particular goal that is limited in scope and is associated with promotional endeavors. This might be a specific and quantifiable goal associated with a promotional campaign, such as improving brand recognition, driving traffic to a website, increasing sales for a particular product, or promoting consumer participation on social media. These goals give a clear direction for assessing the performance of the promotional activities and assist to concentrate the efforts that are being put into marketing.
37. What can brands do
to deliver an experience that feels specific to each individual?
Answers
·
Address each recipient
directly
·
Match where the customers
are in the marketing funnel
·
Don’t follow up with potential
customers
·
Avoid sending birthday promotions
Shuffle Q/A 3
38. Fill in the blank:
When brands _____ their lists, it makes it easier to build relationships with
customers.
Answers
·
spam
·
spend less on
·
ignore
·
segment
Explanation: When companies split their customer lists, it makes it simpler to develop meaningful connections with individual clients. Through the use of segmentation, businesses are able to categorize their consumers according to a variety of factors, including demographics, behavior, and preferences. By enabling more tailored communication and involvement on the part of the brand, this focused approach helps to deepen the connection between the company and its consumers.
39. Which of the
following statements best describe how a company’s brand and marketing work
together? Select all that apply.
Answers
·
A company’s marketing
strategy can help a business build its brand.
·
A company’s marketing strategy defines
its brand identity.
·
A company’s brand identity changes
with its marketing strategy.
·
A company’s brand is the
foundation for its marketing strategy.
40. Fill in the blank:
When setting a digital marketing strategy, it's important to learn about your
customers and _____ before picking your channels
Answers
·
set meaningful goals
·
manage customer relationships
·
allocate a budget
·
create marketing content
Explanation: Before choosing your channels, it is critical to have an understanding of your target audience and the goals you want to achieve with your digital marketing plan. Your approach to digital marketing may be tailored more effectively to fit with your company goals and to connect with your target audience if you take the time to understand your consumers and define clear objectives.
41. What is a marketing
goal?
Answers
·
A set of objectives that remain
consistent in the long term
·
A big, long-term aim that has the
potential to affect an entire company
·
A small, targeted
objective that is specific to marketing activities
·
A tactic that results in increased
productivity for a business
Explanation: A marketing goal is a defined, quantifiable, and time-bound target that a business or marketing team seeks to accomplish as part of the larger marketing plan that the organization employs as a whole. In other words, a marketing goal must be attainable. The company's marketing goals are meant to contribute to the success of the firm as a whole, and they are connected with the larger business goals. These objectives may take on a broad variety of forms and may involve, amongst others, elevating the profile of the brand, bolstering sales, enhancing overall customer happiness, raising website traffic, generating leads, and bringing more visitors to the website. It is much easier to direct and evaluate the performance of marketing operations when clear and well-defined marketing objectives have been established in advance.
42. A company that makes
a software product wants to grow their customer base. Which of the following is
a specific business goal for this company?
Answers
·
We want to increase the number of
customers that purchase our software, and we want to create year-over-year
growth for our product in new markets.
·
We want to increase our number of
active customers by 25% over the next year. To do that, we will add three new
features that make it easier for customers to access files on the cloud.
·
We want to increase our company
profits.
·
We want to increase year-over-year
revenue by selling more units of our software product to more customers in new
market segments.
43. What is paid media?
Answers
·
Positive digital exposure generated
through personal or public recommendations.
·
Any form of digital
promotion a brand pays to put online
·
Website content, blogs, and eBooks
·
All the digital content a brand fully
controls
Explanation: The term "paid media" refers to any promotional material or advertising space that a firm purchases in order to communicate with a certain demographic of consumers. It requires financial investment across a variety of channels and platforms so that adverts or sponsored content may be shown. Advertising on social media platforms, pay-per-click (PPC) campaigns, sponsored content in print or online magazines, and paid search engine marketing are all types of paid media. Other types of paid media include online display adverts. Increased exposure, reaching one's intended audience, and driving desired behaviors such as clicks, transactions, or brand recognition are the major objectives of sponsored advertising.
44. Which of the
following best describes how organic exposure from search engine optimization
(SEO) compares to paid search?
Answers
·
Organic exposure from SEO produces
results more quickly than paid search.
·
Organic exposure from SEO lasts for
less time than paid search.
·
Organic exposure from SEO
lasts longer than paid search.
·
Organic exposure from SEO promotes a
website at the top of a search results page like paid search does.
45. What is the
difference between email segmentation and personalization?
Answers
·
Segmentation is sending emails to
subscribers to share information about a brand; personalization is sending
unwanted emails in bulk to a mass recipient list.
·
Segmentation is dividing
email subscriber groups based on criteria; personalization is customizing email
content for individual subscribers.
·
Personalization is sending emails to
subscribers to share information about a brand; segmentation is sending
unwanted emails in bulk to a mass recipient list.
·
Personalization is dividing email
subscriber groups based on criteria; segmentation is customizing email content
for individual subscribers.
46. A brand decides to
use email marketing as part of its digital marketing strategy. What will email
marketing help this business do? Select all that apply.
Answers
·
Create community
·
Drive sales
·
Analyze performance
·
Share information
