Digital Marketing Foundations -
D377
1. Which component of a digital marketing plan provides an overview of market research, current digital
marketing efforts, and a company's compe- tition?: Situation analysis
2. Which example reflects an integrated digital marketing strategy?: The pro- ducers of a film release TV
commercials and place paid ads on search engines that drive users to an interactive website made to appear as if it is run
by characters from the film
3. A/B Testing: A method of experimentation in which two or more versions of content are compared to see
which preforms better
4. SWOT Analysis: A strategic planning tool used to evaluate the Strengths, Weak- nesses, Opportunities and Threats
facing an organization
5. Content Marketing: The creation and distribution of relevant and valuable con- tent to attract, acquire, and engage a
clearly defined and understood target audience with the ultimate goal of increasing sales
6. Social Autority: A measure of a user's influence on Twitter, based primarily on the frequency with which the user
is retweeted
7. Channel: A communications medium utilized for a direct response marketing effort, such as email, social
media, televisions or direct mail
8. Conversion Rate Optimization (CRO): Improving the number of potential cus- tomers who take a desired action,
such as responding to a call to action or making a purchse
9. Pay Per Click (PPC): Digital advertising that costs advertisers only when their ad is clicked by an online user
- advertisers pay publishers, like websites and search engines, whenever a user clicks on an ad
10. Inbound Marketing: Marketing activities that use content to attract visitors to a company or product
website and convert them into prospects
11. Plan Do Check Act: A framework for deploying digital marketing that optimizes for improved
effectiveness as marketing continuously adjusts to feedback
12.Integrated Digital Marketing: A holistic strategy that merges multiple digital channels, platforms, and media to
help organizations achieve their goals by provid- ing value for and building sustainable relationships with their target
audience
- aligns digital communication channels with offline methods of marketing, while non-integrated digital marketing
strategy separates offline and digital methods, reducing the efficiency of both methods
, Digital Marketing Foundations -
D377
- In this scenario, the marketing team links the various methods of advertising together to create a single,
integrated experience
13.Inclusive Marketing: Marketing that reflects the diversity of today's society. It is important for companies to
employ diverse marketers and address a full range of customers in their marketing materials
14.Which question does an organization's mission statement answer?: What is the organization's reason for
existence?
15.How is click-through rate (CTR) calculated?: clicks / impressions = CTR
16.Which organization oversees companies' messages to potential cus- tomers to evaluate the legitimacy of the
information?: The Federal Trade Com- mission
17.A company is launching a campaign for a new product based on the product's key value proposition.
Product design team members want to add features that will hasten the product's obsolescence.
Which moral obligation to the customer is compromised by including the features?: Duty of beneficence
- The duty of beneficence is the moral obligation to do good. Under this scenario, the team should follow many of the
moral and legal obligations that companies encounter to communicate accurate features to the audience.
18.Which stage of a digital marketing strategy asks, "Where are we now?": -
Research
- Stage 1 of the digital marketing strategy is the research stage, which is the "Where are we now?" stage
19.Which stage of digital marketing strategy development is characterized by updating the marketing channel
mix and budget?: Analyze and adjust
- The analyze and adjust stage would include tweaking and revising, which are the actions of stage 5 in a fully
developed digital marketing program
20.What is a marketer's duty to avoid harming consumers known as?: Non- maleficence
21.What do buyer personas help a marketing team accomplish?: Identify cus- tomer goals
22.What should a marketer consider in addition to demographics when defin- ing the target audience?:
Consumer intent
- Consumer intent expands on what a marketer knows about the audience through demographics and provides insight
into what motivates consumer purchases. By
, Digital Marketing Foundations -
D377
considering demographic and consumer intent data, as well as referral traffic and purchase history, you will be able to
develop a clearer picture for the audience and what motivates their purchases
23.What should a company do during the final stage of a digital marketing strategy to optimize results?:
Make small adjustments
- Incremental fine tuning of an established strategy will generally produce the best results. Each adjustment can be
monitored and altered quickly if the desired results are not achieved
24.Conversion Funnel: A metaphor describing the series of interactions that take place as a potential customer
navigates through the buying cycle , with the number of potential customers decreasing sharply at each stage of the
process
25.Intent Targeting: The practice of targeting different content to different users based on their current intentions,
as measured by a variety of intent signals, including keywords used in search and actions taken on multiple online
channels
26.Micro-moment: Intent-rich moment when a person turns to a divice to act on a need - to know, go, do or buy
- People expect an immediate answer that aligns with their expectations or micro-mo- ment
Four classifications: want-to-know, want-to-go, want-to-do, and want-to-buy
27.Fault Tolerant: The ability for a system to continue operating even when one of its components fails
- ensure that no single node can bring down an entire system
- no single point of failure
28.AIDA: A four step behavioral model of the buying cycle which begins with awareness, moves through
interest and desire and culminates in action
29.Metadata: Data the describes other data; in the context of a content audit, this can include such information as the
author, creation date and file size of an individual piece of content
30.Comprehensive Targeting: Includes both demographic and intent targeting.
Demographic targeting: based on shared traits, such as age and income levels
Intent targeting: focuses on the behaviors and motives of a target market to create content that aligns with their actions an
needs
D377
1. Which component of a digital marketing plan provides an overview of market research, current digital
marketing efforts, and a company's compe- tition?: Situation analysis
2. Which example reflects an integrated digital marketing strategy?: The pro- ducers of a film release TV
commercials and place paid ads on search engines that drive users to an interactive website made to appear as if it is run
by characters from the film
3. A/B Testing: A method of experimentation in which two or more versions of content are compared to see
which preforms better
4. SWOT Analysis: A strategic planning tool used to evaluate the Strengths, Weak- nesses, Opportunities and Threats
facing an organization
5. Content Marketing: The creation and distribution of relevant and valuable con- tent to attract, acquire, and engage a
clearly defined and understood target audience with the ultimate goal of increasing sales
6. Social Autority: A measure of a user's influence on Twitter, based primarily on the frequency with which the user
is retweeted
7. Channel: A communications medium utilized for a direct response marketing effort, such as email, social
media, televisions or direct mail
8. Conversion Rate Optimization (CRO): Improving the number of potential cus- tomers who take a desired action,
such as responding to a call to action or making a purchse
9. Pay Per Click (PPC): Digital advertising that costs advertisers only when their ad is clicked by an online user
- advertisers pay publishers, like websites and search engines, whenever a user clicks on an ad
10. Inbound Marketing: Marketing activities that use content to attract visitors to a company or product
website and convert them into prospects
11. Plan Do Check Act: A framework for deploying digital marketing that optimizes for improved
effectiveness as marketing continuously adjusts to feedback
12.Integrated Digital Marketing: A holistic strategy that merges multiple digital channels, platforms, and media to
help organizations achieve their goals by provid- ing value for and building sustainable relationships with their target
audience
- aligns digital communication channels with offline methods of marketing, while non-integrated digital marketing
strategy separates offline and digital methods, reducing the efficiency of both methods
, Digital Marketing Foundations -
D377
- In this scenario, the marketing team links the various methods of advertising together to create a single,
integrated experience
13.Inclusive Marketing: Marketing that reflects the diversity of today's society. It is important for companies to
employ diverse marketers and address a full range of customers in their marketing materials
14.Which question does an organization's mission statement answer?: What is the organization's reason for
existence?
15.How is click-through rate (CTR) calculated?: clicks / impressions = CTR
16.Which organization oversees companies' messages to potential cus- tomers to evaluate the legitimacy of the
information?: The Federal Trade Com- mission
17.A company is launching a campaign for a new product based on the product's key value proposition.
Product design team members want to add features that will hasten the product's obsolescence.
Which moral obligation to the customer is compromised by including the features?: Duty of beneficence
- The duty of beneficence is the moral obligation to do good. Under this scenario, the team should follow many of the
moral and legal obligations that companies encounter to communicate accurate features to the audience.
18.Which stage of a digital marketing strategy asks, "Where are we now?": -
Research
- Stage 1 of the digital marketing strategy is the research stage, which is the "Where are we now?" stage
19.Which stage of digital marketing strategy development is characterized by updating the marketing channel
mix and budget?: Analyze and adjust
- The analyze and adjust stage would include tweaking and revising, which are the actions of stage 5 in a fully
developed digital marketing program
20.What is a marketer's duty to avoid harming consumers known as?: Non- maleficence
21.What do buyer personas help a marketing team accomplish?: Identify cus- tomer goals
22.What should a marketer consider in addition to demographics when defin- ing the target audience?:
Consumer intent
- Consumer intent expands on what a marketer knows about the audience through demographics and provides insight
into what motivates consumer purchases. By
, Digital Marketing Foundations -
D377
considering demographic and consumer intent data, as well as referral traffic and purchase history, you will be able to
develop a clearer picture for the audience and what motivates their purchases
23.What should a company do during the final stage of a digital marketing strategy to optimize results?:
Make small adjustments
- Incremental fine tuning of an established strategy will generally produce the best results. Each adjustment can be
monitored and altered quickly if the desired results are not achieved
24.Conversion Funnel: A metaphor describing the series of interactions that take place as a potential customer
navigates through the buying cycle , with the number of potential customers decreasing sharply at each stage of the
process
25.Intent Targeting: The practice of targeting different content to different users based on their current intentions,
as measured by a variety of intent signals, including keywords used in search and actions taken on multiple online
channels
26.Micro-moment: Intent-rich moment when a person turns to a divice to act on a need - to know, go, do or buy
- People expect an immediate answer that aligns with their expectations or micro-mo- ment
Four classifications: want-to-know, want-to-go, want-to-do, and want-to-buy
27.Fault Tolerant: The ability for a system to continue operating even when one of its components fails
- ensure that no single node can bring down an entire system
- no single point of failure
28.AIDA: A four step behavioral model of the buying cycle which begins with awareness, moves through
interest and desire and culminates in action
29.Metadata: Data the describes other data; in the context of a content audit, this can include such information as the
author, creation date and file size of an individual piece of content
30.Comprehensive Targeting: Includes both demographic and intent targeting.
Demographic targeting: based on shared traits, such as age and income levels
Intent targeting: focuses on the behaviors and motives of a target market to create content that aligns with their actions an
needs
