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DIGITAL MARKETING MGT 6311 FINAL EXAM|
MGT 6311: DIGITAL MARKETING REAL ACTUAL
EXAM QUESTIONS WITH VERIFIED SOLUTIONS
2025/2026 LATEST UPDATE
What metrics can be used to evaluate an email marketing campaign? --
ANSWER--CTR, conversion rate, number of unique opens, number of
unsubscribes, ROI, open rate, social shares, DB growth
What is the difference between a hard bounce and a soft bounce? -- ANSWER-
hard bounce is due to something like an invalid email address, soft bounce is
due to a full inbox or server failure
What strategy can help determine which email design variations (subject line,
text/image ratio, delivery time, CTA, etc) are best? -- ANSWER--A/B testing
What marketing strategy has the highest conversion rate? -- ANSWER--email
marketing
At what stage in the customer journey should you use email marketing? --
ANSWER--all stages (earn/keep trust, build brand awareness, drive sales,
retention, build/maintain loyalty, etc.)
, Page 2 of 67
What are 4 key email types? -- ANSWER--transactional (thank you, delivery),
newsletter, promotion/special offer, new product/service announcement
What are ESPs and what are their benefits? -- ANSWER--email service
providers (i.e. mailchimp), good for tracking, segmenting, testing, dynamic
personalization, cross-platform compatibility
What aspects of a video can be optimized for VSEO? -- ANSWER--title,
thumbnail, meta tags
Give some strategies for VSEO -- ANSWER--upload new content regularly,
encourage engagement via likes, shares, subscriptions, track metrics and delete
unsuccessful videos, use most important keywords in 1st 3 words of title, meta
tags, etc.
What needs to be considered before starting a mobile marketing campaign? --
ANSWER--specific customer segment needs, habits, preferences (will a mobile
campaign likely influence target audience?)
What does "internet of things" mean? -- ANSWER--devices are connected,
more data than ever available on customers
, Page 3 of 67
What metrics (other than downloads) can be used to evaluate an app's success? -
ANSWER--number of active users, retention rate, LTV/revenue per customer,
session length, crash analytics
What is the average customer threshold for abandoning a page while it's
loading? -- ANSWER--3 seconds
How can responsive design improve a marketing campaign? -- ANSWER-make
sure ads display properly across devices (laptop, mobile, tablet)
What should be true about the landing page a user reaches after clicking on an
advertisement? -- ANSWER--it should align with the content of the ad (i.e. if
the ad is for black socks, the landing page should be a page where users can
purchase that product, not for the company's homepage)
What are some mobile best practices? -- ANSWER--avoid spam, keep relevant,
easy interaction (UX), balance personalization and privacy, integrate across
platforms, channels
What are key benefits of direct/email marketing? -- ANSWER--cost effective,
customizable, measurable, targeted, high ROI
What is CRM? -- ANSWER--customer relationship management
, Page 4 of 67
Why is responsive email design important? -- ANSWER--allow email to display
properly across devices
What are steps for implementing a direct marketing campaign? -- ANSWER--1.
grow user database, 2. design email content, 3. test for effectiveness, 4. segment
database, 5. send email, 6. measure success, 7. repeat cycle of testing,
optimizing, testing
What shape do typical users have for their reading habits? -- ANSWER--F shape
How can you determine which/how many images to include in email content? --
ANSWER--minimize images, make sure it makes sense without the images, use
sparingly for best effect
What is the most essential piece of an email marketing message? -- ANSWER-
the CTA (give it a prominent location, make it clear, include a link)
How can your sender reputation score impact your email marketing campaign? -
ANSWER--if you're within thresholds, your messages will go through,
otherwise they'll go to the spam folder
DIGITAL MARKETING MGT 6311 FINAL EXAM|
MGT 6311: DIGITAL MARKETING REAL ACTUAL
EXAM QUESTIONS WITH VERIFIED SOLUTIONS
2025/2026 LATEST UPDATE
What metrics can be used to evaluate an email marketing campaign? --
ANSWER--CTR, conversion rate, number of unique opens, number of
unsubscribes, ROI, open rate, social shares, DB growth
What is the difference between a hard bounce and a soft bounce? -- ANSWER-
hard bounce is due to something like an invalid email address, soft bounce is
due to a full inbox or server failure
What strategy can help determine which email design variations (subject line,
text/image ratio, delivery time, CTA, etc) are best? -- ANSWER--A/B testing
What marketing strategy has the highest conversion rate? -- ANSWER--email
marketing
At what stage in the customer journey should you use email marketing? --
ANSWER--all stages (earn/keep trust, build brand awareness, drive sales,
retention, build/maintain loyalty, etc.)
, Page 2 of 67
What are 4 key email types? -- ANSWER--transactional (thank you, delivery),
newsletter, promotion/special offer, new product/service announcement
What are ESPs and what are their benefits? -- ANSWER--email service
providers (i.e. mailchimp), good for tracking, segmenting, testing, dynamic
personalization, cross-platform compatibility
What aspects of a video can be optimized for VSEO? -- ANSWER--title,
thumbnail, meta tags
Give some strategies for VSEO -- ANSWER--upload new content regularly,
encourage engagement via likes, shares, subscriptions, track metrics and delete
unsuccessful videos, use most important keywords in 1st 3 words of title, meta
tags, etc.
What needs to be considered before starting a mobile marketing campaign? --
ANSWER--specific customer segment needs, habits, preferences (will a mobile
campaign likely influence target audience?)
What does "internet of things" mean? -- ANSWER--devices are connected,
more data than ever available on customers
, Page 3 of 67
What metrics (other than downloads) can be used to evaluate an app's success? -
ANSWER--number of active users, retention rate, LTV/revenue per customer,
session length, crash analytics
What is the average customer threshold for abandoning a page while it's
loading? -- ANSWER--3 seconds
How can responsive design improve a marketing campaign? -- ANSWER-make
sure ads display properly across devices (laptop, mobile, tablet)
What should be true about the landing page a user reaches after clicking on an
advertisement? -- ANSWER--it should align with the content of the ad (i.e. if
the ad is for black socks, the landing page should be a page where users can
purchase that product, not for the company's homepage)
What are some mobile best practices? -- ANSWER--avoid spam, keep relevant,
easy interaction (UX), balance personalization and privacy, integrate across
platforms, channels
What are key benefits of direct/email marketing? -- ANSWER--cost effective,
customizable, measurable, targeted, high ROI
What is CRM? -- ANSWER--customer relationship management
, Page 4 of 67
Why is responsive email design important? -- ANSWER--allow email to display
properly across devices
What are steps for implementing a direct marketing campaign? -- ANSWER--1.
grow user database, 2. design email content, 3. test for effectiveness, 4. segment
database, 5. send email, 6. measure success, 7. repeat cycle of testing,
optimizing, testing
What shape do typical users have for their reading habits? -- ANSWER--F shape
How can you determine which/how many images to include in email content? --
ANSWER--minimize images, make sure it makes sense without the images, use
sparingly for best effect
What is the most essential piece of an email marketing message? -- ANSWER-
the CTA (give it a prominent location, make it clear, include a link)
How can your sender reputation score impact your email marketing campaign? -
ANSWER--if you're within thresholds, your messages will go through,
otherwise they'll go to the spam folder
