Week 3 – Digital marketing and e-commerce strategy

 

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

Explanation: The worth and power of a brand, as judged by its target demographic, is referred to as the brand's equity. It is a measurement of the influence and strength that the brand have in the market.

 

2. Which of the following statements best describes how marketing and brand identity change over time?

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.

Explanation: This sentence accurately depicts the ever-changing nature of marketing and the identity of brands. Alterations are made to customer tastes, trends in the market, and competitive settings throughout the course of time. Brands that are successful are always evolving their marketing tactics and their brand identities in order to retain their relevance in the marketplace, maintain a resonance with their target audience, and keep a competitive advantage. In today's constantly shifting corporate environment, the capacity to adapt quickly and fulfill the ever-evolving requirements of customers is very necessary for long-term success.

 

3. Fill in the blank: When setting a digital marketing strategy, it's important to _____ and set meaningful goals before picking your channels.

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

5. A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

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.

Explanation: This objective is nailed down, quantifiable, and time-sensitive. It lays out a specific goal for the firm to strive toward, enabling them to monitor their development and evaluate how well their marketing strategies are bringing in new clients.

 

6. Which of the following are examples of owned media? Select all that apply.

Answers

·         Paid social media ads

·        Whitepapers

·        eBooks

·        Video ads

7. What are the disadvantages of paid search? Select two.

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.

8. As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

Answers

·        Planning and publishing

·        Listening and engagement

·        Strategy

·        Analytics and reporting

·        Paid social media

Explanation: The aspect of social media marketing known as "Analytics and Measurement" refers to the process of analyzing various quantitative indicators of success on social media platforms, such as the number of likes, shares, and followers, and relaying this information to leadership.

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.

 

9. Which of the following best describes email marketing?

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

Explanation: Email marketing is delivering communications that are specific to a group of individuals via email in order to sell items or services or communicate with the audience.

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.

 

10. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

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

12. What does it mean when a brand has positive equity?

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.

Explanation: If a brand is considered to have positive equity, it indicates that people see the brand in a good light and consider it to be of high value. When customers have a good perception of a brand, they have positive associations with that brand, and they are more likely to pick that brand over its rivals and to stay loyal to that brand over time. This is what is meant by positive brand equity.

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.

Explanation: This objective is nailed down, quantifiable, and time-sensitive. It lays forth a specific objective for the food truck vendor to strive for, enabling them to monitor their development and evaluate the efficacy of the techniques they have used to bring in and satisfy a greater number of consumers.

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