13. Successful businesses help customers achieve their goals instead of focusing on sales.
What does this approach focus on?
- The company’s sales goals
- The customer journey
- The company’s philosophy
- The brand’s marketing awareness
14. What is the marketing funnel also known as?
- Sales funnel or conversion cylinder
- Sales tube
- Sales funnel or conversion funnel
- Marketing tube
15. The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?
- A customer journey map is valid for one year and a marketing funnel is valid for two years.
- A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
- A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
- A marketing funnel focuses on sales and the customer journey map builds relationships with customers.
16. Which outcomes take place at the top of the marketing funnel? Select two answers.
- Awareness
- Customer conversion
- Brand loyalty
- Customer engagement
17. Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?
- The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
- The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
- The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
- The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.
18. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.
- awareness
- conversion
- consideration
- loyalty
19. What do loyalty metrics, such as the number of orders per customer, allow businesses to do?
- Determine strategies to keep customers, boost sales, and save money
- Send coupons for purchased items
- Target friends and family
- Get referrals from customers and increase prices
20. What crucial information does digital marketing help a business communicate?
- That the audience hasn’t bought anything yet
- That it’s the cheapest option and why the customer should buy it
- That its competitor is a better option
- That it exists, how it can help, and what makes it different from the competition
21. What does a successful digital marketing strategy build?
- More sales among one-time customers
- Trust in a brand
- Low-performing products
Confidence in a competitor’s products
22. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.
What is this process called?
- The awareness tactic
- The company pain points
- The strategic marketing plan
- The customer journey
Shuffle Q/A 2
23. Why is a marketing funnel wide at the top and narrow at the bottom?
- A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
- A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom.
- A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
- Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.
24. When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?
- Awareness
- Consideration
- Communication
- Conversion
