37. Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.
- product marketing summary
- customer impact collage
- product impact graph
- customer journey map
38. Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.
- conversion
- awareness
- consideration
- communication
39. One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?
- Rewards program usage
- Email or newsletter signups
- Return customers
- The number of sales
40. What is the goal of the conversion stage?
- To make customers aware of the brand
- To turn potential customers into buyers
- To get a positive review
- To get customers to sign up for an email
41. Consider the following scenario:
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.
Why is it important for online companies to measure these instances of cart abandonment?
- Losing conversions count against the company, resulting in loss of trust among potential customers.
- Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
- Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
- Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
42. Consider the following scenario about digital marketing:
A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don't attract new customers.
How can digital marketing help the pet store succeed?
- By reaching potential customers and engaging with them effectively
- By increasing the budget
- By creating content aimed at other pet stores
- By creating email templates and sending them internally
43. A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?
- Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
- Because once the journey creates customer trust in the brand, it can never be lost
- Because the journey can be marketed and sold to increase company revenue
- Because understanding and improving the journey can transform a potential customer into a loyal customer
44. What is a customer journey map?
- A visualization of a typical business’s yearly marketing budget
- A visualization of a typical customer’s touch points along their purchase journey
- The process of posting customer reviews and online ads
- The process a business follows to get new customers
45. A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer.
What should they create?
- A marketing funnel
- A slideshow
- Touchpoints presentation
- A customer journey map
46. In the awareness stage, why is it important to measure impressions, reach, and frequency?
- Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
- Digital marketers will need to grow their department if all three measurements are positive.
- Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.
- The measurements from these three data points will determine a company’s overall success.
Shuffle Q/A 4
47. Why should marketers measure cart abandonment?
- Losing conversions count against the company, resulting in loss of trust among potential customers.
- Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
- Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
- Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
48. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
- Conversion
- Consideration
- Loyalty
- Awareness
