40. Fill in the blank: When setting a digital marketing strategy, it's important to learn about your customers and _____ before picking your channels
- set meaningful goals
- manage customer relationships
- allocate a budget
- create marketing content
41. What is a marketing goal?
- 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
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?
- 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?
- 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
44. Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?
- 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?
- 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.
- Create community
- Drive sales
- Analyze performance
- Share information
47. Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?
- Paid social media
- Listening and engagement
- Strategy
- Planning and publishing
- Analytics and reporting
Shuffle Q/A 4
48. A customer has recently purchased a new summer dress from a clothing store. The clothing store would like to segment its email lists to address recent customers like this more effectively.
What is an example of a follow-up email to the customer?
- An email about summer sandals
- An email about sportswear
- An email about winter coats
- An email to a blog titled “Why summer dresses are out of fashion this season”
49. A business wants to send emails to its customers on their birthdays. They plan to offer a 50% discount on any item. What is this an example of?
- Branding
- Spamming
- Personalization
- Segmentation
