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1Which of the following activities BEST helps to align different audiences to different digital
marketing strategies and tactics?- ASegmentation of customers
- BSocial media listening
- CCustomer communications strategy
- DDevelopment of content.
2What is the MOST important reason to review the client brief when work has been completed?
- ATo agree the key deliverables and milestones
- BTo ensure that all client requirements have been met
- CTo ensure all work has been logged
- DTo review the development wireframe
3Which of the following are market segmentation strategies?
a) Geographic.
b) Demographic.
c) Atmospheric.
d) Psychographic.- Aa, b and d only
- Ba, b and c only
- Ca, c and d only
- Db, c and d only
4What is the KEY benefit of relationship marketing?
- AProvides focus for generating new business
- BLess management needed for existing customers
- CMakes it easier to manage customers
- DProvides opportunities for cross-selling
5When creating a digital marketing campaign which of the following is MOST important to
identify?- AMarket competition
- BTarget audience
- CSales channels
- DMarketing channels
6A company decides to initiate a 'product extension'. In which stage of the product lifecycle is
this MOST LIKELY to occur?- AGrowth
- BLaunch
- CMaturity
- DDecline
7Which of the following is the CORRECT definition of click-through rate?
- AThe ratio of users who visit a webpage to the total number of users who buy online
- BThe ratio of users who click on a specific link to the total number of users who
view a page - CThe ratio of users who click on a specific link to the total number of pages on a website
- DThe ratio of visitors to a website who came through from social media
8Which of the following is NOT an aspect of the customer lifecycle?
- AConversion
- BAcquisition
- CResearch
- DReach
9Which of the following BEST defines the Promotion component of the digital marketing mix?
- ATechniques to raise awareness of products and services
- BTypes of advertising channels used in a campaign
- CThe value proposition added to products and services
- DTypes of product or service discounts offered online
10Relationship marketing concentrates on which of the following?
- AAcquisition of customers.
- BBuilding customer loyalty
- CIndividual sales.
- DSales through partners.
11Adding a blog to a website is USUALLY done with the aim of directly increasing which of the following?
- AKeywords which help improve SEO
- BNumber of pages on website
- CInternal communication plan
- DNumber of people visiting the website
12Which of the following is the CORRECT definition of real-time data?
- AThe process of analysing data gathered from all sources
- BInformation that is based on social media listening
- CInformation that is gathered from customers using mobile devices
- DInformation that is delivered immediately after collection
13Which of the following BEST describes why it is important for different functions of a business to share digital marketing data?
- AEach function has its own activities requiring its own data
- BOnly certain functions will have digital marketing skills
- CDigital and social media marketing effectiveness is optimised
- DDigital marketing specialists do not understand other business functions
14Which of the following BEST defines the Place component of the digital marketing mix?
- AThe channels selected to advertise your products and services
- BThe physical locations where a business is located
- CThe physical locations of the target audience
- DThe page on a website where a customer is directed to
15Which of the following factors does a psychographic market segmentation strategy give consideration to?
a) Values.
b) Age.
c) Interests.
d) Attitudes.- Aa, b and c only
- Bb, c and d only
- Ca, c and d only
- Da, b and d only
16What is the name of the product lifecycle stage II that is missing from the diagram below?
- AGrowth
17Which of the following BEST describes a dependency within a digital and social media
strategy?- AA reference point that marks a major event in a project
- BA task that cannot proceed without an earlier one completed
- CA project requirement that needs to be accomplished within a defined period of time
- DA formal document designed to guide and control the implementation of a strategy
18Which type of content encourages engagement during a campaign?
- AIndividual tweets
- BInteractive quizzes
- CShort content posts
- DOld articles / blogs
19A business has found its training courses are so successful that it is expanding the distribution of its training course delivery to new English speaking markets overseas. Which component of its digital marketing mix is it MOST LIKELY to invest in as a result of this strategy?
- AProduct
- BPlace
- CPhysical Evidence
- DPositioning
20Which of the following is likely NOT to influence in the communication style adopted in digital marketing?
- ATarget audience
- BProduct or service
- CGeographic segment
- DChannel used
21What is the MAIN benefit of adding relevant, in-depth articles to a website?
- ADemonstrates knowledge and keeps the website current
- BAllows customers to see what you are interested in
- CShows how the website compares to other brands
- DCreates a place for business information to be found
22Why SHOULD a digital marketing team work cohesively?
- AEnsures a coordinated approach to all aspects of a digital campaign
- BCreates a culture where no one is singled-out for blame for mistakes that occur
- CProduces a campaign where anyone can create what they want
- DAllows for everyone to try different roles during each campaign
23What is a copywriter responsible for?
- ACreating all types of online content
- BCreating written content in the voice of the brand
- CManaging the wider team in all things creative
- DManaging the results of a campaign
24What is a good reason to create a campaign which focuses on customer retention?
- ATo demonstrate to potential customers that the company cares
- BTo contact all individuals whose contact details are on file
- CTo increase the lifetime value of a customer
- DTo create more content to use online
25Which of the following could NOT be described as a channel for client acquisition?
- AWebsite
- BEmail
- CTarget audience
- DSocial media
26If all the staff listed below were part of the same digital marketing team, who is the MOST LIKELY to be responsible for the planning of content and delivery using tools like Hootsuite?
- AMarketing manager
- BContent manager
- CSocial media manager
- DWeb developer
27"A website visitor becoming a paid customer" describes which phase of the customer lifecycle?
- AReach
- BAcquisition
- CConversion
- DRetention
28A company is revisiting its approach to customer acquisition for their services. Which of the following is likely to be the LEAST EFFECTIVE in this initiative?
- ATake time out to review the latest market trends especially in the area of content marketing
- BPerform a retrospective analysis of what has worked, and what hasn’t worked since the business started up
- CSet new objectives within the company’s constraints taking into account all reviews of analytics to date
- DTry out all the channels that have not previously been tried, regardless of cost, to see what works and what doesn’t
29What is the MOST EFFECTIVE strategy when using analytics in generating audience engagement, considering the fast-moving trends in this area?
- AChoose KPIs that are aligned with current business goals
- BAcquire a variety of tools that measure specific analytics
- CFocus on social media listening and measuring brand awareness
- DStick to the proven platforms that have worked in the past for analytics
30Which of the following is MOST LIKELY to negatively impact a company’s reputation?
- AFailing to monitor online digital conversations adequately
- BFailing to meet stakeholder and customer expectations
- CEncouraging external parties to publish brand references
- DConstant interaction with customers on social media
31Which of the following content types are known to have the highest level of engagement?
- AVideos and images
- BEmojis and SMS language
- CText posts with over 1000 words
- DPosts that include 10 or more hashtags
32Which of the following are TYPICALLY consequences of failing to align digital and social media strategies to business objectives?
a) The wrong audience is targeted.
b) Budgets are not optimised.
c) Analytics are often ignored.
d) The wrong content is produced.- Aa, b and d only
- Bb, c and d only
- Cb and c only
- Da and d only
33Which of the follow statements BEST describes someone in the Loyalty stage of the customer lifecycle?
- AA potential customer who gives personal details to acquire more information
- BA person who has seen an online ad or social post in their stream
- CA customer who makes a purchase
- DA repeat customer who willingly becomes a brand advocate
34Which of the following social media promotions is MOST LIKELY to lead to direct incremental sales for a shoe manufacturer?
- AA quiz to establish prospective buyers preferred styles and colours
- BA video showing the shoe manufacturing process
- CA brand awareness campaign featuring sustainable materials
- DA clearance campaign including deep product links
35Which of the following is the KEY reason for measuring click-through rate?
- AIt measures the number of visitors to a website
- BIt measures the effectiveness of marketing campaigns
- CIt measures the profit and loss of a specific campaign
- DIt measures the number of impressions of an advert
36Which of the following tactics is MOST LIKELY to improve the reputation of a company and / or brand?
- ABuild the brand around a key public figurehead in the business
- BFocus media and communications on praising the company’s own brand
- CPrioritise marketing and sales over customer support
- DEncourage external parties to publish references to the company’s brand
37Which role is responsible for making changes to a website to ensure best ranking in a search result?
- ADirector of communications
- BDesigner
- CMarketing Manager
- DSEO
38Which of the following could be described as business-to-business (B2B) relationships?
a) Manufacturer and wholesaler.
b) Wholesaler and retailer.
c) Retailer and consumer.
d) Manufacturer and end-user.- Aa, b and d only
- Bc and d only
- Ca and b only
- Da, b and c only
39A business has reviewed its digital marketing goals and objectives and decides to increase
its promotional efforts via the use of display ads. What is the BEST description for this type
of media activity?- AOwned
- BShared
- CEarned
- DPaid
40Which of the following is a description of using an email campaign with a call to action in order to drive more traffic to a website?
- AChecking that a digital marketing brief has been met
- BAligning a digital strategy with business objectives
- CIdentification and targeting of a digital audience
- DAlignment of customer profiles to digital marketing plans
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- Beschreibung
- Quiz am Ohne Titel, erstellt von Abby Czogalik am 07/05/2021.
- Autor
- Abby Czogalik
- Sprache
- English
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