1.
Question 1
Which of the following best describes a brand?
1 point
How a company communicates its values and culture
How much customers are willing to pay for a company’s products
How a company markets its primary asset, like a product or service
How a company is perceived by the public
2.
Question 2
Fill in the blank: A _____ is the foundation of a successful digital marketing strategy.
1 point
product
brand
customer
budget
3.
Question 3
When setting a digital marketing strategy, what should you do before picking your channels?
1 point
Learn about your customers and set a budget
Select items for a promotional campaign
Send emails to customers
Create ads
4.
Question 4
Fill in the blank: Your business goals and your marketing goals need to be specific and _____.
1 point
simple
expensive
long term
measurable
5.
Question 5
A travel business wants to increase its number of active customers by 10% over the next six months. To do that, they will add new features that make it easier for customers to book a trip online.
What type of goal is this?
1 point
Product goal
Business goal
Customer service goal
Marketing goal
6.
Question 6
Which of the following are examples of earned media? Select all that apply.
1 point
Positive press coverage
Written reviews
Social media accounts
Paid search ads
7.
Question 7
How does paid search compare to search engine optimization (SEO)?
1 point
Paid search produces results that last longer.
Paid search produces results more slowly.
Paid search produces results more quickly.
Paid search produces results that decrease website traffic.
8.
Question 8
Why is social media marketing important?
1 point
It is more valuable than a digital marketing strategy when connecting with customers.
It plans and publishes valuable content for a brand.
It drives engagement and promotes a brand on social media channels.
It sends automatic emails to potential customers about a brand.
9.
Question 9
Which of the following best describes email marketing?
1 point
Sending emails with claims that are too good to be true
Sending emails to many recipients regardless of their interests
Sending emails to a list of existing subscribers with relevant, helpful content
Sending unwanted emails out in bulk to a mass recipient list
10.
Question 10
What is the difference between email segmentation and personalization?
1 point
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.
Segmentation is sending emails to subscribers to share information about a brand; personalization 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.
11.
Question 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.
1 point
Follow up on previous interactions
Send promotions for special events
Serve ads to highly specific customer groups
Address each recipient directly
Send messages that match where customers are in the marketing funnel
