Weekly challenge 3 Foundations of Digital Marketing and E-commerce | Google Digital Marketing & E-commerce
1)
Which of the following best describes brand equity?
Correct Answer: The value customers attribute to a brand’s offerings
when compared with similar products from another brand
2)
Fill in the blank: When setting a digital marketing strategy, it's important to
_____ and set meaningful goals before picking your channels.
Correct Answer: Research your audience
3)
What is a business goal?
Correct Answer: A big, long-term aim that has the potential to affect
an entire company
4)
Which of the following are examples of owned media? Select all that apply.
Correct Answer:
·
eBooks
·
Whitepapers
5)
How does paid search compare to search engine optimization (SEO)?
Correct Answer: Paid search produces results more quickly.
6)
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?
Correct Answer: Listening and engagement
7)
Which of the following best describes email marketing?
Correct Answer: Sending emails to a list of existing subscribers with
relevant, helpful content
8)
What is the difference between email segmentation and personalization?
Correct Answer: Segmentation is dividing email subscriber groups based
on criteria; personalization is customizing email content for individual
subscribers.
9)
Which of the following statements best describes how marketing and brand
identity change over time?
Correct Answer: Marketing efforts change; brand identity is permanent.
10)
Fill in the blank: When setting a digital marketing strategy, it's important to
learn about your customers and _____ before picking your channels.
Correct Answer: set meaningful goals
11)
What is a marketing goal?
Correct Answer: A small, targeted objective that is specific to
marketing activities
12)
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?
Correct Answer: 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.
13)
Which of the following are examples of earned media? Select all that apply.
Correct Answer:
·
Positive press coverage
·
Written reviews
14)
What are the disadvantages of paid search? Select two.
Correct Answer:
·
Paid search can have higher entry costs
to start.
·
Paid search results disappear when a
business stops paying for them.
15)
Which of the following best describes email marketing?
Correct Answer: Sending emails to a list of existing subscribers with
relevant, helpful content
16)
Imagine that a business tailors its email marketing content to deliver an
individualized experience for subscribers. What is this process called?
Correct Answer: Personalization
17)
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.
Correct Answer:
·
Send promotions for special events
·
Follow up on previous interactions
·
Address each recipient directly
·
Send messages that match where
customers are in the marketing funnel
18)
Imagine that a company invests in its marketing strategy but does not have a
strong brand identity. What is the likely result?
Correct Answer: Customers will not remember who the company is.
19)
How can a marketer use what they learn in the initial planning stage to
establish a strong digital marketing strategy? Select all that apply.
Correct Answer:
·
Figure out which channels to focus on
and what content to run
·
Review existing media to identify gaps
·
Decide how to allocate the budget
20)
Imagine that a fashion company wants to reach new customers. They write the
following goal:
“We
want to grow our customer base by 10% in the next 12 months. To do that, we
will introduce a new clothing line based on market research about the
preferences of our new target customer.”
Correct Answer: Business goal
21)
An independent food truck vendor wants to grow their customer base. Which of
the following is a specific business goal for this company?
Correct Answer: We want to increase our number of customers by 50% over
the next 12 months. To do that, we will add two popular specials as standard
menu items and introduce an efficient mobile payment kiosk.
22)
Fill in the blank: Organic exposure from search engine optimization (SEO)
_____.
Correct Answer: lasts longer than paid search
23)
A brand wants to build and maintain relationships with potential and existing
customers. To do that, they send emails with relevant, helpful content to a
list of existing subscribers. What is this strategy called?
Correct Answer: Email marketing
24)
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.
Correct Answer:
·
Send messages that match where
customers are in the marketing funnel
·
Follow up on previous interactions
·
Address each recipient directly
·
Send promotions for special events
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