Digital Marketing and E-commerce Strategy INTRODUCTION
TEST YOUR KNOWLEDGE: THE VALUE OF BRANDS FOR DIGITAL MARKETING
1. Which of the following describes a brand?
2. Which of the following are examples of factors that can influence a brand? Select all that apply.
3. Which of the following statements are true about the relationship between branding and marketing? Select all that apply.
4. Which of the following is the value consumers attribute to one brand’s offerings when compared with similar products from another brand?
5. Which of the following describes the concept of brand equity?
TEST YOUR KNOWLEDGE: BUILD A DIGITAL MARKETING AND E-COMMERCE STRATEGY
1. What is a digital marketing strategy?
2. What step comes after there is a digital marketing strategy in place?
3. How does a marketing goal compare to a business goal?
4. Which of the following are examples of marketing goals? Select two.
5. To connect marketing goals to business goals, what qualities must the goals share? Select two.
TEST YOUR KNOWLEDGE: REACH CUSTOMERS ONLINE
1. What is earned media?
2. Which of the following factors does a search engine use to rank results? Select all that apply.
3. What search engine optimization (SEO) practice includes identifying common search terms and phrases consumers use to find products or services online?
4. What is search engine marketing (SEM)?
5. Which paid advertising model charges a business every time someone clicks on their ad?
6. Fill in the blank: Remarketing is an important part of digital marketing because it allows a brand to _____.
7. What is search engine optimization (SEO)?
TEST YOUR KNOWLEDGE: ENGAGE CUSTOMERS THROUGH SOCIAL MEDIA AND EMAIL MARKETING
1. Tracking and analyzing social media conversations and mentions related to a brand is an example of which pillar of social media marketing?
2. Which of the following are advantages of using paid social media ads? Select all that apply.
3. What is email marketing?
4. Fill in the blank: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called _____.
5. Which of the following are examples of email personalization? Select all that apply.
6. What are the five pillars of social media marketing? Select five.
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FOUNDATION OF DIGITAL MARKETING & E-COMMERCE WEEKLY CHALLENGE 3
1. Imagine two identical products: one is a name brand and the other is a store brand. Which term describes how much more customers are willing to pay for the name brand than the store brand?
2. Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?
3. Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _____ before picking your channels.
4. What is a marketing goal?
5. 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?
6. Which of the following are examples of paid media? Select all that apply.
7. Fill in the blank: Organic exposure from search engine optimization (SEO) _____.
8. As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?
9. 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?
10.What is the difference between email segmentation and personalization?
11. Consider the following scenario:
To build better relationships with their email subscribers, a business updates how they send email: They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location.
What email marketing techniques is this business using?
12. A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?
13. Which of the following best describes brand equity?
14. Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.
15. Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _ before picking your channels.
16. What is a business goal?
17. Which of the following are examples of owned media? Select all that apply.
18. How does paid search compare to search engine optimization (SEO)?
19. As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?
20. Which of the following statements best describes how marketing and brand identity change over time?
21. Which of the following are examples of earned media? Select all that apply.
22. An independent food truck vendor wants to grow their customer base. Which of the following is a specific business goal for this company?
23. What are the disadvantages of paid search? Select two.
24. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?
25. 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.
26. Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.
27. Which of the following best describes email marketing?
28. A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply.
29. Which of the following best describes a brand?
30. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.
31. 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.”
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What type of goal is this?
32. 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?
Digital Marketing and E-commerce Strategy CONCLUSION
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