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Fundamentals of Digital Marketing Final Exam Quiz Answers

Introduction to Fundamentals of Digital Marketing

The fundamentals of digital marketing encompass the basic principles and strategies involved in promoting products, services, or brands using digital channels and technologies. Digital marketing leverages the internet and electronic devices to reach and engage with target audiences. Here are some key components and concepts that make up the fundamentals of digital marketing:

  1. Website and Online Presence:
    • A well-designed and user-friendly website serves as the foundation for digital marketing efforts.
    • An online presence can extend beyond a website to include social media profiles, blogs, and other digital platforms.
  2. Search Engine Optimization (SEO):
    • SEO involves optimizing a website’s content and structure to rank higher in search engine results pages (SERPs).
    • Keyword research, on-page optimization, and building quality backlinks are essential elements of SEO.
  3. Content Marketing:
    • Content marketing focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a target audience.
    • Content can include blog posts, articles, videos, infographics, and more.
  4. Social Media Marketing:
    • Utilizing social media platforms (e.g., Facebook, Twitter, Instagram, LinkedIn) to connect with the audience, build brand awareness, and drive engagement.
    • Social media marketing involves both organic (unpaid) and paid strategies.
  5. Email Marketing:
    • Sending targeted messages and promotional content to a specific audience through email.
    • Building and maintaining an email list is crucial for effective email marketing.
  6. Pay-Per-Click Advertising (PPC):
    • Paid advertising model where advertisers pay a fee each time their ad is clicked.
    • Common platforms for PPC include Google Ads and social media advertising.
  7. Analytics and Data Analysis:
    • Monitoring and analyzing data to measure the performance of digital marketing campaigns.
    • Tools like Google Analytics help track website traffic, user behavior, and conversion rates.
  8. Mobile Marketing:
    • Designing marketing strategies specifically for mobile devices, considering the growing use of smartphones and tablets.
    • This includes mobile-optimized websites, mobile apps, and SMS marketing.
  9. Online Advertising:
    • Beyond PPC, digital marketing involves various forms of online advertising, including display ads, video ads, and native advertising.
  10. Conversion Optimization:
    • Focusing on improving the conversion rate of website visitors into customers or leads.
    • A/B testing, user experience (UX) design, and targeted messaging contribute to conversion optimization.
  11. Customer Relationship Management (CRM):
    • Using technology to manage and analyze customer interactions throughout the entire customer lifecycle.
    • CRM systems help businesses understand customer needs and improve customer satisfaction.

Understanding and implementing these fundamentals can help businesses create a comprehensive and effective digital marketing strategy to reach and engage their target audience in the digital landscape.

Fundamentals of Digital Marketing Final Exam Quiz Answers

Fundamentals of Digital Marketing Final Exam Quiz Answers

  • A/B testing means you can split your contacts alphabetically
  • A/B testing means you send the same email twice to the same people
  • A/B testing means splitting your audience and sending each of them a different variation of your email
  • A/B testing means it is spell checked and proofed, prior to hitting send
  • If potential customers can access your web pages
  • If Google can view your web pages
  • How people interacts with your website
  • What information Google records about your site
  • Planning a budget
  • Developing a plan
  • Optimising a website
  • Defining a customer base
  • Helps your website stand out from the competition
  • Allows you to input lots of keywords so that you appear for all of them
  • Provides search engines with more consistent and clear information about what’s on the website
  • Allows you to place sales promotion offers within the search results
  • They are hidden messages that have no bearing on search engines
  • They are the on-page content that appears on your homepage, telling search engines what you do
  • They are automatically generated and help websites rank within search engines
  • They are embedded messages that help the search engine determine what’s on the page
  • Call the customer when there is an offer they’d enjoy
  • See where their customers are and monitor their shopping behaviours
  • Send them offers when they enter a certain geographical area
  • Add items to their in-app basket that you think they’d like
  • Portrait photographer London
  • London photographer
  • London portrait photographer
  • Photographers in London
  • Off-site optimisation
  • Keyword research
  • Writing fresh content
  • Setting an ad budget
  • Outrank lots of larger, more established companies
  • Find more opportunities
  • See more traffic than short tail keywords
  • Perform better on social media
  • relevance
  • conversion
  • clicks
  • importance
  • To position websites based on how popular they are
  • To display websites in a random order to increase site traffic
  • To ensure every business gets an equal number of site visits
  • To help the user find the most relevant answer to their query
  • Listing
  • Crawling
  • Indexing
  • Ranking
  • Reach out to potential customers actively looking for your product or service
  • Create different types of ad formats to show to potential customers
  • Target people based on their interests and habits
  • SEM is a lot cheaper than any other advertising medium
  • Place them well within your text
  • Make them eye-catching
  • Put branding on them
  • Give them descriptive names
  • Choosing what images to put on your website
  • Reserving all the social profiles that you will be using for the business
  • Finding people who will link back to your website
  • Keyword Research
  • They are seen by everyone
  • They have higher click-through rate
  • They can come in many different formats
  • They don’t cost too much to set up
  • How long the content on the page is
  • If you mention keywords over 50 times in a short piece of content
  • Unique, engaging, relevant content
  • Where you are in the world when adding content to your site
  • When you write a new blog post
  • When you have a sale or promotion
  • When you add a new service or product
  • When you employ new staff
  • The quantity of links is important, not the quality
  • The quality of links is important, not the quantity
  • Links hidden within code on sites improves your SEO performance
  • Links hidden within images on sites improves your SEO performance
  • It will show you where your audience comes from
  • It will list which pages your audience does not like
  • It will show where your customers go after they’ve left your site
  • It will show you why your audience visit your site
  • In the URL
  • In the coding of your header image
  • In your navigation menu
  • In your logo’s hyperlink
  • Pay people to link back to your site
  • Write some great content they will find useful
  • Ensure your staff link back to your site
  • Link to them first, regardless of whether they have anything interesting on their site
  • Numbers and letters
  • Numbers
  • Letters
  • Letters and symbols
  • It manages your website
  • It hosts your website
  • It promotes your website
  • It secures your website
  • You can reuse the same template
  • They are always free
  • You can duplicate the design of your website
  • Templates work better on mobile
  • It will help the ad stand out and encourage people to click it
  • It will guarantee the ad appears at the top of the search results
  • It will increase the amount of users across your entire website
  • It can increase the quality score of your ad
  • Alongside them
  • Below them
  • On the next page after them
  • Above them
  • The order your products will appear on the site
  • What you want your customers to do on the site
  • How customers will interact with the site
  • What your customers want to see on the site
  • The amount of links contained in the email
  • The number of images in your email
  • The opportunity for customers to opt-out
  • The subject line of the email
  • Search phrase
  • Search term
  • Search query
  • Search word
  • What your customers are doing on your website
  • Where your customers have come from before visiting your website
  • Where your customers go after leaving your website
  • What your customers are looking for on your website
  • Technology
  • Cost
  • Scope
  • How long you’ve been in business
  • when your ad appears within the search results
  • when a conversion happens on your website
  • when your ad is clicked by someone
  • when someone stays on your website for more than 2 minutes
  • Internet Position
  • Internet Placement
  • Internet Privatisation
  • Internet Protocol
  • Competition, cohesiveness, relevance
  • Frequency, competition, relevance
  • Relevance, cohesiveness, execution
  • Frequency, execution, relevance
  • prevent
  • secure
  • increase the chance of
  • decrease the chance of
  • % of people that made a purchase after receiving the email
  • % of people that opened the email out of the total recipients
  • % of people who clicked on a link in the email out of the total recipients
  • % of people who were sent the email against the total number of conversions made
  • index
  • crawl
  • investigate
  • rank
  • Drive more traffic to your website
  • Target more people in different areas of the world
  • Ensure people see relevant ads that relate to their search query
  • Stop using negative keywords
  • Increasing the bid for the keywords you are targeting
  • Increasing the relevance of the keywords, ads, and landing page
  • Adding lots of keywords to the campaign to get more traffic
  • Continually changing the ad copy
  • Quotation marks
  • Apostrophes
  • Italics
  • Square brackets
  • To see personal data about the person who bought from you
  • To understand what is working and what is not
  • To increase your budget to get more traffic
  • To advertise internationally more easily
  • Website’s homepage
  • Order confirmation page
  • Order form page
  • Contact us page
  • Business name, address, phone number
  • Personal name, business name, postcode
  • Name, PO box, freephone number
  • Business name, CEO, company registration number
  • prioritise
  • highlight
  • hide
  • promote
  • Stern & Serious
  • Serious & Honest
  • Fun & Inviting
  • Engaging & Inviting
  • Compare follower numbers across platforms
  • Use online analytics tools to measure engagement
  • See what competitor businesses are using
  • Ask friends and family which platforms they use
  • Apps allow you to send push notifications
  • Apps are easy to access on the app store
  • Apps generally work on more mobile devices
  • Apps allow you to collate more data on your customers
  • Short, technical, include a call to action
  • Relevant, short, entertaining
  • Short, entertaining, include a call to action
  • Short, relevant, include a call to action
  • Local Search
  • Geo search
  • Mobile search
  • Organic search
  • People use their phones while they are on the go
  • Ads are smaller in mobile devices and therefore cheaper
  • People prefer to receive adverts on their mobile
  • Everyone has a mobile phone
  • Paid advertising
  • Pay for followers
  • Follow all of your competitors’ followers
  • Overuse hashtags
  • A scaled design
  • A visual design
  • A responsive design
  • An integrated design
  • Ask your audience what they search for when looking for similar products
  • Use the Google Keyword research tool or Bing Keyword research tool
  • Use a tool to harvest the keywords your competitors are using
  • Use all the usual keywords from your website in your advertising account
  • Writing engaging online copy
  • Keeping the target audience in mind
  • Understanding the user journey
  • Being consistent in your approach to copy
  • You can share offers and discounts exclusively to your following
  • You can share blogs from other businesses to cover more than what you do
  • You can share honest reviews about your product or service
  • You can connect with customers at any time of the day
  • Content scheduling tools
  • Audience profiling tools
  • Social media analytic tools
  • Website analytic tools
  • It can improve sales by directing more traffic to your website
  • It can enable a business to create a bank of content, which can be reused to create ads
  • It helps a company identify its biggest competitors
  • It provides you with another channel to push sales and promotional messages to customers on a regular basis
  • Your social media links
  • An interactive map
  • Your physical location details
  • Business registration number
  • Everyone uses search engines
  • You can target ads to a specific geographic area
  • You can target ads to specific genders
  • Search ads are cheaper than display adverts
  • The visitor’s time navigating your site
  • The visitor’s experience on your site
  • The visitor’s general time on your site
  • The visitor’s purpose when on your site
  • Personalising content to make each customer feel important, taking into account available data about each individual customer.
  • Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
  • Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
  • Refining their content marketing strategy as they go, taking into account available data and metrics
  • Site speed and usability
  • Keywords and metadata
  • Image size and navigation
  • Site speed and visual appearance
  • Optimised for different devices
  • Visually engaging
  • Full of relevant information
  • Text heavy
  • Answer The Public
  • Google Ads Editor
  • Facebook business manager
  • EM Rush
  • A business that operates from a specific geographic location
  • A business that is within a 5km radius from the customer
  • A business that has existed within a community for more than 5 years
  • A business that only provides a service-based product
  • Increase staff morale
  • Increase audience engagement
  • Increase customer satisfaction
  • Increase overall profit
  • it allows you to target people who have ad blockers enabled
  • it can be seen by people who aren’t logged into their accounts
  • it allows you to target people based on their likes and interests
  • it doesn’t cost too much to spread your ads far
  • People on niche platforms are more likely to engage with you
  • Your content will be put in front of specific audiences
  • Your content will be seen by a mix of different people, gaining more views and likes
  • It enhances your brand to be seen on more specific social media platforms
  • People trust local businesses on social media
  • You can target ads to a specific local audience
  • You can make video ads promoting the area
  • People use social media more than they use search engines
  • Research competitors
  • Create a listing
  • Create an ad
  • Post a link
  • Your audience’s data
  • Your audience’s interests
  • You audience’s available income
  • Your audience’s offline behaviour
  • Search Engine Optimisation
  • Banner advertising
  • Display advertising
  • Webpage advertising
  • Search advertising
  • Reacquiring
  • Readvertising
  • Retargeting
  • A targeting option for publishers
  • A marketplace between online publishers and advertisers
  • A payments system for online ad campaigns
  • A targeting option for advertisers
  • Shooting as much as you can and culling it later
  • Finding editing software
  • Finding equipment to use
  • Planning your content
  • Share videos across all of your digital marketing tools
  • Pick one primary place to share your video content
  • Trust word-of-mouth to drive traffic to your videos
  • Send out a postcard to relevant mailing lists
  • Search ads are more likely to be clicked on
  • Search advertising is cheaper than display advertising
  • Search advertising allows ads to be created in multiple formats
  • Search advertising is shown to customers who are searching for your specific terms
  • To help determine the best way to collate customer data
  • To help determine the performance and allow for optimisation
  • To help determine where your budget will be spent
  • To help determine the performance of your competition
  • Change the colours to be more eye-catching
  • Change how much your branding is shown in the video
  • Update the description to tell people more about the video
  • Delete the video and try again with edited content
  • Display advertising is cheaper than search advertising
  • Appearing on relevant websites offering advertising space
  • Ads can appear at the top of search engine results pages
  • Display ads are more likely to be clicked on
  • Make the content really interesting
  • Give detailed descriptions of its content
  • Clearly brand your videos
  • Include calls to action within the videos
  • The exact location of your ad on a particular page of a website
  • The size and position of your ad
  • The exact location of your ad on search engine results pages
  • The position of text within your ad
  • A way to get free traffic to your site
  • A directory of lots of websites that sell the same products as you do
  • An online store of images you can use within your content
  • A platform allowing the advertiser to advertise on websites within the network
  • Promotions and special offers
  • Personalised messages
  • Location specific information
  • Product shots and detailed information
  • Target users, based on the specific actions they take on your site
  • Target people, based on their likes and interests
  • Appear higher within the search results
  • Target people before they come to your website
  • Tag them in posts
  • Use hashtags
  • Make them funny
  • Use subtitles
  • Advertising on other people’s videos
  • Commenting on other people’s videos
  • Sharing other people’s videos
  • Interacting with other people’s videos
  • The device users access the site with
  • The time a user spends on the site
  • The browser a user uses to visit the site
  • The geographical location of the user
  • Conversion
  • Dimension
  • Access
  • Metric
  • Organic keywords
  • Social media ads
  • Paid keywords
  • Directories
  • Set up advertising accounts to drive continuous improvement
  • Understand users behaviour and improve the effectiveness of your digital marketing efforts
  • Interact with customers on your website to increase conversion
  • Predict your users next move based on previous data
  • Vast quantities of data will take a long time to process
  • Large amounts of data are harder to store online
  • The right information, at the right time, is more valuable
  • Spreadsheets have a limit on the amount of information they can store
  • An interactive computer application for the organisation, analysis and storage of data
  • A static collection of related data tables that can be queried to locate specific fields
  • A tool for storing large amounts of numerical data, but not text-based data
  • A digital balance sheet to keep track of financial transactions
  • The act of a user coming from a certain geographical location
  • The act of a user spending a certain amount of time on the site
  • The act of a user meeting a specific metric
  • The act of a user completing a goal
  • What websites users visit after leaving your website
  • How you currently rank in search engines
  • How people interact with your website
  • How people interact with your competitors’ websites
  • Bid higher within your SEM advertising account
  • Find insights that can help you identify where to make improvements
  • Build better social media profiles
  • Run advertising in other countries around the world
  • Show all the information available, to give your audience as much context as possible
  • Tailor your approach to your audience in order to tell a better story
  • Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
  • Present all information in the same way because everyone interprets things similarly
  • Partition
  • Sample
  • Segment
  • Extract
  • It can help you make informed decisions and improve online performance
  • Digital data is always 100% accurate
  • Digital data allows you to save money on offline analytics
  • Using digital data allows you to automatically reach more customers
  • Browser users use to access your site
  • Unique visitors to your site
  • Time users spend on your site
  • Number of pages viewed per visit
  • Conversion
  • Clocking
  • Metric
  • Dimension
  • Stock control
  • Integrated invoicing
  • The ability to track shipping
  • Automated complaints process system
  • Use images direct from the internet to ensure accurate file size
  • Use images direct from the original manufacturer
  • Ensure images are of a high quality
  • Use detailed descriptions instead of images to help search engines
  • price
  • hierarchical
  • a constantly changing
  • alphabetical
  • For different devices, navigation & search
  • For different devices & social media profiles
  • For email templates & social media profiles
  • For navigation, search & video campaigns
  • SEM advertising
  • Social advertising
  • Retargeting
  • Email campaigns
  • send multiple follow up emails once a purchase has been made
  • show them remarketing ads with a variety of products
  • provide the customer with relevant suggested purchases
  • include a pop up on your website that they have to action before continuing
  • Build an online store with an integrated payment system
  • Set up a web-based money transfer software like PayPal
  • Invest in a new website platform
  • Use other platforms such as eBay or Etsy
  • Translated by an automated tool only
  • Translated but also locally adapted for the audience
  • Translated into the native language
  • Left the same, and not translated
  • accessible | supply chain | legal
  • affordable | supply chain | language
  • exciting | customer needs | currency
  • affordable | customer needs | legal
  • use online tools to help you understand where there’s a strong demand for your products
  • move the whole business to that country
  • replicate your current business in as many countries as possible
  • buy new domains for the country
  • Treat all social media channels the same
  • Use popular phrases and memes for that area
  • Analyse platforms popular in that area
  • Not advertise at all, as other countries don’t like social advertising
  • pay less per click than standard SEM ads
  • show ads to people before they visit your website
  • show ads to people after they visit your website
  • display a pop up on your website when people visit it

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