The digital conversion funnel is most similar to

The Ansoff matrix.

The AIDA model.

The product life cycle.

Porter's five forces.

The digital conversion funnel does not present the same features as the AIDA model which identifies stages that individuals go through in the process of purchasing a product.

True False

The website for Brooker Pottery Company attracts consumers looking for architectural tile ideas for renovation projects. The site's attractive design and easy-to-use visualization tools help consumers picture how Brooker's products will look in their own spaces. A prominently placed "Today's Deal" feature convinces many website users to make purchases on a first or second site visit. Based on this information, the most likely marketing objective for this website is

Enhancing retention

Gaining customer insights

Establishing expertise.

Increasing Conversions

Cal wants to improve his golf game. After reading blogs written by professional players, he determines he needs to buy a rangefinder. At this point in his purchase process, Cal is in the________ phase of the

consumer decision-making process.

Evaluation

Assessment Recognition

Search

Lauren assigns three members of the firm's marketing team to work strictly on digital marketing. She also creates a digital marketing budget for the first quarter, and specifies how these team members should track their progress. This represents which aspect of the planning process?

Stage Four: Evaluation and Revision

Stage Three: Digital Marketing Analytics and Implementation Plan

Stage Two: Situation Analysis and Digital Marketing Objectives, Strategies, and Tactics

Stage One: Organizational and Marketing Overview

Data analyzed in a useful or strategic manner is known as information.

True

False

The first step in creating a strategic digital marketing plan focuses on analyzing the external environment.

True False

The United StatesMexicoCanada Agreement modernized former NAFTA policies regarding intellectual property and digital trade among its three signatory nations. This is an example of which macro-environment force affecting digital marketing?

Social

Environmental

Technical

Political

For digital marketers, generating organizational value through search engine marketing involves balancing.

The product life cycle and consumer demand

Costs and projected revenue.

Advertising innovation and brand prestige.

Brand awareness and information overload.

When creating multiple digital buyer personas, your firm may

Enhance the user experience your firm's website provides.

Tailor products to specific personas.

Base the personas on past experience in digital marketing.

Focus on its idealized market identity

Marissa needs a new phone, and decides on a maximum budget of $400. She begins the buying process by searching online, clicking on an ad, and reading posted reviews on the Best Buy website. Finally, Marissa interacts with an online service rep to get her final questions answered. These moments in Marissa's consumer journey are thought of as customer insights.

True False

A digital marketing strategy must include a digital target market, a digital marketing mix, as well as

Tactics to phase out traditional marketing.

The organization's mission statement.

The rationale for the overall marketing strategy.

Strategies to sustain digital competitive advantage.

When a consumer seeks more information about the latest iPhone model and how to obtain it, they have entered the first stage of the digital conversion funnel.

True False

Stage 2 of the digital marketing planning process should describe strategies for ensuring consumer privacy and security.

True False

After careful research, Adeem determines that his consulting firm should expand its recruitment efforts to include Twitter and Instagram. He is adjusting his digital strategy in which aspect of the micro-environment?

Competitors

Organizations

Suppliers

intermediaries

In terms of email marketing,________ describes value provided to consumers.

Assessing promotions

Increasing conversion

Graining traffic

Increasing brand reputation When Sephora Beauty emails a high-value customer list about a special holiday savings event, their purpose is to

Enhance brand reputation

Improve customer loyalty

Build awareness

Increase Sales