Using cookies to track users' browsing preferences and other personal data can cause consumers to be concerned about what?

• A. Spam
• B. Engagement
• C. Privacy
• D. Measurement

What typically causes emails to land in a SPAM folder even with a valid (good) IP Addresses? -- (I.e. This is a problem any email campaign deals with if recipients have not previously opted-in).

• A. Poor User Engagement
• B. Firewall Filtration
• C. Bad IP Address
• D. All of these

What is the commonly agreed best practice for handling negative criticism on your company's social media platforms?

• A. Ignore the complaints and pretend they are not on the page.
• B. Listen to the complaints and address them. Try to resolve the issue quickly and be respectful of privacy rights if the complaint is of a sensitive matter.
• C. Be aggressive and defensive in your posts and possibly on other sites (their social media pages) if they continue.
• D. Simply delete the comments/posts and deal with the situation offline (i.e. communicate and resolve their issue via phone or in-person).

Web Analytics reports are commonly used by what departments?

• A. Marketing departments
• B. IT departments
• C. Sales and product teams
• D. All of these departments

Carleton Company shows poor Web Analytics and upon review of results from a survey of web visitors, they find that those visitors lack clarity on what Carleton Company actually sells/provides. Thus, likely the resulting high bounce rate and low conversion rate. What could be done to fix this?

• A. All of these could be done
• B. Add a detailed 'about us' page that with an explanation of 'who we are' and 'what we do'
• C. Add an 'About our products' link and content
• D. Add product videos, images and testimonial content to the website.

Two companies, both with over 100,000 Facebook Fans decide to use Facebook for their next ad campaign. Company A sells dog food and accessories while Company B sells tech supplies. What targeting option would they both likely use to ensure the best audience for their companies?

• A. Location targeting
• B. Interest targeting
• C. Age targeting
• D. Income targeting

Which of these Reach building techniques are not considered a part of 'Inbound Marketing'?

• A. Lead harvesting
• B. Nurturing leads to sales
• C. Awareness Building
• D. Audience Aggregation

An employee posted an update on the Company's Instagram Story that was meant for her own personal story. What action would the company likely take in the immediate aftermath?

• A. Fire the employee immediately and delete the story, hoping few people actually saw it.
• B. None of these would be appropriate actions to dealing with this situation.
• C. Delete the Insta Story ASAP and then inquire into the matter to decide on the best course of action (i.e. if action against the employee needs to occur and/or policy changes to prevent in the future).
• D. Fire the employee immediately and create updated Insta Story (don't fully delete it) to explain to the Company's Audience what happened.

Companies have done many things to 'go viral' in the past. One such company, BlendTec did this by blending various objects in their blenders, for the popular "Will it Blend?!" series. What does this typically impact?

• A. It increases your awareness metrics significantly.
• B. It increases your sales volume and bottom line significantly.
• C. It usually increases your conversion rate significantly.
• D. It doesn't increase any of these.

You want to reach new people in your target audience who are actively looking for your product. Which is the best digital marketing tool to reach them?

• A. Search Engine Optimization
• B. Digital Display Advertising
• C. Social media
• D. Email Marketing

You want to grow sales quickly for a new product. Which digital marketing tool is most likely to generate those sales?

• A. Social Media
• B. Display Advertising
• C. Search Engine Optimization
• D. Email Marketing

You are looking to build long-term business brand value for your business using digital marketing. Which digital marketing tool is least likely to get you this result?

• A. Search Engine Ads
• B. Mobile Marketing
• C. Social Media
• D. Search Engine Optimization

What is the best metric of the success of your organic social media strategy? (remember vanity metrics versus valuable metrics)

• A. Numbers of fans/followers
• B. The reach of your accounts
• C. It depends upon the specific objectives of each post.
• D. The number of interactions/engagements you have with your market

Content quality in social media is important because

• A. Uninteresting content can be blocked by social media networks.
• B. It's not, actually, quantity is more important than quality
• C. If the content isn't good it won't have much visibility
• D. People are on social media to be entertained.