When building a social media strategy, what is the correct order of steps you need to always remember A First, choose the tool (the platform), then listen to what is happening on the platform B First, choose your platforms and then build a strategy around it C First, choose your strategy, then decide what platforms fit that strategy best D First, choose your platforms and then build your business goals around it You ran social media ads to raise awareness about a new product launch coming up Which metric would be the best KPI to measure the success of this type of campaign A Clicks on the ads B Shares of the ad C Impressions or reach D Engagement with the ad For any digital marketing execution, your KPIs should link to A Your return B Your content strategy C Your business or marketing objectives D Your investment With all the different marketing funnels that exist (4 stage funnel, 6 stage funnel, AIDA, Customer Lifecycle, VAC, etc ) why are they even something that marketing professionals need to be aware of What type of benefit do they bring A The funnel is simply a way to visualize conversions There are so many because people visualize differently, but, they're all saying the same thing B None of these are true C No matter which funnel is used by a marketer, the funnel functions as a tool to create strategy around because it helps you to understand where your customers are in different stages of the customer journey D The funnel is not helpful, it is theory based and learned in courses but not actually implemented in the business world What is a session A an online discussion B A group of interactions with your company's website C None of these D A period of time What is bounce rate Ideally, do you want it to be high or low A Bounce rate is how quickly visitors saw your digital ad or social media ad and clicked through to your website You want it to be high for better conversion B Bounce rate isn't a term used in the digital world C Bounce rate is the percentage of users who exited your site after the 1st page Bounce rate indicates poor engagement with your content and thus, you want bounce rate to be low D Bounce rate is how quickly visitors move around your website from page to page, you want it to be high, as that means they are engaged What is a conversion rate A None of these reflect what conversion rate means B The number of people who bought for the first time (you converted them to your brand) all visitors C The number of people that joined your program all visitors to your site D The number of people who converted all visitors It's shown as a percentage and what is measured can vary based on your objective (i e conversion might be a click thru, or, it could be filling in a form, or purchasing something) In digital marketing, what is meant by 'direct' A Direct are visitors who googled your company and clicked on your site (i e they googled Amazon, and then clicked on the Amazon link when the search results displayed) B Direct has nothing to do with digital marketing C Direct are visitors who used a link embedded in an email your sent them D Direct is those visitors who went directly to your website by literally typing in the URL and or bookmarking it on their web browser What is a buyer persona A It is a fictitious character(s) that represent your typical target customer(s) based on comprehensive audience research B None of these are true C They are predefined email groups that companies split based on target segments to deliver specific messages to D They are not a marketing tool What is remarketing A Remarketing is when you use older previous campaigns again to save money B Remarketing is simply delivering a digital ad multiple times to a customer in hopes that they convert C Remarketing is a made up word D Remarketing is targeting people who have fallen out of the funnel (i e churn rate) and need to be brought back into the funnel to continue their customer journey What is the 'digital disclaimer' that we talked about in the beginning of the semester A The fact that digital is not very precise and you have a lot of guessing involved in your strategies B The fact that digital is not a valid marketing tool yet and is still something that is being tested for its viability to actually produce ROI C The fact that digital is constantly changing at an alarming rate and thus, what is commonplace for digital strategy and analytics today, could be outdated tomorrow D None of these are true, there is no 'digital disclaimer'

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When building a social media strategy, what is the correct order of steps you need to always remember? A. First, choose the tool (the platform),

When building a social media strategy, what is the correct order of steps you need to always remember?

A. First, choose the tool (the platform), then listen to what is happening on the platform
B. First, choose your platforms and then build a strategy around it
C. First, choose your strategy, then decide what platforms fit that strategy best
D. First, choose your platforms and then build your business goals around it

You ran social media ads to raise awareness about a new product launch coming up. Which metric would be the best KPI to measure the success of this type of campaign?

A. Clicks on the ads
B. Shares of the ad
C. Impressions or reach
D. Engagement with the ad

For any digital marketing execution, your KPIs should link to:

A. Your return
B. Your content strategy
C. Your business or marketing objectives
D. Your investment

With all the different marketing funnels that exist (4-stage funnel, 6-stage funnel, AIDA, Customer Lifecycle, VAC, etc.) why are they even something that marketing professionals need to be aware of? What type of benefit do they bring?

A. The funnel is simply a way to visualize conversions. There are so many because people visualize differently, but, they're all saying the same thing.
B. None of these are true
C. No matter which funnel is used by a marketer, the funnel functions as a tool to create strategy around because it helps you to understand where your customers are in different stages of the customer journey
D. The funnel is not helpful, it is theory-based and learned in courses but not actually implemented in the business world

What is a session?

A. an online discussion
B. A group of interactions with your company's website
C. None of these
D. A period of time

What is bounce rate? Ideally, do you want it to be high or low?

A. Bounce rate is how quickly visitors saw your digital ad or social media ad and clicked through to your website. You want it to be high for better conversion
B. Bounce rate isn't a term used in the digital world
C. Bounce rate is the percentage of users who exited your site after the 1st page. Bounce rate indicates poor engagement with your content and thus, you want bounce rate to be low.
D. Bounce rate is how quickly visitors move around your website from page to page, you want it to be high, as that means they are engaged

What is a conversion rate?

A. None of these reflect what conversion rate means
B. The number of people who bought for the first time (you converted them to your brand) / all visitors
C. The number of people that joined your program / all visitors to your site
D. The number of people who converted / all visitors. It's shown as a percentage and what is measured can vary based on your objective (i.e. conversion might be a click-thru, or, it could be filling in a form, or purchasing something).

In digital marketing, what is meant by 'direct'?

A. Direct are visitors who googled your company and clicked on your site (i.e. they googled Amazon, and then clicked on the Amazon link when the search results displayed).
B. Direct has nothing to do with digital marketing
C. Direct are visitors who used a link embedded in an email your sent them.
D. Direct is those visitors who went directly to your website by literally typing in the URL and/or bookmarking it on their web browser.

What is a buyer persona?

A. It is a fictitious character(s) that represent your typical target customer(s) based on comprehensive audience research
B. None of these are true
C. They are predefined email groups that companies split based on target segments to deliver specific messages to.
D. They are not a marketing tool

What is remarketing?

A. Remarketing is when you use older/previous campaigns again to save money
B. Remarketing is simply delivering a digital ad multiple times to a customer in hopes that they convert
C. Remarketing is a made-up word
D. Remarketing is targeting people who have fallen out of the funnel (i.e. churn rate) and need to be brought back into the funnel to continue their customer journey

What is the 'digital disclaimer' that we talked about in the beginning of the semester?

A. The fact that digital is not very precise and you have a lot of guessing involved in your strategies.
B. The fact that digital is not a valid marketing tool yet and is still something that is being tested for its viability to actually produce ROI.
C. The fact that digital is constantly changing at an alarming rate and thus, what is commonplace for digital strategy and analytics today, could be outdated tomorrow.
D. None of these are true, there is no 'digital disclaimer'