Digital Marketing Aptitude Quiz! Exam
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- 1.The overall value of a brand is measured in terms of its___.
- A.
Total income
- B.
Product/service being offered
- C.
Social media presence
- D.
Business strategy
- E.
Brand equity
- 2.Why is it important to have a digital marketing strategy?
- A.
A digital marketing strategy creates consumer demand by using the power of the interconnected, interactive web.
- B.
A digital marketing strategy rigidly determines the foundation for the brand's strategy.
- C.
A digital marketing strategy allows the brand to create separate business and brand-building objectives for the digital vs the traditional spheres.
- D.
A digital marketing strategy reduces the need for digital marketing strategists to constantly measure and adapt to ensure the highest ROI.
- E.
A digital marketing strategy defines how a brand will leverage digital channels to fulfil a business challenge or objective.
- 3.When creating and implementing a digital marketing strategy, which of the following should a business avoid?
- A.
Examining the context of the organisation and the various stakeholders.
- B.
Identifying the supporting value-adds to the brand promise that are unique to the digital landscape.
- C.
Considering objectives, tactics, KPIs and targets.
- D.
Finding a way to work agility into the strategy.
- E.
Deriving goals of a website or campaign separately from the brand's objectives.
- 4.The Four P's of marketing help you structure the components that make up a brand's offering. What are the Four P's of marketing?
- A.
People, Place, Power, Price
- B.
Price, Place, Product, People
- C.
Product, Price, Purpose, People
- D.
Purpose, Potential, Price, Product
- E.
Product, Price, Place, Promotion
- 5.What is the Porter's Five Forces analysis?
- A.
It's a mindmap of how the business will achieve its objectives using five forces of marketing.
- B.
It's a business tool that helps calculate the wins and losses so that the brand can identify weaknesses to work on.
- C.
It's an analysis of five different ways a businesscan track the outcome of a campaign.
- D.
It's a marketing strategy tool that can only be used to understand the competition that the brand faces in the market.
- E.
It's a business tool that helps determine the competitive intensity and attractiveness of a market.
- 6.What does SMART stand for?
- A.
Specific, manageable, attractive, realistic and tactical.
- B.
Smart, measurable, accessible, realistic and tactical
- C.
Specific, measurable, achievable, reachable to audience and temporary
- D.
Specific, measurable, achievable, realistic and time-bound
- E.
Specific, measurable, attainable, realistic, time-bound
- 7.What is Digital Marketing fundamentally powerful for?
- A.
Creating engaging campaigns and you have improved conversion rates.
- B.
Global reach and you can get involved in social media.
- C.
Effective customer service and data collection.
- D.
Personalized marketing and it is highly cost-effective.
- E.
It is almost completely measurable and your audience can be segmented very precisely
- 8.What is positioning?
- A.
Determining where your online ads will be served
- B.
Allowing people to go directly to the business instead of transacting through a middleman
- C.
Allowing tactics and strategies to be modified and optimised as you go
- D.
Creating a roadmap for achieving your business goals
- E.
Situating your brand in a unique place in people’s minds
- 9.When setting specific digital marketing goals, what are the four key aspects to consider?
- A.
Time; Budget; Performanc; Digital Channels
- B.
Economical factors; Political climate; Advances in technology; Changes in digital trends
- C.
Digital Channels; Target Audience; Objectives; Budget
- D.
Target audience; segmentation; positioning; objectives
- E.
Objectives; Tactics; Key performance indicators (KPIs); Targets
- 10.What is user-centric thinking?
- A.
Taking time after a project or service has been delivered to consider the user journey.
- B.
If your current marketing strategy does not work, attempting to place hte user at the core of all business decisions.
- C.
Selling a product or service according to the business needs and objectives.
- D.
Thinking about the users' needs after defining the features of benefits of a product/service.
- E.
Placing the user at the core of ALL decisions
- 11.A brand creates a user persona for Courtney, who is driven by emotion, rich storytelling, and social belonging. What does this imply for a brand?
- A.
This knowledge of the user means that the brand should look into developing an app that caters to the user's social activities.
- B.
The brand needs to understand the importance of creating socially rich platforms for users to buy into.
- C.
The brand should now understand how to properly communicate with their audience by implementing more KPI's.
- D.
The brand needs to implement a matrix sampling method on users to allow the brand to see further opportunities.
- E.
This knowledge should drive how the brand communicates with the persona and how the brand experience is tailored to make her feel like part of a community.
- 12.Which of the following statements is false?
- A.
Digital disruption can appear in many small and large ways and is not just continuing, but accelerating.
- B.
One of the results of digital tools and media is a destabilising of the status quo.
- C.
Marketers are forced to keep cognisant of global shifts while tracking and focusing on niche communities and specific segments within their market.
- D.
Attention economy is a term used to describe the large number of things competing for customer attention.
- E.
Rather than making stuff people want, successful organisations are focused on making people want stuff.
- 13.Which of the following is NOT a demographic factor?
- A.
Income
- B.
Race
- C.
Gender
- D.
Age
- E.
Personality
- 14.Which of the following is a psychographic factor?
- A.
Trends
- B.
Occupation
- C.
Marital status
- D.
Education level
- E.
Motives
- 15.Which of the following explains why default options work for decision making?
- A.
They offer a path of least resistance
- B.
They serve as a social signal
- C.
They offer assurance
- D.
They take advantage of loss aversion
- E.
All the above answers are reasons why default options are good
- 16.Secondary data can:
- A.
Provide enough information to solve the problem at hand, thereby negating the need for further research.
- B.
Provide sources for hypotheses that can be explored through primary research.
- C.
Provide information to inform primary research, such as sample sizes and the audience.
- D.
Be used as a reference base to measure the accuracy of primary research.
- E.
All of the above
- 17.What is an online ethnography?
- A.
An examination of the number of people who view your website.
- B.
An online survey targeted towards consumers to gain better insights on a subject.
- C.
The collection of data to present a new set of findings from original research.
- D.
Data that is online that can be observed but not measured
- E.
Researchers immersing themselves in a particular environment in order to gather insights.
- 18.Customers can be particularly vocal about companies and products. What can tracking and monitoring this data help you establish?
- A.
New audiences
- B.
Research sampling method
- C.
Qualitative data
- D.
Quantitative data
- E.
Customer sentiment
- 19.Fill in the blank: The validity of any data must be considered in light of your _________ design.
- A.
Visual
- B.
Social
- C.
Product
- D.
Marketing
- E.
Research
- 20.Which of the following cannot be used to measure success?
- A.
How frequently people visit and engage on your site.
- B.
Gross or median order value of sales.
- C.
Service-related metrics like retention and acquisitions.
- D.
Technical performance metrics.
- E.
Examining whether or not your organisation is data-led.
- 21.What is the goal of analyzing data?
- A.
To make sure the company updates its consumer engagement processes and governance strategy accordingly.
- B.
To make the data available to customer-facing staff as well as product designers.
- C.
To make sure your company's data is organised.
- D.
To make it easy to understand.
- E.
To look for patterns and think about what those mean so that your business can make data driven decisions.
- 22.What does NPS stand for?
- A.
Net Profit Score
- B.
Net Production Score
- C.
Net Preference Score
- D.
Net Performance Score
- E.
Net Promoter Score
- 23.Which of the following is NOT one of the main forms of data?
- A.
Algorithmic Intelligence
- B.
Business Intelligence
- C.
Customer Intelligence
- D.
Software Intelligence
- E.
Product Intelligence
- 24.What best describes 'leading indicators'?
- A.
Leading indicators are pieces of information from right now.
- B.
Leading indicators are only useful for tech-focused brands.
- C.
Leading indicators show your past performance.
- D.
The immediate environment is a leading indicator.
- E.
Leading indicators help you define your strategy for moving the business forward.
- 25._______________ is a massive network of connected ‘things’, people, coffee makers, and almost anything else that can be given a connection to the Internet.
- A.
The Internet of Everything
- B.
A Search Engine
- C.
Google
- D.
Social Media
- E.
The Internet of Things
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