Incircle Digital Marketing Training Assessment

Organic traffic refers to visitors who come to a website through natural search engine results. These visitors find the website by typing relevant keywords into a search engine and clicking on the organic (non-paid) search results. This type of traffic is considered valuable as it indicates that the website is ranking well in search engine algorithms and is attracting visitors who are genuinely interested in its content or products.

Facebook is the largest social media network in the world because it has the highest number of active users compared to other platforms such as YouTube, Google, and Twitter. With over 2.8 billion monthly active users as of 2021, Facebook has a significant lead in terms of user base and global reach. It offers a wide range of features and services, including connecting with friends and family, sharing content, joining groups, and advertising, making it the go-to platform for social networking.

Amazon, eBay, and Alibaba are examples of online marketplaces. Online marketplaces are platforms where multiple sellers can list and sell their products or services to a wide range of customers. These platforms provide a centralized location for buyers and sellers to connect and conduct transactions. Users can browse through various products or services, compare prices, and make purchases directly from different sellers. Online marketplaces often offer a wide range of products and services, making it convenient for buyers to find what they need in one place.

In WordPress, you can change your themes by accessing the "WordPress Appearance" option. This option allows you to customize the look and feel of your website by selecting and activating different themes. Themes control the overall design, layout, and functionality of your WordPress site, so changing the theme can significantly alter its appearance. The "WordPress Settings" option is used for configuring various settings related to your website, while "WordPress Plugins" are used to extend the functionality of your site. The "wp-config.php" file, on the other hand, is a configuration file that contains various settings for your WordPress installation, but it is not directly used for changing themes.

The statement is false because getting social does not directly lead to hacking of a website. While there are risks associated with being active on social media, such as phishing attacks or sharing sensitive information, socializing alone does not automatically result in website hacking. Hacking usually occurs due to vulnerabilities in the website's security measures or through targeted attacks, rather than simply engaging in social activities.

EduToys can use marketing research to better understand their target market segment and customer preferences, which will help them tailor their products and marketing strategies accordingly. They can also utilize branding and advertising to reach a wider audience by advertising on various platforms such as TV, radio, and newspapers. Retail marketing can be employed to create a distribution channel and sell their products directly to shops. Additionally, corporate sales can be pursued to sell their products to retailers like WalMart, K-Mart, Amazon, Alibaba, etc. By utilizing all of these marketing aspects, EduToys can increase their revenues and reach their primary objective.

The correct answer is all of these. This means that all the mentioned tools, including word trackers, Google insights for search, and the AdWords keyword tool, can be used to conduct keyword research. These tools provide valuable insights and data on keyword popularity, search volume, and competition, helping users optimize their content and improve their website's visibility in search engine results.

Companies typically market their products or services to targeted audiences based on demographics. Demographics refer to characteristics such as age, gender, income, education, occupation, and marital status. By understanding the demographic profile of their target audience, companies can create marketing strategies and messages that resonate with their specific needs, preferences, and behaviors. This allows them to effectively reach and engage their target market, increasing the chances of successfully selling their products or services.

The options "Text", "Images & Text", and "Hyperlinks" can all be used for a Facebook AD. Therefore, the correct answer is "All of the above".

The Right Hand Side placement is best used when the objective is to maximize impressions and create brand awareness. This is because the Right Hand Side placement allows ads to be displayed on the right side of the screen, where they can reach a wide audience and increase visibility. By maximizing impressions, businesses can increase the number of times their ad is seen, which can lead to increased brand awareness and recognition among consumers.

SEO (Search Engine Optimization) and PPC (Pay-Per-Click) are two different strategies used in digital marketing. SEO focuses on optimizing a website to improve its visibility in search engine rankings, which in turn generates organic (unpaid) traffic to the website. On the other hand, PPC involves paying for advertisements that appear on search engine results pages, social media platforms, or other websites. PPC is commonly used for branding purposes, as it allows businesses to reach a wider audience and increase brand awareness through targeted advertisements. Therefore, the given answer correctly highlights the difference between SEO and PPC in terms of their primary purposes.

Reducing the number of customers dropping out is an activity involved in improving each step of the conversion hierarchy. By focusing on reducing customer churn or dropout rates, businesses can increase the likelihood of customers progressing through each step of the conversion process. This can lead to higher conversion rates and ultimately improved revenue generation. Defining revenue as the primary metric is not directly related to improving each step of the conversion hierarchy, and reducing the number of customers in step 1 of the conversion hierarchy is not mentioned as an activity involved in improving each step.

The correct answer is "When the product is entirely distributed through online channels." In this scenario, the entire distribution strategy is closely linked to the digital marketing strategy because the product is being distributed solely through online channels. This means that the digital marketing strategy will play a crucial role in reaching and attracting customers, as well as in delivering the product to them. The distribution strategy will need to align with the digital marketing strategy to ensure seamless and efficient delivery of the product to the end customer through online channels.

CPM stands for Cost per Impressions. This term is commonly used in advertising and refers to the cost an advertiser pays for every thousand impressions of their ad. An impression occurs when an ad is displayed on a webpage or app. CPM is a metric used to measure the effectiveness and efficiency of an advertising campaign, as it allows advertisers to calculate the cost of reaching a thousand potential customers or viewers. By understanding the CPM, advertisers can assess the cost-effectiveness of their campaigns and make informed decisions about their advertising strategies.

All of the options listed (Admin, Editor, Author, Subscriber) are valid WordPress roles. WordPress roles determine the level of access and capabilities that a user has within a WordPress website. The "Admin" role has the highest level of access and control, while the "Editor" role is responsible for managing and publishing content. The "Author" role can create and publish their own posts, and the "Subscriber" role has the least privileges, allowing users to only manage their own profile and leave comments. Therefore, the correct answer is "All of the above" as all the listed options are WordPress roles.

Bounce Rate is the measurement of the percentage of your site's visitors who see only one page of your site and then leave. This metric indicates the level of engagement and relevance of your website's content to visitors. A high bounce rate suggests that visitors are not finding what they are looking for or are not interested in exploring further, while a low bounce rate indicates that visitors are engaged and navigating through multiple pages of your site.

Marketing strategy is necessary in determining a product's objective, price, distribution strategy, and budget for its marketing. This is because marketing strategy involves the overall plan and approach that a company uses to promote and sell its products or services. It includes decisions about target market, positioning, pricing, distribution channels, and promotional activities. By developing a marketing strategy, a company can align its marketing efforts with its overall business objectives and effectively reach its target customers.

The given correct answer is "none of these". This is because the statement describes a type of program used by spammers to collect email addresses, but it does not match any of the options provided. The options given are "Spam Bot", "Search", and "Primary research", none of which accurately represent the described program. Therefore, the correct answer is "none of these".

Bounce rate is defined as the percentage of visitors who leave the first page of a website they encounter without clicking to other pages on the website. This means that the visitors enter the website and immediately exit without exploring any further. Bounce rate is an important metric for website owners as it indicates the effectiveness of their landing pages in engaging visitors and encouraging them to stay on the site. A high bounce rate may suggest that the website is not meeting the expectations of its visitors or that there are issues with the user experience.

The given statement does not provide any specific data or evidence to support the claim that Twitter and YouTube combined have higher reach than Facebook. Without any quantitative or qualitative information, it is not possible to determine the accuracy of the statement. Therefore, the answer is Data Insufficient.

Ads on Facebook can appear in multiple locations, including the right-hand side, partner apps, and the news feed. This means that advertisers have the opportunity to reach users through various placements on the platform. The "All of the above" option accurately reflects this by indicating that ads can be found in all of these locations.

Pricing strategy is one of the inputs of the Evaluate DM Channels process because it helps in determining the budget and resources required for different digital marketing channels. The pricing strategy provides insights into the costs associated with each channel and helps in evaluating the feasibility and effectiveness of using different channels to reach the target audience. By considering the pricing strategy, organizations can make informed decisions about which channels to prioritize and allocate resources accordingly.

Facebook has strict policies regarding the promotion of adult products and services, including contraceptives like condoms. These policies aim to ensure a safe and respectful environment for users. Therefore, promoting condoms on Facebook is prohibited.

Email is considered the most stable distribution channel for business usage because it has been around for a long time and is widely adopted by businesses. It provides a reliable and secure way to communicate and share information, with features like encryption and authentication. Email also allows for easy organization and archiving of messages, making it a preferred choice for professional communication. Additionally, email is not dependent on any specific platform or social media network, ensuring its stability and accessibility across different devices and platforms.

An action is an activity that a user performs on a platform or application. In this case, an app install, post share, and comment are all considered actions because they involve a user actively engaging with the platform or application. These actions require the user to take specific steps to complete the task, such as installing an app, sharing a post, or leaving a comment. Viewing an ad, on the other hand, is not considered an action as it is a passive activity where the user is only observing the content without actively participating or engaging with it.

You are able to view customizable reports in the Reports tab in ads manager.

The output of the Evaluate DM Channels process, according to the SMstudy® Guide, is the Integrated DM Channel Plan. This plan is developed based on the evaluation of various digital marketing channels and their interactions. It outlines the channels to be used, their integration, and the overall strategy for implementing and managing these channels effectively.

Twitter posts, or "Tweets", are limited to 140 characters because Twitter was originally designed as an SMS messaging tool. The typical cell phone only displays a certain number of characters on the first page of a message, so Twitter adopted this limit to ensure that tweets could be easily viewed and sent via SMS.

There is no limit on the number of posts or pages you can have. This means that you can create as many posts and pages as you want on the platform without any restrictions.

A widget is a feature provided by WordPress that allows users to add content and additional features to their webpage. It is a vertical column provided by a theme that displays information other than the main content of the web page. This can include things like a search bar, social media icons, or a calendar. Widgets enhance the functionality and customization options of a website, allowing users to easily add and arrange various elements on their webpage.

Anticipated Future Scenarios is not a tool used during the Evaluate DM Channels process. The other options listed, such as SMstudy® DM Evaluation and Improvement Tool, Meetings and Discussions, and External Expertise, are all tools that can be used during this process.

A Contributor is typically responsible for editing posts, moderating comments, and deleting comments. However, creating pages is not typically a role of a Contributor.

Facebook is the correct answer because it has the largest number of active users compared to other social media platforms. It has a diverse user base, including a significant number of women. Facebook also offers various advertising options and targeting capabilities that can help businesses effectively reach their target audience, including women, through their marketing efforts.

Sending emails to every customer and apologizing to them for the inconvenience is the best way to inform customers about the maintenance work beforehand and maintain their faith in the company. This approach shows that the company values its customers and is proactive in informing them about any disruptions in service. Apologizing also demonstrates empathy towards customers, which can help mitigate any negative impact on sales and customer loyalty. Posting about the maintenance hours on social networking pages may reach some customers, but it may not be as effective as directly reaching out to each customer through personalized emails.

Placing a triangle-shaped 'Play' icon on top of the image used in an ad is acceptable when the ad is a link and directs users to a landing page that includes a video. This icon serves as a visual cue to indicate that clicking on the ad will lead to a video playback. It helps to capture the attention of users and encourages them to engage with the ad by watching the video. This practice is effective in driving traffic to the landing page and increasing video views.

A conversion tracking pixel is used to track events and measure performance. It is a small piece of code that is placed on a website or landing page to track specific actions taken by visitors, such as making a purchase or filling out a form. This pixel collects data and provides insights into the effectiveness of marketing campaigns, allowing businesses to optimize their strategies and improve their overall performance.

The correct answer is "Identify resources for each step." This is not one of the steps of the SMstudy® DM Evaluation and Improvement Tool. The tool focuses on setting up metrics and targets to measure improvements in each step, as well as identifying conversion hierarchies. However, it does not specifically mention identifying resources for each step.

The explanation for the answer "False" is that there is no specific marketing industry standard for measuring the success of social media efforts. While there are various metrics and tools available to track and analyze social media performance, there is no universally accepted standard that applies to all businesses and industries. The success of social media efforts can vary depending on the specific goals, target audience, and industry of a business. Therefore, it is important for each organization to define their own metrics and benchmarks for measuring social media success.

The user's session (or "visit") ends immediately when the user opens the same site again in a new browser. This means that if a user closes their browser and opens it again to access the same site, a new session will be started in Google Analytics.

The correct answer is AD Set. In Facebook Advertising, the budget is controlled at the AD Set level. An AD Set is a group of ads that share the same budget, schedule, and audience targeting. By setting the budget at the AD Set level, advertisers can allocate a specific amount of money to be spent on a particular set of ads, allowing for better control and optimization of their advertising campaigns.

Page engagement is not a campaign objective. Campaign objectives typically include goals such as increasing brand awareness, driving website traffic, generating leads, or increasing conversions. Page engagement refers to the level of interaction and activity on a social media page, such as likes, comments, and shares. While page engagement is important for building a strong online community and fostering relationships with followers, it is not typically considered a standalone campaign objective.

To serve Spanish language ads to Spanish-speaking users, the company should refine the targeting option of "Language targeting." This option allows the company to specifically target users who speak Spanish, regardless of their location. Regional targeting would be useful if the company wanted to target users in specific regions within the United States or other countries, but it may not necessarily ensure that the ads reach Spanish-speaking users. Demographic targeting could be useful for targeting specific age groups or genders, but it does not specifically address the language preference. Ad scheduling allows the company to control the timing of when the ads are shown, but it does not address the language targeting aspect.

Both the Business Manager and Power Editor provide the option to edit budgets. The Business Manager is a comprehensive tool that allows users to manage all aspects of their advertising accounts, including budget adjustments. On the other hand, Power Editor is a more specific tool designed for advanced advertisers and offers features such as bulk editing of campaigns, ad sets, and budgets. Therefore, both options provide the ability to edit budgets depending on the user's preference and requirements.

Social Media Marketing is not a tool that can be used to carry out digital marketing activities by an e-commerce company. While Search Engine Marketing, Mobile Device Marketing, and Telemarketing are all commonly used tools in digital marketing, Social Media Marketing refers to the use of social media platforms to promote a brand or product, rather than a specific tool or method.

If a keyword has a good click-through rate (CTR) but is not converting well, the issue may not lie with the daily budget, landing page, matching option, or language targeting. Therefore, changing the daily budget may not have any impact on the keyword's conversion rate. The correct answer could be any of the other options listed.

Guest blogging can be used to increase social media engagement and grow website traffic by providing regular posts on relevant topics, which generates interest among a wider audience. It also allows for reaching beyond the company's own social media channels to solicit feedback on existing products and upcoming product launches. Additionally, by associating with leading educational and parenting blogs, it increases brand awareness and credibility, establishing itself as a trusted content contributor and a credible source of expertise in its field.

The correct answer is a combination of competitor analysis, branding and advertising, guest blogging, and understanding user segments. By analyzing competitors' popularity and content on various platforms, EduToys can gain insights on how to improve their own reputation. Through branding and advertising campaigns, they can engage customers and create a buzz around important topics. Guest blogging allows them to reach a wider audience and establish themselves as thought leaders. Lastly, understanding which user segments are most active in promoting their social media activity helps EduToys determine if they are targeting the right audience and sharing relevant content.

Using a creative template is helpful in email marketing as it allows you to differentiate your emails from your website, giving them a completely different look. This can be beneficial in capturing the attention of your audience and making your emails stand out. Additionally, by using a creative template, you can create visually appealing emails that are engaging and memorable for your recipients.

The question asks for the targeting demographic that is NOT available. The options "Parents," "Mom," and "Dad" are all available targeting options. Therefore, the correct answer is "All of these targeting options are available."