Agency Digital Strategy And Planning Certification

47 Questions | By Akahlow | Updated: Mar 21, 2022 | Attempts: 74

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Agency Digital Strategy and Planning Certification

Questions and Answers

1.

How are Digital Marketing and Social Media Marketing related?
- A.
  
  They’re the same thing
- B.
  
  Digital is a subset of Social
- C.
  
  Social is a subset of Digital
- D.
  
  They’re completely unrelated
2.

Class 1 “Introduction to Digital” features several examples of powerpoint slides that use multiple images to convey information. The speaker mentions that he found these on a website that he calls “the YouTube of Powerpoint Presentations”. What is the name of that website?
- A.
  
  Slidepoint
- B.
  
  Slideshare
- C.
  
  Sharepoint
- D.
  
  MySides
3.

There are 4 ways, or “pillars”, to gain business value via digital marketing. Which of the following is NOT one of the 4 pillars of business value?
- A.
  
  Sales
- B.
  
  Efficiency
- C.
  
  Audience
- D.
  
  Innovation
- E.
  
  Retention
4.

All digital strategies and tactics should aim for, and be measured by, their impact on sales.
- A.
  
  True
- B.
  
  False
5.

How many different ways are there to engage audiences digitally?
- A.
  
  Four: Buying, Entertaining, Sharing, Learning
- B.
  
  Five: Buying, Entertaining, Sharing, Learning, Getting Help
- C.
  
  Six: Buying, Entertaining, Sharing, Learning, Getting Help, Listening
- D.
  
  Seven: Buying, Entertaining, Sharing, Learning, Getting Help, Listening, Helping
6.

What is the Zero Moment of Truth?
- A.
  
  The experience of using a product
- B.
  
  The stimulus for purchasing a product
- C.
  
  The experience of purchasing a product
- D.
  
  The pre-shopping research phase of considering a product
7.

Your job is to produce 100 new high quality leads a month. But there is a lack of prospects at the top of the sales funnel. Few website visitors, no social media presence, etc… This means that you’ll have to acquire your leads in the next few months by ________________.
- A.
  
  Redesigning the website
- B.
  
  Investing time in social media
- C.
  
  Paying for ads
- D.
  
  All of the Above
8.

According to a survey cited in Module 2, the Agency “Blueprint”, which of the following is the most important way that marketing is currently being measured?
- A.
  
  Marketing-influenced sales
- B.
  
  Overall Sales
- C.
  
  Marketing ROI
- D.
  
  Conversion rate of prospects to customers
9.

An interesting type of competitor to the agency is what’s called a softserver. A softserver, such as Hubspot or Salesforce, is a software company that builds the types of tools which allow marketers to offer increasingly sophisticated types of services. What’s interesting is that these softservers are offering marketing services of their own, so they’re competing with traditional agencies. Which of the following is NOT true about softservers?
- A.
  
  Their core metric is churn rate.
- B.
  
  Their marketing services typically cost more than traditional agency services.
- C.
  
  They have no serious competitors.
- D.
  
  None of the Above are true
10.

The top ad that appears on a Search Results Page is based on:
- A.
  
  Maximum Relevance
- B.
  
  Alphabetical Order
- C.
  
  A Dynamic Algorithm that re-orders based on number of clicks
- D.
  
  Maximum Bid
11.

Organic (unpaid) Search Results in Google are based mainly on which of the following factors?
- A.
  
  Layout
- B.
  
  Metatags
- C.
  
  Inbound links
- D.
  
  An ever-changing algorithm factoring in all of the above
- E.
  
  Keywords
12.

One of the main benefits of using social ads on Facebook is:
- A.
  
  They’re less expensive, as your company pays per impression rather than per click
- B.
  
  They’re able to be highly targeted, by user demographic, location and/or interests
- C.
  
  Facebook users click ads at a much higher rate than they do on search engines such as Google
- D.
  
  All of the Above are main benefits of using social ads on Facebook
13.

The benefit of using call tracking, which is the activity of tracking exactly where phone calls to your business are coming from (e.g. Social network Advertising, Organic Search, etc…), is ______________
- A.
  
  Customer persona development
- B.
  
  Full Attribution of lead to source of lead
- C.
  
  Behavioral Targeting
- D.
  
  Customer Service
14.

According to a study cited in Module 4, about connecting agency services to metrics, the companies who rate themselves most highly in how they use _____________ are also the ones with the highest lead conversion percentage.
- A.
  
  Marketing Automation
- B.
  
  Marketing Scorecards
- C.
  
  KPI’s
- D.
  
  None of the Above
15.

Projecting goals is a crucial aspect of putting together the marketing scorecard. According to the lesson, goals should be set for the next 12 months in order to capture any seasonality fluctuations and abnormalities
- A.
  
  True
- B.
  
  False
16.

Most marketers do not use a marketing scorecard, which contributes to the #1 frustration of clients, which is accountability
- A.
  
  True
- B.
  
  False
17.

Which of the following is more important in social media marketing?
- A.
  
  The number of fans/followers you have
- B.
  
  The degree of influence that your fans/followers have
18.

Because fostering conversations with those people interacting with your social media is important, it’s crucial to always allow and respond to comments on anything you post.
- A.
  
  True
- B.
  
  False
19.

Scenario: You launched a social media initiative a year ago and for whatever reason (no longer relevant, management change) you decide that it is no longer in your plans. What should you do?
- A.
  
  Continue updating. Once launched, a social media initiative is forever.
- B.
  
  Just stop updating it. Eventually, activity will slow and then cease.
- C.
  
  Archive it. Explain that you will no longer be updating it and provide a link to something you are still actively working with.
- D.
  
  Erase it. Remove all evidence of its existence, as you don’t want a content graveyard out there for anyone to find.
20.

In order to get someone to follow your brand on Twitter or like your Facebook page, it’s not enough simply to ask; it’s important to offer an incentive.
- A.
  
  True
- B.
  
  False
21.

In the Visual PR lesson, it’s advised to use a logo or company photo as the background image of your Twitter profile.
- A.
  
  True
- B.
  
  False
22.

It is recommend that if you’re using Facebook for marketing purposes that you include an image on every single post.
- A.
  
  True
- B.
  
  False
23.

What does Instagram allow you to do with your photos to make them more visually interesting?
- A.
  
  Adjust the color of photos
- B.
  
  Add interesting filters to photos
- C.
  
  Crop photos creatively
- D.
  
  All of the Above
24.

The term for something that displays data in a visual way is _________________.
- A.
  
  Chart
- B.
  
  Infographic
- C.
  
  Graph
- D.
  
  Typography
25.

An agency can lose a client for a variety of reasons, one of which is that some agencies mistakenly focus on _________________.
- A.
  
  Outputs over Outcomes
- B.
  
  Process over Performance
- C.
  
  Retention over Acquisition
- D.
  
  All of the Above

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