1.
How are Digital Marketing and Social Media Marketing related?
A. 
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. 
B. 
C. 
D. 
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. 
B. 
C. 
D. 
E. 
4.
All digital strategies and tactics should aim for, and be measured by, their impact on sales.
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.
One recommendation made in the Digital Strategy and Planning lesson is to create a SWOT analysis specifically for digital. What does the acronym SWOT stand for?
A. 
Strengths, Weaknesses, Opportunities, Threats
B. 
Search, Website, Outbound, Targeting
C. 
Search, Website, Opportunities, Threats
D. 
Strategy, Website, Objectives, Tactics
7.
As explained in the Digital Strategy and Planning lesson, a smart alternative to focusing on keywords in search marketing is focusing on ____________.
A. 
B. 
C. 
D. 
8.
____________ is an important factor in improving your website’s CRO (conversion rate optimization).
A. 
B. 
A/B and multivariate testing
C. 
D. 
9.
The most people do which of the following?
A. 
Research online, Purchase online
B. 
Research offline, Purchase online
C. 
Research offline, Purchase offline
D. 
Research online, Purchase offline
10.
The acronym RACE is used in the Digital Planning lesson to understand the marketing funnel. R is for Reach, making consumers aware of your offering. A is for action, when consumers decide to make a purchase. C is for conversion, actually making the purchase. E is the final stage of the marketing funnel. What does it stand for?
A. 
Engagement, when customers become advocates
B. 
Earned, when you’ve earned the customers business
C. 
Efficiency, when you’ve achieved the highest conversion from the Reach stage to the Conversion stage
D. 
Endurance, when your customers make repeat purchases and become lifetime customers
11.
Which of the following lenses of measurement is an analytics approach focused on the customer?
A. 
B. 
C. 
D. 
12.
Session-based measurement, which views each interaction that a customer has with your various marketing endeavors as separate events, is the ideal that Google is moving towards.
13.
Customer interviews are a great way to learn about who your customer is. Why is it advised that you record these interviews?
A. 
To maintain an archive for later viewing
B. 
So that you do not have to take notes during the interview
C. 
To pay attention to the specific language that they use
D. 
14.
Keywords, for search marketing purposes, do not have to be a single word. A keyword can be a phrase or a question.
15.
A completed persona includes the specific problems that this representation of your customer is trying to solve.
16.
A persona is best described as
A. 
B. 
A demographic profile of an actual, typical customer
C. 
A look inside the head of a representative customer
D. 
17.
It’s important that you collect as much information from your leads as possible up front, on first contact.
18.
Your landing page will be most effective if it most resembles ____________.
A. 
B. 
C. 
The ad that is the referring ad to that landing page
D. 
19.
The rule of thumb for the amount of copy on a landing page is ______________.
A. 
As little copy as possible
B. 
The least amount of copy necessary to convince users to take a particular action
C. 
A wide variety of offers and possible actions to take
D. 
As much copy that fits in a certain designated area
20.
Which of the following qualifies as an important item to include on your landing page?
A. 
B. 
C. 
D. 
Company Mission Statement
21.
On your landing page, you will surely have a big, colorful button that indicates what action you wish your prospect to take. True or False: A large, graphical red arrow pointing to that button will help your conversion rate.
22.
It is possible to rewrite or “flatten” a url for SEO purposes.
23.
In SEO, reciprocal linking, trading links with another website in order to boost your search engine results, is a recommended best practice.
24.
SEO is comprised of three main areas: Technical, On-site optimization, and Off-site promotion. However, this categorization does not include the foundation of both on-site optimization and off-site promotion, which is ______________.
A. 
B. 
C. 
D. 
25.
The term “code weight” is most directly referenced when assessing ___________ for SEO purposes.
A. 
B. 
C. 
D. 
The density of text on a page