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Digital Marketing Institute Exam
Digital marketing - answer-the use of new media or digital technology to achieve
marketing and business goals
outbound marketing - answer-begins with the brand advertiser pushing out a message
to a specified target audience with the objective being to drive awareness of a product
or service
inbound marketing - answer-involves trying to pull your audience towards your content,
brand, or service. the focus is on creating compelling content to draw your customers to
your brand
owned media - answer-the media you create and manage
paid media - answer-media or advertising that you have paid for to drive banner and
video viability, or clicks and traffic, to your product, website, or service
earned media - answer-free publicity generated by consumers, PR, influencers, and
people who speak about and share content related to your brand or product. brand
advocates live here
direct marketing - answer-involves promoting and selling directly to the end buyer from
the manufacturer with no other media owner involved
print - answer-advertising that uses physically printed media to reach consumers and
prospects, such as newspapers, brochures and magazine ads
outdoor - answer-billboards, bus stops and smaller placements, bus sides, building
wraps and installations and so on
referral - answer-involves promoting products or services to new customers through
referrals, usually by word of mouth
3i principles - answer-initiate, iterate, integrate
initiate - answer-start with what the customer actually wants and work backwards
through your strategy towards your objective
iterate - answer-testing and improving your activity now that you understand more about
the audience, the channels they use, and how they view your brand online
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integrate - answer-focused on two parts: selling your strategy to get approval from the
organization to move forward, and then integrating your findings and strategy across the
different channels
email and automation marketing - answer-used for conversion and loyalty. aim to reach
out to the customers at the right time to lead them to a conversion destination, such as
a landing page
audience research - answer-designed to establish the size, composition, and
characteristics of a group of individuals who are, or could be, potential customers
demographics - answer-hard facts about your audience. whether they are male or
female, how old they are, what their profession is, whether they are married, where they
live, whether they go/went to college
psychographics - answer-anything that your audience might be interested in, beliefs, life
goals, or opinions. its about gaining deep understanding of your audience's aspirations
behavioral data - answer-about how people use your product, or even how they
navigate on your website, and how they use different
What are the benefits of including and digital marketing activities when creating a
marketing campaign? - answer-optimize for scale and relevance and uses every
audience's point of contact
Which DMI 3i principle is illustrated by applying your customer engagement learnings to
your digital marketing strategy? - answer-iterate
In order to establish myself as a digital marketing expert, I will complete a diploma in
digital marketing. What elements of a SMART objective are illustrated in the statement
above? - answer-specific and measurable
When consider entering a new market or cultural community, why is it beneficial to
conduct cultural research first? - answer-to prevent misconceptions and help you adapt
your positioning and offer to fit in a global context
You are researching your competitor's target market to find out how to achieve their
community is and what their audience is saying about their brand. What tool or source
of information is best suite to provide the competitive insight? - answer-social media
You are conducting research on your product and the factors that affect its
performance. What type of industry trend tools can provide you with access to trending
topics online? - answer-tweetdeck and eMarketer
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Your prospect is aware they have a problem and have identified a potential solution for
it. They are now at the stage where they are evaluating their options. What stage of the
buyer's journey is your prospect at? - answer-consideration
Identifying market opportunities, developing creative concepts, and leveraging PR,
influencer, and branding formats are all activities involved in which marketing function? -
answer-awareness
What are the two main benefits of a 360 campaign? - answer-it covers the entire buying
cycle and optimizes for scale and balance
A person reads an article about the effects of sun damage on skin and searches on
Google for the best way to protect their skin. They discover your company's blog about
the Top Ten Ways to Protect Your Skin In the Sun. What marketing function and stage
in the buyer's journey are aligned in this scenario? - answer-awareness function and
awareness stage
content marketing - answer-tool that allows you to bring your potential customers along
the journey of what it is you do and hopefully, convert them
benefits of content marketing - answer-grow, recruit, increase, generate, enhance
content marketing: grow - answer-be able to grow a community around what it is you
are trying to sell
content marketing: recruit - answer-help you get a sense of influence or credibility about
what it is you're looking to do in the wider market and recruit people to believe in what
you are trying to achieve
content marketing: increase - answer-increase SEO
content marketing: generate - answer-lead generation
content marketing: enhance - answer-enhancing your understanding of your business,
enhancing what your proposition is in the market, and enhancing your affinity with
potential customers
effective content - answer-relevant, personalized, educational, addresses needs and
interests, includes explicit CTAs, demonstrates a solution
content groups - answer-topical and evergreen
topical content - answer-newsworthy, time-sensitive content that is linked to a topic and
is best suited for a particular moment in time
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