Exam (elaborations)
WGU Digital Marketing Science - D378
WGU Digital Marketing Science - D378
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WGU Digital Marketing Science - D378Search, Email, Social Media Ads, Paid Content, Blogs, Video - ANS-Steps in Consideration
(Buyers Journey)
App Purchase, Store Purchase, Online Purchase - ANS-Steps in Purchase (Buyers Journey)
Forums, Social Media Mentions, Surveys, Reviews, Testimonials - ANS-Steps in Advocacy
(Buyers Journey)
Customer Support, Rewards Program, Newsletter/Blog Subsciber - ANS-Steps in Loyalty
(Buyers Journey)
PR, Outdoor Ads, Print Ads, Online Ads, Radio/TV, Word of Mouth - ANS-Steps in
Awareness(Buyers Journey)
Plan, Do, Check, Act - ANS-Marketing Iterative Process
Analyzing the buyer's journey helps companies understand the touchpoints at which buyers
engage, making it possible to tailor those touchpoints to better engage buyers throughout the
journey. - ANS-Purpose of Buyers Journey
Buyer personas, also referred to as customer personas, help marketers clearly define specific
customer segments by creating fictionalized, but reality-based, profiles of typical customers in a
segment. - ANS-Purpose of Buyer Personas
Understanding the competitive environment and how to utilize available resources - ANS-Which
benefit can be obtained by performing a SWOT analysis while building a digital marketing
strategy?
Execute - ANS-Which stage of a digital marketing strategy involves launching campaigns and
engaging customers through social media?
Analyzing website traffic, Calculating return on investment (ROI) - ANS-Which two actions are a
part of the measuring stage of building a digital marketing strategy?
True - ANS-(T/F) In the research stage of developing a digital marketing plan, search engine
optimization (SEO) audits are necessary due to changes in algorithms.
What is the organization's reason for existence? - ANS-Which question does an organization's
mission statement answer?
,Clicks/impressions - ANS-How is click-through rate (CTR) calculated?
The National Advertising Review Board - ANS-Which organization oversees companies'
messages to potential customers to evaluate the legitimacy of the information?
Duty of beneficence - ANS-Which moral obligation to the customer is compromised by including
the features?
Research - ANS-Which stage of a digital marketing strategy asks, "Where are we now?"
Analyze and adjust - ANS-Which stage of digital marketing strategy development is
characterized by updating the marketing channel mix and budget?
Nonmaleficence - ANS-What is a marketer's duty to avoid harming consumers known as?
Consumer intent - ANS-What should a marketer consider in addition to demographics when
defining the target audience?
The activist - ANS-Which type of influencer uses their platform primarily as a means to effect
global change?
False - ANS-In a conversion funnel, the longer a consumer stays in the funnel, the more likely
they are to get lost and lose interest in the product.
They help companies select the appropriate platform and curate content to reach target
audiences. - ANS-Which role do demographics play in social media marketing?
It has broadened consumers' selection of brands as they move through the sales cycle and has
pushed them to evaluate satisfaction after purchase. - ANS-How has social media marketing
changed traditional sales funnel models?
True - ANS-(T/F) "Riding the hashtag" is a social media tactic that involves companies jumping
into short-term, trending conversations.
It allows for a more detailed response and personalized attention. - ANS-What is an advantage
of switching channels when addressing consumer complaints via social media?
They show consumers content from companies they have interacted with in the past. -
ANS-How do algorithms affect the reach of a company's social media marketing campaigns?
SEM is a method of online marketing where an organization works to ensure their website
appears in search results and uses a blend of marketing and technical skills. - ANS-What is
SEM?
, There are three ways of looking at a keyword query, from first-time anonymous users, repeat
users who are not logged in to Google, and logged-in users. Google collects data from the latter
two groups to tailor their results. - ANS-three ways of looking at a keyword query
Higher probabily of concersion, less competition - ANS-There are three ways of looking at a
keyword query, from first-time anonymous users, repeat users who are not logged in to Google,
and logged-in users. Google collects data from the latter two groups to tailor their results.
To avoid development pages from being indexed - ANS-What is the purpose of a website owner
using a robots.txt file?
False - ANS-(T/F) Search engine optimization (SEO) often discourages putting several images
and videos on web pages since these creative objectives are not SEO friendly.
Incorporate keywords into posts, Include visually appealing content - ANS-What are two ways to
optimize social presence using social media?
The title tag - ANS-Which location is it crucial for a designer to place keywords in?
Create a responsive design - ANS-How can a designer make a company website mobile
friendly?
By making it as short as possible - ANS-How can a designer help a website's URL to be search
engine friendly?
It is capable of testing only one idea at a time. - ANS-What is one disadvantage of using A/B
testing for an ad campaign?
It has an immediate effect, It is easy to measure. - ANS-What are two characteristics of paid
search?
Conversions - ANS-Which metric should the brand focus on for its bid strategy?
Snippet - ANS-Which type of extension would be used in a pay-per-click ad to highlight different
services or features of the business in the ad?
When the campaign needs a boost to be seen by more people - ANS-When should a broad
match strategy for keywords be implemented?
It increases click-through rate., It enables specialized targeting. - ANS-What are two benefits of
using dynamic keyword insertion?
False - ANS-(T/F) Every increase in conversion is good for an organization.
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