CM1 Assessment Digital Marketing Exam Review
Consumer/Customer Insights - ANS-At the heart of marketing.
Conversion Funnel - ANS-A framework that helps marketers understand the customer's journey or
experience with their brand. There are six stages of a conversion funnel are: Awareness, Conside...
CM1 Assessment Digital Marketing Exam Review
Consumer/Customer Insights - ANS-✔✔At the heart of marketing.
Conversion Funnel - ANS-✔✔A framework that helps marketers understand the customer's journey or
experience with their brand. There are six stages of a conversion funnel are: Awareness, Consideration,
Comparison, Conversion, Retention, Referral/Advocacy
Lead - ANS-✔✔A prospective customer. A qualified lead is a prospective customer who has shown
intent to purchase or has requested additional information.
Awareness - ANS-✔✔A potential customer is just learning about your brand/company and you need to
actively engage them.
Consideration - ANS-✔✔The potential customer is willing to consider your product/service
Comparison - ANS-✔✔The potential customer is evaluating your brand/company against competitors
Conversion - ANS-✔✔The potential customer makes a purchase and becomes an actual customer
Retention - ANS-✔✔Your customer has repurchased your product/service
Referral/Advocacy - ANS-✔✔Your customer becomes an advocate for your brand
Persona - ANS-✔✔A written description of a brand's ideal customer, informed by quantitative and
qualitative data. A persona typically includes details like demographic information, behavioral
information, and motivations/goals.
, Audience Segmentation - ANS-✔✔The process of dividing groups according to shared characteristics.
Some examples of audience segmentation include: Behavioral, Attitudinal, Geographic, and
Demographic
Positioning - ANS-✔✔A way to distinguish a product or organization in the minds of their ideal
customers. "What a product does, and who it is for"
Unique Selling Proposition - ANS-✔✔A type of positioning that focuses on a specific factor or
consideration that differentiates a product or organization.
Market Research - ANS-✔✔Valuable information that marketers collect and analyze to better
understand their customers and how their product or organization fits their needs. Market research can
include: primary research data and secondary research data.
Primary Research Data - ANS-✔✔Information that can be gathered firsthand and is "owned" by your
organization
Secondary Research Data - ANS-✔✔Information that can be gathered from outside sources
Brand Definition - ANS-✔✔The process of creating a defining name, symbol, feature, or quality that
distinguishes an organization or product from competitors
Creative Brief - ANS-✔✔A document that defines expectations between a marketer and an agency. A
brief is concise but contains essential information.
Gated Content - ANS-✔✔Any resource that requires users to provide some information before they are
able to access the materials.
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