SECTION 2 DIGITAL MARKETING SCIENCE -
D378
1. Digital marketing strategy
Answer A plan that integrates channels, content, goals, and measurement to guide customers through the
buyer's journey
2. Buyer's journey
Answer The path consumers take from awareness to purchase and beyond
3. Touchpoint
Answer Any interaction a consumer has with a brand during the buyer's journey
4. Marketing funnel
Answer A model showing how consumers move from awareness to conversion
5. Marketing funnel stages
Answer Awareness, consideration, conversion, and loyalty
6. Sales funnel
1/
13
, Answer A traditional buying model
7. Sales funnel stages
Answer Awareness, interest, decision, and action
8. Top of funnel (TOFU)
Answer Awareness and consideration stages
9. Middle of funnel (MOFU)
Answer Interest and decision stages
10. Bottom of funnel (BOFU)
Answer Conversion, action, and loyalty stages
11. Content marketing
Answer Creating valuable, informative, or entertaining content to engage audiences
12. Content marketing purpose
Answer Educate, engage, and move consumers through the funnel
13. Content marketing stages
2/
13
D378
1. Digital marketing strategy
Answer A plan that integrates channels, content, goals, and measurement to guide customers through the
buyer's journey
2. Buyer's journey
Answer The path consumers take from awareness to purchase and beyond
3. Touchpoint
Answer Any interaction a consumer has with a brand during the buyer's journey
4. Marketing funnel
Answer A model showing how consumers move from awareness to conversion
5. Marketing funnel stages
Answer Awareness, consideration, conversion, and loyalty
6. Sales funnel
1/
13
, Answer A traditional buying model
7. Sales funnel stages
Answer Awareness, interest, decision, and action
8. Top of funnel (TOFU)
Answer Awareness and consideration stages
9. Middle of funnel (MOFU)
Answer Interest and decision stages
10. Bottom of funnel (BOFU)
Answer Conversion, action, and loyalty stages
11. Content marketing
Answer Creating valuable, informative, or entertaining content to engage audiences
12. Content marketing purpose
Answer Educate, engage, and move consumers through the funnel
13. Content marketing stages
2/
13
