DIGITAL MARKETING EXAM #1 STUDY
SET QUESTIONS & UPDATED
COMPLETE SOLUTIONS ALL PASSED
Digital Marketing - Correct Answer ✔✔ Technology-mediated exchanges that enable,
facilitate, enhance, or redesign business transactions
Digital Marketing is more than just social media... - Correct Answer ✔✔ It also includes
SEO, UX, website design, consumer privacy, digital ads, videos, email campaigns,
inbound marketing, etc.
Digital Landscape - Correct Answer ✔✔ Social media, websites, video content, etc. &
the relationship between all these things (like how video isn't just for YouTube anymore;
now social media apps like Instagram have video component to them)
These things all help a business sell their produce or service.
Digital Landscape examples - Correct Answer ✔✔ Instagram, Twitter, Facebook,
Google, YouTube, TikTok, Yelp, Foursquare, Amazon
Digital Divide - Correct Answer ✔✔ The difference between those people that have
access to technology and those that do not
How many people have internet access today? - Correct Answer ✔✔ 4.66 billion
How many active social media users are there? - Correct Answer ✔✔ 4.2 billion
History of Hype: the 90's - Correct Answer ✔✔ IT revolution
History of Hype: 2000's - Correct Answer ✔✔ Social media
History of Hype: Today - Correct Answer ✔✔ Big data, AI, digital transformations
Digital Transformations - Correct Answer ✔✔ Use of new, fast, and frequently changing
digital technology to solve problems (sometimes incremental, sometimes disruptive)
Digital Strategy Structure - Correct Answer ✔✔ 1. Analyze client situation (ex SWOT
analysis)
2. Identify target customers
3. Set clear objectives
4. Develop a strategy to meet objectives
5. Implement effectively
6. Evaluate effectiveness
, Digital Campaign Objectives - Correct Answer ✔✔ Build Awareness, Influence
Consideration, Drive Action
___% of shoppers say the ability to shop in-person is important when deciding which
brand/retailer to shop - Correct Answer ✔✔ 70%
Digital marketing is a must for: - Correct Answer ✔✔ Promoting products & services,
optimizing online assets
Tech interface is more than websites - Correct Answer ✔✔ Also includes apps, social
media, QR codes, etc.
4 Key Customer Interface Dimensions - Correct Answer ✔✔ Physical, cognitive,
emotional, synaptic
Physical (Interface Dimension) - Correct Answer ✔✔ Easily available and presentable
appearance
Ex. Four Seasons Hotel frontline staff appear uniformed, clean-cut, and courteous
Cognitive (Interface Dimension) - Correct Answer ✔✔ Able to recognize patterns &
draw intelligent conclusions
Ex. Nordstrom salespeople have the ability to recognize and reward the store's best
customers with the appropriate service & attention
Emotional (Interface Dimension) - Correct Answer ✔✔ Respectful, brand-consistent
personality
Ex. Southwest Airlines flight crew have humor and energy
Synaptic (Interface Dimension) - Correct Answer ✔✔ Seamless connection to other
resources
Ex. Nordstrom salespeople can seamlessly transfer customers from one department to
the next, Four Seasons staff can orchestrate a seamless hospitality experience
IoT - Correct Answer ✔✔ (Internet of Things) everyday objects connected to the internet
and to each other
How many devices are connected in 2021? - Correct Answer ✔✔ 13.8 billion
Smart homes - Correct Answer ✔✔ 2021 -- 40%
2025 (projected) -- 57%
SET QUESTIONS & UPDATED
COMPLETE SOLUTIONS ALL PASSED
Digital Marketing - Correct Answer ✔✔ Technology-mediated exchanges that enable,
facilitate, enhance, or redesign business transactions
Digital Marketing is more than just social media... - Correct Answer ✔✔ It also includes
SEO, UX, website design, consumer privacy, digital ads, videos, email campaigns,
inbound marketing, etc.
Digital Landscape - Correct Answer ✔✔ Social media, websites, video content, etc. &
the relationship between all these things (like how video isn't just for YouTube anymore;
now social media apps like Instagram have video component to them)
These things all help a business sell their produce or service.
Digital Landscape examples - Correct Answer ✔✔ Instagram, Twitter, Facebook,
Google, YouTube, TikTok, Yelp, Foursquare, Amazon
Digital Divide - Correct Answer ✔✔ The difference between those people that have
access to technology and those that do not
How many people have internet access today? - Correct Answer ✔✔ 4.66 billion
How many active social media users are there? - Correct Answer ✔✔ 4.2 billion
History of Hype: the 90's - Correct Answer ✔✔ IT revolution
History of Hype: 2000's - Correct Answer ✔✔ Social media
History of Hype: Today - Correct Answer ✔✔ Big data, AI, digital transformations
Digital Transformations - Correct Answer ✔✔ Use of new, fast, and frequently changing
digital technology to solve problems (sometimes incremental, sometimes disruptive)
Digital Strategy Structure - Correct Answer ✔✔ 1. Analyze client situation (ex SWOT
analysis)
2. Identify target customers
3. Set clear objectives
4. Develop a strategy to meet objectives
5. Implement effectively
6. Evaluate effectiveness
, Digital Campaign Objectives - Correct Answer ✔✔ Build Awareness, Influence
Consideration, Drive Action
___% of shoppers say the ability to shop in-person is important when deciding which
brand/retailer to shop - Correct Answer ✔✔ 70%
Digital marketing is a must for: - Correct Answer ✔✔ Promoting products & services,
optimizing online assets
Tech interface is more than websites - Correct Answer ✔✔ Also includes apps, social
media, QR codes, etc.
4 Key Customer Interface Dimensions - Correct Answer ✔✔ Physical, cognitive,
emotional, synaptic
Physical (Interface Dimension) - Correct Answer ✔✔ Easily available and presentable
appearance
Ex. Four Seasons Hotel frontline staff appear uniformed, clean-cut, and courteous
Cognitive (Interface Dimension) - Correct Answer ✔✔ Able to recognize patterns &
draw intelligent conclusions
Ex. Nordstrom salespeople have the ability to recognize and reward the store's best
customers with the appropriate service & attention
Emotional (Interface Dimension) - Correct Answer ✔✔ Respectful, brand-consistent
personality
Ex. Southwest Airlines flight crew have humor and energy
Synaptic (Interface Dimension) - Correct Answer ✔✔ Seamless connection to other
resources
Ex. Nordstrom salespeople can seamlessly transfer customers from one department to
the next, Four Seasons staff can orchestrate a seamless hospitality experience
IoT - Correct Answer ✔✔ (Internet of Things) everyday objects connected to the internet
and to each other
How many devices are connected in 2021? - Correct Answer ✔✔ 13.8 billion
Smart homes - Correct Answer ✔✔ 2021 -- 40%
2025 (projected) -- 57%
