DIGITAL MARKETING EXAM 1 REVIEW
EXAM QUESTIONS & VERIFIED
ANSWERS RATED 100% CORRECT
How many internet users are there around the world? What's the global penetration %?
- Correct Answer ✔✔ 3.8 billion users worldwide
51% global penetration
What % of North Americans are internet users? - Correct Answer ✔✔ 89%
What % of U.S. adults own a smartphone? What % of 18-29-year-olds in the U.S.? -
Correct Answer ✔✔ 81%
In 2010 vs. 2018, how much time did Americans spend on desktop vs. mobile? How has
ad spend changed—desktop vs. mobile—over this timeframe? - Correct Answer ✔✔
2010: Desktop 25%, Mobile 8%
2018: Desktop 18%, Mobile 33%
2010: Desktop Ad Spend 19%, Mobile Ad Spend 0.5%
2018: Desktop Ad Spend118 %, Mobile Ad Spend 33%
How much time per day do U.S. adults currently spend with digital media? How much
time did they spend with digital media in 2008? - Correct Answer ✔✔ Currently: 6.3
Hours
2008: 2.7 Hours
How many people are currently on Facebook? - Correct Answer ✔✔ 2.41 Billion
How many active social media users are there around the world today? - Correct
Answer ✔✔ 3.534 Million
What are the top 5 websites by traffic? - Correct Answer ✔✔ Google
Youtube
Facebook
Baidu
Wikipedia
Yes, digital marketing is "technically different," but it can also be "______________
different." - Correct Answer ✔✔ Yes, digital marketing is "technically different," but it can
also be "PHILOSOPHICALLY different."
Understand fullythe difference between outbound and inbound marketing. - Correct
Answer ✔✔ Outbound (Push):
, Interruptive
Company-consumer misalignment
Unwanted
Costly
Focus: Finding customers
Inbound (Pull):
Permissive
Company-customer alignment
Wanted (being "the good stuff")
Not necessarily costly
Focus: Getting found
Understand all the steps of the Inbound Methodology, and how each step influences our
goal of turning strangers into ____________, ___________, ____________, and
_____________. - Correct Answer ✔✔ Understand all the steps of the Inbound
Methodology, and how each step influences our goal of turning strangers into
VISITORS, LEADS, CUSTOMERS, and PROMOTERS.
Understand all three steps of the Buyer's Journey and the "focus" of each step. -
Correct Answer ✔✔ Awareness: Problem-Focused
Consideration : Category Focused
Decision: Brand Focused
Understand the different sales-and-marketing funnels discussed in class. - Correct
Answer ✔✔ ***CHECK SLIDES FOR DETAILS***
Understand the difference between ToFu, MoFu, and BoFu. - Correct Answer ✔✔
ToFu: Top of the Funnel
MoFu: Middle of the Funnel
BoFu: Bottom of the Funnel
Understand the 3 types of digital marketing media, and be able to identify examples of
each. We also called this the digital-marketing mix. - Correct Answer ✔✔ Owned:
Website, Blog, Email (lists), Social pages, Mobile app
Paid:
Display ads, Paid search, Remarketing, Paid social, Paid influencers
Earned:
Media coverage, Organic search, Social shares, Reviews, Word of mouth
Understand the tension between mass marketing and customization with respect to
content. - Correct Answer ✔✔ Mass marketing: efficient, less effective
Customization: less efficient, more effective
Know 5 primary considerations in creating buyer personas. - Correct Answer ✔✔
Goals/values
Information sources (i.e.,where they get it)
EXAM QUESTIONS & VERIFIED
ANSWERS RATED 100% CORRECT
How many internet users are there around the world? What's the global penetration %?
- Correct Answer ✔✔ 3.8 billion users worldwide
51% global penetration
What % of North Americans are internet users? - Correct Answer ✔✔ 89%
What % of U.S. adults own a smartphone? What % of 18-29-year-olds in the U.S.? -
Correct Answer ✔✔ 81%
In 2010 vs. 2018, how much time did Americans spend on desktop vs. mobile? How has
ad spend changed—desktop vs. mobile—over this timeframe? - Correct Answer ✔✔
2010: Desktop 25%, Mobile 8%
2018: Desktop 18%, Mobile 33%
2010: Desktop Ad Spend 19%, Mobile Ad Spend 0.5%
2018: Desktop Ad Spend118 %, Mobile Ad Spend 33%
How much time per day do U.S. adults currently spend with digital media? How much
time did they spend with digital media in 2008? - Correct Answer ✔✔ Currently: 6.3
Hours
2008: 2.7 Hours
How many people are currently on Facebook? - Correct Answer ✔✔ 2.41 Billion
How many active social media users are there around the world today? - Correct
Answer ✔✔ 3.534 Million
What are the top 5 websites by traffic? - Correct Answer ✔✔ Google
Youtube
Baidu
Wikipedia
Yes, digital marketing is "technically different," but it can also be "______________
different." - Correct Answer ✔✔ Yes, digital marketing is "technically different," but it can
also be "PHILOSOPHICALLY different."
Understand fullythe difference between outbound and inbound marketing. - Correct
Answer ✔✔ Outbound (Push):
, Interruptive
Company-consumer misalignment
Unwanted
Costly
Focus: Finding customers
Inbound (Pull):
Permissive
Company-customer alignment
Wanted (being "the good stuff")
Not necessarily costly
Focus: Getting found
Understand all the steps of the Inbound Methodology, and how each step influences our
goal of turning strangers into ____________, ___________, ____________, and
_____________. - Correct Answer ✔✔ Understand all the steps of the Inbound
Methodology, and how each step influences our goal of turning strangers into
VISITORS, LEADS, CUSTOMERS, and PROMOTERS.
Understand all three steps of the Buyer's Journey and the "focus" of each step. -
Correct Answer ✔✔ Awareness: Problem-Focused
Consideration : Category Focused
Decision: Brand Focused
Understand the different sales-and-marketing funnels discussed in class. - Correct
Answer ✔✔ ***CHECK SLIDES FOR DETAILS***
Understand the difference between ToFu, MoFu, and BoFu. - Correct Answer ✔✔
ToFu: Top of the Funnel
MoFu: Middle of the Funnel
BoFu: Bottom of the Funnel
Understand the 3 types of digital marketing media, and be able to identify examples of
each. We also called this the digital-marketing mix. - Correct Answer ✔✔ Owned:
Website, Blog, Email (lists), Social pages, Mobile app
Paid:
Display ads, Paid search, Remarketing, Paid social, Paid influencers
Earned:
Media coverage, Organic search, Social shares, Reviews, Word of mouth
Understand the tension between mass marketing and customization with respect to
content. - Correct Answer ✔✔ Mass marketing: efficient, less effective
Customization: less efficient, more effective
Know 5 primary considerations in creating buyer personas. - Correct Answer ✔✔
Goals/values
Information sources (i.e.,where they get it)
