D373 Section 2: Lesson 2 Marketing Communications with Correct Answers

Buyer's Journey Stages Correct Answer Awareness, Consideration, Decision Call-to-action (CTA) Correct Answer An image or line of text that prompts visitors, leads, and customers to perform a desired action. ("Subscribe to the Newsletter", "Buy Now") Content marketing Correct Answer a strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent; ultimate goals are lead generations and customer acquisition Awareness stage (Buyer's Journey) Correct Answer Identify a need, problem, or opportunity Consideration stage (Buyer's Journey) Correct Answer Actively considering a new product or service Decision stage (Buyer's Journey) Correct Answer Make the purchase decision based on the products that meet your specific needs including features and price Data-driven communications Correct Answer the use of data to better understand target markets to deliver more relevant, contextual, or personalized messages Earned media Correct Answer a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services; drives organic traffic to a company website through SEO Impressions Correct Answer the number of times an advertisement appears in front of the user Inbound marketing Correct Answer a marketing strategy that focuses on attracting customers via company-created Internet content. Pulls consumers to your brand through value-added content that is relevant, contextual, or personalized Integrated Marketing Communications (IMC) Correct Answer carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products; includes advertising, PR, digital marketing, direct marketing, events and experiences, sales promotion, and personal selling Objective Correct Answer A short term, specific goal that leads to a larger goal; typically specific, measurable, achievable, relevant, and time-bound Organic content Correct Answer content developed by a company that is featured on its website, social media, and its communications (NOT paid ads)