WGU DIGITAL MARKETING SCIENCE - D378
1. Steps in Consideration (Buyers Journey)
Answer Search, Email, Social Media Ads, Paid Content, Blogs, Video
2. Steps in Purchase (Buyers Journey)
Answer App Purchase, Store Purchase, Online Purchase
3. Steps in Advocacy (Buyers Journey)
Answer Forums, Social Media Mentions, Surveys, Reviews, Testimonials
4. Steps in Loyalty (Buyers Journey)
Answer Customer Support, Rewards Program, Newsletter/Blog Subsciber
5. Steps in Awareness(Buyers Journey)
Answer PR, Outdoor Ads, Print Ads, Online Ads, Radio/TV, Word of Mouth
6. Marketing Iterative Process
Answer Plan, Do, Check, Act
7. Purpose of Buyers Journey
,Answer Analyzing the buyer's journey helps companies understand the touchpoints at which buyers engage,
making it possible to tailor those touchpoints to better engage buyers throughout the journey.
8. Purpose of Buyer Personas
Answer Buyer personas, also referred to as customer personas, help marketers clearly define specific
customer segments by creating fictionalized, but reality-based, profiles of typical customers in a segment.
9. Which benefit can be obtained by performing a SWOT analysis while building
a digital marketing strategy?
Answer Understanding the competitive environment and how to utilize available resources
10. Which stage of a digital marketing strategy involves launching campaigns
and engaging customers through social media?
Answer Execute
11. Which two actions are a part of the measuring stage of building a digital
marketing strategy?
Answer Analyzing website traflc, Calculating return on investment (ROI)
12. (T/F) In the research stage of developing a digital marketing plan, search en-
,gine optimization (SEO) audits are necessary due to changes in algorithms.
Answer True
13. Which question does an organization's mission statement answer?
Answer What is the organization's reason for existence?
14. How is click-through rate (CTR) calculated?
Answer Clicks/impressions
15. Which organization oversees companies' messages to potential customers
to evaluate the legitimacy of the information?
Answer The National Advertising Review Board
16. Which moral obligation to the customer is compromised by including the
features?
Answer Duty of beneficence
17. Which stage of a digital marketing strategy asks, "Where are we now?"
Answer Re- search
, 18. Which stage of digital marketing strategy development is characterized by
updating the marketing channel mix and budget?
Answer Analyze and adjust
19. What is a marketer's duty to avoid harming consumers known as?
Answer Nonmalefi- cence
20. What should a marketer consider in addition to demographics when defining
the target audience?
Answer Consumer intent
21. Which type of influencer uses their platform primarily as a means to effect
global change?
Answer The activist
22. In a conversion funnel, the longer a consumer stays in the funnel, the more
likely they are to get lost and lose interest in the product.
Answer False
1. Steps in Consideration (Buyers Journey)
Answer Search, Email, Social Media Ads, Paid Content, Blogs, Video
2. Steps in Purchase (Buyers Journey)
Answer App Purchase, Store Purchase, Online Purchase
3. Steps in Advocacy (Buyers Journey)
Answer Forums, Social Media Mentions, Surveys, Reviews, Testimonials
4. Steps in Loyalty (Buyers Journey)
Answer Customer Support, Rewards Program, Newsletter/Blog Subsciber
5. Steps in Awareness(Buyers Journey)
Answer PR, Outdoor Ads, Print Ads, Online Ads, Radio/TV, Word of Mouth
6. Marketing Iterative Process
Answer Plan, Do, Check, Act
7. Purpose of Buyers Journey
,Answer Analyzing the buyer's journey helps companies understand the touchpoints at which buyers engage,
making it possible to tailor those touchpoints to better engage buyers throughout the journey.
8. Purpose of Buyer Personas
Answer Buyer personas, also referred to as customer personas, help marketers clearly define specific
customer segments by creating fictionalized, but reality-based, profiles of typical customers in a segment.
9. Which benefit can be obtained by performing a SWOT analysis while building
a digital marketing strategy?
Answer Understanding the competitive environment and how to utilize available resources
10. Which stage of a digital marketing strategy involves launching campaigns
and engaging customers through social media?
Answer Execute
11. Which two actions are a part of the measuring stage of building a digital
marketing strategy?
Answer Analyzing website traflc, Calculating return on investment (ROI)
12. (T/F) In the research stage of developing a digital marketing plan, search en-
,gine optimization (SEO) audits are necessary due to changes in algorithms.
Answer True
13. Which question does an organization's mission statement answer?
Answer What is the organization's reason for existence?
14. How is click-through rate (CTR) calculated?
Answer Clicks/impressions
15. Which organization oversees companies' messages to potential customers
to evaluate the legitimacy of the information?
Answer The National Advertising Review Board
16. Which moral obligation to the customer is compromised by including the
features?
Answer Duty of beneficence
17. Which stage of a digital marketing strategy asks, "Where are we now?"
Answer Re- search
, 18. Which stage of digital marketing strategy development is characterized by
updating the marketing channel mix and budget?
Answer Analyze and adjust
19. What is a marketer's duty to avoid harming consumers known as?
Answer Nonmalefi- cence
20. What should a marketer consider in addition to demographics when defining
the target audience?
Answer Consumer intent
21. Which type of influencer uses their platform primarily as a means to effect
global change?
Answer The activist
22. In a conversion funnel, the longer a consumer stays in the funnel, the more
likely they are to get lost and lose interest in the product.
Answer False
