DMI Digital Marketing Certification v.9
Question 1.
Audience research and social listening tools can both provide important insights for marketers on a target audience. Drag and drop
each audience research or social listening tool to the correct column.
ANSWER
Audience Research: Marketing research company, Survey tool, Behavior Analytics, Social media platform Social Listening:Hashtags, TweetDeck,Influencers
Hootsuite
Question 2.
The concepts of inbound and outbound marketing are fundamental to under-standing digital marketing. Drag and drop the
characteristics most closely associated with inbound and outbound marketing to the correct column.
ANSWER
Inbound: Attracts leads by providing helpful content, pull strategy, closely aligned with digital marketing. Outbound: Push strategy, associated with traditional
and digital marketing, uses volume and repetition to spread word of existence
Question 3.
Owned, paid, and earned media constitute three distinct media channels for digital marketers. Drag and drop each example of digital
media to the media channel it represents.
ANSWER
Owned: website, social media account, blog Earned: WOM Promo, mentions, reviews Paid: Display Ads, Social Media Ads, Retargeting
Question 4.
Traditional marketing activities include direct marketing, broadcast advertising, and referrals. Drag and drop each example of
traditional marketing to the marketing strategy it represents.
ANSWER
Direct: Mailings and brochures, flyers, coupons Broadcast: product placement, program sponsorship, cinema advert Referral: Fidelity cards, discounts for
sponsorships, WOM
Question 5.
Traditional and digital marketing often work most effectively together but there are distinct differences. Drag and drop each
characteristic to the form of marketing it best represents.
ANSWER
Traditional: outbound, mass, passive audience, one-to-many Digital: individua;, active audience, inbound, one-to-one
Question 6.
Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital marketing strategy? Choose
ONE of the following:
ANSWER
Iterate
1/9
, Question 7.
Understanding the relationship between key digital channels and the potential business opportunities they can help unlock is central
to any digital strategy. Drag and drop each online business goal to the digital channel that can best support it.
ANSWER
Content Marketing - Improves brand personality and likability SEO- Increases the visibility and searchability of online assets Social Media - Creates visibility
and interactivity with an audience PPC - Drives interested audiences to a site4
Question 8.
What elements of a SMART objective are illustrated in the following statement? In order to establish myself as a digital marketing
expert, I will complete a diploma in digital marketing. Choose TWO of the following:
ANSWER
Measureable & Specific
Question 9.
Understanding the relationship between different types of audience re-search data is key to developing audience insights. Match
each set of examples to the type of audience research data they represent.
ANSWER
Demographics - Social, geographical, and financial Psychographics - Lifestyle, ideas, and beliefs Behavioral - Retail experience, product use, and adoption
Question 10.
Distinguishing between the types of insights that social listening and audience research tools can provide is key to choosing the best
research approach. Match each audience insight to the re-search tools or strategy it best represents.
ANSWER
Surveys - Collects specific or statistical data on products and services Behavior analytics - Gathers data around online user activity Social listening
-Identifies audience interests Market research - Provides third-party analysis of specific topics
Question 11.
Conducting cultural research before entering a new market can offer valuable insights. Match the cultural research strategy to the
type of insights it can provide.
ANSWER
Understand how a brand in a case study performed in cross-cultural campaigns - Acquiring audience research Learn what values are most important to a
cultural group - Follow the consumer journey through all dedicated platforms and sites Understand how a specific community interacts - Monitoring social
media conversations
Question 12.
You are researching your competitor's target market to find out how active their community is and what their audience is saying about
their brand. What tool or source of information is best suited to provide this competitive insight? Choose ONE of the following:
ANSWER
Social Media
2/9
Question 1.
Audience research and social listening tools can both provide important insights for marketers on a target audience. Drag and drop
each audience research or social listening tool to the correct column.
ANSWER
Audience Research: Marketing research company, Survey tool, Behavior Analytics, Social media platform Social Listening:Hashtags, TweetDeck,Influencers
Hootsuite
Question 2.
The concepts of inbound and outbound marketing are fundamental to under-standing digital marketing. Drag and drop the
characteristics most closely associated with inbound and outbound marketing to the correct column.
ANSWER
Inbound: Attracts leads by providing helpful content, pull strategy, closely aligned with digital marketing. Outbound: Push strategy, associated with traditional
and digital marketing, uses volume and repetition to spread word of existence
Question 3.
Owned, paid, and earned media constitute three distinct media channels for digital marketers. Drag and drop each example of digital
media to the media channel it represents.
ANSWER
Owned: website, social media account, blog Earned: WOM Promo, mentions, reviews Paid: Display Ads, Social Media Ads, Retargeting
Question 4.
Traditional marketing activities include direct marketing, broadcast advertising, and referrals. Drag and drop each example of
traditional marketing to the marketing strategy it represents.
ANSWER
Direct: Mailings and brochures, flyers, coupons Broadcast: product placement, program sponsorship, cinema advert Referral: Fidelity cards, discounts for
sponsorships, WOM
Question 5.
Traditional and digital marketing often work most effectively together but there are distinct differences. Drag and drop each
characteristic to the form of marketing it best represents.
ANSWER
Traditional: outbound, mass, passive audience, one-to-many Digital: individua;, active audience, inbound, one-to-one
Question 6.
Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital marketing strategy? Choose
ONE of the following:
ANSWER
Iterate
1/9
, Question 7.
Understanding the relationship between key digital channels and the potential business opportunities they can help unlock is central
to any digital strategy. Drag and drop each online business goal to the digital channel that can best support it.
ANSWER
Content Marketing - Improves brand personality and likability SEO- Increases the visibility and searchability of online assets Social Media - Creates visibility
and interactivity with an audience PPC - Drives interested audiences to a site4
Question 8.
What elements of a SMART objective are illustrated in the following statement? In order to establish myself as a digital marketing
expert, I will complete a diploma in digital marketing. Choose TWO of the following:
ANSWER
Measureable & Specific
Question 9.
Understanding the relationship between different types of audience re-search data is key to developing audience insights. Match
each set of examples to the type of audience research data they represent.
ANSWER
Demographics - Social, geographical, and financial Psychographics - Lifestyle, ideas, and beliefs Behavioral - Retail experience, product use, and adoption
Question 10.
Distinguishing between the types of insights that social listening and audience research tools can provide is key to choosing the best
research approach. Match each audience insight to the re-search tools or strategy it best represents.
ANSWER
Surveys - Collects specific or statistical data on products and services Behavior analytics - Gathers data around online user activity Social listening
-Identifies audience interests Market research - Provides third-party analysis of specific topics
Question 11.
Conducting cultural research before entering a new market can offer valuable insights. Match the cultural research strategy to the
type of insights it can provide.
ANSWER
Understand how a brand in a case study performed in cross-cultural campaigns - Acquiring audience research Learn what values are most important to a
cultural group - Follow the consumer journey through all dedicated platforms and sites Understand how a specific community interacts - Monitoring social
media conversations
Question 12.
You are researching your competitor's target market to find out how active their community is and what their audience is saying about
their brand. What tool or source of information is best suited to provide this competitive insight? Choose ONE of the following:
ANSWER
Social Media
2/9
