WGU Digital Marketing Science - D378 Exam Guide Questions and Answers 2024

Steps in Consideration (Buyers Journey) - Search, Email, Social Media Ads, Paid Content, Blogs, Video Steps in Purchase (Buyers Journey) - App Purchase, Store Purchase, Online Purchase Steps in Advocacy (Buyers Journey) - Forums, Social Media Mentions, Surveys, Reviews, Testimonials Steps in Loyalty (Buyers Journey) - Customer Support, Rewards Program, Newsletter/Blog Subsciber Steps in Awareness(Buyers Journey) - PR, Outdoor Ads, Print Ads, Online Ads, Radio/TV, Word of Mouth Marketing Iterative Process - Plan, Do, Check, Act Purpose of Buyers Journey - 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. Purpose of Buyer Personas - 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. Which benefit can be obtained by performing a SWOT analysis while building a digital marketing strategy? - Understanding the competitive environment and how to utilize available resources Which stage of a digital marketing strategy involves launching campaigns and engaging customers through social media? - Execute Which two actions are a part of the measuring stage of building a digital marketing strategy? - Analyzing website traffic, Calculating return on investment (ROI) (T/F) In the research stage of developing a digital marketing plan, search engine optimization (SEO) audits are necessary due to changes in algorithms. - True Which question does an organization's mission statement answer? - What is the organization's reason for existence? How is click-through rate (CTR) calculated? - Clicks/impressions Which organization oversees companies' messages to potential customers to evaluate the legitimacy of the information? - The National Advertising Review Board Which moral obligation to the customer is compromised by including the features? - Duty of beneficence Which stage of a digital marketing strategy asks, "Where are we now?" - Research Which stage of digital marketing strategy development is characterized by updating the marketing channel mix and budget? - Analyze and adjust What is a marketer's duty to avoid harming consumers known as? - Nonmaleficence What should a marketer consider in addition to demographics when defining the target audience? - Consumer intent Which type of influencer uses their platform primarily as a means to effect global change? - The activist 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. - False Which role do demographics play in social media marketing? - They help companies select the appropriate platform and curate content to reach target audiences. How has social media marketing changed traditional sales funnel models? - It has broadened consumers' selection of brands as they move through the sales cycle and has pushed them to evaluate satisfaction after purchase. (T/F) "Riding the hashtag" is a social media tactic that involves companies jumping into short-term, trending conversations. - True What is an advantage of switching channels when addressing consumer complaints via social media? - It allows for a more detailed response and personalized attention. How do algorithms affect the reach of a company's social media marketing campaigns? - They show consumers content from companies they have interacted with in the past. What is SEM? - SEM is a method of online marketing where an organization works to ensure their website appears in search results and uses a blend of marketing and technical skills.