WGU D380: Digital Marketing & E-Commerce
Marketing - correct answer The activity, set of institutions, and processes for
*creating, communicating, delivering, and exchanging* offerings that have value
for customers, clients, partners, and society at large.
Digital Marketing - correct answer Marketing activities that use electronic
devices or the internet to connect with customers.
Creating - correct answer The process of collaborating with suppliers and
customers to create offerings that have value
Communicating - correct answer Broadly, describing those offerings, as well as
learning from customers
Delivering - correct answer Getting those offerings to the consumer in a way that
optimizes value
Exchanging - correct answer Trading value for those offerings
The Marketing Concept - correct answer A philosophy underlying all that
marketers do, requires that marketers seek to satisfy customer wants and needs.
Value Era - correct answer A time when companies emphasize creating value for
customers.
Remarketing - correct answer Targeting advertisements to consumers who
previously visited a website when they engage with other online sites or
locations.
Search Engine Marketing (SEM) - correct answer Internet-based marketing
associated with the researching, submitting, and positioning of a website within
search engines to achieve maximum visibility.
Search Engine Optimization (SEO) - correct answer Process of increasing the
quality and quantity of website traffic by increasing the visibility of a website or
web page to users of a web search engine.
Banner Ads - correct answer Form of online advertising that entails embedding
an advertisement into a web page to attract traffic to a website by linking to the
website of the advertiser.
Email Marketing - correct answer Sending a group of prospective, existing, or
former customers an electronic commercial message, typically in the form of
,WGU D380: Digital Marketing & E-Commerce
advertisements, requesting business, or soliciting sales or donations, with the
intention to build loyalty, trust, or brand awareness.
The Four Ps (marketing mix) - correct answer *Product, Price, Place, Promotion*
Newsgroups - correct answer Online messaging system for users to post
messages.
Rich branded content - correct answer Which characteristic of anchor text
improves a website's search engine ranking?
Inbound Marketing - correct answer Two-way marketing activities that attract
and pull consumers through different stages of the sales funnel.
Outbound Marketing - correct answer One-way marketing activities initiated by
the company that send messages out to consumers.
Precise segmentation, targeting, and customization - correct answer The high
degree of interactivity and the large amount of data from digital marketing
activities provide the benefit of precisely targeted customers and companies to
customize marketing efforts directly to a precisely defined target market.
Key Performance Indicators (KPIs) - correct answer A KPI is something
*measurable* that indicates the progress an organization is making toward its
business objectives.
App-Completion Rate - correct answer Number of people who start filling out an
application compared to those who submitted the application.
Social-Share Rate - correct answer A social media engagement measurement of
the *number of people who shared* a post compared to those who viewed the
post.
Interconnectivity - correct answer The movement to connection in technology,
relationships, and brands in a whole host of areas—from communications and
computing to attitudes toward family and community.
Cause-Related Marketing - correct answer Marketing activities that have the dual
purpose of increasing profitability and improving society.
User-Generated Content - correct answer Any form of content that is created by
an online user--examples include images, videos, text, and audio. Typically
,WGU D380: Digital Marketing & E-Commerce
created by loyal customers and can then be repurposed and redistributed with
the audience of the organization.
Behavioral Targeting - correct answer A range of technologies and techniques
used by digital marketers that allow them to increase the effectiveness of their
campaigns by capturing and analyzing consumer data.
Individual Marketing - correct answer Individualized messages and offerings
targeted to specific customers based on data analysis.
Local Marketing - correct answer Marketing activities for a specific geographic
area
Integrated Marketing Campaigns (IMC) - correct answer Immersive and targeted
communication with customers to help move them through the various stages of
the buying process
Omnichannel Integration - correct answer A cohesive, seamless brand experience
for the consumer through marketing content that is optimized for each channel
and device
Business Ethics - correct answer A branch of philosophy that involves the concept
of right and wrong conduct within a business setting
Marketing Ethics - correct answer The moral principles that guide decision-
making and strategy within the marketing function
Cookies - correct answer Data stored on a user's computer by the web browser
Malware - correct answer Software designed to disrupt or damage a computer
system
Third-Party Data - correct answer Data collected from a variety of sources with
no direct connection with the data source
First-Party Data - correct answer Data collected directly by a company about
consumers and can include online and offline information
Second-Party Data - correct answer Data collected by another source as first-
party data and sold
, WGU D380: Digital Marketing & E-Commerce
Social Media Marketing - correct answer The use of online applications,
networks, blogs, wikis, and other collaborative media for communicating brand
messaging, conducting marketing, public relations, and lead generation
Digital Advertising - correct answer Paid advertising on the internet that could be
found anywhere you access the web, also known as online advertising
Technical optimization - correct answer Which digital marketing technique
attempts to make a website's structure easier to navigate for search engines?
Retention-Based Emails - correct answer Part of an effective email marketing
strategy designed to help customers understand the value of a product, prompt
engagement, and reduce churn rate
Promotional Emails - correct answer Marketing emails with an immediate
conversion goal for the recipient, such as making a purchase or downloading
content
Creating buzz - correct answer Developing and publishing messages (in a variety
of formats, e.g., text, video, and images) that are disseminated via user-to-user
contact
Fostering community - correct answer Building ways for fans to engage with one
another about a shared interest in a brand, product, or service
Facilitating two-way communication - correct answer Promoting and
encouraging user participation, feedback, and dialogue
Pop-up - correct answer A user downloads a free game to a smartphone. Before
the game begins, a digital message from the game company appears across the
bottom of the screen promoting the game's new features. The user can exit this
message. Which type of content is this user receiving?
Common Short Codes (CSCs) - correct answer Phone numbers (short ones, as the
name implies) to which users can send a text message from a mobile phone,
usually to get something in return.
Short Message Service (SMS) - correct answer Supports messages of about 160
characters in length, though it is possible to string several messages together to
send longer messages.
Marketing - correct answer The activity, set of institutions, and processes for
*creating, communicating, delivering, and exchanging* offerings that have value
for customers, clients, partners, and society at large.
Digital Marketing - correct answer Marketing activities that use electronic
devices or the internet to connect with customers.
Creating - correct answer The process of collaborating with suppliers and
customers to create offerings that have value
Communicating - correct answer Broadly, describing those offerings, as well as
learning from customers
Delivering - correct answer Getting those offerings to the consumer in a way that
optimizes value
Exchanging - correct answer Trading value for those offerings
The Marketing Concept - correct answer A philosophy underlying all that
marketers do, requires that marketers seek to satisfy customer wants and needs.
Value Era - correct answer A time when companies emphasize creating value for
customers.
Remarketing - correct answer Targeting advertisements to consumers who
previously visited a website when they engage with other online sites or
locations.
Search Engine Marketing (SEM) - correct answer Internet-based marketing
associated with the researching, submitting, and positioning of a website within
search engines to achieve maximum visibility.
Search Engine Optimization (SEO) - correct answer Process of increasing the
quality and quantity of website traffic by increasing the visibility of a website or
web page to users of a web search engine.
Banner Ads - correct answer Form of online advertising that entails embedding
an advertisement into a web page to attract traffic to a website by linking to the
website of the advertiser.
Email Marketing - correct answer Sending a group of prospective, existing, or
former customers an electronic commercial message, typically in the form of
,WGU D380: Digital Marketing & E-Commerce
advertisements, requesting business, or soliciting sales or donations, with the
intention to build loyalty, trust, or brand awareness.
The Four Ps (marketing mix) - correct answer *Product, Price, Place, Promotion*
Newsgroups - correct answer Online messaging system for users to post
messages.
Rich branded content - correct answer Which characteristic of anchor text
improves a website's search engine ranking?
Inbound Marketing - correct answer Two-way marketing activities that attract
and pull consumers through different stages of the sales funnel.
Outbound Marketing - correct answer One-way marketing activities initiated by
the company that send messages out to consumers.
Precise segmentation, targeting, and customization - correct answer The high
degree of interactivity and the large amount of data from digital marketing
activities provide the benefit of precisely targeted customers and companies to
customize marketing efforts directly to a precisely defined target market.
Key Performance Indicators (KPIs) - correct answer A KPI is something
*measurable* that indicates the progress an organization is making toward its
business objectives.
App-Completion Rate - correct answer Number of people who start filling out an
application compared to those who submitted the application.
Social-Share Rate - correct answer A social media engagement measurement of
the *number of people who shared* a post compared to those who viewed the
post.
Interconnectivity - correct answer The movement to connection in technology,
relationships, and brands in a whole host of areas—from communications and
computing to attitudes toward family and community.
Cause-Related Marketing - correct answer Marketing activities that have the dual
purpose of increasing profitability and improving society.
User-Generated Content - correct answer Any form of content that is created by
an online user--examples include images, videos, text, and audio. Typically
,WGU D380: Digital Marketing & E-Commerce
created by loyal customers and can then be repurposed and redistributed with
the audience of the organization.
Behavioral Targeting - correct answer A range of technologies and techniques
used by digital marketers that allow them to increase the effectiveness of their
campaigns by capturing and analyzing consumer data.
Individual Marketing - correct answer Individualized messages and offerings
targeted to specific customers based on data analysis.
Local Marketing - correct answer Marketing activities for a specific geographic
area
Integrated Marketing Campaigns (IMC) - correct answer Immersive and targeted
communication with customers to help move them through the various stages of
the buying process
Omnichannel Integration - correct answer A cohesive, seamless brand experience
for the consumer through marketing content that is optimized for each channel
and device
Business Ethics - correct answer A branch of philosophy that involves the concept
of right and wrong conduct within a business setting
Marketing Ethics - correct answer The moral principles that guide decision-
making and strategy within the marketing function
Cookies - correct answer Data stored on a user's computer by the web browser
Malware - correct answer Software designed to disrupt or damage a computer
system
Third-Party Data - correct answer Data collected from a variety of sources with
no direct connection with the data source
First-Party Data - correct answer Data collected directly by a company about
consumers and can include online and offline information
Second-Party Data - correct answer Data collected by another source as first-
party data and sold
, WGU D380: Digital Marketing & E-Commerce
Social Media Marketing - correct answer The use of online applications,
networks, blogs, wikis, and other collaborative media for communicating brand
messaging, conducting marketing, public relations, and lead generation
Digital Advertising - correct answer Paid advertising on the internet that could be
found anywhere you access the web, also known as online advertising
Technical optimization - correct answer Which digital marketing technique
attempts to make a website's structure easier to navigate for search engines?
Retention-Based Emails - correct answer Part of an effective email marketing
strategy designed to help customers understand the value of a product, prompt
engagement, and reduce churn rate
Promotional Emails - correct answer Marketing emails with an immediate
conversion goal for the recipient, such as making a purchase or downloading
content
Creating buzz - correct answer Developing and publishing messages (in a variety
of formats, e.g., text, video, and images) that are disseminated via user-to-user
contact
Fostering community - correct answer Building ways for fans to engage with one
another about a shared interest in a brand, product, or service
Facilitating two-way communication - correct answer Promoting and
encouraging user participation, feedback, and dialogue
Pop-up - correct answer A user downloads a free game to a smartphone. Before
the game begins, a digital message from the game company appears across the
bottom of the screen promoting the game's new features. The user can exit this
message. Which type of content is this user receiving?
Common Short Codes (CSCs) - correct answer Phone numbers (short ones, as the
name implies) to which users can send a text message from a mobile phone,
usually to get something in return.
Short Message Service (SMS) - correct answer Supports messages of about 160
characters in length, though it is possible to string several messages together to
send longer messages.
