DMI 10 UPDATED ACTUAL Exam
Questions and CORRECT Answers
Digital Strategies - CORRECT ANSWER - govern how digital is used to achieve
commercial goals
plans that operate across all digital channels used by your organization or client to target
audiences with creative formats working together to drive towards a single objective or set of
objectives
involves a mix of setting goals, executing tactics and attempting to achieve high level business
results
a blueprint for your use of digital
Key foundation of digital strategy - CORRECT ANSWER - primarily about understanding
your audience, their behaviors, and how you might craft new behavior that involves your brand,
product, or services online
Tactics - CORRECT ANSWER - short-term, generally more imminent, specific goals
Strategy - CORRECT ANSWER - long-term digital objectives; operates across all of the
digital channels your customer utilizes
Digital - CORRECT ANSWER - how you are using content on any of your online
channels
how you use paid advertising to reach people
how your customer connects with your brand, for example by buying online, clicking like on
Facebook, or tweeting about your brand
,Core elements of digital strategy development - CORRECT ANSWER - (1) objectives
(2) channel strategy
(3) content strategy
(4) media strategy
(5) tactics
Objectives - (core element of digital strategy development) - CORRECT ANSWER -
about setting the goals and outcomes you are trying to achieve with your plan overall and from
the individual elements that make up the plan
usually fall into 3 main categories:
(1) awareness,
(2) consideration, and
(3) conversion & retention
(these are the types of behaviors that can be most effectively influenced by digital channels)
Awareness - (Objective) - CORRECT ANSWER - do keyword research using your brand
or product name in tools like the Google Keyword Planner or Google Trends
If levels are low, need to show people the existence of benefits of the product in order to drive
sales or conversions down the line
how to drive awareness - CORRECT ANSWER - Banners and outbound display and video
on websites and social media
Consideration - (Objective) - CORRECT ANSWER - if there is some awareness of our
product but the market is cluttered or our product needs differentiation, we can use reach and
frequency of messaging to drive recall of the USPs (unique selling propositions) or ESPs
,(emotional selling propositions) of our product to encourage consideration in the decision-
making process of our consumers.
how drive consideration - CORRECT ANSWER - outbound display and social, as well as
wider organic and paid search
Conversion and Retention - (Objective) - CORRECT ANSWER - we will ultimately want
to drive sales or conversions for our brand or product. these can be online or offline and will
build on the awareness and consideration based activities to encourage people to take action and
buy or convert.
keeping previous customers engaged to encourage brand advocacy or repeat purchases is
considered high value. It is easier to drive sales from people who have already bought from you
than to attract new customers
how to drive conversions - CORRECT ANSWER - use search channels
Channel Strategy - (core element of digital strategy development) - CORRECT
ANSWER - understanding how you're going to use all of the different digital platforms
that are available to you
about understanding what's possible with the channel, what formats you're going to use, and how
you're going to use the feature of that channel - how to be used most effectively and how you're
going to target the audience engaging with it
choosing to utilize either a specific channel or a feature of a channel because you know it is
pertinent to your target audience
Content Strategy - (core element of digital strategy development) - CORRECT
ANSWER - what you're going to put in your chosen channels.
this strategy is informed by your overarching digital strategy
, examples: what you put on your site, what you put on your social media, how you tweet
encapsulates everything that's there, not just the things that you make
Media Strategy - (core element of digital strategy development) - CORRECT ANSWER -
how you're utilizing your paid activity. How are you reaching people with ads? How are you
making sure that you're reaching the right people using the targeting that's available to you and
the formats that are available?
often overlooked by smaller brands because it's a complex area to understand
bigger brands often overlook the investment required within digital to be successful
Tactics - (core element of digital strategy development) - CORRECT ANSWER - the
individual executions that are a part of making up your strategy
when somebody says, "our strategy is to do this," they could be, in fact, talking about ________.
Tactic vs. Strategy - CORRECT ANSWER - If I said our strategy is to increase our brand
awareness via Twitter, the TACTIC here is to tweet, whereas the STRATEGY is to use Twitter to
communicate more positively with your customers.
Purpose of your digital marketing strategy - CORRECT ANSWER - to use your available
resources (channels, tools, and people) to deliver on an agreed objective while meeting
objectives
Creating a strategy to deliver on your objective can be achieved by - CORRECT
ANSWER - understanding available resources
setting timelines and budgets
Questions and CORRECT Answers
Digital Strategies - CORRECT ANSWER - govern how digital is used to achieve
commercial goals
plans that operate across all digital channels used by your organization or client to target
audiences with creative formats working together to drive towards a single objective or set of
objectives
involves a mix of setting goals, executing tactics and attempting to achieve high level business
results
a blueprint for your use of digital
Key foundation of digital strategy - CORRECT ANSWER - primarily about understanding
your audience, their behaviors, and how you might craft new behavior that involves your brand,
product, or services online
Tactics - CORRECT ANSWER - short-term, generally more imminent, specific goals
Strategy - CORRECT ANSWER - long-term digital objectives; operates across all of the
digital channels your customer utilizes
Digital - CORRECT ANSWER - how you are using content on any of your online
channels
how you use paid advertising to reach people
how your customer connects with your brand, for example by buying online, clicking like on
Facebook, or tweeting about your brand
,Core elements of digital strategy development - CORRECT ANSWER - (1) objectives
(2) channel strategy
(3) content strategy
(4) media strategy
(5) tactics
Objectives - (core element of digital strategy development) - CORRECT ANSWER -
about setting the goals and outcomes you are trying to achieve with your plan overall and from
the individual elements that make up the plan
usually fall into 3 main categories:
(1) awareness,
(2) consideration, and
(3) conversion & retention
(these are the types of behaviors that can be most effectively influenced by digital channels)
Awareness - (Objective) - CORRECT ANSWER - do keyword research using your brand
or product name in tools like the Google Keyword Planner or Google Trends
If levels are low, need to show people the existence of benefits of the product in order to drive
sales or conversions down the line
how to drive awareness - CORRECT ANSWER - Banners and outbound display and video
on websites and social media
Consideration - (Objective) - CORRECT ANSWER - if there is some awareness of our
product but the market is cluttered or our product needs differentiation, we can use reach and
frequency of messaging to drive recall of the USPs (unique selling propositions) or ESPs
,(emotional selling propositions) of our product to encourage consideration in the decision-
making process of our consumers.
how drive consideration - CORRECT ANSWER - outbound display and social, as well as
wider organic and paid search
Conversion and Retention - (Objective) - CORRECT ANSWER - we will ultimately want
to drive sales or conversions for our brand or product. these can be online or offline and will
build on the awareness and consideration based activities to encourage people to take action and
buy or convert.
keeping previous customers engaged to encourage brand advocacy or repeat purchases is
considered high value. It is easier to drive sales from people who have already bought from you
than to attract new customers
how to drive conversions - CORRECT ANSWER - use search channels
Channel Strategy - (core element of digital strategy development) - CORRECT
ANSWER - understanding how you're going to use all of the different digital platforms
that are available to you
about understanding what's possible with the channel, what formats you're going to use, and how
you're going to use the feature of that channel - how to be used most effectively and how you're
going to target the audience engaging with it
choosing to utilize either a specific channel or a feature of a channel because you know it is
pertinent to your target audience
Content Strategy - (core element of digital strategy development) - CORRECT
ANSWER - what you're going to put in your chosen channels.
this strategy is informed by your overarching digital strategy
, examples: what you put on your site, what you put on your social media, how you tweet
encapsulates everything that's there, not just the things that you make
Media Strategy - (core element of digital strategy development) - CORRECT ANSWER -
how you're utilizing your paid activity. How are you reaching people with ads? How are you
making sure that you're reaching the right people using the targeting that's available to you and
the formats that are available?
often overlooked by smaller brands because it's a complex area to understand
bigger brands often overlook the investment required within digital to be successful
Tactics - (core element of digital strategy development) - CORRECT ANSWER - the
individual executions that are a part of making up your strategy
when somebody says, "our strategy is to do this," they could be, in fact, talking about ________.
Tactic vs. Strategy - CORRECT ANSWER - If I said our strategy is to increase our brand
awareness via Twitter, the TACTIC here is to tweet, whereas the STRATEGY is to use Twitter to
communicate more positively with your customers.
Purpose of your digital marketing strategy - CORRECT ANSWER - to use your available
resources (channels, tools, and people) to deliver on an agreed objective while meeting
objectives
Creating a strategy to deliver on your objective can be achieved by - CORRECT
ANSWER - understanding available resources
setting timelines and budgets
