DMI Exam UPDATED Exam Questions and
CORRECT Answers
Types of Media - CORRECT ANSWER - Owned
Paid
Earned
Print (plus examples) - CORRECT ANSWER - advertising media to reach consumers and
prospects
Ex: Newspapers
Brochures
Magazine ads
Outbound (plus examples) - CORRECT ANSWER - begins with the brand advertiser
pushing out a message to a specified target audience with the objective being to drive awareness
of a product or service
Ex: Cold calling
Trade shows
Email marketing
Inbound (plus examples) - CORRECT ANSWER - involves trying to pull your audience
towards your content, brand, or service. the focus is on creating compelling content to draw your
customers to your brand
Ex: Social media engagement
Content marketing
Email marketing
Search engine optimization (SEO)
Owned Media (plus examples) - CORRECT ANSWER - media that you create and
manage Ex: Websites
, Product reviews
Social media
Paid (plus examples) - CORRECT ANSWER - media or advertising that you have paid for
to drive banner and video visibility, or clicks and traffic, to your product, website, or service Ex:
Google ads
Influencer marketing
Search engine marketing (SEM)
Earned (plus examples) - CORRECT ANSWER - free publicity generated by consumers,
PR, influencers, and people who speak about and share content related to your brand or product.
Earned media is generated either in response to content you've shared, or via voluntary mentions
Ex: Media coverage
Social media mentions
Reviews and recommendations
Influencer marketing
Awards and recognitions
3i principles - CORRECT ANSWER - initiate, iterate, integrate
Initiate - CORRECT ANSWER - start with what the customer actually wants and work
backwards through your strategy towards your objective
Iterate - CORRECT ANSWER - testing and improving your activity now that you
understand more about the audience, the channels they use, and how they view your brand
online...applying your customer engagement learnings to your digital marketing strategy
Integrate - CORRECT ANSWER - focused on two parts: selling your strategy to get
approval from the organization to move forward, and then integrating your findings and strategy
across the different channels
CORRECT Answers
Types of Media - CORRECT ANSWER - Owned
Paid
Earned
Print (plus examples) - CORRECT ANSWER - advertising media to reach consumers and
prospects
Ex: Newspapers
Brochures
Magazine ads
Outbound (plus examples) - CORRECT ANSWER - begins with the brand advertiser
pushing out a message to a specified target audience with the objective being to drive awareness
of a product or service
Ex: Cold calling
Trade shows
Email marketing
Inbound (plus examples) - CORRECT ANSWER - involves trying to pull your audience
towards your content, brand, or service. the focus is on creating compelling content to draw your
customers to your brand
Ex: Social media engagement
Content marketing
Email marketing
Search engine optimization (SEO)
Owned Media (plus examples) - CORRECT ANSWER - media that you create and
manage Ex: Websites
, Product reviews
Social media
Paid (plus examples) - CORRECT ANSWER - media or advertising that you have paid for
to drive banner and video visibility, or clicks and traffic, to your product, website, or service Ex:
Google ads
Influencer marketing
Search engine marketing (SEM)
Earned (plus examples) - CORRECT ANSWER - free publicity generated by consumers,
PR, influencers, and people who speak about and share content related to your brand or product.
Earned media is generated either in response to content you've shared, or via voluntary mentions
Ex: Media coverage
Social media mentions
Reviews and recommendations
Influencer marketing
Awards and recognitions
3i principles - CORRECT ANSWER - initiate, iterate, integrate
Initiate - CORRECT ANSWER - start with what the customer actually wants and work
backwards through your strategy towards your objective
Iterate - CORRECT ANSWER - testing and improving your activity now that you
understand more about the audience, the channels they use, and how they view your brand
online...applying your customer engagement learnings to your digital marketing strategy
Integrate - CORRECT ANSWER - focused on two parts: selling your strategy to get
approval from the organization to move forward, and then integrating your findings and strategy
across the different channels
