D378 Digital Marketing Science: All
Lesson Assessments Questions With
Accurate Answers
"Riding the hashtag" is a social media tactic that involves companies
jumping into short-term, trending conversations. True or False? correct
answer This statement is true. By using the riding the hashtag tactic,
companies can see what people are talking about at a given time and
introduce their own content, using the trending hashtag to gain
publicity.
A beauty company tracks hashtags, retweets, and comments associated
with the launch of its new lip gloss. Which metric is this company
measuring?
A. Sharing metrics
B. Sales metrics
C. Lead generation metrics
D. Consumption metrics correct answer A. Sharing metrics.
Each of the elements the company is tracking involves social media
users sharing information about the product launch with others.
A business owner creates two digital marketing campaigns whose only
difference is the photo of the product. The business owner does this to
assess which photo is more effective.
,A. A/B testing
B. Beta testing
C. Dynamic content
D. Varied design correct answer A. A/B testing.
A/B testing is specifically meant to test one version of something versus
another, whether it is a subject line, introduction, button color, or
photo, as in the example given.
A candle company launches an advertising campaign to increase brand
awareness among a new target demographic. Which metric should the
company use to evaluate the campaign's success?
A. Number of leads
B. Conversion rates
C. Number of downloads
D. Referral traffic correct answer D. Referral traffic.
Referral traffic is an effective way to measure brand awareness because
it measures the amount of traffic that arrived at a website from another
source. Any time a website visitor arrives on a website from a link on a
different website, including social media, Google Analytics considers
that referral traffic.
,A chief executive officer (CEO) requests information from the top of a
traditional marketing funnel. Which stage of the customer journey is
the CEO interested in?
A. Interest
B. Desire
C. Action
D. Awareness correct answer D. Awareness.
Awareness is the first stage of the customer journey and considered the
top of the funnel.
A company decides to conduct a qualitative analysis of why its website
has a high bounce rate among returning visitors. The company needs
results as quickly as possible. Which approach should the company use?
A. Survey 20 people
B. Interview 20 people
C. Host a focus group with 10 people
D. Conduct a heat mapping study with 5 people correct answer A.
Survey 20 people.
, Surveys are quicker to conduct than the other forms of qualitative
research. Unlike interviews or focus groups, one person can
simultaneously administer a survey to all participants, and participants
can complete a survey independently. In this scenario, the marketing
team can quickly develop and deploy a survey to gain a better
understanding of its website visitors' motivations and attitudes.
A company follows influencers who are relevant to its audience so it
can stay current on trends and better understand potential customers.
Which tactic is this company practicing?
A. Social media monitoring
B. Reputation management
C. Brand advocacy
D. Brand engagement correct answer A. Social media monitoring.
Social media monitoring follows relevant influencers and trends as a
type of social media marketing strategy that informs an organization's
content, tone, and other aspects of its social media presence.
A company hires a digital marketing firm to assess its website and
automated email campaigns. The firm recommends creating a list of
key performance indicators (KPIs). What will implementing the
recommendation accomplish?
Lesson Assessments Questions With
Accurate Answers
"Riding the hashtag" is a social media tactic that involves companies
jumping into short-term, trending conversations. True or False? correct
answer This statement is true. By using the riding the hashtag tactic,
companies can see what people are talking about at a given time and
introduce their own content, using the trending hashtag to gain
publicity.
A beauty company tracks hashtags, retweets, and comments associated
with the launch of its new lip gloss. Which metric is this company
measuring?
A. Sharing metrics
B. Sales metrics
C. Lead generation metrics
D. Consumption metrics correct answer A. Sharing metrics.
Each of the elements the company is tracking involves social media
users sharing information about the product launch with others.
A business owner creates two digital marketing campaigns whose only
difference is the photo of the product. The business owner does this to
assess which photo is more effective.
,A. A/B testing
B. Beta testing
C. Dynamic content
D. Varied design correct answer A. A/B testing.
A/B testing is specifically meant to test one version of something versus
another, whether it is a subject line, introduction, button color, or
photo, as in the example given.
A candle company launches an advertising campaign to increase brand
awareness among a new target demographic. Which metric should the
company use to evaluate the campaign's success?
A. Number of leads
B. Conversion rates
C. Number of downloads
D. Referral traffic correct answer D. Referral traffic.
Referral traffic is an effective way to measure brand awareness because
it measures the amount of traffic that arrived at a website from another
source. Any time a website visitor arrives on a website from a link on a
different website, including social media, Google Analytics considers
that referral traffic.
,A chief executive officer (CEO) requests information from the top of a
traditional marketing funnel. Which stage of the customer journey is
the CEO interested in?
A. Interest
B. Desire
C. Action
D. Awareness correct answer D. Awareness.
Awareness is the first stage of the customer journey and considered the
top of the funnel.
A company decides to conduct a qualitative analysis of why its website
has a high bounce rate among returning visitors. The company needs
results as quickly as possible. Which approach should the company use?
A. Survey 20 people
B. Interview 20 people
C. Host a focus group with 10 people
D. Conduct a heat mapping study with 5 people correct answer A.
Survey 20 people.
, Surveys are quicker to conduct than the other forms of qualitative
research. Unlike interviews or focus groups, one person can
simultaneously administer a survey to all participants, and participants
can complete a survey independently. In this scenario, the marketing
team can quickly develop and deploy a survey to gain a better
understanding of its website visitors' motivations and attitudes.
A company follows influencers who are relevant to its audience so it
can stay current on trends and better understand potential customers.
Which tactic is this company practicing?
A. Social media monitoring
B. Reputation management
C. Brand advocacy
D. Brand engagement correct answer A. Social media monitoring.
Social media monitoring follows relevant influencers and trends as a
type of social media marketing strategy that informs an organization's
content, tone, and other aspects of its social media presence.
A company hires a digital marketing firm to assess its website and
automated email campaigns. The firm recommends creating a list of
key performance indicators (KPIs). What will implementing the
recommendation accomplish?
