DIGITAL MARKETING
INSTITUTE EXAM
You have been asked by senior management to demonstrate that
customer engagement offers value to your business. Which metrics
can be used to measure customer engagement? - ANSWERS-
sentiment and awareness
What are key items to assess during a performance review when your
team are building a digital strategy? - ANSWERS-assess performance
level to identify any required adjustments and assess if the team is
adhering to the strategy
What research phase activities can help develop insights to guide your
strategic direction? - ANSWERS-observing how people talk about
your brand, category or industry on social media and utilizing your
existing data on existing channels
When creating a research map, what should you first identify in order
to successfully derive research insights? - ANSWERS-the audience
and challenge you are facing
What should you do to ensure that all research used is strong and
contains trustworthy data? - ANSWERS-check that reputable sources
are cites and use data with large sample sizes
,You have been asked to conduct a digital audit in preparation of your
team's latest campaign. What are some of the key factors to assess? -
ANSWERS-social media and other channels and admin permissions
and access details
What key factors do you need to document when creating an audience
persona? - ANSWERS-age and content preferences
What key areas should you assess when undertaking competitor
research as you develop a digital marketing strategy? - ANSWERS-
content assessment and comparison of channels
What are the key elements to consider when establishing a creative
strategy? - ANSWERS-ideas and activations
What tactics can you use to help maximize your creative output across
social media platforms? - ANSWERS-creating assets that can be
converted easily to suit other platforms and editing existing visual
assets to suit social formats
What key areas should you focus your attention on when planning a
content strategy? - ANSWERS-platform, timing, tone, and narrative
Your client is an established eCommerce retail brand. Your media
strategy is to spend 60% of your budget on driving sales and 5% on
re-engaging existing customers from your database. What channels
would you recommend to achieve this objective? - ANSWERS-email
and paid search
,What can be used to help determine how paid advertising is
implemented over a specific period of time? - ANSWERS-media plan
What are the components in a campaign action plan that supports a
digital marketing strategy? - ANSWERS-briefing deadlines for
creative and non-paid channel plan details
Digital marketing - ANSWERS-the use of new media or digital
technology to achieve marketing and business goals
outbound marketing - ANSWERS-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
inbound marketing - ANSWERS-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
owned media - ANSWERS-the media you create and manage
paid media - ANSWERS-media or advertising that you have paid for
to drive banner and video viability, or clicks and traffic, to your
product, website, or service
, earned media - ANSWERS-free publicity generated by consumers,
PR, influencers, and people who speak about and share content
related to your brand or product. brand advocates live here
direct marketing - ANSWERS-involves promoting and selling directly
to the end buyer from the manufacturer with no other media owner
involved
print - ANSWERS-advertising that uses physically printed media to
reach consumers and prospects, such as newspapers, brochures and
magazine ads
outdoor - ANSWERS-billboards, bus stops and smaller placements,
bus sides, building wraps and installations and so on
referral - ANSWERS-involves promoting products or services to new
customers through referrals, usually by word of mouth
3i principles - ANSWERS-initiate, iterate, integrate
initiate - ANSWERS-start with what the customer actually wants and
work backwards through your strategy towards your objective
iterate - ANSWERS-testing and improving your activity now that you
understand more about the audience, the channels they use, and how
they view your brand online
INSTITUTE EXAM
You have been asked by senior management to demonstrate that
customer engagement offers value to your business. Which metrics
can be used to measure customer engagement? - ANSWERS-
sentiment and awareness
What are key items to assess during a performance review when your
team are building a digital strategy? - ANSWERS-assess performance
level to identify any required adjustments and assess if the team is
adhering to the strategy
What research phase activities can help develop insights to guide your
strategic direction? - ANSWERS-observing how people talk about
your brand, category or industry on social media and utilizing your
existing data on existing channels
When creating a research map, what should you first identify in order
to successfully derive research insights? - ANSWERS-the audience
and challenge you are facing
What should you do to ensure that all research used is strong and
contains trustworthy data? - ANSWERS-check that reputable sources
are cites and use data with large sample sizes
,You have been asked to conduct a digital audit in preparation of your
team's latest campaign. What are some of the key factors to assess? -
ANSWERS-social media and other channels and admin permissions
and access details
What key factors do you need to document when creating an audience
persona? - ANSWERS-age and content preferences
What key areas should you assess when undertaking competitor
research as you develop a digital marketing strategy? - ANSWERS-
content assessment and comparison of channels
What are the key elements to consider when establishing a creative
strategy? - ANSWERS-ideas and activations
What tactics can you use to help maximize your creative output across
social media platforms? - ANSWERS-creating assets that can be
converted easily to suit other platforms and editing existing visual
assets to suit social formats
What key areas should you focus your attention on when planning a
content strategy? - ANSWERS-platform, timing, tone, and narrative
Your client is an established eCommerce retail brand. Your media
strategy is to spend 60% of your budget on driving sales and 5% on
re-engaging existing customers from your database. What channels
would you recommend to achieve this objective? - ANSWERS-email
and paid search
,What can be used to help determine how paid advertising is
implemented over a specific period of time? - ANSWERS-media plan
What are the components in a campaign action plan that supports a
digital marketing strategy? - ANSWERS-briefing deadlines for
creative and non-paid channel plan details
Digital marketing - ANSWERS-the use of new media or digital
technology to achieve marketing and business goals
outbound marketing - ANSWERS-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
inbound marketing - ANSWERS-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
owned media - ANSWERS-the media you create and manage
paid media - ANSWERS-media or advertising that you have paid for
to drive banner and video viability, or clicks and traffic, to your
product, website, or service
, earned media - ANSWERS-free publicity generated by consumers,
PR, influencers, and people who speak about and share content
related to your brand or product. brand advocates live here
direct marketing - ANSWERS-involves promoting and selling directly
to the end buyer from the manufacturer with no other media owner
involved
print - ANSWERS-advertising that uses physically printed media to
reach consumers and prospects, such as newspapers, brochures and
magazine ads
outdoor - ANSWERS-billboards, bus stops and smaller placements,
bus sides, building wraps and installations and so on
referral - ANSWERS-involves promoting products or services to new
customers through referrals, usually by word of mouth
3i principles - ANSWERS-initiate, iterate, integrate
initiate - ANSWERS-start with what the customer actually wants and
work backwards through your strategy towards your objective
iterate - ANSWERS-testing and improving your activity now that you
understand more about the audience, the channels they use, and how
they view your brand online
