Course 3 - Module 1

Question 1

Awareness stage:

Answer 1

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

Question 2

Brand awareness:

Answer 2

How familiar people are with a particular business or product

Question 3

Consideration stage:

Answer 3

The second stage of the marketing funnel, when marketers provide customers with more detailed information

Question 4

Conversion stage:

Answer 4

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

Question 5

Earned media:

Answer 5

Personal or public promotion of a brand or product

Question 6

Engagement:

Answer 6

How an audience interacts with a brand on social media

Question 7

Lead:

Answer 7

A potential customer who has interacted with a brand and shared personal information, like an email address

Question 8

Loyalty stage:

Answer 8

The fourth stage of the marketing funnel, when a marketer nurtures relationships with customers

Question 9

Marketing funnel:

Answer 9

A graphic representation of the process through which people go from learning about a brand to becoming loyal customers

Question 10

Organic social media:

Answer 10

Any social media activity that does not require a paid promotion

Question 11

Owned media:

Answer 11

All the digital content a brand fully controls

Question 12

Paid media:

Answer 12

Any form of digital promotion a brand pays to put online

Question 13

Pillars of social media marketing:

Answer 13

A strategy in which a marketer uses paid ads to target customers who have visited a company’s website, app, or social media profile

Question 14

Rule of seven:

Answer 14

A marketing concept that states a potential customer must see a message at least seven times before they’re ready to take action

Question 15

Social listening:

Answer 15

Refers to tracking and analyzing conversations and trends related to a brand

Question 16

Social media:

Answer 16

Any digital tool that enables users to create and share content publicly

Question 17

Social media analytics:

Answer 17

The process of collecting data from social media platforms and analyzing that data to make business decisions

Question 18

Social media marketing:

Answer 18

The process of creating content for different social media platforms in order to drive engagement and promote a business or product

Question 19

Social media report:

Answer 19

A document that presents relevant data and analysis about a brand’s social media activities

Question 20

User-generated content (UGC):

Answer 20

Any content created by people, rather than brands