Marketing

Question 1

What is the consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service?

Answer 1

Purchase funnel

Question 2

What is the first stage of the purchase funnel?

Answer 2

Awareness - the customer is aware of the existence of a product or service (lead generation)

Question 3

What is the second stage of the purchase funnel?

Answer 3

Interest – actively expressing an interest in a solution to problem

Question 4

What is the penultimate stage of the purchase funnel?

Answer 4

Decision – The prospect is making the decision that they want the solution and are looking at the details of the solution.

Question 5

What is the final stage of the purchase funnel?

Answer 5

Action – The prospect is becoming a customer by finalizing the deal with you.

Question 6

What is is the tactic of serving targeted ads to people who have already visited or taken action on your website?

Answer 6

Remarketing

Retargeting

Question 7

What is a block of code that adds your website visitors to remarketing lists, which will allow you to target your ads to these visitors?

Answer 7

Remarketing tag

Question 8

What type of selling/marketing/advertising is done toward people who have purchased from you before?

Answer 8

Upsell

Question 9

What are two sweeteners you can offer in a search/display ad to someone who abandoned their cart?

Answer 9

Free shipping, Discount %

Question 10

What is a marketing approach focused on creating and distributing valuable, relevant, and consistent media and information to attract and retain a clearly defined audience?

Answer 10

Content marketing

Question 11

What type of marketing is intended to raise awareness of your company and getting your name out there?

Answer 11

Brand marketing

Question 12

What type of marketing is intended to deliver a call to action and get a potential customer to choose you?

Answer 12

Direct response marketing

Question 13

What are the three things to get right in the marketing mantra?

Answer 13

Right customer, right message, right time.

Question 14

What type of messaging reaches customers directly with customers with 98% read rate, and 90% read rate in the first 3 seconds?

Answer 14

Mobile messaging

Question 15

What is a document that shows a creative team/agency your goals, target audience, desired action, key selling points, mandatories, and timelines? (separate from brand guidelines)

Answer 15

Creative brief

Question 16

How should the branding and imagery visuals on your ad and the landing page the ad leads to relate?

Answer 16

They should Match

Question 17

How many goals or Calls To Action should each social media ad have? (E.g. sales, newsletter signups, social media followers)

Answer 17

One

Question 18

What tools can help you analyze your website data to determine which social media channels are driving traffic your way? So you can choose which platforms you should invest in?

Answer 18

Google analytics and Adobe analytics

Question 19

What third party analytics fools help you track the performance of your creative social media ad elements?

Answer 19

Marketo and Salesforce

Question 20

What URL-based tool helps you track where and how customers got to your site, such as the source site, what link was used, what campaign, and what was specifically clicked?

Answer 20

UTM URL parameters (Urchin Tracking Module)