Mock exam 2 questions Flashcards
Adding a blog to a website is USUALLY done with the aim of directly increasing which of the following?
a) Keywords which help improve SEO
b) Number of pages on a website
c) Internal communication plan
d) Number of people visiting the website
A - Adding a blog enables an organisation to target particular keywords with new content articles, improving the website’s ranking on search engines. It is unrelated to the internal communications plan. It can increase the number of people visiting the website, but will not do so directly. It will increase the number of pages on the website, but there is no benefit in doing that.
Which type of content encourages engagement during a campaign?
a) Individual tweets
b) Interactive quizzes
c) Short content posts
d) Old articles / blogs
B - Interactive quizzes are an opportunity for participation with a brand. Quizzes offer instant engagement as the call to action is immediate within a quiz via answering questions in a quick and easy manner.
Which of the following is likely NOT to influence in the communication style adopted in digital marketing?
a) Target audience
b) Product or service
c) Geographic segment
d) Channel used
C - Knowing the target audience and communicating with them in a way that is likely to engage with them is very important. The channel being used will also likely affect the communication style (short vs long, informal vs formal, individualised or not). The type of product or service will also very likely affect the communication tone whereas the geographic segment is less likely to since there is likely to be a cross-section of target audience across all geographic segments.
What is the MAIN benefit of adding relevant, in-depth articles to a website?
a) Demonstrates knowledge and keeps the website current
b) Allows customers to see what you are interested in
c) Shows how the website compares to other brands
d) Creates a place for business information to be found
A - Relevant, in-depth articles allow a website to showcase their depth of understanding of their subject matter, with fresh and up-to-date information, potentially reflecting trends and contemporary events.
Why SHOULD a digital marketing team work cohesively?
a) Ensures a coordinated approach to all aspects of a digital campaign
b) Creates a culture where no one is singled-out for blame for mistakes that occur
c) Produces a campaign where anyone can create what they want
d) Allows for everyone to try different roles during each campaign
A - Relevant, in-depth articles allow a website to showcase their depth of understanding of their subject matter, with fresh and up-to-date information, potentially reflecting trends and contemporary events.
A - Having a coordinated approach, working with as a team allows for a consistent image, tone of voice and campaign across all digital channels.
What is a copywriter responsible for?
a) Creating all types of online content
b) Creating written content in the voice of the brand
c) Managing the wider team in all things created
d) Managing the results of a campaign
B - The main function of the copywriter is to create written content for the brand. Having dedicated copywriters ensures the brand tone of voice is widely consistent across all digital mediums.
What is a good reason to create a campaign which focuses on customer retention?
a) To demonstrate to potential customers that the company cares.
b) To contact all individuals whose contact details are on file.
c) To increase the lifetime value of a customer.
d) To create more content to use online.
C - Existing customers have a high chance of making more purchases which increases the lifetime value of a customer
Which of the following could NOT be described as a channel for client acquisition?
a) Website
b) Email
c) Target Audience
d) Social Media
C - Target audience is not a channel for acquisition, but to whom the acquisition process is aimed at.
If all the staff listed below were part of the same digital marketing team, who is MOST LIKELY to be responsible for the planning of content and delivery using tools like Hootsuite?
a) Marketing manager
b) Content manager
c) Social media manager
d) Web developer
C - It is the responsibility of the social media manager to plan content and delivery and use tools such as Hootsuite to manage multiple social media channels.
A website visitor becoming a paid customer’ describes which phase of the customer lifecycle?
a) Reach
b) Acquisition
c) Conversion
d) Retention
C - Reach is finding potential customers; Acquisition is bringing them into the influence of the organisation; Retention is keeping customers and trying to sell more to them. Conversion is the process of getting a potential customer to make a purchase and become an actual customer.
A company is revisiting its approach to customer acquisition for their services. Which of the following is likely to be the LEAST EFFECTIVE in this initiative?
a) Take time out to review the latest market trends especially in the area of content marketing.
b) Perform a retrospective analysis of what has worked, and what hasn’t worked since the business started up.
c) Set new objectives within the company’s constraints taking into account all reviews of analytics to date.
d) Try out all the channels that have not previously been tried, regardless of cost, to see what works and what doesn’t.
D - Whilst it might be a good approach to try out new channels, it needs to fit within a strategy taking into account the constraints of the company which includes budget. Performing reviews of what has worked and what hasn’t worked in the past, as well as keeping up to date with current trends, is always good practice.
What is the MOST EFFECTIVE strategy when using analytics in generating audience engagement, considering the fast-moving trends in this area?
a) Choose KPIs that are aligned with current business goals.
b) Acquire a variety of tools that measure specific analytics.
c) Focus on social media listening and measuring brand awareness.
d) Stick to the proven platforms that have worked in the past for analytics.
A - Without carefully set objectives, measures and KPIs that are
appropriate for the business, activities and use of tools are likely to be misdirected. Sticking to proven approaches is a valid tactic, but with the fast-moving world of digital marketing, it is important to keep tactics under review.
Which of the following is MOST LIKELY to negatively impact a company’s reputation?
a) Failing to monitor online digital conversations adequately.
b) Failing to meet stakeholder and customer expectations.
c) Encouraging external parties to publish brand references.
d) Constant interaction with customers on social media.
B - Encouraging external parties to publish brand references is actually a positive impact on brand, and although care needs to be taken with the type of excessive interaction online with customers, it is generally accepted that
this activity is used to positively impact on brand. Failing to monitor online digital conversations is not good practice, since it is important in helping to understand what people are saying about a brand in order to be able to improve it.
Which of the following content types are known to have the highest level of engagement?
a) Videos and images.
b) Emojis and SMS language.
c) Text posts with over 1000 words.
d) Posts that include 10 or more hashtags
A - Video and image posts have been shown to attract the attention of users, and result in longer and more active engagement.
Which of the following are TYPICALLY consequences of failing to align digital and social media strategies to business objectives? a) The wrong audience is targeted., b) Budgets are not optimised., c) Analytics are often ignored., d) The wrong content is produced.
a) a, b and d only
b) b, c and d only
c) b and c only
d) a and d only.
A - Without aligning strategies to objectives, it is likely that most activities are not going to be focused on the correct things leading to targeting the wrong audience, producing the wrong content and wasting money. Analytics can still be used so ignoring them is not a consequence.
