Module 1

Question 1

Agency

Answer 1

An outside partner that fulfills a company’s digital marketing and advertising needs

Question 2

Business-to-business (B2B)

Answer 2

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

Question 3

Business-to-consumer (B2C)

Answer 3

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

Question 4

Consumer-to-business (C2B)

Answer 4

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

Question 5

Consumer-to-consumer (C2C)

Answer 5

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

Question 6

Digital channel

Answer 6

Any communication method or platform a business can use to reach their target audience online

Question 7

Digital marketing

Answer 7

The practice of reaching consumers online through digital channels with the aim of turning them into customers

Question 8

E-commerce

Answer 8

The buying and selling of goods or services using the internet

Question 9

Experiential marketing

Answer 9

The process of encouraging consumers to not only purchase a brand or product, but to experience it

Question 10

Influencer marketing

Answer 10

The process of enlisting influential people to endorse or mention a brand or product to their followers on social media

Question 11

In-house

Answer 11

Within a single company

Question 12

Social media marketing

Answer 12

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

Question 13

Transferable skills

Answer 13

Skills from other areas that can help someone progress a career in marketing

Question 14

Advantages of digital marketing (4)

Answer 14

1. It is cost- effective
2. It can reach more people than traditional campaigns
3. It can also produce faster results
4. It allows businesses to build relationships with customers through direct communication.

Question 15

Responsibilities of DM and e-com specialist (of any title)

Answer 15

• doing audience research
• planning, creating or publishing content
• updating product descriptions
• analyzing data

Question 16

Goals of the job of DM an e-com specialists (5)

Answer 16

• reaching and engaging potential customers online
• building trust
• demonstrating value
• driving sales
• creating a great customer experience

Question 17

Examples of transferable skills (4)

Answer 17

• curiosity
• creativity
• analytical mindset
• storytelling

Question 18

Strongest candidates for a DM/e-comm specialist have what?

Answer 18

The strongest candidates have a broad knowledge of the fundamentals and a deep understanding of one or two specific areas.

Question 19

Advantages of e-comm over brick-and-mortar storefronts (3)

Answer 19

e-commerce is generally cheaper, more convenient, and more accessible than storefront sales.