Module 7- Professional Skills for Digital Marketers

Question 1

What benefits can effective project management offer to a digital marketing project?

Choose THREE options.

Provide fluid communication between stakeholders

The project has a central, accountable point of contact

Resources can be planned ahead of time

Fewer stakeholders need to be involved

The cost of the project reduces

Answer 1

Provide fluid communication between stakeholders
The project has a central, accountable point of contact
Resources can be planned ahead of time

Question 2

When managing a digital marketing project, what are your duties and responsibilities as a project manager?

Choose THREE options.

Ensures team members have the resources they need

Generates sales leads and conversions

Guides the project from start to finish

Negotiates and manages conflict

Updates health and safety guidelines

Answer 2

Ensures team members have the resources they need
Guides the project from start to finish
Negotiates and manages conflict

Question 3

What skill sets and abilities does an effective project manager need to possess?

Choose TWO options.

Ability to plan and manage timelines

Ability to allocate resources

Ability to read and interpret financial accounts

Ability to network with industry and subject matter experts

Answer 3

Ability to plan and manage timelines
Ability to allocate resources

Question 4

The first five steps in the seven-step framework for managing projects take place before the project even commences, while the last two steps focus on starting and finishing the project.

What are these first five steps in the seven-step framework?

Choose FIVE options.

Write a project brief

Conduct a situational analysis

Analyze business needs

Identify the project or campaign

Get input from the team

Develop goals and objectives

Map out timelines and tasks

Answer 4

Write a project brief
Identify the project or campaign
Get input from the team
Develop goals and objectives
Map out timelines and tasks

Question 5

What are the key principles of agile thinking that are most relevant to marketers?

Choose TWO options.

Implement long projects so that employees notice small improvements over time

Incorporate processes and tools into activities and interactions

Harness change for a competitive advantage

Assemble the project team and business owners on a daily basis throughout the project

Answer 5

Harness change for a competitive advantage
Assemble the project team and business owners on a daily basis throughout the project

Question 6

Within digital marketing, the ‘test and learn’ approach is often used where we try something, and then adapt the campaign based on performance data.

What are the sources of data which can be used for this approach?

Choose TWO options.

Web analytics

CRM data

Survey data

NPS data

Answer 6

Web analytics
CRM data

Question 7

The ‘test and learn’ approach is now widely used to drive business performance due to its great benefits.

What benefits can the ‘test and learn’ approach provide to marketers?

Choose TWO options.

Improves marketers’ instincts for developing creative assets

Results in higher ROI

Results in a lower number of activities and experiments

Improves the business’s ability to attract new customers

Answer 7

Improves marketers’ instincts for developing creative assets
Results in higher ROI

Question 8

You are part of an agile marketing team considering the best creatives to use for an upcoming content marketing campaign.

How can you lower the risk that audiences will not respond positively to the campaign without incurring significant financial cost?

Choose TWO options.

Get approval (or sign-off) prior to starting the project

Focus most of the budget at the beginning of the project

Strip back each creative asset to its most essential parts, and test different variations

Try the content with specific niche audiences to see how they respond

Answer 8

Strip back each creative asset to its most essential parts, and test different variations
Try the content with specific niche audiences to see how they respond

Question 9

Which statements describe the benefits of agile thinking for marketers?

Choose TWO options.

Agile delivers more ROI at less cost

Agile involves less measurement of metrics

Agile provides more documentation

Agile is built for growth

Answer 9

Agile delivers more ROI at less cost
Agile is built for growth

Question 10

Creativity doesn’t just happen - it is a process that needs to be applied and practiced.

Starting with the first stage, put in order the five stages of the creative process for generating new ideas.

Drag each option to put the five stages of the creative process in order.

Illuminate
Prepare
Practice
Incubate
Verify

Answer 10

Prepare
Incubate
Illuminate
Verify
Practice

Question 11

You need to write a compelling blog post about your company’s GDPR policy and compliance. However, you’re struggling to come up with engaging ideas.

How could you remove barriers to creativity in this scenario?

Choose TWO options.

Avoid considering any unconventional or unusual ideas in case people find them ridiculous

Stick to your usual writing routine to ensure a consistent approach to your blogging

Look at the subject from another angle, such as GDPR breaches that other companies have encountered

Talk to a colleague who is experienced in the area of GDPR and see how they would approach the subject

Answer 11

Look at the subject from another angle, such as GDPR breaches that other companies have encountered

Talk to a colleague who is experienced in the area of GDPR and see how they would approach the subject

Question 12

You have given a detailed presentation on how implementing a new UX strategy can help to increase conversions.

However, senior management have rejected your ideas because they don’t see a guaranteed return on investment.

By applying best practice, how can you respond effectively to this failure?

Choose TWO options.

Thank the management team, and say you will investigate the potential ROI and get back to them

Offer to give the presentation again because they failed to grasp the content

Abandon your optimization project and redirect your efforts to a new project

Use facts and hard data to explain how it will positively impact the return on investment

Answer 12

Thank the management team, and say you will investigate the potential ROI and get back to them

Use facts and hard data to explain how it will positively impact the return on investment

Question 13

Question
What techniques can you use to effectively describe a problem you encounter in the workplace?

Choose TWO options.

Base your analysis of the problem on your own personal experience

Pause and reflect on why the problem arose in the first place

Think of the problem in purely emotional terms

Be as well informed as you can be about the problem

Answer 13

Pause and reflect on why the problem arose in the first place

Be as well informed as you can be about the problem

Question 14

A typical problem-solving strategy contains six steps. The sixth step is ‘Get feedback’.

Starting with the first step, put the first five steps in order.

Drag each option to put the problem-solving strategy steps in the correct order.

Implement the solution
Make a decision
Analyze the problem
Look for solutions
Identify the problem

Answer 14

Identify the problem
Analyze the problem
Look for solutions
Make a decision
Implement the solution

Question 15

What key skill-sets should you focus on developing in order to become an effective problem-solver?

Choose TWO options.

Team-working and decision-making skills

Linguistic and presentation skills

Creative and research skills

Accounting and technical skills

Answer 15

Creative and research skills
Team-working and decision-making skills

Question 16

Strategic thinking is a process you can use to view, weigh up, and create the future for yourself and others. It is an extremely effective and valuable skill. When used correctly, it can help you make good decisions related to your work or personal life.

Why is strategic thinking so important for digital leaders?

Select TWO options.

It helps you to increase the size of your team

It enables you to communicate effectively

It enables you to implement your policies

It provides the means to reach the end

Answer 16

It enables you to implement your policies

It provides the means to reach the end

Question 17

The classic 1987 Harvard Business Review article, “Crafting Strategy” by Henry Mintzberg, presents the idea of ‘emergent strategy’.

What are the characteristics of an emergent strategy?

Select TWO options.

It takes into account every possible eventuality

It evolves naturally as issues arise

It is driven by younger members of the organization

It is not carefully planned

Answer 17

It is not carefully planned

It evolves naturally as issues arise

Question 18

Question
What are the benefits of strategic thinking for a marketer?

Choose TWO options.

It allows for a more reactive approach to campaign development

It creates a better sense of direction for campaigns

It reduces the size of the marketing budget

It leads to greater operational efficiency

Answer 18

It creates a better sense of direction for campaigns
It leads to greater operational efficiency

Question 19

Which of these behaviors characterize strategic thinking?

Choose TWO options.

Following the success of an online voucher campaign, a marketer develops an identical campaign for next year

A marketer looks at the big picture and ensures his social campaign integrates with the company’s other strategies

A marketer develops a Facebook campaign, but builds in contingencies for future changes to the platform

A marketer designs an exciting new email campaign, based on current data protection standards

Answer 19

A marketer looks at the big picture and ensures his social campaign integrates with the company’s other strategies

A marketer develops a Facebook campaign, but builds in contingencies for future changes to the platform

Question 20

There are six steps involved in Future-basing®. The final step is ‘Generate buy-in’.

Starting with the first step, put the first five steps in order:

Drag each option to the correct target.

Note the evidence from your feelings
Create a frame for success
Develop the vision
Map out how you got this ideal future
Stimulate the imagination by ‘reviewing the future’

Answer 20

Stimulate the imagination by ‘reviewing the future’
Create a frame for success
Develop the vision
Note the evidence from your feelings
Map out how you got this ideal future

Question 21

You have to research and write a report before lunchtime. Your colleague is asking you to give him some feedback on his designs for a new website.

How should you manage your time in this situation?

Choose TWO options.

Responses

Say ‘no’ calmly, explaining that you have an urgent deadline to meet

Invite your colleague to sit down and show you his designs

Explain quickly that you’re busy and stressed, and tell your colleague to ask someone else

Before you reply, clarify exactly what it is you are being asked to do

Answer 21

Before you reply, clarify exactly what it is you are being asked to do
Say ‘no’ calmly, explaining that you have an urgent deadline to meet

Question 22

What are the benefits of effective time management?

Choose TWO options.

Responses

You get more done in less time

You get by on less sleep

You are better at taking risks

Your stress levels reduce

Answer 22

You get more done in less time
Your stress levels reduce

Question 23

Managing time effectively involves prioritizing tasks and setting goals. In order to do this, you first need to be able to distinguish between what is important and what is urgent.

Match each task to the correct category.

Drag each option to the relevant target.

Paying your mortgage after a missed payment deadline
Taking phone calls at your desk
Watching a TV programme
Providing feedback to colleagues about their work

Urgent and important
Not Urgent and Not important
Not urgent but important
Urgent but not important

Answer 23

Paying your mortgage after a missed payment deadline
-Urgent and important

Taking phone calls at your desk
-Urgent but not important

Watching a TV programme
-Not Urgent and Not important

Providing feedback to colleagues about their work
-Not urgent but important

Question 24

It’s the start of a new work day, and you have to research and post numerous social media updates by lunchtime.

What steps should you take to achieve this goal?

Choose TWO options.

Write down all the updates you need to post and the details you need to include

Talk to your colleagues about the updates you are planning to post

Aim to complete 20 posts by 11am, even though it usually takes a full morning to do this

Tick off each item from your to-do list as you complete it

Answer 24

Write down all the updates you need to post and the details you need to include
Tick off each item from your to-do list as you complete it

Question 25

You have to create a presentation about your team’s recent omnichannel strategy successes for the board of management.

The board meeting is tomorrow and you are feeling stressed about the deadline.

What steps could you take to save and create time in this situation?

Choose TWO options.

Delegate the design of any images you want to include in your presentation to a colleague

Start the day by working on your presentation, and set a time limit for completing it

Focus on other tasks in the morning, so you can devote the entire afternoon to your presentation

Multitask, so you don’t fall behind on other projects while you work on the presentation

Answer 25

Delegate the design of any images you want to include in your presentation to a colleague

Start the day by working on your presentation, and set a time limit for completing it

Question 26

What steps can you take to eliminate personal time stealers?

Choose TWO options.

Only view emails at specific times of the day

Only attend meetings if you are going to contribute

Always start at the beginning of every task

Strive for perfection in everything you do

Answer 26

Only view emails at specific times of the day

Only attend meetings if you are going to contribute

Question 27

What are the benefits of effective communication in the workplace?

Choose TWO options.

It helps teams become more productive

It increases competition between team members

It enables employees to work together more harmoniously

It results in higher turnover rates among employees

Answer 27

It helps teams become more productive
It enables employees to work together more harmoniously

Question 28

Question
What nonverbal cues can impact your effectiveness as a communicator?

Choose TWO options.

Your height
Your smile
Your gender
Your posture

Answer 28

Your posture
Your smile

Question 29

Match each communication type to the relevant example.

Using a graph to show falling sales
Actively trying to hear what the other person is saying
Smiling and nodding as the other person speaks
Sending an email to your team
Speaking clearly and using simple, concrete words

Listening
Visual
Written
Verbal
Nonverbal

Answer 29

Using a graph to show falling sales
-Visual

Actively trying to hear what the other person is saying
-Listening

Smiling and nodding as the other person speaks
-Nonverbal

Sending an email to your team
-Written

Speaking clearly and using simple, concrete words
-Verbal

Question 30

One of the top bloggers on your marketing team feels that you aren’t taking his ideas seriously. He complains to you about your attitude towards him.

How could you communicate effectively with him in this situation?

Choose TWO options.

Before you speak, observe his body language for signs of stress or uncertainty

Ask a number of questions on an unrelated matter to distract from the issue

After he stops complaining, pause for a moment and allow things to cool

Interrupt the blogger to say that he’s wrong and explain how the confusion arose

Answer 30

Before you speak, observe his body language for signs of stress or uncertainty

After he stops complaining, pause for a moment and allow things to cool

Question 31

A graphic designer on your team is very excited as he explains his plans for a total redesign of the company website to you. You aren’t convinced of the approach he is taking.

How could you communicate effectively with him in this situation?

Choose TWO options.

Remind him that all designs must follow the graphic guidelines and failure to do so will cause problems

Use different body language to his to show that you are open to new ideas

Anticipate the questions he may ask you, and prepare a set of responses in advance

Ask him short but impactful questions about his designs

Answer 31

Anticipate the questions he may ask you, and prepare a set of responses in advance

Ask him short but impactful questions about his designs

Question 32

Question
How can you be persuasive when interacting with others?

Choose TWO options.

Avoid sharing bad news

Never say ‘no’ to a request

Ensure your body language and facial expressions match your message

Be assertive from the outset

Answer 32

Ensure your body language and facial expressions match your message

Be assertive from the outset

Question 33

What techniques could you use to persuade your colleagues when making a proposal?

Choose TWO options.

When someone asks a question, pause for a few seconds before answering

Actively listen to any concerns raised and try to address those concerns

When someone asks a question, glance to your right before answering

Start your proposal in a run-of-the-mill way but throw in a surprising fact at the end

Answer 33

When someone asks a question, pause for a few seconds before answering

Actively listen to any concerns raised and try to address those concerns

Question 34

You want to persuade senior management to increase the budget for your social media marketing campaign.

What techniques could you use to maximize the impact of your proposal?

Choose TWO options.

Use repetition to emphasize why the project needs a higher budget

Stand assertively and move into people’s personal space in order to make a point

Note the sensory phrases that senior management use and copy them

Ignore any signs of disconnect by continuing to emphasize your key points

Answer 34

Use repetition to emphasize why the project needs a higher budget
Note the sensory phrases that senior management use and copy them

Question 35

You want to roll out a new time-management system to your marketing team. However, your proposal is being greeted with skepticism and, in some cases, outright hostility.

What techniques could you use to overcome objections to your proposal?

Choose TWO options.

Pre-handle objections to the new system by assuring people that it will not increase their workload

Find common ground with your team members by explaining how everyone will benefit from the new system

Warn team members that the CEO expects everyone to adopt the new system immediately

Ask team members to trust you on this issue

Answer 35

Pre-handle objections to the new system by assuring people that it will not increase their workload

Find common ground with your team members by explaining how everyone will benefit from the new system