Module 7- Professional Skills for Digital Marketers Flashcards
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
Provide fluid communication between stakeholders
The project has a central, accountable point of contact
Resources can be planned ahead of time
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
Ensures team members have the resources they need
Guides the project from start to finish
Negotiates and manages conflict
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
Ability to plan and manage timelines
Ability to allocate resources
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
Write a project brief
Identify the project or campaign
Get input from the team
Develop goals and objectives
Map out timelines and tasks
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
Harness change for a competitive advantage
Assemble the project team and business owners on a daily basis throughout the project
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
Web analytics
CRM data
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
Improves marketers’ instincts for developing creative assets
Results in higher ROI
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
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
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
Agile delivers more ROI at less cost
Agile is built for growth
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
Prepare
Incubate
Illuminate
Verify
Practice
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
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
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
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
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
Pause and reflect on why the problem arose in the first place
Be as well informed as you can be about the problem
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
Identify the problem
Analyze the problem
Look for solutions
Make a decision
Implement the solution
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
Creative and research skills
Team-working and decision-making skills
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
It enables you to implement your policies
It provides the means to reach the end
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
It is not carefully planned
It evolves naturally as issues arise
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
It creates a better sense of direction for campaigns
It leads to greater operational efficiency
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
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
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’
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
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
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
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
You get more done in less time
Your stress levels reduce
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
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
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
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
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
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
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
Only view emails at specific times of the day
Only attend meetings if you are going to contribute
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
It helps teams become more productive
It enables employees to work together more harmoniously
Question
What nonverbal cues can impact your effectiveness as a communicator?
Choose TWO options.
Your height
Your smile
Your gender
Your posture
Your posture
Your smile
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
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
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
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
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
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
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
Ensure your body language and facial expressions match your message
Be assertive from the outset
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
When someone asks a question, pause for a few seconds before answering
Actively listen to any concerns raised and try to address those concerns
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
Use repetition to emphasize why the project needs a higher budget
Note the sensory phrases that senior management use and copy them
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
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
