Final Digital MAR

Steps in the digital marketing audit are

• a. Strategy, plan, audit

• b. Audit, strategy, plan

• c. Plan, audit, strategy

The macro environment includes (Pick Three)

• a. The organisation

• b. Wider stakeholders

• c. Foreign competitors

• d. PESTLE factors

• e. Staff working in the organisation

Social media monitoring is an active process of attending to, observing, interpreting, and responding to a variety of stimuli through mediated, electronic, and social channels. (True or False)

• T

• F

The digital 7Cs for competitor evaluation include

• a. customers, convenience, competition, communications, consistency, customisation and culture

• b. culture, convenience, competition, communications, consistency, customisation and competence

• c. customers, convenience, capability, competition, communications, consistency, and chatbots

Which micro-environment factor (from the 7Ps) focuses on the digital skills of staff and their readiness for new technology?

• Digital place

• Digital people

• Digital processes

• Digital promotion

According to the 7Cs framework, convenience in a digital marketing audit is primarily about:

• How a company manages its internal policies for employee behavior

• The ease with which a customer can complete a desired action (purchase, sign-up, etc.)

• A business’s ability to disrupt a market with new technology

• The tone and style an organization uses on social media

In Helly Hansen’s Digital PESTLE analysis, which factor is most relevant when discussing consumers’ concern about fake products and online auction sites?

• Political

• Economic

• Environmental

• Technological

How do capability and competence differ in the context of a digital marketing audit

• They are identical concepts and can be used interchangeably.

• “Capability” refers to staff skill sets, while “competence” refers to data-driven insights.

• “Capability” is about having the processes/infrastructure in place; “competence” is about having the skills or knowledge to use them effectively
  

• “Capability” applies only to large companies; “competence” applies only to small businesses

In the context of a digital marketing audit, which statement best describes the purpose of social listening?

• It allows marketers to store customer data in offline databases.

• It involves passively watching ads on TV to see how customers react.

• It is an active process of observing, interpreting, and responding to customers’ online conversations and feedback
  

• It only applies to government organizations looking for citizen feedback

Which of the following choices BEST represents a tactic?

• Establishing a ten-year vision to reposition the brand around sustainability

• Setting a SMART goal to increase online sales by 15% within 12months

• Running a series of paid Instagram ads to promote a new product

• Designing a multi-year roadmap to enter two new international markets