WorksheetsChapter 5: Digital and Social Media Marketing
Total questions: 23
Worksheet time: 12mins
A digital and social media marketing plan is important because it…
Eliminates the needs for the social media marketing planning cycle.
Guides the organisation's strategic and operational direction.
Cannot be used for traditional marketing as well.
Limits how much time a person spends using social media.
Promotes products and services through traditional channels
Which of the following applies to digital marketing strategy implementation…
Successful digital strategies do 'just happen'
Realisation of digital marketing strategy only depends on the financial budget allocation
Good campaign project management is closely related to success of digital and social media strategy implementation
Not every digital marketing campaign is a project and therefore these do not require project management skills
Failing to plan is planning to fail does not apply to digital marketing
Which of the following is the leading digital function in an organisation that aims for customer centricity
Finance
People
Marketing
Production
Operations
Which of the following does not directly affect the digital marketer
24/7 culture of online activities
Staff burnout and staff turnover
Poor business operations
Around the clock customer communication
Speed of response and customer requirements
Which of these is NOT a tool used for integrated digital channel management options?
Sprout Social
Hootsuite
HubSpot
Baidu index
Pardot
Which of the following is not a process in project management
Communication protocols
Update meetings with internal stakeholders
Making random decisions and disregarding what data says
Update meetings with external stakeholders
Gantt Charts planning
Which of these is a project management methodology?
Spreadsheets for tracking campaign activities
Analytics packages for digital activities implementation and measurement
Gantt Charts creation
Critical path identification
PRINCE2
Creating and curating content via digital channels does not require the knowledge/skills of…
Product life cycle
Good copywriting
Customer Journey
Java coding
Product seasonality
Which of the following represents the action learning stages of project management?
Planning, organising, leading, controlling
Preparing, implementing, observing, improving
Marketing, people, finance, production, operations
Scope, quality, cost, time
Planning, acting, observing, reflecting
The Digital Project Triangle consists of…
Scope, quality, cost, time
Aim, quality, resources, effect
Scope, quality, resources, time
Aim, quality, resources, effect
Who, what, where, when, why
What are Key Peformance Indicators (KPIs) used for?
To understand the nature of a digital campaign
To measure the implementation of SMART objectives
To define the needs of stakeholders
To redefine the strategy of a digital campaign
To establish the appropriate digital marketing implementation cycles
Long term perspective of digital marketing strategy is summarised by
Keyword research
Social media competitors analysis
Buyer Persona Spring
Gantt Chart
Risk assessment
SMART stands for...
Solid, Monitored, Achievable, Realisable, Time-bound
Specific, Monitored, Attainable, Realisable, Time-related
Safe, Matched, Attainable, Realisable, Time-bound
Specific, Measurable, Attainable, Realistic, Time-bound
Saleable, Matchable, Action-oriented, Relevant, Time-Related
Strategic business and marketing objectives generally have a time horizon of…
5-10 years
3-5 years
2-3 years
1-2 years
Less than 1 year
Buyer Persona Spring can be used for operational planning using…
Blank Canvas
Buyer Persona Canvas
Business Model Canvas
Digital Engagement Canvas
All of the other options
Which of the following statements about social capital is wrong?
It offers a competitive advantage
It may constitute a number of interactions with the brand
It is the company value established via social media
It cannot be quantified in money
It is a method of fundraising using social lending
The implementation cycle does NOT…
Tend to go through a number of iterative cycles
Favour continuous improvement
Stops after one iteration
Consist of four phases
Continues indefinitely
The planning phase in the nine steps approach…
Includes setting campaign aims, planning and monitoring KPI's
Requires defining strategic aims, short terms objectives, choice of channels and content
Assumes ongoing project management and results monitoring
Requires choice of channels, content and data as well as implementing KPIs for monitoring
All of the other options
The Google Trends tool is helpful for …
Defining strategic aims
SEM effects
Knowing exact number of search volume
Seasonality identification
The choice of campaign channels
The nine steps of the digital marketing campaign implementation cycle start with
Scoping and setting campaign aims
Channels, Content and Data
Strategic business aims
Plan quality KPIs
Short-term campaign objectives
The last stage of the nine steps of the digital marketing campaign implementation cycle is…
Channels, Content and Data
Plan quality KPIs
Reflect on the effectiveness
Ongoing project management
Monitor KPIs
The reflecting phase in the nine steps approach…
Is used to monitor the results obtained and creates the basis for future campaigns KPIs
includes monitoring KPIs
Closes the campaign cycle and does not require further amendments
Rarely takes into consideration stakeholder correspondence or feedback
Is sometimes neglected, as SMEs often reduce its importance
Examples of brand awareness campaign objectives might include…
Generating traffic and backlinks to your homepage
Positive brand mentions and buyer persona interaction
Number of purchases made
Bounce rate increase
Increase in average shopping basket value
