Font size
WorksheetsDigital Marketing Test 2
Total questions: 50
Worksheet time: 29mins
Digital Marketing is defined as:
Achieving marketing objectives through applying digital technologies
Achieving marketing objectives through applying contemporary technologies
Achieving marketing objectives through relationship technologies
Achieving marketing objectives through applying services technologies
One of the following is not a web browser:
Google Chrome
Google Meet
Internet Explorer
Mozilla Firefox
Digital technologies support marketing using the following methods: (More than 1 answer)
identifying
Anticipating
Supporting
Satisfying
What are the 5Ss of digital marketing?
Sell, Serve, Speak, Save, Sizzle
Sell, Serve, Support, Smile, Submit
Serve, Support, Smile, Submit, Sell
Sell, Serve, Spam, Smile, Sizzle
This is achieved through giving customers extra benefits online or inform product development through online dialogue and feedback:
Serve - add value
Sell - grow sales
Speak - get closer to customers
Sizzle - extend the brand online
Below are the applications of digital marketing EXCEPT:
An advertising medium
A direct response medium
A platform for feedback mechanism
A lead-generation method
A digital strategy involves aligning with business strategy and almost always involve ad -hoc approaches.
True
False
In the digital marketing strategy development process, evaluating e-marketing performance is part of selecting the strategic approach
True
False
Implementing e-marketing plan is part of delivering results online in the generic digital marketing strategy development process.
True
False
The acronym R.A.C.E. in digital marketing refers to:
Reach, Act, Convert, Engage
Revert, Action, Confuse, Engage
Reel, Answer, Converse, Entrap
Review, Answer, Convert, Engage
A strategy designed to foster customer loyalty, interaction and long-term engagement is called _________________.
Relationship marketing
Services marketing
Digital marketing
Customer behavior
Customer relationship management (CRM) approach focuses more on customer acquisition than customer retention.
True
False
CRM is designed to develop strong connections with customers by providing them with information unrelated to their needs and interests.
True
False
Social CRM characteristics are as follows EXCEPT:
It is not a pathway to customers but to potential customers
Customers share their experiences with millions online
Customers expect brands to respond quickly using social media
58% of businesses saw an increase in marketing costs by using social marketing
Which of the following statements about social customer relationship management is correct?
SCRM is a strategy for collecting and managing customer data.
Today's customers are less empowered and disconnected than ever before
SCRM is conversation driven and sales are a by-product
Traditional CRM is a strategy for customer engagement
A CRM system supports the following marketing applications EXCEPT:
Sales force automation
Customer Service Management
Managing the sales process
Search engine optimization
E-CRM is _________
Applying internet and other digital technology to acquire and retain customers by improving customer knowledge, targeting, service delivery and satisfaction
Applying customers and other digital technology to acquire and retain internet by improving service delivery and satisfaction
Applying digital technology to acquire companies by improving customer knowledge, targeting, service delivery and satisfaction
Applying digital technology to acquire customers by improving customer lifecycle
One of the following is NOT part of E-CRM benefits:
Customer development
Managing e-mail list quality
Implementing database management system
Personalization and customization
The four classic marketing activities of customer relationship management are:
Select, Acquire, Retain and Extend
Service, Attend, Recapture, Expand
Speak, Ascertain, Recover, Extend
Sense, Achieve, Retrain, Expand
What are the 5Is in relationship marketing?
Identification, Individualization, Interaction, Integration, Integrity
Identification, Information, Industrialization, Interactivity, Individualization
Interaction, Individualization, Improvement, Interaction, Interoperability
Information, Individualization, Interaction, Internationalization, Integrity
Which of the following statement about a company's website is untrue?
The website is an integrated communications channel
The website is a key part of customer buyer behavior
The website delivers a branded customer experience
The website has to be company-centric
Components of a successful website are as follows EXCEPT:
Credibility
Usability
Scalability
Invisibility
Choose the characteristics of high-quality website content:
Personalized
Detailed
Clear
Inaccurate
Timely
The online elements of service quality include the following EXCEPT:
Tangibles
Reliability
Responsiveness
Callousness
It is important for companies to understand customers' expectations and make clear service promises and then deliver on those promises.
True
False
The question, "Is information presented accepted by customers?" refer to the _______________ stage
Retention
Attention
Comprehension and perception
Yielding and acceptance
Web hosting serve as humanly memorable names for Internet participants, like computers, networks and services.
True
False
A web host provides space on its server so that other companies around the world can access the website by means of a network or modem.
True
False
One of the components of a successful website is "Sellability" which means ___________
Ease to use the website
Good design, layout, typography, images consistency in information is most appealing to target customers and can gain trust
Site must support sales, including testimonials and whatever that will make the company different from its competitors
Increase traffic to the website using SEO etc.
A good website should always begin with the (a) .
Companies that enjoy successful online marketing share two common characteristics:
consistently monitoring and improving
consistently improvising and adapting
consistently innovating and planning
consistently adapting and measuring
What is the definition of web analytics?
Techniques used to assess and improve the contribution of digital marketing to a business, including reviewing traffic volume, referrals, clickstreams, online reach data, customer satisfaction surveys, leads and sales
Techniques used to access and measure the contribution of relationship marketing to a business, including sharing traffic volume and referrals
Techniques used to acquire and improve the contribution of services marketing to a business, including online reach data and web hosting services
Techniques used to assess and improve the contribution of digital marketing to a business, including acquiring web hosting services, increasing traffic volume and referrals
Performance management for digital channels can be defined as a process used to (a) the efficiency and effectiveness of an organization and its processes.
Performance measurement process include the following:
Goal setting
Performance measurement
Performance diagnosis
Corrective action
Coercive action
_________ _________ is defined as record of customer actions taken as a consequence of a visit to a site.
(a)
Conversion rate is defined as percentage of site visitors who perform a particular action such as making a purchase.
True
False
Percentage of site visitors lost at each stage in making a purchase is defined as ______________ rate.
Attrition
Attention
Acquisition
Acknowledgement
Below are the potential reasons for causing attrition rate on an e-commerce site EXCEPT:
wrong audience
slow page load
awkward selection
on time delivery
____________ is a computer program that allows publishing, editing and modifying content as well as maintenance from a central interface.
Cover Management System
Content Management System
Customer Management System
Content Removal System
"What do we want to achieve?" refers to the ___________ performance measurement process.
Corrective action
Performance diagnosis
Goal setting
Performance enhancement
B2B refers to ____________.
Companies doing business with each other such as manufacturers selling to distributors and wholesalers selling to retailers.
Companies doing business with customers such as manufacturers selling to resellers and wholesalers selling to individuals.
Companies doing business with the government such as businesses selling to government departments and wholesalers selling to resellers.
Companies doing business with each other such as resellers selling to distributors and wholesalers selling to government.
What is an advantage of Email Marketing?
It does not take much for email to be marked as spam
Many consumers are email fatigued
It's highly measurable, and databases can be easily segmented.
When the list of subscribers is too large, it's difficult to customize
SEO is the acronym for?
Site Efficiency Optmisation
Site Engine Optimisation
Search Engine Optimisation
Search Engine Original
Digital marketing is often referred to as___________.
online marketing
internet marketing
web marketing
All of the above
___________is the process of promoting some products of certain brands and earning your commission out of every sale.
Email Marketing
Article Marketing
Blog Marketing
Affiliate Marketing
Which of the below is is a digital marketing techniques? (There is more than 1 correct answer)
Rewarding a site or individual for each sale/ lead i.e. Affiliate Marketing
Creating and sharing useful, relevant and quality content content i.e. Content Marketing
Engaging consumers at a booth by showing content on the tablet to generate interest
Reaching consumers through their mobile phone with content and information i.e. mobile marketing
Lead generation is to generate customer interest in the company product and services and creating contact lists of those user who have expressed interest.
True
False
Of the following website functions, which is the most important?
Having free reports, downloads, etc
Capturing email addresses of visitors
Having contact information on every page
Having free reports, downloads, etc
The best way to promote a business with social media is _______________.
To advertise your company, services and products
To collect as many contacts as possible
Offer a lot of helpful and free information
Invite potential clients to visit your website
What makes the mobile phone the ultimate brand engagement platform?
The mobile phone allows SMS, Messaging and Social Media to drive engagement.
The mobile phone enables businesses to use apps to drive engagement.
The mobile phone allows for targeted messages, customer engagement, and interactive features to drive engagement.
The mobile phone allows for targeted messages, advertising and apps to drive engagement.
