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WorksheetsFinal Digital MAR
Total questions: 48
Worksheet time: 24mins
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
In the digital marketing strategy framework, which stage is characterised by evaluating the offer—for example, visiting the website, installing an app, or registering for a free trial—before deciding whether to progress?
Awareness
Consideration
Enthusiasm
Conversion
Why does the framework include enthusiasmas the final step afterconversion?
Conversion can be bypassed online, so enthusiasm replaces it.
Organisations want customers to return, rebuy, and recommend the brand, extending value beyond a single purchase
Government services do not track conversions, so enthusiasm is easier to measure.
Awareness alone already guarantees future sales without further action.
Which element of the SMART framework makes an objective “quantifiable” so it can be measured, according to the text?
Specific
Measurable
Achievable
Realistic
Which of the following actions BEST illustrates the Engagestage in REAN?
Attracting traffic to a brand-owned blog through SEO.
Downloading a mobile app and completing a purchase.
Watching a product video and “liking” the brand on social media.
Re-subscribing to an online service after a free trial expires
Which statement BEST describes the relationship among corporate, business, and functional strategies as outlined in the text?
Functional strategies guide business strategies, which in turn determine the corporate strategy
The corporate strategy informs business strategies, which then guide the functional strategies
Each strategy level operates independently, with no hierarchical linkage
Business strategies combine corporate and functional elements into a single plan
Which TOWS strategy is viewed as defensive, aiming to “minimise weaknesses and avoid threats,” and may prompt a review of organisational viability if it is the only feasible option?
ST
WO
SO
WT
What is the fundamental shift between the traditional product-focus model and newer digital strategy frameworks?
Moving from a community orientation to strict company control of messaging
Shifting the main metric from conversion to brand awareness only.
Changing from viewing the sale as the journey’s end to treating it as one step in an ongoing customer journey.
Eliminating the need for any product-related metrics
What reason did the McKinsey researchers give for proposing a loop model rather than a traditional linear approach?
Loop models reduce marketing budgets by 20%
Consumers have changed the way they research and buy products, making the linear funnel outdated.
Loop models require less data and are easier to implement
Linear funnels apply only to service industries, not products.
From the 5Ss model, which “S” is widely considered the toughest objective to develop because it requires adding a “wow” factor that makes a product or service truly stand out
Sell
Serve
Save
Sizzle
What is the primary purpose of a digital marketing plan?
To reduce product pricing
To guide tactical decisions and allocate resources
C) To develop new product features
D) To create customer loyalty programs
In the digital marketing mix, which product category best fits downloadable software or subscription-based tools?
A) Physical products
B) Digital products
C) Luxury goods
D) Processed goods
What is a benefit of digital processes in online shopping?
A) Limited product variety
B) Removal of physical stores
C) Enhanced reordering via saved baskets
D) Higher shipping costs
Why is timing an important factor in digital advertising campaign planning?
A) It helps reduce advertising platform fees
B) It aligns ad delivery with when the audience is most receptive
C) It guarantees higher conversion rates
D) It eliminates the need for persona development
Which budgeting method bases the marketing budget on goals and required actions?
A) Budget available
B) Objective and task
C) Last year's budget
D) Turnover percentage
Which of the following is nota characteristic used to assess stakeholder influence?
A) Legitimacy
B) Urgency
C) Budget authority
D) Salience
Which pricing strategy allows customers to pay any amount they choose?
A) Subscription pricing
B) Group buying
C) Participative pricing
D) Cost-plus pricing
In the STP framework, which step ensures the brand communicates clearly to a specific audience group?
A) Segmentation
B) Targeting
C) Positioning
D) Personalization
What is the main advantage of using pre-testing (e.g., A/B testing) in digital ad campaigns?
A) It guarantees increased ROI
B) It extends the campaign’s timeline
C) It helps identify the most effective ad before full launch
D) It eliminates the need for post-testing
What is one advantage of a one-page digital marketing plan?
A) It excludes budgeting information
B) It replaces persona development
C) It presents the strategy, objectives, and tactics clearly and concisely
D) It eliminates the need for visual content
ROMI stands for
a. Return On Marketing Interest
b. Responses On Marketing Investment
c. Return On Marketing Investment
d. Responses On Marketing Involvement
In the SAF framework, the Acceptabilitydimension primarily evaluates
A) whether the plan exploits strategic capabilities
B) whether sufficient resources exist
C) whether expected outcomes meet stakeholder expectations and acceptable risk levels
D) whether the plan fits future environmental trends
The RACI model stands for (Multiple Choice)
a. Responsible, Accountable, Consulted, Informed
b. Responsible, Acquisitive, Consulted, Informed
c. Responsible, Accountable, Confident, Informed
In the RACImodel, the group that receives one-way updates afterdecisions are taken is labeled
A) Consulted
B) Responsible
C) Accountable
D) Informed
In the blended 9Msresource model, which “M” represents uncontrollable environmental factors that can disrupt a plan?
A) Management
B) Minutes
C) Measurement
D) Mother nature
The SAF Framework stands for
a. Suitability, Actionability, Feasibility
b. Suitability, Acceptability, Functionality
c. Suitability, Acceptability, Feasibility
Which of the following best describes an organic poston social media?
a. A post that reaches an audience through paid advertising
b. A promotional post that Facebook prioritizes in feeds
c. An unpaid, non-sales-focused update shared without boosting
d. A message sent through WhatsApp that includes ad targeting
What is one key benefit of using the RACI matrix in project work?
a. It guarantees everyone completes the same tasks for efficiency
b. It clarifies roles and responsibilities to avoid confusion and duplication
c. It eliminates the need for follow-up meetings
d. It ensures all team members work independently without overlap
One advantage of marketing dashboards is that they
A) eliminate the need for detailed reports
B) present a consistent set of metrics, enabling teams to spot trends and act quickly
C) automatically publish annual statements
D) guarantee campaign success
What is the first phase in the digital transformation process?
A. Digitalisation
B. Integration
C. Digitisation
D. Innovation
Which of the following is a distinct characteristic of digital marketing compared to traditional marketing?
A. Emotionally driven messaging with no analytics
B. Fixed campaign schedules and offline distribution
C. Agile and flexible operations allowing rapid campaign changes
D. Primarily reliant on billboards and print advertisements
Which of the following is a key challenge to successful digital transformation projects?
A. Too many software tools
B. People and communication issues
C. Lackof consumer interest
D. Excessive focus on revenue
What does the concept of Corporate Digital Responsibility (CDR) emphasize for companies?
A. Reducing ad budgets and outsourcing all digital tasks
B. Prioritizing physical innovation over digital ethics
C. Applying ethical practices in digital operations and data use
D. Avoiding stakeholder involvement in digital strategy
What prompted rapid governmental digital transformation during the COVID-19 pandemic?
A. Need to inform and support citizens
B. Competitive tech pressures
C. Economic growth opportunities
D. Political reform demands
Which of the following best explains the difference between digitisation and digitalisation?
A. Digitisation is about using AI, while digitalisation is about using social media.
B. Digitisation refers to converting information to digital form, while digitalisation refers to using technology to change business processes.
C. Digitisation involves data analysis, while digitalisation focuses on website design.
D. Digitisation and digitalisation are interchangeable terms describing the same process
What was a major reason for the failure of GE’s digital transformation initiative?
A. Budget cuts
B. Poor branding
C. Misalignment with the core company
D. Lack of product innovation
Which trend best reflects the shift in online consumer behavior in the digital age?
A. Increased demand for printed brochures
B. Reliance on brick-and-mortar stores for product information
C. Expectation of ethical digital practices and personalization
D. Preference for anonymous browsing with no data tracking
What concept extends Corporate Social Responsibility into digital contexts?
A. Corporate Digital Responsibility
B. Customer Trust Index
C. Digital Brand Loyalty
D. Digital Citizenship Strategy
What was a primary objectiveof governments during the "React" phase of digital transformation in response to COVID-19?
A. Launching e-commerce platforms
B. Creating new taxation policies for digital companies
C. Promoting luxury digital services to the elite
D. Combating misinformation and providing reliable online information
