Foundations of Digital Marketing and E-commerce
Weekly challenge 1
1.
Question 1
What is a digital marketing channel?
1 / 1 point
The practice of reaching consumers online through digital channels
Any communication method or platform a business can use to reach its target audience online
The buying and selling of goods and services online
A physical storefront
2.
Question 2
There are several advantages of digital marketing. Which of the following applies? Select all that apply.
0.75 / 1 point
It reaches more people
It produces slower results
It is more convenient than storefront sales
It is cost-effective
3.
Question 3
With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?
1 / 1 point
Build relationships with customers
Create brand recognition
Measure results easily
Get faster results
4.
Question 4
Fill in the blank: It is helpful to specialize in a marketing role that aligns with your _____.
1 / 1 point
strengths
location
weaknesses
budget
5.
Question 5
What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?
1 / 1 point
Communicate data insights effectively to engage an audience.
Collect and organize information to spot patterns, uncover trends, and solve problems.
Seek out answers about people—what they want, how they think, and what motivates them to take action.
Use data insights to adapt to new situations.
6.
Question 6
Why should you create a portfolio?
1 / 1 point
To show a letter of recommendation from past employers
To show samples of your past work and relevant work experience
To list your previous job titles
To use as an application form for a job
7.
Question 7
Consider this scenario:
A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours.
Which type of role should they consider?
1 / 1 point
An in-house role
A staffing firm role
An agency role
An internship
8.
Question 8
Consider this scenario:
A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.
Which type of role should they consider?
1 / 1 point
An agency role
An in-house role
Full-time employment
An internship
9.
Question 9
Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?
1 / 1 point
Strategist-level roles
Product manager-level roles
Associate-level roles
Account manager-level roles
10.
Question 10
What are typical job responsibilities for an e-commerce analyst? Select three answers.
0.5 / 1 point
Analyze data from website or mobile app
Ensure email ads generate desired results on a website
Confirm customer interactions align with business objectives
Facilitate a website purchase
Weekly challenge 2
1.
Question 1
How does digital marketing help companies stand out from the competition?
1 / 1 point
It increases stakeholder engagement before, during, and after a purchase.
It identifies new vendors before, during, and after a purchase.
It emails former employees before, during, and after a purchase.
It reaches potential customers before, during, and after a purchase.
2.
Question 2
What does a successful digital marketing strategy build?
1 / 1 point
Trust in a brand
Confidence in a competitor’s products
More sales among one-time customers
Low-performing products
3.
Question 3
Consider the following scenario:
A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.
What is the path called that the customer takes from finding the product to recommending it?
1 / 1 point
The company pain points
The customer journey
The awareness tactic
The strategic marketing plan
Correct
4.
Question 4
Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.
1 / 1 point
product marketing summary
customer impact collage
product impact graph
customer journey map
Correct
5.
Question 5
Why is a marketing funnel wide at the top and narrow at the bottom?
1 / 1 point
A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom.
Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.
A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
Correct
6.
Question 6
Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.
1 / 1 point
consideration
awareness
conversion
communication
Correct
7.
Question 7
Which outcomes take place at the top of the marketing funnel? Select two answers.
1 / 1 point
Awareness
Correct
Brand loyalty
Customer conversion
Customer engagement
Correct
8.
Question 8
Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.
1 / 1 point
outline
highlight
communicate
measure
Correct
9.
Question 9
Which of these are conversion tactics? Select all that apply.
0.4 / 1 point
Rewards programs
This should not be selected
Please review the video on the bottom part of the marketing funnel.
Follow-up emails
This should not be selected
Please review the video on the bottom part of the marketing funnel.
A smooth checkout process
Correct
A clear returns policy
Correct
Product-focused ads
10.
Question 10
Consider the following scenario:
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.
Why is it important for online companies to measure these instances of cart abandonment?
1 / 1 point
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
Losing conversions count against the company, resulting in loss of trust among potential customers.
Weekly challenge 3
1.
Question 1
Which of the following best describes a brand?
0 / 1 point
How a company markets its primary asset, like a product or service
How a company communicates its values and culture
How much customers are willing to pay for a company’s products
How a company is perceived by the public
2.
Question 2
Why is it important to know about brands and their values?
1 / 1 point
It guides marketing and sales efforts.
It improves your products.
It reduces costs.
It promotes your services.
3.
Question 3
What does Media Mix refer to?
1 / 1 point
The combination of internal and external marketing efforts and how you divide your budget among them.
The budget you have allocated to a marketing campaign and the goals you set for the duration of the campaign.
The combination of digital channels used to reach your goals and how you divide your budget among them.
The stages of the marketing funnel and the goals you set for the duration of the campaign.
4.
Question 4
What is a business goal?
1 / 1 point
A big, long-term aim that has the potential to affect an entire company
A tactic that improves the customer perception of a brand
A tactic that improves the impact of a business in the short-term
A small, targeted objective that is specific to outreach activities
5.
Question 5
To support the goal of growing its customer base by 30%, an electronics business will increase its lead generation by 35% over the next six months. To generate leads, they will highlight new product features with a 10% increase in ad budget.
What type of goal is this?
1 / 1 point
Business goal
Customer service goal
Marketing goal
Product goal
6.
Question 6
What is paid media?
1 / 1 point
Positive digital exposure generated through personal or public recommendations.
All the digital content a brand fully controls
Any form of digital promotion a brand pays to put online
Website content, blogs, and eBooks
7.
Question 7
Which of the following applies to SEO? Select all that apply.
0.75 / 1 point
Quality content is useful because it helps customers and tends to rank better in SERPs.
SEO has no disadvantages or guidelines to follow when creating an SEO strategy.
Find the keywords that are most relevant for your audience and products and make sure they’re part of your content.
Website structure does not affect SEO and the ranking of each web page.
8.
Question 8
A social media manager decides when to post content and how often. They would like to regularly engage followers without posting too much.
Which one of the five pillars of social media marketing does this represent?
1 / 1 point
Planning and publishing
Plan of action
Paid social media
Listening to the audience
Analytics and reporting
Question 9
Which of the following describe spam? Select all that apply.
0.75 / 1 point
Emails with claims that are too good to be true
Emails sent to many recipients regardless of their interests
Emails sent to a list of existing subscribers with relevant, helpful content
Unwanted emails sent out in bulk to a mass recipient list
10.
Question 10
Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?
1 / 1 point
Segmentation
Brand building
Social listening
Personalization
11.
Question 11
A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?
1 / 1 point
Urge them to order soon
Offer them a discount for a product they didn’t order
Ask a customer to share their opinion on their recent purchases
Share information about the business’s history
Weekly challenge 4
1.
Question 1
Which of the following are examples of data? Select all that apply.
1 / 1 point
Year-end sales revenue
A company’s total number of social media followers
A list of sales that resulted from a touchpoint
A recommendation for images to use in social media posts
2.
Question 2
Which of the following processes provides information about customer behaviors from measurable results of marketing campaigns that could lead to an effective launch of a new product?
1 / 1 point
Performance marketing
Data storytelling
Brand marketing
Narrative context
3.
Question 3
In what ways do digital marketers gain insights from data? Select three answers.
0.5 / 1 point
Data reporting
Data modeling
Data analysis
Data pulling
4.
Question 4
What is ROAS (return on ad spend)?
1 / 1 point
The average revenue generated by customers over a certain period of time
The number of ads created by a business
The process of using concrete information about customer behaviors
How much revenue is gained versus how much was spent
5.
Question 5
Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.
1 / 1 point
data analytics
data reporting
attribution
KPI
6.
Question 6
Which of the following are examples of attribution models? Select all that apply.
1 / 1 point
First-click attribution
Data-driven attribution
Channel attribution
Linear attribution
7.
Question 7
What do marketers use to convey insights to an audience through a clear and compelling narrative?
1 / 1 point
Social media graphics
Costumes and lighting
Data storytelling
Graphs
8.
Question 8
What will help you decide which data points to use in your data story?
1 / 1 point
Understanding the questions you want to answer
Creating a complex goal
Knowing the number of people who will see your data story
Creating a narrative first
9.
Question 9
Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them.
What aspect of data storytelling does this describe?
1 / 1 point
Visualizations
Brand marketing
Key performance indicators
Narrative context
10.
Question 10
What is the relationship between visualizations and the narrative in data storytelling?
1 / 1 point
Visualizations detail a story about data, and the narrative provides graphical representations of that data.
Visualizations describe why specific insights should matter to an audience, and the narrative provides the raw data.
Visualizations support and clarify the main points of the narrative with graphical representations of data.
Visualizations present a collection of all the data as a graph, and the narrative provides supporting details.
