Test your knowledge: What digital marketing and e-commerce do for organizations

1) Beyond an online presence, how can a company stand out from its competitors and reach potential customers?

Correct Answer: With digital marketing

2) Fill in the blank: A successful digital marketing effort guides all of a company’s customer _____?

Correct Answer: Interaction

3) Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?

Correct Answer: Before, during, and after a purchase

4) When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?

Correct Answer: Target audience

5) Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three.

Correct Answer:

·        Awareness

·        Loyalty

·        Trust

 

 

Test your knowledge: The marketing (and sales) funnel

1) Fill in the blank: The path a customer takes from learning about a product to getting their questions Correct answered to making a purchase, is _____.

Correct Answer: the customer journey

2) What is a customer journey map?

Correct Answer: A visualization of the touchpoints a typical customer encounters along their purchase journey.

3) Fill in the blank: A _____ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

Correct Answer: marketing funnel

4) Why is a marketing funnel wide at the top and narrow toward the bottom?

Correct Answer: Because a lot of potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. 

5) What are the stages of a marketing funnel? Select four.

Correct Answer:

·        Loyalty

·        Consideration

·        Conversion

·        Awareness

 

 

Test your knowledge: The marketing funnel

1) What is the awareness stage of the marketing funnel?

Correct Answer: When potential customers encounter your brand for the first time

2) What is the first step in making sure that your brand reaches the right audience?

Correct Answer: Conducting research

3) Which is an awareness tactic that businesses can use to reach customers?

Correct Answer: Create ads for websites, social media, email, or video platforms

4) What is the goal of the consideration stage of the marketing funnel?

Correct Answer: To increase the chances that a potential customer will make a purchase

5) Which is a consideration tactic aimed to educate potential customers about a company’s offerings?

Correct Answer: Offer engaging, useful content like blog posts, newsletters, or webinars

6) Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.

Correct Answer:

·        Customer engagement

·        Awareness

 

 

Test your knowledge: Drive sales and build brand loyalty

1) What is the goal of the conversion stage?

Correct Answer: To turn potential customers into buyers

2) What tactics should a company use to set themselves apart at the conversion stage? Select all that apply.

Correct Answer:

·        Ensure a smooth checkout process

·        Provide accurate product descriptions

·        Offer a clear returns policy

3) How can a company build customer loyalty? Select all that apply.

Correct Answer:

·        Provide a great experience during and after a purchase

·        Use social media engagement to nurture relationships

·        Offer a rewards program

4) What information should a digital marketer track in order to measure conversion? Select all that apply.

Correct Answer:

·        Cost per conversion

·        Average order size

·        Time to conversion

5) Why should a company measure loyalty? Select all that apply.

Correct Answer:

·        It allows them to save money.

·        It reveals where they can manage customer relationships more effectively.

·        It helps them to assess and refine strategies to keep customers.

 

Weekly Challenge 2 | Foundations of Digital Marketing and E-commerce

1) Why does digital marketing focus on reaching potential customers? (Select two)

Correct Answer:

·        Because it lets target audiences know that a company exists

·        Because it helps set a company apart from its competitors

2) How can a digital marketing strategy get customers to come back for an additional purchase?

Correct Answer: By building customer trust

3) What is a marketing funnel?

Correct Answer: A visual representation of the process through which people go from first learning about a brand to becoming loyal customers

4) What are the stages of a simple marketing funnel? Select four.

Correct Answer:

·        Conversion

·        Loyalty

·        Awareness

·        Consideration

5) 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.

Correct Answer: Measure

6) Consider the following scenario:

Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?

Correct Answer: Offer Aisha enrollment in the company's rewards program

7) Consider the following scenario:

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But 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?

Correct Answer: Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

8)  Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

Correct Answer: By helping the bakery reach potential customers

9) Fill in the blank: A successful digital marketing strategy helps to build _____.

Correct Answer: customer trust in a company's brand

10) Consider the following scenario:

A customer makes an online purchase. First, they discover the product. Then, they find Correct Answerwers 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?

Correct Answer: The customer journey

11) Fill in the blank: Digital marketers use each interaction a customer has had with their brand along their purchase experience to create a _____, which helps companies understand how and why customers are interacting with their business.

Correct Answer: customer journey map

12) Why is a marketing funnel wide at the top and narrow at the bottom?

Correct Answer: Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.

13) Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.

Correct Answer: consideration

14) In the awareness stage, why is it important to measure impressions, reach, and frequency?

Correct Answer: Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.

15) Consider the following scenario:

Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?

Correct Answer: Offer Aisha enrollment in the company's rewards program

16) Why is it important to measure conversion in the marketing funnel?

Correct Answer: Because it provides valuable insights into how customers interact with a company’s brand

17) Why is the customer journey important for digital marketing?

Correct Answer: Because understanding and improving the journey can trCorrect Answerform a potential customer into a loyal customer

18) What tool helps digital marketers better understand how customers find a company and learn about a company?

Correct Answer: A customer journey map       

19) Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find Correct Answerwers and take action, making _____ more likely.

Correct Answer: conversion 

20) Consider the following scenario:

There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second approach about?

Correct Answer: The customer journey  

 Credit to: NishithBD