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Foundations of Digital Marketing and E-Commerce
Foundations of Digital Marketing and E-Commerce
Foundations of Digital Marketing and E-Commerce
commerce
What is the term for any communication method or platform a business can use to
reach its target audience online?
Online sales
E-commerce
Digital channel
Target strategy
In a digital marketing role, you may be asked to assist with campaigns, set
marketing goals and KPIs, and create customer personas.
Strategist-level roles
Account manager-level roles
Associate-level roles
Product manager-level roles
1. What is the term for any communication method or platform a business can
use to reach their target audience online?
E-commerce
Online sales
Digital channel
Target strategy
3. With digital marketing, potential customers can take an action the moment
they experience the ad. Which advantage of digital marketing does this
represent?
6. Fill in the blank: A _____ contains your samples of past work and
demonstrates relevant work experience.
Index
Portfolio
Selection
Report
11.Fill in the blank: _____ is generally cheaper, more convenient, and more
accessible than storefront sales.
Online marketing
Traditional marketing
Digital channel
E-commerce
12.A business owner wants to find new consumers for their clothing store. They
plan to use social media to turn them into customers. What is this practice
known as?
Online sales
Face-to-face marketing
Digital marketing
E-commerce
16.As you consider your skills and interests in marketing, which of the following
should you do? Select all that apply.
An in-house role
An internship
An agency role
A staffing firm role
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.
An internship
Full-time employment
An agency role
An in-house role
Strategist-level roles
Account manager-level roles
Product manager-level roles
Associate-level roles
Curiosity
Data maps
Analytical thinking
Data storytelling
23.What is in a portfolio?
An in-house role
A staffing firm role
An agency role
An internship
25.You would like to work on different projects and develop a broad set of skills
in your next role. Which of the following should you consider?
An agency role
A part-time role
An internship
An in-house role
28.Which of the following best describes the quality of being curious as a digital
marketer or e-commerce analyst?
Seek out answers about people—what they want, how they think, and what
motivates them to take action..
Use analytical thinking to collect and organize information to spot patterns
and solve problems.
Highlight unique qualities and get customers’ attention in creative ways.
Communicate insights effectively to an audience.
29.In an e-commerce role, you may be asked to monitor website analytics,
optimize paid advertising campaigns using SEO, and manage an online
marketing presence.
30.As a new associate, you may be asked to follow SEO best practices, draft
social media copy and obtain approvals, and monitor activities of returning
customers.
32.Digital channels like email and social media allow businesses to personalize
their communication.
What advantage of digital marketing does this refer to?
34.As a digital marketer or e-commerce analyst, you often collect and organize
information to identify patterns, uncover trends, and solve problems.
Writing
Analytical thinking
Storytelling
Curiosity
35.Fill in the blank: A(n)_____ role is when you work for a single company to
market and sell their products.
agency
internship
staffing firm
in-house
36.With digital marketing you can reduce expenses by being very specific about
serving ads to the right audiences at the right moments. Which advantage of
digital marketing does this represent?
38.What are typical job responsibilities for an e-commerce analyst? Select all
that apply.
42.As a new associate, you may be asked to check that customer interactions
align with business objectives, and ensure that email ads generate the
desired results on a website.
E-commerce analyst
Search Engine Marketing (SEM) specialist
E-commerce product manager
Social media strategist
How can a digital marketing strategy get customers to come back for an additional
purchase?
It helps you find out what you're doing right and wrong, and where you can
improve.
2. Fill in the blank: A successful digital marketing strategy helps to build _____.
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.
4. What tool helps digital marketers better understand how customers find a
company and learn about a company?
7. Fill in the blank: During the _____ stage of the marketing funnel, some
potential customers will become leads.
conversion
consideration
awareness
loyalty
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.
outline
communicate
measure
highlight
Because this metric allows companies to boost sales and save money
Because it provides valuable insights into how customers interact with a
company’s brand
Because it raises customer awareness and attracts new customers
Because this measurement reveals the level of engagement customers have
with a company’s rewards program
Shuffle Q/A
11.Why does digital marketing focus on reaching potential customers? Select
two answers.
A customer journey map is valid for one year and a marketing funnel is valid
for two years.
A customer journey map adopts the customer’s perspective, and a funnel
considers the business’s position.
A marketing funnel considers the customer’s perspective, and a customer
journey map considers the business.
A marketing funnel focuses on sales and the customer journey map builds
relationships with customers.
16.Which outcomes take place at the top of the marketing funnel? Select two
answers.
Awareness
Customer conversion
Brand loyalty
Customer engagement
18.Fill in the blank: Companies should provide clear and useful content and
experiences, so leads can easily find answers and take action, making _____
more likely.
awareness
conversion
consideration
loyalty
19.What do loyalty metrics, such as the number of orders per customer, allow
businesses to do?
22.When customers learn about a product, they might research it, decide to buy
it, and later tell other people about it.
23.Why is a marketing funnel wide at the top and narrow at the bottom?
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.
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.
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.
Many potential customers will enter the top of the funnel, but only some of
them will reach the bottom to become loyal customers.
24.When potential customers first learn about a brand, they enter the top of the
marketing funnel. What is this stage called?
Awareness
Consideration
Communication
Conversion
26.Why do marketers track impressions, reach, and frequency at the top of the
marketing funnel?
29.Fill in the blank: Digital marketing helps online companies stand out from
the competition by _____.
30.Fill in the blank: Digital marketing allows you to create _____ for your social
media accounts that reach the right audience.
loyalty
short-term goals
sales targets
tailored content
31.Why are customer journey maps important for digital marketers? Select two
answers.
They help marketers understand how and why customers interact with a
business.
They help marketers reduce advertising costs.
They help marketers create better, more user-friendly experiences.
They help marketers drive sales.
A loyalty funnel
A customer journey funnel
A marketing funnel
A customer experience funnel
34.What tactic can businesses use to increase their awareness and reach
potential customers?
Rewards programs
Product-focused ads
Follow-up emails
A clear returns policy
A smooth checkout process
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?
37.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.
38.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.
conversion
awareness
consideration
communication
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?
A pet store creates an online presence. The owner posts video ads on social media
of products and discounts. The ads don't attract new customers.
43.A retail business wants to focus its efforts on digital marketing. Why should
they carefully consider the customer journey?
45.A marketer wants to create a visual representation of the sales process, from
a customer first learning about a brand to becoming a loyal customer.
A marketing funnel
A slideshow
Touchpoints presentation
A customer journey map
Conversion
Consideration
Loyalty
Awareness
Branding
Segmentation
Personalization
Spamming
2. Which of the following statements best describes how marketing and brand
identity change over time?
3. Fill in the blank: When setting a digital marketing strategy, it's important to
_____ and set meaningful goals before picking your channels.
“We want to grow our customer base by 10% in the next 12 months. To do that, we
will introduce a new clothing line based on market research about the preferences
of our new target customer.”
Revenue goal
Customer goal
Business goal
Marketing goal
To make sure that we grow our customer base, we will increase lead
generation and highlight our new product features by increasing our ad
budget by 25%. We will also increase our budget for mid-funnel activities.
To support the goal of growing our customer base by 25%, we will increase
lead generation by 40% over the next year. To generate leads, we will
highlight our new product features through a 15% increase in our ad budget
and a 20% increase for mid-funnel activities.
To support the goal of growing our customer base, we will increase lead
generation in the coming months. To generate leads, we will highlight our
new product features by increasing our ad budget and increasing our mid-
funnel activities.
To grow our customer base, we will increase lead generation, highlight our
new product features, and increase our budget for mid-funnel activities. This
will require an overall budget increase of 25% for marketing-related
activities.
6. Which of the following are examples of owned media? Select all that apply.
Brand building
Social listening
Segmentation
Personalization
Shuffle Q/A
14.A marketer is considering the pros and cons of paid search. Which of the
following is an advantage of paid search ads?
16.What helps brands avoid coming across as spammers? Select all that apply.
Email personalization
Bulk emails
Paid ads
Email segmentation
17.Imagine that a business divides their email subscriber list into smaller
groups based on specific criteria. What is this process called?
Brand building
Personalization
Segmentation
Social listening
19.How can a marketer use what they learn in the initial planning stage to
establish a strong digital marketing strategy? Select all that apply.
21.Digital channels fit into three main categories. What are these categories?
22.A business owner grows their email lists by linking ads to email sign-up
forms. They contact customers directly and inform them about special
promotions.
Which one of the five pillars of social media marketing does this represent?
Listening
Strategy
Publishing
Reporting
Paid social media
Company worth
Brand
Brand equity
Financial worth
26.Imagine that a company invests in its marketing strategy but does not have a
strong brand identity. What is the likely result?
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.
The budget you have allocated to a marketing campaign and the goals you
set for the duration of the campaign.
The combination of internal and external marketing efforts and how you
divide your budget among them.
28.Fill in the blank: Your business goals and your marketing goals need to be
specific and _____.
simple
long term
expensive
measurable
29.Which of the following are examples of paid media? Select all that apply.
Blog content
Shopping ads
Website content
Video ads
Which one of the five pillars of social media marketing does this represent?
Plan of action
Paid social media
Analytics and reporting
Planning and publishing
Listening to the audience
32.A brand wants to build and maintain relationships with new and existing
customers. To do that, they send emails with relevant, helpful content to a
list of existing subscribers. What is this strategy called?
Paid search
Email marketing
Keyword research
Social media marketing
Marketing goal
Business goal
Customer goal
Revenue goal
38.Fill in the blank: When brands _____ their lists, it makes it easier to build
relationships with customers.
spam
spend less on
ignore
segment
39.Which of the following statements best describe how a company’s brand and
marketing work together? Select all that apply.
40.Fill in the blank: When setting a digital marketing strategy, it's important to
learn about your customers and _____ before picking your channels
42.A company that makes a software product wants to grow their customer
base. Which of the following is a specific business goal for this company?
We want to increase the number of customers that purchase our software,
and we want to create year-over-year growth for our product in new
markets.
We want to increase our number of active customers by 25% over the next
year. To do that, we will add three new features that make it easier for
customers to access files on the cloud.
We want to increase our company profits.
We want to increase year-over-year revenue by selling more units of our
software product to more customers in new market segments.
44.Which of the following best describes how organic exposure from search
engine optimization (SEO) compares to paid search?
Organic exposure from SEO produces results more quickly than paid search.
Organic exposure from SEO lasts for less time than paid search.
Organic exposure from SEO lasts longer than paid search.
Organic exposure from SEO promotes a website at the top of a search results
page like paid search does.
46.A brand decides to use email marketing as part of its digital marketing
strategy. What will email marketing help this business do? Select all that
apply.
Create community
Drive sales
Analyze performance
Share information
Which of the following are characteristics of attribution? Select all that apply.
1. Which of the following are examples of data? Select all that apply.
A list of sales that resulted from a touchpoint
Year-end sales revenue
A recommendation for images to use in social media posts
A company’s total number of social media followers
Performance marketing
Brand marketing
Data storytelling
Narrative context
3. An entry-level digital marketer is working with data. They collect the data
they need from an analytics tool and put it into a spreadsheet to make it
easy to access and work with. Which way of working with data does this
describe?
Data analyzing
Data reporting
Data modeling
Data pulling
4. What can performance marketing help a business do? Select all that apply.
Click attribution
First-click attribution
Data-driven attribution
Linear attribution
Narrative context
Key performance indicators
Visualizations
Brand marketing
Shuffle Q/A
14.Fill in the blank: In order to optimize a strategy, you need to know which
_____ are influencing customer decisions the most.
posts
promotions
touchpoints
rules
15.Fill in the blank: The _____ of a data story should engage your audience by
explaining what you learned, and how you can use that information to take
action.
length
one component
three main components
speed
16.Fill in the blank: Appealing to your audience with a strong _____ can draw
attention to your insights and encourage others to take action.
case study
call to action
narrative
graph
17.Which of the following are examples of data visualizations? Select all that
apply.
Illustrations
Data points
Graphs and charts
Infographics
Marketing strategies
Marketing data
Marketing impressions
Marketing touchpoints
Data pulling
Data reporting
Data storage
ROAS
Linear attribution
Budget attribution
Customer lifetime value
Return on ad spend (ROAS)
Complex concepts
One perspective
Multiple interpretations
A space for discussion
Data points
Pictures from a campaign
A narrative that conveys the insights effectively
A graphic representation of data that conveys information
24.A software company spends $100 on an ad. They make $150 as a result of
that ad. The revenue they gained is 150%. What is this performance metric
called?
Targets
Clicks
Customer lifetime value
ROAS (return on ad spend)
25.Fill in the blank: The process of determining which content and channels are
responsible for generating leads, conversions, or sign-ups is called _____.
KPI
data analytics
data reporting
attribution
26.Fill in the blank: _____ measures customer engagement with marketing
content across channels to understand what is motivating customers to take
action.
Data-driven attribution
Linear attribution
Data attribution
First-click attribution
A digital marketing team is analyzing recent sales data. They notice that customers
are frequently engaging with a specific ad, but sales are low. They want to convince
stakeholders to use a data-driven attribution model to understand why customers
are not taking action.
28.A marketer is creating a data story and picks their data points and insights.
What is the next step in creating a data story?
Calculating how much revenue is gained versus how much was spent on
potential customers.
Using digital marketing and sales tactics, campaigns, and strategies to affect
customer behavior.
Using concrete information about customer behaviors to plan and refine
marketing and sales strategies.
Calculating the average revenue generated by customers over a certain
period of time.
31.What refers to how much revenue is gained versus how much was spent?
Budget touchpoints
Customer lifetime value
Return on ad spend (ROAS)
Linear budgeting
Help businesses create better products for current, new, and potential
customers
Identify the last touchpoint in a customer journey to save time, money, and
effort
Increase the number of leads at the start, middle, and end of the campaign
Make informed decisions about where to invest time, budget, and resources
33.Fill in the blank: The average customer encounters _____ on their purchase
journey, and the path isn't always straightforward.
six touchpoints
no distractions
few options
one touchpoint
Data storytelling
Costumes and lighting
Social media graphics
Graphs
35.What will help you decide which data points to use in your data story?
37.Fill in the blank: The process of using concrete information about customer
behaviors to plan and refine marketing and sales strategies is called _____.
narrative context
data storytelling
brand marketing
performance marketing
38.Which of the following are examples of attribution models? Select all that
apply.
First-click attribution
Linear attribution
Data-driven attribution
Channel attribution
39.Data, a compelling narrative, and clear visualizations work together to
engage audiences by explaining insights. What does this refer to?
ROAS
Data visualizations
The three main components of a data story
A social media campaign
Intense
Engaging
Memorable
Persuasive
41.A marketer creates charts and infographics as part of their data story. What
is this component called?
Data
Story design
Narrative
Data visualization