D098 Digital Marketing - Set 1 - Part 1

Correct Answer: Inbound marketing

Inbound marketing focuses on attracting customers through digital channels such as search engines and social media, which would help enhance engagement. Direct mail, cold calling, and TV ads are outbound techniques and less effective for ongoing customer engagement.

Correct Answer: SMS

SMS (Short Message Service) is the correct protocol used for text messaging campaigns. HTTP and HTTPS are protocols for web traffic, and FTP is used for file transfers.

Correct Answer: Time on page

"Time on page" measures the duration users spend on a specific page, indicating how engaged they are with the content. Bounce rate indicates if users left after viewing a single page, click-through rate measures the percentage of users clicking a link, and pageviews only show the number of times the page was viewed.

Correct Answer: Retention-based emails

Retention-based emails are designed to engage existing customers and keep them connected to the brand, which is crucial for maintaining brand loyalty. Acquisition-based emails target new customers, while cold and spam emails have a high likelihood of being ignored or marked as unwanted.

Correct Answer: Promotional emails

Promotional emails are marketing emails with the specific goal of converting recipients into customers, often by encouraging immediate purchases. Transactional and informational emails focus more on customer updates, not direct sales.

Correct Answer: Improve the visibility of a website on search engines

SEO focuses on improving a website’s ranking on search engine results pages (SERPs) organically, helping increase visibility and attracting more users. It does not generate paid traffic or focus on design.

Correct Answer: Retention-based emails

Retention-based emails focus on maintaining relationships with current customers, helping reduce churn by keeping them engaged. Promotional emails aim for direct conversions, and cold emails target new leads, which aren't as effective for reducing churn.

Correct Answer: Conversion rate

Conversion rate measures how many users completed a desired action (such as making a purchase) after interacting with the ad. Bounce rate reflects how quickly users leave, impressions show ad visibility, and pageviews count the number of times a page is loaded.

Correct Answer: Using lead magnets such as e-books in exchange for email sign-ups

Offering valuable content (like e-books) as a lead magnet encourages users to sign up willingly, building a genuine and engaged subscriber list. Buying lists or spam campaigns are unethical and ineffective in the long run.

Correct Answer: SMS marketing

SMS marketing uses text messages to communicate directly with customers on their mobile devices, offering promotions or updates. Email marketing involves emails, and search engine marketing involves paid search results.

Correct Answer: Reach

Reach refers to the total number of people who saw a piece of content, whether it was organic or paid. Conversion rate tracks actions taken, engagement rate measures interactions, and bounce rate shows the percentage of visitors who leave after viewing one page.

Correct Answer: Marketing automation

Marketing automation allows marketers to automate repetitive tasks such as sending emails, managing contacts, and tracking campaign performance, thereby improving efficiency. SEO focuses on organic search ranking, A/B testing compares two versions of content, and PPC is a paid advertising strategy.

Correct Answer: Geo-targeting

Geo-targeting ensures advertisements are displayed based on the geographic location of the user, which is useful for targeting specific areas. Contextual targeting relies on the content of the page, behavioral targeting focuses on user actions, and interest-based targeting is based on user preferences.

Correct Answer: Low open rate

A low open rate means that a significant percentage of recipients did not open the emails. Click-through rate measures the actions after opening, delivery rate indicates how many emails reached inboxes, and conversion rate tracks completed actions.

Correct Answer: Paid media is controlled and purchased by the brand, while earned media is voluntarily shared by others

Paid media involves advertisements or content that a company purchases, such as ads or sponsored posts. Earned media refers to content that others share freely, such as reviews or social media mentions. Paid media is not voluntary, while earned media is organically generated.

Correct Answer: Engagement

Engagement refers to the interactions that users have with a post, such as likes, comments, and shares. Reach measures the number of people who saw the content, while conversion rate and bounce rate focus on different outcomes.

Correct Answer: Measure the performance of two variations of content

A/B testing involves comparing two different versions of content to determine which one performs better. The goal is to improve performance, not compare channels or user behavior. Website load time optimization is unrelated to A/B testing.

Correct Answer: Responsive design

Responsive design allows websites to automatically adjust and render well on various devices, ensuring a consistent user experience. Static design doesn't adapt to different screen sizes, while adaptive design uses different layouts for different devices.

Correct Answer: Abandon cart rate

Abandon cart rate tracks the percentage of users who add items to their cart but do not complete the purchase. Bounce rate measures users leaving after viewing one page, click-through rate tracks actions on links, and conversion rate reflects completed purchases.

Correct Answer: A/B testing

A/B testing allows marketers to compare two different versions of content (such as headlines) to see which performs better. Multivariate testing involves multiple variations, while funnel analysis and click-through tracking focus on different types of data.