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QuestionAnswerA BC DEFeedbackA digital and social media marketing plan is important because it…AGuides an organisation's direction.Eliminates the needs for the social media marketing planning cycleCan be used for traditional marketing as well.Limits how much time a person spends using social media.Promotes products and services through traditional channelsSection 1 What is digital and social media marketing strategy?What is a contingency plan?CA second plan in case management do not approve the first planA detailed marketing planA set of actions to be taken if the original plan does not perform as anticipatedA marketing plan written just for social networkingNone of the aboveSection 5 Actions and controlHow often should a digital and social media marketing plan be revisited? BWhen something goes wrongAs often as required to maintain focus on the objectives and to revise for any new circumstancesAt organisational board meetingsDuring the financial review of the organisation each monthIt is a continuous process without defined time frame.Section 5 Actions and controlAligning business strategy with the buyer persona is…EA process to teach a prospect how to be a buyerA representation of the ideal customer based on marketing research and real data about existing customersKnowing your customer’s favourite foodGiving your organisation a decision tool to help inform strategies for successful engagementB and DSection 2 Linking situation analysis to strategy developmentAn example of a cost-based objective is…COur interactive ads reach an audience of 50,000 online each month20% of all sales leads are generated via the websiteThe allowable cost of acquisition for a credit card must be less than €50For each 100 new visitors, 6 will register for an email newsletterNone of the aboveSection 3 Setting your digital marketing objectivesWhich of the following is not a type of digital marketing activity?CEmail marketingSocial web marketingPrinted advertisementsViral marketingVideo marketingSection 4 Digital and social media marketing tacticsConversion means…EMeeting a prospective clientInteracting with a prospective clientConverting a seller into a buyerConverting an employer into an employeeConverting a prospective client into a buyer Section 3 Setting your digital marketing objectivesA call means…AVisiting prospective customersShouting out to someone on social mediaA profession or businessVisiting friendsAfter-sales serviceSection 5 Actions and controlIf a company is planning to develop its business online it is important to understand popular customer channels and the proportion of the target market that…CBuys the organisation's products in downtown storesBuys the organisation's products through a catalogueUse the online channels for pre-purchase researchResponds to interactive advertising messagesAll the aboveSection 2 Linking situation analysis to strategy developmentWhat is the ultimate goal of a social media marketing plan?DTo satisfy investors in the organisationTo justify spending in marketingTo find investors for an organisationTo drive potential customers to the organisation and give them an action item to performAll the aboveSection 3 Setting your digital marketing objectivesWhat is affiliate marketing?CThe same as guerrilla marketingSelling ad space on your siteA system of rewards that pays a ‘finder’s fee’ for every referral Pay per click marketingVideo marketingSection 4 Digital and social media marketing tacticsDigital channels of engagement with your buyer persona…DCreate content that answers your buyer persona’s biggest questionsUses content formats that your buyer persona prefers to readUses social channels that your buyer persona loves to useAll the aboveNone of the aboveSection 2 Linking situation analysis to strategy developmentThe purpose oriented goal for communicating with buyer persona is a…AMessaging objectiveSocial media strategySituational triggerSecondary target audienceBrand awarenessSection 2 Linking situation analysis to strategy developmentWhat is a "call to action"?AGiving an advertisement's receiver a specific direction such as 'visit our website'Using telemarketing to reach out to potential customersDefaming the competitionStarting a new social media marketing campaignOnline advertisingSection 5 Actions and controlWhy is affiliate marketing a favoured social media marketing tactics?CIt is inexpensiveNothing is paid unless there is a sale resulting from the affiliate’s effortsIt guarantees increased salesIt is complex so not many people utilize itA, B and CSection 4 Digital and social media marketing tacticsWhy is a SWOT analysis invaluable for digital and social media marketing strategy development?BTo develop tactics for specific social media platformsTo find areas of competitive advantageTo identify the target audienceTo identify the most effective social media platformsTo search for buyer personasSection 2 Linking situation analysis to strategy developmentWhich is an important first step in the tradigital and social media planning cycle?AListeningIdentifying what social platforms to monitorHiring a public relations agency to handle social mediaIdentifying who will be in charge for social mediaSetting objectivesSection 1 What is digital and social media marketing strategy?Listening to the social web can provideACompetitor intelligenceStrategiesReturn on investmentMeasurementUseful analyticsSection 1 What is digital and social media marketing strategy?Which of the 8 C's helps build relationships?BConnectCollaborateConverseContributeComprehendSection 3 Setting your digital marketing objectivesIn order to be successful using social media, an organisation needs to…AInteract with the communityHave profiles on all the social networksCreate a lot of contentHire a public relations agency to handle social mediaAll the aboveSection 2 Linking situation analysis to strategy developmentIt is important to adapt messages when communicating with international audiences on social mediaDSince not all international markets may be part of the target audience.To avoid potential ethical conflictsTo ensure the marketing message is received.Because of the potential cultural differencesAll the aboveSection 3 Setting your digital marketing objectivesHow can an organisation use the same material for both traditional and social network marketing? CPosting a comment on Twitter to the organisation's web siteSelling ad space on the organisation's websiteBy utilising a TV ad campaign online as well on their website and sites such as YouTubeBy creating a print ad with the company websiteAll the aboveSection 4 Digital and social media marketing tacticsLead generation means…DTips for selling tacticsTips for better productionLeaders’ trainingLikely sources for prospective clientsA and BSection 3 Setting your digital marketing objectivesA digital and social media marketing plan is...CA performance appraisal of the marketing staffA company prospectusA Documented marketing strategyThe business objectivesA call centre Section 1 What is digital and social media marketing strategy?The process that turns marketing strategies and plans into marketing actions is called…DMarketing strategyMarketing ControlMarketing analysisMarketing implementationNone of the aboveSection 1 What is digital and social media marketing strategy?The level of commitment that consumers feel towards a given brand is called…CBrand equity Brand nameBrand loyaltyAll of the above None of the aboveSection 3 Setting your digital marketing objectives“Conversion” in sales terms means…CConverting a buyer into a sellerConverting a seller into a buyerConverting a prospect into customerAll of the aboveNone of the aboveSection 3 Setting your digital marketing objectivesLeads can be provided by…CWebsitesFriends and relatives Directories All of the aboveNone of the aboveSection 3 Setting your digital marketing objectivesThe sequence of a sales process is…ALead generation, call, presentation and saleSales, presentation, lead generation, callLead generation, call, sale and presentationThere is no particular sequence None of the above Section 3 Setting your digital marketing objectivesViral marketing is the electronic version of…BSales promotionWord of mouthPublic relationsDirect marketingAll the aboveSection 4 Digital and social media marketing tacticsIn online marketing affiliates act as…AA virtual sales teamA means of bringing customers togetherA form of online public relationsAll of the aboveNone of the above Section 4 Digital and social media marketing tacticsA digital and social media ________ is a document that describes the marketing environment, outlines the marketing objectives and strategies, and identifies how the company will implement and control those strategies.AMarketing planCommunications planBusiness planOperational planFinancial planSection 1 What is digital and social media marketing strategy?Which of the following is not an effective objective?AAspirationalSpecificAttainableTime-boundMeasurableSection 3 Setting your digital marketing objectivesWhich step in developing a digital and social media marketing plan includes an analysis of the marketing environment?ASituation analysis Development of marketing objectives Selection of a target marketDevelopment of marketing strategiesImplementation of the marketing planSection 1 What is digital and social media marketing strategy?The second step of the digital and social media marketing planning process is to…BPerform a situation analysisSet marketing objectivesDefine a marketing missionIdentify a target market Develop a marketing mixSection 1 What is digital and social media marketing strategy?The formal process of monitoring progress toward meeting digital and social media marketing objectives is... BCorporate culture Control Implementation Situation analysis SWOT analysisSection 1 What is digital and social media marketing strategy?The assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in…CPrice strategy Promotion strategyAction plan Strategic plan Marketing mixSection 5 Actions and controlTargets are quantitative measurement that are defined as…AThe volume of contentFeedback about a brandTrackingSentiment analysisAll the aboveSection 3 Setting your digital marketing objectivesA key performance indicator indicates the progress of a ________ towards achieving its goals.CSocial media measurementSocial media tacticSocial media strategySocial media platformBrand's awarenessSection 3 Setting your digital marketing objectivesA business needs to establish the relationship between social media metrics and ________ in order to properly evaluate the impact and value of social media marketing programsAIts goalsIts "Net Promoter" scoreIts impactIts share of voiceIts social media presenceSection 3 Setting your digital marketing objectivesWhich of the following steps does not related to the marketing control process? DSetting goalsMeasuring performanceTaking corrective actionDefining the company's missionEvaluating the causes of gaps between expected and actual performance.Section 5 Actions and controlHow does an organisation organise its marketing strategies to best reach those most likely to be interested in its products and services?CSetting objectivesSelecting goalsIdentifying the target audienceListeningEngaging the buyer personaSection 2 Linking situation analysis to strategy developmentWhich of the following is the most important consideration for the buyer persona?BConstraintsNeeds and wantsMessaging objectivesDemographicsNone of the aboveSection 2 Linking situation analysis to strategy developmentWhat is one question that an organisation can ask to help identify where its buyer persona participates online?BWhat are they doing right now? What discussion forums do they participate in?Do they have a smartphone?All of the aboveNone of the aboveSection 3 Setting your digital marketing objectivesWhat is one example of a brand building goal?BIncreasing customer satisfactionImproving perceptionHandling crisis reputation managementGenerating ideasMaking word-of-mouth recommendationsSection 3 Setting your digital marketing objectivesThe eight step model used to develop a digital and social media marketing plan is called…AThe digital and social media marketing planning cycleThe core components of a digital and social media marketing planProduct life cycleAll the aboveNone of the aboveSection 1 What is digital and social media marketing strategy?The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the... DPriceMarketing implementationValue chainMarketing strategyDownsizingSection 1 What is digital and social media marketing strategy?Which of the following is an example of a passive approach to engagement?BAsking a question on a social networkSearching for mentions of an organisation or and its competitionUploading an image to a social networkWriting a blog postAll the aboveSection 2 Linking situation analysis to strategy developmentUpdating is the process of ________ the elements of a social media plan to maximize its chances of success.BDevelopingAdjustingMeasuringImplementingControllingSection 1 What is digital and social media marketing strategy?Marketing control involves four steps except for which one of the following?DSetting specific marketing goalsMeasuring the marketing plan's performance in the marketplaceEvaluating the causes of any differences between expected and actual performanceIncreasing staffing in the planning departmentTaking corrective action to close the gaps between goals and performanceSection 1 What is digital and social media marketing strategy? ................
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