Fundamentals of Digital Marketing 26 Modules Answers 2024

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Exam Name: Fundamentals of Digital Marketing Modules Questions

Exam URL: https://skillshop.exceedlms.com/student/collection/648385-digital-marketing

Doing business online brings lots of fantastic opportunities – it can really help your company in new and exciting ways. Once your business is online, what opportunities can you take advantage of?
Karl, a 50-year-old mechanic, runs the local garage in a small town and is considering taking his business online. How could going digital benefit his business?
The increased use of the Internet presents a lot of potential for which types of businesses?
Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?
Which of the following is the easiest way for visitors to learn about a business while visiting a website?
What is a key benefit of having an online presence for a business?
Hamish is a successful hairdresser. He’s decided to grow his business by opening another salon. Hamish doesn’t have an online presence yet, but thinks this might help. Which of his business goals could being online help him achieve?
Hamish has created a website with an online booking system for his salon appointments. He wants to engage more with his customers and came up a list of goals. Help Hamish to match each task with the online tool you think he should use to achieve his goal. Gather customer feedback:
Tell customers about the extended opening hours
Show customers Hamish’s latest hair looks
Help local customers find the new salon
Hamish’s website isn’t getting as many visitors as he’d like. He’s heard that search engine marketing (SEM) can help, but isn’t sure how it works. Can you explain what SEM enables you to do? Buy ad space on a search results page
Bid for keywords to display your content in search engines
Tag keywords within your website content
Optimise your website’s design
Despite his digital presence, the number of hits on Hamish’s website is still low. He’d like to use analytics to find out more about how customers are interacting with his site. What can he learn from analytics? Select the ways you think analytics can help business owners. Show which pages of a website are most popular.
Log which items of the website are clicked on.
List which parts of the website a user doesn’t like.
Identify where in the world visitors are logging on from.
Which tool helps you measure the success of your website?
Which of the following statements is true when it comes to taking a business online?
Which term best describes the business activity that occurs when website visitors buy products or services from you online?
Which of the following statements is true when marketing your business online?
Addie runs a local bakery. After getting the business up and running over the last six months, she’s now ready to create a digital presence. What do you think Addie should set up first: a social media profile or a mobile app?
Addie is investigating how to create business websites for her local bakery business. She’s trying to get her head around how websites work. How good is your tech knowledge? Can you check the facts for Addie? An IP address is made up of a string of numbers that can be located by any device connected to the internet.
A browser figures out where online content is hosted and displays it to the user.
Every website is hosted on a server.
When users navigate to a website it is known as ‘hosting’.
Addie is drafting a description for the About Us page of her bakery website. Which do you think works best?
Addie wants to make her website easy to navigate. Which of the following features should Addie include on every page of her website?
To make the homepage of her local bakery website interesting, Addie wants to add some media elements to it. Different elements will cause the page to take longer to load, so she needs to get the right mix for the site. Can you put the following elements in order from the ones with the longest load time to the shortest? Click and hold to drag the items into the right order, then select Submit.
Which of the following statements is true when it comes to developing a web presence for a business?
What is a web server?
Fill in the blank: A __________ is a shortcut to other pages on your site or elsewhere on the web.
Which of the following is something you’ll probably want to exclude from your website?
Which of the following is an example of a ‘call to action’ on a website?
What should you consider when developing your website content?
Sam has recently decided to launch an online fitness coaching service. He has registered a domain name and set up a website, but is unsure of how to launch his business online in a way that will help him grow sustainably. Help Sam create his own online business strategy, by selecting the correct steps he should take. What should his first step be?
What should his second step be?
What should his third step be?
Omar owns a stall selling handmade cosmetics, and wants to launch an e-commerce site. He has lots of experience selling his products in person at markets, but is now hoping to reach more customers online. Can you advise Omar on how to make both his online and offline business successful? He should focus on duplicating his successful offline marketing efforts to an online audience
He should sell at a cheaper price on the website to attract more customers
He should identify his various online and offline audiences, and how best to engage them
He should consider paid online advertising as the sole means of promoting his business online
Holly owns a dance studio. To improve sales of dance classes, she is reviewing how her marketing team could update the company’s online presence. As part of the rebrand, the team listened to customer feedback and mapped customer journeys. They identified two things online customers generally struggled with: navigating the website and finding the business’s contact information. Which of the brand’s touchpoints should Holly modify to help address her customer’s feedback?
Bobbi owns a protein shake company, which has been trading for 3 years. Her products are stocked in a number of gyms, but the company has not seen much growth in recent months. Bobbi would now like to break into the online market to boost product sales. Which of the following actions should Bobbi take to identify opportunities for online business growth?
Ryan has written some KPIs to help his fitness centres achieve the business goal of “improving overall client satisfaction”. Review these four KPIs. Which do you think fit the criteria of being specific, measurable, attainable, relevant and time-bound? Ensure 80% of clients use the gym’s online system to book personal training appointments
Increase how much money customers spend in the gym’s juice bar
A score of 85% or more in the annual survey for the question ‘Would you recommend this gym to a friend?’
Ensure 90% of new gym members book an induction session within the first two weeks of joining
What is the first step in creating an online business strategy?
What is the purpose of the ‘See, Think, Do, Care’ framework?
Why is optimising customer touchpoints online beneficial for businesses?
Once you’ve worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?
What type of information can KPIs provide?
Seth is opening a coffee shop and is looking to attract new customers. Take a look at the list of benefits Seth sees in using search engines. One statement is not true. Can you cross it out?
Seth’s coffee shop is unique – it has an outside roof terrace and a library area so customers can read while they sip. He also sells rare coffee beans imported from Peru. What are a few techniques he could use to make his website more relevant to its desired users? Point out unique aspects of his business
Write a blog to sing the praises of his Peruvian beans
Make sure his shop appears on Google maps
Paste in a product description of his Peruvian beans that he found on another website
Try to get other coffee-enthusiasts to review his business/website
Seth would like to make sure as many interested customers as possible are seeing his business’s website displayed in their search results. What are a few things he could pay attention to in order to achieve this? Image file names
Page titles
Key words in the content
Keyword meta tags
Seth is considering advertising his business using paid search results. What do you think makes paid search advertising so effective as a marketing method? Look at the following statements and decide whether they are true or false. Seth’s adverts are shown to people who are already interested in his type of business.
Seth will only be charged for advertising when his ad appears in the search results.
The paid search results are given a more prominent position on the search results page.
Seth will be charged for advertising only when someone clicks on his ad.
Seth’s website has been up and running for a while, but he isn’t sure how effective it’s been at drawing in new customers. How can Google Search Console help Seth with this? It can help show whether he’s using proper keywords in his content
It can recommend better page titles for Seth to use
It can recommend content that will drive more traffic to his site
Why are search engines a great place for a business to be found?
What technology do search engines use to ‘crawl’ websites?
Which of the following can help a search engine understand what your page is about?
Fill in the blank: Spending money on search advertising influences how your website appears in ___________.
Which of these is an important factor in the paid search auction system?
Which of these can Google Search Console help you to do?
Eric is keen to improve his search engine results and he wants to use SEO to do it. He’s written the step-by-step process for his SEO plan, but it’s currently in the wrong order. Can you reorder it? Click and hold to drag the items into the right order, then select Submit.
Eric sells fruit and veg online and is using SEO to improve where he ranks in search engine results. He’s researched what people search for to get to his website, and he’s created content to match it. Eric’s SEO work doesn’t stop there though. He’s been talking to some friends and they’ve all offered him advice about how he should keep up with SEO over time. Which advice should he not take?
Eric is optimising his fruit and veg website for SEO and would like to improve his ‘long tail’ keywords. Which of these sets of words contains an example of long tail keywords?
Eric has been selling fruit and veg online for a while. He’s chosen the keywords that he feels will drive the right people to his website; now he needs to track the progress of these keywords with analytics tools. What information will analytics give him?
Which of the following factors should you consider when optimising your website for search engines?
What should be the first step of a structured SEO plan?
When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?
Fill in the blank: Short strings of specific keywords with low search volume are called ___________.
Which of the following would be an ideal goal for an SEO plan?
Eric Blake sells the produce from his farm online. He wants to optimise the page that sells fruit and vegetables, so he’s looking into titles and meta tags, headings, and improving his copy. Can you help Eric choose a suitable title and meta description? Click to select title
Click to select meta description
Eric is working on his website, which sells produce from his farm. He’s thinking of different ways to improve his website so that it appears on more search engine results and gets more traffic. Which of these ideas will help improve his search visibility? Write recipes that use vegetables that he sells
Get lots of likes or followers on social media
Encourage others to write about his website
Add lots of links to the website
Eric’s farm produce business started locally in the UK, but he’s started getting orders from overseas as well. Not wanting to miss this opportunity, Eric decides to optimise his website to an international audience. What should he avoid doing? Select the things Eric should avoid then select Submit to remove them.
Which of the following page titles would be most suitable for a website page describing a store’s return policy?
Which of the following is a good way to get other websites to link to your site?
When expanding a business internationally, which of the following is most important to provide on your website?
Michelle has created some adverts to promote her wedding photography business in Cardiff. She wants her adverts to align with the keywords ‘wedding photographer Cardiff discount’, as she’s offering 25% off at the moment. Can you order the following advert headings from best to worst in terms of how well they align with the keywords? Click and hold to drag the items into the right order, then select Submit.
Michelle is writing her search ad for her wedding photography business. She wants to make sure it stands out. Which of these text statements would work best as an ad?
Search engine marketing can also be called what?
In an SEM auction, your Quality Score is based on which aspect of your ad?
Fill in the blank: It’s possible to determine how well a/an ___________ will perform without bidding on it.
What should your search ad have in order to promote more clicks?
Anna is a commercial photographer. She’s setting up SEM campaigns to draw more traffic to her site. She needs to make sure her ads are relevant, and she’s doing this by creating ad groups for each type of product. Take a look at the ad below: Wedding photography Capture your special day with beautiful photographs Call to book your date now! Can you help Anna by eliminating the keywords that wouldn’t be relevant to her ad?
Anna specialises in portrait photography. She uses her website to reach potential customers and has recently set up an SEM campaign to draw more traffic to her site. She wants to use negative keywords to make sure her ads don’t appear for people who aren’t potential customers. Which of the following keywords are the negative keywords? Photographer
Portrait
Landscape
Family photo
Watercolour
Anna has a themed portrait photography studio. She offers competitive prices and reaches and engages with visitors to her site through her online presence. However, not many of them become paying customers. Anna has a range of keywords and wants to fine-tune them to best target potentially paying customers. Put the keywords in order of the broadest to the most restrictive. Click and hold to drag the items into the right order, then select Submit.
Which of the following is a benefit of using relevant ads and landing pages?
When it comes to search ads, which description best describes ‘negative keywords’?
Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.
What can conversion tracking in search help you measure?
Jim is running a bike shop in a popular tourist city and he’s started a bike hire service. What would be the better way for Jim to attract more tourists – a map feature or a social media page?
Jim owns a local bike shop and wants to be noticed more by the people in his town. He decides to use the Internet to connect with customers online by creating a listing for his business in a local directory like Google Business Profile. Help Jim create his listing by choosing the minimum information he should add. Jim’s Bikes
10 Bird Way, Cowseld, West Sussex, RH11 5XN
Phone number 01269 559632
Open 9–5 Mon–Sat
Image of a bike
How can you improve a business’s visibility to people located near you geographically?
Which of the following is an example of a local search?
Which of the following is a benefit of registering your business in online local listings?
Which three pieces of information are essential to include first in your local directory listing?
Esmeralda runs a local bike shop. If she advertises her shop using the internet, Esmeralda could reach people in many different countries. But she doesn’t want to do that. She wants to target her online ads to local customers. How can she do this effectively?
Esmeralda runs a local bike shop. She knows a lot of her customers use smartphones with GPS, so she invested in a mobile app that can utilise this technology. She has a couple of ideas how to use the app to engage her customers. Can you remove the ideas that do not need GPS?
Esmeralda owns a bike shop and wants to make her website interesting for local customers. She’s currently planning blog content that will help her show up on searches for local shops. She’s had an idea for a post about famous cyclists and one about popular bike trails in the area. Which one do you think Esmeralda should start with?
Which of the following factors help search engines determine if your business is local?
When looking to attract a local audience, why it is important to optimise your website and content for mobile users?
Which of the following can help you gain visibility in search engines?
Lily runs a vintage clothing company. She’s set up an Instagram and a Facebook page, and has gained some followers by putting a sign up in her shop. What can Lily do to keep these followers and encourage others? Start a conversation with your followers
Comment on all of your followers’ personal posts
Delete all negative comments
Post regularly
Name and shame competitors
Lily has drafted a number of different posts for her social media accounts. Can you match the post to the best social network for each of the following scenarios? Vintage Lily is looking for a carpenter to create a bespoke counter top for our vintage clothing shop; contact me for details
Loving these recent photos of the new range by my fantastic photographer friend Rae
So excited about our first ever after-hours vintage fashion show on Thursday at 7 p.m. – join us?
Lily has had fun experimenting with the various social media networks but it’s time to get a little more serious. Which of Lily’s business goals can she achieve with social media? Raise the profile of the business
Keep expenditure within the stated budgets
Attract new customers and grow the customer base
Control the flow of stock
Discuss new products with customers
Lily is setting up a Twitter profile for her business. She’s put together a list of the key things she’ll need to get her profile up and running. Can you check her list and cross off any items she doesn’t need to include in her Twitter business profile?
Which of the following can businesses achieve by using social media?
Fill in the blank: Businesses should focus on social media platforms with _______.
Which of the following is an example of a social media goal?
Which details should you look to include on a business profile page on social media?
Lily runs a vintage clothing shop and wants to engage more with her customers online. She currently posts to two social media networks but wants to develop a full social media strategy. Review the possible options. Can you place them into the right order, starting with what Lily should do first? Click and hold to drag the items into the right order, then select Submit.
Lily has decided to use some of her social media budget for targeted Facebook adverts. She’s keen to take her vintage clothing business global and wants to reach a wider audience, so which groups should her advertisements be targeted at?
Lily is keen to use analytics to evaluate the results of her social media campaigns. Analytics can help with this question. Can you help her by crossing off the things that analytics won’t be able to help her with?
Lily sees a negative post on Twitter about her vintage clothing business: “Received my #VintageLily dress today only to find the zip was broken! #lousyservice #vintagewoes” How do you think she should respond?
A robust social media plan includes which of the following?
What is the best way to put your social content in front of people who don’t already follow you?
What can social media analytics tools help you measure when assessing campaign results?
Which of the following is a pitfall when using social media for business?
Phil runs a local plumbing business. He has a website but it isn’t mobile-optimised. He’s deciding whether to make his site responsive or create a customised app. Help him to decide which route to take first.
Phil has limited technical knowledge but he wants to create an app to simplify the booking process for his customers. It’s important to select the right approach when making an app. Which of the following routes would you not recommend to Phil?
When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?
What does responsive design mean?
When it comes to optimising your website’s SEO for mobile users, which of the following is a crucial factor to keep in mind?
What can a business use to send messages to users who have already downloaded their app?
Mo is a plumber in Glasgow. He has a mobile-friendly website, and wants to make sure his site becomes more visible on the results page during a search. Which keywords do you think would work well for his mobile SEO?
Mo’s a plumber with a responsive website. He wants to make sure he’s using the right keywords for his mobile SEO. Which online tool could help him identify which keywords would be most effective?
Mo is keen to advertise his plumbing business. He needs to find the display advert design that will display optimally on a large smartphone device, as that’s what most of his customers use. Which of the designs would work best on smartphones?
After a lull in sales, Mo wants to use a social media campaign to launch some of his new plumbing services. He wants to make sure he’s targeting the right audience. Which parameters should he use to decide who to target?
Mo has a plumbing business. He’s noticed that other service companies publish short videos to show off their expertise, products, and how they do things. This engages their customers and drives interest in their services. To help customers with common plumbing problems, he wants to create a Do-It-Yourself video on his website. How long should he make his video?
When considering how mobile users will search for your business, which types of keywords should you focus on?
Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?
Which of the following can be used to target an audience when using some social media ads?
When making video content for your display ads, what is most important to ensure?
Angela opened her own beauty salon two years ago, and is now looking at how content marketing can help her boost the business’s profile online. How could content marketing help her? Could it help her find cheaper suppliers?
Could it help her develop a stronger brand identity?
Could it help her understand her customers’ shopping preferences?
Could it help her connect with the right audience?
Alex is a mechanic who owns a small garage. He’s also a keen blogger, and writes great posts about his passion: cars! He thought his blog would attract more car lovers to his garage, but so far his blog posts are not very popular and are rarely shared on social media. He has researched how to improve the blog and now has a number of actions he can take, but is unsure which should come first. Can you help him by arranging the following actions into the correct order? Click and hold to drag the items into the right order, then select Submit.
Jamie is part of the content marketing team for Fitstuff, a sports shop. The content he’s producing needs to appeal to new customers, as well as provide extra value to existing customers. Which of the following content would appeal best to both audiences?
Josh, an interior designer, has decided to create blog posts and share them on social media to promote his new business. He’s made a list of all of the things he should remember when writing – however, not all points on his list are correct. Can you help him identify the points that are correct on this list? Focus on your target audience
Only write about the products or services you offer
Be consistent in your writing style and tone of voice
Add the hook to the end of your blog post
The longer the post, the better
Lydia is a business student working for a hotel’s marketing department for the summer. She’s responsible for creating and promoting content across the hotel’s online channels. What should she do, and in which order? Click and hold to drag the items into the right order, then select Submit.
Maria has a pet shop in Bristol, and is writing fun blog posts about pets on her website, which are also being promoted on her social media accounts. Her goal is to try and increase product sales through content marketing efforts. Which metric is the most relevant in assessing which blog posts are contributing to increased product sales? How long users spend on each blog post
Which websites are referring traffic to her blog
The number of new subscribers to her email marketing list
How many people click the “Buy Now” CTA at the end of each blog post
Which of the following is an accurate definition of what a content marketing campaign involves?
What does the following definition describe? ‘The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.’
Fill in the blank: When describing the purpose of content, what is missing? ‘To entertain, to inspire, to _______ and to convince’.
Which of the following best describes why approaches to writing need to be adapted for online content?
What are ‘highlighting key dates’ and ‘considering multiple channels’ best practices of?
Which of the following metrics could help you understand which blog post is resonating the most with your audience?
Steph runs an online pet supplies shop, and she has some ideas about how email marketing can help her business. Two of her ideas are correct and two are not. Can you weed out the wrong ones?
Steph is thinking about using an email marketing service to help her send out marketing emails for her pet supplies store. What benefits are there to using an email marketing service? They make it easier for customers to sign up to receive marketing emails
They can help you create a customer database
They write marketing emails for you
They make it straightforward to send out personalised emails
Steph is writing a marketing email to send out to customers who have bought puppy food and toys from her online shop. Which of the following options should she select to use in the subject line of the email?
Steph is curious to learn how her customers react to email marketing campaigns. What kind of analytics data might she expect to get from her recent email marketing action?
Amelia is a marketing assistant at a big clothing brand, and has just sent out her first email marketing campaign. She takes a look at the Click Through Rate, to understand how many people clicked on a link in the email in order to land on her website. She takes a look at the Click Through Rate, to understand how many people clicked on a link in the email in order to land on her website.
Which of the following will you need to start an email marketing programme?
Which of the following is a common feature of email marketing platforms?
Which of these is a good practice to keep in mind when sending emails to your contacts?
If the open rate of your emails seems low, which of the following could help you fix that?
Which of the following statements is true when it comes to running email campaigns for a business?
Colin has been running a film review website for his podcasts for the past two years. He’d like to start advertising his site to increase the number of subscribers. To do that he wants to contact some media owners. Who do you think Colin should contact?
To maximise the hits on his website, Colin wants to target two different audiences using both display ads and search advertising. His two target audiences include cinema-goers and home movie watchers. Which type of approach would work for each audience? Home movie watchers
Cinema-goers
Colin’s favourite director has launched a new film. Colin has written a review and wants to use it to bring in visitors with a digital campaign. t to bring in visitors with a digital campaign.
If you own a film blog, which type of customer can you expect to reach with display advertising?
Fill in the blank: The ads on search engines are usually made up of ________.
When using search engine marketing, where can your ads appear?
When setting up display advertising campaigns, who can you target?
Colin distributes a popular movie review podcast called ‘Film Talk’ from his website. He wants to use display advertising to attract new visitors to his site. Take a look at the three adverts. Pick the one you think will draw the most visitors.
Colin has created his first video ad, and identified quite a few film-related websites where he’d like to display it. What one solution will allow Colin to easily place his ad on as many relevant websites as possible?
Colin is getting a lot of traffic to his podcast website, but not many subscribers. He has budget to design three display ads to encourage people back to his website to subscribe. Colin came up with a list of target groups that he’d like reach with his ads. Help him to cross off the two least useful target groups from his list.
In what way can display advertising be effective?
Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?
Which of the following is true when purchasing ad placements on an advertising network?
If a person adds a product to a shopping basket but then leaves the website, which of the following tactics is most likely to encourage that person to return and purchase the product?
What is the first step of display retargeting?
Justin is a passionate cook. He runs a vegetarian cooking website where he shares recipes and sells speciality ingredients. How could Justin reach his customers through online video?
Justin’s created the perfect vegetarian lasagne, and he wants to share his recipe with the world. Can you help him plan where to put a promo video so it will most effectively reach his target audience?
Justin wants to do some video interviews with other local chefs. He wants to add the videos to his blog. Can you help him order his to-do list? Click and hold to drag the items into the right order, then select Submit.
Justin is uploading some new videos. What can he do to increase the chance of them being promoted and shared? Post it on his website as well as other sites
Use a title and keywords that the target audience will use to search
Have a call to action such as a ‘share’ option
Add hashtags to your videos for social networking sites
Justin wants to do more video advertising. He knows his blog audience likes cooking at home, TV shows featuring famous chefs and cooking demo videos. Which keywords should he choose for the Google Ads programme?
Justin is studying his food blog’s analytics. He notices that most people give up on his videos after 60 seconds. He’s brainstormed a list of fixes. Cross out the ones that you think are wrong.
When incorporating videos into a digital strategy, which of the following tactics provides value to customers?
What can using video as part of your online presence help you create?
Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.
Using videos in email marketing and social media is an effective way to do what?
How can you take advantage of video for your product/services without actually making a video?
When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?
Linda runs a guesthouse with a website where people can book their rooms online. She’s been using web analytics to monitor how customers interact with her website. Linda uses the information to improve the site and the visitor’s experience. Take a look at the following terms – do you know what they mean in the web analytics world? Time spent on site
Visitor’s device type
Visitor’s location
Signing up to the newsletter
Linda’s analytics data shows people unsubscribing from her newsletter after two weeks. These people also aren’t booking rooms at her guesthouse. Linda gets some advice from her friends. Whose advice should she take?
Linda runs a guesthouse and has been using analytics to gather information about how people interact with her website. She’s recently revamped her newsletter, and has made the site responsive to appeal to users on mobile devices. Which elements of the analytics should Linda focus on to measure the effectiveness of her changes? Number of visits to the site per month
Number of site pages users explore on average
Amount of time visitors spend on the site
Number of people clicking on the links in her newsletters
Percentage of orders made on smartphones and tablets
Fill in the blank: Website analytics can tell you _____________.
Analytics can give you immediate valuable information about which type of customers?
If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?
Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?
Linda owns a guesthouse and has a website where customers can book and pay for rooms in advance. Linda uses SEM to create targeted ads for her rooms. She’s now looking at the analytics data for the different ad campaigns she runs. Take a look at the analytics data for the three campaigns. Which one campaign is performing least well Cosy guesthouse in Guildford town centre Get away from it all in a relaxed setting Book a room today! 478 clicks 6% conversion rate
Family friendly guesthouse Lots to do nearby Come and see what we have to offer! 830 clicks 2% conversion rate
Romantic guesthouse getaway in Guildford Plan a special trip with your loved one Book online now! 630 clicks 4% conversion rate
Linda runs a successful guesthouse in the centre of Guildford. She promotes the guesthouse online and has a website where customers can book and pay for rooms in advance. Linda wants to use segmentation to break down her analytics data. What information about the visitors can she gather by using this?
Most web analytics tools can tell you what information about the user?
Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.
Which section of Google Analytics can tell you whether visitors have found your website via social media?
Charles is thinking about taking his business online. He has many questions, but first he wants to understand what benefits data can have in online marketing. He needs some advice. What are the benefits of data in online marketing?
Jo is about to launch a new online campaign, and wants to know how data can be used to make the campaign as effective as possible. Rearrange the steps below in the correct order to help Jo understand what should happen first. Click and hold to drag the items into the right order, then select Submit.
Lee is currently trying to promote a free eBook download on his website. He has spent time creating compelling emails and posting updates on his social media accounts. He decides to use data to work out if actionable insights can improve the success of his non-paid promotional efforts. Here are the highlights of the data that was gathered: 75% of all eBook downloads came via his social media posts, 15% coming from his email newsletter and 10% via organic search traffic; Most eBook downloads occured between 5.00 p.m. and 7.00 p.m.; Facebook accounted for 65% of social media eBook downloads, LinkedIn made up another 25%, while other social media platforms delivered a total of 10%. Using this information, what actionable insights could Lee come up with to improve the success of his promotional efforts going forward? Develop additional email marketing content, ensuring emails are delivered during the off-peak eBook download time.
Post content across all social media channels during off peak eBook download time, and send email marketing content during peak eBook download time.
Reduce his efforts on the email marketing campaign and expand on social media promotion, specifically on Facebook and LinkedIn.
Schedule engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.
Anya is working on a presentation for potential investors. They would like to see how the demand for public parking has grown in the past three years. Anya has created the following four graphics to illustrate the growth demand. Which graphic would be the clearest and make the most impact on the investors?
Which type of data relates to a metric that can be represented with a number?
What makes the data cycle useful?
Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.
Which of the following is a benefit of using spreadsheets?
If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?
Jo wants to create a fully functional online store. Can you check which of the following features are available in most fully functional online stores? Order management via a backend system
Customer reviews pane
Products browser
Over-the-phone payments via a web-based calling system
What would be beneficial to include on a product description page?
Which of the following is an advantage of e-commerce?
To an owner or administrator, what is a functional benefit of having an online store?
What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?
Jo wants to use analytics data and visitor surveys to make some improvements to her e-commerce website, but she only has limited time and budget. What actions could Jo take for each of these findings? Customers access the shop a lot on mobile
Customers want to find a specific product
There are lots of website visits but no one is buying the products
Repeat customers add products to their cart but are not checking out
Office sets are steady sellers for Jo. How can she suggest office furniture items to customers who might not have considered them yet?
Jo has noticed that some of her customers leave her site without making a purchase. She’s set up some product retargeting ads, and wants to measure the performance of her campaign. What parameters should she look at to see if she’s attracting potential customers?
Which of the following is a sign that customers are having trouble using a particular device to make purchases?
What is an example of product merchandising?
Which of the following statements is true when describing how retargeting ads work?
Matt runs an online vintage record store in the UK. He wants to expand into new markets, but doesn’t know where to begin. What tools can help him choose his new market? Market insight tools
Search trends by location
Translation services
Matt has found out there’s a growing market for vintage records in Portugal. He now needs to identify insights on his new audience using a variety of tools.Can you help him match the correct tool with its corresponding insight? High search traffic on vintage record terms from Portugal
Low competition on search ads in Portugal
People in Portugal are looking at his website
Matt needs to make sure his website is suitable for his Portuguese customers. He’s made a list of translation and localisation tasks. Which items on his list relate to localisation? Adjusting colloqualisms so they make sense in Portuguese
Adding his UK office’s address to the main site
Calculating prices of the products in local currency.
Adjusting humourous product descriptions so they make sense in Portuguese
Matt’s chosen his market, now it’s time to find new customers. He has a few ideas, but not all of them will reach his Portuguese audience. Can you help him choose his best advertising ideas?
Portugal seems like a good market for Matt to move into. He’s looked into the legal requirements of trading records in Portugal and is pleased to find there aren’t any. But what other financial or regulatory requirements should he check?
Matt’s found out that Portugal has fast internet speeds, which is great for accessing his website. What things will Matt definitely need to do now he has customers in a new market?
Matt’s getting ready to sell his vintage records to Portuguese customers online. But there’s one unhelpful task on his to-do list. Can you cross it out for him?
What is the best way to translate the content on your website for a new market?
Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?
When adapting your website for customers who speak a different language, what should you do?
Which of the following is primarily meant to target new customers online?
What should a business do first, when considering going into a new market?
When selling to people in different countries, what payment form should you consider using if you aren’t already?
Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

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