Principles of marketing/PMKT103/Digital marketing/Quiz 1

The questions which follow provide a basic knowledge test of selected concepts covered in this learning pathway: The power of digital marketing.

The questions published at the end of each learning pathway are re-used for the knowledge test for learners interested in earning a digital badge or certificate of participation for the Launching products and generating market demand (PKMT103) micro-course. Please consult the Certify participation page for more information.

True - false questions

Indicate whether the following statements are true or false:

• Facebook, Twitter, LinkedIn and other social networks allow companies to monitor customer conversations and quickly flag customer service issues and concerns.
  • True
    • Correct. Social networks give organizations the ability to see and hear what individuals and groups of customers are thinking about their products. They are an important customer service tool and can help an organization mitigate risk from a product not doing what it's supposed to, or a group of customers who share stories of poor customer service - which can damage a company's brand.
  • False
    • Incorrect. Listening to social signals on digital media channels are a valuable source of information for organizations, including: posts about the performance of their products (positive, neutral, negative), demographic information, how they are sharing content and to whom, visitor traffic, and more.
• Colours, thought triggers, images and sounds address physiological buying behaviours.
  • True
    • Correct. When customers are presented with specific images they can relate to (e,g. fresh-cold beer to rugged sports enthusiasts), they are more likely to have an emotional response to what is being shown to them. When emotions are piqued - a want becomes a need.
  • False
    • Incorrect, Marketers are continuously researching customers to understand their psychological state - that will promote buying behaviour.
• One of the key principles of digital marketing is creating an easy, seamless, and convenient user experience for target audiences.
  • True
    • Correct, well-designed digital marketing helps establish an ongoing, automated relationship between brands and their audience.
  • False
    • Incorrect, eliminating the amount of consumer effort needed to act on digital content is a key principle of digital marketing.
• All digital media technologies are considered "user-generated" content.
  • True
    • Correct, Digital media technologies include YouTube videos, blogs, podcasts, review sites, Wikipedia and Facebook.
  • False
    • Incorrect. Digital media technologies depend on their users to add and share content, with their friends, family and colleagues, who in turn share and add content - thus growing the overall size of the community and available content.

Multiple choice questions

• How does digital marketing differ from other forms of marketing?
  • Digital marketing is very costly compared to other marketing forms
    • Not really – it could actually be cheaper than advertising.
  • Digital marketing uses an online platform to integrate people, processes and technology
    • That’s right – that is the power of digital marketing.
  • Digital marketing does not allow a business to get to know its customers as well as other marketing forms
    • Incorrect – digital marketing provides the tools to get to know customers better as technology and analytics and can capture and analyse consumer behaviour.
• Which of the following digital marketing forms includes Instagram, Facebook and Twitter?
  • Social media
    • Correct - Instagram, Facebook and Twitter are online social media networks that have become very powerful in digital marketing.
  • Internet
    • Not really – Instagram, Facebook and Twitter are online social media networks that have become very powerful in digital marketing and they can be accessed via the internet.
  • Mobile phone
    • Incorrect – Instagram, Facebook and Twitter are online social media networks that have become very powerful in digital marketing and they can be accessed via a mobile phone.
• Which one of the following is an example of digital marketing media?
  • An app enabling a consumer to choose and order a product.
    • Correct – the app creates a channel of communication between the seller and consumer. An example would be an app for ordering pizza online, where you could select your favourite toppings and find your nearest outlet.
  • Flyers handed out at an event to advertise new products
    • Incorrect – Flyers are not digital marketing as they present content on paper.
  • An advertisement in a printed magazine that has been designed online
    • Incorrect – in this case the channel of communication between the seller and consumer is on paper, so this is not digital marketing.
• The first step in creating a digital marketing campaign is to:
  • Plan
    • Correct – you always start with a plan.
  • Implement
    • Not really – you need to have a plan to implement.
  • Control
    • Not really – if you don’t have a plan, there is nothing to control that goes as planned.
  • Measure
    • Correct – measuring is important to understand how well the plan is leading to or achieving the desired outcome.