Digital Marketing Basics
What does the "P" stand for in the PESTEL framework?
Political
Marketing strategy flows from the overall _____ strategy
Corporate
Personalized experiences
An optimized website provides what to customers?
Value
What does SEO stand for?
Search Engine Optimization
According to the American Marketing Assoc, digital marketing is best described as:
The use of digital or social channels to promote a brand
Content strategy is part of which marketing P?
Promotion
What is the main purpose of creating digital buyer personas?
To better understand and target specific groups of customers
Describe UX
User-experience focused design
On a Google search results page, which results appear first?
Paid or sponsored advertising
This concept is central to marketing
Value
STP stands for what?
Segmentation, Targeting, Positioning
What is a person who affects a consumer's buying decision by virtue of their fame, internet presence, or recognition?
Influencers
When a website changes sizes on different devices is is what?
Responsive
Search engine results that do not directly cost the website for clicks
Natural or Organic Results
What does KPI stand for?
Key Performance Indicator
What does the term "contingency plan" refer to in a digital marketing plan?
Back up plan
Awareness
Understanding how customers interact with a website and ensuring it is easy to use and understand is called.
User Interface Design
Keyword Stuffing
What macro-environment factor includes "ewaste" or "digital waste" as a concern for digital marketers?
Environmental
Which parts of a SWOT are external?
Opportunities & Threats
What is the last step in the consumer decision-making process?
Post purchase evaluation
Analytic that measures the percentage of people who leave a website after viewing only one page
Bounce
These are links from referral domains to an organization's website.
Backlinks