Question 1

Web analytics can analyze where consumers went on a brand's website,what they did within the website,and what other websites were visited.

Accepted Answer

Web analytics track and analyze consumer behavior on a brand's website, including which pages they visited, how long they stayed on the site, and which external websites they may have navigated to from the brand's site.

Question 2

A company-sponsored blog can provide valuable insights into how customers view the company,its brands,and its products.

Accepted Answer

A company-sponsored blog can serve as a platform for customers to express their opinions, feedback, and grievances, which can offer valuable insights into how they view the company, its brands, and its products. This information can help the company to improve its products and services according to the customers' needs and preferences. Therefore, a company-sponsored blog can be a useful tool for customer engagement and market research.

Question 3

The marketing team at Starbuck's could use location-based advertising to send coupon offers to individuals that are located within a few blocks of a Starbuck's outlet.

Accepted Answer

This is true. Location-based advertising targets individuals based on their physical location and can be used to send coupon offers to those who are in close proximity to a business, such as a Starbuck's outlet.

Question 4

Native advertising is paid content that consists of providing useful information and product-use solutions to potential and current customers.

Accepted Answer

Native advertising is indeed paid content that offers valuable information and solutions to customers. It is designed to blend in with the publication or platform it is featured on, rather than standing out as an obvious advertisement.

Question 5

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Accepted Answer

Blogs are a cost-effective way for small businesses to connect with their customers, as they are easy to set up and maintain and can provide valuable content and information.

Question 6

With mobile advertising,audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area.

Accepted Answer

Audience-data targeting does use behaviors and characteristics to target individuals, but it also includes geographic location as a key factor to ensure the message reaches the desired audience.

Question 7

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a brick-and-mortar store.

Accepted Answer

Geo-targeting is a digital marketing strategy that involves delivering content or advertisements to a user based on their geographic location. It is not limited to identifying retail outlets for brick-and-mortar shopping but can be used for a variety of marketing and information delivery purposes.

Question 8

To be successful,an email marketing program does not need to be integrated with other channels,because it is a stand-alone process.

Accepted Answer

Integrating email marketing with other channels such as social media, website, and CRM can significantly enhance the effectiveness and ROI of the campaign.

Question 9

Web analytics allow a company to develop email campaigns that offer the greatest chance of response.

Accepted Answer

Web analytics provide valuable insights into customer behavior, which can help a company tailor their email campaigns to maximize response rates. For example, analytics can reveal which types of emails customers are most likely to open, what content they engage with, and when they tend to be most active. This information can be used to create targeted, personalized email campaigns that are more likely to resonate with customers and drive conversions.

Question 10

The most common form of location-based advertising is geo-fencing.

Accepted Answer

The answer of The most common form of location-based advertising...

Question 11

In order to ensure a positive brand image is developed through a company-sponsored blog,it is important to monitor and filter out negative comments made by customers.

Accepted Answer

While monitoring comments is important for maintaining a positive brand image, filtering out all negative comments can appear inauthentic and may prevent the company from addressing and resolving legitimate customer concerns, which can ultimately harm the brand image.

Question 12

Jim has been on the internet searching for a boat and reading about the various brands.An ad pops up on the computer screen advertising a particular brand.This is an example of geo-targeting based on keyword searches or content read.

Accepted Answer

The answer of Jim has been on the internet searching...

Question 13

Experts believe branded content pages on the web should be changed or updated daily to improve its relevance to consumers and to increase search results.

Accepted Answer

Experts recommend regular updates to branded content, but not necessarily daily changes. The frequency of updates should be based on the nature of the content, audience engagement, and industry trends, rather than a fixed daily schedule.

Question 14

Online newsletters can be an effective way to engage consumers if the content is seen as useful and beneficial.

Accepted Answer

Online newsletters can be a great tool for engaging consumers as long as they provide content that is relevant, valuable, and informative. When newsletters are seen as useful and beneficial, consumers are more likely to open them, read them, and take action based on the information provided. However, if the content is not seen as useful or if the newsletter is too promotional, consumers may ignore or unsubscribe from the newsletter.

Question 15

Most consumers are tolerant of spam,which makes the creation of an email program easier.

Accepted Answer

Most consumers are NOT tolerant of spam, which makes it more difficult to create an email program that avoids being marked as spam or ignored/deleted by recipients.

Question 16

Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be seen.

Accepted Answer

Behavioral targeting is a type of online advertising that uses information about a user's web-browsing behavior, such as the pages they have visited or the searches they have made, to deliver targeted ads that are more relevant to their interests.

Question 17

Sponsored content produces significantly better results than a brand having its own branded content.

Accepted Answer

Sponsored content and branded content can both be effective, but their success depends on the strategy, audience, and goals of the campaign. There's no definitive evidence to suggest that sponsored content universally produces significantly better results than branded content.

Question 18

The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.

Accepted Answer

Sponsored content is created to fit the style and tone of the publisher's platform, giving companies less control over the content compared to branded content, which is fully controlled and created by the company itself.

Question 19

Blogs are often an effective way to engage with customers and potential customers.

Accepted Answer

Blogs provide a platform for businesses to share their expertise, showcase their offerings, and connect with their audience in a more personal and interactive way. It allows the audience to engage with the brand by commenting and sharing their thoughts, which can help foster a sense of community and loyalty. Therefore, blogs are often an effective way to engage with customers and potential customers.

Question 20

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Accepted Answer

Ignoring negative comments can portray a lack of concern or interest in customer feedback. Responding to negative comments in a professional and transparent manner can show that the company is actively listening and addressing concerns. It also provides an opportunity to turn a negative experience into a positive one by addressing the issue and offering a solution. However, it is important to handle negative comments with care and avoid getting defensive or confrontational.

Quiz 8: Digital Marketing