WGU D098 DIGITAL MARKETING COMPREHENSIVE STUDY
GUIDE WITH QUESTIONS AND VERIFIED ANSWERS
NEWEST EDITION 2024
user-generated content (UGC) - (correct answer) any form of content that is created
by an online user (images, video, text, audio, etc.)
behavioral targeting - (correct answer) the range of technologies and techniques
used by marketers to increase the effectiveness of marketing activities by capturing
consumer data
digital marketing - (correct answer) marketing activities that use electronic devices
or the internet to connect with customers
marketing concept - (correct answer) a philosophy that companies should
understand needs of customers and make decisions to satisfy those needs
search engine marketing (SEM) - (correct answer) internet-based marketing
associated with the researching, submitting, and positioning of a website within search
engines to achieve maximum visibility
search engine optimization (SEO) - (correct answer) process of increasing the
quality and quantity of website traffic by increasing the visibility of a website or web
page to users of a web search engine
outbound marketing (push marketing) - (correct answer) one-way marketing
activities initiated by the company that send messages out to consumers
inbound marketing (pull marketing) - (correct answer) two-way marketing activities
that attract and pull consumers through different stages of the sales funnel
permission marketing - (correct answer) when consumers request and agree to
receive specific topic or content messages once or over a period of time
key performance indicators (KPIs) - (correct answer) measurable items that indicate
the progress an organization is making toward its business objectives
cause-related marketing - (correct answer) marketing activities that have the dual
purpose of increasing profitability and improving society
individual marketing - (correct answer) individualized messages and offerings
targeted to specific customers based on data analysis
local marketing - (correct answer) marketing activities for a specific geographic area
,integrated marketing campaigns (IMC) - (correct answer) immersive and targeted
communication with customers to help move them through the various stage of the
buying process
omnichannel integration - (correct answer) a cohesive, seamless brand experience
for the consumer through marketing content that is optimized for each channel and
device
marketing ethics - (correct answer) the moral principles that guide decision-making
and strategy within the marketing function
cookies - (correct answer) data stored on a user's computer by the web browser
third-party data - (correct answer) data collected from a variety of sources with no
direct connection with the data source
first-party data - (correct answer) data collected by a company about consumers
and can include online and offline info
second-party data - (correct answer) data collected by another source as first-party
data and sold
content marketing - (correct answer) a marketing specialization that involves the
creation and sharing of meaningful info (through stories, blogs, videos, and social media
posts) designed to raise interest in a company's products or services in a pull motion
social media marketing - (correct answer) the use of online applications, networks,
blogs, wikis, and other collaborative media for communicating brand messaging,
conducting marketing, public relations, and lead generation
digital advertising - (correct answer) advertising on the internet that could be found
anywhere toy access the web; online advertising
marketing automation - (correct answer) use of software and technology to
automate marketing tasks, enabling sales and marketing functions to perform more
effectively and create more personalized experiences for customers at scale
retention-based emails - (correct answer) part of an effective marketing strategy
designed to help customers understand the value of a product, prompt engagement,
and reduce churn rate
promotional emails - (correct answer) marketing emails with an immediate
conversion goal for the recipient, such as making a purchase or downloading content
, call to action - (correct answer) a piece of content intended to induce a viewer,
reader, or listener to perform a specific act , typically taking the form of an instruction or
directive (e.g. buy now or click here)
touch point - (correct answer) any way a consumer can interact with a business,
whether it be person-to-person, through a website or app, or any form of communication
clickthrough - (correct answer) a click on a link or advertisement that leads to a
website
impressions - (correct answer) instances where an advertisement is displayed to
consumers
conversion - (correct answer) when a potential customer performs a desired act
TOFU - (correct answer) top of sales funnel, focused on bringing the customer
through awareness
MOFU - (correct answer) middle of sales funnel, focused on nurturing customers to
move them through awareness and interest into desire and action
BOFU - (correct answer) bottom of sales funnel, focused on the consumer buying
the product/service
white paper - (correct answer) authoritative report to inform readers about a specific
topic used to promote a product or service
buyer personas - (correct answer) generalized representations of a company's
target customers, their key concerns, and buying decision criteria
affiliate programs - (correct answer) performance-based programs where a business
awards partners for their own marketing efforts in driving business to a website
attribution - (correct answer) assigning credit for a sale to a particular touchpoint
single-touch attribution - (correct answer) attribution model that gives credit for the
sale to one specific marketing activity
first-touch attribution - (correct answer) attribution model giving credit for a sale to
the first marketing activity the buyer engaged with before the purchase
last-touch attribution - (correct answer) attribution model giving credit for a sale to
the last marketing activity the buyer engaged with before the purchase
multipoint attribution - (correct answer) attribution model that evaluates all
touchpoints a consumer engaged with leading to a purchase
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