WGU Digital Marketing Science - D378 || All Questions
Answered Correctly.
Steps in Consideration (Buyers Journey) correct answers Search, Email, Social Media Ads, Paid
Content, Blogs, Video
Steps in Purchase (Buyers Journey) correct answers App Purchase, Store Purchase, Online
Purchase
Steps in Advocacy (Buyers Journey) correct answers Forums, Social Media Mentions, Surveys,
Reviews, Testimonials
Steps in Loyalty (Buyers Journey) correct answers Customer Support, Rewards Program,
Newsletter/Blog Subsciber
Steps in Awareness(Buyers Journey) correct answers PR, Outdoor Ads, Print Ads, Online Ads,
Radio/TV, Word of Mouth
Marketing Iterative Process correct answers Plan, Do, Check, Act
Purpose of Buyers Journey correct answers Analyzing the buyer's journey helps companies
understand the touchpoints at which buyers engage, making it possible to tailor those touchpoints
to better engage buyers throughout the journey.
Purpose of Buyer Personas correct answers Buyer personas, also referred to as customer
personas, help marketers clearly define specific customer segments by creating fictionalized, but
reality-based, profiles of typical customers in a segment.
Which benefit can be obtained by performing a SWOT analysis while building a digital
marketing strategy? correct answers Understanding the competitive environment and how to
utilize available resources
Which stage of a digital marketing strategy involves launching campaigns and engaging
customers through social media? correct answers Execute
Which two actions are a part of the measuring stage of building a digital marketing strategy?
correct answers Analyzing website traffic, Calculating return on investment (ROI)
(T/F) In the research stage of developing a digital marketing plan, search engine optimization
(SEO) audits are necessary due to changes in algorithms. correct answers True
Which question does an organization's mission statement answer? correct answers What is the
organization's reason for existence?
How is click-through rate (CTR) calculated? correct answers Clicks/impressions
,Which organization oversees companies' messages to potential customers to evaluate the
legitimacy of the information? correct answers The National Advertising Review Board
Which moral obligation to the customer is compromised by including the features? correct
answers Duty of beneficence
Which stage of a digital marketing strategy asks, "Where are we now?" correct answers Research
Which stage of digital marketing strategy development is characterized by updating the
marketing channel mix and budget? correct answers Analyze and adjust
What is a marketer's duty to avoid harming consumers known as? correct answers
Nonmaleficence
What should a marketer consider in addition to demographics when defining the target audience?
correct answers Consumer intent
Which type of influencer uses their platform primarily as a means to effect global change?
correct answers The activist
In a conversion funnel, the longer a consumer stays in the funnel, the more likely they are to get
lost and lose interest in the product. correct answers False
Which role do demographics play in social media marketing? correct answers They help
companies select the appropriate platform and curate content to reach target audiences.
How has social media marketing changed traditional sales funnel models? correct answers It has
broadened consumers' selection of brands as they move through the sales cycle and has pushed
them to evaluate satisfaction after purchase.
(T/F) "Riding the hashtag" is a social media tactic that involves companies jumping into short-
term, trending conversations. correct answers True
What is an advantage of switching channels when addressing consumer complaints via social
media? correct answers It allows for a more detailed response and personalized attention.
How do algorithms affect the reach of a company's social media marketing campaigns? correct
answers They show consumers content from companies they have interacted with in the past.
What is SEM? correct answers SEM is a method of online marketing where an organization
works to ensure their website appears in search results and uses a blend of marketing and
technical skills.
, three ways of looking at a keyword query correct answers There are three ways of looking at a
keyword query, from first-time anonymous users, repeat users who are not logged in to Google,
and logged-in users. Google collects data from the latter two groups to tailor their results.
There are three ways of looking at a keyword query, from first-time anonymous users, repeat
users who are not logged in to Google, and logged-in users. Google collects data from the latter
two groups to tailor their results. correct answers Higher probabily of concersion, less
competition
What is the purpose of a website owner using a robots.txt file? correct answers To avoid
development pages from being indexed
(T/F) Search engine optimization (SEO) often discourages putting several images and videos on
web pages since these creative objectives are not SEO friendly. correct answers False
What are two ways to optimize social presence using social media? correct answers Incorporate
keywords into posts, Include visually appealing content
Which location is it crucial for a designer to place keywords in? correct answers The title tag
How can a designer make a company website mobile friendly? correct answers Create a
responsive design
How can a designer help a website's URL to be search engine friendly? correct answers By
making it as short as possible
What is one disadvantage of using A/B testing for an ad campaign? correct answers It is capable
of testing only one idea at a time.
What are two characteristics of paid search? correct answers It has an immediate effect, It is easy
to measure.
Which metric should the brand focus on for its bid strategy? correct answers Conversions
Which type of extension would be used in a pay-per-click ad to highlight different services or
features of the business in the ad? correct answers Snippet
When should a broad match strategy for keywords be implemented? correct answers When the
campaign needs a boost to be seen by more people
What are two benefits of using dynamic keyword insertion? correct answers It increases click-
through rate., It enables specialized targeting.
(T/F) Every increase in conversion is good for an organization. correct answers False
