AMA DMI Certification v.9 Exam,
Questions to be revised, Flashcards,
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Digital marketing - ANS the use of new media or digital technology to achieve marketing
and business goals
outbound marketing - ANS begins with the brand advertiser pushing out a message to a
specified target audience with the objective being to drive awareness of a product or service
inbound marketing - ANS involves trying to pull your audience towards your content, brand,
or service. the focus is on creating compelling content to draw your customers to your brand
owned media - ANS the media you create and manage
paid media - ANS media or advertising that you have paid for to drive banner and video
viability, or clicks and traffic, to your product, website, or service
earned media - ANS free publicity generated by consumers, PR, influencers, and people
who speak about and share content related to your brand or product. brand advocates live here
direct marketing - ANS involves promoting and selling directly to the end buyer from the
manufacturer with no other media owner involved
print - ANS advertising that uses physically printed media to reach consumers and
prospects, such as newspapers, brochures and magazine ads
outdoor - ANS billboards, bus stops and smaller placements, bus sides, building wraps and
installations and so on
referral - ANS involves promoting products or services to new customers through referrals,
usually by word of mouth
3i principles - ANS initiate, iterate, integrate
,initiate - ANS start with what the customer actually wants and work backwards through
your strategy towards your objective
iterate - ANS testing and improving your activity now that you understand more about the
audience, the channels they use, and how they view your brand online
integrate - ANS focused on two parts: selling your strategy to get approval from the
organization to move forward, and then integrating your findings and strategy across the
different channels
email and automation marketing - ANS used for conversion and loyalty. aim to reach out to
the customers at the right time to lead them to a conversion destination, such as a landing page
audience research - ANS designed to establish the size, composition, and characteristics
of a group of individuals who are, or could be, potential customers
demographics - ANS hard facts about your audience. whether they are male or female,
how old they are, what their profession is, whether they are married, where they live, whether
they go/went to college
psychographics - ANS anything that your audience might be interested in, beliefs, life
goals, or opinions. its about gaining deep understanding of your audience's aspirations
behavioral data - ANS about how people use your product, or even how they navigate on
your website, and how they use different
What are the benefits of including and digital marketing activities when creating a marketing
campaign? - ANS optimize for scale and relevance and uses every audience's point of
contact
Which DMI 3i principle is illustrated by applying your customer engagement learnings to your
digital marketing strategy? - ANS iterate
In order to establish myself as a digital marketing expert, I will complete a diploma in digital
marketing. What elements of a SMART objective are illustrated in the statement above? - ANS
specific and measurable
When consider entering a new market or cultural community, why is it beneficial to conduct
cultural research first? - ANS to prevent misconceptions and help you adapt your
positioning and offer to fit in a global context
You are researching your competitor's target market to find out how to achieve their community
is and what their audience is saying about their brand. What tool or source of information is best
suite to provide the competitive insight? - ANS social media
,You are conducting research on your product and the factors that affect its performance. What
type of industry trend tools can provide you with access to trending topics online? - ANS
tweetdeck and eMarketer
Your prospect is aware they have a problem and have identified a potential solution for it. They
are now at the stage where they are evaluating their options. What stage of the buyer's journey
is your prospect at? - ANS consideration
Identifying market opportunities, developing creative concepts, and leveraging PR, influencer,
and branding formats are all activities involved in which marketing function? - ANS
awareness
What are the two main benefits of a 360 campaign? - ANS it covers the entire buying cycle
and optimizes for scale and balance
A person reads an article about the effects of sun damage on skin and searches on Google for
the best way to protect their skin. They discover your company's blog about the Top Ten Ways
to Protect Your Skin In the Sun. What marketing function and stage in the buyer's journey are
aligned in this scenario? - ANS awareness function and awareness stage
content marketing - ANS tool that allows you to bring your potential customers along the
journey of what it is you do and hopefully, convert them
benefits of content marketing - ANS grow, recruit, increase, generate, enhance
content marketing: grow - ANS be able to grow a community around what it is you are
trying to sell
content marketing: recruit - ANS help you get a sense of influence or credibility about what
it is you're looking to do in the wider market and recruit people to believe in what you are trying
to achieve
content marketing: increase - ANS increase SEO
content marketing: generate - ANS lead generation
content marketing: enhance - ANS enhancing your understanding of your business,
enhancing what your proposition is in the market, and enhancing your affinity with potential
customers
effective content - ANS relevant, personalized, educational, addresses needs and
interests, includes explicit CTAs, demonstrates a solution
, content groups - ANS topical and evergreen
topical content - ANS newsworthy, time-sensitive content that is linked to a topic and is
best suited for a particular moment in time
creating topical content - ANS choose general themes or events, consider what youre
trying to achieve, make sure you have adequate resources
evergreen content - ANS content that can be used at various stages of the buyers journey.
relevant and valuable for a long period of time, can drive more traffic and generate more leads
over its lifespan, can be repurposed into different formats, maximizing creation time
creating evergreen content - ANS choose timeless topics, promote on social media,
repurpose at a later date
community management - ANS the stage that comes after the content has been published.
social listening - ANS the method of tracking online conversation in relation to keywords,
topics, or phrases to glean insights from your target audience
benefits of social listening - ANS identification of opportunities, looking to spot potential
risks or threats to your business or to your industry, and understanding what your brand and
your business position on different platforms really is
social listening tools - ANS talkwalker, social mention, hootsuite
competitor analysis - ANS understand what audiences are interacting with when it comes
to your competitors' content
benefits of competitor analysis - ANS spot content gaps, identify innovations, define
content, avoid content clashes
content audit - ANS review content performance, set rolling objectives, implement key
learnings, improve and optimize
steps of a content audit - ANS KPI and objectives review, benchmarks, current audience
segments, content inventory, forms and types, website performance and UX, social platform
review, language and tone evolvement, social listening
content marketing goals - ANS awareness, engagement, affinity, conversion, advocacy
buyer personas - ANS help you understand your customers and your perspective customer
better
