D377 MKTG 6000 Digital Marketing Foundations Objective Assessment Guid e Q & A 2024 1. What is the primary benefit of utilizing search engine optimization (SEO) in digital marketing? - A) To increase brand awareness - B) To generate high -quality traffic to a website - C) To reduce the cost of customer service - D) To directly sell products online Answer : B) To generate high -quality traffic to a website Rationale: SEO is primarily used to improve a website's visibility in search engine results, which leads to an increase in high -quality traffic. 2. Which metric is most important when evaluating the success of an email marketing campaign? - A) Delivery rat e - B) Open rate - C) Click -through rate - D) Unsubscribe rate Answer : C) Click -through rate Rationale: The click -through rate indicates the percentage of recipients who clicked on one or more links contained in an email, which is a direct measure of engagement and interest. 3. In the context of digital marketing, what does 'A/B testing' refer to? - A) Testing two different marketing strategies simultaneously - B) Testing before and after a campaign launch - C) Testing two variation s of a web page to see which performs better - D) Testing the beginning and end of a campaign Answer : C) Testing two variations of a web page to see which performs better Rationale: A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better in terms of metrics like conversion rates. 4. What role does 'influencer marketing' play in digital marketing strategies? - A) To provide technical support - B) To leverage the influence of individuals with a significant online following - C) To directly manage online advertising campaigns - D) To conduct market research Answer : B) To leverage the influence of individuals with a significant online following Rationale: Influencer marketing involves partnering with influencers to tap into their audience and credibility, thereby amplifying brand messaging. 5. Which of the following best describes 'content marketing'? - A) The process of buying and selling media space - B) The creation and sharing of online material to stimulate interest in products or services - C) The technical aspects of managing a website - D) The analysis of consumer behavior online Answer : B) The creation and sh aring of online material to stimulate interest in products or services Rationale: Content marketing focuses on creating valuable, relevant content to attract and retain a clearly defined audience and ultimately drive profitable customer action. 6. How does 'pay -per-click' (PPC) advertising work in digital marketing? - A) Advertisers pay each time their ad is displayed - B) Advertisers pay when their ad leads to a sale - C) Advertisers pay each time their ad is clicked - D) Advertisers pay fo r a fixed period of ad display Answer : C) Advertisers pay each time their ad is clicked Rationale: PPC is an online advertising model where advertisers are charged only when a user actually clicks on their ad, not just when the ad is displayed. 7. W hat is 'conversion rate optimization' (CRO) in digital marketing? - A) Optimizing the speed of a website
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