Digital Marketing Professional Certificate -Exam Answer 2023

A thorough understanding of digital marketing concepts, strategies, and implementation is provided by the Digital Marketing Professional Certificate (DMPC) Program. This includes email and Search Engine Optimization (SEO) campaigns, Pay Per Click (PPC) campaigns, social marketing, retargeting, and integrating digital marketing with traditional marketing.

• Learning Intentions
• Overview of digital marketing
• Important Ideas
• Creating leads
• Google Marketing
• Digital Display Advertising Usability and User Experience
• Email Promotion
• Use of social media
• Retargeting
• Monitoring and Evaluation
• Analytics

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Digital Marketing Professional Certificate – English

Question 1: As the marketing director, you would like to better your PPC every day so….

• You plan on working in a discipline matter.
• You measure and test everything you can.
• You build a keyword list.
• All of the above.

Question 2: You marketing team is discussing the differences between SEO and SEM. Which team member is right?

• SEO is more white-hat, SEM is more grey.
• SEO focuses on organic search rankings while SEM encompasses all aspects of search marketing.
• SEO refers to organic search results while SEM focuses on paid search.
• There is no difference. They are both the same.

Question 3: As part of your digital marketing strategy, you have to implement inbound marketing. What can you rely on?

• Blogs.
• Social media.
• Search engines.
• All of the above.

Question 4: What would you use SEO for?

• A way to increase traffic on your website.
• A process to improve the visibility of your website on search engines.
• A coding language.
• None of the above.

Question 5: You have been appointed as the new Marketing Director of your company and are given this customers’ information: Purchasing habits, household income, hobbies, motivations, and device preference. What can you create with this information?

• The Income funnel
• A business proposal.
• A buyer persona.
• The Sales model.

Question 6: You would like to start implementing affiliate marketing. When should your blogger get paid?

• For every purchase it gets done through his blog.
• It depends on what you agreed on with the blogger.
• For every visitor he gets on his blog.
• For every sign up you receive from his blog.

Question 7: You have been asked to attract attention and generate leads on the digital side of the business. What would you consider implementing?

• Radio commercials.
• Launching e-commerce site.
• Grand opening with free products.
• Content marketing.

Question 8: Data driven marketing is also known as:

• Website marketing.
• Data analytics marketing.
• Online marketing.
• Digital marketing.

Question 9: You have been studying the customer journey and would like to send a pre-written set of messages to customers. On what communication strategy should you start working on?

• Dynamic marketing.
• Pre-set campaigns.
• Automation marketing.
• Drip marketing.

Question 10: Since your marketing specialist already discovered the best content, what are the next steps that he needs to take to finalize content curation?

• Buy the desired content, organize it and promote it.
• Add images and promote it.
• Organize it, contextualize it, and promote it.
• None of the above.

Question 11: As part of your new marketing role, you are asked to create your company’s buyer persona. Where can you gather this information from?

• Work environment.
• Yellow pages.
• Market research.
• A and C.

Question 12: You have been working on the digital marketing customer journey. You know it start with awareness, interest, __________, purchase, retention and advocacy. What step are you missing?

• Interest.
• Consumption.
• Consideration.
• Contemplation.

Question 13: As the marketing director, you rather have a list that was acquired organically rather that purchased, because:

• These subscribers are more genuinely interested in your brand or service.
• These subscribers are more willing to share your brand or services with their peers.
• These subscribers are more active and engaged in conversations about your brand or service.
• All of the above.

Question 14: You are tasked to create activities to improve the customer’s journey Interest stage. Which of the following would you consider implementing:

1. PPC.

2. Radio.

3. Word of mouth.

4. Email.

• 1, 3, 4.
• 1 and 2.
• 4 and 1.
• 1, 2, 4.

Question 15: The internet marketing tree is composed by:

• SEM, directories and listings, email marketing, social marketing, PR, online advertising.
• SEM, directories and listings, email marketing, social marketing, PR, online advertising, website.
• SEM, free listings, email marketing, social networks, press releases, ad networks, website.
• SEO, directories and listings, email, social networks, PR, online advertising.

Question 16: You are getting ready to send your first email campaign. Which of the following can hurt your deliverability?

1. Sending email without custom authentication.

2. Using single opt-in.

3. Using URL shorteners.

4. Text version.

• 1 and 3.
• 1, 3 and 4.
• 1, 2, 3.
• 1, 2.

Question 17: You have been invited to the weekly sales meeting. In the meeting, the sales team is asking you to support them in the interest stage so customers can take an action. The sales team is referring to the:

• Pay funnel.
• Income funnel.
• Sales funnel.
• Forecasting funnel.

Question 18: You are discussing tracking customer behavior with your marketing specialist and he is confused as to what needs to get done. You tell him a cookie needs to get set on the user’s:

• Phone.
• Computer.
• Browser.
• Profile.

Question 19: As the new marketing director, you have created the buyer personas, and now is time to create the target audience. You have asked the marketing specialist to gather all the respective information. In the meeting, the marketing specialist gives you the following data. What are you going to use to create the target audience?

1.      Gender.

2.      Marital status.

3.      Age.

4.      Place of residency.

• 1, 3, 4.
• 1, 2, 3.
• 1 and 3.
• 1, 2, 3, 4.

Question 20: As part of your new duties as a Marketing Director, you have been given the company’s value proposition to present it to the board members. In the meeting, one of them asks you what is the value proposition part of, and you respond:

• Online model canvas.
• Sales model canvas.
• Digital media strategy.
• Business model canvas.

Question 21: You are struggling with link building for SEO. What can help your website rank higher?

• Emails.
• Social media posts.
• PPC.
• A Blog.

Question 22: You are having your monthly digital meeting and one of your team members asks you what LTV:CAC means. You respond:

• Lifespan value: customer acquisition cost.
• Lifecycle value: customer acquisition cost.
• Lifetime value: customer acquisition cost.
• None of the above.

Question 23: In general, the higher your ads appear, the more clicks you get and the more you__________:

• Pay.
• Get users to visit your website.
• Convert.
• Sale.

Question 24: You have asked your marketing specialist to curate some content to post on your blog. In the meeting, he presents the following. Which of these are considered content curation?

1. A part 2 of your best blog.

2. News articles.

3. Infographics and social media posts that aren’t yours.

4. UGC (user generated content).

• 1 and 2.
• 3 and 4.
• 2, 3, 4.
• 1 and 4.

Question 25: A Landing page is the page users see after they click an ad

• True.
• False.

Question 26: Inbound marketing is composed of four main steps. Call to actions, landing pages and information forms are part of the __________ stage.

• Adaptation.
• Persuade.
• Grow.
• Convert.

Question 27: The main purpose of a Display campaign is to drive leads for the client.

• True.
• False.

Question 28: Opt-out links are always optional.

• True.
• False.

Question 29: The word blog in a short form of “Web Log”

• True.
• False.

Question 30: You are asked to create your company’s Google AdWords account to implement some digital marketing. What would you be configuring in this platform?

• E-mails.
• Blogs.
• Social media posts.
• Paid search and banners.

Question 31: You have asked your marketing specialist to create a retargeting campaign for each type. He shows you one for sponsorship, one for creative, and one for reverse.  Which one is he missing?

• Advertiser.
• Support.
• Innovating.
• Sales.
• None. There is only 3 types of retargeting campaigns.

Question 32: You have been promoting you new “How to” e-book. As a result, more prospects are scheduling a consultation with the sales team. These users are considered:

• Hot leads.
• Interested prospects.
• Hot prospects.
• Warm prospects.

Question 33: You are redesigning the new company website and need to redirect visitors from one page to another web page temporarily. What redirect should you use?

• 302.
• 404.
• 403.
• 300.

Question 34: In order to support the sales team, you are requesting an increase in your digital budget to focus on lead generation paid methods. What methods should you invest on?

• PPC.
• Referrals.
• Organic search.
• Engine results.

Question 35: Billboards and email marketing are both part of Digital Marketing:

• True.
• False.

Question 36:  The sales director asks you what triggers a conversion pixel. You respond:

• A specific page view.
• A single sale.
• A registered lead.
• Any site visit.

Question 37: As the marketing director, you would like your website to be more visible to people without spending money.  What method should you use?

• Blogs.
• SEM.
• PPC.
• Social media.

Question 38: You have been given your company’s Email database. How can you segment it?

• By gender.
• By products purchased.
• By household income.
• Any number of conditions.
• A and B.

Question 39: You are reviewing the marketing budget and need to submit the digital activities expenses. What are the expenses you should be submitting of?

1. Website.

2. Brochures.

3. PPC.

4. Grand opening.

• 1, 3, 4.
• 1, 2, 3.
• 3 and 4.
• 1 and 3.

Question 40: Which are examples of social media?

• Podcasting.
• Blogs.
• Wiki.
• Facebook, Linkedin.
• All of above.