Activate customer-centric marketing Certification Cost

You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

1. Look at your data to get insights on customer behavior
2. Just focus on the moments involving cash transactions
3. Avoid location data and information relating to time
4. Capture each and every moment you can—don’t hold back

100% Correct Answer:

• Look at your data to get insights on customer behavior

Why is a digital-first brief an important part of the campaign process?

1. It provides ample detail and prevents contributors from going off message and out of scope.
2. It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.
3. It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
4. It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.

100% Correct Answer:

• It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.

What is the main difference between a traditional campaign brief and a digital-first one?

1. A digital-first brief values e-commerce and has already shaped the creative teams should use.
2. A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.
3. A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.
4. A digital-first brief highlights all the digital formats and channels available to creatives.

100% Correct Answer:

• A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.

Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: “For your first purchase, get a discount” display ad. Why didn’t this work?

1. This message would have worked better for the “Care” stage.
2. This message would have worked better for the “Think” stage.
3. This message would have worked better for the “See” stage.
4. This message would have worked better for the “Do” stage.

100% Correct Answer:

• This message would have worked better for the “Do” stage.

What would you recommend for a company that wasn’t yet clear who their target is or their unique benefit?

1. Use a Strengths, Weaknesses, Opportunities, Threats framework
2. Try a content analysis
3. Write a positioning statement
4. Do a cost analysis

100% Correct Answer:

• Write a positioning statement

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

1. Rule out signals such as likes, browse behavior, and reading an article
2. Go back and try to re-anticipate all the touch points your customers may have
3. Disregard the feedback and trust that your instincts are correct
4. Just focus on the moments where your customers use smartphones and mobile devices

100% Correct Answer:

• Go back and try to re-anticipate all the touch points your customers may have

Related Options:

1. Go back to your search data and try to anticipate all the questions your customers may have
2. Disregard the feedback and trust that your instincts are correct
3. Try to speak to every moment your customers may be using their smartphones and devices
4. Rule out signals such as likes, comments, browse behavior, and reading an article

100% Correct Answer:

• Go back to your search data and try to anticipate all the questions your customers may have

What is the risk to a brand if it wants to be everything to every possible customer?

1. It would spend too much money automating its marketing efforts.
2. It won’t be able to keep up with the demand.
3. It could lose its unique differentiator within the market.
4. There is absolutely zero risk. This is what all brands should do.

100% Correct Answer:

• It could lose its unique differentiator within the market.

Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?

1. All three principles
2. Digital-first
3. Link to brand
4. Aware of intent

100% Correct Answer:

• Aware of intent

What would be the best format and message for a women’s clothing retailer in the “Do” stage?

1. Newsletter on tips to take care of your new garment
2. Skippable pre-roll ad talking about how the clothing is manufactured and designed
3. Blog post outlining fashion trends
4. Search ads with discounts and a site-link extension leading to product

100% Correct Answer:

• Search ads with discounts and a site-link extension leading to product

Related Options:

1. Newsletter on tips to take care of your new garment
2. Blog post outlining fashion trends
3. Search with ad extensions offering discounts and a click-to-buy extension
4. Skippable pre-roll ad talking about how the clothing is manufactured and designed

100% Correct Answer:

• Search with ad extensions offering discounts and a click-to-buy extension

To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?

1. This would have been better as an awareness campaign.
2. This was a great idea to reward loyal customers.
3. This tactic would have been appropriate for the “Think” stage.
4. This tactic didn’t consider personas or opposites attract thinking.

100% Correct Answer:

• This tactic would have been appropriate for the “Think” stage.

Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

1. The journey hasn’t changed, customers move through a funnel toward purchase
2. Marketers must understand a customer’s intent
3. The value of blasting a one-sized-fits-all message at scale
4. Apply the same principles you used to use for print, radio, and tv to search and digital

100% Correct Answer:

• Marketers must understand a customer’s intent

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was likely used to target you with this ad?

1. All those who searched for a recipe
2. An earlier site visit of electronic music schools
3. People who were interested in half marathons in the area
4. People who searched for “where to buy chicken curry”

100% Correct Answer:

• An earlier site visit of electronic music schools

Related Options:

1. People who were interested in half marathons in the area
2. All those who searched for a recipe
3. People who searched for “where to buy chicken curry”
4. An earlier site visit of electronic music school

100% Correct Answer:

• An earlier site visit of electronic music school

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?

1. Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
2. Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card
3. Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
4. Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”

100% Correct Answer:

• Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies

Related Options:

1. Deliver a display ad that promotes a blog post on the top perfume ingredients that children are allergic to.
2. Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card.
3. Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”.
4. Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience.

100% Correct Answer:

• Deliver a display ad that promotes a blog post on the top perfume ingredients that children are allergic to.

Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

1. Say that you see his point and that this is just a way for you to glean more insights; you'll be prioritizing demographic data only
2. Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you
3. Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
4. Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit

100% Correct Answer:

• Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey

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