Q and A

Foundations of Digital Marketing Weekly Challenge 3 Answers – Coursera

Which of the following best describe a brand?
How much customers are willing to pay for a company’s products
How a company markets its primary asset, like a product or service
How a company is perceived by the public
How a company communicates its values and culture
Which of the following statement best describe how a company’s brand and marketing work together? Select all that apply
A company’s marketing strategy can help a business build its brand
A company’s brand identity changes with its marketing strategy
A company’s brand is the foundation for its marketing strategy
~~A company’s marketing strategy defines its brand identity~~
What should a marketer understand before they establish a digital marketing strategy? Select all that apply
What they want to accomplish
How to set their company apart from competitors
Who are they trying to reach
How to allocate the budget
What is a business goal?
A small, targeted objective that is specific to outreach activities
A tactic that improves the customer perception of a brand
A tactic that improves the the impact of a business in the short term
A big, long-term aim that has the potential to affect an entire company

A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities

To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.

To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.

To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
Which of the following are examples of owned media? Select all that apply.
EBooks
Whitepapers
Video Ads
Paid Social Media Ads
What are the disadvantages of paid search? Select two
Paid search results disappear when a business stops paying for them
Paid search can have higher entry costs to start
Paid search does nor work well with organic search
Paid search results take long time to create an impact
Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?
Strategy
Analytics and reporting
Planning and publishing
Listening and engagement
Paid Social media
A brand wants to build and maintain relationships with potential and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?
Email Marketing
Paid search
Keyword research
Social media marketing
What is the difference between email segmentation and personalization?
Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.
Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.
Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.
Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers.
A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply
Create community
Share information
Analyze performance
Drive sales