Digital Marketing Fundamentals Quiz #
Test core concepts before moving to channel-specific practice. Choose one answer for each question, then check the answer key.
Questions #
- What is the primary purpose of a digital marketing strategy?
A. Publish on every platform daily
B. Connect business objectives with audience needs, channels and measurable actions
C. Maximise website traffic regardless of quality
D. Replace all offline activity - Which statement best describes a target audience?
A. Everyone who uses the internet
B. Only existing customers
C. A defined group most relevant to an offer or message
D. A list of competitors - What does a conversion represent?
A. Any page view
B. A desired action defined for a campaign, such as a purchase or qualified enquiry
C. Every social impression
D. A website update - Which is an example of an owned digital channel?
A. A company website
B. A competitor’s website
C. An independent news story
D. A customer’s private account - Why map the customer journey?
A. To remove all customer choices
B. To use one message for every stage
C. To understand stages, needs and touchpoints before and after conversion
D. To avoid measuring outcomes - Which metric best evaluates lead quality?
A. Raw impressions alone
B. Number of website colours
C. Total followers alone
D. Proportion of leads that meet agreed qualification criteria - What is segmentation?
A. Dividing an audience into meaningful groups based on relevant characteristics or behaviour
B. Sending every person the same offer
C. Removing analytics
D. Increasing bids automatically - What should a KPI do?
A. Measure something unrelated to the objective
B. Indicate progress toward a defined objective
C. Replace the marketing plan
D. Guarantee a result
Answer key with explanations #
- B. Strategy aligns objectives, audience, channel choices and measurement.
- C. A target audience is the relevant group for an offer or communication.
- B. A conversion is a predefined valuable action; its definition depends on the goal.
- A. A company controls its website content and experience, making it an owned channel.
- C. Journey mapping connects customer needs and touchpoints across stages.
- D. Qualification criteria reveal whether leads fit the intended customer profile.
- A. Segmentation groups audiences so communication can be more relevant.
- B. A KPI is a measurable indicator linked to an objective.
Revision task #
Choose one business and define one objective, one target segment, one conversion and two KPIs that would show progress.
