Main components of a customer persona

COURSE 2: ATTRACT AND ENGAGE CUSTOMERS WITH DIGITAL MARKETING QUIZ ANSWERS

Week 1: Introduction to Attract and Engage Customers with Digital Marketing

Google Digital Marketing & E-commerce Professional Certificate

Coursera Answers Study Guide

Introduction to Attract and Engage Customers with Digital Marketing INTRODUCTION

Introduction to Attract and Engage Customers with Digital Marketing is a course offered by Coursera as part of the Google Digital Marketing & E-commerce Professional Certificate. This course provides an overview of the marketing funnel and its four stages: awareness, consideration, conversion, and loyalty. By understanding these stages, marketers can develop effective strategies that attract potential customers to their product or service and turn them into paying customers who will come back again.

The Introduction to Attract and Engage Customers with Digital Marketing course covers the importance of customer personas in driving successful digital marketing campaigns. Customer personas help marketers identify their target consumers’ goals, pain points, preferences for online platforms, and other factors so that they can create messaging that resonates with different audiences.

Learning Objectives

  • Identify customer personas and build your target audience.
  • Describe the marketing funnel’s purpose and benefits.
  • Learn strategies to build brand awareness among potential customers.
  • Detail how to build interest and have potential customers consider your business.
  • Understand how to increase your conversion rate.
  • Apply strategies to build brand loyalty in paying customers.

TEST YOUR KNOWLEDGE: CREATE CUSTOMER PERSONAS FOR YOUR TARGET AUDIENCE

1. What are the main components of a customer persona? Select all that apply.

  • The personal characteristics the persona represents (Correct)
  • The barriers that keep the persona from achieving their goals (Correct)
  • The entire set of demographic data for the persona
  • The goals the persona wants to achieve (Correct)

Correct: In addition to the goal the persona wants to achieve, you should also include the demographics of who the persona represents, and the barriers keeping them from achieving their goals.

2. Why would you create customer personas? Select all that apply.

  • To better understand the customer’s perspective (Correct)
  • To develop the budget
  • To make it easier to create customized content (Correct)
  • To create effective ad targeting (Correct)

Correct: Effective ad targeting helps you get your ads displayed to potential customers. Customer personas help you identify ad targeting options, such as interests, topics, and locations. Personas also help you better understand the customer’s perspective and make it easier to create customized content.

3. What are ways to collect customer data? Select all that apply.

  • Assume based on prior experiences
  • Analyze web data (Correct)
  • Review previous customer data (Correct)
  • Conduct customer interviews (Correct)

Correct: Customer interviews ask customers directly, often in-person, about their experience with a product or service. Other ways to collect customer data include reviewing previous customer data and analyzing web data.

4. Fill in the blank: _____ are information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location.

  • Demographics (Correct)
  • Barriers
  • Quotes
  • Goals

Correct: Demographics are often incorporated into customer personas. There are many ways to collect demographic data including interviews, web data, and existing customer data.

5. Which of the following are some steps to take when creating a google ad? select all that apply.

  • Choose the campaign type (Correct)
  • Schedule an appointment with a Google representative
  • Choose a bidding strategy (Correct)
  • Set a budget (Correct)

Correct!

TEST YOUR KNOWLEDGE: AWARENESS AND CONSIDERATION STAGES OF THE MARKETING FUNNEL

1. What best describes the awareness stage of the marketing funnel?

  • When a potential customer talks to their friends about the product or service after making a purchase
  • When a potential customer first learns of a product or service (Correct)
  • When the marketer builds interest about the product or service
  • When the marketer makes it easier for the customer to make a purchase

Correct: In the awareness stage, the potential customer does not know about the product or service. The marketer uses strategies and tactics to get the potential customer aware of the brand and to make a positive first impression.

2. Which of the following are strategies and tactics to increase awareness among potential customers? Select all that apply.

  • Remarketing ads
  • Display advertising (Correct)
  • Search engine marketing (Correct)
  • Social media advertising (Correct)
  • Email marketing

Correct: While you can use social media advertising throughout the marketing funnel, it’s a strategy that can get the brand in front of potential customers using social media.

3. Which of the following could be a difference between the awareness and consideration marketing funnel stages?

  • The awareness stage strategies need management approval.
  • The consideration stage may be more in-depth and persuasive. (Correct)
  • Awareness stage strategies are easier to do than consideration strategies.
  • Consideration stage strategies cost more than awareness strategies.

Correct: The type of marketing a professional applies may be different for either funnel stage. During the consideration stage, the potential customer already knows about the brand. At this point it is recommended to provide more in-depth information to persuade the potential customer to become a paying customer.

4. Which of the following are strategies and tactics to build consideration among potential customers? Select all that apply.

  • Display testimonials (Correct)
  • Send remarketing ads (Correct)
  • Offer a rewards program
  • Do email marketing (Correct)
  • Increase website speed

Correct: Email marketing is when you send promotional or educational emails to potential customers. Most likely they already know about the brand. Other strategies include displaying testimonials and sending remarketing ads.

TEST YOUR KNOWLEDGE: CONVERSION AND LOYALTY

1. What best describes the conversion stage of the marketing funnel?

  • The process to reduce costs and meet the budget
  • The process to get a potential customer to take a desired action (Correct)
  • The process to make a potential customer first aware of a brand
  • The process to build interest among a potential customer

Correct: A conversion could be any desired action you would like the potential customer to take, such as signing up for a consultation, coming into the store, or making an online purchase.

2. Which of the following are strategies and tactics to increase the conversion rate of potential customers? Select all that apply.

  • Offer a money back guarantee (Correct)
  • Experiment with A/B tests (Correct)
  • Ignore abandoned carts
  • Increase website speed (Correct)

Correct: Conversion percentages increase as the webpage load speed decreases. There are specific strategies to increase website speed, such as reducing image size. Other conversion strategies are to offer a money back guarantee, experiment with A/B testing, and pursue abandoned carts.

3. What best describes the loyalty stage of the marketing funnel?

  • When customers become repeat customers and brand advocates (Correct)
  • When customers first become aware of a brand
  • When customers’ interest initially builds in a brand
  • When customers click on an online ad for a brand

Correct: Ideally, some customers will become voices of the brand. They might speak positively about the product to family and friends or post on social media about their experience.

4. Which of the following are strategies and tactics to increase the loyalty of paying customers? Select all that apply.

  • Offer a rewards program (Correct)
  • Increase site speed
  • Encourage reviews (Correct)
  • Optimize the checkout process
  • Provide freebies (Correct)

Correct: Freebies are ways to remind customers of the brand. Examples of freebies include a sticker, magnet, t-shirt, or something related to the business. Other loyalty strategies are to offer a rewards program and to encourage reviews.

Google Digital Marketing & E-commerce Professional Certificate

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Introduction to Attract and Engage Customers with Digital Marketing Weekly Challenge 1

1. Which component of a customer persona represents what is preventing the customer from achieving their goal?

  • Characteristics
  • Skills
  • Hobbies
  • Barriers (Correct)

2. Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location.

  • Occupations
  • Demographics (Correct)
  • Skills
  • Influences

3. Consider the following customer persona:

Someone that would like to shop at a health-conscious grocery store, but is concerned about having time to cook meals after work.

What component of the customer persona is missing?

  • Who
  • Goal
  • Cost
  • Barrier (Correct)

4. Which of the following statements is true regarding a marketing funnel?

  • The marketing funnel is a framework that may be different depending on the business. (Correct)
  • The marketing funnel considers the seller’s journey.
  • The marketing funnel helps decrease the conversion rate.
  • There is only one type of marketing funnel.

5. Which of the following best describes the consideration stage of the marketing funnel?

  • The process to get a potential customer to take a desired action
  • When customers become repeat customers and brand advocates
  • When a potential customer first becomes aware of the product or service
  • The process to build a potential customer’s interest in your product or service (Correct)

Correct: Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions.

6. Which statements best describe strategies and tactics? Select two.

  • Strategies are actions taken to make the plan happen.
  • Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
  • Strategies support the plan to achieve the marketing goal and tend to be more general ideas. (Correct)
  • Tactics are actions taken to make the plan happen. (Correct)

7. As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?

  • Consideration
  • Conversion
  • Loyalty
  • Awareness (Correct)

8. As a digital marketer, you encourage customers to leave a review and share their experience with the business. This strategy falls under which marketing funnel stage?

  • Consideration
  • Awareness
  • Loyalty (Correct)
  • Conversion

Correct: Correct

9. As a digital marketer, you update the product page checkout button color after a successful A/B test. This strategy falls under which marketing funnel stage?

  • Conversion (Correct)
  • Consideration
  • Awareness
  • Loyalty

10. As a digital marketer, you remarket ads to potential customers who recently visited the company website. This strategy falls under which marketing funnel stage?

  • Awareness
  • Conversion
  • Consideration (Correct)
  • Loyalty

Correct: Correct

11. Which component of a customer persona includes characteristics and demographics?

  • Barriers
  • Goals
  • Who (Correct)
  • Skills

Correct: Correct

12. Which of the following is true regarding customer personas? Select all that apply.

  • You keep them readily available to reference when working on marketing materials. (Correct)
  • You typically only complete one persona per business.
  • They are also called the buyer persona or marketing persona. (Correct)
  • They generally do not require customer research.

13. Consider the following customer persona:

A 38-year-old woman who exercises regularly and would like to shop at a health-conscious grocery store.

What component of the customer persona is missing?

  • Who
  • Goal
  • Barrier (Correct)
  • Cost

14. Which of the following are benefits of the marketing funnel? Select all that apply.

  • It considers the buyer’s journey. (Correct)
  • It may increase the conversion rate. (Correct)
  • It considers the seller’s journey.
  • It optimizes the company’s marketing strategy. (Correct)

Correct: Correct
Correct: Correct
Correct:Correct

15. As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?

  • Loyalty (Correct)
  • Consideration
  • Conversion
  • Awareness

16. As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage?

  • Loyalty
  • Awareness
  • Consideration
  • Conversion (Correct)

Correct: Correct

17. As a digital marketer, you create an automated email sequence educating potential customers about your products. The email sequence will go out to people who sign up through the website. This strategy falls under which marketing funnel stage?

  • Awareness
  • Loyalty
  • Consideration (Correct)
  • Conversion

Correct: Correct

18. Which component of a customer persona represents what the customer wants to achieve?

  • Barriers
  • Skills
  • Characteristics
  • Goals (CORRECT)

Correct: Correct

19. Fill in the blank: _ are information specific to the customer such as age, gender identity, family size, occupation, and location.

  • Occupations
  • Skills
  • Influences
  • Demographics (CORRECT)

Correct: Correct

20. Which of the following best describes the conversion stage of the marketing funnel?

  • When customers become repeat customers and brand advocates
  • The process to build a potential customer’s interest in your product or service
  • The process to get a potential customer to take a desired action (CORRECT)
  • When a potential customer first becomes aware of the product or service

Correct: Correct

21. Fill in the blank: Strategies support the plan to achieve the marketing goal and tend to be general ideas. _ are actions taken to make the plan happen.

  • Methods
  • Tactics (CORRECT)
  • Schemes
  • Techniques

Correct: Correct

22. As a digital marketer, you place ads on social media platforms to reach potential customers who are not familiar with your brand. This strategy falls under which marketing funnel stage?

  • Conversion
  • Consideration
  • Awareness (CORRECT)
  • Loyalty

Correct: Correct

23. As a digital marketer, you implement a rewards program to incentivize customers to become repeat customers. This strategy falls under which marketing funnel stage?

  • Loyalty (CORRECT)
  • Awareness
  • Conversion
  • Consideration

Correct: Correct

24. As a digital marketer, you work on elements of the product page and checkout process that speed up the pages’ load time. This strategy falls under which marketing funnel stage?

  • Loyalty
  • Conversion (CORRECT)
  • Awareness
  • Consideration

Correct: Correct

25. As a digital marketer, you promote recent customer testimonials on social media, the company website, and email list. You use the testimonials to build interest in potential customers. This strategy falls under which marketing funnel stage?

  • Consideration (CORRECT)
  • Awareness
  • Conversion
  • Loyalty

Correct: Correct

26. Which of the following is true regarding customer personas? Select all that apply.

  • They generally do not require customer research.
  • You typically only complete one persona per business.
  • They are also called the buyer persona or marketing persona. (CORRECT)
  • You keep them readily available to reference when working on marketing materials. (CORRECT)

Correct: Correct

Correct: Correct

27. Which of the following best describes the loyalty stage of the marketing funnel?

  • The process to build a potential customer’s interest in your product or service
  • The process to get a potential customer to take a desired action
  • When customers become repeat customers and brand advocates (CORRECT)
  • When a potential customer first becomes aware of the product or service

Correct: Correct

28. Which statements best describe strategies and tactics? Select two.

  • Tactics support the plan to achieve the marketing goal and tend to be more general ideas.
  • Strategies are actions taken to make the plan happen.
  • Strategies support the plan to achieve the marketing goal and tend to be more general ideas. (CORRECT)
  • Tactics are actions taken to make the plan happen. (CORRECT)

Correct: Correct

Correct: Correct

29. Consider the following customer persona:

A 38-year-old woman who exercises regularly and is concerned that she does not have enough time to cook meals after work.
What component of the customer persona is missing?

  • Goal (CORRECT)
  • Barrier
  • Who
  • Cost

Correct: Correct

30. Which strategies can collect research for customer personas? Select all that apply.

  • Record previous personal experiences
  • Analyze web data (CORRECT)
  • Send out surveys (CORRECT)
  • Conduct customer interviews (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

31. Fill in the blank: _ support the plan to achieve the marketing goal and tend to be general ideas. Tactics are actions taken to make the plan happen.

  • Strategies (CORRECT)
  • Techniques
  • Methods
  • Schemes

Correct: Correct

32. As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage?

  • Consideration
  • Loyalty (CORRECT)
  • Awareness
  • Conversion

Correct: Correct

33. What is the correct order of the marketing funnel?

  • Consideration, awareness, conversion, loyalty
  • Awareness, consideration, loyalty, conversion
  • Consideration, conversion, loyalty, awareness
  • Awareness, consideration, conversion, loyalty (CORRECT)

Correct: Correct

34. As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage?

  • Conversion
  • Awareness (CORRECT)
  • Loyalty
  • Consideration

Correct: Correct

35. As a digital marketer, you focus on search engine optimization and creating content to reach potential customers not familiar with your brand. This strategy falls under which marketing funnel stage?

  • Conversion
  • Consideration
  • Awareness (CORRECT)
  • Loyalty

Correct: Correct

Introduction to Attract and Engage Customers with Digital Marketing conclusion

You’ve now completed the first part of the course on marketing funnels. In this section, you learned about the different stages of a marketing funnel and how to develop strategies to move customers through each stage, from awareness to conversion. You also learned about customer personas and how they can help you understand your target consumers’ goals, pain points, and preferred online platforms.

In the next section of the course, you’ll dive deeper into developing effective content for each marketing funnel stage. Join us on Coursera to continue learning about how to use marketing funnels effectively!