The Customer Journey and The Marketing Funnel INTRODUCTION

TEST YOUR KNOWLEDGE: WHAT DIGITAL MARKETING AND E-COMMERCE DO FOR ORGANIZATIONS

1. Beyond an online presence, how can a company stand out from its competitors and reach potential customers?

2. Fill in the blank: A successful digital marketing effort guides all of a company’s customer _____?

3. Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process?

4. When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success?

5. Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three.

6. Which is an awareness tactic to reach potential customers?

TEST YOUR KNOWLEDGE: THE MARKETING (AND SALES) FUNNEL

1. Fill in the blank: The path a customer takes from learning about a product to getting their questions answered to making a purchase, is _____.

2. What is a customer journey map?

3. Fill in the blank: A _____ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

4. Why is a marketing funnel wide at the top and narrow toward the bottom?

5. What are the stages of a marketing funnel? Select four.

TEST YOUR KNOWLEDGE: THE MARKETING FUNNEL

1. What is the awareness stage of the marketing funnel?

2. What is the first step in making sure that your brand reaches the right audience?

3. Which is an awareness tactic that businesses can use to reach customers?

4. What is the goal of the consideration stage of the marketing funnel?

5. Which is a consideration tactic aimed to educate potential customers about a company’s offerings?

6. Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.

7. A digital marketer can measure the awareness of their ads by tracking what information? Select all that apply.

TEST YOUR KNOWLEDGE: DRIVE SALES AND BUILD BRAND LOYALTY

1. What is the goal of the conversion stage?

2. What tactics should a company use to set themselves apart at the conversion stage? Select all that apply.

3. How can a company build customer loyalty? Select all that apply.

4. What information should a digital marketer track in order to measure conversion? Select all that apply.

5. Why should a company measure loyalty? Select all that apply.

6. What information should a digital marketer track in order to measure conversion? Select all that apply.

7. Why does digital marketing first focus on reaching potential customers?

Google Digital Marketing & E-commerce Professional Certificate

Weekly Breakdown | Google Study Guides | Back to Top

FOUNDATION OF DIGITAL MARKETING & E-COMMERCE WEEKLY CHALLENGE 2

1. Why does digital marketing focus on reaching potential customers? (Select two)

2. How can a digital marketing strategy get customers to come back for an additional purchase?

3. Why is the customer journey important for digital marketing?

4. Fill in the blank: Digital marketers use each interaction a customer has had with their brand along their purchase experience to create a _____, which helps companies understand how and why customers are interacting with their business.

5. What is a marketing funnel?

6. How does a marketing funnel differ from a customer journey map?

7. Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.

8. Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.

9. Which are conversion tactics? Select all that apply.

10. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?

11. How can a digital marketing strategy build customer trust and loyalty in a company’s brand?

12.  Consider the following scenario: 

A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.

What is the path called that the customer takes from finding the product to recommending it?

13. Why is a marketing funnel wide at the top and narrow at the bottom?

14. Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.

15. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.

16.  Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.

17.  A visual representation of the process through which people go from first learning about a brand to becoming loyal customers is called what? Select all that apply.

18.  In the awareness stage, why is it important to measure impressions, reach, and frequency?

19. Consider the following scenario: 

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?

20. Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

21.  Consider the following scenario: 

There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second approach about?

22. Why is it important to measure conversion in the marketing funnel?

23. Fill in the blank: A successful digital marketing strategy helps to build _.

24. What tool helps digital marketers better understand how customers find a company and learn about a company?

25.  Consider the following scenario: 

Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?

26.  Consider the following scenario: 

Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page? 

27. Successful businesses help customers achieve their goals instead of focusing on sales. What does this approach focus on?

28. What does a customer journey map help marketers do?

29. What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?

30. Which outcomes take place at the top of the marketing funnel? Select two answers.

31. Why should marketers measure cart abandonment?

32. Why is it important to learn about your audience?

33. What is the marketing funnel also known as?

34. Which two stages are at the top of the marketing funnel? Select all that apply.

35. Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?

36. Which of these are conversion tactics? Select all that apply.

37. Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?

38. What crucial information does digital marketing help a business communicate?

39. Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.

40. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.

What is this process called?

41. One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?

42. To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.

43. How does digital marketing help companies stand out from the competition?

44. What does a successful digital marketing strategy build?

45. A marketing funnel is wide at the top and narrow at the bottom. What does this show?

46. What are the stages of a simple marketing funnel? Select four answers.

47. What awareness tactic helps businesses reach new customers?

48. How can digital marketers create a positive post-purchase experience and encourage customer loyalty?

49. What funnel measurement helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?

50. When potential customers first learn about a brand, they enter the top of the marketing funnel.

What is this stage called?

51. Fill in the blank: An effective top funnel marketing strategy uses _____ and creates a consistent experience across all of them.

52. Consider the following scenario:

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.

Why is it important for online companies to measure these instances of cart abandonment?

The Customer Journey and The Marketing Funnel INTRODUCTION CONCLUSION