Digital Marketing Flashcards

A brand notices its email open rates have dropped significantly over three months. Which metric should be analyzed first to diagnose the problem?

Answer: Sender reputation score

Sender reputation directly affects deliverability, so a degraded score means emails land in spam before users even see them.

In programmatic advertising, what does a demand-side platform (DSP) allow marketers to do?

Answer: Buy ad impressions across multiple exchanges in real time

A DSP lets advertisers purchase display impressions via real-time bidding across multiple ad exchanges from a single interface.

Which content marketing KPI best measures whether content is driving bottom-of-funnel conversions?

Answer: Assisted conversions

Assisted conversions show how many sales paths included a content touchpoint, directly linking content to revenue outcomes.

A company wants to retarget users who abandoned their shopping cart. Which audience targeting approach is most appropriate?

Answer: Pixel-based remarketing

Pixel-based remarketing tracks specific on-site behaviors like cart abandonment and serves ads to those exact users across the web.

What is the primary purpose of a UTM parameter in digital marketing?

Answer: Track the source and medium of traffic in analytics

UTM parameters are URL tags that pass campaign source, medium, and name data into analytics platforms for attribution.

Which Google Ads bidding strategy is best suited for a campaign whose primary goal is to maximize website traffic within a fixed daily budget?

Answer: Maximize clicks

Maximize clicks automatically sets bids to get as many clicks as possible within the specified budget.

In social media marketing, what does the term 'dark post' refer to?

Answer: A paid ad that appears in feeds but is not visible on the brand's public profile

Dark posts are unpublished sponsored posts targeted to specific audiences without appearing on the advertiser's timeline.