Marketing Officer Branding & Digital Marketing Strategies Flashcards

A marketing officer reviews a campaign where social ads generate high traffic but low conversions. The most likely issue is:

Answer: Poor targeting alignment with landing page content

When traffic is high but conversions are low, the disconnect is usually between ad messaging and what users find on the landing page.

Which framework helps marketers map content to each stage of the buyer's journey?

Answer: TOFU-MOFU-BOFU model

TOFU (Top of Funnel), MOFU (Middle), and BOFU (Bottom) align content types to awareness, consideration, and decision stages.

An influencer has 900 followers but an engagement rate of 12%. How is this influencer best classified?

Answer: Nano-influencer

Nano-influencers typically have 1,000–10,000 followers and are known for highly engaged niche audiences.

In brand architecture, a 'house of brands' strategy means:

Answer: Each brand operates independently with its own identity

A house of brands (e.g., P&G) keeps each product brand independent, with the parent company largely invisible to consumers.

Which paid search bidding strategy automatically sets bids to maximize conversions within a set daily budget?

Answer: Maximize conversions

The Maximize Conversions strategy uses machine learning to automatically set bids that get the most conversions within budget.

A brand's Net Promoter Score (NPS) measures:

Answer: Customer likelihood to recommend the brand to others

NPS gauges customer loyalty by asking how likely they are to recommend the brand on a 0–10 scale.

Which digital channel typically delivers the highest ROI for e-commerce brands according to industry benchmarks?

Answer: Email marketing

Email marketing consistently delivers high ROI for e-commerce because it reaches opted-in audiences at low cost.