Activate customer-centric marketing Assessment Answers
Activate customer-centric marketing Exam Answers
Explore ways to approach all aspects of your marketing, from audience to creative and more, with a digital-first, customer-first mindset.
Core concepts to get you started
- Become a digital-first brand
- Get started putting customers first
- Identify audiences using customer portraits
Audience intent and signals Optional
- Begin to understand customer intent
- Tap into the right signals
- Find marketing signals
Messages and creative Optional
- Create engaging messages
- Be motivated by stellar branded creative
- Dive into digital-first briefs
1.) What would be the best format and message for a women’s clothing retailer in the “Do” stage?
- Blog post outlining fashion trends
- Newsletter on tips to take care of your new garment
- Search ads with discounts and a site-link extension leading to product
- Skippable pre-roll ad talking about how the clothing is manufactured and designed
2.) Louise, who works for a computer company, sent her loyal customers and brand fans a display ad with this message: “For your first purchase, get a discount” display ad. Why didn’t this work?
- This message would have worked better for the “See” stage.
- This message would have worked better for the “Care” stage.
- This message would have worked better for the “Do” stage.
- This message would have worked better for the “Think” stage.
3.) Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?
- The journey hasn’t changed, customers move through a funnel toward purchase
- Apply the same principles you used to use for print, radio, and tv to search and digital
- The value of blasting a one-sized-fits-all message at scale
- Marketers must understand a customer’s intent
4.) To capture the “Do” stage for a marketing campaign selling men’s razors, you invited users who watched your entire pre-roll ad to sign up for a newsletter on male grooming trends. The results were dismal. Why?
- This was a great idea to reward loyal customers.
- This tactic would have been appropriate for the “Think” stage.
- This tactic didn’t consider personas or opposites attract thinking.
- This would have been better as an awareness campaign.
5.) What is the risk to a brand if it wants to be everything to every possible customer?
- It won’t be able to keep up with the demand.
- It could lose its unique differentiator within the market.
- There is absolutely zero risk. This is what all brands should do.
- It would spend too much money automating its marketing efforts.
6.) You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the “Think” stage of See, Think, Do, Care?
- Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
- Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
- Create a search campaign based around the terms “looking for organic, hypoallergenic perfume”
- Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card
7.) The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched “calories in curry rice”. You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was likely used to target you with this ad?
- People who searched for “where to buy chicken curry”
- All those who searched for a recipe
- An earlier site visit of electronic music schools
- People who were interested in half marathons in the area
8.) Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?
- Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
- Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you
- Say that you see his point and that this is just a way for you to glean more insights; you’ll be prioritizing demographic data only
- Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit
9.) Imagine you created a sponsored post for your target audience. The post linked to a detailed side-by-side comparison of your product suite. You noticed that you received very little traffic. What principle would you need to strengthen?
- All three principles
- Aware of intent
- Digital-first
- Link to brand
10.) What is the main difference between a traditional campaign brief and a digital-first one?
- A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use.
- A digital-first brief highlights all the digital formats and channels available to creatives.
- A digital-first brief values e-commerce and has already shaped the creative teams should use.
- A digital-first brief focuses on the consumer and the desired shift in their behavior, not on media metrics.
11.) You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?
- Just focus on the moments where your customers use smartphones and mobile devices
- Disregard the feedback and trust that your instincts are correct
- Rule out signals such as likes, browse behavior, and reading an article
- Go back and try to re-anticipate all the touch points your customers may have
12.) What would you recommend for a company that wasn’t yet clear who their target is or their unique benefit?
- Try a content analysis
- Do a cost analysis
- Write a positioning statement
- Use a Strengths, Weaknesses, Opportunities, Threats framework
13.) Why is a digital-first brief an important part of the campaign process?
- It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.
- It provides ample detail and prevents contributors from going off message and out of scope.
- It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
- It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.
14.) You’ve been asked to identify micro-moments for a new automotive client. Where do you start?
- Look at your data to get insights on customer behavior
- Avoid location data and information relating to time
- Just focus on the moments involving cash transactions
- Capture each and every moment you can—don’t hold back