Digital Marketing Core Skills Quiz

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Q1. Titanium Holdings, a B2B manufacturing company in Singapore, is on a tight budget and looking to prioritise increasing organic search rankings on Google to drive MQLs and SQLs (lead generation) through the conversion path. Which digital marketing strategies should the company implement?
Question 1(Required)
- A. Social Media Marketing (Facebook, LinkedIn, TikTok), Digital PR, and Influencer Marketing
- B. Google Search Engine Marketing, PPC lead generation, and Email Marketing
- C. SEO, Content Marketing, and Email Marketing Automation
- D. Organic lead generation, SEO, and conversion optimisation
- E. B and D

Q2. QET Consulting, a digital consultancy firm is planning to build a content hub from scratch and implement content marketing to drive more business leads and brand awareness. What should their content marketing process ideally look like?
Question 2(Required)
- A. Audience research and content ideation > develop content calendar > content production and content validation > content repurposing and publishing > content promotion and distribution > content measurement and content audit
- B. Conduct content audit > brainstorm content topics > create topic pillars and sub pillars > develop content calendar > create content > share content > content performance measurement > content governance
- C. Research content hub audience > develop content hub and spokes > apply hero hub hygiene model > brainstorm content topics > build content hub > content lifecycle marketing > content promotion > public relations > content marketing analytics > content audit
- D. Persona research > brainstorm content topics > create content hub > market content hub > analyse content hub performance

Q3. Swimskool Pte Ltd is currently ranking on page 2 of Google for the keyword phrase “how to swim”. What steps should the marketing team take to bump up their website to page 1 on the top 3 spots of Google’s organic search results for this keyword phrase?
Question 3(Required)
- A. Apply a 3-step SEO process: Keyword Research > On-Page SEO > Off-Page SEO
- B. Pay Google to rank #1 of the search engine results pages through advanced bidding and ad optimisation via the Google Ads platform
- C. Conduct keyword research to determine if the keyword is worth the effort to rank in the first place. If it is, include the keywords in the SEO title tag of the page and build backlinks to the page. If all else fails, engage an SEO agency to take over the campaign
- D. Understand search intent of the keyword phrase > Analyse competitor pages on the top search results > Audit on-page and off-page factors > Develop and implement on-page and off-page SEO ranking action plan > Monitor keyword rankings and repeat previous steps

Q4. Your Head of Sales has noticed some competitors bidding on your brand keywords on Google. Should you also bid on your own brand keywords? Select one or more of the following answers that makes the most business sense.
Question 4(Required)
- A. Yes, you should always try to bid on your own brand keywords as long as you have sufficient advertising budget to boost brand awareness
- B. Yes, if the CPC is relatively low and your organic brand search queries click through rates are not at 100%
- C. No, if the cost per click of your brand keywords have exceeded your target CPA
- D. No, if you are already ranking number one for your brand search term on Google and people will scroll past the competitor paid search results to go to your brand’s website

Q5. Novasoft Academy wants to track their social media ROI. Which of the following metrics should they focus on measuring? You may select more than one answer.
Question 5(Required)
- A. Likes
- B. Shares
- C. Followers
- D. Online purchases
- E. Free resource downloads
- F. Lifetime value X conversion rate

Q6. Which reports, metrics, and dimensions should be evaluated in Google Analytics based on this business question: “Overall sales leads have been dropping month on month for the past 3 months. What could have caused this drop and which areas can we work on to improve the performance?” You may select more than one answer.
Question 6(Required)
- A. Channels Report. Metrics: users, new users, sessions, goal conversion rate. Dimensions: country, device category, age, gender, language, source/medium
- B. Goal Overview Report. Metrics: goal completions (per goal), goal conversion rate (per goal). Dimensions: goal completion location, source/medium
- C. Realtime Report. Metrics: conversions, conversion rate. Dimensions: source/medium
- D. Exit Pages Report. Metrics: exits, pageviews, exit rate. Dimensions: page, previous page path

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