Module 2: The customer journey and the marketing funnel

Test your knowledge: How organizations benefit from digital marketing and e-commerce

Practice Assignment

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

  • With a larger focus on driving sales
  • With e-commerce
  • With a larger staffing department
  • With digital marketing

Explanation: Digital marketing enables a company to stand out by leveraging online channels such as social media, search engines, and email to reach a broader audience and create tailored marketing campaigns that differentiate them from competitors.

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

  • interactions
  • sales
  • performance
  • reviews

Explanation: Successful digital marketing manages all customer interactions, including engagement before, during, and after the purchase process, to ensure a consistent and satisfying experience.

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

  • Before and after a purchase
  • Before and during a purchase
  • Before, during, and after a purchase
  • During and after a purchase
  • Explanation: Digital marketing covers the entire customer journey, ensuring companies can attract, engage, and retain customers at all stages of the buying process.

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

  • Popular news sites
  • Target audience
  • Video advertisements
  • Top social media platforms

Explanation: Researching the target audience is essential for understanding their preferences, behaviors, and needs. This helps in crafting relevant marketing strategies and defining measurable goals for success.

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

  • Awareness
  • Employee retention
  • Security
  • Loyalty
  • Trust

Explanation: A well-executed digital marketing strategy builds awareness by making the brand visible to the target audience, develops trust through consistent and credible engagement, and fosters loyalty by providing value that keeps customers coming back.

Test your knowledge: The marketing (and sales) funnel

Practice Assignment

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

  • the touchpoint
  • the retailer’s revenue map
  • the customer pain point
  • the customer journey
  • Explanation: The customer journey refers to the entire process a customer experiences when interacting with a company, from discovering a product to making a purchase.

7. What is a customer journey map?

  • A specific problem customers and potential customers want to solve.
  • A marketing effort that encourages potential customers to make purchases.
  • A record of each customer who abandoned their cart to shop at another brand.
  • A visualization of the touchpoints a typical customer encounters along their purchase journey.

Explanation: A customer journey map is a tool that illustrates the various touchpoints and interactions a customer has with a brand during their buying process.

8. 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.

  • touchpoint
  • purchase journey
  • customer map
  • marketing funnel

Explanation: A marketing funnel visually represents the journey potential customers take, from gaining awareness of a brand to eventually making a purchase and becoming loyal customers.

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

  • Because most customers are familiar with a company’s brand, but only a handful of customers are actually knowledgeable about the products once they reach the bottom.
  • Because a lot of potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.
  • Because all customers intend to continue to be loyal and committed to a specific brand at the top of the funnel, but only a few actually convert to become repeat customers by the time they reach the bottom.
  • Because customers have a lot of pain points that need to be resolved at the beginning of the funnel, but only some problems remain once they reach the bottom of the funnel.

Explanation: The funnel shape reflects how many potential customers are aware of the brand initially (wide at the top), but only a smaller subset proceed through the stages of consideration, conversion, and loyalty (narrow at the bottom).

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

  • Promotion
  • Loyalty
  • Consideration
  • Awareness
  • Conversion

Explanation: The stages of a marketing funnel describe the progression from attracting potential customers (awareness) to nurturing them (consideration), encouraging them to purchase (conversion), and retaining them as repeat customers (loyalty).

Test your knowledge: The marketing funnel

Practice Assignment

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

  • When potential customers use the rewards program your company has to offer them
  • When potential customers become leads
  • When potential customers start exploring your business and finding out what makes you different from the competition
  • When potential customers encounter your brand for the first time
  • Explanation: The awareness stage is the top of the marketing funnel, where potential customers first discover or encounter a business.

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

  • Conducting research
  • Getting a potential customer to remember your company
  • Optimizing website content around specific keywords
  • Forming promotional partnerships with other brands

Explanation: Research helps identify your target audience, their needs, and preferences, ensuring marketing efforts reach the right people.

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

  • Follow customer purchasing patterns
  • Read online reviews and actively browse websites
  • Create ads for websites, social media, email, or video platforms
  • Offer free trials, promotions, or trial memberships

Explanation: Ads are an effective way to reach a broad audience and build awareness across different platforms.

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

  • To grow sales by creating brand awareness and customer loyalty
  • To increase the chances that a potential customer will make a purchase
  • To diversify your brand’s social media presence in order to reach potential customers
  • To improve awareness of a brand and its products or services

Explanation: The consideration stage focuses on nurturing potential customers by providing information to help them evaluate and decide on making a purchase.

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

  • Form promotional partnerships with other brands or influencers
  • Pay to place digital ads in higher traffic sites
  • Improve potential customer rankings in search engine results
  • Offer engaging, useful content like blog posts, newsletters, or webinars

Explanation: Creating educational and useful content helps potential customers learn more about a company’s products and services during the consideration stage.

16. 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.

  • Customer referrals
  • Customer engagement
  • Marketing success
  • Sales
  • Awareness

Explanation: A strong top-of-funnel strategy improves awareness (more people know about the brand) and boosts engagement (customers interact with the business).

Test your knowledge: Drive sales and build brand loyalty

Practice Assignment

17. What is the goal of the conversion stage?

  • To improve the quality and value of the product
  • To nurture relationships with customers on an ongoing basis
  • To balance customer acquisition with retention
  • To turn potential customers into buyers

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

  • Send an email about the rewards program
  • Ensure a smooth checkout process
  • Provide accurate product descriptions
  • a clear returns policy

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

  • Provide a great experience during and after a purchase
  • Use social media engagement to nurture relationships
  • Market product-focused ads
  • Offer a rewards program

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

  • Cost per conversion
  • Product ad frequency
  • Time to conversion
  • Average order size

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

  • It helps them to assess and refine strategies to keep customers.
  • It indicates how many ads to show potential customers.
  • It reveals where they can manage customer relationships more effectively.
  • It allows them to save money.

Module 2 challenge

Graded Quiz

22. 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?

  • By increasing sales for the bakery
  • By expanding the marketing budget for the bakery
  • By helping the bakery reach potential customers
  • By intercepting spam to the bakery’s email inbox

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

  • customer confidence in a competitor’s products 
  • more sales among one-time customers
  • sales of a brand’s worst-performing products
  • customer trust in a company’s brand

24. 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?

  • The company’s sales goals
  • The brand’s marketing awareness
  • The customer journey
  • The company’s philosophy

Explanation: The second approach focuses on understanding and addressing customer needs and goals, which is central to the concept of the customer journey.

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

  • A guide to average customer spending habits
  • A customer journey map
  • A record of customer internet searches
  • A plan of customer benefits

26. What is a marketing funnel?

  • An advertising strategy aimed at narrowing people’s experience with the company’s product
  • A reverse examination of people who leave the brand after a poor experience in their customer journey
  • A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
  • A visual representation of the process through which people go from first learning about a brand to becoming loyal customers

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

  • A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
  • A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey.
  • A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
  • A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.

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

  • conversion
  • consideration
  • awareness
  • loyalty

29. 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.

  • outline
  • communicate
  • measure
  • highlight

Explanation: Measuring outcomes allows companies to evaluate and refine their strategies to improve effectiveness at each stage.

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

  • A smooth checkout process
  • Rewards programs
  • Follow-up emails
  • A clear returns policy
  • Product-focused ads

Explanation: These tactics help remove barriers to purchase and reinforce the decision to buy, driving conversions.

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

  • Because this metric allows companies to boost sales and save money
  • Because it provides valuable insights into how customers interact with a company’s brand
  • Because it raises customer awareness and attracts new customers
  • Because this measurement reveals the level of engagement customers have with a company’s rewards program

Explanation: Measuring conversion helps businesses understand customer behavior, optimize marketing efforts, and improve the conversion process.

32. Why does digital marketing focus on reaching potential customers? Select two answers.

  • Because it enables better sales forecasts
  • Because it helps increase the frequency of positive reviews
  • Because it lets target audiences know that a company exists
  • Because it helps set a company apart from its competitors

Explanation: Digital marketing’s goal is to enhance visibility and differentiation in competitive markets while making customers aware of the company’s existence.

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

  • It enables you to create a print ad campaign.
  • It enables you to create a quick sales plan.
  • It enables you to offer a first-time customer discount.
  • It enables you to create tailored content for social media and set meaningful goals.

34. Successful businesses help customers achieve their goals instead of focusing on sales.

What does this approach focus on?

  • The company’s sales goals
  • The customer journey
  • The company’s philosophy
  • The brand’s marketing awareness

35. What is the marketing funnel also known as?

  • Sales funnel or conversion cylinder
  • Sales tube
  • Sales funnel or conversion funnel
  • Marketing tube

36. The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?

  • A customer journey map is valid for one year and a marketing funnel is valid for two years.
  • A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
  • A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
  • A marketing funnel focuses on sales and the customer journey map builds relationships with customers.

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

  • Awareness
  • Customer conversion
  • Brand loyalty
  • Customer engagement

28. 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?

  • The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
  • The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
  • The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
  • The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

39. 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.

  • awareness
  • conversion
  • consideration
  • loyalty

40. What do loyalty metrics, such as the number of orders per customer, allow businesses to do?

  • Determine strategies to keep customers, boost sales, and save money
  • Send coupons for purchased items
  • Target friends and family 
  • Get referrals from customers and increase prices

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

  • That the audience hasn’t bought anything yet
  • That it’s the cheapest option and why the customer should buy it
  • That its competitor is a better option
  • That it exists, how it can help, and what makes it different from the competition

42. What does a successful digital marketing strategy build?

  • More sales among one-time customers 
  • Trust in a brand 
  • Low-performing products

  • Confidence in a competitor’s products

43. 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?

  • The awareness tactic
  • The company pain points
  • The strategic marketing plan
  • The customer journey

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

  • A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
  • A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom. 
  • A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
  • Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. 

45. When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?

  • Awareness
  • Consideration
  • Communication
  • Conversion

46. What awareness tactic helps businesses reach new customers?

  • Remove negative customer reviews
  • Spend less time on SEO
  • Offer free samples and trial memberships
  • Build promotional partnerships with other brands or influencers

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

  • It determines a company’s overall success.
  • It lowers the cost of a campaign.
  • It speeds up the customer journey.
  • It shows them how effective their ads are. 

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

  • Provide accurate product descriptions
  • Send them coupons for an item they recently purchased
  • Ask for a referral
  • Invite them to join a rewards program

49. 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?

  • Because it raises customer awareness and attracts new customers
  • Because this metric allows companies to boost sales and save money
  • Because it provides valuable insights into how customers interact with a  brand
  • Because this measurement reveals the level of engagement customers have with a company’s rewards program

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

  • identifying new vendors
  • reaching potential customers
  • increasing stakeholder engagement
  • emailing former employees

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

  • loyalty
  • short-term goals
  • sales targets
  • tailored content

52. Why are customer journey maps important for digital marketers? Select two answers.

  • They help marketers understand how and why customers interact with a business.
  • They help marketers reduce advertising costs.
  • They help marketers create better, more user-friendly experiences.
  • They help marketers drive sales.

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

  • A loyalty funnel
  • A customer journey funnel
  • A marketing funnel
  • A customer experience funnel

54. What are the four stages of a simple marketing funnel?

  • Consideration, conversion, loyalty, satisfaction
  • Awareness, conversion, loyalty, close
  • Loyalty, consideration, awareness, sale
  • Awareness, consideration, conversion, loyalty

55. What tactic can businesses use to increase their awareness and reach potential customers?

  • Improve search engine optimization rankings and results by optimizing website content around specific search terms
  • Showcase positive customer feedback and reviews
  • Offer free samples, tools, or trial memberships that let potential customers test out services before committing
  • Create ads based on products and pages potential customers previously visited

56. 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.

  • Rewards programs
  • Product-focused ads
  • Follow-up emails
  • A clear returns policy
  • A smooth checkout process

57. 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?

  • The strategic marketing plan
  • The company pain points
  • The awareness tactic
  • The customer journey

58. Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.

  • product marketing summary
  • customer impact collage
  • product impact graph
  • customer journey map

Explanation: A customer journey map helps businesses visualize and analyze the touchpoints where customers interact with their brand.

59. 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.

  • conversion
  • awareness
  • consideration
  • communication

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

  • Rewards program usage
  • Email or newsletter signups
  • Return customers
  • The number of sales

61. What is the goal of the conversion stage?

  • To make customers aware of the brand
  • To turn potential customers into buyers
  • To get a positive review
  • To get customers to sign up for an email

62. 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?

  • Losing conversions count against the company, resulting in loss of trust among potential customers.
  • Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
  • Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
  • Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed  online.

63. Consider the following scenario about digital marketing:

A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don't attract new customers.

How can digital marketing help the pet store succeed?

  • By reaching potential customers and engaging with them effectively
  • By increasing the budget
  • By creating content aimed at other pet stores
  • By creating email templates and sending them internally

64. A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?

  • Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
  • Because once the journey creates customer trust in the brand, it can never be lost
  • Because the journey can be marketed and sold to increase company revenue
  • Because understanding and improving the journey can transform a potential customer into a loyal customer

65. What is a customer journey map?

  • A visualization of a typical  business’s yearly marketing budget 
  • A visualization of a typical customer’s touch points along their purchase journey
  • The process of posting customer reviews and online ads
  • The process a business follows to get new customers

66. A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer.

What should they create?

  • A marketing funnel 
  • A slideshow
  • Touchpoints presentation
  • A customer journey map

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

  • Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
  • Digital marketers will need to grow their department if all three measurements are positive.
  • Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.
  • The measurements from these three data points will determine a company’s overall success.

68. Why should marketers measure cart abandonment?

  • Losing conversions count against the company, resulting in loss of trust among potential customers.
  • Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
  • Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
  • Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

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

  • Conversion
  • Consideration
  • Loyalty
  • Awareness

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

  • It reaches potential customers before, during, and after a purchase.
  • It increases stakeholder engagement before, during, and after a purchase.
  • It identifies new vendors before, during, and after a purchase.
  • It emails former employees before, during, and after a purchase.

71. How can a digital marketing strategy build customer trust and loyalty in a brand?

  • It uses social media outlets to market discounts before customers make a purchase
  • It asks customers to complete surveys during their shopping experience
  • It offers customers free promotions and membership trials after each purchase
  • It provides value through digital channels before, during, and after a purchase

72. Why would a business create multiple customer journey maps?

  • To show the patterns and behaviors of different types of customers
  • To change the route each customer will take
  • They wouldn’t create multiple maps
  • To send it to customers

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

  • Loyalty 
  • Conversion
  • Satisfaction
  • Awareness
  • Consideration

Explanation: These stages represent the key steps customers go through in a basic marketing funnel, from learning about the brand to becoming loyal customers.

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

  • multiple channels
  • three channels 
  • fast channels
  • social media 

75. Why is it important to measure outcomes at each stage of the marketing funnel?

  • It shows you which customers will spend more money.
  • It helps you find out what you’re doing right and wrong, and where you can improve.
  • It reduces your budget and allows you to spend money on internal needs.
  • It makes your ads more desirable.

76. Fill in the blank: During the _____ stage of the marketing funnel, customers begin to explore your business to find out what makes your business unique. Some potential customers will become leads.

  • awareness
  • loyalty
  • consideration
  • conversion

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

  • By offering customers free promotions and membership trials after each purchase
  • By using social media outlets to market discounts before customers make a purchase
  • By asking customers to complete surveys during their shopping experience
  • By reaching customers through digital channels before, during, and after a purchase

Explanation: Engaging customers throughout the purchase journey fosters trust and builds loyalty by showing a commitment to their needs.

78. 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.

  • A conversion funnel
  • A customer experience funnel
  • A sales funnel
  • A loyalty funnel
  • A marketing funnel

Explanation: These terms are often used interchangeably to describe the steps that guide potential customers from awareness to loyalty.

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

  • Offering free samples, tools, or trial memberships that let potential customers test out a company’s services before committing
  • Marketing advertisements based on products and pages potential customers visited
  • Showcasing positive customer feedback and reviews
  • Improving a company’s rankings in search engine results by optimizing website content around specific search terms

Explanation: SEO is a key awareness tactic that ensures the brand is discoverable when potential customers search for related terms online.

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