Activate Customer-Centric Assessment - Answers Updated March 2023

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 would have been better as an awareness campaign. This tactic would have been appropriate for the “Think” stage. This tactic didn’t consider personas or opposites attract thinking.

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?

Aware of intent Digital-first All three principles Link to brand

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?

Create a search campaign based around the terms “looking for organic, hypoallergenic perfume” Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies Make a pre-roll, skippable ...

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

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 “Think” stage. This message would have worked better for th...

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 used to target you with this ad?

All those who searched for a recipe People who searched for “where to buy chicken curry” People who were interested in half marathons in the area An earlier site visit of electronic music school

Why is a digital-first brief an important part of the campaign process?

It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages. It gives teams a sense of what the key performance indicators for the project will be and what the key...

What is the main difference between a traditional campaign brief and a digital-first one?

A digital-first brief highlights all the digital formats and channels available to creatives. A digital-first brief summarizes every media metric the campaign should hit, along with tactics to use. A digital-first brief focuses on the consumer and the de...

You’ve been asked to identify micro-moments for a new automotive client. Where do you start?

Avoid location data and information relating to time Look at your data to get insights on customer behavior Capture each and every moment you can. Don’t hold back. Just focus on the moments involving cash transactions

Imagine you were explaining how to stay relevant in the digital ecosystem. What would be the most important point to get across?

The value of blasting a one-sized-fits-all message at scale Apply the same principles you used to use for print, radio, and tv to search and digital The journey hasn’t changed, customers move through a funnel toward purchase Marketers must understand a...

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