CertificationAnswers

 

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 customer’s intent

 

 

 

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

 

• 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

 

• Disregard the feedback and trust that your instincts are correct

 

 

 

What would you recommend for a company that wasn’t yet clear who their target is or their unique benefit?

 

• Use a Strengths, Weaknesses, Opportunities, Threats framework

 

• Try a content analysis

 

• Do a cost analysis

 

• Write a positioning statement

 

 

 

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.

 

• It would spend too much money automating its marketing efforts.

 

• There is absolutely zero risk. This is what all brands should do.

 

 

 

Your manager thinks the detail you’ve used in your customer portraits isn’t necessary. What should you do next?

 

• Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you.

 

• Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey.

 

• Agree with your manager and redo all the portraits according to his vision. Implement a best practice to follow suit.

 

• 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.