About the DMAT Assessment

A 2-hour assessment, consisting of 64 multiple choice questions based on expert-developed scenarios. The assessment focuses on 8 core digital marketing proficiencies (as seen below). Within each proficiency, 8 questions are asked from a question bank of over 120 questions created and reviewed by the Global Industry and Academic Council. 

Digital Marketing Categories

The assessment moves through one scenario at a time, with multiple proficiencies being asked in a scenario. This allows the candidate to keep their mindset on one scenario without being confused.

While the test is written to understand and grow the digital marketing skills of candidates, to earn the DMAT certification, a pass mark of 75% is in place.

Digital Marketing Strategy

A digital marketing strategy is a set of planned actions performed online or other digital means to reach specific business goals. It requires thorough and ongoing market research, and the ability to gather, analyse and interpret information about a market, its customers and competitors. This means performing consistent actions at the right time via the most suitable online and other digital channels to increase revenue and improve relationships with specific target audiences.

Outcomes:

  1. Evaluate a digital marketing audit on existing digital presence, competitors, current channels, and campaign performance in order to make strategic marketing decisions.
  2. Evaluate research and analytics data to better understand, segment and develop customer personas based on their digital behaviour.
  3. Analyse elements of an integrated marketing strategy that account for customer interactions across a range of offline and digital marketing channels, including mobile and web experiences.
  4. Define the tactics and components of an effective digital marketing plan, including media planning, segmentation, positioning, data strategies and design or commercial targets
  5. Define the role of each marketing channel as it relates to paid, owned and earned media.
  6. Define specific and measurable digital marketing goals that align with the business’ objectives, including its mission, vision, values, digital maturity, and existing marketing KPIs.
  7. Select relevant metrics to measure the success of your strategy and iterate your goals based on data insights gathered throughout the campaign across channels.

Digital Analytics

Digital marketing analytics refers to the measurement, analysis and reporting of marketing data collected through digital channels to maximise marketing performance and return on investment. This is done by utilising metrics, predictive modelling, and machine learning to reveal insights and improve marketing performance.

Outcomes:

  1. Define specific and measurable analytics goals and KPIs that align with business objectives.
  2. Explain the objectives of various digital analytics tools available for tracking user behaviour and actions taken by users, including tracking codes and campaign and conversion tags. 
  3. Analyse the results of various pricing and promotion strategies and sales forecasts in order to increase return on investment (ROI) and return on ad spend (ROAS) and to highlight opportunities for new initiatives and promotions.
  4. Define the components of a dashboard needed to measure, analyse and report on business performance across owned, earned and paid media.
  5. Interpret analytics report data to derive insights, validate performance and make recommendations for optimisation across goals, KPIs, events, personas, attribution models, content and channels.
  6. Evaluate behavioural and test data from a wide range of techniques, including A/B split tests, surveys, interviews and opinion polls in order to make strategic marketing decisions.
  7. Identify the benefits of social listening tools for tracking relevant conversations in social media.

CRM & Marketing Automation

Marketing automation is the process of utilising technology to streamline marketing efforts and make them more effective. It uses automation platforms to manage every aspect of every campaign from the same place, including but not limited to email and social media marketing, mobile messaging, and managing ads. Automation is utilised in conjunction with Customer Relationship Management (CRM) tools to effectively manage the customer experience.

Outcomes:

  1. Demonstrate effective decision-making regarding various marketing models and customer behaviour in order to determine customers’ preferred messaging, channels and personas.
  2. Identify key interaction points between customers and the business to optimise and automate. 
  3. Highlight the importance of developing a marketing automation strategy that meets the brand and sales’ teams key metrics and objectives and which optimises the customer experience.
  4. Identify relevant CRM tools to analyse insights derived from marketing data in order to surface, nurture and convert leads from automated campaigns.
  5. Identify the key components required to plan, coordinate and manage marketing campaigns using automation software and tools.
  6. Explain the relevant ways of ensuring customer data is stored securely.
  7. Explain the difference between first, second and third-party data and the impact on data privacy.

Search Engine Optimisation (SEO)

Process of using frontend and backend website development best practices to adhere to search engine standards and increase the quality and quantity of website traffic from organic search. The goal of SEO is to maximize organic website traffic, enhance user experience, and increase user engagement.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • how to plan, research and implement an effective keyword strategy across text and other content
  • the fundamentals of Search Engine Optimisation
  • how search engines function and deliver results
  • how to effectively communicate with experts to align SEO with business objectives

Digital Advertising

Digital advertising is defined as a paid and disruptive form of marketing communication where businesses leverage internet technologies to deliver targeted communication to customers. The three broad types of digital advertising are search, display or social ads.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • the importance of digital advertising within a business context
  • how to effectively utilize digital advertising as a part of a complete paid, earned, and owned marketing strategy
  • How to both create, and place, effective digital media ads across a number of platforms
  • how to  measure the effectiveness of digital advertising campaigns

Digital Content Marketing

Digital content marketing refers to a strategic marketing approach focused on creating, distributing and analysing valuable, relevant, and consistent digital content to attract and retain a clearly defined audience.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • the role of digital content marketing within the overall marketing plan 
  • the steps involved in developing an effective content marketing strategy
  • the value of digital content marketing and how to maximize content marketing channels through different tools and methods
  • how to ensure results are achieved from appropriate content marketing efforts

Digital Copywriting

Digital copywriting is the process of writing digital content, ad copy, social media posts, and other marketing materials for online audiences.

Assessment outcomes (what a 100% score means):

The candidate has the knowledge of

  • the different types of web copy that are available,
  • the principles of utilising this copy for the targeted web audience, and best practices for successful online copy
  • knowledge of writing for search engine optimisation (SEO) allows them to ensure that content receives maximum reach

Social Media Marketing

Social media marketing is the use of social media platforms to connect with audiences to build a brand, increase sales, drive website traffic and build customer relationships. This involves publishing quality content, listening to and engaging followers, and analyzing results.

Assessment outcomes (what a 100% score means):

The candidate knows how to: 

  • use social media advertising as part of a complete paid, earned and owned marketing strategy.
  • effectively communicate with audiences on social media to create user engagement

Website Development, UX & UI

Web development is the building, creating and maintenance of a Website. User experience guides a human-centric overall experience for a person using a product such as a website or a computer application, especially in terms of how easy or pleasing it is to use. User interface encompasses all elements of a website or a mobile application that enables users to interact with the system.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • how to guide development and design best practices of websites
  • the principles to design for persuasion
  • how to assess the quality and effectiveness of web development and design implemented by teams, suppliers or agencies
  • how the web development process works from design to launch

E-commerce

Ecommerce is the practice of using promotional tactics to drive traffic to an online store, converting that traffic into paying customers, and retaining those customers post-purchase.

Assessment outcomes (what a 100% score means):

The candidate understands:

  •  the various types of E-commerce, how they work on specific channels such as mobile and social, and 
  • the various considerations when setting up an E-commerce site
  • how E-commerce works across multiple channels and 
  • how to initiate marketing changes specific to different E-commerce sites

Mobile Channels and Apps

Mobile channels & apps is any marketing activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including SMS, in-app, augmented reality and location services, to tailor marketing campaigns based on an individual’s location.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • important principles that govern mobile & app specific channels
  • how to identify mobile marketing methods and channels available to marketers, while holding key considerations into creating or evaluating an app