About the DMAT Assessment

A fully-online 2-hour multiple choice assessment on 12 cores digital marketing competencies. Within each category, 16-17 questions are pulled from a question bank of over 400 questions reviewed by the Global Academic Council. Each question has five potential answers with only one correct answer. 

Candidates start with the first category and answer all 16-17 questions before moving on. This allows the candidate to keep their mindset on one category at a time.

There is time pressure during the assessment to ensure there is no time to search the internet or use offline resources. On average the required answer speed is 36 seconds per question. Test takers must note that this is the average time per question, as some will take longer, while others require a shorter time to answer.

While the test is written to understand and grow the digital marketing skills of candidates, to earn the certification, a pass mark of 60% is in place.

This pass mark is selected to account for any guessing that could take place. 

Market Research

Market Research is the process of gathering, analyzing and interpreting information about a market, about a product or service to be offered for sale in that market, and about the past, present and potential customers for the product or service.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • key concepts when conducting market research
  • methods of conducting research in an online environment 
  • potential problems and pitfalls that may arise when researching online
  • how to refine market research in a changing digital environment

Digital Marketing Strategy

A digital marketing strategy is a set of planned actions performed online or other digital means to reach specific business goals. 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.

Assessment outcomes (what a 100% score means):

The candidate understands:

  • how to define and distinguish between business and marketing strategies
  • how to think about digital audiences and know what questions to ask when assembling their digital marketing strategy
  • tactical building blocks of digital marketing strategy and how to align with business objectives and goals

Data Analytics & Performance Marketing

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

Assessment outcomes (what a 100% score means):

The candidate understands: 

  • the importance of analytics within digital marketing
  • the best metrics for effective tracking, and guidelines for analysing and storing data
  • how to use data visualisation to help the business understand the data, and utilize it for successful marketing tactics

 

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.

Assessment outcomes (what a 100% score means):

The candidate is able to: 

  • define CRM and Marketing Automations 
  • explain the benefits of CRM and Marketing Automation within a business.
  • understand the components of an online marketing funnel and how to integrate them into the best CRM and Marketing Automations practises
  • use effective metrics to track and optimise email marketing campaigns

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