Test your basic knowledge |

Digital And Social Media Marketing

Subjects : business-skills, it-skills

Instructions:

Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can study here.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.

This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.

1. Social Media Metrics
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Increase revenue - decrease cost - increase customer satisfaction/loyalty

2. Who is an affiliate?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Customer complaints - social media conversations - product reviews
Target consumers based on proximity
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

3. SO LO MO Marketing
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
1/3
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed

4. Ways to execute online PR
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Online press releases - blogger outreach - article syndication - company blog
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml

5. Why market on Pintrest?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

6. A/B Testing
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Target consumers based on proximity

7. What % of Online Content is Images?
Run a Marketing Campaign & Track the Results
1/3
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Facts and opinions - opinion mining is much more complicated than factual mining

8. Why Should Marketers Care About Social Media?
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers

9. How to augment actionable insights through web analytics?
Based on overall sentiment expressed assumes each opinion focuses on a single object
Facts and opinions - opinion mining is much more complicated than factual mining
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

10. Descriptive Statistics
Quantify activity and trends - ex: how many followers
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

11. F - S - H - O - T
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

12. Sentiment Analyses
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

13. Mobile Ads in Unfamiliar Places
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Awareness/Engagement - which may lead to sales

14. Disadvantages of Multivariate Testing
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

15. How are mobile marketers spending their money?
Awareness/Engagement - which may lead to sales
Allocating biggest component to search ads (50%)
Target consumers based on proximity
Online press releases - blogger outreach - article syndication - company blog

16. Business Outcomes
1/3
Facts and opinions - opinion mining is much more complicated than factual mining
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

17. Advantages of A/B Testing

18. Buzz
Facts and opinions - opinion mining is much more complicated than factual mining
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Awareness/Engagement - which may lead to sales
Customer complaints - social media conversations - product reviews

19. Sentiment Classification - Aggregate Level
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Based on overall sentiment expressed assumes each opinion focuses on a single object

20. Why market on Facebook?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

21. Steps to marketing on facebook
Increase revenue - decrease cost - increase customer satisfaction/loyalty
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5

22. Growth in Marketing on Digital Platforms
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

23. How to deal with negative conversations?
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified
Based on overall sentiment expressed assumes each opinion focuses on a single object
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers

24. How are online display ads different from paid search?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction
Target consumers based on proximity

25. UGC
User generated content - users are creators - commenters - spectators - and in-actives
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

26. RWD
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
User generated content - users are creators - commenters - spectators - and in-actives

27. Proportion of Time People Spend Online
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Facts and opinions - opinion mining is much more complicated than factual mining

28. Dominant Players in Online Display Ads
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Build a dedicated website for mobile - develop your website employing RWD
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

29. What to test on websites?
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
1/3
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

30. Advantages of Multivariate Testing

31. Best Source of CI Data
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

32. Mobile Geofencing Ads
1/3
Target consumers based on proximity
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Awareness/Engagement - which may lead to sales

33. Disadvantages of A/B Testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Online press releases - blogger outreach - article syndication - company blog
Each sentence is classified by subjectivity and sentiment

34. How are affiliates compensated?
Facts and opinions - opinion mining is much more complicated than factual mining
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Based on overall sentiment expressed assumes each opinion focuses on a single object

35. Social Media Lessons
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Target consumers based on proximity
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5

36. Text Mining
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Examine the content in online conversations to identify themes - sentiments - moods...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Facts and opinions - opinion mining is much more complicated than factual mining

37. Facebook Ad Options
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

38. What is the reason for liking on social media sites?
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Customer complaints - social media conversations - product reviews
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

39. Competitive Intelligence (CI)
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

40. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

41. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model

42. Mobile Takeover Ads
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Awareness/Engagement - which may lead to sales
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

43. What does online PR entail?
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml

44. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Examine the content in online conversations to identify themes - sentiments - moods...
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads

45. Text Analytics
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Build a dedicated website for mobile - develop your website employing RWD
Examine the content in online conversations to identify themes - sentiments - moods...

46. Sentiment Classification - Individual Sentence Level
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Each sentence is classified by subjectivity and sentiment
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction

47. Unconventional Uses for Social Media
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Facts and opinions - opinion mining is much more complicated than factual mining
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

48. Sources of Unsolicited Customer Feedback
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Clickstream data - data about customer's online behavior determined from their sequence of clicks
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Customer complaints - social media conversations - product reviews

49. Types of Activities that a Social Media Strategy is Built Around?
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Quantify activity and trends - ex: how many followers

50. Two Approaches to Mobile Marketing
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction
Build a dedicated website for mobile - develop your website employing RWD
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location