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. Why market on Twitter?
500 million+ users - top 10 most visited website
Target consumers based on proximity
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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

2. Social Media Lessons
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
#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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Online press releases - blogger outreach - article syndication - company blog

3. How are affiliates compensated?
Build a dedicated website for mobile - develop your website employing RWD
#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:
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

4. Advantages of A/B Testing

5. 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
#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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

6. Dominant Players in Online Display Ads
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
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

7. A/B Testing
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

8. Why Should Marketers Care About Social Media?
Identify connections of influence as well as the biggest sources of influence
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Allocating biggest component to search ads (50%)

9. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1/3
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

10. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Awareness/Engagement - which may lead to sales
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

11. Challenges of Trying to Implement Social Media
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Build a dedicated website for mobile - develop your website employing RWD
#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:
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

12. Types of Activities that a Social Media Strategy is Built Around?
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Run a Marketing Campaign & Track the Results
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

13. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
500 million+ users - top 10 most visited website

14. Social Media Platforms User Rankings
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

15. Average Costs for Advertising on Different Platforms
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
1/3
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

16. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
1/3

17. How are online display ads different from paid search?
500 million+ users - top 10 most visited website
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

18. How to address the social media ROI challenge?
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
Run a Marketing Campaign & Track the Results
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Target consumers based on proximity

19. Why market on Pintrest?
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
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Customer complaints - social media conversations - product reviews

20. Sources of Unsolicited Customer Feedback
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Customer complaints - social media conversations - product reviews
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

21. Sentiment Classification - Individual Sentence Level
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
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
Each sentence is classified by subjectivity and sentiment

22. What to test on websites?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
Run a Marketing Campaign & Track the Results
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

23. Disadvantages of Multivariate Testing
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
Build a dedicated website for mobile - develop your website employing RWD
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

24. What % of Online Content is Images?
Customer complaints - social media conversations - product reviews
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
1/3
Identify connections of influence as well as the biggest sources of influence

25. F - S - H - O - T
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

26. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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%)

27. Sentiment Analyses
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Facts and opinions - opinion mining is much more complicated than factual mining

28. Who is an affiliate?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Run a Marketing Campaign & Track the Results

29. Approaches to Affiliate Marketing
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Identify connections of influence as well as the biggest sources of influence
Run a Marketing Campaign & Track the Results

30. 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%)
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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
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

31. Business Outcomes
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

32. How to augment actionable insights through web analytics?
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
Facts and opinions - opinion mining is much more complicated than factual mining
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

33. Advantages of Multivariate Testing

34. How are mobile marketers spending their money?
Awareness/Engagement - which may lead to sales
Allocating biggest component to search ads (50%)
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

35. Proportion of Time People Spend Online
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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

36. Facebook Ad Options
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Build a dedicated website for mobile - develop your website employing RWD

37. Two Approaches to Mobile Marketing
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#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:
Build a dedicated website for mobile - develop your website employing RWD

38. How to deal with negative conversations?
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Examine the content in online conversations to identify themes - sentiments - moods...
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

39. Mobile Ads in Unfamiliar Places
Examine the content in online conversations to identify themes - sentiments - moods...
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Increase revenue - decrease cost - increase customer satisfaction/loyalty

40. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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

41. Steps to marketing on facebook
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

42. SO LO MO Marketing
500 million+ users - top 10 most visited website
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

43. Text Mining
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Facts and opinions - opinion mining is much more complicated than factual mining
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

44. Unconventional Uses for Social Media
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

45. Most Commonly Used Web Analytics?

46. Sentiment Classification - Aggregate Level
#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:
Based on overall sentiment expressed assumes each opinion focuses on a single object
Awareness/Engagement - which may lead to sales
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

47. Descriptive Statistics
Allocating biggest component to search ads (50%)
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Quantify activity and trends - ex: how many followers

48. Difference Between Personal Networks and Professional Networks
Identify connections of influence as well as the biggest sources of influence
Quantify activity and trends - ex: how many followers
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

49. Buzz
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
Awareness/Engagement - which may lead to sales
Build a dedicated website for mobile - develop your website employing RWD

50. What does online PR entail?
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85