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. Competitive Intelligence (CI)
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Each sentence is classified by subjectivity and sentiment

2. A/B Testing
Each sentence is classified by subjectivity and sentiment
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
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

3. 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
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#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:

4. 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
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
500 million+ users - top 10 most visited website

5. Sources of CI
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

6. Types of Activities that a Social Media Strategy is Built Around?
Build a dedicated website for mobile - develop your website employing RWD
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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

7. 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%)
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Identify connections of influence as well as the biggest sources of influence
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

8. Steps to marketing on facebook
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

9. Difference Between Personal Networks and Professional Networks
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

10. Mobile Ads in Unfamiliar Places
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

11. Disadvantages of Multivariate Testing
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

12. Best Source of CI Data
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
Quantify activity and trends - ex: how many followers
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

13. SO LO MO Marketing
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Target consumers based on proximity
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

14. Who is an affiliate?
Online press releases - blogger outreach - article syndication - company blog
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

15. Buzz
Awareness/Engagement - which may lead to sales
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

16. Growth in Marketing on Digital Platforms
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

17. Why market on Pintrest?
500 million+ users - top 10 most visited website
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
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: 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

18. RWD
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
Target consumers based on proximity
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...

19. Sentiment Classification - Individual Sentence Level
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Build a dedicated website for mobile - develop your website employing RWD
Each sentence is classified by subjectivity and sentiment

20. Social Media Metrics
#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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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

21. What is Social Media?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

22. 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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

23. Facebook Ad Options
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#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:
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

24. Most Commonly Used Web Analytics?

25. Why market on Facebook?
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
#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:
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

26. Business Outcomes
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

27. What does online PR entail?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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

28. 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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Target consumers based on proximity

29. UGC
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
User generated content - users are creators - commenters - spectators - and in-actives
Build a dedicated website for mobile - develop your website employing RWD
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

30. Average Costs for Advertising on Different Platforms
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Awareness/Engagement - which may lead to sales
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

31. Descriptive Statistics
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Quantify activity and trends - ex: how many followers

32. What % of Online Content is Images?
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
User generated content - users are creators - commenters - spectators - and in-actives
1/3

33. Why market on Twitter?
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
500 million+ users - top 10 most visited website
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Awareness/Engagement - which may lead to sales

34. Sentiment Classification - Aggregate Level
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Based on overall sentiment expressed assumes each opinion focuses on a single object
Identify connections of influence as well as the biggest sources of influence
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

35. How are affiliates compensated?
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
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

36. Mobile Geofencing Ads
Online press releases - blogger outreach - article syndication - company blog
Target consumers based on proximity
Run a Marketing Campaign & Track the Results
Examine the content in online conversations to identify themes - sentiments - moods...

37. Text Mining
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Facts and opinions - opinion mining is much more complicated than factual mining
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

38. Unconventional Uses for Social Media
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

39. Two Approaches to Mobile Marketing
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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
Build a dedicated website for mobile - develop your website employing RWD
Target consumers based on proximity

40. Advantages of A/B Testing

41. US Ad Spending Percentages
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

42. Ways to execute online PR
Online press releases - blogger outreach - article syndication - company blog
Build a dedicated website for mobile - develop your website employing RWD
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Identify connections of influence as well as the biggest sources of influence

43. 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Customer complaints - social media conversations - product reviews
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

44. Challenges of Trying to Implement Social Media
#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:
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

45. Multivariate Testing
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

46. Sources of Unsolicited Customer Feedback
Awareness/Engagement - which may lead to sales
Online press releases - blogger outreach - article syndication - company blog
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
Customer complaints - social media conversations - product reviews

47. Text Analytics
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
Examine the content in online conversations to identify themes - sentiments - moods...
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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

48. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

49. Disadvantages of A/B Testing
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%)
#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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

50. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Analysis of data about your competitors - vertical markets - or the entire web ecosystem