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. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
Online press releases - blogger outreach - article syndication - company blog
#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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

2. Most Commonly Used Web Analytics?

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3. Average Costs for Advertising on Different Platforms
User generated content - users are creators - commenters - spectators - and in-actives
Online press releases - blogger outreach - article syndication - company blog
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

4. How to augment actionable insights through web analytics?
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
Run a Marketing Campaign & Track the Results
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

5. Facebook Ad Options
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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

6. How are affiliates compensated?
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
500 million+ users - top 10 most visited website
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

7. Types of Activities that a Social Media Strategy is Built Around?
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

8. Sentiment Classification - Individual Sentence Level
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
Each sentence is classified by subjectivity and sentiment
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

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

10. Why Should Marketers Care About Social Media?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Run a Marketing Campaign & Track the Results
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

11. What does online PR entail?
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

12. What is Social Media?
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
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

13. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine 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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Clickstream data - data about customer's online behavior determined from their sequence of clicks

14. Social Media Platforms User Rankings
Customer complaints - social media conversations - product reviews
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Based on overall sentiment expressed assumes each opinion focuses on a single object

15. Text Analytics
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
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...
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

16. Dominant Players in Online Display Ads
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

17. Competitive Intelligence (CI)
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Allocating biggest component to search ads (50%)
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

18. RWD
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Awareness/Engagement - which may lead to sales

19. Mobile Ads in Unfamiliar Places
Facts and opinions - opinion mining is much more complicated than factual mining
500 million+ users - top 10 most visited website
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Clickstream data - data about customer's online behavior determined from their sequence of clicks

20. What to test on websites?
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
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Customer complaints - social media conversations - product reviews

21. UGC
User generated content - users are creators - commenters - spectators - and in-actives
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Examine the content in online conversations to identify themes - sentiments - moods...

22. Proportion of Time People Spend Online
Awareness/Engagement - which may lead to sales
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

23. How to address the social media ROI challenge?
Each sentence is classified by subjectivity and sentiment
Awareness/Engagement - which may lead to sales
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
Run a Marketing Campaign & Track the Results

24. Who is an affiliate?
Awareness/Engagement - which may lead to sales
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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

25. Steps to marketing on facebook
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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

26. Why market on Twitter?
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
500 million+ users - top 10 most visited website
Each sentence is classified by subjectivity and sentiment
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

27. Ways to execute online PR
Awareness/Engagement - which may lead to sales
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Online press releases - blogger outreach - article syndication - company blog
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

28. Social Media Metrics
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty

29. Disadvantages of Multivariate Testing
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

30. What % of Online Content is Images?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
1/3

31. 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%)
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
1/3
Examine the content in online conversations to identify themes - sentiments - moods...

32. Difference Between Personal Networks and Professional Networks
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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%)

33. Approaches to Affiliate Marketing
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Facts and opinions - opinion mining is much more complicated than factual mining

34. A/B Testing
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
Run a Marketing Campaign & Track the Results
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
Facts and opinions - opinion mining is much more complicated than factual mining

35. F - S - H - O - T
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
500 million+ users - top 10 most visited website
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. 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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
#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

37. Why market on Pintrest?
#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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

38. Sentiment Analyses
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

39. 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

40. Disadvantages of A/B Testing
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

41. How are online display ads different from paid search?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Target consumers based on proximity
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Facts and opinions - opinion mining is much more complicated than factual mining

42. Social Network Analyses
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Identify connections of influence as well as the biggest sources of influence
Examine the content in online conversations to identify themes - sentiments - moods...
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

43. Growth in Marketing on Digital Platforms
#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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

44. How to deal with negative conversations?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
500 million+ users - top 10 most visited website

45. Business Outcomes
Online press releases - blogger outreach - article syndication - company blog
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

46. Social Media Lessons
Facts and opinions - opinion mining is much more complicated than factual mining
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
#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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

47. Two Approaches to Mobile Marketing
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
Build a dedicated website for mobile - develop your website employing RWD
User generated content - users are creators - commenters - spectators - and in-actives
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

48. Sentiment Classification - Aggregate Level
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Based on overall sentiment expressed assumes each opinion focuses on a single object
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

49. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
500 million+ users - top 10 most visited website
Online press releases - blogger outreach - article syndication - company blog
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

50. Mobile Geofencing Ads
Target consumers based on proximity
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Online press releases - blogger outreach - article syndication - company blog
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