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Digital And Social Media Marketing
Start Test
Study First
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. Mobile Takeover Ads
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
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
2. Sources of Unsolicited Customer Feedback
Allocating biggest component to search ads (50%)
Customer complaints - social media conversations - product reviews
Facts and opinions - opinion mining is much more complicated than factual mining
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
3. Steps to marketing on facebook
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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: 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
4. Descriptive Statistics
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
#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:
5. UGC
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Awareness/Engagement - which may lead to sales
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
User generated content - users are creators - commenters - spectators - and in-actives
6. Advantages of A/B Testing
7. Unconventional Uses for Social Media
Identify connections of influence as well as the biggest sources of influence
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
8. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
9. Social Network Analyses
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
Identify connections of influence as well as the biggest sources of influence
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
10. Best Source of CI Data
Run a Marketing Campaign & Track the Results
Target consumers based on proximity
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
11. SO LO MO Marketing
Allocating biggest component to search ads (50%)
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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: 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
12. How to address the social media ROI challenge?
Online press releases - blogger outreach - article syndication - company blog
Customer complaints - social media conversations - product reviews
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Run a Marketing Campaign & Track the Results
13. How are mobile marketers spending their money?
User generated content - users are creators - commenters - spectators - and in-actives
Allocating biggest component to search ads (50%)
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
14. Average Costs for Advertising on Different Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
#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
15. A/B Testing
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
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
Awareness/Engagement - which may lead to sales
16. Why market on Pintrest?
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
Build a dedicated website for mobile - develop your website employing RWD
17. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
18. Types of Activities that a Social Media Strategy is Built Around?
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
19. Text Analytics
Each sentence is classified by subjectivity and sentiment
Examine the content in online conversations to identify themes - sentiments - moods...
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Awareness/Engagement - which may lead to sales
20. Who is an affiliate?
Awareness/Engagement - which may lead to sales
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
21. 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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
#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:
22. Challenges of Trying to Implement Social Media
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Examine the content in online conversations to identify themes - sentiments - moods...
#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:
23. Sentiment Classification - Individual Sentence Level
Each sentence is classified by subjectivity and sentiment
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
1/3
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. How are affiliates compensated?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
25. Social Media Platforms User Rankings
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
26. What is Social Media?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
27. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
28. Approaches to Affiliate Marketing
Allocating biggest component to search ads (50%)
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
29. Why market on Facebook?
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
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
30. Sentiment 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
Based on overall sentiment expressed assumes each opinion focuses on a single object
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
31. Difference Between Personal Networks and Professional Networks
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
500 million+ users - top 10 most visited website
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
32. Business Outcomes
Target consumers based on proximity
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Increase revenue - decrease cost - increase customer satisfaction/loyalty
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
33. Social Media Metrics
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion 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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
34. Social Media Lessons
#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
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
Allocating biggest component to search ads (50%)
35. Most Commonly Used Web Analytics?
36. Dominant Players in Online Display 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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Allocating biggest component to search ads (50%)
#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:
37. What does online PR entail?
Each sentence is classified by subjectivity and sentiment
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
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
38. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Target consumers based on proximity
39. F - S - H - O - T
Awareness/Engagement - which may lead to sales
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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
40. Mobile Geofencing Ads
Awareness/Engagement - which may lead to sales
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Target consumers based on proximity
41. Why market on Twitter?
500 million+ users - top 10 most visited website
#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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
42. 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Facts and opinions - opinion mining is much more complicated than factual mining
Online press releases - blogger outreach - article syndication - company blog
43. Proportion of Time People Spend Online
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Quantify activity and trends - ex: how many followers
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
44. Buzz
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Awareness/Engagement - which may lead to sales
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
45. 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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Build a dedicated website for mobile - develop your website employing RWD
46. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
1/3
47. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Based on overall sentiment expressed assumes each opinion focuses on a single object
48. 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
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
Target consumers based on proximity
49. What to test on websites?
Facts and opinions - opinion mining is much more complicated than factual mining
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
50. How to deal with negative conversations?
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
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