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. Advantages of A/B Testing

2. F - S - H - O - T
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Online press releases - blogger outreach - article syndication - company blog
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

3. Social Media Lessons
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#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

4. Competitive Intelligence (CI)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

5. What is Social Media?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

6. 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
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

7. 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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

8. What does online PR entail?
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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

9. Sentiment Classification - Individual Sentence Level
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Each sentence is classified by subjectivity and sentiment
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Customer complaints - social media conversations - product reviews

10. Business Outcomes
Awareness/Engagement - which may lead to sales
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Quantify activity and trends - ex: how many followers
Run a Marketing Campaign & Track the Results

11. Best Source of CI Data
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Identify connections of influence as well as the biggest sources of influence
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

12. How are mobile marketers spending their money?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Allocating biggest component to search ads (50%)

13. Why market on Facebook?
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
Allocating biggest component to search ads (50%)

14. Disadvantages of Multivariate Testing
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

15. SO LO MO Marketing
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

16. Sources of Unsolicited Customer Feedback
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Customer complaints - social media conversations - product reviews
Each sentence is classified by subjectivity and sentiment
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

17. 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
User generated content - users are creators - commenters - spectators - and in-actives
Based on overall sentiment expressed assumes each opinion focuses on a single object
Online press releases - blogger outreach - article syndication - company blog

18. 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Clickstream data - data about customer's online behavior determined from their sequence of clicks
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

19. Who is an affiliate?
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
Awareness/Engagement - which may lead to sales
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

20. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

21. Mobile Ads in Unfamiliar Places
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

22. Social Media Metrics
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

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

24. Why Should Marketers Care About Social Media?
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

25. How to augment actionable insights through web analytics?
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
#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:
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

26. US Ad Spending Percentages
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

27. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
500 million+ users - top 10 most visited website
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

28. What is the reason for liking on social media sites?
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
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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. Text Analytics
Examine the content in online conversations to identify themes - sentiments - moods...
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

30. UGC
User generated content - users are creators - commenters - spectators - and in-actives
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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: 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

31. Ways to execute online PR
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Online press releases - blogger outreach - article syndication - company blog
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

32. Advantages of Multivariate Testing

33. How are affiliates compensated?
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

34. Buzz
Awareness/Engagement - which may lead to sales
Based on overall sentiment expressed assumes each opinion focuses on a single object
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

35. Why market on Twitter?
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Build a dedicated website for mobile - develop your website employing RWD
500 million+ users - top 10 most visited website
Quantify activity and trends - ex: how many followers

36. Multivariate Testing
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Run a Marketing Campaign & Track the Results
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

37. How are online display ads different from paid search?
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
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
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
Quantify activity and trends - ex: how many followers

39. Challenges of Trying to Implement Social Media
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
#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:
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

40. Proportion of Time People Spend Online
Based on overall sentiment expressed assumes each opinion focuses on a single object
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

41. What % of Online Content is Images?
Allocating biggest component to search ads (50%)
Identify connections of influence as well as the biggest sources of influence
1/3
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

42. Unconventional Uses for Social Media
500 million+ users - top 10 most visited website
Examine the content in online conversations to identify themes - sentiments - moods...
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

43. Social Media Platforms User Rankings
#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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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

44. Most Commonly Used Web Analytics?

45. Sentiment Classification - Aggregate Level
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Based on overall sentiment expressed assumes each opinion focuses on a single object
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Customer complaints - social media conversations - product reviews

46. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

47. Mobile Geofencing 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
Target consumers based on proximity
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

48. Average Costs for Advertising on Different Platforms
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

49. Sources of CI
#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
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

50. A/B Testing
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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