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. Most Commonly Used Web Analytics?

2. Social Media Lessons
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#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

3. 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
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
Identify connections of influence as well as the biggest sources of influence

4. How are affiliates compensated?
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
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

5. Why market on Facebook?
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
500 million+ users - top 10 most visited website

6. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Facts and opinions - opinion mining is much more complicated than factual mining
Target consumers based on proximity
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. How are online display ads different from paid search?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

8. How to deal with negative conversations?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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: 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

9. What % of Online Content is Images?
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
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
1/3
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

10. Best Source of CI Data
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Each sentence is classified by subjectivity and sentiment
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

11. Why Should Marketers Care About Social Media?
Facts and opinions - opinion mining is much more complicated than factual mining
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
Run a Marketing Campaign & Track the Results

12. Growth in Marketing on Digital Platforms
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

13. Descriptive Statistics
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Quantify activity and trends - ex: how many followers
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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

14. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Target consumers based on proximity
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
Quantify activity and trends - ex: how many followers

15. Social Media Metrics
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Allocating biggest component to search ads (50%)
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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

16. 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
Build a dedicated website for mobile - develop your website employing RWD
Run a Marketing Campaign & Track the Results
Awareness/Engagement - which may lead to sales

17. Advantages of Multivariate Testing

18. Ways to execute online PR
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
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

19. 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%)
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
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
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

20. RWD
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

21. Why market on Pintrest?
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 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
Identify connections of influence as well as the biggest sources of influence

22. What to test on websites?
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
#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
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

23. What is Social Media?
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

24. Disadvantages of A/B Testing
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Based on overall sentiment expressed assumes each opinion focuses on a single object
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

25. Unconventional Uses for Social Media
Quantify activity and trends - ex: how many followers
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
1/3
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

26. Advantages of A/B Testing

27. Sentiment Analyses
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty

28. What does online PR entail?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. Buzz
Quantify activity and trends - ex: how many followers
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%)
Clickstream data - data about customer's online behavior determined from their sequence of clicks

30. UGC
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
User generated content - users are creators - commenters - spectators - and in-actives
1/3

31. Text Analytics
Each sentence is classified by subjectivity and sentiment
Allocating biggest component to search ads (50%)
#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
Examine the content in online conversations to identify themes - sentiments - moods...

32. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Examine the content in online conversations to identify themes - sentiments - moods...
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

33. How are mobile marketers spending their money?
Target consumers based on proximity
#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:
Allocating biggest component to search ads (50%)
Quantify activity and trends - ex: how many followers

34. Competitive Intelligence (CI)
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Awareness/Engagement - which may lead to sales

35. Sentiment Classification - Aggregate Level
Based on overall sentiment expressed assumes each opinion focuses on a single object
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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

36. Why market on Twitter?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Examine the content in online conversations to identify themes - sentiments - moods...
500 million+ users - top 10 most visited website
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

37. Social Network Analyses
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
500 million+ users - top 10 most visited website
1/3
Identify connections of influence as well as the biggest sources of influence

38. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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%)

39. Mobile Geofencing Ads
Facts and opinions - opinion mining is much more complicated than factual mining
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
Customer complaints - social media conversations - product reviews
Target consumers based on proximity

40. Average Costs for Advertising on Different Platforms
Awareness/Engagement - which may lead to sales
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

41. How to augment actionable insights through web analytics?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Allocating biggest component to search ads (50%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

42. Sources of Unsolicited Customer Feedback
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
Examine the content in online conversations to identify themes - sentiments - moods...
Online press releases - blogger outreach - article syndication - company blog

43. Sentiment Classification - Individual Sentence Level
Each sentence is classified by subjectivity and sentiment
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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

44. Proportion of Time People Spend Online
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Online press releases - blogger outreach - article syndication - company blog
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Each sentence is classified by subjectivity and sentiment

45. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Each sentence is classified by subjectivity and sentiment
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

46. Who is an affiliate?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
Based on overall sentiment expressed assumes each opinion focuses on a single object
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

47. 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
#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:
User generated content - users are creators - commenters - spectators - and in-actives
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

48. Challenges of Trying to Implement Social Media
Target consumers based on proximity
Facts and opinions - opinion mining is much more complicated than factual mining
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: 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:

49. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Facts and opinions - opinion mining is much more complicated than factual mining
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

50. SO LO MO Marketing
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location