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 to deal with negative conversations?
Customer complaints - social media conversations - product reviews
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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

2. Best Source of CI Data
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
Identify connections of influence as well as the biggest sources of influence

3. 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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
1/3
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

4. How to address the social media ROI challenge?
Clickstream data - data about customer's online behavior determined from their sequence of clicks
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
Run a Marketing Campaign & Track the Results

5. Sentiment Analyses
500 million+ users - top 10 most visited website
#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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

6. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Quantify activity and trends - ex: how many followers
Each sentence is classified by subjectivity and sentiment

7. Sentiment Classification - Individual Sentence Level
Online press releases - blogger outreach - article syndication - company blog
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
Each sentence is classified by subjectivity and sentiment
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

8. What is the reason for liking on social media sites?
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%)
#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

9. Most Commonly Used Web Analytics?

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10. Disadvantages of Multivariate Testing
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

11. Types of Activities that a Social Media Strategy is Built Around?
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

12. Why market on Facebook?
1/3
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Build a dedicated website for mobile - develop your website employing RWD

13. 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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

14. Difference Between Personal Networks and Professional Networks
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Run a Marketing Campaign & Track the Results

15. Text Analytics
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
Examine the content in online conversations to identify themes - sentiments - moods...
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

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

17. F - S - H - O - T
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

18. Mobile Geofencing Ads
Target consumers based on proximity
Examine the content in online conversations to identify themes - sentiments - moods...
Quantify activity and trends - ex: how many followers
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

19. Text Mining
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

20. Challenges of Trying to Implement Social Media
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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: 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:
Customer complaints - social media conversations - product reviews

21. Advantages of A/B Testing

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22. Growth in Marketing on Digital Platforms
#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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Facts and opinions - opinion mining is much more complicated than factual mining

23. Why market on Pintrest?
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%)
#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 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

24. Social Network Analyses
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Allocating biggest component to search ads (50%)
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
Identify connections of influence as well as the biggest sources of influence

25. Advantages of Multivariate Testing

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26. Dominant Players in Online Display Ads
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
Quantify activity and trends - ex: how many followers
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

27. Sentiment Classification - Aggregate Level
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Based on overall sentiment expressed assumes each opinion focuses on a single object

28. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. Who is an affiliate?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Build a dedicated website for mobile - develop your website employing RWD
Facts and opinions - opinion mining is much more complicated than factual mining
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

30. SO LO MO Marketing
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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

31. US Ad Spending Percentages
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Each sentence is classified by subjectivity and sentiment
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

32. Competitive Intelligence (CI)
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
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

33. Buzz
Increase revenue - decrease cost - increase customer satisfaction/loyalty
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Each sentence is classified by subjectivity and sentiment
Awareness/Engagement - which may lead to sales

34. How to augment actionable insights through web analytics?
Clickstream data - data about customer's online behavior determined from their sequence of clicks
1/3
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

35. Disadvantages of A/B Testing
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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

36. Facebook Ad Options
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
#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
User generated content - users are creators - commenters - spectators - and in-actives
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

37. Descriptive Statistics
Quantify activity and trends - ex: how many followers
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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

38. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Identify connections of influence as well as the biggest sources of influence
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

39. Why Should Marketers Care About Social Media?
Allocating biggest component to search ads (50%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
Customer complaints - social media conversations - product reviews

40. What % of Online Content is Images?
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
1/3
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

41. Mobile Takeover Ads
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

42. Multivariate Testing
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

43. Why market on Twitter?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

44. Business Outcomes
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

45. How are affiliates compensated?
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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

46. Unconventional Uses for 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

47. Social Media Metrics
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

48. Average Costs for Advertising on Different Platforms
Build a dedicated website for mobile - develop your website employing RWD
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

49. Two Approaches to Mobile Marketing
#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
Target consumers based on proximity
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

50. What does online PR entail?
User generated content - users are creators - commenters - spectators - and in-actives
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)