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. A/B Testing
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

2. Sentiment Analyses
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

3. Challenges of Trying to Implement Social Media
#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:
Build a dedicated website for mobile - develop your website employing RWD
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

4. Approaches to Affiliate Marketing
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

5. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

6. How to deal with negative conversations?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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
Examine the content in online conversations to identify themes - sentiments - moods...
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

7. Descriptive Statistics
Facts and opinions - opinion mining is much more complicated than factual mining
Identify connections of influence as well as the biggest sources of influence
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%)

8. Sentiment Classification - Individual Sentence Level
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty
500 million+ users - top 10 most visited website
Each sentence is classified by subjectivity and sentiment

9. How to address the social media ROI challenge?
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Quantify activity and trends - ex: how many followers
Run a Marketing Campaign & Track the Results

10. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Facts and opinions - opinion mining is much more complicated than factual mining
500 million+ users - top 10 most visited website

11. How are online display ads different from paid search?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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
User generated content - users are creators - commenters - spectators - and in-actives
Quantify activity and trends - ex: how many followers

12. Average Costs for Advertising on Different Platforms
User generated content - users are creators - commenters - spectators - and in-actives
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Each sentence is classified by subjectivity and sentiment

13. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

14. How are affiliates compensated?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Run a Marketing Campaign & Track the Results
Quantify activity and trends - ex: how many followers
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

15. Text Analytics
Examine the content in online conversations to identify themes - sentiments - moods...
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
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

16. Advantages of A/B Testing

17. Sentiment Classification - Aggregate Level
Based on overall sentiment expressed assumes each opinion focuses on a single object
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

18. Buzz
Awareness/Engagement - which may lead to sales
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

19. Social Network Analyses
Customer complaints - social media conversations - product reviews
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Build a dedicated website for mobile - develop your website employing RWD
Identify connections of influence as well as the biggest sources of influence

20. Why market on Pintrest?
User generated content - users are creators - commenters - spectators - and in-actives
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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

21. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Based on overall sentiment expressed assumes each opinion focuses on a single object
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

22. Types of Activities that a Social Media Strategy is Built Around?
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
500 million+ users - top 10 most visited website

23. Two Approaches to Mobile Marketing
Identify connections of influence as well as the biggest sources of influence
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Build a dedicated website for mobile - develop your website employing RWD
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

24. UGC
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
User generated content - users are creators - commenters - spectators - and in-actives

25. What % of Online Content is Images?
Target consumers based on proximity
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
1/3
Examine the content in online conversations to identify themes - sentiments - moods...

26. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Allocating biggest component to search ads (50%)
1/3

27. Sources of Unsolicited Customer Feedback
Customer complaints - social media conversations - product reviews
Identify connections of influence as well as the biggest sources of influence
Run a Marketing Campaign & Track the Results
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

28. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
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
Run a Marketing Campaign & Track the Results

29. F - S - H - O - T
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Examine the content in online conversations to identify themes - sentiments - moods...

30. Disadvantages of A/B Testing
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

31. Mobile Takeover Ads
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Facts and opinions - opinion mining is much more complicated than factual mining
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

32. SO LO MO Marketing
Online press releases - blogger outreach - article syndication - company blog
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
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

33. US Ad Spending Percentages
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

34. Advantages of Multivariate Testing

35. How to augment actionable insights through web analytics?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - 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
User generated content - users are creators - commenters - spectators - and in-actives
Examine the content in online conversations to identify themes - sentiments - moods...

36. Growth in Marketing on Digital Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

37. Multivariate Testing
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

38. Business Outcomes
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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. Why market on Facebook?
Target consumers based on proximity
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

40. Who is an affiliate?
Each sentence is classified by subjectivity and sentiment
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Online press releases - blogger outreach - article syndication - company blog
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

41. Mobile Ads in Unfamiliar Places
Target consumers based on proximity
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Examine the content in online conversations to identify themes - sentiments - moods...
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

42. Proportion of Time People Spend Online
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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

43. Social Media Lessons
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Customer complaints - social media conversations - product reviews
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
#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

44. Unconventional Uses for Social Media
Examine the content in online conversations to identify themes - sentiments - moods...
Online press releases - blogger outreach - article syndication - company blog
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

45. Why Should Marketers Care About Social Media?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

46. Best Source of CI Data
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
Facts and opinions - opinion mining is much more complicated than factual mining
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

47. Steps to marketing on facebook
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

48. Most Commonly Used Web Analytics?

49. Sources of CI
Build a dedicated website for mobile - develop your website employing RWD
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Customer complaints - social media conversations - product reviews
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

50. Text Mining
Facts and opinions - opinion mining is much more complicated than factual mining
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Target consumers based on proximity
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL