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. Mobile Ads in Unfamiliar Places
User generated content - users are creators - commenters - spectators - and in-actives
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

2. Average Costs for Advertising on Different Platforms
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
User generated content - users are creators - commenters - spectators - and in-actives

3. 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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

4. Descriptive Statistics
Quantify activity and trends - ex: how many followers
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

5. Mobile Geofencing Ads
Target consumers based on proximity
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
Customer complaints - social media conversations - product reviews
Identify connections of influence as well as the biggest sources of influence

6. Unconventional Uses for Social Media
#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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Run a Marketing Campaign & Track the Results

7. Social Media Lessons
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
#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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

8. How are mobile marketers spending their money?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Allocating biggest component to search ads (50%)
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

9. How are affiliates compensated?
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
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

10. Dominant Players in Online Display Ads
Each sentence is classified by subjectivity and sentiment
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

11. SO LO MO Marketing
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

12. Why market on Twitter?
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
500 million+ users - top 10 most visited website
Run a Marketing Campaign & Track the Results

13. Steps to marketing on facebook
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome

14. A/B Testing
User generated content - users are creators - commenters - spectators - and in-actives
#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
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

15. Buzz
Awareness/Engagement - which may lead to sales
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
Run a Marketing Campaign & Track the Results

16. 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
1/3
Each sentence is classified by subjectivity and sentiment
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

17. Disadvantages of Multivariate Testing
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

18. Types of Activities that a Social Media Strategy is Built Around?
Run a Marketing Campaign & Track the Results
#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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

19. Best Source of CI Data
Build a dedicated website for mobile - develop your website employing RWD
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

20. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Customer complaints - social media conversations - product reviews
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

21. Two Approaches to Mobile Marketing
1/3
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Build a dedicated website for mobile - develop your website employing RWD
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:

22. What % of Online Content is Images?
User generated content - users are creators - commenters - spectators - and in-actives
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
1/3

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%)
Online press releases - blogger outreach - article syndication - company blog
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

24. Text Mining
Allocating biggest component to search ads (50%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Facts and opinions - opinion mining is much more complicated than factual mining
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

25. Sentiment Analyses
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
User generated content - users are creators - commenters - spectators - and in-actives
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

26. How to augment actionable insights through web analytics?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Run a Marketing Campaign & Track the Results

27. 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:
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Awareness/Engagement - which may lead to sales
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

28. Difference Between Personal Networks and Professional Networks
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Run a Marketing Campaign & Track the Results
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Allocating biggest component to search ads (50%)

29. Competitive Intelligence (CI)
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Increase revenue - decrease cost - increase customer satisfaction/loyalty
#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

30. Disadvantages of A/B Testing
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

31. Social Media Metrics
#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
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

32. Sentiment Classification - Individual Sentence Level
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Each sentence is classified by subjectivity and sentiment
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers

33. Advantages of Multivariate Testing

34. Proportion of Time People Spend Online
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
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

35. Sources of CI
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

36. Ways to execute online PR
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Online press releases - blogger outreach - article syndication - company blog
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

37. How to deal with negative conversations?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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

38. Approaches to Affiliate Marketing
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
#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

39. Text Analytics
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Facts and opinions - opinion mining is much more complicated than factual mining
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Examine the content in online conversations to identify themes - sentiments - moods...

40. Advantages of A/B Testing

41. Most Commonly Used Web Analytics?

42. What is Social Media?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

43. RWD
#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
Awareness/Engagement - which may lead to sales
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

44. Who is an affiliate?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

45. Business Outcomes
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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

46. What to test on websites?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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
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
Build a dedicated website for mobile - develop your website employing RWD

47. How to address the social media ROI challenge?
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Online press releases - blogger outreach - article syndication - company blog
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
Run a Marketing Campaign & Track the Results

48. Mobile Takeover Ads
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

49. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
500 million+ users - top 10 most visited website
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
#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

50. UGC
User generated content - users are creators - commenters - spectators - and in-actives
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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