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. Sentiment Classification - Individual Sentence Level
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Each sentence is classified by subjectivity and sentiment
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

2. UGC
User generated content - users are creators - commenters - spectators - and in-actives
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
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

3. Sources of Unsolicited Customer Feedback
Customer complaints - social media conversations - product reviews
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Facts and opinions - opinion mining is much more complicated than factual mining

4. Unconventional Uses for Social Media
Each sentence is classified by subjectivity and sentiment
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Facts and opinions - opinion mining is much more complicated than factual mining
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

5. Proportion of Time People Spend Online
Each sentence is classified by subjectivity and sentiment
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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

6. 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
Based on overall sentiment expressed assumes each opinion focuses on a single object
#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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

7. Why market on Pintrest?
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks

8. Text Analytics
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Examine the content in online conversations to identify themes - sentiments - moods...
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

9. 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:
User generated content - users are creators - commenters - spectators - and in-actives
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
Build a dedicated website for mobile - develop your website employing RWD

10. Best Source of CI Data
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Each sentence is classified by subjectivity and sentiment
Online press releases - blogger outreach - article syndication - company blog
User generated content - users are creators - commenters - spectators - and in-actives

11. Business Outcomes
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Facts and opinions - opinion mining is much more complicated than factual mining

12. Average Costs for Advertising on Different Platforms
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%)
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

13. Why Should Marketers Care About Social Media?
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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

14. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
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

15. Most Commonly Used Web Analytics?

16. How are affiliates compensated?
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
User generated content - users are creators - commenters - spectators - and in-actives
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

17. How are mobile marketers spending their money?
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Allocating biggest component to search ads (50%)
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

18. Buzz
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

19. Types of Activities that a Social Media Strategy is Built Around?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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
User generated content - users are creators - commenters - spectators - and in-actives

20. Dominant Players in Online Display 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:
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Identify connections of influence as well as the biggest sources of influence
500 million+ users - top 10 most visited website

21. Descriptive Statistics
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
Quantify activity and trends - ex: how many followers
Each sentence is classified by subjectivity and sentiment
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

22. Growth in Marketing on Digital Platforms
Target consumers based on proximity
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Identify connections of influence as well as the biggest sources of influence
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

23. Ways to execute online PR
Online press releases - blogger outreach - article syndication - company blog
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Based on overall sentiment expressed assumes each opinion focuses on a single object

24. Mobile Geofencing Ads
1/3
Identify connections of influence as well as the biggest sources of influence
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Target consumers based on proximity

25. Sentiment Classification - Aggregate Level
Based on overall sentiment expressed assumes each opinion focuses on a single object
Facts and opinions - opinion mining is much more complicated than factual mining
Quantify activity and trends - ex: how many followers
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

26. Social Network Analyses
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
Online press releases - blogger outreach - article syndication - company blog
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
Identify connections of influence as well as the biggest sources of influence

27. How are online display ads different from paid search?
Based on overall sentiment expressed assumes each opinion focuses on a single object
Build a dedicated website for mobile - develop your website employing RWD
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

28. Competitive Intelligence (CI)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Based on overall sentiment expressed assumes each opinion focuses on a single object

29. Disadvantages of A/B Testing
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: 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:
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

30. What is the reason for liking on social media sites?
Target consumers based on proximity
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

31. What is Social Media?
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Each sentence is classified by subjectivity and sentiment
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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

32. Difference Between Personal Networks and Professional Networks
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Build a dedicated website for mobile - develop your website employing RWD
Facts and opinions - opinion mining is much more complicated than factual mining

33. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

34. Sentiment Analyses
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
1/3

35. What % of Online Content is Images?
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
1/3

36. What does online PR entail?
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
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

37. F - S - H - O - T
Allocating biggest component to search ads (50%)
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
500 million+ users - top 10 most visited website
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

38. Facebook Ad Options
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Quantify activity and trends - ex: how many followers

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

40. SO LO MO Marketing
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Allocating biggest component to search ads (50%)
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

41. Advantages of Multivariate Testing

42. Advantages of A/B Testing

43. 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
Build a dedicated website for mobile - develop your website employing RWD
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Facts and opinions - opinion mining is much more complicated than factual mining

44. 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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Awareness/Engagement - which may lead to sales
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

45. Social Media Platforms User Rankings
Identify connections of influence as well as the biggest sources of influence
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
500 million+ users - top 10 most visited website
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. Text 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
Build a dedicated website for mobile - develop your website employing RWD
Facts and opinions - opinion mining is much more complicated than factual mining
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

47. What to test on websites?
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

48. US Ad Spending Percentages
User generated content - users are creators - commenters - spectators - and in-actives
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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

49. Disadvantages of Multivariate Testing
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
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
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

50. How to deal with negative conversations?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn