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 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
Each sentence is classified by subjectivity and sentiment
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

2. How are mobile marketers spending their money?
Each sentence is classified by subjectivity and sentiment
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Allocating biggest component to search ads (50%)

3. Approaches to Affiliate Marketing
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Quantify activity and trends - ex: how many followers
Run a Marketing Campaign & Track the Results
Identify connections of influence as well as the biggest sources of influence

4. How to address the social media ROI challenge?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Run a Marketing Campaign & Track the Results

5. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Target consumers based on proximity
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

6. Business Outcomes
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
User generated content - users are creators - commenters - spectators - and in-actives
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

7. Who is an affiliate?
Customer complaints - social media conversations - product reviews
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

8. Buzz
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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Awareness/Engagement - which may lead to sales
Quantify activity and trends - ex: how many followers

9. Social Media Metrics
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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Awareness/Engagement - which may lead to sales

10. Social Media Lessons
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#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
Online press releases - blogger outreach - article syndication - company blog

11. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

12. Sentiment Classification - Individual Sentence Level
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
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

13. Sources of CI
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
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

14. UGC
Online press releases - blogger outreach - article syndication - company blog
User generated content - users are creators - commenters - spectators - and in-actives
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

15. Why market on Pintrest?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

16. Unconventional Uses for Social Media
Awareness/Engagement - which may lead to sales
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend 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

17. Why market on Facebook?
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

18. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Quantify activity and trends - ex: how many followers

19. Best Source of CI Data
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

20. Why Should Marketers Care About Social Media?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

21. Competitive Intelligence (CI)
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

22. What is Social Media?
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
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
Each sentence is classified by subjectivity and sentiment

23. Mobile Geofencing Ads
Target consumers based on proximity
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Awareness/Engagement - which may lead to sales

24. Text Mining
Increase revenue - decrease cost - increase customer satisfaction/loyalty
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Facts and opinions - opinion mining is much more complicated than factual mining
1/3

25. Mobile Takeover Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

26. F - S - H - O - T
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Identify connections of influence as well as the biggest sources of influence
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

27. How are online display ads different from paid search?
500 million+ users - top 10 most visited website
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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

28. Proportion of Time People Spend Online
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
Run a Marketing Campaign & Track the Results

29. Challenges of Trying to Implement Social Media
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#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:

30. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Run a Marketing Campaign & Track the Results

31. Facebook Ad Options
Quantify activity and trends - ex: how many followers
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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

32. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Facts and opinions - opinion mining is much more complicated than factual mining

33. Social Network Analyses
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Identify connections of influence as well as the biggest sources of influence
Facts and opinions - opinion mining is much more complicated than factual mining
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

34. What % of Online Content is Images?
1/3
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Each sentence is classified by subjectivity and sentiment

35. Dominant Players in Online Display Ads
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
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
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

36. Average Costs for Advertising on Different Platforms
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

37. Disadvantages of A/B Testing
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

38. How to deal with negative conversations?
Build a dedicated website for mobile - develop your website employing RWD
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
Target consumers based on proximity

39. Sources of Unsolicited Customer Feedback
Increase revenue - decrease cost - increase customer satisfaction/loyalty
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Customer complaints - social media conversations - product reviews

40. How to augment actionable insights through web analytics?
Based on overall sentiment expressed assumes each opinion focuses on a single object
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

41. Sentiment Classification - Aggregate Level
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
#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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

42. Descriptive Statistics
Target consumers based on proximity
Online press releases - blogger outreach - article syndication - company blog
#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:
Quantify activity and trends - ex: how many followers

43. Sentiment Analyses
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
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
Facts and opinions - opinion mining is much more complicated than factual mining

44. Text Analytics
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Examine the content in online conversations to identify themes - sentiments - moods...
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Clickstream data - data about customer's online behavior determined from their sequence of clicks

45. Most Commonly Used Web Analytics?

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46. Types of Activities that a Social Media Strategy is Built Around?
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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

47. Advantages of Multivariate Testing

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48. SO LO MO Marketing
Each sentence is classified by subjectivity and sentiment
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

49. RWD
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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. What to test on websites?
Quantify activity and trends - ex: how many followers
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources