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. Ways to execute online PR
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
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
Online press releases - blogger outreach - article syndication - company blog

2. What is the reason for liking on social media sites?
Online press releases - blogger outreach - article syndication - company blog
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

3. F - S - H - O - T
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
1/3
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
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

4. Steps to marketing on facebook
Awareness/Engagement - which may lead to sales
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
500 million+ users - top 10 most visited website

5. Multivariate Testing
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Build a dedicated website for mobile - develop your website employing RWD
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

6. Advantages of Multivariate Testing

7. Why market on Pintrest?
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
#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
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

8. Disadvantages of A/B Testing
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
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
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

9. Advantages of A/B Testing

10. Disadvantages of Multivariate Testing
Customer complaints - social media conversations - product reviews
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

11. Competitive Intelligence (CI)
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

12. 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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

13. What does online PR entail?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Quantify activity and trends - ex: how many followers
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

14. Sources of Unsolicited Customer Feedback
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Customer complaints - social media conversations - product reviews
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

15. Sources of CI
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
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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. SO LO MO Marketing
Target consumers based on proximity
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

17. RWD
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Each sentence is classified by subjectivity and sentiment
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

18. Dominant Players in Online Display Ads
User generated content - users are creators - commenters - spectators - and in-actives
Identify connections of influence as well as the biggest sources of influence
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

19. Text Mining
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
Awareness/Engagement - which may lead to sales

20. Social Media Metrics
#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
Based on overall sentiment expressed assumes each opinion focuses on a single object
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:

21. Social Network Analyses
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
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

22. 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:
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
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

23. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Build a dedicated website for mobile - develop your website employing RWD
Customer complaints - social media conversations - product reviews

24. How to address the social media ROI challenge?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Run a Marketing Campaign & Track the Results

25. Most Commonly Used Web Analytics?

26. Business Outcomes
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Allocating biggest component to search ads (50%)
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

27. Why market on Twitter?
Awareness/Engagement - which may lead to sales
1/3
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
500 million+ users - top 10 most visited website

28. Two Approaches to Mobile Marketing
Identify connections of influence as well as the biggest sources of influence
User generated content - users are creators - commenters - spectators - and in-actives
Build a dedicated website for mobile - develop your website employing RWD
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. Sentiment Classification - Individual Sentence Level
Each sentence is classified by subjectivity and sentiment
Facts and opinions - opinion mining is much more complicated than factual mining
Based on overall sentiment expressed assumes each opinion focuses on a single object
#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. What % of Online Content is Images?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1/3
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 multiple versions of different elements of a web page - examples: image - font - animation - color...

31. Types of Activities that a Social Media Strategy is Built Around?
#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:
500 million+ users - top 10 most visited website
User generated content - users are creators - commenters - spectators - and in-actives
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

32. What to test on websites?
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Online press releases - blogger outreach - article syndication - company blog
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

33. UGC
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
User generated content - users are creators - commenters - spectators - and in-actives
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

34. How to deal with negative conversations?
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
User generated content - users are creators - commenters - spectators - and in-actives
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

35. 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
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
Run a Marketing Campaign & Track the Results
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

36. Best Source of CI Data
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

37. Who is an affiliate?
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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

38. Social Media Lessons
Customer complaints - social media conversations - product reviews
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: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

39. How are mobile marketers spending their money?
User generated content - users are creators - commenters - spectators - and in-actives
Allocating biggest component to search ads (50%)
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

40. Mobile Takeover Ads
User generated content - users are creators - commenters - spectators - and in-actives
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
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

41. Proportion of Time People Spend Online
Customer complaints - social media conversations - product reviews
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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...

42. Text Analytics
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
Examine the content in online conversations to identify themes - sentiments - moods...
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

43. US Ad Spending Percentages
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Run a Marketing Campaign & Track the Results
User generated content - users are creators - commenters - spectators - and in-actives

44. Average Costs for Advertising on Different Platforms
Examine the content in online conversations to identify themes - sentiments - moods...
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
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

45. Facebook Ad Options
Target consumers based on proximity
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
#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

46. Why Should Marketers Care About Social Media?
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Facts and opinions - opinion mining is much more complicated than factual mining
Run a Marketing Campaign & Track the Results
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

47. Growth in Marketing on Digital Platforms
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
#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

48. Sentiment Analyses
#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:
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

49. How are online display ads different from paid search?
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:
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

50. Why market on Facebook?
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
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