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. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Based on overall sentiment expressed assumes each opinion focuses on a single object
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Quantify activity and trends - ex: how many followers

2. Unconventional Uses for Social Media
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
1/3
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Quantify activity and trends - ex: how many followers

3. Most Commonly Used Web Analytics?

4. Types of Activities that a Social Media Strategy is Built Around?
Target consumers based on proximity
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model

5. How are affiliates compensated?
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
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
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

6. Social Media Metrics
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Run a Marketing Campaign & Track the Results
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

7. How are online display ads different from paid search?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Online press releases - blogger outreach - article syndication - company blog

8. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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

9. How are mobile marketers spending their money?
Customer complaints - social media conversations - product reviews
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%)

10. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Quantify activity and trends - ex: how many followers
Target consumers based on proximity
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

11. Advantages of Multivariate Testing

12. Ways to execute online PR
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

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

14. Descriptive Statistics
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Quantify activity and trends - ex: how many followers

15. What % of Online Content is Images?
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
Quantify activity and trends - ex: how many followers
Customer complaints - social media conversations - product reviews

16. Disadvantages of A/B Testing
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

17. Sentiment Classification - Aggregate Level
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Based on overall sentiment expressed assumes each opinion focuses on a single object
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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

18. Mobile Takeover Ads
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
#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:

19. What is Social Media?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

20. How to address the social media ROI challenge?
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Run a Marketing Campaign & Track the Results
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

21. Dominant Players in Online Display Ads
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

22. Multivariate Testing
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

23. SO LO MO Marketing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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:
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

24. How to augment actionable insights through web analytics?
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Run a Marketing Campaign & Track the Results
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Clickstream data - data about customer's online behavior determined from their sequence of clicks

25. What is the reason for liking on social media sites?
#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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

26. Why Should Marketers Care About Social Media?
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
Allocating biggest component to search ads (50%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

27. Sentiment Analyses
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Run a Marketing Campaign & Track the Results
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

28. Buzz
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
Awareness/Engagement - which may lead to sales
Quantify activity and trends - ex: how many followers

29. RWD
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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

30. Best Source of CI Data
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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

31. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
User generated content - users are creators - commenters - spectators - and in-actives
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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

32. UGC
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
User generated content - users are creators - commenters - spectators - and in-actives

33. Challenges of Trying to Implement Social Media
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#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:
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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

34. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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

35. Social Media Lessons
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#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

36. Social Media Platforms User Rankings
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

37. Sentiment Classification - Individual Sentence Level
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Each sentence is classified by subjectivity and sentiment
#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:
Clickstream data - data about customer's online behavior determined from their sequence of clicks

38. A/B Testing
Identify connections of influence as well as the biggest sources of influence
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
1/3

39. Why market on Twitter?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
500 million+ users - top 10 most visited website

40. Advantages of A/B Testing

41. Mobile Geofencing Ads
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
Target consumers based on proximity
Identify connections of influence as well as the biggest sources of influence
Each sentence is classified by subjectivity and sentiment

42. Why market on Pintrest?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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: 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

43. What does online PR entail?
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
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

44. Text Mining
Based on overall sentiment expressed assumes each opinion focuses on a single object
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facts and opinions - opinion mining is much more complicated than factual mining

45. Disadvantages of Multivariate 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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Online press releases - blogger outreach - article syndication - company blog

46. Steps to marketing on facebook
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
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

47. Growth in Marketing on Digital Platforms
Run a Marketing Campaign & Track the Results
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

48. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

49. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

50. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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