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. Text Mining
500 million+ users - top 10 most visited website
Facts and opinions - opinion mining is much more complicated than factual mining
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

2. Average Costs for Advertising on Different Platforms
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Online press releases - blogger outreach - article syndication - company blog
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

3. Social Media Metrics
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Run a Marketing Campaign & Track the Results

4. Sources of Unsolicited Customer Feedback
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
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

5. How are affiliates compensated?
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
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. Ways to execute online PR
Online press releases - blogger outreach - article syndication - company blog
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: 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

7. Why market on Facebook?
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

8. Proportion of Time People Spend Online
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
#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
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

9. Sentiment Classification - Aggregate Level
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
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

10. Why market on Pintrest?
Allocating biggest component to search ads (50%)
#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 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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

11. Business Outcomes
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

12. Multivariate Testing
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

13. Descriptive Statistics
Quantify activity and trends - ex: how many followers
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

14. Types of Activities that a Social Media Strategy is Built Around?
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Target consumers based on proximity

15. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

16. SO LO MO Marketing
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Examine the content in online conversations to identify themes - sentiments - moods...

17. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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

18. Social Network Analyses
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

19. F - S - H - O - T
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
Awareness/Engagement - which may lead to sales
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

20. Dominant Players in Online Display Ads
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

21. Advantages of A/B Testing

22. Why Should Marketers Care About Social Media?
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
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
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

23. Best Source of CI Data
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

24. What is the reason for liking on social media sites?
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

25. How are online display ads different from paid search?
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
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

26. RWD
Online press releases - blogger outreach - article syndication - company blog
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
User generated content - users are creators - commenters - spectators - and in-actives
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

27. Disadvantages of A/B Testing
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: 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:
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

28. 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
Target consumers based on proximity
Each sentence is classified by subjectivity and sentiment
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

29. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

30. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Examine the content in online conversations to identify themes - sentiments - moods...
Allocating biggest component to search ads (50%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

31. What is Social Media?
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

32. Approaches to Affiliate Marketing
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

33. Social Media Lessons
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Customer complaints - social media conversations - product reviews
#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

34. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
1/3
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

35. How are mobile marketers spending their money?
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
Examine the content in online conversations to identify themes - sentiments - moods...
Customer complaints - social media conversations - product reviews
Allocating biggest component to search ads (50%)

36. Most Commonly Used Web Analytics?

37. 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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
Allocating biggest component to search ads (50%)

38. Mobile Geofencing Ads
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Target consumers based on proximity
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

39. 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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
User generated content - users are creators - commenters - spectators - and in-actives

40. UGC
Allocating biggest component to search ads (50%)
Identify connections of influence as well as the biggest sources of influence
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
User generated content - users are creators - commenters - spectators - and in-actives

41. Sentiment Classification - Individual Sentence Level
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
Each sentence is classified by subjectivity and sentiment
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

42. Sources of CI
Quantify activity and trends - ex: how many followers
Online press releases - blogger outreach - article syndication - company blog
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

43. Buzz
Awareness/Engagement - which may lead to sales
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Allocating biggest component to search ads (50%)
Quantify activity and trends - ex: how many followers

44. Advantages of Multivariate Testing

45. Growth in Marketing on Digital Platforms
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Online press releases - blogger outreach - article syndication - company blog

46. Why market on Twitter?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
500 million+ users - top 10 most visited website
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

47. US Ad Spending Percentages
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
1/3
#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

48. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Each sentence is classified by subjectivity and sentiment

49. Text Analytics
Examine the content in online conversations to identify themes - sentiments - moods...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

50. What % of Online Content is Images?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
Examine the content in online conversations to identify themes - sentiments - moods...
1/3