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. Most Commonly Used Web Analytics?

2. Why Should Marketers Care About Social Media?
Examine the content in online conversations to identify themes - sentiments - moods...
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
Based on overall sentiment expressed assumes each opinion focuses on a single object
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

3. Advantages of A/B Testing

4. Descriptive Statistics
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Allocating biggest component to search ads (50%)
Quantify activity and trends - ex: how many followers

5. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Customer complaints - social media conversations - product reviews

6. Proportion of Time People Spend Online
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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

7. What to test on websites?
#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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Quantify activity and trends - ex: how many followers

8. Business Outcomes
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

9. Sources of Unsolicited Customer Feedback
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
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

10. Steps to marketing on facebook
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Examine the content in online conversations to identify themes - sentiments - moods...

11. Why market on Pintrest?
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Allocating biggest component to search ads (50%)
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
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

12. Sentiment Analyses
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1/3
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

13. Disadvantages of Multivariate Testing
Examine the content in online conversations to identify themes - sentiments - moods...
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

14. Mobile Takeover Ads
Based on overall sentiment expressed assumes each opinion focuses on a single object
Increase revenue - decrease cost - increase customer satisfaction/loyalty
#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
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

15. What is the reason for liking on social media sites?
Identify connections of influence as well as the biggest sources of influence
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

16. What % of Online Content is Images?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
1/3

17. How to address the social media ROI challenge?
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Run a Marketing Campaign & Track the Results

18. Sentiment Classification - Individual Sentence Level
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
500 million+ users - top 10 most visited website
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Each sentence is classified by subjectivity and sentiment

19. Social Network Analyses
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Run a Marketing Campaign & Track the Results
Identify connections of influence as well as the biggest sources of influence
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

20. What does online PR entail?
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facts and opinions - opinion mining is much more complicated than factual mining
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

21. 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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
1/3

22. Text Analytics
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Examine the content in online conversations to identify themes - sentiments - moods...
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

23. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
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: 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

24. Average Costs for Advertising on Different Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Each sentence is classified by subjectivity and sentiment
Allocating biggest component to search ads (50%)
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

25. F - S - H - O - T
#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
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

26. How are online display ads different from paid search?
1/3
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

27. A/B Testing
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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

28. How are mobile marketers spending their money?
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. What is Social Media?
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Identify connections of influence as well as the biggest sources of influence

30. Sentiment Classification - Aggregate Level
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Customer complaints - social media conversations - product reviews
Each sentence is classified by subjectivity and sentiment
Based on overall sentiment expressed assumes each opinion focuses on a single object

31. Social Media Platforms User Rankings
Examine the content in online conversations to identify themes - sentiments - moods...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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

32. Text Mining
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Quantify activity and trends - ex: how many followers
Facts and opinions - opinion mining is much more complicated than factual mining

33. Sources of CI
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
Examine the content in online conversations to identify themes - sentiments - moods...
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

34. Mobile Geofencing Ads
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
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
Target consumers based on proximity

35. How are affiliates compensated?
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
Based on overall sentiment expressed assumes each opinion focuses on a single object
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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

36. Why market on Facebook?
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

37. Growth in Marketing on Digital Platforms
Online press releases - blogger outreach - article syndication - company blog
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%)
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

38. Buzz
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Awareness/Engagement - which may lead to sales
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

39. Advantages of Multivariate Testing

40. 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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Customer complaints - social media conversations - product reviews

41. Dominant Players in Online Display Ads
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Facts and opinions - opinion mining is much more complicated than factual mining
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

42. US Ad Spending Percentages
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Based on overall sentiment expressed assumes each opinion focuses on a single object

43. Social Media Metrics
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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

44. Disadvantages of A/B Testing
Target consumers based on proximity
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
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

45. Unconventional Uses for Social Media
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
1/3
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

46. Social Media Lessons
#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
Quantify activity and trends - ex: how many followers
Each sentence is classified by subjectivity and sentiment
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

47. Best Source of CI Data
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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

48. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
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%)

49. Two Approaches to Mobile Marketing
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Based on overall sentiment expressed assumes each opinion focuses on a single object
Build a dedicated website for mobile - develop your website employing RWD
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

50. Ways to execute online PR
500 million+ users - top 10 most visited website
Online press releases - blogger outreach - article syndication - company blog
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data