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. Unconventional Uses for Social Media
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
#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
Run a Marketing Campaign & Track the Results
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

2. Most Commonly Used Web Analytics?

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3. Descriptive Statistics
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Quantify activity and trends - ex: how many followers

4. Sources of Unsolicited Customer Feedback
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
Customer complaints - social media conversations - product reviews
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
Facts and opinions - opinion mining is much more complicated than factual mining

5. Social Media Platforms User Rankings
Identify connections of influence as well as the biggest sources of influence
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

6. Types of Activities that a Social Media Strategy is Built Around?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

7. Why Should Marketers Care About Social Media?
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
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

8. Social Media Metrics
1/3
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

9. Text Mining
Facts and opinions - opinion mining is much more complicated than factual mining
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Quantify activity and trends - ex: how many followers
#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

10. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine 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
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

11. Why market on Twitter?
Online press releases - blogger outreach - article syndication - company blog
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
500 million+ users - top 10 most visited website

12. What does online PR entail?
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Allocating biggest component to search ads (50%)
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

13. Buzz
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Awareness/Engagement - which may lead to sales
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

14. 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
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

15. Proportion of Time People Spend Online
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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

16. 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%)
Facts and opinions - opinion mining is much more complicated than factual mining
User generated content - users are creators - commenters - spectators - and in-actives
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

17. Text Analytics
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Customer complaints - social media conversations - product reviews
Target consumers based on proximity
Examine the content in online conversations to identify themes - sentiments - moods...

18. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to 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
User generated content - users are creators - commenters - spectators - and in-actives

19. Advantages of A/B Testing

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20. How to deal with negative conversations?
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
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

21. 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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

22. Competitive Intelligence (CI)
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

23. 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
Run a Marketing Campaign & Track the Results
#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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

24. How are mobile marketers spending their money?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)

25. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Online press releases - blogger outreach - article syndication - company blog
Based on overall sentiment expressed assumes each opinion focuses on a single object

26. Multivariate Testing
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Build a dedicated website for mobile - develop your website employing RWD
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

27. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
Allocating biggest component to search ads (50%)
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

28. Who is an affiliate?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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%)
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

29. Average Costs for Advertising on Different Platforms
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
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
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

30. Facebook Ad Options
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
Run a Marketing Campaign & Track the Results
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

31. 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%)
Identify connections of influence as well as the biggest sources of influence
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

32. Mobile Takeover Ads
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Awareness/Engagement - which may lead to sales

33. UGC
User generated content - users are creators - commenters - spectators - and in-actives
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Run a Marketing Campaign & Track the Results
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

34. RWD
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
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

35. US Ad Spending Percentages
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Run a Marketing Campaign & Track the Results
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

36. Mobile Geofencing 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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Target consumers based on proximity

37. What to test on websites?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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
User generated content - users are creators - commenters - spectators - and in-actives

38. Advantages of Multivariate Testing

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39. 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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

40. Sentiment Analyses
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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

41. How to augment actionable insights through web analytics?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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

42. Best Source of CI Data
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

43. What is Social Media?
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
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
Facts and opinions - opinion mining is much more complicated than factual mining
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

44. Business Outcomes
Awareness/Engagement - which may lead to sales
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Target consumers based on proximity

45. Challenges of Trying to Implement Social Media
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
User generated content - users are creators - commenters - spectators - and in-actives
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:

46. Sentiment Classification - Aggregate Level
Target consumers based on proximity
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Based on overall sentiment expressed assumes each opinion focuses on a single object

47. SO LO MO Marketing
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Customer complaints - social media conversations - product reviews

48. Steps to marketing on facebook
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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: 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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

49. Why market on Facebook?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Allocating biggest component to search ads (50%)
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

50. Difference Between Personal Networks and Professional Networks
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Identify connections of influence as well as the biggest sources of influence
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested