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. Why Should Marketers Care About Social Media?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

2. Disadvantages of A/B Testing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Clickstream data - data about customer's online behavior determined from their sequence of clicks
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

3. Ways to execute online PR
Online press releases - blogger outreach - article syndication - company blog
Build a dedicated website for mobile - develop your website employing RWD
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#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

4. Best Source of CI Data
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Each sentence is classified by subjectivity and sentiment
Online press releases - blogger outreach - article syndication - company blog

5. Sentiment Analyses
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

6. Text Analytics
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Examine the content in online conversations to identify themes - sentiments - moods...
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

7. What to test on websites?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
User generated content - users are creators - commenters - spectators - and in-actives
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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

8. 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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

9. Social Media Metrics
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Target consumers based on proximity
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

10. Unconventional Uses for Social Media
Build a dedicated website for mobile - develop your website employing RWD
#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:
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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

11. Why market on Pintrest?
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B 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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

12. Why market on Facebook?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

13. Sentiment Classification - Individual Sentence Level
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Each sentence is classified by subjectivity and sentiment

14. Average Costs for Advertising on Different Platforms
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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

15. Dominant Players in Online Display Ads
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

16. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#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

17. What does online PR entail?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
500 million+ users - top 10 most visited website

18. Facebook Ad Options
#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
Facts and opinions - opinion mining is much more complicated than factual mining
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

19. Mobile Geofencing Ads
Target consumers based on proximity
Identify connections of influence as well as the biggest sources of influence
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

20. Sources of CI
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Awareness/Engagement - which may lead to sales

21. Types of Activities that a Social Media Strategy is Built Around?
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
Online press releases - blogger outreach - article syndication - company blog
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

22. 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
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

23. Sentiment Classification - Aggregate Level
Based on overall sentiment expressed assumes each opinion focuses on a single object
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

24. Challenges of Trying to Implement Social Media
Clickstream data - data about customer's online behavior determined from their sequence of clicks
#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:
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
Each sentence is classified by subjectivity and sentiment

25. Sources of Unsolicited Customer Feedback
User generated content - users are creators - commenters - spectators - and in-actives
Customer complaints - social media conversations - product reviews
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1/3

26. Steps to marketing on facebook
Facts and opinions - opinion mining is much more complicated than factual mining
Each sentence is classified by subjectivity and sentiment
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
Quantify activity and trends - ex: how many followers

27. Growth in Marketing on Digital Platforms
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

28. Why market on Twitter?
500 million+ users - top 10 most visited website
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

29. Advantages of A/B Testing

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30. Buzz
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
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

31. Descriptive Statistics
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Quantify activity and trends - ex: how many followers
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Awareness/Engagement - which may lead to sales

32. What % of Online Content is Images?
Allocating biggest component to search ads (50%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Facts and opinions - opinion mining is much more complicated than factual mining
1/3

33. What is the reason for liking on social media sites?
Based on overall sentiment expressed assumes each opinion focuses on a single object
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Run a Marketing Campaign & Track the Results

34. Competitive Intelligence (CI)
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Identify connections of influence as well as the biggest sources of influence
Customer complaints - social media conversations - product reviews

35. F - S - H - O - T
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

36. UGC
Clickstream data - data about customer's online behavior determined from their sequence of clicks
User generated content - users are creators - commenters - spectators - and in-actives
Identify connections of influence as well as the biggest sources of influence
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

37. How are online display ads different from paid search?
Build a dedicated website for mobile - develop your website employing RWD
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

38. How to deal with negative conversations?
Awareness/Engagement - which may lead to sales
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Increase revenue - decrease cost - increase customer satisfaction/loyalty

39. Text Mining
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
#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

40. Disadvantages of Multivariate Testing
#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:
Awareness/Engagement - which may lead to sales
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

41. Two Approaches to Mobile Marketing
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Build a dedicated website for mobile - develop your website employing RWD
Allocating biggest component to search ads (50%)

42. How to augment actionable insights through web analytics?
Identify connections of influence as well as the biggest sources of influence
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

43. 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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Facts and opinions - opinion mining is much more complicated than factual mining

44. Social Network Analyses
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
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
Identify connections of influence as well as the biggest sources of influence

45. How are affiliates compensated?
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5

46. Advantages of Multivariate Testing

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47. Proportion of Time People Spend Online
Target consumers based on proximity
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

48. US Ad Spending Percentages
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
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

49. RWD
500 million+ users - top 10 most visited website
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Awareness/Engagement - which may lead to sales
Build a dedicated website for mobile - develop your website employing RWD

50. How to address the social media ROI challenge?
Online press releases - blogger outreach - article syndication - company blog
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Run a Marketing Campaign & Track the Results
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