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. 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Customer complaints - social media conversations - product reviews

2. Challenges of Trying to Implement Social Media
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
#1: 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:

3. How to deal with negative conversations?
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

4. What to test on websites?
Facts and opinions - opinion mining is much more complicated than factual mining
Allocating biggest component to search ads (50%)
500 million+ users - top 10 most visited website
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

5. Sentiment 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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Based on overall sentiment expressed assumes each opinion focuses on a single object
Build a dedicated website for mobile - develop your website employing RWD

6. Types of Activities that a Social Media Strategy is Built Around?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Awareness/Engagement - which may lead to sales
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

7. Sources of Unsolicited Customer Feedback
Customer complaints - social media conversations - product reviews
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

8. Average Costs for Advertising on Different Platforms
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Target consumers based on proximity
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

9. Approaches to Affiliate Marketing
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

10. Text Analytics
#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:
Examine the content in online conversations to identify themes - sentiments - moods...
Facts and opinions - opinion mining is much more complicated than factual mining
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

11. Mobile Geofencing Ads
Target consumers based on proximity
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
Each sentence is classified by subjectivity and sentiment
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. Steps to marketing on facebook
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
Build a dedicated website for mobile - develop your website employing RWD
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
#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:

13. How are online display ads different from paid search?
Customer complaints - social media conversations - product reviews
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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

14. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Facts and opinions - opinion mining is much more complicated than factual mining
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

15. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

16. What is the reason for liking on social media sites?
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

17. How to augment actionable insights through web analytics?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Customer complaints - social media conversations - product reviews
Based on overall sentiment expressed assumes each opinion focuses on a single object

18. Why market on Twitter?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
500 million+ users - top 10 most visited website
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

19. Why Should Marketers Care About Social Media?
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: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Customer complaints - social media conversations - product reviews

20. Social Media Metrics
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Build a dedicated website for mobile - develop your website employing RWD

21. UGC
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

22. Best Source of CI Data
Each sentence is classified by subjectivity and sentiment
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

23. Sentiment Classification - Individual Sentence Level
#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
Based on overall sentiment expressed assumes each opinion focuses on a single object
Each sentence is classified by subjectivity and sentiment

24. 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
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

25. Difference Between Personal Networks and Professional Networks
Quantify activity and trends - ex: how many followers
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

26. SO LO MO Marketing
1/3
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Quantify activity and trends - ex: how many followers

27. Why market on Pintrest?
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
Online press releases - blogger outreach - article syndication - company blog
Build a dedicated website for mobile - develop your website employing RWD
Increase revenue - decrease cost - increase customer satisfaction/loyalty

28. 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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

29. Most Commonly Used Web Analytics?

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

30. Who is an affiliate?
#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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

31. Mobile Ads in Unfamiliar Places
Facts and opinions - opinion mining is much more complicated than factual mining
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

32. Multivariate Testing
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

33. Social Media Lessons
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
#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. How are affiliates compensated?
Quantify activity and trends - ex: how many followers
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

35. RWD
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Run a Marketing Campaign & Track the Results

36. 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
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
Online press releases - blogger outreach - article syndication - company blog

37. Buzz
Awareness/Engagement - which may lead to sales
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

38. Dominant Players in Online Display Ads
Run a Marketing Campaign & Track the Results
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

39. Proportion of Time People Spend Online
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

40. Why market on Facebook?
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
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

41. Text Mining
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Facts and opinions - opinion mining is much more complicated than factual mining
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

42. Sentiment Classification - Aggregate Level
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
Identify connections of influence as well as the biggest sources of influence
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Based on overall sentiment expressed assumes each opinion focuses on a single object

43. Disadvantages of Multivariate Testing
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome

44. Descriptive Statistics
Quantify activity and trends - ex: how many followers
Customer complaints - social media conversations - product reviews
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

45. Sources of CI
Allocating biggest component to search ads (50%)
Build a dedicated website for mobile - develop your website employing RWD
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

46. Growth in Marketing on Digital Platforms
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
#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

47. Advantages of Multivariate Testing

Warning: Invalid argument supplied for foreach() in /var/www/html/basicversity.com/show_quiz.php on line 183

48. Disadvantages of A/B Testing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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

49. US Ad Spending Percentages
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

50. What does online PR entail?
Awareness/Engagement - which may lead to sales
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages