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. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

2. Why market on Facebook?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

3. Facebook Ad Options
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Each sentence is classified by subjectivity and sentiment
Awareness/Engagement - which may lead to sales

4. Most Commonly Used Web Analytics?

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5. Best Source of CI Data
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
#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:
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Each sentence is classified by subjectivity and sentiment

6. 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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

7. Who is an affiliate?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

8. Multivariate Testing
Quantify activity and trends - ex: how many followers
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

9. Text Mining
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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: 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

10. Advantages of A/B Testing

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11. Approaches to Affiliate Marketing
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
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. Social Media Metrics
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Clickstream data - data about customer's online behavior determined from their sequence of clicks

13. Disadvantages of Multivariate Testing
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Based on overall sentiment expressed assumes each opinion focuses on a single object
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

14. What is Social Media?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#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...
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

15. Steps to marketing on facebook
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion 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
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

16. Two Approaches to Mobile Marketing
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Build a dedicated website for mobile - develop your website employing RWD
Quantify activity and trends - ex: how many followers

17. Social Network Analyses
#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:
Identify connections of influence as well as the biggest sources of influence
Build a dedicated website for mobile - develop your website employing RWD
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

18. Sentiment Analyses
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

19. A/B Testing
#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
User generated content - users are creators - commenters - spectators - and in-actives
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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

20. Why Should Marketers Care About Social Media?
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1/3

21. What to test on websites?
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
Customer complaints - social media conversations - product reviews
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
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

22. Mobile Geofencing Ads
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
Target consumers based on proximity
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Each sentence is classified by subjectivity and sentiment

23. Sources of CI
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
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

24. What is the reason for liking on social media sites?
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Examine the content in online conversations to identify themes - sentiments - moods...
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

25. Sentiment Classification - Aggregate Level
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Based on overall sentiment expressed assumes each opinion focuses on a single object
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 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

26. How to augment actionable insights through web analytics?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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
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

27. Descriptive Statistics
Target consumers based on proximity
Quantify activity and trends - ex: how many followers
Examine the content in online conversations to identify themes - sentiments - moods...
Identify connections of influence as well as the biggest sources of influence

28. Average Costs for Advertising on Different Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
#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:
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%)

29. Sentiment Classification - Individual Sentence Level
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Each sentence is classified by subjectivity and sentiment
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

30. Social Media Lessons
1/3
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

31. Buzz
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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

32. Sources of Unsolicited Customer Feedback
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Customer complaints - social media conversations - product reviews
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

33. What does online PR entail?
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
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
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

34. 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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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

35. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Examine the content in online conversations to identify themes - sentiments - moods...
Each sentence is classified by subjectivity and sentiment

36. Social Media Platforms User Rankings
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

37. Why market on Twitter?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
500 million+ users - top 10 most visited website
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

38. What % of Online Content is Images?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1/3
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
Identify connections of influence as well as the biggest sources of influence

39. Why market on Pintrest?
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Target consumers based on proximity
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

40. How are affiliates compensated?
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
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

41. Ways to execute online PR
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
Online press releases - blogger outreach - article syndication - company blog
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

42. Growth in Marketing on Digital Platforms
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

43. SO LO MO 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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Build a dedicated website for mobile - develop your website employing RWD
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

44. 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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

45. Unconventional Uses for Social Media
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
Examine the content in online conversations to identify themes - sentiments - moods...
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

46. Competitive Intelligence (CI)
Allocating biggest component to search ads (50%)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

47. RWD
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
500 million+ users - top 10 most visited website
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

48. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

49. How are online display ads different from paid search?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

50. Disadvantages of A/B Testing
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data