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. Average Costs for Advertising on Different Platforms
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

2. How to address the social media ROI challenge?
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
Run a Marketing Campaign & Track the Results
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

3. 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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Run a Marketing Campaign & Track the Results

4. Mobile Ads in Unfamiliar Places
Allocating biggest component to search ads (50%)
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Quantify activity and trends - ex: how many followers
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

5. How are mobile marketers spending their money?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Allocating biggest component to search ads (50%)
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

6. Difference Between Personal Networks and Professional Networks
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Each sentence is classified by subjectivity and sentiment

7. Who is an affiliate?
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Each sentence is classified by subjectivity and sentiment
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

8. Why Should Marketers Care About Social Media?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
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

9. Advantages of A/B Testing

10. UGC
User generated content - users are creators - commenters - spectators - and in-actives
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

11. Why market on Twitter?
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
Online press releases - blogger outreach - article syndication - company blog
Awareness/Engagement - which may lead to sales
500 million+ users - top 10 most visited website

12. What is the reason for liking on social media sites?
Target consumers based on proximity
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

13. How are affiliates compensated?
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Awareness/Engagement - which may lead to sales
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

14. US Ad Spending Percentages
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

15. 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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

16. 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%)
Based on overall sentiment expressed assumes each opinion focuses on a single object
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

17. Challenges of Trying to Implement Social Media
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Examine the content in online conversations to identify themes - sentiments - moods...
#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:
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

18. Why market on Facebook?
500 million+ users - top 10 most visited website
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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

19. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

20. Why market on Pintrest?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
500 million+ users - top 10 most visited website
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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

21. Steps to marketing on facebook
Allocating biggest component to search ads (50%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Quantify activity and trends - ex: how many followers
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

22. Text Analytics
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Examine the content in online conversations to identify themes - sentiments - moods...
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
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

23. RWD
Facts and opinions - opinion mining is much more complicated than factual mining
#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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

24. Disadvantages of A/B Testing
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

25. Social Network Analyses
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Build a dedicated website for mobile - develop your website employing 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
Identify connections of influence as well as the biggest sources of influence

26. Social Media Platforms User Rankings
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
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

27. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

28. Types of Activities that a Social Media Strategy is Built Around?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Customer complaints - social media conversations - product reviews
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

29. F - S - H - O - T
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

30. Business Outcomes
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

31. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Customer complaints - social media conversations - product reviews

32. Descriptive Statistics
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Quantify activity and trends - ex: how many followers

33. Disadvantages of Multivariate Testing
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

34. Mobile Geofencing Ads
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
Target consumers based on proximity
Customer complaints - social media conversations - product reviews
Run a Marketing Campaign & Track the Results

35. Sources of Unsolicited Customer Feedback
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
Customer complaints - social media conversations - product reviews
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

36. Advantages of Multivariate Testing

37. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
#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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Clickstream data - data about customer's online behavior determined from their sequence of clicks

38. Approaches to Affiliate Marketing
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
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: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

39. Buzz
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
Awareness/Engagement - which may lead to sales

40. Growth in Marketing on Digital Platforms
#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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Online press releases - blogger outreach - article syndication - company blog
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

41. Social Media Metrics
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

42. 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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Examine the content in online conversations to identify themes - sentiments - moods...

43. SO LO MO Marketing
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

44. A/B Testing
Customer complaints - social media conversations - product reviews
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

45. Social Media Lessons
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to 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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

46. How to deal with negative conversations?
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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
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

47. Facebook Ad Options
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
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

48. Unconventional Uses for Social Media
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

49. What % of Online Content is Images?
1/3
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

50. Sentiment Analyses
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites