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. Social Media Platforms User Rankings
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

2. What is Social Media?
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Facts and opinions - opinion mining is much more complicated than factual mining
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

3. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
500 million+ users - top 10 most visited website
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

4. Dominant Players in Online Display Ads
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#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

5. Buzz
Customer complaints - social media conversations - product reviews
Awareness/Engagement - which may lead to sales
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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

6. Most Commonly Used Web Analytics?

7. Who is an affiliate?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
User generated content - users are creators - commenters - spectators - and in-actives

8. Approaches to Affiliate Marketing
Allocating biggest component to search ads (50%)
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

9. Competitive Intelligence (CI)
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Run a Marketing Campaign & Track the Results

10. Difference Between Personal Networks and Professional Networks
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Each sentence is classified by subjectivity and sentiment
Examine the content in online conversations to identify themes - sentiments - moods...
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

11. Best Source of CI 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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Each sentence is classified by subjectivity and sentiment
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

12. Social Media Lessons
#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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

13. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
500 million+ users - top 10 most visited website
1/3
Identify connections of influence as well as the biggest sources of influence

14. Average Costs for Advertising on Different Platforms
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

15. What % of Online Content is Images?
User generated content - users are creators - commenters - spectators - and in-actives
1/3
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Customer complaints - social media conversations - product reviews

16. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Target consumers based on proximity
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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

17. 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
Facts and opinions - opinion mining is much more complicated than factual mining
Build a dedicated website for mobile - develop your website employing RWD
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

18. Disadvantages of Multivariate Testing
User generated content - users are creators - commenters - spectators - and in-actives
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

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

20. Multivariate Testing
1/3
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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

21. Why market on Facebook?
Run a Marketing Campaign & Track the Results
#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:
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

22. Text Analytics
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
Facts and opinions - opinion mining is much more complicated than factual mining
Examine the content in online conversations to identify themes - sentiments - moods...

23. Types of Activities that a Social Media Strategy is Built Around?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

24. Mobile Geofencing Ads
Target consumers based on proximity
User generated content - users are creators - commenters - spectators - and in-actives
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

25. Why market on Twitter?
500 million+ users - top 10 most visited website
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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

26. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Quantify activity and trends - ex: how many followers
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Each sentence is classified by subjectivity and sentiment

27. Sentiment Classification - Individual Sentence Level
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
Facts and opinions - opinion mining is much more complicated than factual mining
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

28. What to test on websites?
Quantify activity and trends - ex: how many followers
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
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

29. Descriptive Statistics
1/3
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Quantify activity and trends - ex: how many followers

30. SO LO MO Marketing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Increase revenue - decrease cost - increase customer satisfaction/loyalty

31. Two Approaches to Mobile Marketing
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
Build a dedicated website for mobile - develop your website employing RWD
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

32. Unconventional Uses for Social Media
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1/3

33. Disadvantages of A/B Testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Facts and opinions - opinion mining is much more complicated than factual mining
Run a Marketing Campaign & Track the Results
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

34. Advantages of Multivariate Testing

35. Facebook Ad Options
Quantify activity and trends - ex: how many followers
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#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

36. What does online PR entail?
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
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
Build a dedicated website for mobile - develop your website employing RWD
Customer complaints - social media conversations - product reviews

37. Social Network Analyses
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Allocating biggest component to search ads (50%)
Identify connections of influence as well as the biggest sources of influence
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

38. Why Should Marketers Care About Social Media?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Target consumers based on proximity
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights

39. Mobile Ads in Unfamiliar Places
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
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

40. How to deal with negative conversations?
Run a Marketing Campaign & Track the Results
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

41. Why market on Pintrest?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Build a dedicated website for mobile - develop your website employing RWD
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

42. Ways to execute online PR
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%)
Online press releases - blogger outreach - article syndication - company blog
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

43. Text Mining
Examine the content in online conversations to identify themes - sentiments - moods...
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facts and opinions - opinion mining is much more complicated than factual mining
Awareness/Engagement - which may lead to sales

44. A/B Testing
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Run a Marketing Campaign & Track the Results

45. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

46. Advantages of A/B Testing

47. 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
Awareness/Engagement - which may lead to sales
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Each sentence is classified by subjectivity and sentiment

48. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
User generated content - users are creators - commenters - spectators - and in-actives

49. Sources of Unsolicited Customer Feedback
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
Customer complaints - social media conversations - product reviews
Based on overall sentiment expressed assumes each opinion focuses on a single object
Increase revenue - decrease cost - increase customer satisfaction/loyalty

50. Mobile Takeover Ads
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
User generated content - users are creators - commenters - spectators - and in-actives
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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