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. A/B Testing
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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

2. How are online display ads different from paid search?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

3. Proportion of Time People Spend Online
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

4. Sentiment Classification - Individual Sentence Level
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Each sentence is classified by subjectivity and sentiment
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

5. How are mobile marketers spending their money?
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

6. Unconventional Uses for Social Media
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
#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

7. Advantages of Multivariate Testing

8. Why market on Twitter?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
500 million+ users - top 10 most visited website
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

9. What % of Online Content is Images?
Facts and opinions - opinion mining is much more complicated than factual mining
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
1/3

10. Most Commonly Used Web Analytics?

11. 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Quantify activity and trends - ex: how many followers
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

12. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Examine the content in online conversations to identify themes - sentiments - moods...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
#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

13. Steps to marketing on facebook
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
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

14. Two Approaches to Mobile Marketing
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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

15. Mobile Geofencing Ads
Run a Marketing Campaign & Track the Results
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
Target consumers based on proximity

16. How to augment actionable insights through web analytics?
Allocating biggest component to search ads (50%)
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Online press releases - blogger outreach - article syndication - company blog

17. Challenges of Trying to Implement Social Media
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:
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

18. UGC
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
User generated content - users are creators - commenters - spectators - and in-actives

19. What does online PR entail?
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Quantify activity and trends - ex: how many followers
User generated content - users are creators - commenters - spectators - and in-actives
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

20. Business Outcomes
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Increase revenue - decrease cost - increase customer satisfaction/loyalty

21. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Quantify activity and trends - ex: how many followers

22. Facebook Ad Options
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

23. Why Should Marketers Care About Social Media?
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Identify connections of influence as well as the biggest sources of influence

24. Why market on Pintrest?
User generated content - users are creators - commenters - spectators - and in-actives
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

25. Mobile Ads in Unfamiliar Places
Clickstream data - data about customer's online behavior determined from their sequence of clicks
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

26. Disadvantages of Multivariate Testing
Based on overall sentiment expressed assumes each opinion focuses on a single object
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Increase revenue - decrease cost - increase customer satisfaction/loyalty

27. Social Media Metrics
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Identify connections of influence as well as the biggest sources of influence
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

28. How to address the social media ROI challenge?
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
1/3
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Run a Marketing Campaign & Track the Results

29. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
Identify connections of influence as well as the biggest sources of influence
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

30. How to deal with negative conversations?
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

31. Ways to execute online PR
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1/3
Online press releases - blogger outreach - article syndication - company blog
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

32. Sentiment Classification - Aggregate Level
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Based on overall sentiment expressed assumes each opinion focuses on a single object

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

34. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Target consumers based on proximity
Based on overall sentiment expressed assumes each opinion focuses on a single object

35. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Allocating biggest component to search ads (50%)
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

36. US Ad Spending Percentages
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome

37. 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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

38. Average Costs for Advertising on Different Platforms
Increase revenue - decrease cost - increase customer satisfaction/loyalty
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

39. Advantages of A/B Testing

40. 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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
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

41. What is the reason for liking on social media sites?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Each sentence is classified by subjectivity and sentiment

42. Sentiment Analyses
1/3
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

43. Sources of Unsolicited Customer Feedback
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Examine the content in online conversations to identify themes - sentiments - moods...
Customer complaints - social media conversations - product reviews

44. Text Analytics
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
Target consumers based on proximity
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Examine the content in online conversations to identify themes - sentiments - moods...

45. SO LO MO Marketing
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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

46. What to test on websites?
Examine the content in online conversations to identify themes - sentiments - moods...
Quantify activity and trends - ex: how many followers
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

47. Difference Between Personal Networks and Professional Networks
Facts and opinions - opinion mining is much more complicated than factual mining
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Based on overall sentiment expressed assumes each opinion focuses on a single object

48. Text Mining
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Facts and opinions - opinion mining is much more complicated than factual mining
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

49. Buzz
Awareness/Engagement - which may lead to sales
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

50. Who is an affiliate?
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment