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. Why market on Twitter?
500 million+ users - top 10 most visited website
Target consumers based on proximity
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

2. Approaches to Affiliate Marketing
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Facts and opinions - opinion mining is much more complicated than factual mining

3. Descriptive Statistics
Quantify activity and trends - ex: how many followers
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
1/3
Build a dedicated website for mobile - develop your website employing RWD

4. Advantages of Multivariate Testing

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5. Sentiment Classification - Individual Sentence Level
500 million+ users - top 10 most visited website
Each sentence is classified by subjectivity and sentiment
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Build a dedicated website for mobile - develop your website employing RWD

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

7. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
1/3
Run a Marketing Campaign & Track the Results
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

8. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Based on overall sentiment expressed assumes each opinion focuses on a single object
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

9. 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
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
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
Examine the content in online conversations to identify themes - sentiments - moods...

10. Proportion of Time People Spend Online
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)

11. How to augment actionable insights through web analytics?
Facts and opinions - opinion mining is much more complicated than factual mining
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

12. Mobile Geofencing Ads
Target consumers based on proximity
#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:
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
Online press releases - blogger outreach - article syndication - company blog

13. Social Media Lessons
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Examine the content in online conversations to identify themes - sentiments - moods...
#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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

14. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
Build a dedicated website for mobile - develop your website employing RWD

15. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Facts and opinions - opinion mining is much more complicated than factual mining
Run a Marketing Campaign & Track the Results
Online press releases - blogger outreach - article syndication - company blog

16. Sources of Unsolicited Customer Feedback
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Customer complaints - social media conversations - product reviews
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

17. Types of Activities that a Social Media Strategy is Built Around?
Allocating biggest component to search ads (50%)
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Based on overall sentiment expressed assumes each opinion focuses on a single object
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

18. US Ad Spending Percentages
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

19. Most Commonly Used Web Analytics?

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20. Why market on Pintrest?
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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. Average Costs for Advertising on Different Platforms
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
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Customer complaints - social media conversations - product reviews
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

22. Ways to execute online PR
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Online press releases - blogger outreach - article syndication - company blog

23. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
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
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

24. How are online display ads different from paid search?
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

25. Social Media Metrics
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

26. A/B Testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Quantify activity and trends - ex: how many followers
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

27. Who is an affiliate?
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

28. Buzz
Target consumers based on proximity
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Awareness/Engagement - which may lead to sales
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

29. How to deal with negative conversations?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - 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
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

30. Why Should Marketers Care About Social Media?
User generated content - users are creators - commenters - spectators - and in-actives
Based on overall sentiment expressed assumes each opinion focuses on a single object
Allocating biggest component to search ads (50%)
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

31. Text Analytics
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Examine the content in online conversations to identify themes - sentiments - moods...
Online press releases - blogger outreach - article syndication - company blog

32. Multivariate Testing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

33. What is the reason for liking on social media sites?
#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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

34. 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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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

35. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

36. SO LO MO Marketing
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
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

37. Disadvantages of Multivariate Testing
#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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

38. RWD
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Identify connections of influence as well as the biggest sources of influence

39. Advantages of A/B Testing

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40. Sentiment Analyses
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
User generated content - users are creators - commenters - spectators - and in-actives
Examine the content in online conversations to identify themes - sentiments - moods...
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

41. UGC
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
User generated content - users are creators - commenters - spectators - and in-actives
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
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

42. What does online PR entail?
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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

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

44. Difference Between Personal Networks and Professional Networks
Build a dedicated website for mobile - develop your website employing RWD
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

45. 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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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

46. How are affiliates compensated?
Run a Marketing Campaign & Track the Results
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
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

47. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Online press releases - blogger outreach - article syndication - company blog

48. What % of Online Content is Images?
1/3
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
500 million+ users - top 10 most visited website
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

49. Best Source of CI 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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

50. Mobile Ads in Unfamiliar Places
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads