Chapter 3 SmartBook
The ______ rate is the percentage of visitors or potential customers who take the action the marketer wanted them to take, such as making a purchase, downloading a report, or subscribing to a newsletter. continuity stickiness conversion bounce
conversion
Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as ___________.
crowdsourcing
The final step in the social media engagement process is known as the ______ stage. evaluate do analyze listen
do
A travel company launches a new app that makes the process of booking your next vacation into a game. This is best categorized as using social media to ______ the customer. engage educate give an experience to excite
excite
The total requests for a web page and are used as a measure of Internet traffic are called _____. hits click paths page views conversion rates
hits
After firms analyze the data they have accumulated, they must ______. gather information about customer habits listen to their customers implement what they have learned perform a sentiment analysis
implement what they have learned
The first stage of the social media engagement process is ________, which helps marketers determine their digital marketing objectives.
listen
The process by which a search engine determines the ranking of search results is called a(n) ______ search. organic corporate personal context
organic
What is the best definition of a blog? A type of media-sharing site An online journal enabling people to share their thoughts A website requiring a great deal of technical knowledge to create and use A site allowing only very short posts
An online journal enabling people to share their thoughts
Which are reasons why mobile marketing is increasingly important for marketers? (Choose every correct answer.) Mobile app downloads are growing. Consumers spend billions of dollars using apps. App functionality has plateaued, making supplemental marketing crucial. The majority of people who own smartphones make purchases on these devices.
Mobile app downloads are growing. Consumers spend billions of dollars using apps. The majority of people who own smartphones make purchases on these devices.
Social media marketing is used by marketers to accomplish which of the following? (Choose every correct answer.) Increase the efficiency of the supply chain Increase the price of the product or service offered Remind buyers about the brand and its benefits Communicate the value proposition of the brand
Remind buyers about the brand and its benefits Communicate the value proposition of the brand
Sal wants to create a vivid experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be the most useful to him? YouTube videos Blogs Outdoor billboards iTunes audio samples
YouTube videos
Ad-supported apps are free to download but are monetized through the use of ______. warnings watermarks purchases advertisements
advertisements
Freemium" and "paid" are examples of Blank______. app pricing models network effects context elements corporate blogs
app pricing models
The social-media equivalent of a personal journal or diary is called a(n) ______. blog social network organic search media-sharing site
blog
When site visitors leave the site almost as soon as they arrive, perhaps after viewing just one page, the marketing manager will be concerned with the -_____. conversion rate page view click path bounce rate
bounce rate
The outcome of social media that satisfies humans' innate need to connect with other people is known as the ________ effect. (Enter one word in the blank.)
connected
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her? A new target market A new ecommerce platform Search engine marketing (SEM) A call-to-action button
A call-to-action button
What is the best definition of dynamic in the term dynamic effect? Active and constantly changing Unpredictable and dangerous Simultaneously negative and positive Time-dependent and urgent
Active and constantly changing
What show how users move through, or navigate, the pages of a website?Conversion rates Page views Bounce rates Click paths
Click paths
Which of the following are examples of technologies that allow communication with customers? E-mail Live chat Instant messaging Search engine marketing (SEM)
E-mail Live chat Instant messaging
The concept of connection is most closely related to which of the 4Es? Engagement Experience Education Excitement
Engagement
Which of the 4Es explains why corporate blogs tolerate negative customer posts? Experience Excitement Engagement Education
Engagement
Which of the following is at the center of the Wheel of Social Media Engagement? Engagement Media Connection Society
Engagement
What are effective uses of corporate blogs? (Choose every correct answer.) Engaging customers through two-way dialog Creating excitement when discussing new products and promotions Limiting blog content to reflect only positive customer experiences. Educating customers about products and services
Engaging customers through two-way dialog Creating excitement when discussing new products and promotions Educating customers about products and services
What are examples of social media content that businesses can effectively leverage to excite customers? (Choose every correct answer.) Games based on a product or brand Mobile apps used to communicate personalized offers "Fake news" that appears on the company website Information on Facebook used to communicate deals
Games based on a product or brand Mobile apps used to communicate personalized offers Information on Facebook used to communicate deals
In general, what adjective best describes a site with a high bounce rate? Large Ineffective Focused Profitable
Ineffective
Which statements about mobile marketing are true? (Choose every correct answer.) Mobile app downloads are expected to decrease. Most downloaded apps are free. Global mobile downloads and in-app revenues are in the billions of dollars. A majority of people in the United States who have smartphones use them to make purchases.
Most downloaded apps are free. Global mobile downloads and in-app revenues are in the billions of dollars. A majority of people in the United States who have smartphones use them to make purchases.
Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.) Network Commenting Communication Information Dynamic
Network Information Dynamic
______ measure the number of times a website page is seen by any unique site visitor. Hits Conversions Bounce rates Page views
Page views
______ apps charge the customer an upfront price to download the app.
Paid
What is true about the effect of relevant keywords on online search results? Relevant keywords are only effective for paid searches. Relevant keywords improve the ranking of a page or site. Relevant keywords do not alter the search ranking of a page or site. Relevant keywords are effective only when used as hashtags.
Relevant keywords improve the ranking of a page or site.
Which outlets allow marketers opportunities to listen to their customers? (Choose every correct answer.) Review sites Personal blogs Social networks Corporate blogs without a comment feature
Review sites Personal blogs Social networks
Which statements about social media are true? Social media facilitate interpersonal interactions. Social media can be important components of an integrated marketing communications strategy. Social media include online but not mobile technology. Social media are used by marketers and customers to share many kinds of information.
Social media facilitate interpersonal interactions. Social media can be important components of an integrated marketing communications strategy. Social media are used by marketers and customers to share many kinds of information.
hich of the following are fundamental ideas behind the connected effect in social media engagement? Users' interests and participation in online groups change over time. Social media serve as a mechanism for people to share information with others. People have an innate need to connect with others. The connection in social media is bidirectional.
Social media serve as a mechanism for people to share information with others. People have an innate need to connect with others. The connection in social media is bidirectional.
What are components of the network effect in social media engagement? (Choose every correct answer.) The processing of large amounts of customer information The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media The provision of context for ad messages using customer data
The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media
True or false: Educating consumers includes reminding people about what they already know.
True
True or false: Goals form the basis of any marketing strategy.
True
What is an example of a contextual element? Buy buttons Customer testimonials Website design Live chat
Website design
Ling is engaged in crowdsourcing. In what is she most interested? microblogging context elements users' ideas negative comments
users' ideas
What is a fundamental component of the timeliness effect in social media engagement? Finding customers from any location Allowing buyers to exchange information with others Engaging the customer at the right time and place Having followers share information with their social media contacts
Engaging the customer at the right time and place
What adjective best describes the network effect? Random Exponential Negative Simple
Exponential
True or false: The only way to experience a product or service for sale is to actually purchase it.
False
What is the first stage of the social media engagement process? Do Analyze Anticipate Listen
Listen
What are the components of the information effect in social media engagement? (Check all that apply.) Serving as a means by which people can share their interests with each other Spreading relevant information through various channels Identifying the context and receiver of content Engaging the customer at the right place and time
Spreading relevant information through various channels Identifying the context and receiver of content
The impact of the information effect depends on its ______. timeliness context reach connectivity
context
What are the three stages of the social media engagement process? (Choose every correct answer.) Listen Anticipate Analyze Do
Listen Analyze Do
Which of the following is true of the most loyal customers? They make fewer demands for consistency of service. They generally use multiple channels to make purchases. They usually search online but visit a physical store to make their purchase. They often prefer using desktops to mobile apps to make purchases.
They generally use multiple channels to make purchases.
How much control do companies generally have over the content on corporate blogs that allow customers to respond to posts? A minor degree of control, because customers who visit the blog make most of the important editorial decisions Full control, because users generally do not find other customers' comments relevant No control, because customers control the conversation entirely A high degree of control, because companies retain editorial control over the content posted
A high degree of control, because companies retain editorial control over the content posted
What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.) An active back-and-forth exchange that promotes further interaction The way in which people's interests and participation in online groups change over time The innate need people have to communicate with others 24/7 availability from any location
An active back-and-forth exchange that promotes further interaction The way in which people's interests and participation in online groups change over time
What is most helpful to know when trying to understand how visitors navigate a site? Click paths Page views Bounce rates Conversion rates
Click paths
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio? Connection Content Context elements Communication
Content
Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.) Cost-effectiveness Content Conversion Communication Commerce
Content Communication Commerce
Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful? Improving the use of keywords in website content Adding an instant messaging function Revamping the look and feel of the website Reducing the number of blogs on the website
Adding an instant messaging function
Which two statements about ad-supported apps are true? (Choose every correct answer.) They account for the majority of revenue that is generated by apps. They must be purchased for downloading. Ads appear on screen while they are being used. They generate revenue while users interact with them.
Ads appear on screen while they are being used. They generate revenue while users interact with them.
What is an effective way for digital marketers to use content? Ensure all content is directly about the firm's products or services. Intrigue visitors by making them question the purpose of the content. Align the content to suit the target market specifically. Refrain from answering questions directly.
Align the content to suit the target market specifically.
What is the first step in the 7C framework? Connection Context elements Community Core goals
Core goals
Which of the following are app pricing models for generating revenue? (Select all that apply.) Freemium Paid apps Ad-supported Volume pricing
Freemium Paid apps Ad-supported
What would qualify as a conversion? Bookmarking a page Probing deeper into a site Clicking on a search link Making a purchase
Making a purchase
What is the app pricing model that offers full functionality once a payment is made? Freemium apps Ad-supported apps Paid apps Paid apps with in-app purchases
Paid apps
What type of blog has the fewest marketing implications? Nonprofit Corporate Personal Professional
Personal
Which statements about the way consumers make online purchases are true? (Select all that apply.) Consumers use mobile apps more often than desktop computers. Searches made via desktop computers have higher conversion rates than those made via mobile apps. Consumers use desktop computers more often than mobile apps. Searches made via mobile apps have higher conversion rates than those made via desktop computers.
Searches made via desktop computers have higher conversion rates than those made via mobile apps. Consumers use desktop computers more often than mobile apps.
What is the basic goal of any website? To convince users to engage with content To persuade users to make a purchase To maximize advertising revenue per click To get users to follow the company on social media
To convince users to engage with content
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as _______ media.
social
When deciding on contextual elements, you should identify your ______. best product(s) target market(s) primary competitors total budget
target market(s)
The ________ effect of social media engagement is concerned with firms being able to engage with the customers at the right place and time.
timeliness
