Chapter 13: Smartbook
All of the following observations regarding search engine marketing are true except _______.
click-through rates are not affected by a link's position on a results page
The power of digital communications has _______.
lowered the barriers to market entry
Search engine marketing uses purchased links that typically appear either at the very top or upper right of a search-results page. These links are referred to as _______.
paid listings
Search engine_____ algorithms are often patented.
rainking
The complexity of _______ have/has led companies to guard them as patented industry secrets.
ranking algorithms
The diffusion of social media has been _______.
rapid
In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are ______ to consumers.
relevant
Because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor?
share of voice
Social media monitoring is also called
social listening
Because Facebook and Twitter allow users to create their own content and share it with other Facebook and Twitter users, these sites are referred to as ______.
social media
Because more and more people are spending time on sites like Facebook, Twitter, and Instagram, marketers are committing increasing percentages of their resources on ______ ___ marketing.
social media
The term ______ refers to Internet-based applications that enable users to create their own content and share it with others who access these sites.
social media
_____ - ________can help build a successful brand by allowing a company to develop deeper relationships with customers and generating positive communications about the brand.
social media
Which of the following is the new marketing according to social media and customer service expert, Jay Baer?
Customer service
Paid media
Publicity gained through advertising
Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only _______.
9 months
Select from the following the purposes of social media marketing as identified in your text.
Activate customer advocacy Provide context to social interactions Increase brand visibility Grow customer engagement
The acronym for a feeling of isolation and concern about missing out on what is happening in the world around a person is _______.
FOMO
True or false: Marketers have the ability to permanently remove content they post online.
False
What have sociologists and organizational scientists concluded about the constant use of social media?
It has made users less social in face-to-face settings.
According to research, which of the following are more popular social media sites for B2B marketers?
LinkedIn Twitter SlideShare
Which branded content approach features live video footage or video feed to an audience accessing the video stream over the Internet?
Live streaming
Reach
Measures the total audience size for a given platform.
Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations about its competitors?
Share of voice
How do marketers address the concerns relating to e-mail marketing spam?
They send product information only to customers who "opt-in."
Trisha liked the food and service so much at the new restaurant chain in town that she went online to post a positive review on the company's website as well as on Yelp. What type of content is Trisha's review?
User-generated content
Research shows that ______ videos are particularly effective in helping to make content more memorable for consumers.
animated
As defined in your text, _______ marketing is focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience.
content
The essence of ______ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
A marketer who wants to track performance over time and across a range of measures, but wants to do so in a visual manner would use a marketing _______.
dashboard
Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of _______.
earned media
The earned media that is often the result of PR efforts is referred to as _______.
expert content
Another name for sentiment mining is _______ mining.
opinion
Austin is doing a research paper for his psychology class. He plans on using the Internet to get information for his paper. He uses Google to start the process, but could have also used Bing or Yahoo!. Google, Bing, and Yahoo! are all _______.
search engines
True or false: The vast majority of online experiences begin with a search engine.
true
Research has shown that _______ are more effective at generating organic first-page rankings.
videos
In order to create consistently relevant marketing messages, they must be _______
visible to the consumer useful for the consumer accessible to the consumer
Search marketing
The practice of generating traffic from search engines through both paid and unpaid efforts
Search engine marketing
The process of generating website traffic by purchasing advertisements on search engines
E-mail, websites, search engines, and social media platforms all fall under the realm of ___ marketing.
digital
Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and humiliating manner. This phenomenon is linked to which public figure?
barbara streisand
A(n) ______ is an online journal in which people or companies post their thoughts and other content
blog
When analyzing search results, marketers want to make sure their website appears in the top left part of the search results page. This area is referred to as the _______.
golden triangle
For consumers, brand ______ means that it is not enough to simply know the features and benefits of a product. Consumers want brands they can believe in.
transparency
Colin wants to buy a bluetooth speaker, so the first thing he does is search the Internet for various models and read product reviews from users. For Colin, this is the ______ moment of truth.
zero
Earned media
Publicity gained through editorial influence or by grassroots actions
Which social media metric is the most common metric and the easiest to measure?
Volume of mentions
The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidenced by _______.
consumers interacting with brands on social media
The marketing approach that focuses on creating and distributing relevant and valuable content to attract a clearly define audience is _______ marketing.
content
The first of 95 theses outlined in the book The Cluetrain Manifesto stated that "markets are ______," and predicted that the Internet would upend the nature of consumer-brand interactions.
conversations
A marketing ______ is used to track selected metrics, often on a daily ongoing basis.
dashboard
A marketing practice with the goal of generating traffic from search engines through both paid and unpaid efforts is called _______.
search marketing
The analysis of feelings as a way to measure the tone of a conversation is the principle behind _______.
sentiment analysis
Unsolicited, unwanted commercial e-mail messages are referred to as
spam
Owned media
Publicity gained via a brand-controlled source
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?
3 to 4
According to research, which of the following is the preferred way for customers to engage with brands on customer service issues?
On social media
What word sums up the advice that Ross Hornish would give to new graduates.
Travel
The most popular paid search platform used by search marketers is Google _______.
adwords
In today's era of media noise, how can marketers break through the clutter to reach their audience?
By producing messages that are relevant to each individual consumer
A visualization of performance metrics that allows marketers to see performance over time and across a range of measures can be obtained by the use of
a marketing dashboard.
In search engine marketing, where do paid listings appear?
at the very top or to the upper right of a search-results page
In what way can social media can help build a successful brand?
by generating positive word-of-mouth communication about the brand across social networks
For marketers, which group would be considered a "vulnerable" population?
children
The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
The all-encompassing term that refers to the marketing of goods or services through the use of e-mail, websites, search engines and social media platforms is
digital marketing.
Which social media platform is used the most by B2C marketers as a marketing tool?
What is the term for a person's feeling of isolation and concern about missing out on what is occurring in the world around us?
fear of missing out
A key principle within marketing ethics, is the permission granted in the full knowledge of the likely consequences, otherwise known as
informed consent.
The process of broadcasting video footage in real-time is called
live streaming.
What is owned media?
publicity gained via a brand-controlled source
Search marketing attempts to generate traffic from ________ through both paid and unpaid efforts.
search engines
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is called
social listening.
The term used to define Internet-based applications that enable users to create their own content and share it with others who access these sites is
social media.
The second moment of truth is
the actual experience a customer has with a product once the customer buys it and returns home.
The zero moment of truth refers to
the moment a customer uses a digital device to begin learning about a potential purchase.
Search engines have two major functions: to provide search users with a ranked list of websites they've determined are the most relevant and
to build an index of all web content.
Rashmi bought a kayak online, and after using it for a month, she went back to the site where she purchased it and submitted a product review. This is an example of ________ content.
user-generated
The most common metric and the one that is the easiest to measure is
volume.
To help inform readers on a complex issue, a firm might use an authoritative guide called a
white paper.
Engagement
Measures how people are participating in conversations about a brand.
What are the two main ways that social media can help to build a successful brand?
By generating positive word-of-mouth communication about the brand across social networks By allowing the firm to develop deeper relationships with customers
The three to five seconds after a shopper encounters a product on a store shelf are described by the acronym _______.
FMOT - First moment of truth
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
items that make up a zero moment of truth.
It happens online. It is emotional. It happens in real time. The consumer is in charge.
Select from the following those items that make up a zero moment of truth.
It is emotional. It happens online. The consumer is in charge. It happens in real time.
What three things are necessary in order to create consistently relevant marketing messages?
Making the marketing message accessible where the consumer needs it most Understanding the customer and providing him or her with valuable content Making content visible to consumers where they spend their time
_______ uses combinations of digital tools to engage consumers via their digital devices.
Social media marketing
If Ross Hornish was giving advice to new graduates, which of the following would he tell them?
Take creative classes Take risks Travel
When it comes to face-to-face interactions, sociologists and organizational scientists point out that the constant use of social media has made users ______social.
less
_______-based marketing uses GPS data to perform its function.
location
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind _______ marketing.
location-based
Foursquare and Gowalla are two types of _______.
location-based apps
What happens in the zero moment of truth?
A customer uses a digital device to begin learning about a potential purchase.
______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience.
Content marketing
When analyzing search results, which color on a heat map represents areas that are looked at the most?
Red
Carson has just purchased his first gas grill. He brought it home and is testing it out for the first time by barbecuing burgers for his friends. What acronym represents where Carson is at in the purchase process?
SMOT - second moment of truth
According to your text, what has allowed small firms to compete head-to-head with large, established brands?
The advent of digital distribution and promotion mechanics
Which of the following exemplifies the synergistic relationship between mobile technologies and social media?
The ease of access to social media through mobile apps
Search engine optimization
The process of getting more traffic based on higher rankings of free search results on search engines
What are the two major functions of search engines?
To provide search users with a ranked list of websites they've determined are the most relevant To build an index of all web content
True or false: Because of its sense of immediacy, mobile computing allows businesses to provide personalized services based on location and social context.
True
A social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience is referred to as _______.
a location-based service
A concise, yet authoritative, report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as _______.
a white paper
Related to narrowly defined topics, _______ are a type of online journal.
blogs
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______.
digital marketing
A small digital image or icon used to express an idea or an emotion in digital communications is referred to as a(n)
emoji
Research shows that the social media platform of choice for those in B2C settings is
facebok
True or false: Nearly all social media marketing strategies and tactics can be groups according to the platform they use.
false. theycan be grouped acc to their main purpose.
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing?
fomo
Companies must realize that as customer brand engagement has grown, the need for brand transparency has _____
increased
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as ______.
mobile computing
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______.
social media monitoring
Your text describes the relationship between mobile technologies and social media as _______.
synergistic
What two items, introduced in the early 20th century, started a new age of communication?
television broadcast radio
When it comes to brand management, many experts today feel that brands are controlled by _______.
the people who choose to buy them
Search engine optimization tactics influence organic page ranking by influencing _______
the relevance of web content the popularity of web content
In order to create an index of all web content, search engines use automated software programs called spiders or
web crawlers
As a content marketing technique, _______ are meant to help readers understand an issue, solve a problem, or make a decision.
white papers
The ______ moment of truth is a multi-way conversation with the consumer, marketers, friends, strangers, websites, and experts all participating.
zero
