Digital Marketing Final
Which of the following personnel would participate in ORM at an organization? A. Janitor B. All of these C. CEO D. Technicians
All of these
Which type of YouTube ad lasts exactly 6 seconds? -Bumper ads -Overlay ads -Skippable video ads -Long, non-skippable video ads
Bumper ads
A "soft bounce" indicates: A. inbox full B. no opens C. spam trap D. invalid address
Inbox Full
Twitter displays ________ content widely cited by news. A. public, trendy B. trendy, searchable C. public, searchable D. none of these
public, searchable
The first step in a social media plan is to determine the _____ A. objective B. plan for the content C. measures of success D. plan to promote the content
objective
Ad effectiveness
-Advertising effectiveness pertains to how well a company's advertising accomplishes the intended A major advantage of online display advertising is the fact that the effectiveness of the ads can be directly measured. If a company purchases ad space online, it will receive a report of where those ads showed up and how many clicks they generated. By tracking the traffic coming from these ads in its analytics package, the company can easily calculate how much revenue its ads generated. This calculation of revenue in turn makes the ROAS calculation (return on ad spend) very simple. The ease of tracking ad effectiveness also makes A/B testing easy, and it is a practice a company should be using constantly with display ads. A/B testing involves creating two versions of an ad, showing both at random across the ad network, and allowing the numbers to determine which ad is more effective
Steps in creating social media marketing campaigns
1.Determine the objective -building brand equity -inducing additional purchases -improve customer service -reach new customers -provide product information and support -Collect customer feedback 2.Plan the content -Must have value to customers -Humor, deal/discounts, contests/drawing, useful ideas/practices, insider knowledge, product updates, news from icon, training/education, community. 3..Distribute and promote content -Attract followers, links to social media accounts on website, contests/drawing, in person call to action, events, advertising, go viral 4.Measure success -Volume metrics, total followers, new followers, lost followers, impressions. -Engagement metrics, shares, like/comments, CTR, engagement rate -Conversion metrics-conversion rate, purchase frequency
If I pay to advertise on Google's ad network and I notice a low conversion rate from mobile users despite having a mobile-optimized website, it is likely that -Neither of the options -mobile traffic is poorly qualified (e.g., consisting of many fat-finger clicks) -Both of the options -mobile users prefer to convert a different way (e.g., purchasing in-store or on a different device)
Both of the options
Why should email marketers remove from their email list any consumers who have not opened an email for several months? -Only recipients who have made a purchase within the last month have any chance of ever purchasing again -Including these recipients drives down email metrics and makes the email marketer look bad -Large databases are difficult to manage, so a company should try to keep email lists as small as possible -Including these recipients puts the company at risk of being blocked by spam filters
Including these recipients puts the company at risk of being blocked by spam filters
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? -The Twitter app hacks this information from other apps on the user's phone -Twitter users voluntarily provide this information when they register with Twitter -Twitter has partnered with third party data providers to access this information -Twitter partners with governments to access this information from census data
Twitter has partnered with third party data providers to access this information
The ByME Time app function is a(n): A. timer B. alarm clock C. personal assistant D. calendar
alarm clock
Social media marketing myths
-Social media is free, free to post and get account but not to publish -Good social media must go viral- reach you target market -Social media will replace traditional media, goes hand in hand (integrates -A good social media campaign can fix most other problems -Social media should function independently of traditional media
Calculate revenue from list size, open rate, CTR, conversion rate, and average order value
Click-through Rate = Emails Clicked / Emails Delivered. Conversion Rate = Transactions / Sessions Generated via Email. Average order value=combining all four metrics—open rate, CTR, conversion rate, and average order value Open Rate = Emails Opened / Emails Delivered.
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because -columns are organized by topic -the Pinterest feed automatically scrolls -the Pinterest feed shows multiple columns of images -pins disappear after only five seconds on the screen
the Pinterest feed shows multiple columns of images
Encouraging virality
the tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another; the quality or fact of being viral. 1 person watching the video=x more views x=Pr*N*Pv Pr=probability of forwarding N= number who receive or see the forward Pv=probability of seeing the forward
After a B2B services company closes a deal with Company X, email marketing may still be useful for purposes of -nurturing leads from Company X -generating leads from Company X -qualifying leads from Company X -training the employees within Company X
training the employees within Company X
Product-centric vs. bran-centric
A product-centric organization is one that is focused on the products it brings to market rather than the customers that buy those products. Brand centric-a term used to describe a shift in mental focus to understanding your brand and its values and applying these values to everything you do.
Which of the following is a valid use of browser Bluetooth for a large retailer like Target or Walmart? -Automating checkout procedures -Improving Wi-Fi signals in-store -Providing location-based information to shoppers -Making audio broadcast announcements in the store
Providing location-based information to shoppers
Which is NOT one of the three T's of negative publicity? -Transparency -Timeliness -Take down -Training
Take Down
Retail websites can most advisedly grow their email list by -putting an email sign-up pop-up advertisement on every page of the website -allowing customers to sign up for the email list during the checkout procedure -automatically putting all customers on the broadcast email list -require an email sign-up before allowing customers to shop on the site
allowing customers to sign up for the email list during the checkout procedure
A commuter's evening routine is very rigid except for Friday evenings, when she often makes extra stops for shopping on the way home. Advertisers would most likely find success if they targeted her with advertisements -during her morning commute -at the end of her evening commute -during the weekend -at the beginning of her evening commute
at the beginning of her evening commute
The purpose of hashtags is to -make posts (tweets) searchable -exceed the 280-character limit -add humorous commentary to a post -replace the need for images
make posts (tweets) searchable
How many responses are optimal for negative reports on scam reporting websites? -2 -3 or more -1 -0
1
Which of the following developments will make consumers more tolerant of notification- based advertising? -Ad targeting will improve so that only informative and welcome notifications will be sent -Notifications will be controlled biometrically -Consumers will have their bank accounts connected to notifications so that they will be charged by the notification automatically -Consumers will be unable to turn off notifications from any apps
Ad targeting will improve so that only informative and welcome notifications will be sent
A nonprofit organization has generated a following of people who have created websites about the organization. Most of these sites are positively-inclined toward the organization; only a few are negative. The organization begins to buy up some of these sites (mostly the positive sites) and redirecting these URLs to their own home URL. What is the downside of this strategy? -Redirecting the URLs to the nonprofit organization's URL will weaken the organization's URL and prevent it from ranking well on search engines -Redirecting websites is never a good idea, because it creates extra copies of content that damage search engine rankings -Search engines view redirects with suspicion, and having multiple redirects could generate a manual penalty from Google -By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
By redirecting the URLs, those URLs will no longer rank independently on search engines, moving other (potentially negative) sites up higher in the rankings
Calculating effective Cost Per Mile
It is the outcome of a calculation of the ad revenue generated by a banner or campagne, divided by the number of ad impressions of that banner or campaign expressed in units of 1,000. -can be done by website visits, conversions, boost posts, page likes, app installs, app engagement, events, video views
Which platform has an advertisement type that is most similar to email marketing? -LinkedIn -Snapchat -Twitter -Pinterest
An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad? -Promoted video pins -Promoted pins -Promoted app pins -One-tap pins
One-tap pins
ORM
Online reputation management (ORM) Understanding and influencing the perception of an entity online. -The practice of promoting a positive brand image by increasing the visibility of positive information and managing negative information -ORM is not a method for avoiding responsibility for bad business practices -ORM recognizes that negative online content can uneccisarly damaging repercussions long after the underlying issues have been addressed. -People like to do business with reputable companies -
Yelp and Zagat are examples of ____ that companies should monitor. A. Websites of activist organizations B. Scam reporting sites C. Online review sites D. Informational sites
Online review sites
Which of the following steps is NOT a part of the social media plan? -Plan the content -Measure success -Register the company on all social platforms -Determine the objective
Register the company on all social platforms
The accelerated mobile pages project is trying to address what shortcoming of mobile devices? -Slow loading of webpages -Immobility of desktop computers -Poor mobile web design -Difficult clicking
Slow loading of webpages
Cost per exposure and ROI
The cost per exposure of most online advertising channels (paid search, display advertising, social media ads, and so forth) is straightforward and is reported by the platform. The cost per exposure of other digital marketing channels (search engine optimization, social media posting, etc.) is more difficult to account for. An investment in search engine optimization requires payment to employees or to a digital agency to engage in those efforts, and the revenue generated by such efforts may not materialize for many weeks or months. Despite these difficulties, smart digital marketers take great efforts to measure both the costs and returns of all digital marketing efforts, including SEO. -Return on Investment-a performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments
An email reminding a customer of an abandoned shopping cart is a ________ A. black hat technique B. triggered email C. spam email D. spam trap
Triggered Email
Which of the following is NOT a good example of a website to promote as an alternate result for a branded search? -a copy of the main website at a different URL -product microsite -corporate blog -social media profile
a copy of the main website at a different URL
Curated social media content refers to content that -is created by two or more companies in a partnership -was first posted more than one year earlier and is being posted a second time -is created by a company for its own social media profiles -is collected from a variety of other content creators
is collected from a variety of other content creators
An example of an app with simple features, like allowing a user to see his/her account information without having to log in would be: A. Coursera B. natural gas company app C. Best Buy app D. Delta app
natural gas company app
Social listening usually entails (1) scraping all public mentions of a company on social media, (2) coding those mentions as positive, negative, or neutral, and (3) -summarizing average sentiment about the company -making excuses for negative statements -monetizing this information -responding to all social media statements with a form letter
summarizing average sentiment about the company
In general, the proper response to a negative review on an online review site is to -explain how the company is not at fault -send discounts or coupons in recompense for the failure -ignore it -understand the situation and take responsibility where appropriate
understand the situation and take responsibility where appropriate
Forms of paid advertising on Twitter
-Ad Types and Placements. The most common ad on Twitter is the promoted Tweet, which shows up in users' feeds -Twitter implemented Cards for promoted tweets. Cards enable businesses to show additional content to go along with a promoted tweet -advertisers can also pay for promoted accounts and promoted trends. Promoted accounts also show up in users' feeds and encourage users to follow the account. Promoted account can also show up in the Who to Follow section of Twitter. Promoted trends show up in the trends portion of Twitter -Paying for ads. When a business advertises on Twitter, its first step is to select an objective -Awareness campaigns charge exclusively on a CPM basis. Campaigns that select the Tweet engagements objective will be charged for each engagement that results from the advertising. A Website clicks or conversions campaign charges advertisers by the click or the conversion. -
Advertising goals offered by Facebook
-Ad Types. The most basic ad format on Facebook is an image ad. It contains an image, caption, and a call-to-action button -Ad Placements. The vast majority of Facebook ads show up in users' news feeds. Ads also appear in Facebook Marketplace, Facebook Stories, and Facebook Messenger -Paying for Ads. As with display ads on Google's ad network, Facebook advertisers pay CPM (cost per mille, or cost per thousand impressions), CPC (cost per click), of CPA (cost per action). -Ad targeting. Facebook's algorithms can help an advertisers find the right audience for their ads, but an advertiser must specify the desired target of its ad as a starting point. Facebook allows for three different methods for selecting ad targets: (1) Core Audiences, (2) Custom Audiences, and (3) Lookalike Audiences. -Core audiences. Core audiences are created by selecting demographics, interests, and behaviors from Facebook's ad platform
Types of YouTube advertisements
-Content Consumption. The content on YouTube is more straightforward than the content on other platforms. Simply put, the content is just video. -YouTube offers two different types of accounts: personal and brand. A company should set up a brand account. Brand accounts enable multiple people to log in to the account, but otherwise the account are not treated differently by YouTube -Display ads-right of the video and above video suggestion list -Overlay ads, skippable video ads, non-skippable, bumper ads, sponsored cards
Building email lists
-Every customer purchase is an opportunity to capture the customer's email address and gain the customer's permission to send her email marketing messages. -She can create an account by entering her email address and a password, at which point, if she does not uncheck the box next to, "Receive exclusive email savings," she will now be on Overstock's email list. -Most email marketers recommend that email collection be "opt-in" and require an action like clicking on a check box to be subscribed to emails rather than "opt-out" like Overstock does. If the box is checked by default, many customers may end up on the email list who do not recall signing up for regular emails. They may mark the company's emails as junk, which makes that company more likely to be blocked by spam filters. -Another safeguard for email marketers is to use double opt-in rather than single opt-in when collecting email addresses. Rather than immediately adding an email address to the list upon sign-up (as is the case with single opt-in), double opt-in takes the extra step of sending a confirmation email, and only adds that email address to the list when the user clicks on the link within that email to confirm her desire to be added to the list. -Email marketers can create a variety of incentives for signing up for an email list. Examples include the following: Free ebook or whitepaper (email required for download) Online webinar (to email registrants) Online contest or giveaway Collect email addresses at trade shows or other events Include social sharing buttons and "Email to a friend" button on emails -A final key decision when capturing email addresses is whether to capture any supplemental information, and if so, what information to capture.
Characteristics of LinkedIn
-Facebook for professionals -Exchange industry tips & job openings -can target B2B MKT campaigns -Content Consumption. Like the other early social networks, when it first started, LinkedIn did not have any kind of "News Feed" or other centralized list of recent activity from the member's connections. -Company Profiles. Company profiles on LinkedIn tend to rank very well on search engines, so a company should ensure that the "About us" section is well written and contains relevant keywords.
Google Alerts
-Google Alerts offers a free tool for monitoring what is being said online. Users can enter as many terms as they like. -users can specify the types of content they want to track, including "Everything" , meaning all content of any type, and from any source. Users can also specify that they only want content from news sites, blogs, video sites, discussions (forums/comments), or books. They also have the ability to set the language the alerts come in, the region/geography to monitor, the frequency at which these alerts will be delivered (as-it-happens, daily, or weekly), the number of results they want, and whether they would like to receive them by email or in a feed reader.
Hard bounce and soft bounce
-Hard Bounces. A hard bounce indicates the email address is fake. This email address should be removed immediately from the list. -Soft Bounces. Soft bounces typically indicate the email in-box is full. This email address should be removed from the list after several soft bounces in a row (typically four or more).
Unsubscribing from email lists
-If a member of an email list decides she no longer wishes to receive emails from a company, that company should make sure she can easily unsubscribe. Otherwise, she is likely to mark that company's email as junk instead, which is a much worse outcome. The unsubscribe button or link should be very easy to find. Many email professionals recommend putting the unsubscribe link at the top of the email as further protection against being marked as spam, though an unsubscribe link at the bottom of the email is probably sufficient. -Some companies wait a week or 10 days to comply with unsubscribe requests. In this day of modern technology, making an electronic unsubscribe request take place on an electronic database immediately should be easy for any competent database manager.
Email content and goals for different types of companies
-Once a company has signed up customers for regular emails on the promise of valuable content, it must create this valuable content and send it out at intervals to customers on the email list. The content of the email will depend on the business model of the sending company and the expectations set when the email address was collected. -Online Retail. The goal of an email marketer is clear—generate additional purchases. Online retailers should send discounts and/or promotions on select merchandise to their email list. They can also send emails about new product lines or recommended products based on past purchases. -Lead Generation. It is typically more difficult for a lead-generation website to create valuable content for an email list, but most lead-generation websites can still implement profitable email marketing strategies. For many companies with a lead-generation website, regular emails can help maintain long-term relationships with customers. -search engines-A regular email like this could also keep the search engine top-of-mind, making the customer more likely to use that search engine in the future -Online Media. Online media companies make money when users spend time on their websites (and view the ads placed there by advertisers). Sending users a daily email about the site's top content for the day is a great way to encourage regular visits to the website. Online B2B services-Regular emails to potential customers can help this sales process. This practice is commonly referred to as "lead nurturing." Typically, the emails will contain useful content about best practices in the industry. -
Managing email campaigns
-Open Rate = Emails Opened / Emails Delivered. Good open rates are crucial both for avoiding spam filters and for overall profitability. A company's emails can't increase sales if recipients do not view them. Open rates are a good indicator of the quality of the subject line. Open rates vary by industry, but an open rate of 20% is about average. -Click-through Rate = Emails Clicked / Emails Delivered. A good measure of the quality of the email content is the percentage of readers who click on a part of the email. -Conversion Rate = Transactions / Sessions Generated via Email. Just generating a visit to the site is not helpful if none of those visits converts to a purchase (for an online retailer). In the end, what matters to an online retailer are sales, not visits. -List Churn. A company needs to be aware of how frequently its emails are causing people to unsubscribe. If it's losing subscribers faster than it's gaining them, due to irrelevant content, email frequency, and so on, then its email marketing strategy isn't sustainable and should be changed
Types of social media content and their advantages
-Original content. Original content is, as its title suggests, content that is original to the company. The main advantage of original content is that the company is not limited by outside entities and retains complete control over the messaging and creative content of its posts. The vast majority of social media content created by companies is original content. -User-generated content. User-generated content is any content created by platform users. Often, companies invite customers to create content around a particular theme and then either (1) choose some of the best submissions to be reposted by the company or (2) encourage customers to use a particular hashtag so that the users' content will automatically be linked via the hashtag -Co-created content. Co-creating content with other brands can yield benefits for both of the participating brands, because both brands get exposure to the other brand's followers. Though co-created content exists on all social platforms, it is especially widespread on YouTube. -Curated content. Finally, companies can also post content created entirely by another entity. On Twitter, this may be as simple as retweeting someone else's tweet
Parts of an email and best practices for those parts
-Perhaps the most important part of any email is the subject line. Many if not most of the customers on an email list will never see any other part of the email, so the subject line is the key piece of content that will determine whether the customer opens the email, ignores it, or deletes it. -Many companies will test multiple subject lines to maximize email effectiveness. Email marketing software often allows marketers to use a portion of the email list to conduct an A/B test on the subject line -Each one of these sections should take the email recipient to a dedicated landing page (a page that corresponds perfectly in terms of look, feel, and content to whatever was clicked). -Subject line-straightforward, descriptive, avoid selling -Ad-copy-main message-appropiate format, test and link -unsubscribe- easy to find, collect info
Methods of promoting a brand on Pinterest
-Pin it Button, Promoted pins, buyable pins, -Companies can purchase four different kinds of ads on Pinterest: promoted pins, promoted video pins, promoted carousels, and promoted app pins. Promoted pins function just like any other pin, but the advertiser is paying for distribution of the pin. Promoted video pins play video silently in the user's feed until the user taps it to expand it full screen. Promoted carousel pins allow users to thumb through up to five images on a single pin. Finally, promoted app pins allow users to download the advertised app without leaving Pinterest. -Advertisers pay on a CPM, CPC, or a CPE (cost per engagement) basis. An advertiser paying CPC is charged whenever a Pinterest user clicks through to the advertiser's website (or clicks to investigate an app if the pin is a Promoted App pin). Note that the advertiser paying CPC is not charged for a simple click on the pin. Clicking on the pin itself just expands the pin, and does not route the Pinterest user to the advertiser's website. An advertiser paying CPE would be charged when a Pinterest user clicks on a pin to expand it or when a user pins that pin to his/her own board.
Avoiding spam filters
-The U.S. Congress passed the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act in 2003, which details the law governing email marketing communications. -Getting caught in spam filters is death to an email marketing campaign. Email marketers should abide by the highest standards to ensure that policing agencies never suspect the company of engaging in spam-like practices. -Hard Bounces. A hard bounce indicates the email address is fake. This email address should be removed immediately from the list. -Soft Bounces. Soft bounces typically indicate the email in-box is full. This email address should be removed from the list after several soft bounces in a row (typically four or more). -Non-Opening. If a recipient has not opened a company's email in several months, that email should be removed from the list. -If a member of an email list decides she no longer wishes to receive emails from a company, that company should make sure she can easily unsubscribe.
Ways companies can focus their efforts
-The core of digital marketing strategy focuses on resource allocation across the various digital marketing channels in service of the three customer influence efforts (of demand generation, demand harvesting, and loyalty building) -Once strategic decisions about resources across the three customer influence efforts have been made, decisions about resources across digital marketing channels must be made. -channel evaluation -CR optimizations -Mobile Application -Influence Campaigns -Direct Messaging
Double opt-ins
-The first line of defense against spam filters is a clean list of email addresses pertaining to (1) real people who (2) do not mark a company's emails as spam or junk and (3) regularly open those emails. Single opt-in lists can sometimes lead to fake email addresses being added to a company's email list. -For example, if an offline retailer like Nordstrom or Express asks its shoppers for their email addresses, consumers may respond with a fake email address, or worse yet, store managers may add fake email addresses to fill their store quota. Sending an email to a fake email address results in a hard bounce. Spam filters pay attention to the bounce rate of bulk emails from companies, so having a high bounce rate due to fake email addresses will very quickly get that company's emails blocked by spam filters. -Spam filters also block emails if many receivers mark a sender's email as spam. This is much less likely to happen under a double opt-in email policy, so double opt-in also protects against this cause of being blocked. -Spam filters also block emails if many receivers mark a sender's email as spam. This is much less likely to happen under a double opt-in email policy, so double opt-in also protects against this cause of being blocked.
Email list segmentation methods
-The first segmentation decision an email marketer faces is whether to send a broadcast email only to select segments of the email list, or to send an email to the entire list and change parts of the content of the email based on segmentation. -Segmentation of email customers can be done based on any information that provides a reliable indicator of the type of email content the email customer would prefer to see. Types: -Past Purchases - Past purchases are the most reliable source of information about the product categories that interest an email subscriber. -Past Email Response - Some customers respond to discounts, whereas others respond more readily to free shipping or other incentives, for example. -Customer Preferences - In some cases, customers may explicitly request some forms of content, and a company can solicit these requests at email sign-up or on the unsubscribe landing page. -Demographics - In B2B settings, the current work role of the email holder could provide important clues regarding the likelihood of gaining business with that potential customer, for example. -Location - A clothing retailer like Nordstrom may want to promote different winter clothing to its Florida subscribers versus its Massachusetts subscribers. -Device - For subscribers who check email on their smartphones, the layout of the email may need to differ, and the image files may need to be smaller to accommodate slower mobile download speeds. (All email should be optimized for display on mobile devices, as about half of email opens occur on mobile devices.)
Email campaign metrics and ways to improve them
-The subset with the highest click-through rate (CTR) received the best email content. CTR can be improved by using strong calls to action and good images that entice readers to visit the website. -Average order value-By combining all four metrics—open rate, CTR, conversion rate, and average order value—an email marketer can easily track the success of the email campaign or of an individual email blast.
Characteristics of Facebook
-Users. Due to its large size, Facebook has users of all ages and all walks of life. -Content Consumption. The vast majority of content consumption on Facebook occurs in the News Feed. Whenever a Facebook user logs in, he is by default shown his News Feed, which displays a mix of four types of content. It displays activity from friends, including (1) any content posted by friends, such as pictures, links, videos, status updates, and so on. It can also display (2) other actions from friends, such as friends' Likes and comments on other content. The News Feed also displays (3) content from pages Liked by the user. Finally, the News Feed also contains (4) paid-for advertisements. -Company Profiles. A company can have multiple Facebook pages, but each page should have a unique purpose.
Characteristics of Twitter
-Users. With just over 300 million monthly users, Twitter is much smaller than Facebook, but its users are highly active. -Content Consumption. Twitter is less like a platform for connecting with close friends and more like a public message board, where users only see the status updates (called "tweets") of people they subscribe to (or "follow"), which could include friends, celebrities, news accounts, sports writers, and so on. -Twitter allows for no distinction between a personal profile and a corporate profile -Each Twitter account is identified by a Twitter handle, which begins with the "@" symbol. Twitter users can message one another directly by beginning a tweet with that user's Twitter handle. -Frequent content post, limited to 140 characters, hashtags, tweets shown in chronological orders, retweets
Attracting followers for social media campaigns
-Utilitarian value. If a customer receives a discount from a company on social media for a product he wants (see Figure 9.4.1), the customer has gained something with utilitarian value. Of course, if a company repeatedly posts discounts to its products and nothing else, customers are likely to tire of seeing the company's posts ex: Deals/discounts Contests/drawings Useful ideas/practices Product updates Training/education -Entertainment value. People primarily use social media for amusement, and though they primarily expect to be amused by their friends, they will gladly accept amusement from companies so long as it provides sufficiently high entertainment value. ex: Humor Insider knowledge (tidbits of information about the inner workings of the company) News from a company icon (posts from an iconic company founder or other company executive) -Community Value. People use social media primarily to connect socially with friends, but some people also value connections with brands.
Facebook EdgeRank metrics & methods
-affinity score (based on past interactions) -edge weight (more to pics that text) -Time (most recent) Updates to edgerank -can see multiple posts from same users -more affinity score weight -less shown from friends activity Engagement is key -likes/comments -video views -click-throughs
Characteristics of Pinterest
-content consumption is accelerated even more because most content is visual rather than verbal. -Users. Pinterest is overwhelmingly female because Pinterest first became popular within the arts and crafts community. This origin meant the majority of pins were of interest to females. -Content Consumption. When Facebook users visit Facebook, they see their friends' recent posts. When Pinterest users visit Pinterest, they see their friends' recent "pins" (Figure 10.3.1 below). Rather than organize pins into a single column (as Facebook organizes its News Feed), Pinterest organizes pins into multiple columns, enabling users to more quickly peruse the pins. A pin is basically an image with a short caption, but the image-based nature of Pinterest does not limit the kinds of content Pinterest users can pin. A pin might contain a recipe, a vacation destination, a do-it-yourself home project, a workout plan, a quotation, or anything else. -visual content, First targeted to arts & craft but now DIY
Which of the following is NOT an example of reputation management? -A company uses Google Alerts to monitor web mentions of its company and its top executives -A company uses its customer service team to respond to negative comments about the company online -A company hires a public relations firm to attract news stories about the company so that searches on the company's name will bring up links to the positive news stories instead of negative links -A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
A company hires a public relations firm to attract news stories about the company so that its homepage ranks better on search results
Customer concentration
A market situation in which there are fewer customers than there are vendors, and thus the customers have greater bargaining power. -Every digital marketing channel contains a mix of potential customers and non-potential customers. Potential customers are people who, under the right circumstances, will make a purchase or sign a contract. Non-potential customers are those who would never purchase a product or service. A company like Toyota may have a relatively large concentration of potential customers within virtually any group of people because most people own a car, and a Toyota would be a reasonable purchase for most of them. A company like Ferrari would, in most digital channels, have a much smaller concentration of potential customers, because very few people have sufficient monetary resources to purchase such an expensive car. Generally, paid ad exposures to non-potential customers are wasted money because they represent a cost that produces no revenue. Therefore, the cost-effectiveness of a digital channel is also determined by the concentration of potential customers that can be found on the channel.
On which of the following dimensions are mobile users equal to desktop users? -Effectiveness of video -Patience -Length of internet usage sessions -Importance of location
Effectiveness of video
ORM strategies
Monitor the web Watch the SERP A key aspect of managing a brand's online reputation is to create positive content about the brand that will rank well in SERPs. Below are nine ideas for webpages that can rank well for brand searches: Corporate blog Corporate website Corporate ads Social media profiles Directory listings Charity microsites Customer support site Product microsites Cause microsites
Why is the engagement of social media followers more important than the number of followers? -Seeing a company's posts cannot positively affect customers unless they also click the Like button. -Having a large number of unengaged followers suppresses earned media. -Most social media platforms do not show company content to followers who are not highly engaged. -Having a large number of unengaged followers decreases SEO rankings.
Most social media platforms do not show company content to followers who are not highly engaged.
What led to a thriving ecosystem of influencers on Instagram? -Instagram actively recruited influencers early on -Influencers contribute a fixed percentage of their earnings to Instagram -Instagram was programmed to allow influencers to avoid FTC compliance -Paid advertisements came relatively late to Instagram
Paid advertisements came relatively late to Instagram
Who is liable when false information is posted online? -Google and any other search engine that links to the false information -The company that maintains the website on which the false information is posted -Practically nobody -The web hosting company that maintains the website's servers
Practically nobody
A company sends out a broadcast email to its entire email list informing the list about Black Friday deals. At 6:00 pm on Black Friday, the company sends out an email only to members of its email list that (1) clicked on the previous email and (2) did not make a purchase. This second email is an example of -a triggered email -an onboarding email -a transactional email -a broadcast email
a triggered email
A company like Apple generates so much online commentary that it would be too labor- intensive to monitor it all. But Apple still wants to be on the lookout for negative press. It should therefore -actively monitor crucial alerts like "Apple + fraud" and "Apple + scam" -monitor blogs only and ignore news sites, discussion forums, etc. -just examine Google Alerts once per month -just look at ten randomly selected results from Google Alerts per day
actively monitor crucial alerts like "Apple + fraud" and "Apple + scam"
Posting on a company's social media profiles can improve company profit by -facilitating purchases from first-time customers -increasing loyalty of past and current customers -improving SEO and thereby facilitating first-time customer purchases -all of these options
all of these options
What advantage does a social network have over a display network for paid advertising? -Ads on social media command more attention than banner ads on a display network -Ads on social media provide a great number of engagement options -Social media networks typically have more intimate knowledge of their users' interests -all of these options
all of these options
Email marketers can target different segments by -neither of the options -both of the options -sending emails only to specific segments of the email list -changing portions of content for each segment within an email
both of the options
Measuring the average sentiment expressed about a company on social media platforms may not be a good reflection of the company's performance because -neither of these options -sentiment coding on social platforms is sometimes inaccurate -both of these options -some industries generate a generally high level of negative posting regardless of their performance
both of these options
Targeting consumers based on their location is not as effective as targeting them based on their location and -neither past behavior nor timing -timing -both past behavior and timing -their past behavior
both past behavior and timing
A B2B services company is likely to use email marketing to -engage in lead nurturing -pursue corporate recruiting -drive immediate conversions -broadcast messages to its employees
engage in lead nurturing
In determining what content to show users, Facebook uses all of the following EXCEPT -gender -content type -recency -past engagement with posting entity
gender
I do a search for "restaurants near me" and I see an ad for a local Thai restaurant only if I am within 400 meters of the restaurant's location. This location-based ad strategy is called -locavore targeting -temporal training -geo-fencing -hyper-targeting
geo-fencing
The primary advantage of a short email sign-up form is that -the company will have more information about customers to enable improved email content targeting -marketing automation is only possible with short email forms -only customers with serious interest are likely to sign up -it attracts a higher volume of sign-ups than a longer form
it attracts a higher volume of sign-ups than a longer form
Email marketing can be especially effective for a search engine like Kayak or Expedia because -it typically has information about deals that might interest its customers -search engines are not allowed to utilize other marketing channels -search engines typically generate no other form of direct traffic -people cannot put emails from search engines in a separate commercial folder within their email account
it typically has information about deals that might interest its customers
Mobile users engage in more "snacking" than desktop users. This means that -mobile users spill crumbs on the phones more readily than on their desktop keyboards -mobile users find restaurants more frequently from their phones -mobile users make smaller, more frequent purchases -mobile users have shorter, more frequent usage sessions
mobile users have shorter, more frequent usage sessions
If a company's social media followers exhibit greater purchase frequency than non-followers, this could be a sign that the company's social media efforts are producing good results. Alternately, it may only reflect the fact that -the social media platform is exaggerating its own performance -the indirect effect of social media is more dramatic than the direct effect -more loyal customers are more likely to follow the company on social media -the company's analytics are not properly installed
more loyal customers are more likely to follow the company on social media
Instagram can be a top social platform for generating first-time customers even though it has a huge downside in that -influencers often prevent adoption of products from major corporations -images tend not to be engaging for potential customers -posts cannot include links to external content -corporate accounts on Instagram do not show up in users' main feed
posts cannot include links to external content
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? -news articles and event notices -posts from Liked pages and actions from friends -mobile application download suggestions and financial advice -Live video and pre-recorded video
posts from Liked pages and actions from friends
In the Virality formula, Pf is ______. A. probability of viewing the forward B. probability of forwarding C. none of these D. number who receive or see the forward
probability of forwarding
All of the following activities are more difficult on a mobile device than on a desktop computer EXCEPT -scrolling -viewing information -typing -clicking
scrolling
Social media objectives for different companies
selling clothes, top of mind (keep brand in peoples mind), sell online/ build the brand,
If an email marketer has a good email list and lots of information about the users on this list, marketing automation would be useful for -creating new onboarding email copy -targeting emails to the right users based on their ongoing behavior -automatically creating new content for emails -revamping the segmentation system
targeting emails to the right users based on their ongoing behavior
To determine the winner of an A/B test on a subject line, an email marketer should use -the open rate -the conversion rate -the click-through rate -the churn rate
the open rate
On Facebook, custom audiences allows advertisers to -customize the ad content to match each user's interests -upload email addresses of current customers and target users with similar characteristics -use demographics in combination with interests to customize their audience targeting -create target audiences from the typical targeting methods and then save these audiences as a custom audience
upload email addresses of current customers and target users with similar characteristics
Creating a post with a discount for a product is an example of providing -utilitarian value -identity value -entertainment value -social value
utilitarian value
Snapchat has a user base of mostly _____ A. women B. men C. older users D. younger users
younger users
Social media marketing metrics
• Activity metrics- measure the actions the organisation takes relative to social media. • Interaction metrics- focus on how the target market engages with social media platform and activities. • Return metrics- focus on the outcomes that directly or indirectly support the success of the brand. impressions, enagagment, clicks, conversions
