BAS 282: Digital Marketing: SmartBook

The percentage of visitors who enter a website and then quickly leave is known as the ______ rate.

bounce

Popular around the world with people who need to get from point A to point B, Uber is regarded as a service. Uber is in the business of ______, and its product is the ______ used to facilitate this interaction.

connecting people; social media app

Website users' ability to find what they are looking for in as few clicks as possible is called ease in __________.

navigation

Select all of the characteristics of messages transmitted by traditional media but NOT by social media.

* The sender of the message receives little feedback about it. * The message is static and unchanging.

Select all of the factors that have had a significant influence on how marketers promote their products and brands.

* The widespread availability of social media * The rise of new digital technologies * The rapid growth of the digital marketplace

Select all of the characteristics of good social media objectives.

* They are specific, measurable, and realistic. * They are in line with the overall goal.

Select all of the characteristics of social media platforms.

* They facilitate communication and connection. * They are website-based media channels.

Select all of the figures that are measured in a central location by a dashboard.

* Views * Comments * Clicks

What is the first step of developing a social media marketing campaign?

Set a goal.

Inbound marketing is one of the four major forms of ______.

digital marketing

Social media are a new, still-evolving form of media that consist of ______ electronic communication that allows users to share information, content, ideas, and messages to create a(n) ______ experience.

two-way; customizable

Kaspar's job is to create content for the social media pages of different companies. He most likely works as ______.

a writer

A website-based media channel that enables communication and connection is known as a social media ______.

platform

Consumers can create social media content via blogs, videos, posts, pictures, ______, and ______ on social media sites such as Facebook, Pinterest, and Instagram.

podcasts; status updates

Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the __________ element of the marketing mix.

product

Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the ___________ element of the marketing mix.

product

From a marketing standpoint, one way to differentiate social media from traditional media is the fact that social media make it easy for consumers to ______.

provide feedback

Digital malls, digital marketplaces, auction sites, and buying club sites are the four types of digital __________.

sellers

What is true of all paid stories, sponsorship, paid display advertising, and paid searches?

They involve paying money to an outside company.

The percentage of users who take a desired action, such as making a purchase, is known as the ______ rate.

conversion

Chatter on social media is typically most closely related to the concept of ______ in the marketing mix. Chatter can be used to spread messages quickly through social media, a concept known as ______.

promotion; going viral

Digital buyers who are going to buy a product for the first time engage in ______.

research

To determine whether people are reacting favorably or unfavorably to a campaign or brand, marketers use ______, which typically involves categorizing user responses as either positive, negative, or neutral. The advantage of this technique is that it ______ the campaign.

sentiment analysis; can be run continually throughout

Digital marketing offers ______, which allows firms to make quick adjustments to their marketing campaigns.

immediate feedback

The practice of showrooming, whereby consumers examine merchandise in a retail store and then look for cheaper prices online, is an example of the way that ______ work together.

social media and price

The use of online social networks and applications for communicating brand and product messages is known as ______.

social media marketing

Which characteristic of social media marketing most clearly explains how integral it is to the concept of place in the marketing mix?

Consumers can take social media with them wherever they go.

Drag each characteristic to the correct type of media. No items may be used more than once.

Traditional Media * Are Static * Provide little direct feedback from consumers. * Have a mass audience Social Media * Provide instant feedback from consumers. * Are customizable. * Allow for two-way communication.

The set of practices that enable organizations to communicate and engage with their audience through any mobile device or network is referred to as __________ marketing.

mobile

To measure whether a social marketing campaign is meeting its goals and objectives, marketers use applications such as Google Analytics or Viralheat. These provide a dashboard, or a central location where they can ______. The dashboard aggregates, or counts, the number of ______.

monitor all of of their social media activity; likes, pins, and other variables

Mobile marketing has quickly become one of the most used marketing tools as ______ percent of all Americans own a smartphone.

more than 77

Marketers look at whom they want to reach as a basis to determine which delivery platform is ______.

most efficient

Marketers determine which apps and delivery platforms to use based on which ones will be most attractive to their ______.

target audience

Unlike ______ media, the setting and content around an advertisement disseminated through ______ media is different for each consumer.

traditional; social

One action that is used with visible digital marketing influences is ______.

use of celebrity endorsements

When it comes to digital purchasing, marketers can influence consumer behavior in ______ ways, such as a paid search, and ______ ways, such as cookies.

visible; invisible

As a means of avoiding ethical problems with social media, most companies provide clear guidelines regarding ______.

what employees can and cannot post to social media on behalf of the company

Select all of the scenarios that represent typical interactions via social media between a consumer and a company.

* Bakari listens to a political podcast and hears the host read advertising copy for one of the podcast's sponsors. * Sue sends a tweet to A1 Aviation Airline to complain about the long delay for her flight. * Rose sees an advertisement for snow boots at the top of an outdoor adventure website, clicks on the link, and makes a purchase. * Sadiq's Facebook newsfeed features a display advertisement for student discounts on subscriptions to the Boston Globe.

Consumers who engage in one-time shopping may exhibit a number of different behaviors at the same time. Select all of the behaviors they may exhibit.

* Browsing * Product-Focused Shopping * Researching * Bargain Hunting

Select all of the common types of digital sellers.

* Digital Marketplaces * Buying Club Sites * Auction Sites * Digital Malls

The use of __________ synching allows companies to embed a special file on people's computers and follow them as they move through various websites.

cookies

Companies use shopping cart time-limit notifications and emails reminding customers about products left in their carts to ______.

create a sense of urgency and motivate consumers to make a purchase

Danny is a marketer who is using Tweriod to determine the best time of day to reach the largest online audience. To determine the peak times when people are talking about his brand, Danny should check the ______.

dashboard

Social media relate to all four areas of the marketing mix. They represent a ______ to sell goods and services, as well as a ______ that can be sold. Furthermore, by educating consumers, social media may be involved in ______ (for instance, a viral campaign) and can even influence ______.

place; product; promotion; price

In choosing a social media platform, marketers should consider the goals and ______ of their strategic marketing plan. For example, they might try the paid ad placement services on ______. Placing ads on this social media platform, which reaches a wide number of users across a number of demographic categories, allows a marketer to target consumers based on ______.

target market; Facebook; past social media activity

In terms of the concept of place in the marketing mix, social media benefit consumers by giving them the opportunity to shop no matter ______ and by helping marketers ______ their stores.

where they are; improve traffic at

Select all of the true statements about creating customer value through digital marketing.

* Digital marketing helps companies build customer relationships through exceptional customer experiences. * Digital marketing provides consumers with the ability to compare prices across a variety of sellers. * One way digital marketing creates value is by allowing consumers to search for products from different media.

Select all of the elements of excellent web design that firms should strive to achieve to provide customers with a superior experience.

* Ease in navigation * Mobile friendly * Quick load time

Select all of the choices that correctly complete the following sentence: One of the problems marketers have with setting objectives for social media marketing campaigns is that it can be difficult to measure the relationship between users' ______ and actual profits for the company.

* Likes * Shares

Select all of the factors marketers should take into account when selecting paid social media.

* Likes and interests * Social media content visited * Social media friends

When Walmart paid two bloggers to travel around the country to write positive stories about Walmart, the company's failure to disclose its financial support for the blog resulted in negative publicity. What guidelines should Walmart have followed in this example? More than one answer may be correct.

* Maintain high ethical standards in social media marketing. * Disclose the fact that it is sponsoring content created specifically to endorse its products.

Select all of the true statements about the Digital Advertising Alliance (DAA).

* No companies are required to belong to the DAA or follow its guidelines. * The DAA has set up guidelines for member companies regarding consumer privacy. * Marketers have tried to avoid federal regulations regarding consumer privacy by self-regulating through the DAA.

Select all of the elements of the marketing mix that are relevant to social media.

* Product * Place * Price * Promotion

Select all of the actions you need to take before you can create content for a social media marketing campaign.

* Select the correct combination of social media platforms. * Set a goal. * Determine the target audience.

Select all of the primary forms of digital marketing.

* Social Media Marketing * E-mail Marketing * Inbound Marketing * Search Engine Optimization (SEO)

Select all of the possible job titles for the person who is typically responsible for the overall success of a company's social media efforts.

* Social Media Marketing Manager * Social Media Specialist * Social Media Strategist

Drag each job description to the correct social media marketing career.

* Social Media Specialist - Develops marketing plans, manages the staff, and represents the department's efforts to the rest of the company * Online Community Manager - Deals directly with online virtual customers and represents the company to the virtual world * Influencer Relations Employee - Works to build and maintain relationships with content creators, YouTubers, bloggers, and other people who are persuasive to consumers * Social Media Analyst or Designer - Applies a background in analytics and graphic design to the company's social media efforts * Writer - Often is hired to create content for the company

Of the total minutes spent online in the United States, ______ percent are on a mobile device.

71

Which of the following best defines digital marketing?

Online marketing that can immediately deliver content to consumers through digital devices, platforms, and channels

What is one common trait of invisible marketing influences?

They track information connected with individual consumers.

What is sentiment analysis used to examine?

Whether people are reacting favorably or unfavorably to products or marketing efforts

The sequence of hyperlinks that a website visitor follows on a given site is known as a ______ path.

click

Consumer __________ consists of different ways that customers can report their satisfaction or dissatisfaction with a firm's products.

feedback

For marketers, consumer feedback is represented by the ______ of chatter.

level