MKTG 375 Final

The technology used to determine exactly where products are in real-time is called:

An RFID tag

Audience targeting:

Can draw on predictive models to choose advertising options

As a customer acquisition technique, events:

Can happen in an online environment

Usability testing is:

A way of seeing whether the site works the way the target audience expects

Mobile strategy should be:

Based on simple design and navigation

Which of the following is not a common video metric?

Data permissions granted

Content strategy:

includes how to align content to business goals and evaluate its performance

How is content marketing different among B2B marketers and B2C marketers?

B2C marketers prioritize retention and engagement more than B2B marketers.

According to the U.S. CAN-SPAM Act, all of the following are required EXCEPT: a. A message that can be reasonably assumed to be relevant to the recipient b. An unsubscribe or opt-out option c. A valid street address d. Clear heading information

A message that can be reasonably assumed to be relevant to the recipient

What is the difference between operational and analytical CRM?

Analytical CRM uses tools like CLV and develops models, while operational CRM focuses on tactics.

What is the current best practice for addressing use of ad blockers?

Attempt to identify blockers and convince them to allow ads in exchange for content

Search engine optimization:

Brings in better leads than PPC

Ads that change to fit the space available are called: a. Interactive ads b. Mobile-enabled ads c. Responsive ads d. Extendable ads

C. Responsive ads

In omni-channel service, businesses must:

Consider how customer service can shift cleanly between channels when necessary

Which of the following is NOT a type of cookie used on a web page?

Cookies that transmit information to multiple metrics clients

What is the relationship between customer retention and CLV?

Customer retention is likely to lead to higher CLV.

The difference between a directory and a search engine is:

Directories are lists of sites arranged in categories that can be searched, but do not try to search the whole internet.

Which of the following is NOT true about email marketing? a. Email marketing plays a big role in mobile marketing. b. Email marketing methods are similar to direct mail. c. Most marketers are planning to increase spending on email marketing. d. Email marketing presents a small but very reliable ROI.

Email marketing presents a small but very reliable ROI.

How should a marketer start choosing keywords for a site?

Examine the target audience and what they search for.

A tagged web page enables marketers to track how fast a webpage loads.

False

B2B customers make their purchasing decisions based primarily on the content of the company website.

False

Because search engines use objective algorithms, search engine marketing has no way to improve a site's ranking in search results directly.

False

Behavioral targeting is usually done by setting up cookies.

False

Brand storytelling is about explaining your company's values and goals.

False

In the Valid Metrics Framework, social media exposure is measured using qualitative metrics.

False

Loyalty programs are an effective tool for CRM because they have long-term impact.

False

Mobile advertising has expanded in importance because it now reaches the most people.

False

Overall, customers do not seem to want self-service for customer service.

False

P2P or crowd servicing is not usually a good channel for customer service.

False

Responsive sites generally cost less than adaptive sites to develop.

False

Retail apps are successful in CRM because users find them an efficient way to make purchases.

False

Social CRM is primarily expected to affect B2C customer relationships, not B2B CRM.

False

Spam is primarily a problem because it erodes customer trust.

False

T or F: Coke has used a combination of digital channels, but few traditional channels, for its marketing communications in recent years.

False

The difference between a responsive site and an adaptive site is that a responsive site actually changes layout to accommodate different screen widths, while an adaptive site is designed so that the same layout works on all screen widths.

False

The four key content metrics include consumption, sharing, sales, and repeat interactions.

False

The largest source of revenue in mobile advertising is video advertising.

False

Web-enabled customer services like email and web chat are cheaper because it doesn't require a live agent.

False

While customers will only use an app or site that provides a good CX experience, they are unwilling to spend more for it.

False

While users would be put off by a poorly organized site, search engine spiders can navigate any website.

False

Facebook offers good audience segmentation, but a very limited selection of display ad formats. a. True b. False

False, Facebook has more display ad formats than Google and more than any other social media site.

While there are other platforms for paid search on social media, Google is the only search engine that allows paid search advertising and campaign management. a. True b. False

False. Bing and Yahoo! both offer similar services modeled on Google.

Email marketing is cheaper than direct mail but offers a lower ROI. a. True b. False

False. It can be two to three times the ROI on direct mail.

The most important information in a marketing email should be placed in the upper right corner. A. True B. False

False. It should be in the upper left corner, but including it in the upper portion of the email is the most important overall.

Marketers have largely been forced into opt-in permissions levels because customers prefer it. a. True b. False

False. Marketers have frequently chosen this as a way to get fewer, better quality leads.

Mobile ad revenue is growing, but is currently lower than ad revenue from non-mobile devices. a. True b. False

False. More than half of digital advertising was spent on mobile devices in 2015, and for some sites, like Facebook, revenue from mobile is over 80% of total ad revenue.

Promoted posts are a type of display ad that has been clicked on by lots of users. a. True b. False

False. They are ads that are designed to look like native advertising.

According to the Rogers and Peppers group, the email marketing process is as follows: a. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics b. Gather customer data, set campaign goals, develop actions and incentives, execute emails c. Analyze target audience, design email campaign, create contact list, send emails d. Develop campaign goals, collect customer data, execute campaign, review and revise

Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics

Compared to the past, relational marketing:

Has gotten easier

Promotions and discounting emails should: a. Avoid tactics used in direct marketing b. Have a deadline c. Include multiple offers d. Avoid repetition

Have a deadline

According to Google, the critical categories of mobile site design are:

Homepage and site navigation, search, commerce, forms, and usability

The example of Dreamfields Pasta shows: a. How companies can encourage permissions-based email by offering incentives and rewards b. How niche products help create community c. The benefits of expanding email marketing even if it requires a greater initial outlay. d. The dangers of emailing customers too frequently

How companies can encourage permissions-based email by offering incentives and rewards

Google's Ad Rank is calculated by: a. The CPC, the Quality Score, and the expected click-through rate b. How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions c. The similarity between the customer's search term and the purchased keyword, the initial ranking of the page, and the amount the advertiser has bid d. The bid per keyword, the expected click-through rate, and ad relevance Hide Feedback

How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions

According to Rogers and Peppers, the steps in a CRM strategy are:

Identify customers, differentiate them, interact with them, customize your contact

A buyer persona:

Is created differently for B2B and B2C contexts

Native advertising:

Is designed to mimic the style and content of the page on which it appears

Compared to traditional marketing, content marketing:

Is more targeted

Why is the Starbucks loyalty app an example of good app design?

It combines utility with loyalty-building.

All of the following are true of localized advertising EXCEPT:

It is more expensive than non-localized advertising.

Customers found this channel to provide the least satisfying customer service experience as of 2015:

Letter

All of the following can be aspects of effective website design EXCEPT:

Many target segment divisions

The most important thing to consider in developing mobile content is:

Minimizing content per page to limit scrolling and confusion

Providing excellent customer service has gotten more difficult because:

Mobile and other technologies mean customers want immediate and efficient responses

Studies show that:

Mobile search brings in only one-third the revenue of desktop search.

Micro-moments are:

Opportunities for advertisers to meet a customer need for immediate information or a

What channel and circumstance makes it easiest for marketers to measure ROI?

Paid Search

Which of the following features is NOT a recommended part of digital display advertising?

Pop-out or expansion formats

As CRM moves to the cloud:

Productivity is expected to be higher, but IT requirements will increase

Which of the following statements about digital ad serving is NOT true?

Real-time bidding requires that ad auctions be open to all advertisers.

In ad serving, third-party marketing services:

Sell online campaigns to the advertisers and deliver the ads to the sites

How has semantic search changed SEO?

Semantic search makes it more important to combine keywords with longer content.

Which metric might be tested as part of site usability testing?

Shopping cart abandonment

Which of the following is not something designers need to consider when designing website navigation?

Similarity to other websites

What do traffic metrics measure?

Site Activity

Compared to content directed at the B2C market, websites for the B2B market should:

Support a longer purchase decision process

In the distribution process:

The brand pushes content to different channels, which encourage people to take an action.

The Koodo case study shows:

The importance of considering the target audience in choosing customer service channels

During a search:

The web server sends the search terms to another server which replies with pre-indexed content.

A primary reason customers switch brands is poor customer service.

True

A site that is not mobile-optimized will rank lower in search results.

True

Blog posts, infographics, and presentations are usually derived from a company's core content.

True

Contact management software is a CRM tool.

True

Designers should create a mobile-appropriate bare-bones version of the site first, and then add features for the full-screen version.

True

Display advertising consists of a headline, copy text, and images.

True

KPIs help a company choose what metrics are most important in measuring performance on high-level goals and objectives.

True

L'Oréal uses mobile customer experience as a way to sell services, not products.

True

One benefit of providing exceptional customer service is that it is difficult for other companies to achieve it.

True

Overall, the most common way people start shopping for a retail item is by an online search.

True

Segmentation can help a company determine how different groups of people behave on a website.

True

Spiders look not only for keywords but how often they are used.

True

Wearable technology is an example of the growing concept of the Internet of Things.

True

Website development should begin by developing site objectives based on marketing objectives.

True

Google's mobile friendly ad formats display more copy on mobile devices than its older ad formats. a. True b. False

True. In addition, they are easier to read on mobile devices.

Typical metrics gathered from an email campaign are numbers delivered, opened, and clicked-through. a. True b. False

True. More detailed or specific metrics may be gathered, but these are almost always included.

One new option in mobile email marketing is the use of geo-targeting. a. True b. False

True. This allows advertisers to deliver messages at ideal times and places, based on things like time zone.

In a paid search campaign: a. A company can pay for their ad to show up early in search results even if the user isn't looking for something similar. b. The results will be displayed in search engine results, but not on other types of pages c. Companies bid on keywords in an auction to win higher search placement. d. The ads must be text-only to fit the search requirements.

c. Companies bid on keywords in an auction to win higher search placement.

The difference between using the Google Search and the Google Display Network is: a. Search allows only text-based advertising, while the Display Network supports a wider variety of formats. b. Search only shows results on a Google search page, while the Display Network also places ads on other sites. c. The Display Network allows the advertiser to choose specific sites or types of sites on which to include its ad, while Search is based on the match between keywords and the user's searches. d. The Display Network shows the ad only on sites that are guaranteed to reach a certain number of users, while Search puts the ad on the most relevant—but sometimes niche—search pages.

c. The Display Network allows the advertiser to choose specific sites or types of sites on which to include its ad, while Search is based on the match between keywords and the user's searches.

Which of the following is NOT a Google ad type? a. Shopping-specific ads b. App promotions c. Call-only ads d. Predictive ads

d. Predictive Ads

Most businesses say ____ is their primary goal from improved customer service.

retaining existing customers