E-MARKETING MODULE 3 & 4 QUIZZES REVIEW FOR FINAL
If Steven uses the "promoted accounts" paid advertising available to companies on Twitter, it will show up in the ______ section of Twitter. Answers: "Trends" tweets notification "Who to Follow"
"Who to Follow"
To track the number of video views on his website, Anthony would set up a(n)______ goal. Answers: destination event pages-per-visit time-on-site
: event
The largest social media platform is Answers: Facebook Twitter Pinterest YouTube
Advertising on Facebook offers brands the following unique differences, except Answers: Facebook allows for a variety of targeting options not available with traditional online advertising Facebook advertising can display with the ad the name of a friend who Liked the brand's page Facebook advertising costs less than either display or search advertising organic and paid displays are mingled together in Facebook's News Feed
Facebook advertising costs less than either display or search advertising organic and paid displays are mingled together in Facebook's News Feed
If Zach finds through analytics that visitors from mobile devices have 0.5% conversion rate whereas users on a full-size monitor have a 3% conversion rate, what should he do? Answers: Conclude that mobile users are just browsers and not purchasers Block mobile users from coming to the site Investigate whether the website is optimized for mobile users Focus advertising efforts on mobile users to increase their conversion rate
Investigate whether the website is optimized for mobile users
KPI stands for what? Answers: Key performance indicator Key practice initiator Key premium industry Key potential interest
Key performance indicator
A twitter handle, the unique identifier of a twitter account, begins with the ______ symbol. Answers: @ # $ !
Selected Answer: @
The ______ is a measure of the amount of time individuals spend at a website. Answers: average page depth average visit duration site bounce rate page bounce rate
Selected Answer: average visit duration
Social media is not free because Answers: most social media platforms charge companies money to have an account companies must allocate resources to managing their social media accounts social media typically drives customers away, which costs the company money social media requires companies to hire a creative agency
Selected Answer: companies must allocate resources to managing their social media accounts
Building brand equity means increasing Answers: consumers' positive mental associations with a brand a brand's market share consumers' interactions with a brand through social media a brand's presence in both traditional media and social media
Selected Answer: consumers' positive mental associations with a brand
An advantage of using a blog post for a brand's social media content is it Answers: is versatile is information rich generates website visits appeals to a wide variety of consumers
Selected Answer: generates website visits
A "hit' is another term for a(n) Answers: pageview site visit purchase video view
Selected Answer: pageview
Web analytics track the identity of a computer through Answers: placing a cookie on each computer that visits the site requiring all users to log in before browsing the site the IP addresses from users' computers passing on personal identifiable information about the owner of the computer looking up the identity of computer users from an NSA database
Selected Answer: placing a cookie on each computer that visits the site
The easiest way for a company to manage its reputation with online review sites is to Answers: have employees leave positive comments point out where negative comments are not justifiable produce superior products and services ignore all negative comments
Selected Answer: produce superior products and services
Advantages of social media over traditional media in inducing customers to make additional purchases include the following, except the purchase can be immediate, through clicking on a link the purchase can be tracked if it is made through social media retail purchases will increase companies can see customer interactions with the brand on social media
Selected Answer: retail purchases will increase
Amber's analytics tells her that last week her site had 3,00 visits but only 2,500 visitors. what explains this discrepancy? Answers: The tracking code was not working on 500 visitors 500 visitors did not count because they did not enter the site from the homepage 500 visitors bounced after only one pageview, so they did not count for a complete visit Some visitors made multiple visits
Some visitors made multiple visits
One reason Pinterest has become popular is because people can mentally process pictures faster than words. Answers: True False
True
With promoted accounts advertising on Twitter, advertisers can target users by geography, gender, interests, device or similarity to current followers. Answers: True False
True
Of the following social media platforms, the one that is the most difficult for a brand to target a precise audience is Answers: Facebook Twitter Pinterest YouTube
YouTube
Linear attribution gives credit for a website visit to Answers: all online and offline customer touchpoints only banner ads seen by the customer only unique customer touchpoints all prior customer touchpoints that can be tracked in analytics
all prior customer touchpoints that can be tracked in analytics
A measure of user engagement with a website is Answers: average page depth unique visitors site bounce rate page bounce rate
average page depth
Segmenting visitors based on ______ can provide clues about possible technical glitches that do not allow the site to load properly. Answers: browser type new versus returning visitors geography timing of visit
browser type
Advertising on LinkedIn can be very profitable for Answers: any company of any kind companies targeting professionals companies with small marketing budgets companies in the Fortune 100
companies targeting professionals
After setting up goals in web analytics, the _____ metric would track the percentage of visits that resulted in the intended action. Answers: revenue revenue per visitor conversion rate destination rate
conversion rate
First step in creating an effective social media campaign is to Answers: measure success create the content of the campaign distribute and promote the content determine the objective of the campaign
determine the objective of the campaign
The conversion rate on traffic from ______ should be higher than the conversion rate for any other traffic source. Answers: paid search ads email campaigns display ads social media
email campaigns
To attract followers to its social media content through its website, a brand should post links to its social media on Answers: only the homepage product pages every page of the website all of its advertising
every page of the website
Positive content is more likely to rank online if it for Answers: uses the keywords over and over again has a large amount of links from reputable, powerful sites that also mention the branded keywords a company wishes to rank for doesn't really serve a purpose other than to outrank the negative content it is written by employees rather than a PR agency
has a large amount of links from reputable, powerful sites that also mention the branded keywords a company wishes to rank
Online reputation management (ORM) includes the following practices, except Answers: ensuring that searchers find positive information about a brand online monitoring the web for negative content determining if, when, and how to respond to a negative comment about a brand online identifying all of the backlinks for the site
identifying all of the backlinks for the site
To attract followers to a brand's social media content, a primary advantage of using a contest where consumers vote is Answers: it creates free publicity for the brand it encourages followers to make a purchase the company can announce the winner through social media individuals who vote are likely to share the content with friends asking them to vote
individuals who vote are likely to share the content with friends asking them to vote
The majority of Pinterest users are females because Answers: it is a visual medium, which only appeals to women it first gained popularity among the mostly female arts and crafts community Pinterest does not allow Pins for certain categories, which are the categories that would appeal to men social media usage is more prevalent among women generally
it first gained popularity among the mostly female arts and crafts community
The methods of attribution modeling that gives equal credit to every recorded interaction with a customer before the purchase or action is Answers: last-click attribution first-click attribution linear attribution time-decay attribution
linear attribution
The primary purpose of the hashtag (#) on Twitter is to Answers: add a witty phrase to a Tweet for comedic effect identify the source of the Tweet provide a link to discover additional information related to that tweet make Tweets searchable
make Tweets searchable
Web analytical packages can obtain the following information when someone visits a website, except Answers: name and address of web visitors geographic location Internet connection type navigation source
name and address of web visitors
If a brand wants to track how many people actually saw a video it posted to its social media, a good volume measure would be Answers: total number of comments number of views click-through-rate number of re-posts
number of views
The percentage of visits on a particular page that consist of only the one pageview is the Answers: entrance rate exit rate site bounce rate page bounce rate
page bounce rate
The second step in creating an effective social media campaign is to measure success plan the content of the campaign distribute and promote the content determine the objective of the campaign
plan the content of the campaign Answers:
Jordan has learned that on two different online review sites his company has more negative reviews than positive reviews. Strategies Jordan can take include the following, except Answers: improve its products and services point out where the negative review is incorrect and not believable respond with empathy and seek to resolve the issue try to take the conversation offline
point out where the negative review is incorrect and not believable
Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to Answers: provide a "Pin it' button on Pinterest-worthy content on the brand's website encourage website users to create a Pinterest account remove text content from the brand's website and convert it to visual content create video versions of all Pins
provide a "Pin it' button on Pinterest-worthy content on the brand's website
Social media content from a company should Answers: make the company seem like a friend to its followers usually be humorous provide value to its followers show advantages over the company's competitors
provide value to its followers
Effective emergency response to negative publicity includes Answers: responding in a timely manner ignoring most negative publicity replying on the same thread to each negative statement in the comments offering compensation to anyone that has posted negative comments
responding in a timely manner
All of the following are myths about social media marketing, except social media is free good social media must go viral social media will replace traditional media social media should be integrated with traditional media
social media should be integrated with traditional media
Effective emergency responses to negative publicity include the following T's, except Answers: timeliness transparency tenderness training
tenderness
Website analytical packages will allow a website to organize data in all of the following ways, except Answers: aggregate statistics for the website overall number of visitors from each country, state, and city paths people took within the website to visit various pages the GPS coordinates of individuals when they accessed the website through their mobile phones
the GPS coordinates of individuals when they accessed the website through their mobile phones
Last-click attribution gives credit for a customer's action to Answers: all of the sources that can be traced through web analytics only sources that have been coded with web analytics the most recent source that brought the individual to the point of action the first source that can be traced by web analytics
the most recent source that brought the individual to the point of action
Video or other content "goes viral" when Answers: it inserts a virus into any computer that opens the file it has such a visceral effect on watchers that it makes them ill those exposed to it forward it to other friends, thus spreading it until it reaches market saturation a virus within the video prevents it from playing on certain computers
those exposed to it forward it to other friends, thus spreading it until it reaches market saturation
Danielle has a blog with her website and wants to evaluate the engagement of her readers. Her blog posts usually take at least 4 minutes to read, and she wants to track the percentage of users who read an entire blog post. She should set up a(n)_____ goal. Answers: destination event pages-per-visit time-on-site
time-on-site
All of the following are methods of segmenting visitors to gain valuable insights into a websites traffic, except Answers: new versus returning visitors screen size device, such as mobile, tablet, etc. type of email campaign
type of email campaign
Of the following formats for creating social media content, the one most likely to go viral would be Answers: videos podcasts articles blog posts
videos
Content formats that are typically used by b-to-b companies are Answers: videos and podcasts white papers and webinars blog posts and articles articles and videos
white papers and webinars
