Download MGT 6311 EXAMINATION ITEMS & CRITICAL CHECK PASS CERTIFIED 2026. and more Exams Marketing Management in PDF only on Docsity!
MGT 6311 EXAMINATION ITEMS &
CRITICAL CHECK PASS CERTIFIED 2026.
⫸ _____ of all adults use YouTube Answer: 74% or roughly 3/ ⫸ ____% of B2B decision makers use YouTube to research purchase Answer: 51% ⫸ ___% of all videos published are _______ long Answer: 56%; less than 2 minutes ⫸ 4 most common video types Answer: 1. Explainers
- Product Demos
- How-To
- Testimonials ⫸ ___% of Facebook videos are watched without ___________ Answer: 85%; Sound ⫸ ____ million users visit FB video platform every day Answer: 75 ⫸ ___% of IG users watch buy a product from a video ad Answer: 72
⫸ ___% view rate from LinkedIn video campaigns Answer: 82 ⫸ A view is considered a view on FB when _____________________ Answer: it runs for at least 3 seconds ⫸ When marketers include the word video in email subject line Answer: A. open rates increase by 19% B. CTR increase by 65% C. unsubscribes decrease by 26% D. All of the Above ⫸ When a marketer includes a video in an email, CTR increases _____% Answer: 200- 300 ⫸ Generally, including videos have a roughly ____% increase on CVR Answer: 100 ⫸ ___% of all consumer web traffic will be videos Answer: 80 ⫸ ___% of consumers indicate that they're willing to share videos with their friends and peers Answer: 83 ⫸ ___% of the US internet audience watches online videos Answer: 85
⫸ Why Onsite Video? Answer: Make website stickier - stay longer Capture customer attention Create buzz Disseminate information more clearly Build product/service interaction with a human interaction Entice conversion/purchase ⫸ Best Practices for Onsite Video Answer: Providing Control - Stop, Pause, Rewing, etc. Context - Consider using text Highlights - Display video topics, duration, etc. Ease of Dissemination - ease to share ⫸ VSEO Answer: Video Search Engine Optimization ⫸ VSEO - Marketer Driven Components Answer: 1. Keyword relevance
- Title
- Description
- Meta Tags
- Keep brand account channel fresh
- Encourage users to like and share
- HD format
⫸ Studies show that in YouTube, there is a correlation between keyword optimized video descriptions and ranking? T/F Answer: F; Studies don't show ranking correlation in YouTube like on Google, but it's still good for informative purposes ⫸ Studies have shown that the majority of page 1 results on YouTube are High Definition? T/F Answer: T ⫸ VSEO - Consumer Driven Components Answer: - Ratings
- Comments
- Views
- Shares
- Playlist additions
- Subscribes
- Flags ⫸ Comment count, Views, & Shares in YouTube video are strongly correlated in rankings; T/F Answer: T ⫸ There are over __ billion users per month on FB and ___ billion daily video views Answer: 3; 8 ⫸ Videos have the ____ engagement rate on FB despite making up ___% of the content Answer: highest; 3%
⫸ Media Types Answer: 1. owned media - Corp website, blog, FB fan page, etc.
- earned media - Referral, FB Comments, Twitter mentions, etc.
- paid media - Radio, print, tv, paid search, display ⫸ YouTube InSearch Ads Answer: Paid video ads that display on top of the organic search results ⫸ YouTube Discovery Ads Answer: Thumbnail ads that appear in the upper right hand corner of the search and watch ads ⫸ YouTube Video Ads Answer: Videos at the startup or during YouTube videos that can be skipped after 5 seconds, in which case the full video can be 60 seconds, or unskippable in which case they can be up to 30 seconds long ⫸ Brands can include smaller banner ads next to a YouTube video ad for free? T/F Answer: True ⫸ Overlay YouTube Ads are available on all forms of YouTube? T/F Answer: False; only can be used on desktop version of YouTube ⫸ Overlay YouTube Ads Answer: Semitransparent Ads that appear on the bottom 20% of the screen and include words or images
⫸ Bumper Ads Answer: non-skippable ads up to 6 seconds long that must be watched before a video can be viewed ⫸ Sponsored Cards Answer: cards that appear during your video to display relevant products featured in the video ⫸ # of unique mobile internet users in 2020 Answer: 4.28 Billion ⫸ ___% of all web traffic is mobile Answer: 55% ⫸ Average number of hours smartphone is used per day Answer: 4+ hours ⫸ Mobile devices account for ___% of paid search clicks Answer: 53% ⫸ Mobile Usage Answer: 90% time in apps 10% time in browser ⫸ If mobile load time is 5 seconds or less than viewing sessions last 70% longer. T/F Answer: T ⫸ Each person interacts with ___ apps each month on their mobile device Answer: 27
Buyer Journey User Stories User Feedback ⫸ Platform and Buildout App Considerations Answer: OS & Data UX - User Experience ⫸ Mobile Channels Answer: SMS/MMS Proximity/Bluetooth Beacons AR/VR Applications Mobile Sites QR Codes ⫸ Mobile Implementation Answer: Mobile Advertising Mobile-based offers Mobile loyalty programs Mobile ticketing Text to win ⫸ Mobile Implementation Best Practices Answer: Avoid Spam - ensure opt in communication Relevance - content, promotions Easy Interaction - limit user tasks
Addressability - personalization Geo-Targeting - location specific marketing Integration - complement other marketing activities ⫸ Email Marketing Characteristics Answer: List Creation & Mgmt Segmentation Deliverability Marketing Goals Branding + Look & Feel Analysis & Reporting ⫸ Number of email users globally is continually decreasing. T/F Answer: False; those numbers are increasing and email marketing is still effective ⫸ ___% of adults who are online use email Answer: 92% ⫸ ___% of people use their email on a daily basis Answer: 61% ⫸ Email has the lowest conversion rate compared to social, direct mail, etc. T/F Answer: False, email has the highest conversion rate at 66% ⫸ Key Email Benefits Answer: Low cost per contact Highly targeted
Contact Us/Request More Info ⫸ Newsletter email KPI considerations Answer: Open Rate Download Rate Forward Rate Database Growth Rate ⫸ ESP Answer: Email Service Provider - Company used to send bulk emails ⫸ ESP Services Answer: Ability to create multiple templates/campaigns Ability to A/B test and segment customers Dynamic personalization Ensure Delivery Email Client Compatibility Testing Analytics ⫸ Spam rates are increasing every year T/F Answer: False ⫸ Email Structure Considerations Answer: Sender Info Subject Line Email Copy/Content Use of Imagery
CTA - Call to Action Layout Mobile Email ⫸ What length of a Subject Line has the highest open rate Answer: 4 - 15 Characters ⫸ Email Copy/Content Structure Answer: Header Greeting Body Footer ⫸ Permission Based (Opt-In) Answer: Confirmation email at opt-in Easy to unsubscribe Provide clear benefits/value proposition ⫸ Ways to build an Email database Answer: E-Commerce and in- store sales Online & Offline promos/contests Trade Shows Satisfaction Surveys Networking Buying a List
Sales & Lead Generation Insights & Research Community Mgmt Support & Customer Service Reputation Mgmt SEO ⫸ Facebook social reach dropped ___% in the 1st 6 months after they changed their algorithm to show more user's post than business posts Answer: 52% ⫸ Facebook is the leading social media platform in both B2B and B2C marketing T/F Answer: True ⫸ Establish Social Media Goals Answer: Gain more customers Increase revenue Generate awareness Enhance customer service Reduce operating expenses Develop new products ⫸ SMART Goals Answer: Specific Measurable Attainable
Realistic Timely ⫸ Know Your Audience Answer: Listen to your target audience Select keywords related to your mkt/business Segment your audience and define their characteristics ⫸ Who is your audience? Answer: Customers Suppliers Content creators Product Reviewers ⫸ What questions do we ask about our social media target audience? Answer: - What are their behaviors? Sites visited, mobile or laptop, etc.
- What info can we gather internally? emails, contact forms, comments, telephone calls, etc.
- What info can we gather externally? blogs, forums, online news feeds, tweets ⫸ Establish a Strategic Presence Answer: Identify:
- content that will appeal to/engage audience
- key participants/influencers to showcase your product
- ways to participate/engage in dialogue
⫸ Invest the Time Answer: - You get what you put in
- Consider resource allocation
- Experiment to determine best investments ⫸ Social Measurement & Adjustment Answer: Metrics Try new channels/tactics Know that user behaviors/interests change ⫸ Omni-chanel marketing Answer: Using different media channels as part of the same campaign ⫸ CRO Answer: Conversion Rate Optimization ⫸ CRO Foundations Answer: - Organization's website is the hub for online website
- What are optimization goals? ⫸ Goals for organization's website Answer: Function of organization's strategic goals
- Product/Services
- Lead Generation (for offline services)
- Increase brand awareness
⫸ Types of Optimization Goals Answer: - Increase Traffic
- Enhance Engagement
- Improve Conversion ⫸ CRO Types Answer: - Mobile Marketing
- Video Promotion
- SEO
- Email Marketing
- Branded Content
- Social Media Promotion ⫸ CRO - Email Testing Answer: - subject line
- headline
- layout of the message
- call to action
- images
- personalization ⫸ CRO - Paid Search Ads Testing Answer: Headline Body text Link Ad Extensions ⫸ CRO - Landing Pages Testing Answer: Heading
