Mgt 6311 - Final Exam Study Guide: Key Insights and Statistics on Digital Marketing, Exams of Marketing

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Mgt 6311 - Final Exam Study Guide

questions with complete solutions

YouTube is the ____ most visited site on the internet - CORRECT ANSWER-✔✔✅2nd _____ of all adults use YouTube - CORRECT ANSWER-✔✔✅74% or roughly 3/ ____% of B2B decision makers use YouTube to research purchase - CORRECT ANSWER-✔✔✅51% ___% of all videos published are _______ long - CORRECT ANSWER-✔✔✅56%; less than 2 minutes 4 most common video types - CORRECT ANSWER-✔✔✅1. Explainers

2. Product Demos
3. How-To
4. Testimonials ___% of Facebook videos are watched without ___________ - CORRECT ANSWER-✔✔✅85%; Sound ____ million users visit FB video platform every day - CORRECT ANSWER-✔✔✅ 75 ___% of IG users watch buy a product from a video ad - CORRECT ANSWER-✔✔✅ 72 ___% view rate from LinkedIn video campaigns - CORRECT ANSWER-✔✔✅ 82 A view is considered a view on FB when _____________________ - CORRECT ANSWER-✔✔✅it runs for at least 3 seconds When marketers include the word video in email subject line - CORRECT 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 _____% - CORRECT ANSWER-✔✔✅200- Generally, including videos have a roughly ____% increase on CVR - CORRECT ANSWER-✔✔✅ 100 ___% of all consumer web traffic will be videos - CORRECT ANSWER-✔✔✅ 80 ___% of consumers indicate that they're willing to share videos with their friends and peers - CORRECT ANSWER-✔✔✅ 83 ___% of the US internet audience watches online videos - CORRECT ANSWER-✔✔✅ 85 Business Goal for Using Online Video - CORRECT ANSWER-✔✔✅Communication - powerful medium, building trust, establishing credibility Sales - lower barriers to purchasing online Lead Generation - promote offline sales transactions Customer Service - Customer education and self-service Promotion - create interest/engagement for brand offerings ___% of consumers would prefer watching a video to solve product related problems as opposed to dealing with a person - CORRECT ANSWER-✔✔✅ 68 ___% of millennials find video helpful for comparison shopping - CORRECT ANSWER-✔✔✅ 74 ___% of consumers state that video increases the chance they'll purchase a product via mobile - CORRECT ANSWER-✔✔✅ 40

Studies show that in YouTube, there is a correlation between keyword optimized video descriptions and ranking? T/F - CORRECT 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 - CORRECT ANSWER-✔✔✅T VSEO - Consumer Driven Components - CORRECT ANSWER-✔✔✅- Ratings

• Comments
• Views
• Shares
• Playlist additions
• Subscribes
• Flags Comment count, Views, & Shares in YouTube video are strongly correlated in rankings; T/F - CORRECT ANSWER-✔✔✅T There are over __ billion users per month on FB and ___ billion daily video views - CORRECT ANSWER- ✔✔✅3; 8 Videos have the ____ engagement rate on FB despite making up ___% of the content - CORRECT ANSWER-✔✔✅highest; 3% Best Practices for FB Video - CORRECT ANSWER-✔✔✅1. Set expectations - w description

2. Keep it short - 60 seconds or less
3. Hyper Optimize first 4-5 seconds - grab attention
4. Select your thumbnail wisely
5. Include CTA's - ex clickthrough

When posting a FB video, best practices are 60 seconds or less? T/F - CORRECT ANSWER-✔✔✅True Measurement & Reporting on Social Media - CORRECT ANSWER-✔✔✅- Watch Time

• Views
• Avg View Duration
• Likes/Dislikes
• Comments
• Shares
• Videos in playlists
• Subscribers
• Audience Retention
• Demographics
• Traffic Sources
• Playback locations Media Types - CORRECT ANSWER-✔✔✅1. owned media - Corp website, blog, FB fan page, etc.

2. earned media - Referral, FB Comments, Twitter mentions, etc.
3. paid media - Radio, print, tv, paid search, display YouTube InSearch Ads - CORRECT ANSWER-✔✔✅Paid video ads that display on top of the organic search results YouTube Discovery Ads - CORRECT ANSWER-✔✔✅Thumbnail ads that appear in the upper right hand corner of the search and watch ads YouTube Video Ads - CORRECT 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

Users tap, swipe, or click ______ times per day on average - CORRECT ANSWER-✔✔✅2, Avg time American adult spends on smartphone apps per month - CORRECT ANSWER-✔✔✅73.85 hours 88% of smartphone owners use their phone while driving. T/F - CORRECT ANSWER-✔✔✅T Key Mobile Phone Characteristics - CORRECT ANSWER-✔✔✅Personalization - 1 to 1 usage Proximity - almost always carried Always On Payment Transaction Capabilities Native Content Creation Functionality Measurement - Capture Analytics Social Connectivity Augmented Reality Digital Interface Mobile Application Considerations - CORRECT ANSWER-✔✔✅Customer Strategy Platform and Buildout Customer Strategy Mobile App Considerations - CORRECT ANSWER-✔✔✅Personas Social Listening Buyer Journey User Stories User Feedback Platform and Buildout App Considerations - CORRECT ANSWER-✔✔✅OS & Data UX - User Experience Mobile Channels - CORRECT ANSWER-✔✔✅SMS/MMS

Proximity/Bluetooth Beacons AR/VR Applications Mobile Sites QR Codes Mobile Implementation - CORRECT ANSWER-✔✔✅Mobile Advertising Mobile-based offers Mobile loyalty programs Mobile ticketing Text to win Mobile Implementation Best Practices - CORRECT 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 - CORRECT ANSWER-✔✔✅List Creation & Mgmt Segmentation Deliverability Marketing Goals Branding + Look & Feel Analysis & Reporting Number of email users globally is continually decreasing. T/F - CORRECT ANSWER-✔✔✅False; those numbers are increasing and email marketing is still effective

• new product announcements Promotional email KPI considerations - CORRECT ANSWER-✔✔✅CTR Purchase Rate Contact Us/Request More Info Newsletter email KPI considerations - CORRECT ANSWER-✔✔✅Open Rate Download Rate Forward Rate Database Growth Rate ESP - CORRECT ANSWER-✔✔✅Email Service Provider - Company used to send bulk emails ESP Services - CORRECT 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 - CORRECT ANSWER-✔✔✅False Email Structure Considerations - CORRECT 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 - CORRECT ANSWER-✔✔✅4-15 Characters Email Copy/Content Structure - CORRECT ANSWER-✔✔✅Header Greeting Body Footer Permission Based (Opt-In) - CORRECT ANSWER-✔✔✅Confirmation email at opt-in Easy to unsubscribe Provide clear benefits/value proposition Ways to build an Email database - CORRECT ANSWER-✔✔✅E-Commerce and in-store sales Online & Offline promos/contests Trade Shows Satisfaction Surveys Networking Buying a List Welcome Email - CORRECT ANSWER-✔✔✅- Immediate interest warrants immediate communication

• Trigger-Based Email Frequency - CORRECT ANSWER-✔✔✅Avoid too many emails Frequency interests likely to change over time Strike a balance Email Personalization - CORRECT ANSWER-✔✔✅Use Customer Name Use Demographics Use Behavioral Data for Customer Interests

Develop new products SMART Goals - CORRECT ANSWER-✔✔✅Specific Measurable Attainable Realistic Timely Know Your Audience - CORRECT ANSWER-✔✔✅Listen to your target audience Select keywords related to your mkt/business Segment your audience and define their characteristics Who is your audience? - CORRECT ANSWER-✔✔✅Customers Suppliers Content creators Product Reviewers What questions do we ask about our social media target audience? - CORRECT 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 - CORRECT ANSWER-✔✔✅Identify:
• content that will appeal to/engage audience
• key participants/influencers to showcase your product
• ways to participate/engage in dialogue Demographics are important to identifying target audience? T/F - CORRECT ANSWER-✔✔✅True

Social Media Landscape - CORRECT ANSWER-✔✔✅- Networking

• Publishing
• Sharing
• Messaging
• Discussing
• Collaborating Engage your audience - CORRECT ANSWER-✔✔✅Provide compelling content that stimulates Answer questions to lead to + experience What is the average attention span of an adult online? - CORRECT ANSWER-✔✔✅8 seconds ___% of people who are primary visual learners - CORRECT ANSWER-✔✔✅65% _______ brand impressions people face each day - CORRECT ANSWER-✔✔✅3, Social Transparency & Credibility - CORRECT ANSWER-✔✔✅- Be honest about who you are
• Allow for both + and - comments (opportunity to respond to both)
• Respect everyone Invest the Time - CORRECT ANSWER-✔✔✅- You get what you put in
• Consider resource allocation
• Experiment to determine best investments Social Measurement & Adjustment - CORRECT ANSWER-✔✔✅Metrics Try new channels/tactics Know that user behaviors/interests change

• personalization CRO - Paid Search Ads Testing - CORRECT ANSWER-✔✔✅Headline Body text Link Ad Extensions CRO - Landing Pages Testing - CORRECT ANSWER-✔✔✅Heading Copy CTA Color Images Offer CRO - e-Commerce Testing - CORRECT ANSWER-✔✔✅Images CTA Shipping Info Credibility Information What is the main differences between e-Commerce versus other CRO testing - CORRECT ANSWER-✔✔✅- Shipping Info
• Credibility Info (BBB, Paypal, Secure Transactions) CRO - Multivariate Testing - CORRECT ANSWER-✔✔✅When you take the results of A/B testing and test multiple factors at once CRO Process Steps - CORRECT ANSWER-✔✔✅- Gather (know purpose before - gather from website analytics)
• Analyze (better understand customers/behaviors)
• Correct (finding broken links, etc)

• Design (A/B, Multivariate)
• Implement
• Assess & Repeat Types of CRO Methods - CORRECT ANSWER-✔✔✅- A/B Testing
• Online Survey/Customer Feedback
• Copy Optimization
• Customer Journey Analysis
• Usability Testing
• Competitor Benchmarking
• Segmentation
• Event-Triggered/Behavioral Email
• Abandonment Email
• Multivariate Testing
• Cart Abandonment Analysis
• Website Personalization
• Expert Usability Reviews CRO Tools - CORRECT ANSWER-✔✔✅- Optimizely
• VWO
• Google Optimize (built into Google Analytics) Data Considerations - Digital - CORRECT ANSWER-✔✔✅- Decision Making
• Data Mining (Bottom-Up Approach)
• Validate Hypotheses (Top-Down Approach)
• Monitor & Timing
• Universal Analytics (track users across devices) Bottom-Up Approach - CORRECT ANSWER-✔✔✅taking what has happened and try to figure out why

Experience (Web Analytics FW) - CORRECT ANSWER-✔✔✅- Research

• A/B Testing
• Usability, FMH
• Voice of Customers Common Site Analytics Considerations - CORRECT ANSWER-✔✔✅- Traffic Source
• Audience Characteristics (Demographics)
• Audience Behaviors/User Path
• Conversion Analysis
• Mobile Metrics Data Visualization Considerations - CORRECT ANSWER-✔✔✅Graphs Charts Heat Maps Word Clouds Iterative App Development - CORRECT ANSWER-✔✔✅Design Build/Prototype Launch Two of the most important contributions of mobile to marketing - CORRECT ANSWER-✔✔✅Location Convenience 9 Principle of Mobile Marketing - CORRECT ANSWER-✔✔✅1. Personal

2. Always Carried
3. Always On
4. Built-in Payment System
5. Available at Point of Creative Inspiration
6. Accurate Audience Measurement

7. Social Context
8. Augmented Reality
9. Digital Interface USSD - CORRECT ANSWER-✔✔✅Pull method of reaching your customer in that they need to come to you ORM - CORRECT ANSWER-✔✔✅Online reputation management Creating a Social Media Strategy - CORRECT ANSWER-✔✔✅1. Get buy-in
10. Listen/understand the landscape
11. Analyze
12. Set objectives
13. Create action plan
14. Implement
15. Track UTM Parameters - CORRECT ANSWER-✔✔✅short text codes added to a URL to track important data about website visitors and traffic sources. Recovering from an online brand attack - CORRECT ANSWER-✔✔✅1. Be Prepared
16. Act Immediately!
17. If False, send evidence in a friendly tone
18. If True, send your side, take offline, apologize
19. Keep the negative pages out of search CRM - CORRECT ANSWER-✔✔✅customer relationship management DNS - CORRECT ANSWER-✔✔✅(Domain Name System) The Internet's system for converting alphabetic names into numeric IP addresses.