Download MGT 6311 Final Exam with correct answers and more Exams Digital Marketing in PDF only on Docsity!
MGT||\||\ 6311 ||\||\ Final||\||\ Exam||\||\ with||\||\ correct||\||\
answers
What's||\||\ the||\||\ second||\||\ largest||\||\ search||\||\ engine||\||\ besides||\||\ Google? YouTube The||\||\ four||\||\ most||\||\ common||\||\ video||\||\ types||\||\ are explainers how||\||\ to||\||\ videos product||\||\ demos testimonials When||\||\ was||\||\ YouTube's||\||\ first||\||\ video||\||\ aired? How||\||\ many||\||\ hours||\||\ of||\||\ video||\||\ are||\||\ watched||\||\ on||\||\ the||\||\ platform||\||\ monthly? What||\||\ %||\||\ of||\||\ views||\||\ come||\||\ from||\||\ mobile||\||\ devices? What||\||\ %||\||\ of||\||\ internet||\||\ traffic||\||\ come||\||\ from||\||\ it? Since||\||\ the||\||\ first||\||\ video||\||\ was||\||\ aired||\||\ on||\||\ April||\||\ 23rd||\||\ of||\||\ 2005, YouTube||\||\ has||\||\ grown||\||\ to||\||\ attract||\||\ over||\||\ one||\||\ billion||\||\ unique||\||\ visitors||\||\ each||\||\ month. Six||\||\ billion||\||\ hours||\||\ of||\||\ video||\||\ are||\||\ watched||\||\ on||\||\ the||\||\
platform||\||\ each||\||\ month,||\||\ and 25%||\||\ of||\||\ views||\||\ come||\||\ from||\||\ mobile||\||\ devices. It||\||\ accounts||\||\ for||\||\ 17%||\||\ of||\||\ all||\||\ internet||\||\ traffic. 56%||\||\ of||\||\ videos||\||\ made||\||\ in||\||\ the||\||\ last||\||\ year||\||\ are||\||\ less||\||\ than ||\||\ X||\||\ minutes||\||\ long 2 ||\||\ minutes; this||\||\ also||\||\ comes||\||\ from||\||\ platforms||\||\ like||\||\ Twitter||\||\ and||\||\ Instagram||\||\ having||\||\ limits what||\||\ are||\||\ the||\||\ most||\||\ popular||\||\ video||\||\ distribution||\||\ channels? websites||\||\ and||\||\ social Twitter||\||\ user||\||\ %||\||\ engagement||\||\ w/||\||\ video? X||\||\ videos||\||\ watched/day||\||\ on||\||\ Snapchat X||\||\ people||\||\ watch||\||\ videos||\||\ daily||\||\ on||\||\ Facebook X%||\||\ of||\||\ Facebook||\||\ videos||\||\ are||\||\ w/o||\||\ sound More||\||\ than||\||\ four||\||\ out||\||\ of||\||\ five||\||\ Twitter||\||\ users||\||\ watch||\||\ video||\||\ content||\||\ on||\||\ Twitter,||\||\ and an||\||\ amazing||\||\ 10 ||\||\ billion||\||\ videos||\||\ a||\||\ day||\||\ are||\||\ watched||\||\ on||\||\ Snapchat.
Communication||\||\ -powerful,||\||\ effective||\||\ medium||\||\ for||\||\ messaging,||\||\ 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 X%||\||\ consumers||\||\ prefer||\||\ videos||\||\ for||\||\ problem||\||\ solving X%||\||\ consumers||\||\ say||\||\ videos||\||\ help||\||\ comparison||\||\ shopping X%||\||\ say||\||\ video||\||\ increases||\||\ their||\||\ chance||\||\ of||\||\ buying||\||\ on||\||\ a||\||\ mobile||\||\ device In||\||\ a||\||\ recent||\||\ study,||\||\ more||\||\ than||\||\ two||\||\ thirds||\||\ of||\||\ consumers||\||\ indicated||\||\ they||\||\ preferred||\||\ watching||\||\ explainer||\||\ videos||\||\ as||\||\ the||\||\ method||\||\ for||\||\ solving||\||\ their||\||\ problems.
Nearly||\||\ three||\||\ quarters||\||\ of||\||\ millennials||\||\ indicate||\||\ video||\||\ helps||\||\ them||\||\ in||\||\ comparison||\||\ shopping. And||\||\ 40%||\||\ of||\||\ consumers||\||\ stated||\||\ video||\||\ increases||\||\ the||\||\ chance||\||\ they||\||\ will||\||\ purchase||\||\ a||\||\ product||\||\ through ||\||\ their||\||\ mobile||\||\ device. content||\||\ best||\||\ practices||\||\ for||\||\ online||\||\ video Capture||\||\ attention||\||\ early||\||\ -if||\||\ informative,||\||\ reinforce ||\||\ the||\||\ topic||\||\ at||\||\ the||\||\ beginning Shorter||\||\ is||\||\ typically||\||\ better||\||\ than||\||\ longer||\||\ unless||\||\ educational Keep||\||\ it||\||\ casual||\||\ -not||\||\ always||\||\ necessary||\||\ to||\||\ have||\||\ a||\||\ highly||\||\ produced||\||\ product Maintain||\||\ relevance||\||\ -content||\||\ should||\||\ be||\||\ on||\||\ topic||\||\ and||\||\ relevant||\||\ to||\||\ user||\||\ interests what||\||\ is||\||\ onsite||\||\ video,||\||\ and||\||\ why||\||\ use||\||\ it? videos||\||\ on||\||\ your||\||\ site,||\||\ instead||\||\ of||\||\ social||\||\ page,||\||\ YouTube,||\||\ etc. Ø||\||\ Make||\||\ website||\||\ stickier Ø||\||\ Capture||\||\ customer/prospect||\||\ attention
Description Meta||\||\ tags Get||\||\ a||\||\ brand||\||\ account||\||\ and||\||\ keep||\||\ channel||\||\ content||\||\ fresh||\||\ (new||\||\ videos||\||\ &||\||\ comments) Encourage||\||\ likes||\||\ and||\||\ sharing Videos||\||\ in||\||\ HD how||\||\ do||\||\ users||\||\ impact||\||\ VSEO? Ratings Comments||\||\ (use||\||\ to||\||\ engage||\||\ audience||\||\ -also||\||\ useful ||\||\ as||\||\ a||\||\ market||\||\ research||\||\ tool) Views Shares Playlist||\||\ additions Subscribes Flags||\||\ (like,||\||\ report) Best||\||\ practice||\||\ for||\||\ Facebook||\||\ videos
Set||\||\ expectations||\||\ (content)||\||\ e.g.||\||\ in||\||\ comments,||\||\ title Keep||\||\ it||\||\ short||\||\ (<60||\||\ seconds) Hyper||\||\ optimize||\||\ the||\||\ first||\||\ 4-5||\||\ seconds Select||\||\ your||\||\ thumbnail||\||\ wisely Include||\||\ CTAs best||\||\ practices||\||\ on||\||\ other||\||\ social||\||\ platforms||\||\ for||\||\ video Consider||\||\ platform||\||\ capabilities/constraints: Length Sound||\||\ §||\||\ Aspect||\||\ ratio Optimize||\||\ (keywords||\||\ &||\||\ hashtags) CTAs Contemplate||\||\ user||\||\ behaviors||\||\ on||\||\ the||\||\ platform||\||\ e.g.||\||\ LinkedIn||\||\ better||\||\ for||\||\ B2B||\||\ than||\||\ other||\||\ platforms common||\||\ metrics||\||\ for||\||\ digital||\||\ video Most||\||\ important||\||\ - ||\||\ figure||\||\ out||\||\ your||\||\ goals||\||\ and||\||\ what||\||\ metrics||\||\ are||\||\ KPIs||\||\ for||\||\ those||\||\ goals. Ø||\||\ Watch||\||\ time||\||\ Ø||\||\ Views||\||\ Ø||\||\ Average||\||\ view||\||\ duration||\||\
Title||\||\ Tags Playlist Description Promotion||\||\ on||\||\ your||\||\ site,||\||\ social||\||\ media Keywords What||\||\ did||\||\ TNT||\||\ do||\||\ well||\||\ w/||\||\ its||\||\ ad? content||\||\ aligned||\||\ with||\||\ TNT||\||\ brand grabs||\||\ attention What||\||\ did||\||\ dollar||\||\ shave||\||\ club||\||\ do||\||\ well||\||\ w/||\||\ its||\||\ ad? appealing||\||\ to||\||\ certain||\||\ emotional||\||\ hot||\||\ buttons||\||\ with||\||\ comedy very||\||\ short authentic what||\||\ did||\||\ DHL||\||\ do||\||\ well||\||\ w/||\||\ its||\||\ ad? probably||\||\ hoping||\||\ for||\||\ a||\||\ lot||\||\ of||\||\ earned||\||\ media||\||\ since||\||\ very||\||\ few||\||\ people||\||\ in||\||\ its||\||\ target||\||\ audience||\||\ would||\||\ actually||\||\ see||\||\ those||\||\ boxes
what||\||\ did||\||\ Dove||\||\ do||\||\ well||\||\ w/||\||\ its||\||\ video? has||\||\ emotional||\||\ pulls||\||\ that||\||\ makes||\||\ the||\||\ video||\||\ likely||\||\ to||\||\ be||\||\ shared More||\||\ than||\||\ X||\||\ people||\||\ have||\||\ mobile||\||\ devices 1.2||\||\ billion X||\||\ %||\||\ of||\||\ internet||\||\ pages||\||\ are||\||\ loaded||\||\ on||\||\ a||\||\ mobile||\||\ device 38.6% X%||\||\ of||\||\ internet||\||\ usage||\||\ is||\||\ now||\||\ mobile 71% %||\||\ time||\||\ in||\||\ apps||\||\ vs.||\||\ time||\||\ in||\||\ browser 89%||\||\ in||\||\ app||\||\ vs.||\||\ 11%||\||\ in||\||\ browser X%||\||\ of||\||\ users||\||\ abandon||\||\ a||\||\ page||\||\ if||\||\ it||\||\ loads||\||\ in||\||\ longer||\||\ than||\||\ X||\||\ seconds 40%||\||\ of||\||\ users||\||\ abandon||\||\ a||\||\ page||\||\ if||\||\ it||\||\ loads||\||\ in||\||\ longer||\||\ than||\||\ 3 ||\||\ seconds X%||\||\ of||\||\ consumers||\||\ use||\||\ their||\||\ mobiles||\||\ for||\||\ price||\||\ comparison 96%
Ø||\||\ Social||\||\ connectivity Ø||\||\ Augmented||\||\ reality Ø||\||\ Digital||\||\ interface examples||\||\ of||\||\ native||\||\ content||\||\ creation||\||\ functionality snap||\||\ photos,||\||\ record||\||\ audio/video,||\||\ draw examples||\||\ of||\||\ digital||\||\ interface controlling||\||\ your||\||\ vacuum||\||\ cleaner||\||\ or||\||\ thermostat||\||\ w/||\||\ your||\||\ phone what||\||\ are||\||\ goals||\||\ to||\||\ consider||\||\ in||\||\ mobile||\||\ application||\||\ design?
- ||\||\ What||\||\ problems||\||\ will||\||\ it||\||\ solve||\||\ for||\||\ the||\||\ customer?||\||\ What||\||\ are||\||\ the||\||\ benefits||\||\ of||\||\ using||\||\ it? - ||\||\ Do||\||\ our||\||\ customers||\||\ currently||\||\ use||\||\ apps?||\||\ If||\||\ not,||\||\ how||\||\ will||\||\ we||\||\ entice||\||\ behavior||\||\ change?
- ||\||\ How||\||\ is||\||\ it||\||\ different||\||\ from||\||\ existing||\||\ options? - ||\||\ What||\||\ are||\||\ we||\||\ trying||\||\ to||\||\ accomplish||\||\ with||\||\ the||\||\ app||\||\ in||\||\ terms||\||\ of||\||\ sales,||\||\ advocacy,||\||\ frequency||\||\ of||\||\ engagement,||\||\ branding,||\||\ etc.?
what||\||\ are||\||\ some||\||\ questions||\||\ to||\||\ answer||\||\ to||\||\ keep||\||\ customers||\||\ at||\||\ the||\||\ center||\||\ of||\||\ application||\||\ design? Create||\||\ Personas Learn||\||\ from||\||\ Social||\||\ Listening Consider||\||\ the||\||\ Buyer||\||\ Journey Consider||\||\ User||\||\ Stories Consider||\||\ User||\||\ Feedback what||\||\ are||\||\ some||\||\ questions||\||\ to||\||\ answer||\||\ in||\||\ technical||\||\ application||\||\ design? which||\||\ OS(s)? to||\||\ what||\||\ data||\||\ does||\||\ the||\||\ app||\||\ need||\||\ to||\||\ link? how||\||\ long||\||\ will||\||\ it||\||\ take||\||\ to||\||\ build||\||\ the||\||\ apps? UX||\||\ - ||\||\ is||\||\ the||\||\ app||\||\ intuitive? What's||\||\ the||\||\ SMS/MMS||\||\ mobile||\||\ marketing||\||\ channel? text||\||\ messages||\||\ - ||\||\ great||\||\ for||\||\ reminders what's||\||\ proximity/beacon||\||\ marketing? you||\||\ have||\||\ to||\||\ have||\||\ permission||\||\ from||\||\ your||\||\ consumers||\||\ e.g.||\||\ send||\||\ a||\||\ push||\||\ notification||\||\ if||\||\ the||\||\ app||\||\ can||\||\ tell||\||\ via||\||\ BlueTooth||\||\ or||\||\ GPS||\||\ that||\||\ you're||\||\ in/close||\||\ to||\||\ the||\||\ store.
other||\||\ mobile||\||\ marketing||\||\ methods offers||\||\ exclusive||\||\ to||\||\ mobile||\||\ devices,||\||\ or||\||\ text||\||\ to||\||\ win||\||\ competitions rewards||\||\ programs e-tickets/e-gift||\||\ cards best||\||\ practices||\||\ in||\||\ mobile||\||\ marketing avoid||\||\ spam||\||\ - ||\||\ get||\||\ permission relevance||\||\ - ||\||\ target||\||\ the||\||\ buyer||\||\ in||\||\ their||\||\ journey Easy||\||\ Interaction||\||\ -limit||\||\ user||\||\ tasks Addressability||\||\ -personalization||\||\ w/o||\||\ feeling||\||\ like||\||\ violating||\||\ data||\||\ privacy||\||\ preferences Geo-Targeting||\||\ -location||\||\ specific||\||\ marketing;||\||\ make||\||\ it||\||\ more||\||\ relevant||\||\ Integration||\||\ -complement||\||\ other||\||\ marketing||\||\ activities what's||\||\ a||\||\ particularly||\||\ effective||\||\ type||\||\ of||\||\ email? welcome||\||\ emails||\||\ - ||\||\ 320%||\||\ higher||\||\ revenue||\||\ than||\||\ other||\||\ types||\||\ of||\||\ email
why||\||\ should||\||\ you||\||\ put||\||\ calls||\||\ to||\||\ action||\||\ in||\||\ your||\||\ emails? people||\||\ don't||\||\ like||\||\ to||\||\ say||\||\ no||\||\ - ||\||\ ask||\||\ them||\||\ to||\||\ share||\||\ an||\||\ offer,||\||\ make||\||\ a||\||\ referral,||\||\ etc. prof's||\||\ thought||\||\ on||\||\ what||\||\ email||\||\ marketers||\||\ often||\||\ miss But||\||\ most||\||\ consumers||\||\ have||\||\ specific||\||\ preferences||\||\ that||\||\ guide||\||\ their||\||\ product||\||\ interest. As||\||\ in||\||\ aside||\||\ to||\||\ this||\||\ point,||\||\ let||\||\ me||\||\ say,||\||\ I||\||\ think||\||\ this||\||\ is||\||\ one||\||\ of||\||\ the||\||\ most||\||\ overlooked||\||\ opportunities||\||\ for||\||\ marketers.||\||\ Meaning,||\||\ the||\||\ opportunity||\||\ to||\||\ ask||\||\ consumers||\||\ for||\||\ a||\||\ little||\||\ information||\||\ that||\||\ will||\||\ help||\||\ them||\||\ better||\||\ segment,||\||\ position,||\||\ align,||\||\ etc.,||\||\ their||\||\ future||\||\ marketing||\||\ promotions. Also,||\||\ I||\||\ don't||\||\ think||\||\ companies||\||\ ask||\||\ customers||\||\ often||\||\ enough||\||\ about||\||\ the||\||\ right||\||\ frequency/type||\||\ of||\||\ email||\||\ for||\||\ them.||\||\ This||\||\ should||\||\ be||\||\ done||\||\ proactively||\||\ more||\||\ often. learning||\||\ from||\||\ Oreo's||\||\ Super||\||\ Bowl||\||\ Tweet they||\||\ thought||\||\ a||\||\ lot||\||\ beforehand||\||\ about||\||\ how||\||\ to||\||\ capitalize||\||\ on||\||\ the||\||\ Super||\||\ Bowl
what||\||\ are||\||\ Avinash's||\||\ three||\||\ blocks||\||\ of||\||\ web||\||\ analytics? Behaviour Experience Outcomes what||\||\ %||\||\ of||\||\ consumers||\||\ use||\||\ their||\||\ phone||\||\ for||\||\ mobile||\||\ shopping? 86% what||\||\ I||\||\ keep||\||\ missing||\||\ about||\||\ what||\||\ in||\||\ customer||\||\ strategy||\||\ informs||\||\ design: buyer||\||\ journey
