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MGT 6311 KNOWLEDGE TEST & MASTER
SUMMARY ACHIEVE EXCELLENCE 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
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
