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MGT 6311: Digital Marketing Questions With Complete Solutions
What are the three most popular forms of video content? hhCorrect Answers hh- Comedy
Annotation hhCorrect Answers hhA comment or instruction added as text on a Youtube video (phased out in 2017)
Three things captions do hhCorrect Answers hh- labels a scene
- identifies a location or person
- narrates dialogue onscreen
Types of captions hhCorrect Answers hhopen and closed
Embedding hhCorrect Answers hhTaking video from an online video provider and posting it elsewhere on the web
Google AdWords hhCorrect Answers hhGoogle's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.
Metadata hhCorrect Answers hhInformation that can be entered about a webpage and the elements on it to provide context and relevance information to search engines
Video cards hhCorrect Answers hhCalls to action that pop up during a video and entice certain actions from viewers
Video search engine optimization (VSEO) hhCorrect Answers hhOptimizing videos for search engines
Video syndication hhCorrect Answers hhProcess of distributing and getting search coverage for videos
True/False: Online videos are expensive and difficult to produce hhCorrect Answers hhFalse: can be filmed at lower cost and quality than TV video
Video marketing covers these two approaches: hhCorrect Answers hh- video content
Video content hhCorrect Answers hhVideos made to entertain, inform, share updates, or otherwise enlighten/delight the viewer
Video ads hhCorrect Answers hhAds that are filmed and formatted for online use
Components of good video content hhCorrect Answers hh- addresses a current/trending topic
- enticing
- remarkable
- unique
- shareable
- short
Steps of video production hhCorrect Answers hh- identifying your audience
- follows recommendations from others
- goes directly to the URL
- finds video through paid ads and promotions
What are two examples of earned video promotion? hhCorrect Answers hh- Search optimization
Types of paid video ads hhCorrect Answers hh- overlay ads
- in-search ads
- discovery ads
- sponsored cards
- bumper ads (non skippable ads)
- video ads, appear before/during YT videos)
Differences between Facebook and YouTube video hhCorrect Answers hh- people aren't necessarily going to Facebook for video
- Facebook video disappears quickly from feed
- different lengths of time to be considered a view
How long is considered a view on Youtube vs. Facebook? hhCorrect Answers hhYoutube: 30 seconds Facebook: 3 seconds
How long should a Facebook video be? hhCorrect Answers hhLess than 60 seconds
How long do you have to catch a viewer's attention via Facebook video? hhCorrect Answers hh4 seconds
_________ is key for Facebook videos hhCorrect Answers hhRelevance
True/False: Facebook allows you to create video ads hhCorrect Answers hhTrue
True/False: 62% of consumers are likely to have a negative perception of a brand that published a video they considered poor quality. hhCorrect Answers hhTrue
Things to track related to a video ad hhCorrect Answers hh- views
- average view time
- conversion assists
- Clickthrough rate on the CTA
- viewer engagement
- dropoff points
App hhCorrect Answers hhSoftware developed specifically for smartphones and other mobile devices
Two types of apps hhCorrect Answers hhWeb apps and native apps
Augmented Reality hhCorrect Answers hhA form of virtual reality in which computer graphics are superimposed onto the physical space around the user by way of a mobile device
Bluetooth hhCorrect Answers hhA short-distance wireless transfer protocol for connecting devices
- Bluetooth Beacons
- AR/VR
- Apps
True/False: Consumers spend 50% of their time on mobile in apps rather than a browser hhCorrect Answers hhFalse: They spend 90% of their mobile time in apps versus browser
Five most popular mobile apps (As of 2016) hhCorrect Answers hh- Facebook
- YouTube
- Messenger
- Google Maps
- Play Store
Advantages of apps over browsers hhCorrect Answers hh- Easy access button on a home screen
- Integration with operating system
- Access to native functions
Four reasons to create an app rather than rely on mobile browser hhCorrect Answers hh- User needs to do something location- specific
- You need to do push messaging
- You need something graphics heavy that can't be done on Facebook or YouTube
- Service requires storing of sensitive info like credit cards
Permission Marketing hhCorrect Answers hhUser has to opt in to receive these notifications
Steps of the iterative development process hhCorrect Answers hhPrototype/Build, Launch, Design
Internet of Things hhCorrect Answers hhSystem in which everyday things are connected to the internet
Benefits of mobile marketing hhCorrect Answers hh- not required to educate audience
- location-specific
- immediate
- cost-effective
- reach people without desktop computers
- well-optimized content delivery
Challenges of mobile marketing hhCorrect Answers hh- Privacy is paramount
- Extreme range of screen sizes
- Small screen limits browsing and info input
- Requires careful thought
- Data costs can impact users
Is a billboard an example of direct or indirect marketing? hhCorrect Answers hhIndirect Marketing
What is B2B? hhCorrect Answers hhBusinesses sell to other businesses and not consumers
Clickthrough Rate hhCorrect Answers hhTotal clicks on a link divided by the number of times the link was shown
Strategies Tactics
What are the Five Cs? hhCorrect Answers hhCustomers Company Collaborators Competitors Context
Customers (5 Cs) hhCorrect Answers hhPotential buyers with wants and needs that the company aims to fulfill with its offerings
Business vs. non-business buyers
Company (5 Cs) hhCorrect Answers hhThe org or business unit providing certain goods or services
Look internally at messaging, positioning, etc.
SWOT hhCorrect Answers hhStrength, Weakness, Opportunities, Threats
Competitors (5 Cs) hhCorrect Answers hhOrgs that offer products or services that aim to fulfill the same wants/needs of the same customers as the company's offering
Collaborators (5 Cs) hhCorrect Answers hhExternal business entities that work with the company to create value for customers
Context (5 Cs) hhCorrect Answers hhThe environment in which the company operates and its associated elements
What does PESTEL stand for? hhCorrect Answers hhPolitical Economic Sociocultural Technological Ecological Legal
What are the steps of a customer marketing model? hhCorrect Answers hhAwareness Interest & Engagement Acquisition Customer Segmentation Customer Retention Support & Advocacy
Awareness hhCorrect Answers hhCreating an identification moment in the customer's mind
Interest & Engagement hhCorrect Answers hhInforming the customer of your offerings and encouraging them to learn more
"Now that I know you exist, why should I care?"
Acquisition hhCorrect Answers hhConverting a prospect into a customer
Customer Segmentation hhCorrect Answers hhDifferentiating between customer segments and marketing to them accordingly
Buyer Journey hhCorrect Answers hh- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
Five Ps hhCorrect Answers hhProduct Price Place Promotion People
Porter's Five Forces hhCorrect Answers hhPower of Customers Threat of New Entrants Threat of Substitute Products Power of Suppliers Competitive Rivalry within Industry
Digital Marketing Strategy Framework hhCorrect Answers hhDefine digital's mission (how should digital help the business?)
Derive digital strategy (how can digital fulfill this mission?)
Derive interaction strategy across customer lifecycle (leveraging digital's unique strengths)
Measure and Improve ROI (where to invest/how to increase ROI)
Define digital's mission hhCorrect Answers hhCreate customers Make more money Save more money Satisfy clients Grow CLV Increase brand equity
Derive Digital's Strategy hhCorrect Answers hhWhich presences have priority (mobile, etc)?
Which of the five site types still apply?
What are your KPIs and targets?
Which channels have priority (email, SEM, etc)
Five site types hhCorrect Answers hheCommerce Lead Gen Content Service Brand
Digital Interaction Strategy hhCorrect Answers hhPromote Persuade Nurture with permission and personalization Convert to customers Service Grow CLV Grow promoters
USP hhCorrect Answers hhUnique selling point - what makes your product or service better than the competition's?
True/False: The customer journey is linear hhCorrect Answers hhFalse. Customers may engage with the brand in a variety of ways before making a purchase.
The customer journey is cyclical.
True/False: Competitors are only those who are aiming to earn your customers' money. hhCorrect Answers hhFalse - competitors are also those capturing your customers' attention.
True/False: Digital marketing should be kept separate from the core strategy. hhCorrect Answers hhFalse, it should not be considered separate from the core strategy.
True/False: A marketing strategy should be constantly iterating and evolving. hhCorrect Answers hhTrue
True/False: It is easy for brands to differentiate on price hhCorrect Answers hhFalse, it is difficult to differentiate on price. Brands need to differentiate on value.
What is value? hhCorrect Answers hhA combination fo service, perceived benefits, and price.
Customers may be willing to pay a higher price for a better experience, or if they feel they are getting more than just the product.
Four Ps - Placement hhCorrect Answers hhMaking products visible online, such as a website or Facebook page
Components of a digital marketing strategy hhCorrect Answers hh- context
- value exchange
- objectives
- goals
- tactics
- KPIs
- targets
Attention economy hhCorrect Answers hhThe idea that human attention is a scarce commodity/limited resource
Customer experience map hhCorrect Answers hhA visual representation of the customers' flow from beginning to end of the purchase experience, including needs, wants, expectations, and overall experience
Customer persona hhCorrect Answers hhA detailed description of a fictional person to help a brand visualize a segment of the target market
Global citizen hhCorrect Answers hhA person who identifies as being part of the world community and acts according to and seeks to build world community values and practices
Tribe hhCorrect Answers hhA social group linked by shared belief or interest
- negative intrinsic moviators (fear, embarrassment)
Cognitive biases hhCorrect Answers hhPrejudices and preferences, as well as common ways of thinking that are inherently flawed
Knee-jerk bias hhCorrect Answers hhMaking a quick decision in a circumstance where slower, more precise decision-making is needed
Occam's Razor hhCorrect Answers hhAssuming that an obvious choice is the best choice
Silo effect hhCorrect Answers hhUsing a narrow approach to form a decision
Confirmation bias hhCorrect Answers hhOnly focusing on the information that confirms your beliefs (and ignoring disconfirming information)
Inertia bias hhCorrect Answers hhThinking and acting in a way that is familiar or comfortable
Myopia Bias hhCorrect Answers hhInterpreting the world around you in a way that is purely based on your own experiences and beliefs
Loss-aversion Bias hhCorrect Answers hhTending to favor choices that avoid losses, at the risk of potential gains
Shock-and-awe bias hhCorrect Answers hhBelieving that our own intelligence is all we need to make a difficult decision
Overconfidence effect hhCorrect Answers hhHaving too much confidence in our own beliefs, knowledge and abilities
Optimism Bias hhCorrect Answers hhBeing overly optimistic and underestimating negative outcomes
Force Field Bias hhCorrect Answers hhMaking decisions that will aid in reducing perceived fear or threats
Planning Fallacy hhCorrect Answers hhthe tendency to underestimate how long it will take to complete a task
Heuristics hhCorrect Answers hhDecision-making shortcut or mental model that helps us to make sense of a difficult decision- making process, or to estimate an answer to a complex problem
Availability Heuristic hhCorrect Answers hhOveremphasize the likelihood or frequency of things that have occurred recently because they come to mind more easily
Representativeness Heuristic hhCorrect Answers hhwe consider a sample to represent the whole, for example in cultural stereotypes.
Price-Quality Heuristic hhCorrect Answers hhMore expensive things are considered to be better quality.
