Chapter 12 Flashcards
(20 cards)
What is the overarching definition of digital marketing according to the text? a) Primarily using social media platforms to promote products. b) Exclusively marketing through the internet. c) An umbrella term for marketing products interactively using newer media, usually but not always the internet. d) Sending direct mail electronically.
c) An umbrella term for marketing products interactively using newer media, usually but not always the internet
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According to the text, what is a key reason for the high cost-effectiveness of email marketing? a) It reaches a broad, untargeted audience. b) It is expensive to administer, leading to higher perceived value. c) For every dollar spent, it can yield a significant return (e.g., twenty to forty dollars). d) It is difficult for consumers to ignore.
c) For every dollar spent, it can yield a significant return (e.g., twenty to forty dollars).
What is the primary goal of search engine marketing (SEM)? a) To create engaging content for social media. b) To send targeted email campaigns. c) To get internet traffic to a firm’s website by making it more visible in search engine results. d) To analyse website traffic using tools like Google Analytics.
c) To get internet traffic to a firm’s website by making it more visible in search engine results.
What is the process of making a website more visible in search engine rankings referred to as? a) Search engine marketing (SEM). b) Pay-per-click (PPC) advertising. c) Search engine optimisation (SEO). d) Retargeting.
c) Search engine optimisation (SEO).
Which of the following can negatively impact a website’s search engine ranking according to the text? a) Having a high number of inbound links from reputable sites. b) Regularly updating website content. c) A website that takes too long to load. d) Using relevant keywords in website content.
c) A website that takes too long to load.
What is a significant advantage of pay-per-click (PPC) advertising? a) It guarantees top rankings in search engine results. b) It is a one-time cost with long-lasting effects. c) If an ad isn’t generating clicks, a company can take it down and make changes at any time. d) It relies on unpaid methods to increase website visibility.
c) If an ad isn’t generating clicks, a company can take it down and make changes at any time.
What is retargeting in the context of digital marketing? a) Optimising website content for better search engine rankings. b) Sending follow-up emails to potential customers. c) Technology that displays the same ads or similar ads after a person leaves the landing pages they have been routed to. d) Analysing website visitor behaviour using analytics tools.
c) Technology that displays the same ads or similar ads after a person leaves the landing pages they have been routed to
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What is a key characteristic of an effective e-commerce landing page according to the text? a) It should contain a large amount of detailed information and numerous images. b) It should distract visitors with multiple calls to action. c) It should ideally mirror the design and language of the ad that directed the visitor there. d) It should primarily focus on social media links and sharing buttons.
. c) It should ideally mirror the design and language of the ad that directed the visitor there.
What is the purpose of A/B testing (split testing) in e-commerce marketing? a) To test the overall functionality of a website before launch. b) To analyse website traffic and user behaviour. c) To refine marketing messages and website elements by comparing two versions to see which performs better. d) To ensure compatibility across different mobile devices.
c) To refine marketing messages and website elements by comparing two versions to see which performs better.
What is m-commerce? a) Marketing exclusively through desktop computers. b) Marketing activities conducted via mobile devices. c) Traditional marketing integrated with digital elements. d) Marketing to a specific demographic segment.
b) Marketing activities conducted via mobile devices.
According to the text, what is a common drawback of banner ads in m-commerce? a) They are highly expensive. b) They are very effective at capturing user attention. c) Surveys suggest they can be annoying to people. d) They cannot be easily tracked for performance.
c) Surveys suggest they can be annoying to people.
What is the function of a QR code in mobile marketing? a) To display banner advertisements on mobile devices. b) To track user location for targeted advertising. c) To allow consumers to scan with their mobile phones to get more product information, reviews, and discounts. d) To enable voice-activated searches for products.
c) To allow consumers to scan with their mobile phones to get more product information, reviews, and discounts.
What are chatbots in the context of digital marketing? a) Visual advertisements that pop up on websites. b) Short text messages used for marketing promotions. c) Computer programs that utilise artificial intelligence to comprehend what people say and conduct human-like conservations. d) Social media influencers who promote products through live chats.
c) Computer programs that utilise artificial intelligence to comprehend what people say and conduct human-like conservations.
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Which of the following is NOT listed as a type of social network in the provided text? a) General purpose networks. b) Microblogs. c) Photo-sharing networks. d) Professional networking events.
d) Professional networking events.
What is a significant challenge for marketing professionals on social media due to the high volume of content? a) The low cost of reaching a large audience. b) The complete control companies have over their messaging. c) Figuring out how to be “heard” amidst the noise. d) The ease of directly selling products through overt commercial ads.
c) Figuring out how to be “heard” amidst the noise.
According to the text, how should companies generally approach social media marketing to be successful? a) By frequently posting overt advertisements for their products. b) By immediately correcting any negative comments or feedback. c) By offering people information they value, that makes life more fun or meaningful. d) By focusing solely on reaching the largest possible number of followers.
c) By offering people information they value, that makes life more fun or meaningful.
What is user-generated content (UGC)? a) Content professionally produced by a company’s marketing team. b) Advertisements created and shared by social media influencers for payment. c) Content such as photos, blogs, videos, and podcasts that individuals create, often free of charge, to share with others. d) Articles and reviews published by professional journalists and critics.
c) Content such as photos, blogs, videos, and podcasts that individuals create, often free of charge, to share with others.
What is the role of a community manager in social media marketing? a) Primarily focusing on creating and scheduling social media posts. b) Solely responsible for running paid advertising campaigns on social media. c) Helping to implement and manage social media campaigns, including listening to conversations, creating content, and assisting customers. d) Primarily analysing social media metrics and generating reports.
c) Helping to implement and manage social media campaigns, including listening to conversations, creating content, and assisting customers.
What is “bounce rate” in the context of digital marketing metrics? a) The number of times an advertisement is displayed to users. b) The total number of visitors to a website. c) The percentage of visitors who leave a site after viewing only one page. d) The rate at which website visitors convert into paying customers.
c) The percentage of visitors who leave a site after viewing only one page.
What does “click-through rate” measure in digital marketing? a) The number of times a website link is shared on social media. b) The total number of clicks a website receives. c) The percentage of people who click on an ad to get to a landing page. d) The rate at which customers complete a purchase after visiting a website.
c) The percentage of people who click on an ad to get to a landing page.
