Final Exam Flashcards
(35 cards)
Which of the following is not generally regarded as a
potential business goal for using video in digital
marketing efforts?
a.Driving increased sales
b. Restricting promotions
c. Improving communication
d. Generating leads
e. Enhancing customer service
Restricting promotions
Which of the following is not a feature attributed to
mobile smartphones?
Built in payment system
Almost always carried and on
Augmented reality capabilities
Personal devices
Transaction measurement is mostly accurate (cannot measure pre-paid/pay-as-you-go plans)
Transaction measurement is mostly accurate
(cannot measure pre-paid/pay-as-you-go plans)
Analyzing each step a user takes on a website to
reach a conversion is known as:
Event
Conversion rate
Funnel analysis
Click path
Landing page analysis
Funnel analysis
Which of the following is not a type of email used in
email marketing?
Promotional
Transactional (e.g. Thank you email, Order confirmation, etc.)
Fragmented
Newsletter
New product/service
Fragmented
There are many things that can be tested on a
landing page. Which of the following is not generally
considered an element worthy of testing?
Call to action
Images
Meta data
Page copy
Offer
Meta data
Which of the following statements regarding social
media is not true?
Direct, personal contact can be established with customers
Marketers can obtain insights into their target audience segments
Social media marketing poses little risk to organizations because platforms are free
Messages can potentially be spread at little cost
Niche targeting is much easier
Social media marketing poses little risk to
organizations because platforms are free
Mobile analytics are important for improving crosschannel marketing campaigns as well as optimizing
mobile channels. Each of the following is considered
an important metric to measure, except:
Mobile device type
Screen size
How mobile visitors came to the app/site
Device proximity for brick and mortar (retail) purchases
Session length
Device proximity for brick and mortar (retail)
purchases
Using video on a website can accomplish several
objectives. For a commercial B2B site with a goal of
creating leads where complex sales occur offsite (i.e.
not through an e-commerce transaction), which of
the following is the best reason for using video?
Disseminate information clearly and build interest for the prospective customer
Consumers always correlate the use of video with sophistication and expertise
To entertain customers to make the site stickier
Prospects will not share other forms of media/content, but video will be shared
Video is always the best format for enticing conversion
Disseminate information clearly and build interest
for the prospective customer
Which one of the following statements is not a
benefit of using email marketing?
It’s easy to customize/personalize
The cost per contact is very low relative to other forms of digital marketing
It’s always delivered to customers effectively and efficiently
It’s a highly targeted tactic (e.g. segment customer groups)
It’s highly measurable
It’s always delivered to customers effectively and
efficiently
Which of the following is not a type of mobile
advertising?
Application (app) display ads
Search ads
Jumbotron ads
SMS (text) ads
Push notifications
Jumbotron ads
Which of the following is not typically considered a
potential benefit of social media marketing?
Potential for content to go viral
Ability to create online communities
Reduces the need for integrated marketing tactics
Provide a forum for brand evangelists
Ability to obtain feedback regarding customer & prospect’s likes and dislikes
Reduces the need for integrated marketing tactics
Within the practice of CRO a marketer can test an
array of digital tactics. Which of the following
is not one of the primary areas mentioned in the
text?
Landing Pages
Social Media
Email
Display & Search Ads
Affiliate
Affiliate
Best practices related to the use of onsite video for
marketing purposes includes each of the
following except:
Making it easy to share (links, social bookmarks)
Providing user controls (stop, mute, sizing)
Auto play
Ease of playback (not requiring software or plugins to view)
Contextually relevant
Auto play
Which of the following statements is not true?
Smartphone penetration is increasing
Mobile phone users have proved reluctant to hand over their phone numbers for marketing messages, perhaps fearing a similar deluge of spam to the one they receive in their email inboxes
Optimizing a site for mobile has no impact on ecommerce conversion or SEO
Although many items may not be purchased online (e.g. an automobile), consumers actively use mobile devices in the buyer journey (e.g. researching alternatives)
Roughly half of U.S. ecommerce website traffic comes from a mobile device
Optimizing a site for mobile has no impact on
ecommerce conversion or SEO
Which of the following is not considered a key
benefit associated with email marketing?
Highly measurable
Highly targeted
High ROI
High relative cost per contact, but very high reach potential
Relatively easy to customize/personalize
High relative cost per contact, but very high reach
potential
When establishing objectives and goals for your
social media efforts, which of the following is not an
important consideration:
Defining KPIs
Defining what it is you want to achieve
Determining how success will be measured
Integrating CRM data via an API
Specifying a time frame for achieving your objective
Integrating CRM data via an API
Which of the following is not one of the six unique
features of mobile?
Mobile devices are personal
Mobile devices are always carried
Mobile devices are highly standardized
Mobile devices allow accurate audience measurement
Mobile devices are always on
Mobile devices are highly standardized
Common email build and send considerations
include each of the following except:
Subject line copy
Use of CTAs (call to action) in the email body
Frequency of email sends
Eliminating social icons/links to avoid distractions in the email
Layout of the email body (i.e. where images and copy are placed in the email)
Eliminating social icons/links to avoid distractions
in the email
A website conversion is when:
A page is viewed
A visitor bounces
A visitor completes a target action
A visitor remains on a page for 60 seconds or longer
A visitor moves from one page to the next
A visitor completes a target action
Which of the following statements regarding social
media is not true?
Social media allows you to engage with an online community and allows you to connect your brand to the appropriate audience
Social media’s potential to go viral is one of its greatest benefits
Social media activities do not affect SEO
Social media allows you to create an online community for your brand and its supporters
Feedback from social media sites helps drive both future business as well as marketing strategies
Social media activities do not affect SEO
Which of the following is not commonly regarded as
a benefit associated with mobile marketing?
Ability to use QR codes
Geo-targeting capabilities
Leveraging MMS/SMS
CPC filtering
Targeting via local search
CPC filtering
Which of the following statements about email
marketing is not true?
Although it can be profitable, it’s one of the lower ROI digital tactics
Typical KPIs include open rate, click through rate, and bounce rate
Common tactics to build an email database include online registration forms (e.g. newsletter signup), online & offline contests, e-commerce sales, and tradeshows
It’s important to test emails across multiple email clients (e.g. Outlook, Gmail) and devices to ensure they render well for a good customer experience
If possible, sending personalized emails that use a customer’s first name and/or information about their preferences is typically considered an email best practice
Although it can be profitable, it’s one of the lower
ROI digital tactics
Calls to action that pop up during a video and entice
certain actions from viewers are known as:
Metadata
Thumbnails
Vlogs
Captions
Video cards
Video cards
Which of the following statements about mobile
advertising is true?
Blackberry ads have the highest click through rates
Trends indicate mobile advertising is decreasing
iPhone owners almost never click on ads
Metrics for mobile ads cannot be measured accurately
On average, mobile banner ads have higher click through rates compared with PC banner ads
On average, mobile banner ads have higher click
through rates compared with PC banner ads
