Final: Short Answer

Question 1

How to distinguish a trend from a fad (what questions to answer)

Answer 1

Is it compatible with a jchange in consumer lifestyles?
Does the innovation provide benefits?
Is the innovation compatible with other changes in the marketplace?
Who is adopting the trend?

Question 2

Fad

Answer 2

high sales for a short period of time

Will fade before a new product can be created

Question 3

Trend

Answer 3

Enduring

Question 4

Ways to build a good user test

Answer 4

• Responsive design creates an integrated experience across devices; want a seamless process
• Just do 3 tests
• Write tasks that center on your goals
• Give a reward or incentive

Question 5

1-3-6 Test

Answer 5

• Recruit a viewer unfamiliar with your website (or the digital property) you are testing
• Show them your website for 1 second, then 3 seconds, and finally 6 seconds
• Ask them to jot down answers to three questions:
  
  • What do you remember?
  • What can you do on this site?
  • Who is this site for?

Question 6

what can the 1-3-6 test teach you?

Answer 6

VOLUMES ABOUT HOW YOUR DIGITAL PROPERTY IS EFFECTIVELY (OR NOT) MESSAGING

Question 7

What does mobile first mean?

Answer 7

Building your digital property with the mobile user in mind first
Build for mobile and then expand
Thinking about how it’s going to appear on mobile -most people start here

Question 8

examples of mobile first

Answer 8

• how an email or website displays on smartphone vs desktop
• google can punish you by not having a mobile first platform
• social posts (shorter texts or more photos because you remember people are looking at it on mobile)
• using responsive design (know exactly what medium customer is using and adjust screen size from there)

Question 9

How a company can still get some organic reach on Facebook?

Answer 9

Encouraging engagement on posts
Asking fans to prioritize their feed (by changing their settings) 
Moving to groups
Live videos
Conversations in the comments
Paying money

Question 10

Bonus: how it can be used strategically to bring down prices on paid reach - Facebook

Answer 10

Reach people who have a relationship with your business whether they are existing consumers or people who have interacted with your business on Facebook or other platforms → this makes a “warm” audience so that your conversion rates will be higher and thus lowering your costs

Question 11

How a business can conduct marketing research as a specific subcategory of online listening? What can they learn and where can they listen?

Answer 11

• What features do consumers like? Dislike? What features do they want in the future? What problems do they have?
• Focus on reviews of your product and competitors (Amazon, yelp, youtube)
• Seek out online communities and discussions (reddit, topic-specific)
• Learn what people are sayinga bout your company and products, identify issues/bright spots, and innovate
• Learn about demographics and customers