Digital Marketing Stukent Ch 1,8,9,10,11,12 – Flashcards
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provide a check box that is unchecked by default during the checkout process for customers to sign up for emails
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Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should
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sends an email to confirm the customer's desire to be on the email list
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A double opt-in email capture practice is one that
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As often as it can create valuable content
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How often should a company send emails?
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When response rate is highest
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During what time of day should emails be sent?
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send emails to the whole list while changing parts of the content to match segment characteristics.
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One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to
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sent to an individual to update him/her about a purchase
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A transactional email is
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a triggered email
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Sending an email to a shopper who has abandoned their shopping cart is an example of
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a dedicated landing page showing ski helmets with a 15% markdown
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If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to
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$1250
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Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email list of 1000 members?
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a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the reason for unsubscribing
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When a member of our email list clicks an unsubscribe button, they should be taken to
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Companies must allocate resources to managing their social media accounts.
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Why is social media not free?
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those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation.
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A video or other content "goes viral" when
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Yes
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A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely to go viral?
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build brand equity.
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For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to
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their dealers would be upset at having to compete with online sales.
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Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because
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provide value to its followers
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Social media content from a company should
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Both a and b.
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Companies should plan their content before they begin efforts to attract followers because
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Company X's fans are more engaged.
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Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's efforts if
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fan
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When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a __________ of the company.
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bid amount × click-through rate
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Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as
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@
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A Twitter handle, the unique identifier of a Twitter account, begins with which symbol?
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make Tweets searchable.
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A hashtag's primary purpose on Twitter is to
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some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average.
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A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because
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it first gained popularity among the mostly female arts and crafts community.
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The majority of Pinterest users are women because
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provide a "Pin it" button on Pinterest-worthy content on the brand's website.
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Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to
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a greater ability to target smaller, more specialized audiences, the ability to advertise with a smaller budget, and the ability to achieve conversions immediately.
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The benefit of advertising on YouTube instead of or in addition to television advertising is
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simultaneously entertains and advertises.
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The gold standard for business use of YouTube is to create a video that
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build its brand equity.
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IBM's primary goal in its use of YouTube is to
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IPO news from industries you are following.
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Which of the following would you NOT see in your LinkedIn Updates?
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companies targeting professionals.
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Advertising on LinkedIn can be very profitable for
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It places a cookie on each computer that visits the site.
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How does analytics track the identity of a computer?
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Memory
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What technical information about a visitor's computer is NOT known to analytics?
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Zip code
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What is the most detailed level of geographic information known to analytics?
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a page view
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A "hit" is another term for
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Some visitors made multiple visits.
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My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy?
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4
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The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week?
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Destination
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A retail site should track conversions by setting up a(n) ___________ goal in analytics.
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Time on site
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I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) _____________ goal.
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key performance indicator.
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KPI stands for
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average page depth; average visit duration
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A media site with lots of written articles should probably use __________ as a KPI, while a media site with mostly video content should us ____________ as a KPI.
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Getting visitors to place an item in the cart
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Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping information: 93 > Entered payment information: 87 > Completed transaction: 85 - Where should we focus our efforts to increase the conversion rate?
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investigate whether our site is optimized for mobile users.
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If we find through analytics that visitors from mobile devices have a 0% conversion rate while users on a full-size monitor have a 3% conversion rate, we should
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search engines
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Last-click attribution will likely exaggerate the value of traffic that comes from
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all prior customer touchpoints that can be tracked in analytics
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Linear attribution gives credit to
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IP address
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In order for 2 computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet?
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Identifies the requesting computer to a server. (helps the site gather information about the visitors, can better tailor their site experience or use their data)
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What does a cookie do?
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HTML
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Which programming langauge is a static, client side language?
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type the URL directly into their browser's address bar
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direct traffic is defined as visitors who:
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online advertisements
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both paid search traffic and paid referral traffic are the result of
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an organic search result
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unpaid search traffic comes when a user clicks on
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purchases/visits
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A retail website's conversion rate is calculated as
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traffic source (it WOULD measure in page views, video views, and time spent on site)
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what is NOT a way that a media site might measure engagement?
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they can more precisely target potential customers
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In general, advertisers are willing to pay more if
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HTML
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Web browsers process what language?
