Deck 12: Mobile Marketing on Social Networks

Question 1

Desktop and TV are losing share to other types of screens.

Answer 1

True

Question 2

Regarding marketing strategies, what is the difference between the mobile-first strategy, the audience first strategy, and the omnichannel strategy?

Answer 2

The mobile-first strategy recommends preparing marketing programs for mobile before desktop; it was adopted by marketers based on Schmidt's recommendation to go mobile first, but he was speaking of IT development. The audience first strategy recommends using Big Data to learn about the target audience, then preparing a marketing plan targeted to that audience. The omnichannel strategy seeks to take into account all of the many channels consumers have at their disposal, including offline channels, and prepare a marketing plan with all of those channels in mind.

Question 3

Apps have little effect on the use and growth of mobile.

Answer 3

False

Question 4

The most popular communication app outside of the U.S. is:

A) email.
B) SMS.
C) Farmville .
D) WhatsApp.
E) none of these is correct.

Question 5

The Omnichannel approach to marketing considers all of these except :

A) social media.
B) online.
C) CRM.
D) physical store.
E) the omnichannel strategy considers all of these.

Question 6

People all over the world access Facebook at a higher rate than any other social network.

Question 7

Mobile has taken hold around the world, and growth is mostly uniform.

Question 8

Given the growth in the use of mobile, we can predict with a degree of certainty that the new "buy" buttons on such sites as Pinterest, Facebook, and Twitter will be successful.

Question 9

CX is:

A) a mobile-first experience.
B) an audience first experience.
C) an omnichannel experience.
D) a single event.
E) two of these.

Question 10

Consumers generally shop and compare on their computers, then purchase with their smartphones.

Question 11

Regarding the process of purchasing, the "upper funnel" is:

A) the last step prior to purchase.
B) seeking the advise of another purchaser.
C) seeking the advice of a friend.
D) the early activities like comparing.
E) the payment process.

Question 12

Which of the following statements is false? 

A) Apps are playing a major role in the growth of mobile.
B) Users now spend more time with mobile apps than accessing the Internet from their PCs.
C) Facebook is the most popular media app.
D) Today's smartphone contains many branded apps.
E) Starbucks users can pay with a wave of their smartphones.

Question 13

The top two activities on mobile are Facebook posts and viewing videos.

Question 14

Forrester Consulting argues that the mobile customer experience is created in micro-moments throughout the day, and listed all of these except :

A) want to know.
B) want to show.
C) w ant to go.
D) w ant to do.
E) want to buy.

Question 15

Proponents of the audience first marketing strategy recommend using massive amounts of:

A) big data.
B) targeted studies.
C) focus groups.
D) a udience definitions.
E) coupons.

Question 16

The top two activities consumers perform on their mobile smartphones are: 

A) emailing.
B) Facebook viewing.
C) texting.
D) A and B.
E) A and C.

Question 17

Location-based technology use is increasing in: 

A) laptops.
B) handheld computers.
C) social networks.
D) professional networks.
E) retail applications.

Question 18

Among the losers in the shift to mobile are: 

A) tablets.
B) desktop pcs.
C) television.
D) A through C.
E) B and C only.

Question 19

Using beacons, retailers are doing all of this except:

A) n oting a customer's proximity to the store, and perhaps offering promotions.
B) customers choose their products online, and they are ready in the store for pickup.
C) customers choose products online, and receive information about where to find them.
D) c ustomers can check out using their phones upon leaving the store.
E) as the customer leaves the store, a parking valet brings the customer's car to the door.

Question 20

Global growth in the use of mobile is such that: 

A) more than one-third of the world's people use mobile.
B) 25% of the world's people use mobile.
C) more than half of the world's people use mobile.
D) m obile is now used uniformly around the world.
E) 100% of the world's population of 18-34 year olds use mobile.

Question 21

Name three Best Practices for Social Mobile Marketing.