Question 1

__________ loosely means engaging a large group of people to come up with an idea or solve a problem. Some companies use the process to draw on the knowledge and opinions of a wide body of internet users to create better products and marketing plans, or solve other problems.

Accepted Answer

Crowdsourcing involves gathering input, ideas, or solutions from a large group of people, often via the internet, to solve problems or generate ideas.

Question 2

This refers to the act of a company or institution taking a function once performed by employees and outsourcing it to an undefined (and generally large) network of people in the form of an open call. This can take the form of peer-production (when the job is performed collaboratively), but is also often undertaken by sole individuals.

Accepted Answer

Crowdsourcing involves outsourcing tasks to a large group of people or community (a crowd) through an open call. This approach leverages the mass collaboration enabled by the internet to achieve goals or complete tasks.

Question 3

SEO is where a website's structure and content is improved to maximize its listing in the organic search engine results page according to relevant keywords or search phrases. SEO stands for:___________

Accepted Answer

SEO stands for "search engine optimization," which involves optimizing a website to improve its visibility in organic search engine results.

Question 4

This is a form of targeted advertising, on websites, with advertisements selected and served by automated systems based on the content displayed to the user.

Accepted Answer

Contextual advertising is a form of targeted advertising where ads are selected and served by automated systems based on the content being viewed by the user. This ensures that the advertisements are relevant to the content of the page.

Question 5

An approach to marketing communication in which brands create and disseminate content to consumers with the intention that the content generates interest, engages consumers, and influences behavior is known as:

Accepted Answer

Content marketing focuses on creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action. Unlike traditional marketing, content marketing aims to provide useful information to consumers, not just advertise products or services directly.

Question 6

______________refers to a group of Internet-based applications that allow the creation and exchange of content between people.

Accepted Answer

Social media refers to the platforms and technologies that enable users to create, share, and exchange information and ideas in virtual communities and networks.

Question 7

Epinions.com, Tripadvisor.com, and reviews on Amazon.com are examples of review sites widely shared first-hand feedback about consumer experiences. This refer to as:

Accepted Answer

User-generated content (UGC) refers to any form of content, such as images, videos, text, and audio, that has been posted by users on online platforms. Epinions.com, Tripadvisor.com, and reviews on Amazon.com are platforms where users share their personal experiences and feedback about products or services, making them prime examples of UGC.

Question 8

__________is based on transactions within national boundaries, but digital marketing exposes both individual organizations and the community to information, transactions, and social activity outside these boundaries.

Accepted Answer

The answer of __________is based on transactions within national boundaries,...

Question 9

Privacy legislation is also national or regional, and the right of an individual or organization to use information is subject to this legislation.

Accepted Answer

Privacy legislation varies by country and region, affecting how personal information can be used and shared, ensuring the protection of individuals' privacy rights.

Question 10

Information and transaction security requires consideration. As more services and marketing information is being shared digitally, the right to access and usability for all becomes an important agenda item for the dissemination of information and services.

Accepted Answer

The answer of Information and transaction security requires consideration. As...

Question 11

Given the prominence of social media today it hard to imagine that Facebook was founded only 15 years ago (2006), that Instagram was launched in 2010, Snapchat in 2011, and Tinder in 2012. In 2020, the social network penetration world-wide was 48%, meaning that almost half of the world's populations are regular users of one or more social media platform, and in Europe the penetration is 79% (Statista 2021a). New social media platforms are continuously introduced such as TikTok in 2017 and Clubhouse in 2020 and this development is likely to continue.

Accepted Answer

Facebook was founded in 2004, not 2006.

Question 12

Social media can be defined as the practice of using social media channels to promote business products or services and comprises use of social media as purchased, owned, and earned media (as well as for marketing research purposes.

Accepted Answer

The definition provided describes social media marketing, not social media itself. Social media refers to platforms that enable users to create and share content or participate in social networking.

Question 13

Online reviews are one of the most influential information sources for modern consumer decision making. Containing descriptions of other consumers' consumption experiences, they provide a glimpse into the potential advantages and disadvantages of products and services. While most consumers routinely read online reviews to inform their purchase decisions, the number of consumers who actively post reviews is astonishingly small.

Accepted Answer

This phenomenon is known as the "90-9-1 rule" or "1% rule" in internet culture, where it's observed that in most online communities, 90% of users are lurkers who never contribute, 9% contribute a little, and 1% of users account for almost all the action, including posting reviews.

Question 14

In terms of following influencers are often categorized into five distinct categories. Influencer with 0 - 10k followers and following based on celebrity status gained through social media "Newcomers" calls:

Accepted Answer

Nano influencers are those with a smaller follower base, typically between 0 to 10k followers. They are known for having a highly engaged audience despite the smaller size.

Quiz 16: Digital and Social Media Marketing