Deck 9: Managing Digital Marketing

Question 1

According to the diffusion of innovation curve, what proportion of the total market for a product buy initially in the 'Innovators category'.

A)2.5%
B)13.5%
C)16%
D)34%
E)None of the above

Answer 1

A

Question 2

Conversational marketing involves the use of automated chatbots

Answer 2

False

Question 3

Which technique most accurately describes the analysis of historical data of interactions between a brand and its prospects and customers which is then applied to predicting the best type and timing of future communications to influence engagement and response.

A)Natural Language Generation (NLG)
B)Natural Language Processing (NLP)
C)Artificial Intelligence (AI)
D)Deep Learning
E)Machine Learning

Answer 3

E

Question 4

An application of _________ is to allow users to see additional information about a product, an item an exhibit, a place or even a person when viewing
via their smartphone.

A)Virtual Reality (VR)
B)Augmented Reality (AR)
C)Mixed Reality
D)Hyper Reality
E)None of the above

Question 5

In a large organisation, a ____________ can help identify relevant applications of new technology and media platforms and provide education and best practices

A)A centre of excellence
B)A logistics centre of excellence
C)A digital marketing centre of excellence
D)A digital media centre of excellence
E)None of the above