Deck 9: Digital Marketing

Question 1

The biggest disappointment Web users had with Web 3.0 was the inability to connect to events in real time.

Answer 1

False

Question 2

Typically, the most effective financial incentives offer something free or at a discount.

Answer 2

True

Question 3

Brand engagement typically focuses on direct mail and toll free numbers to drive customers to e-commerce sites to make purchases.

Answer 3

False

Question 4

A shopping cart is a method of payment for an e-commerce purchase.

Question 5

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Question 6

Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.

Question 7

In terms of social media, business-to-business customers want expertise.

Question 8

A high percentage of online shoppers abandon shopping carts prior to checkout.

Question 9

Web 1.0 transformed traditional retailing by creating engagement between companies and customers.

Question 10

Although companies use social media sites and Twitter, few of them employ individuals to monitor the sites.

Question 11

E-commerce focuses on selling goods or services on the Internet.

Question 12

According to research by Shama Kabani, the number one reason people use social networks is to locate friends and interact with them.

Question 13

Web 2.0 changed the ways consumers communicate and interacted with businesses.

Question 14

Channel integration involves making sure all aspects beyond the Web work together.

Question 15

Three types of incentives can be used to encourage customers to make online purchases: financially-based incentives, convenience-based incentives, and price-based incentives.

Question 16

Cyberbait includes any type of lure or attraction that brings Web customers to visit a bricks and mortar store.

Question 17

Cyberbait is a lure or type of attraction designed to bring people to a website.

Question 18

Digital marketing incorporates e-mail with e-commerce.

Question 19

According to BizRateResearch, the most popular online promotion is a price-off (or coupon) offer.

Question 20

Web 4.0 transformed traditional retailing by creating engagement between companies and customers.

Question 21

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Question 22

QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.

Question 23

E-commerce is a key part of many business-to-business operations.

Question 24

Most shoppers have looked at least once at an online peer review of a product before finalizing their purchase decisions.

Question 25

Consumers are wary of shopping privacy issues and security issues on the Web.

Question 26

Beyond apprehension about identity theft and fraud, consumers worry that firms will sell personal information that should remain private.

Question 27

In interactive marketing, software can be used to analyze an individual's Web activity and then customize marketing communications and marketing offers.

Question 28

A new type of mobile advertising is the use of in-app commercials.

Question 29

While trust is one key to overcoming concerns about privacy and security, most consumers do not know information can be tracked and recorded and thus are not worried.

Question 30

The Internet is the ideal medium for interactive marketing because of the low cost per contact.

Question 31

To encourage consumers and businesses to return to a website on a regular basis, it may be necessary to offer financial incentives, convenience incentives, and value-added incentives.

Question 32

Many of the online exchanges and auctions are intermediary companies that simply match buyers and sellers.

Question 33

24-hour availability is an example of a convenience incentive that can be used to attract people to an e-commerce site.

Question 34

In business-to-business markets, the number of hits at a business-to-business website is directly related to the amount of money spent on advertising and sales promotions.

Question 35

A growing area of e-commerce in the business-to-business sector is online exchanges and auctions.

Question 36

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

Question 37

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a bricks and mortar store.

Question 38

Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.

Question 39

Mobile marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

Question 40

Interactive marketing is the development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers.

Question 41

Search engine optimization (SEO) is the process of placing advertisements on search sites.

Question 42

Dwell time measures the amount of time individuals spend on the company's website.

Question 43

According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy begins by identifying the one word your brand stands for.

Question 44

Of the three methods of search engine optimization, the most effective is paid search ads.

Question 45

The largest category of online advertising expenditures is for spots on search engines.

Question 46

To be on the first page or top 10 sites on a search engine when a product or information is sought requires optimizing content, optimizing programming, and code that will be picked up by the search engines. Even with these steps, it can take months or years to get to the top of the search.

Question 47

One major advantage of online advertising is the number of metrics that allow advertisers to measure results, almost simultaneously.

Question 48

Using traditional media to promote and attract consumers to a website is brand spiraling.

Question 49

Widgets provide consumers access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Question 50

Interactive marketing emphasizes the targeting of individuals with personalized information, and it also engages the customer with the product and company in some way.

Question 51

One method of obtaining search engine optimization is through paid search insertions that come up when certain products or information is sought.

Question 52

Budgets for online advertising have steadily increased in recent years.

Question 53

Widgets are mini-applications embedded in a company's website to track a visitor's movements and activities while on the site.

Question 54

Brand spiraling is the practice of using interactive media to promote and attract consumers to an online website.

Question 55

Organic, or natural emergence of a website on a search engine can be enhanced through paid search insertions through search engines, such as Google.

Question 56

Banner ads account for about half of all online advertising.

Question 57

Facebook presents the largest source of display ads of all social networks.

Question 58

The majority of Web traffic begins at a search engine.

Question 59

A search engine is the primary method most consumers use to discover new websites and to search for information.

Question 60

Dwell rate measures the proportion of ad impressions that result in users clicking an advertisement or mousing over the ad.

Question 61

To be successful, an e-mail marketing program need not be integrated with other channels, because it is a stand-alone process.

Question 62

The power of online buzz created through participation in blogs has grown at an exponential rate.

Question 63

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Question 64

Company leaders cannot monitor negative comments on Twitter, which creates difficulties controlling marketing messages.

Question 65

In order to ensure a positive brand image is developed through a company-sponsored blog, it is important to monitor and filter out negative comments made by customers.

Question 66

Most consumers are tolerant of spam, which makes the creation of an e-mail program easier.

Question 67

Web analytics is the process of analyzing where consumers went on a brand's website, what they did within the website, and what other websites were visited.

Question 68

For a company, Twitter can provide valuable information on how customers feel about a brand and what they are saying.

Question 69

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

Question 70

Blogs can provide a small business with a relatively inexpensive way to communicate with customers.

Question 71

Blogs are a form of word-of-mouth communications.

Question 72

Company leaders should never respond to negative comments sent to blogs, because doing so gives the comment credibility.

Question 73

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan, make product modifications, and enhance service strategies.

Question 74

Web analytics allow a company to develop e-mail campaigns that offer the greatest chance of response.

Question 75

E-mail newsletters can create brand awareness, drive traffic to a website, and spur sales.

Question 76

Companies that use social media can offer some type of discount or special promotion to fans.

Question 77

The most well-known social network site is Facebook.

Question 78

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

Question 79

E-mail marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

Question 80

Amazon.com has been at the forefront of customer-generated reviews.