Deck 16: Digital and Social Media Marketing

Question 1

Strategies to direct the target audience to the content need to be in place; this is most commonly done via:___________

A) promotions, social media, and mobile marketing.
B) search marketing, promotions, and advertising.
C) search marketing, mobile marketing, and advertising.
D) mobile marketing, social media, and advertising.

Answer 1

B

Question 2

Marketing that moves away from a transaction-based effort to a conversation (i.e. two-way dialogue) and can be described as a situation or mechanism through which marketers and a customer (e.g. stakeholders) interact usually in real-time is known as: ___________

A) Interactive marketing.
B) Digital marketing.
C) Electronic marketing.
D) Direct marketing.

Answer 2

A

Question 3

___________ enables a shift in consumer behaviours that transforms expectations and interactions between consumers and marketer beyond the digital touch points being used.

A) Social Networking
B) Digital Gaming
C) Mobile
D) Digitalization

Answer 3

D

Question 4

In terms of following influencers are often categorized into five distinct categories. Influencer with > I million followers and Following based on celebrity status gained through social media "Everyday celebrity" calls:

A) Celebrity influencer .
B) Mega influencer .
C) Macro influencer .
D) Nano influencer .

Question 5

The set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network is called:

A) Internet marketing.
B) E-mail marketing.
C) Viral marketing.
D) Mobile marketing.

Question 6

___________is someone who posts to social media in exchange for compensation.

A) content marketing.
B) mobile marketing.
C) social media influencer .
D) AI-influencers .

Question 7

One of the key considerations when setting up a crowdsourcing task is ____________.

A) reviewing the social media campaign objectives
B) motivating the crowd to take part
C) evaluating high-opportunity
D) identifying a set of appropriate social media metrics

Question 8

Search engine marketing (SEM) is one of the main forms of internet advertising. Its aim is to promote websites by increasing their visibility in search engine result pages (SERPs). Which of the following is not one of these methods?

A) Search Engine Optimization (SEO).
B) Blogging.
C) Pay-per-click (PPC).
D) Paid inclusion.

Question 9

Google, Yahoo and Bing are examples of:

A) Search databases.
B) Search engines.
C) Banner ads.
D) Web crawlers.

Question 10

_______refers to payments made for clicks on text links that appear at the top or side of search results for specific keywords.

A) Paid listings
B) Paid inclusion
C) Contextual search
D) Site optimization

Question 11

Digital marketing is the management and execution of marketing using specifically digital electronic technologies and channels (e.g. web, e-mail, digital TV, wireless media and digital data about users/customers characteristics and behaviour) to reach markets in a timely, relevant, personal, interactive and cost-effective manner.

Question 12

Passive marketing can be described as creating a situation or mechanism through which a marketer and a customer (or stakeholders) interact, usually in real time.

Question 13

Co-created content (CCC)is the act of interacting, creating content or applications, by at least two people.

Question 14

Internet marketing is a process of marketing accomplished or facilitated via the use of internet technologies (e.g. web, email, intranet, extranets).

Question 15

Social Media Marketing (SMM) is a form of digital marketing that describes the use of the social web and social media (e.g., social networks, online communities, blogs, wikis) or any online collaborative technology for marketing activities.

Question 16

Paid inclusion uses sponsored search engine listings to drive traffic to a website. The advertiser bids for search terms, and the search engine ranks ads based on a competitive auction as well as other factors.

Question 17

The key value of an influencer comes from its followers, which make up an attentive audience for their posts. This audience have opted in to seeing the influencer's social media content, thus providing marketers opportunities to reach a certain customer group, with a uniquely targeted post that will be likely to receive attention.

Question 18

Mobile marketing is the set of practices that enables organizations to communicate and engage interactively with their audiences through any mobile device or network (MMA, 2009).

Question 19

Successful marketing in a digital world requires digital marketing to be integrated into marketing research, products and services, as well as marketing communication and channel distribution plans.

Question 20

Copyright law is a global issue, and the copyright laws (what can and cannot be used without the originator's permission) are standardized no matter what country you are marketing in or to.

Question 21

__________ 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.

A) Crowdsourcing
B) Social networking
C) Peer review
D) Collective engagement

Question 22

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.

A) Synchronicity
B) Viral
C) Interactivity
D) Crowdsourcing

Question 23

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:___________

A) search engine opticalization
B) search engine optimization
C) software expansion optimization
D) search engine operations

Question 24

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.

A) Contextual advertising
B) Internet advertising
C) Direct marketing
D) Interactive marketing

Question 25

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:

A) content marketing.
B) viral marketing
C) interactive voice response (IVR).
D) internet marketing

Question 26

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

A) Social networking
B) social media.
C) Digital marketing
D) Social media marketing.

Question 27

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:

A) User-generated content (UGC)
B) Social media marketing
C) Digital marketing
D) Content marketing

Question 28

__________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.

A) Permission.
B) Juristiction.
C) Commercial law
D) Ownership.

Question 29

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

Question 30

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.

Question 31

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.

Question 32

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.

Question 33

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.

Question 34

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:

A) Celebrity influencer.
B) Mega influencer.
C) Macro influencer.
D) Nano influencer.