Mgt 6311 - Final Exam

MGT 6311 - FINAL EXAM




A/B0Testing0-
0ans✔When0conducting0A/
B0(also0known0as0split0testing),0the0marketer0should0only0be0changing0one0element0at
0a0time0so0that0they0can0easily0isolate0which0factors0have0an0impact0on0conversion0rat
e.0

Marketers0are0advised0to0use0A/
B0testing0if0just0beginning0the0process0of0testing0and0if0the0test0size0will0be0small0from
0a0statistical0validation0perspective


Advertising0&0Awareness0-
0ans✔Paid0media0can0be0used0across0social0for0advertising0purposes


Analytics0Questions0-0ans✔1.0What0has0happened?
0This0is0one0of0the0first0questions0to0ask.0This0can0be0resented0in0the0form0of0views,0c
licks,0the0user0path,0conversions,0social0mentions0etc

2.0Why0have0actions0been0taken?
0Marketers0need0to0try0to0understand0very0clearly0why0those0actions0have0occurred0


3.0What0should0be0done0next0to0optimize0marketing0efforts?

Benefits0of0Onsite0Video0-0ans✔-
0Make0Website0Stickier:0makes0customers0spend0more0time0on0our0site0


-0Capture0Customer/
Prospect0Attention:0help0pull0the0customer0deeper0into0the0buyer0journey0

-0Create0Buzz:0create0new0awareness0and0interest0via0viral0advocacy

-
0Disseminate0Information0More0Clearly:0easier0for0a0customer0to0see0a0product0in0acti
on

,-0Build0product/
service0interest:0Seeing0and0hearing0a0person0talk0can0be0a0more0engaging0process0

-0Entice0Conversion/Purchase:0help0the0influence0of0conversion0or0purchase

Benefits0of0Social0Media0Marketing0-0ans✔-0Communication0and0Outreach

-0Advertising0and0Awareness

-0Sales0and0Lead0Generation

-0Insights0and0Research

-0Community0Management

-0Support0and0Customer0service

-0Reputation0Management

-0SEO

Bumper0Ads0-0ans✔These0are0non-
skippable0ads0up0to060seconds0long0that0must0be0watched0before0a0video0can0be0vie
wed

Business0goals0for0using0online0video0-0ans✔-0Communication
-0Sales
-0Lead0Generation
-0Customer0Service
-0Promotion

Call(s)0to0action0(CTA)0-
0ans✔Include0one0or0more0calls0to0action0within0the0email.0Anything0that0has0copy0ent
icing0the0customer0to0take0action,0and0links0to0the0website0can0be0considered0a0CTA.0
Prominent0CTAs0typically0appear0as0button

Common0Site0Analytics0Considerations0-0ans✔-
0Traffic0Source:0Where0are0visitors0coming0from?0


-
0Audience0Characteristics:0Such0as0demographics0can0be0gleaned0and0then0be0used0t
o0help0tweak0the0types0of0content0and0copy0on0the0site0

-0Audience0Behaviors/
User0Path:0We0can0see0where0a0consumer0moves0throughout0the0website.0The0point0i

, s0to0begin0to0understand0what0sort0of0patterns0are0occurring0within0consumer0behavio
rs

-0Conversion0Analysis:0We0need0to0be0measuring0conversions.0

-
0Mobile0Metrics:0Think0about0how0consumers0are0behaving0on0their0mobile0devices.0T
he0goal0is0to0understand0how0consumer0behaviors0can0change0and0sometimes0vary0d
ramatically0on0one0device0vs0another

Communication0and0Outreach0-0ans✔Social0media0provides0the0opportunity0for02-
way0communication0between0the0brand0and0consumers.0Organizations0can0leverage0t
his0channel0to0support0its0promotional0activities

Community0Management0-
0ans✔Finding0brand0evangelists0and0encouraging0them0to0support0the0brand0is0a0com
mon0goal0with0community0management.0Creating0brand0trust0and0credibility0through0t
hought0leadership0is0also0a0common0goal.

Consider0Content0Size0&0Type0-0ans✔-020in030people0are0primarily0visual0learners
-0The0average0attention0span0of0adult0online0users0is0roughly080seconds
-0Consumers0are0bombarded0with0about03,0000brand0impressions0each0day

Making0written0copy0easy0to0scan0through0bullet0points,0shortening0promotional0messa
ges0that0focus0on0just0one0or0two0things

Conversion0Rate0Optimization0(CRO)0-
0ans✔The0goals0for0any0website0should0be0a0function0of0the0organization's0strategic0g
oals:

-0Increase0brand0awareness
-0Lead0generation0
-0Drive0product/service0sales

CRO0-0Display0Ads0-
0ans✔Consider0testing0the0difference0between0using0a0product0image0versus0an0imag
e0containing0a0person

CRO0-0e-Commerce0-0ans✔-
0Images:0Images0of0different0sizes,0or0entirely0different0image0content,0could0make0a0b
ig0difference.

-0Call0to0Action:0"Add0to0cart"0or0"Buy0now"0may0affect0shopper0behavior.0

-
0Shipping0Information:0Test0to0see0whether0displaying0shipping0costs0before0actual0ch