MGT6311 Final Exam with Complete Solutions

What aspects of a video can be optimized for VSEO? - ANSWER-title, thumbnail, meta tags Give some strategies for VSEO - ANSWER-upload new content regularly, encourage engagement via likes, shares, subscriptions, track metrics and delete unsuccessful videos, use most important keywords in 1st 3 words of title, meta tags, etc. How do users find new videos? - ANSWER-search engines, recommendations from friends/family, navigating to a URL, paid ads/promotions When should the CTA be included in a video promotion? - ANSWER-as early as possible What are some methods of payment for video ads? - ANSWER-pay if user watches more than 30 seconds, PPC, pay if user watches whole video (total length less than 30 seconds) How do YouTube and Facebook differ in their definitions of a user viewing a video? - ANSWER-YouTube counts a view as more than 30 seconds, Facebook counts a view as more than 3 seconds What are key metrics for success for video ads? - ANSWER-number of views, average view time, CTR on CTA, drop off points Name 5 goals for a video marketing campaign - ANSWER-communication, increase sales, lead generation, provide customer service, promotion How should you determine which metrics to track for a video marketing campaign? - ANSWER-Pick the metrics that will tell the most about the overall goal of the campaign (i.e. if the objective is to increase sales, use CTR, conversion rate, etc) Give an example of paid, owned, and earned media - ANSWER-Google ads (paid), company Facebook page (owned), influencer blog post about new product (earned) What are some features unique to mobile use? - ANSWER-personal, always carried, always on, built-in payment, location services What needs to be considered before starting a mobile marketing campaign? - ANSWER-specific customer segment needs, habits, preferences (will a mobile campaign likely influence target audience?) What does "internet of things" mean? - ANSWER-devices are connected, more data than ever available on customers What metrics (other than downloads) can be used to evaluate an app's success? - ANSWER-number of active users, retention rate, LTV/revenue per customer, session length, crash analytics What is the average customer threshold for abandoning a page while it's loading? - ANSWER-3 seconds How can responsive design improve a marketing campaign? - ANSWER-make sure ads display properly across devices (laptop, mobile, tablet) What should be true about the landing page a user reaches after clicking on an advertisement? - ANSWER-it should align with the content of the ad (i.e. if the ad is for black socks, the landing page should be a page where users can purchase that product, not for the company's homepage) What are some mobile best practices? - ANSWER-avoid spam, keep relevant, easy interaction (UX), balance personalization and privacy, integrate across platforms, channels What are key benefits of direct/email marketing? - ANSWER-cost effective, customizable, measurable, targeted, high ROI What is CRM? - ANSWER-customer relationship management Why is responsive email design important? - ANSWER-allow email to display properly across devices What are steps for implementing a direct marketing campaign? - ANSWER-1. grow user database, 2. design email content, 3. test for effectiveness, 4. segment database, 5. send email, 6. measure success, 7. repeat cycle of testing, optimizing, testing What shape do typical users have for their reading habits? - ANSWER-F shape How can you determine which/how many images to include in email content? - ANSWER-minimize images, make sure it makes sense without the images, use sparingly for best effect What is the most essential piece of an email marketing message? - ANSWER-the CTA (give it a prominent location, make it clear, include a link) How can your sender reputation score impact your email marketing campaign? - ANSWER-if you're within thresholds, your messages will go through, otherwise they'll go to the spam folder How does trust impact an email marketing campaign? - ANSWER-need to maintain customer trust, provide for easy unsubscribe/opt-out, don't send too many messages What metrics can be used to evaluate an email marketing campaign? - ANSWER-CTR, conversion rate, number of unique opens, number of unsubscribes, ROI, open rate, social shares, DB growth What is the difference between a hard bounce and a soft bounce? - ANSWER-hard bounce is due to something like an invalid email address, soft bounce is due to a full inbox or server failure What strategy can help determine which email design variations (subject line, text/image ratio, delivery time, CTA, etc) are best? - ANSWER-A/B testing What marketing strategy has the highest conversion rate? - ANSWER-email marketing At what stage in the customer journey should you use email marketing? - ANSWER-all stages (earn/keep trust, build brand awareness, drive sales, retention, build/maintain loyalty, etc.) What are 4 key email types? - ANSWER-transactional (thank you, delivery), newsletter, promotion/special offer, new product/service announcement What are ESPs and what are their benefits? - ANSWER-email service providers (i.e. mailchimp), good for tracking, segmenting, testing, dynamic personalization, cross-platform compatibility What is the optimal length for an email subject line? - ANSWER-no more than 15 characters What are some ways to build a database for email marketing? - ANSWER-buy a dataset, satisfaction surveys, trade shows, promotions, at sale What are email marketing best practices? - ANSWER-welcome email, respect privacy, make it easy to unsubscribe, don't send too many emails, personalize, continually test/optimize What are three goals for a Facebook ad campaign? - ANSWER-awareness, consideration, conversion What is a Facebook pixel? - ANSWER-unique code to add to your website's html for tracking user activity Which social media channel(s) is/are best for visual content? - ANSWER-Instagram, Pinterest