MGT 6311 Final Exam

What aspects of a video can be optimized for VSEO? - title, thumbnail, meta tags Give some strategies for VSEO - 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? - search engines, recommendations from friends/family, navigating to a URL, paid ads/promotions When should the CTA be included in a video promotion? - as early as possible What are some methods of payment for video ads? - 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? - 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? - number of views, average view time, CTR on CTA, drop off points Name 5 goals for a video marketing campaign - communication, increase sales, lead generation, provide customer service, promotion How should you determine which metrics to track for a video marketing campaign? - 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 - Google ads (paid), company Facebook page (owned), influencer blog post about new product (earned) What are some features unique to mobile use? - personal, always carried, always on, built-in payment, location services What needs to be considered before starting a mobile marketing campaign? - specific customer segment needs, habits, preferences (will a mobile campaign likely influence target audience?) What does "internet of things" mean? - devices are connected, more data than ever available on customers What metrics (other than downloads) can be used to evaluate an app's success? - 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? - 3 seconds How can responsive design improve a marketing campaign? - 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? - 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? - avoid spam, keep relevant, easy interaction (UX), balance personalization and privacy, integrate across platforms, channels