MGT6311 Final Exam questions with verified answers
At what stage in the customer journey should you use email marketing?
Ans✓✓✓ all stages (earn/keep trust, build brand awareness, drive sales,
retention, build/maintain loyalty, etc.)
Give an example of paid, owned, and earned media Ans✓✓✓ Google ads (paid),
company Facebook page (owned), influencer blog post about new product
(earned)
Give some strategies for VSEO Ans✓✓✓ 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 can a heat map help with analytics? Ans✓✓✓ tell where users spend most
of their time on a site
How can responsive design improve a marketing campaign? Ans✓✓✓ make sure
ads display properly across devices (laptop, mobile, tablet)
How can you determine which/how many images to include in email content?
Ans✓✓✓ minimize images, make sure it makes sense without the images, use
sparingly for best effect
How can your sender reputation score impact your email marketing campaign?
Ans✓✓✓ if you're within thresholds, your messages will go through, otherwise
they'll go to the spam folder
, How do users find new videos? Ans✓✓✓ search engines, recommendations from
friends/family, navigating to a URL, paid ads/promotions
How do you choose the best platform for a social media campaign? Ans✓✓✓
consider target audience's preferences/habits and specific goals for the campaign
How do YouTube and Facebook differ in their definitions of a user viewing a
video? Ans✓✓✓ YouTube counts a view as more than 30 seconds, Facebook
counts a view as more than 3 seconds
How does page exit ratio differ from bounce rate? Ans✓✓✓ bounce rate is the
rate of users who land on your site and leave before browsing any pages - it tells
how much users are browsing around the site vs. staying on one page and leaving;
page exit ratio is the percent of time users leave the website from a particular
page - it tells which pages tend to be the end point for user engagement and can
give an idea about where a user is in the customer journey
How does trust impact an email marketing campaign? Ans✓✓✓ need to maintain
customer trust, provide for easy unsubscribe/opt-out, don't send too many
messages
How should you determine which metrics to track for a video marketing
campaign? Ans✓✓✓ 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)
How should you handle negative feedback on social media? Ans✓✓✓ listen,
respond, ask questions, treat it as an opportunity to increase loyalty
At what stage in the customer journey should you use email marketing?
Ans✓✓✓ all stages (earn/keep trust, build brand awareness, drive sales,
retention, build/maintain loyalty, etc.)
Give an example of paid, owned, and earned media Ans✓✓✓ Google ads (paid),
company Facebook page (owned), influencer blog post about new product
(earned)
Give some strategies for VSEO Ans✓✓✓ 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 can a heat map help with analytics? Ans✓✓✓ tell where users spend most
of their time on a site
How can responsive design improve a marketing campaign? Ans✓✓✓ make sure
ads display properly across devices (laptop, mobile, tablet)
How can you determine which/how many images to include in email content?
Ans✓✓✓ minimize images, make sure it makes sense without the images, use
sparingly for best effect
How can your sender reputation score impact your email marketing campaign?
Ans✓✓✓ if you're within thresholds, your messages will go through, otherwise
they'll go to the spam folder
, How do users find new videos? Ans✓✓✓ search engines, recommendations from
friends/family, navigating to a URL, paid ads/promotions
How do you choose the best platform for a social media campaign? Ans✓✓✓
consider target audience's preferences/habits and specific goals for the campaign
How do YouTube and Facebook differ in their definitions of a user viewing a
video? Ans✓✓✓ YouTube counts a view as more than 30 seconds, Facebook
counts a view as more than 3 seconds
How does page exit ratio differ from bounce rate? Ans✓✓✓ bounce rate is the
rate of users who land on your site and leave before browsing any pages - it tells
how much users are browsing around the site vs. staying on one page and leaving;
page exit ratio is the percent of time users leave the website from a particular
page - it tells which pages tend to be the end point for user engagement and can
give an idea about where a user is in the customer journey
How does trust impact an email marketing campaign? Ans✓✓✓ need to maintain
customer trust, provide for easy unsubscribe/opt-out, don't send too many
messages
How should you determine which metrics to track for a video marketing
campaign? Ans✓✓✓ 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)
How should you handle negative feedback on social media? Ans✓✓✓ listen,
respond, ask questions, treat it as an opportunity to increase loyalty
