MRKT 389 - Digital Marketing - Final
Exam Questions and Answers
Organic - ANSWER-Content or engagement created by users without paid efforts.
Paid Media - ANSWER-Content such as advertisements or boosted posts that is
served to users on a social media platform because a brand paid for it.
Platform - ANSWER-Another word for a social media network (Facebook, Twitter,
YouTube, etc)
Reach - ANSWER-The number of people who see the content posted by a brand
(there is organic reach and paid reach).
Facebook History - ANSWER-- Founded by college sophomore Mark Zuckerberg in
Feb. 2004 in his dorm room to connect the students of Harvard University.
- Within 24 hours, 1,200 students had signed up. 1 million users by December of that
year.
- Today there are 1.86 billion active users each month (as of March 2017).
- All demographic segments represented, but used less by teens today.
- *Most popular social media platform*
Marketing with Facebook Pages - ANSWER-Advantages:
- Creates a "home" for you on Facebook
- Can replace a website for some small businesses
- Page Insights allow you to learn a lot about the people who like your brand
- Relatively inexpensive
- Great for building brand loyalty
- Mobile friendly
- Integration with websites
Disadvantages:
- Organic page reach is very low
- Saturation of pages
- Must pay to play (end of the "free lunch")
- Engagement is a double-edged sword
- Must monitor regularly for negative feed back
- Losing effectiveness with teens and college age
- Limited text allowed
History of Youtube - ANSWER-- Created by former PayPal employees Chad Hurley,
Steve Chen and Jawed Karim.
- Launched April 23, 2005.
- Purchased by Google on October 9, 2006 for $1.65 billion.
- YouTube estimated to be worth $70-90 billion (Google doesn't release actual
valuation.)
, Additional Youtube Info - ANSWER-- Average monthly users: 1,300,000,000.
- One billion hours of video are watched on YouTube every day.
- Mobile YouTube users spent 40 minutes in an average session,up more than 50%
year-over-year.
- 80% of YouTube's views are from outside of the U.S.
- More than half of YouTube views come from mobile devices.
Youtube Marketing - ANSWER-- Brand channels
- Paid advertising
- Generate revenue through content creation
Statistics about Video Usage - ANSWER-- Projected to claim more than 80% of all
web traffic by 2019.
- 90% of customers report that product videos help them make purchasing decisions.
- According to YouTube, mobile video consumption grows by 100% every year.
- 64% of customers are more likely to buy a product online after watching a video
about it.
- 1/3 of all the time people spend online is dedicated to watching videos.
Facts about Video Usage - ANSWER-- The Top 100 Global Brands have a 100%
YouTube adoption rate.
- The brands driving the best results are moving beyond the TV-style brand
awareness video to much more socially engaging, longer-form, content-rich
channels.
- The most successful brands have 50% more videos per channel compared to less
successful brands.
- Top brands publish a high volume of content on a regular schedule.
- Top brands take SEO seriously; The top 25% took more care in optimizing their
content, maintaining twice the number of playlists and video tags than the bottom
25%.
- The top brands have multiple channels devoted to specific target audiences.
- Top brands rely heavily on Facebook and Twitter to share video content and
promote social sharing.
- Brands have the most success on YouTube when video is linked to marketing
initiatives.
- Most successful YouTube brands pay careful attention to consistent branding
across content and channels.
- Ideal video length is 16 seconds to 2 minutes
Google Info - ANSWER-- Parent company: Alphabet
- Most valuable company in the world
- Valued at $109 billion (Fortune 2017)
Google AdWords - ANSWER-AdWords(Google AdWords) is an advertising service
by Google for businesses wanting to display ads on Google and its advertising
network. The AdWords program enables businesses to set a budget for advertising
and only pay when people click the ads. The ad service is built around keywords.
Ad Formats Available - ANSWER-- Text Ads
Exam Questions and Answers
Organic - ANSWER-Content or engagement created by users without paid efforts.
Paid Media - ANSWER-Content such as advertisements or boosted posts that is
served to users on a social media platform because a brand paid for it.
Platform - ANSWER-Another word for a social media network (Facebook, Twitter,
YouTube, etc)
Reach - ANSWER-The number of people who see the content posted by a brand
(there is organic reach and paid reach).
Facebook History - ANSWER-- Founded by college sophomore Mark Zuckerberg in
Feb. 2004 in his dorm room to connect the students of Harvard University.
- Within 24 hours, 1,200 students had signed up. 1 million users by December of that
year.
- Today there are 1.86 billion active users each month (as of March 2017).
- All demographic segments represented, but used less by teens today.
- *Most popular social media platform*
Marketing with Facebook Pages - ANSWER-Advantages:
- Creates a "home" for you on Facebook
- Can replace a website for some small businesses
- Page Insights allow you to learn a lot about the people who like your brand
- Relatively inexpensive
- Great for building brand loyalty
- Mobile friendly
- Integration with websites
Disadvantages:
- Organic page reach is very low
- Saturation of pages
- Must pay to play (end of the "free lunch")
- Engagement is a double-edged sword
- Must monitor regularly for negative feed back
- Losing effectiveness with teens and college age
- Limited text allowed
History of Youtube - ANSWER-- Created by former PayPal employees Chad Hurley,
Steve Chen and Jawed Karim.
- Launched April 23, 2005.
- Purchased by Google on October 9, 2006 for $1.65 billion.
- YouTube estimated to be worth $70-90 billion (Google doesn't release actual
valuation.)
, Additional Youtube Info - ANSWER-- Average monthly users: 1,300,000,000.
- One billion hours of video are watched on YouTube every day.
- Mobile YouTube users spent 40 minutes in an average session,up more than 50%
year-over-year.
- 80% of YouTube's views are from outside of the U.S.
- More than half of YouTube views come from mobile devices.
Youtube Marketing - ANSWER-- Brand channels
- Paid advertising
- Generate revenue through content creation
Statistics about Video Usage - ANSWER-- Projected to claim more than 80% of all
web traffic by 2019.
- 90% of customers report that product videos help them make purchasing decisions.
- According to YouTube, mobile video consumption grows by 100% every year.
- 64% of customers are more likely to buy a product online after watching a video
about it.
- 1/3 of all the time people spend online is dedicated to watching videos.
Facts about Video Usage - ANSWER-- The Top 100 Global Brands have a 100%
YouTube adoption rate.
- The brands driving the best results are moving beyond the TV-style brand
awareness video to much more socially engaging, longer-form, content-rich
channels.
- The most successful brands have 50% more videos per channel compared to less
successful brands.
- Top brands publish a high volume of content on a regular schedule.
- Top brands take SEO seriously; The top 25% took more care in optimizing their
content, maintaining twice the number of playlists and video tags than the bottom
25%.
- The top brands have multiple channels devoted to specific target audiences.
- Top brands rely heavily on Facebook and Twitter to share video content and
promote social sharing.
- Brands have the most success on YouTube when video is linked to marketing
initiatives.
- Most successful YouTube brands pay careful attention to consistent branding
across content and channels.
- Ideal video length is 16 seconds to 2 minutes
Google Info - ANSWER-- Parent company: Alphabet
- Most valuable company in the world
- Valued at $109 billion (Fortune 2017)
Google AdWords - ANSWER-AdWords(Google AdWords) is an advertising service
by Google for businesses wanting to display ads on Google and its advertising
network. The AdWords program enables businesses to set a budget for advertising
and only pay when people click the ads. The ad service is built around keywords.
Ad Formats Available - ANSWER-- Text Ads
