MGT 6311 FINAL EXAM DIGITAL MARKETING 500 QUESTIONS AND ANSWERS LATEST UPDATE THIS YEAR - JUST RELEASED

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MGT 6311 FINAL EXAM DIGITAL MARKETING 500
QUESTIONS AND ANSWERS LATEST UPDATE THIS
YEAR - JUST RELEASED
QUESTION: Why onsite video? - ANSWER-make website stickier, capture attention, create buzz,
disseminate info, build product interest, entice purchase




QUESTION: onsite video best practices - ANSWER-provide control (stop, pause, rewind, etc,)
context, highlights, ease of disseminaation.




QUESTION: video on FB - ANSWER-set expectations, keep under 60 sec, hyper optimize first 4-5
sec, select thumbnail, include CTAs




QUESTION: media types and specifics - ANSWER-paid, owned, earned

Paid - ads, TV, radio, display, etc

owned - website, blog, FB

earned - referrals, mentions, etc




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QUESTION: mobile phone users, tablet/mobile use %, avg use of smartphones per day -
ANSWER-4.28 million, 55%, 4+ hours




QUESTION: % of paid-search clicks by mobile, % in apps vs browser, 5 seconds or less load time
leads to - ANSWER-52%, 90% app 10% browser, +70% longer view




56% of videos published in last 2 years are less than ____ (minutes or seconds) - ANSWER-2
minutes




QUESTION: users visit facebook video, %watched with sound, % instagram buy product from vid
ad, % view rate linkedin campaigns - ANSWER-75 million, 85%, 72%, 82%




QUESTION: open rates, CTR, unsubscribes, marketers include video what happens CTR -
ANSWER-+19%, +65%, -26%, + 200-300%




QUESTION: goals for online video - ANSWER-communication, sales, leads, customer service,
promotion




QUESTION: video content tips - ANSWER-Capture attention, shorter is better (unless
educational,) keep casual, maintain relevance.


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QUESTION: key mobile phone characteristics - ANSWER-personalizaation, proximity, always on,
payment capabilities, native content creation, measurement, social connectivity, augmented
reality, digital interface




QUESTION: mobile app consideration goals: - ANSWER-what problems will it solve? benefits?
do our customers use apps? how is it different than existing?




QUESTION: mobile app considerations - customer strats: - ANSWER-personas, social listening,
buyer journey, user stories, user feeback




QUESTION: mobile app considerations - plaatform and buildout - ANSWER-OS & Data, UX (user
experience)




QUESTION: mobile implementaation - best practices - ANSWER-avoid spam, relevance, easy
interaction, addressability, geo-targeting, integration




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QUESTION: email marketing - ANSWER-type of direct digital merketing that uses emaail. used
by orgs and marketers for brand and customer loyalty, acquiring or converting customers,
company adverts, communicating promos




QUESTION: email engagement and conversion (what % adults use, what about daily? what's
coversion ratae%) - ANSWER-92% adults use email, 61% use it on an avg day, 66% conversion
rate (highest! when compared to direct mail, social media)




QUESTION: key email benefits - ANSWER-low cost, highly targetd, relatively easy to customize,
highly measureable, high ROI,




QUESTION: What to know about high ROI on emails? - ANSWER-59% of B2B marketers say
email most effective in rev generation, welcome emails are incredibly effective, consumers who
purch prods through email spend 138% more




QUESTION: customer marketing model - ANSWER-1. awareness 2. interest 3. acquisition 4.
segmentation 5. retention 6. advocacy




QUESTION: email marketing goals (3) - ANSWER-acquisition, awareness, retention & Loyalty




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