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MGT6311FinalExam/54 Questions with Solutions
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MGT6311FinalExam/54 Questionswith Solutions
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
-What are key benefits of direct/email marketing? - -cost effective,
customizable, measurable, targeted, high ROI
-What is CRM? - -customer relationship management
-Why is responsive email design important? - -allow email to display
properly across devices
-What are steps for implementing a direct marketing campaign? - -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? - -F shape
-How can you determine which/how many images to include in email
content? - -minimize images, make sure it makes sense without the images,
use sparingly for best effect
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