Digital marketing ch 1-13

sending text messages to potential customers who enter a "fenced" area

Geofencing is a practice of

today and tomorrow

To streamline the booking procedure for mobile users, Priceline.com's mobile site loads the hotel search page with a default check-in and check-out date of

Mobile devices make scrolling more difficult

Which of the following is NOT a technical constraint of mobile devices that a web designer needs to consider in optimizing a mobile website?

an app download, a phone call, an in-store visit

In addition to a purchase transaction, a conversion for a mobile web user can be

offering different ads or changing bid amounts by time of day

Dayparting is a practice of

use responsive web design

Generally, the recommended approach for optimizing mobile web content is to

random assortment content coding

Options for optimizing mobile web content include all of the following EXCEPT

accidental clicks caused by the lower level of precision of a fingertip relative to a mouse icon

"Fat-finger" clicks refer to

after full optimization of the mobile website, only if the company determines that an app will provide significant benefits to customers beyond the mobile website

Production of a mobile application should begin

mobile users are more likely to want to make an online transaction

Mobile device users typically differ from desktop users in all of the following ways EXCEPT

\-The act of reviewing what's being said about a company online, recognizing negative content, and a tool to communicate with customers

Online Reputation Management (ORM)

Free tool where a user can monitor what’s being said online about a particular person, topic, or company, Users can enter terms they want to monitor, and monitor other companies

Google Alerts

monitor search results, conduct searches on brand-related terms

Monitor the SERPs

1. Online review sites (Yelp, Zagat) 2. Scam reporting sites (Scam.com, RipOffReport.com)3.Online forums (fordforum.com, connectedmoms) 4. Press articles, 5. websites of activist organizations 6. social media sites 7. blogs 8. informational sites

Top Sites for Negative Content

Positive Reviews - improves a company's credibility and improves conversion rates, Negative Reviews - can deter customers from doing business with a company, allows the company a chance to respond to restore customer satisfaction and loyalty

Online Review Sites

Good for SEO, rank well for brand names of businesses, company should respond only once, do not mention the brand name or product in the response

Scam Reporting Sites

Increase credibility in 3rd party forums is based on a company's participation in these forums, Wise to have a account that actively participates in these forums

Online Forums

Company representative should be available to comment on negative articles or stories with a [e-mail] email address

Press Articles

To resolve issues - work with the organization to change the way its talking about a company/brand online. If this doesn't work, the company must share their side of the story elsewhere

Activist Organizations

A company should make direct contact offline via phone or email with those that are posting negative things about a brand

Social Media Sites

Most negative content is in comments section. Companies should respond professionally

Blogs

Having a company add its own content allows a company to set the record straight about false reports, Rely heavily on User-Generated Content (UGC), These sites allow others to post content on the website, so they're not held liable for what's being said, Important for companies to monitor what's being said and share the correct, accurate story about what's being shared

Information Sites

Press Release Three Ts: timeliness, transparency, training

Emergency Response

The more frequent a brand is associated w/ negative content online, the higher the likelihood that search engines will rank the negative content higher, Create social profiles for responding to negative customer conversations/comments

Taking it Offline

Positive content = rank well in SERPs use corporate ads, blogs, and content

Creating Positive Content

Ensuring that searchers find overwhelmingly positive information about a brand online, Monitoring the web for negative content, Determining if when and how to respond to negative content about your brand online

Online Reputation Management is the practice of:

To catch and stop frequent trademark infringement.

Assume that Nike PR and SEO employees are monitoring mentions of the "Just Do It." Why would they most likely do that?

Get emails and/or RSS feed alerts that send links to new pages Google has crawled/ indexed surrounding terms you specify

With Google Alerts you can

Create lots of positive content on a variety of sites that discuss your brand as a main topic and add value to the web so it can outrank the negative content.

In order to rank lots of positive content about your brand on the SERPs for your brand, it is wise to

Scam Reporting sites, online review sites, and news/press sites

Sites that frequently rank negative content about brands online include:

A timely response

Effective emergency response to negative publicity includes:

Be transparent and admit any wrongdoing, Have a plan in place for how, where and when employees should respond, Try to always respond to negative complaints offline

When responding to negative content it is best to

Extargetemployees.com

If you were target.com, which site is a site that you would NOT want to rank for your brand on a keyword search for "Target."

it has a large amount of links from reputable, powerful sites that also mention the branded keywords you wish to rank for.

Positive content online is easier to rank online if

Corporate ads, social media profiles, product microsites

Web pages that frequently rank well for branded search terms include

provide a check box that is unchecked by default during the checkout process for customers to sign up for emails

Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should

sends an email to confirm the customer's desire to be on the email list

A double opt-in email capture practice is one that

send emails to the whole list while changing parts of the content to match segment characteristics.

One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to

sent to an individual to update him/her about a purchase

A transactional email is

a triggered email

Sending an email to a shopper who has abandoned their shopping cart is an example of

a dedicated landing page showing ski helmets with a 15% markdown

If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to

a page that unsubscribes the user but allows them to stay subscribed to a smaller portion of emails and/or asks the reason for unsubscribing

When a member of our email list clicks an unsubscribe button, they should be taken to

Companies must allocate resources to managing their social media accounts.

Why is social media not free?

those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation.

A video or other content "goes viral" when

Yes

A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf \= .03; N \= 500; Pv \= .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely to go viral?

build brand equity.

For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to

their dealers would be upset at having to compete with online sales.

Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because

provide value to its followers

Social media content from a company should

Company X's fans are more engaged.

Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's efforts if

fan

When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a \__________ of the company.

bid amount × click-through rate

Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as

@

A Twitter handle, the unique identifier of a Twitter account, begins with which symbol?

make Tweets searchable.

A hashtag's primary purpose on Twitter is to

some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average.

A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because

it first gained popularity among the mostly female arts and crafts community.

The majority of Pinterest users are women because

provide a "Pin it" button on Pinterest-worthy content on the brand's website.

Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to

a greater ability to target smaller, more specialized audiences, the ability to advertise with a smaller budget, and the ability to achieve conversions immediately.

The benefit of advertising on YouTube instead of or in addition to television advertising is

simultaneously entertains and advertises.

The gold standard for business use of YouTube is to create a video that

build its brand equity.

IBM's primary goal in its use of YouTube is to

IPO news from industries you are following.

Which of the following would you NOT see in your LinkedIn Updates?

companies targeting professionals.

Advertising on LinkedIn can be very profitable for

IP address

In order for 2 computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet?

HTML

Which programming langauge is a static, client side language?

type the URL directly into their browser's address bar

direct traffic is defined as visitors who:

online advertisements

both paid search traffic and paid referral traffic are the result of

an organic search result

unpaid search traffic comes when a user clicks on

traffic source (it WOULD measure in page views, video views, and time spent on site)

what is NOT a way that a media site might measure engagement?

Through the IP address

In order for two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet?

It identifies the requesting computer to the server.

What does a cookie do?

HTML

Which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)?

type the URL directly into their browser's address bar

Direct traffic is defined as visitors who....

online advertisements

Both paid search traffic and paid referral traffic are the result of

an organic search result

Unpaid search traffic comes when a user clicks on

Purchases/Visits

A retail website's conversion rate is calculated as

Traffic source

Which of the following is NOT a way that a media site might measure engagement?

they can more precisely target potential customers.

In general, advertisers are willing to pay more if

HTML

Web browsers process which language

Lists can only cover a few websites per subject

Which of the following is NOT a weakness of finding internet content through lists of websites organized by subject matter (versus through a search engine)?

Websites with little useful content can often earn good rankings

What is the downside of a search engine based solely on relevance?

The creator of the metric, Larry Page, named it after himself

Where did the name "PageRank" come from?

A link was considered an endorsement, so B only got part of A's endorsement score if A endorsed multiple pages

In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A?

Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to

Why is a link from Yahoo.com worth more than a link from a small blog?

Anchor text is one input into a web page's relevance score

How does anchor text factor into Google's ranking calculations?

Web page A, because of its larger font and higher position

Consider a Google user who does a search for "yam recipe". Consider two web pages with an identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this search and why?

Any practice to increase a webpage's rankings that Google deems manipulative

What is "black-hat" search engine optimization?

increased opportunity to shop for products directly on the SERP

Which of the following is NOT a practice instituted or strengthened by the Panda update?

Anchor text

The Penguin update focused mainly on

a product page

If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel Kayano 20" to

receive lower volume of searches, are longer, there are more of them

As compared to fat head keyword phrases, long-tail keyword phrases typically

Current ranking

A brand new website should NOT choose target keyword phrases based on

external links to our site, search engine users' behavior toward our webpages from the SERP (search engine results page), spelling and grammar on our site

Nowadays, search engines determine our website's quality based on

search engines frown upon

Black hat SEO is any practice that

search engine optimization

SEO stands for

at the top of the browser, on the SERP (search engine results page)

The title tag of a web page appears

Header 1 (‹h1›)

Which header tag is the largest?

3,5

My chosen keyword phrase for a page should make up \__ to \__ % of the page's content.

the text that appears if an image does not download from the server

Alt text is

the title tag, the meta description

We can influence our click-through rate on the SERP through

False

T/F: Ideally, we should never add content to our site.

False

T/F: A reliable way to increase our rankings is to create multiple copies of our site at different URLs.