Exam 3: Digital Marketing: Online, Social, and Mobile

Midway Hotel Group asked its Twitter followers to send in ideas for new room service menu items. The three most-popular items will be added to the menu next year. What technique is the company using to build community?

A business would use a paid search as a way to

Explain how YouTube helps customers "experience" a product or service.

Discuss why people's need to connect has been a force throughout history.

When a company runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for an online contest promotion would be

Discuss the dynamic effect of the Wheel of Social Media Engagement.

The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

An example of the ________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

Of the various types of blogs, which one do marketers have the lowest level of control over?

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a ________ blog to a ________ blog.

Describe the three stages of the social media engagement process.

What are page views, and why might a blogger want to see a report showing page views for the different pages of a blog?

Candy Crush is an example of an ad-supported app because it is free to download but it includes in-app purchases.

What is the purpose of connection on a company's website or blog? Provide an example.

It is Corey's job to constantly monitor the information on the company website to make sure it is accurate and up-to-date. Which of the 7Cs of the online marketing framework is she concerned with?

The final step in the process of creating a social media campaign is to

Explain the 4E framework for social media and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es.

The Wheel of Social Media Engagement includes the following five effects as drivers of social media: information, connected, network, dynamic, and timeliness.

What type of information do companies analyze when conducting sentiment analysis?

One measure of website traffic is determined by the total requests for a page. This is called