Chapter 13

Question 1

What 2 things does Search Engine Marketing use?

Answer 1

1) search engine optimization

2) pay per click advertising

Question 2

what is pay per click advertising?

Answer 2

• ads that appear in response to keyword searches on search engines, blogs, and social media sites.
• the advertiser pays only when the ad is clicked by searchers

Question 3

different types of display advertising

Answer 3

advergaming, in-stream advertising

Question 4

what is an affiliate marketing tool?

Answer 4

promotion through another business

Question 5

what is social media marketing?

Answer 5

when brands reach out to consumers online through social networks where people connect with friends and contacts.

Question 6

3 benefits of social media marketing

Answer 6

exposure, traffic, loyalty

Question 7

Facebook in general what are some things they might do to boost their social media?

Answer 7

familiar content (similar brand icons), leverage brand's assets, keep the content fresh, let users get engaged and guide content (surveys),
share worthy content, include a call to action, short posts

Question 8

twitter social media strategy

Answer 8

increase tweets that generate word of mouth , follow mentions of your brand, respond to comments, tweet on topics that are useful

Question 9

measuring social media marketing programs

Answer 9

engagement metrics (followers, reach, comments, likes, unlikes, shares, views, clicks, sentiment, buzz, engagement, brand, awareness)

optimization metrics
(click through rate, cost per click, cost per thousand, conversation rate).

Question 10

mobile marketing

Answer 10

set of practices that enables organizations to communicate and engage with their audiences in an interactive and relevant manner through any mobile device or network

Question 11

3 mobile sales promotional tools

Answer 11

mobile messaging (SMS, CSC, emails) 
matrix 2D barcodes (QR most popular) 
proximity marketing (bluetooth, geofencing, wifihotspots, mobile check in)

Question 12

mobile marketing best practices

Answer 12

thinking mobile first, generate creativity specifically for mobile, communicate across multiple screens, use rich dataset from mobile interactions, integrate mobile marketing programs into traditional campaigns, leverage at every stage and see what’s trending, track and measure,

Question 13

email marketing

Answer 13

cost efficient, high ROI, highly targeted, personalized messages, must be permission based