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McGill University *

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MANAGERIAL

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Feb 20, 2024

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1.How would you define visitors from search engine ? - Organic traffic - Paid traffic - Direct traffic - Indirect traffic 2. --------- is not one of the ways content engagement can be measured - Likes - Downloads - Response time - Clicks 3. which of the following is not associated with the leads database? - Registration forms - Sending of emails - Nurturing workflow logic - Writing of blogs 4. True or false: CRM is just a system for storing customer details false 5. What does BCG show ? - The position, cash flow profitability and value of each product - Framework, and model of each product - The position and benefit of each products - The strategy for marketing each product 6. True or False : Its important to understand individual customer for personalization as much a to look at rends TRUE 7. Which of the following is the correct order of the steps on the ladder of loyalty/ - Prospect, suspect, customer, client, advocate - Customer, suspect, prospect, customer, client - Suspect, prospect, advocate, customer, client - Suspect, prospect, advocate, client, customer 8. Which of the following is a cause that can lead to spam flagging your email ? - Se nding too many emails or too often - Consistency with subject line - Sending lengthy emails - Sending emails to the lead that focus on product advertisement
9. Which of the following are ways to max revenue ? - By selling - By upselling - Hybrid selling - Downselling 10. In gartner's 2003 study, what percentage of CRM data was found to go unused? - 41 - 42 - 45 - 47 - 11. What do the letters on the BCG matrix represent? - Boston consumer group - Boston consulting group - Bolton consulting group - Bolton consumer group 12. What type of lead nurturing emails is often referred to as proactive leads nurturing? - Drip email - Mailshots - Faster mails - Frontier mails 13. Understanding your customer is important to delivering excellent customer service? - Knowledgeable - Staying relevant - Moderate response time - Able to integrate 14. Which of these is not a consideration of lead generation when building your website ? - Site Should be fast - Site should be easy to understand - Should be well signposted - Should be in a company colors 15. which of the following is live chat not suitable for? - Mobile users and b2b customers - Customers on desktop - Customers who are on a laptop - Customers who want an immense response 16. TRUE/FALSE: Contact strategy should consider the customer journey TRUE
17. TRUE/FALSE Offline channels are not important when it comes to lead generation. - FALSE 18. Why is it recommended to offer templates to your customers? - They will always remember where they got it form and come for more services and products 19. TRUE/FALSE: customer service has merged with marketing as it increasingly becomes a two way conversation - TRUE 20. Define retargeting : - Its a strategy where your advertisements are displayed on unrelated websites where your previous visitors visit after visiting your pages - Its a concept that focused on sending advert to all visitors via email - Its displaying your advertisement on a search engine - Seeing if your visitors visited another websites that belongs to your competitors 21.TRUE/FALSE: geography mark can help inform data selection for digital marketing strategy. T RUE 22.What should a company do if they cant address a customers service issue immediately - Do nothing - Let the customer know when they can expect a resolution - Wait until they can respond fully to - Be transparent that they have staffing issues
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23. Give one importance of VMP - Synchronizes the lead information between video marketing an dmark automation system - Encourages the use of videos in online marketing - It boosts up the number of load achieved from videos - Gives workflow logic decisions 24. Which of the following is one of the main aims of KPIs ? - Provide insights that are valuable to your marketing research - Get more visitors - Design digital content - Encourage customers to make better decisions 25. Landing pages can contain any of the following except ? - Company logo - Navigation links - Social sharing buttons - Registration form 26. Give one advantage of smart cta’s ? - They are easy to design - They are less costly - They are more appealing to users - They are able to change their look and behaviour for different visitors 27. Why is email a useful customer service tool? - It provides a written record - They use artificial intelligence - Customers cannot fully explain themselves - Companies do not have to respond quickly 28. TRUE/FALSE: Chatbots can respond to simple queries through voice recognition - TRUE 29. What is the description of high perceived value loyalty scheme ? - It offers value to customers but nit at high cost to the company - It offers high value to customers but at high cost to the company
- It offers high value but on products which customer would buy anyway - It offers low value but on porducrs which customers would no otherwise buy 30. TRUE/FALSE : It is important to understand individual customer for personalization as much as to look - TRUE 31. Which of these factors can be used to score a lead ? - Location - None of the above - Winner of a competition - Target profile- exact target, close fit, not fit 32. A brand or perceptual positioning map maps a company’s position in the market from which perspective - Supplies - Consumers - Competitors - Regulations 33. Examples of digital assets visitors are willing to assess an in return give their contact information includes which of the following? - PDF document - Powerpoint documents - Apple keynote presentation - All of the above 34. According to the author of mastering online marketing, what is the minimum number of blog articles to start with ? - 10 or more - 5 or more - 1 or less - 2 35. Give one setback in social media management - It is less productive - It is more costly - It is time consuming - social media is not preferred by the majority of internet marketers. 36. There are important topics to consider while sending marketing emails. They are outlined below. Which is not one of them - Legal issues - open rates - Sender s score
- Click through rates 37. What content information does the registration forms aim at? - Email - Phone number - Age - Address 38. Which of the following is not a benefit of social media for lead generation? - Keeping informed of trends - Finding groups of like minded people - Advertising - Being active in discussions 39. What does CLTV stand for ? - Competitor lifetime value - Customer lifetime view - Customer lifetime value - Competitors lifetime view 40. Which of the following refer more to B2B CRM than B2C ? - Short single touchpoints - One on one interaction - Decreasing upsell - Larger and more complex programmes 41. Why are eBooks preferred in PDF format ? - It saves on space - It makes the content easy to read - It is not easily edited - It makes he content seem organized and orderly 42. Which if the following is not a social media platform ? - Youtube - Facebook - Twitter - Linkedin 43. which of the following is not done by workflows? - Sends a reminder email if a delivery email has not been opened - Forwards leads notification emails to the sales representative close to the lead - Forwards your reports concerning the leads database - Changes the value of the status field in the leads database depending on what the leads do on your website
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44. Why is it recommended to offer templates to your customers? - They will always remember where they got it from and come for services and products - Its a way of thanking them - Because it has less impact on pulling your product down - It helps them visualize your products 45. Which of the following does customer support automation allow ? - Search engine - Re-tweets - Keywords - Self-service 46. Which of the following is not a step to CRM success ? - Segmentation - Personalization - Content - Customer service - Non, all are steps to CRM success 47. Give an advantage of using webinars - Saves on time and expenses regarding physical travels - They are easier to set up - They save on time compared to videos - They tend to be more real compared to other forms 48. TRUE/FALSE: Surprises and deligh messages are not commercial, directly or indirectly - TRUE 49. Studying activities, opinions, beliefs and interests refers to what form of segmentation? - Psychographic - Geographic - Demographic - Behavioural 50.TRUE/FALSE: Interacting with customers through social media is an add on and is not essential - False 51. What is AI developed to do ? - Recognize emotion in text and emotion through voice recognition - Provide empathy co customers - Replace human customer service entirely
- Non of the above 52. TRUE/FALSE: Lead generation is not important for the business to business model - False 53. TRUE/FALSE: People in the same demographic will often behave similarly - TRUE 54. Which group do newsletter focus on? - All leads - Specific leads groups - Customers who have bough products from the company - New visitors 55. John wants to develop a blog for his website. Which of the following should he consider ? - The length of the title - The number of links directing to the website and other blogs - Keywords in the title as well as in the content - His photos as the author 56. Give the main reason behind segmenting your address lists. - To reach all leads in your address lists - To ensure you send relevant information to certain groups in your database - To differentiate between new leads and existing leads - To offer more educational information to specific groups 57. Give one setback in social media management - It is less productive - It is more costly - It is time consuming - Social media is not preferred by the majority of internet marketers 58. There are important topics to consider while sending marketing emails. They are outlined below. Which is not one of them ? - Legal issues - Open rates - Sender s score - Click though rates 59. What content information does the registration forms aim at ? - Email - Phone number
60. What is the formula for calculating CLTV ? - CLTV = lifetime x AVG margin - CLTV = Lifetime x AVG cost - CLTV = Lifecycle x AVG revenue - CLTV= lifecycle x Avg revenue 61. TRUE/FALSE: customer service has merged with marketing as it increasingly becomes a two way conversation - TRUE 62. TRUE/FALSE: The purpose of lead scoring and grading is to allow hungover of high- quality leads to sales - TRUE 63. Outline the difference between a white paper and an eBook - A white paper is easier to read than an ebook - A white paper is easy to develop and edit compared to an ebook - A white paper has a lot of pages compared to an ebook which has fewer pages - A white paper has a higher text density than ebooks 64. TRUE/FALSE” Content strategies are not relevant to seo strategies ? - False 65. What does CRM stand for ? - Content revenue management - Customer relationship management - Customer revenue management - Content relationship management 66. TRUE/FALSE: CRM is proactive strategy and retention is a reactive strategy - TRUE 67. Which of the following is not a principle of CRM ? - Frequency - Relevancy - Activity - Accuracy 68. How would you define visitors from search engines ? - Organic traffic 69. TRUE/FALSE Geographic ,arketing , can help inform data selection for digital marketing strategy
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- True 70. John wants to develop a blog for his website, which of the following should he consider ? - The length of the title - The number of links directing to the website and other blogs - Keywords in the title as well as in the content - His photos as the author 80. Which of the following are types of predictive analytics? - Rules based models - Upselling models - Propensity models - Isolated models 81. What does first contact resolution mean? - Customer service issue being resolved by a chatbot - Customer service issue being resolved within one communication - Customer service issue being resolved within the first minute - Customer service issue being resolved by another customer service 82. What is spam now considered to be ? - Unwanted emailed which a customer has not signed up to - Any unwanted emails, whether a customer signed up or not - Multiple communication to a single customer - Retention campaigns to try and stop customer from leaving 83. The ability of consumers to force companies to improve customer service by putting pressure on them to lower prices or even change their products is known as ? - bargaining power of buyers - Selling power - Buying power - Mixed power 84. How many personas would a business create, on average ? - 1-5 - 5-10 - 10-15 - 15-20 85. What does cpa stand for ? - Customer per acquisition - Cost per acquisition - Cost per average margin - Customer per average cost
86. Which products give a high share in a high growth environment? - Stars - Dogs - Cash cows - Question marks 87.which of the outlined things are not considered while improving open rates ? - Sender name - Subject line - Message preview - Number of emails send to the lead 88. Identify a pair of words that are not considered while identifying spam triggers - $$$ and free - Open and share - Save and credit - Buy and cheap 89. Which of the following are true of social media customer service - Customers expect immediate responses - It can increase workload - It can affect reputation - All of the above 90. Which of the following is not considered while increasing relevancy regarding keyword - The page title - Page heading - Page url - Length of keyword 91. which of the following would count as online self help ? - How to videos and FAQS - Email - Live chat - None 92. Which format do checklists possess ? - The bulleted format or numbered steps - Long paragraphs - Short paragraphs - Well explained texts
93. Why is it important to work with up to date behavioural data ? - Because customers may move to a new area - Because customers may experience lifestyle changes - Because customers may changer their jobs - Because customers may hear about a competitor 94. TRUE/FALSE : Below the line promotion refers to mass marketing such as tv adverts - False 95. TRUE/FALSE : Retention is key to growth - True 96. What is KPI acronym for ? - Key performance icons - Kinetic processing of information - Key processor of inflation - Key performance indicators 97. Which of the following may compromise target quality? - Delivering a content strategy with an option to sign up to receive more - Competitors and contests to win - First stages of training courses free with sign up required for the full course - Sign ups for product demo 98. Which of the following are factors to use in lead scoring - The relationship with your company - The time and place for their interaction - None of the options here - The browser they used 99. Which of the following does not convey empathy ? - Artificial intelligence - Tone of voice - Vocabulary - Humor 100. What does leads scoring aim at ? - Enables you to solve the problem of having too many leads and following them up - It checks on the response of the leads to your emails - It attract leads - It sends emails to the leads
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1001. True or false/ lead generation is not important for the business to business mode - False 1002. A digital marketing business may seek to move SEO from what to what on the BCG matrix? - A cash cow to star - A dog to cash cow - A question mark to a star - A question mark to a cash flow 1003. Which one is not an ad type to consider on facebook ? - One that gets video views - One that install your app - One that gets people to claim your offer - One that publicizes hyperlinks to your websites 1004. Name the correct sequence that leads to a purchase decision - Awareness, consideration, decision - Consideration, awareness, decision - Knowledge, processing, execution - Processing, knowledg, decision 1005.which of the following is NOT one of porter’s fie forces - Threat of new entrands - Bragaining power of suppliers - Bargaining power of competitors - Threat of substitute products or services press releases should be targeted to vote the press and clients (or something like this) (T or F) - TRUE - Quiz 1 Perceptual maps can: Enable smarter, more appropriate targeting and messaging within your marketing communications. Help you to identify opportunities for launching new brands. Be used in channels such as affiliate marketing as it enables businesses to remove the risk of cost-per-click payments where conversions are not guaranteed.
Provide a view of competitive positioning. Maximize long-term value creation in a business by maximizing high- potential areas and minimizing poor performers. The Boston Consulting Group matrix consists of: Cash cows, happy cows, mad cows, and sad cows. Dogs, cats, pigs, and squirrels. Dogs, cash cows, question marks, and stars. Stars, question marks, exclamation marks, and hashtags. None of these answers is correct. The 4 P's of Marketing are: Prepared, Positive, Price, Positioning Price, Place, Perspective, Promotion Product, Price, Place, Personality Price, Positive, Place, Promotion Product, Price, Place, Promotion Five common forms of segmentation are: Sporty, practical, cheap, expensive, and luxury. Environmentalists, Buddhists, bodybuilders, movie lovers, and gardeners. Geographic, demographic, behavioural, benefit, and psychographic. Needs, aspirations, opinions, lifestyle, and gender. Personas, demographic, behavioural, lifestyle,
and gender. It is good to have your existing customers and leads visit your blog frequently because (choose all that apply): It enhances brand building. It establishes dominance. It assists in establishing thought leadership. It promotes the domain name of the blog platform supplier. It assists in leads nurturing. Advantages of live chat for customer service include (choose all that apply): It is appropriate for all audiences. Not always on. Copy and paste. It is mobile. The customer will be patient and tolerate delays well. Your blog should have: A catchy title with good search words, minimum 750-1,000 words of text containing an optimal number of search keywords, and at least one photo or graphic. Content that is funny, without anything to do with your industry. A catchy title, a professional, aloof writing style, and at least one photo or graphic. Genuinely helpful, informative, and education content, with strong product promotion. A catchy title with good search words, maximum 750-1,000 words of text containing an optimal number of search keywords, and at least one photo or graphic. Under Porter's 5 Forces, horizontal competition consists of: The distinct features and behaviours of your competition which directly affect your ability to gain competitive advantage.
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The threat of substitute products or services, the threat of new entrants, and the threat of established rivals. Switching cost, and pricing. The threat of substitute products or services, the threat of new entrants, and the bargaining power of customers. Location, expected retaliation, technology, and distribution. The marketing funnel consists of: Banner ads, search engine optimization, and pay-per-click campaigns. Strangers, visitors, leads, and customers. Buyer personas. Cash cows, question marks, stars, and dogs. A well thought-out campaign with free giveaways. Sometimes a fifth step is added to the marketing funnel to: Describe delighted customers becoming brand promoters. Describe random strangers using Bing to find your website. Make the client more profitable. Add a coolness factor to your marketing. Describe the customer who pays on time. Callbacks remain a common form of customer service, and: Allow the customer to cool down. Can be frustrating to customers who need immediate assistance if they have no other option. Should be done within a week to be optimal.
Are trusted by most consumers. Can be done when the customer service rep feels like it. Above-the-line marketing consists of which of the following (choose all that apply)? Press Radio Direct mail Email SEO Below-the-line marketing consists of: SEO, direct mail, paid search, e- mail, and direct selling. Pay-per-click search advertising only. TV, radio, press, display advertising, and outdoor. Horizontal competition. Marketing that appears on a website below the header. Inbound marketing requires: A customer journey map. A large budget. Behavioural filtering. A high coolness factor. A lot of content. To be empathic in marketing communications, you should: Agree with any views that may show your business to have been
negligent. Agree with any views that may show your business may not have operated according to the customer's best interest. Be willing to use slang, jargon or profanity. Be consistent across your organization. Be willing to use slang or jargon, but avoid profanity. The customer service principle of knowledge suggests: That you know everything. That you know your business and products. That you know how to speak to irate customers. That you know your customer. That you know almost as much as the customer. In calculating Customer Lifetime Value, the average margin per custom includes (choose all that apply): Service levels. Segmentatio n. Returns and refunds. Operating costs. Cost per acquisition. Under Porter's 5 Forces, vertical competition consists of: The bargaining power of suppliers, the threat of new entrants, and the bargaining power of customers. Fewer suppliers and/or higher buyer switching costs.
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Economies of scale, and brand equity. High bargaining power for suppliers and therefore increased competition. The bargaining power of suppliers, and the bargaining power of customers The customer journey: Describes the information gathering process that customers go through. Uses personas to create a fictional character. Requires a blog. Is the fifth step in the marketing funnel. Is composed of awareness, consideration, and deliberation. Chatbots are being used for customer service, and are: Intelligent enough to be able to solve a high percentage of issues for customers without the need for a human to get involved. A complete replacement for human support. Quirky and fun for customers. More successful when given a gender-neutral name. More aggressive than their human counterparts. QUIZ 2 Some other factors that should be considered in measurement of Lead Cost are (choose all that apply): Are the leads demonstrating behavioural trends? Cost per converted lead? Are there specific times, or days that leads convert? What content is delivering the leads? Cost per lead?
Podcast adoption has likely been quick because: Swearing is permitted. Content is unregulated. Ease-of-use with smart phones. They use high-quality microphones. They offer cooking advice or stock market analysis. White papers should be how long? No more than ten pages. Less than five pages. 10 to 30+ pages. Exactly four pages. At least 50 pages. Early in the buyer's journey, you should offer (choose all that apply): Product-oriented information. Buyer's guides. Webinars or free consultations. Education and problem- solving assets. Case studies. How many fields should your registration form have? Five to seven. Ten or more. One to three.
It depends on the value of your digital asset, and how much interest you require from your leads. Eight or nine. Infographics should contain: Strong subliminal messaging. Consistent or complementary fonts. Copyrighted pictures. As little white space as possible. A different colour scheme from your website. A webinar should contain: At least sixty minutes of content. Buzzwords and sales stuff. A musical score in the background to relax the viewers. Useful advice or knowledge. A strong, but subtle sales message. Infographics need to (choose all that apply): Be accurate. Contain your sales pitch. Be orange or purple. Be credible. Be full of arrows. Case studies should contain (choose all that apply): Your picture.
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Primary colours only. An executive summary. A numerical presentation of improved results, if available. A description of the interviewee's problems and your solutions. Digital asset checklists contain: Clear and concise steps. A strong sales message. PowerPoint slides. Landscaping tips. More than four pages. Tools for content creation include (choose all that apply): eBooks. Apple Keynote. Microsoft Word or Apple Pages. Grammarly. Adobe Photoshop. According to Clay (2018), of consumers requesting information on a company, 63 per cent will not purchase for at least how long? One month. Two weeks. Three months. Six
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weeks. One year. eBooks should be: Written with Microsoft Word or Apple Pages. Spacious and graphically rich. Product-focused. 50-200 page formal documents. Of high text density. YouTube supports video annotations that allow: A teaser line. Multi-language support. Stronger messaging. Clickable links on your video. Your logo to always appear. A digital asset can be (choose all that apply): Your weekly stock advice newsletter. A thumb drive. A call-to-action button. A video tutorial A PDF document. A working leads generation system consists of which of the following? (Choose all that apply.)
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Thank you pages or delivery emails. Landing pages. Spam filters. Call-to-action buttons. Digital assets. The CTA button should be visible above-the-fold, except: It should not be. It should be below-the-fold. When the marketer wants to trick the visitor. When it is an obnoxious colour. When it is too large to fit above-the-fold. In a blog article. Define 'lead timeliness'. Whether the lead was at the right point of the buying cycle when generated. The time of day that the lead was generated. The relationship between the product going to market and the lead generation. The amount of time and effort required to generate the lead. The speed at which the lead was generated. A good webinar solution can contain (choose all that apply): Poll questions popping up. The option to record. The possibility to mute attendees. VOIP sound, but not landline support.
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A chat window. What can you use to keep you informed of trending topics and brand mentions? (Choose all that apply.) Radio ads. Television ads. Social media alerts. Podcasts. Google alerts. QUIZ 3 You should add your keywords to (choose all that apply): The page URL. The page meta description. At least three times in the page body. The page title. The page heading. Retargeted advertisement services (choose all that apply): Use the 'burn pixel' JavaScript code snippet to stop following visitors. Allow your ads to follow previous visitors of your website to other websites. Include static remarketing, which uses non- animated banner ads only. Include dynamic remarketing which shows different advertisement designs. Are called 'remarketing' by Google. Short-tailed keywords differ from long-tailed keywords by:
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Short-tailed keywords are less competitive. Long-tailed keywords are dominated by large corporations. Long-tailed keywords get more hits. The number of keywords. Nothing at all. Reactive leads nurturing: Needs to be sent out as widely as possible. Requires at least 8 or more email be sent to get a reaction. Involves sending a series of emails. Should always contain product promotion. Works best with random subjects to discuss. What are the possible causes of a lead spam-flagging your email? (Choose all that apply.) The lead had a bad day. You used words like buy, free, save or earn in the subject line. Your content was irrelevant to the lead. Your content was too high quality. You send too many emails. For SEO, tags that matter include: Dog tags. Title tags, meta description, and heading tags. Title tags and meta description. H1 and H2 tags.
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Alt tags and image tags. Click-through rates: Can improve with personalization. Avoid spam filters. Are the inverse of open rates. Are enhanced by verbose emails. Should use the lead's name as often as possible. Mobileggedon refers to: The marketing opportunity of ads targeting mobile users. The lack of memory retention associated with being able to google information with your mobile device. The life-threatening activities undertaken by mobile users while they are distracted by their devices. The sheer volume of mobile users. Google ranking mobile-friendly sites higher. Online display advertisement: Is exclusively offered on a pay- per-click basis. Generally uses a free graphical advertisement. Means renting space on a billboard or bus shelter. May not contain animations. Is sometimes called 'banner ads'. Which of the following definitions are correct? (Choose all that apply.) SEO: optimizing your site for the search engine s natural results.
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Tags: pieces of code attached to parts of the page to give signs to robots. Natural / organic links: links that are not paid for. Backlink: a link pointing from your site to elsewhere. Anchor text: the text that is visible at the bottom of a page. Which of the following definitions are correct? (Choose all that apply.) Algorithm: the website's code used to decide how search engines are ranked. Alt text: text associated with images to tell robots what the image is about. Off-page: SEO factors hidden from public view. Keyword density: the number of repeat keywords on a page. On-page: SEO factors on your website. When sending bulk email, you should (choose all that apply): Use the company email exchange server. Use a private emailing service, like MailChimp. Use your personal email address. Use Microsoft Outlook. Blacklist your email server. Keyword stuffing: Is delicious at Thanksgiving. Adds keywords to image tags. Involves adding lots of words to a keyphrase. Was used to get high in SERPs when search engines just used to count the number of keyword hits on a page. Is illegal and can result in sanctions.
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Search engine advertisement (choose all that apply): Allows you to buy a spot on the SERPs. Shows only when your specified keywords are searched. Can deliver relevant traffic immediately. Is unethical. Cannot be delivered at a specified time-of-day. Mass mailshots are not dead, and can still be effective, if: They are sent to a wide variety of people. They avoid the spam filters. They are sent to better- segmented lists. They come in the form of a newsletter. The intended recipient is not dead. The types of Google penalties are: Algorithmic and manual. Remedial action and backlink quality. Mash-ups and auto- generated content. Duplicate content and duplicate tags. Unnatural anchor text and low/no content. Google's Search Console has the following functionality (choose all that apply): Suggests penalties on competitors' sites.
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Provides a detailed view of the top searches used to reach your site. Receive notifications of quality guideline violations. Allows modification of robots.txt. Shows crawl errors. Opt-in strategies include (choose all that apply): A triple opt-in. A single opt-in. A double opt-in. A single opt-in with welcome email. A double opt-in with email. The SEO Triangle consists of: Content, technical, and links. Download, navigation, and platforms. Ranking, and metadata. Content, tags, technical, and links. Content, density, and technical. It is recommended that you build authority by: Climbing the corporate ladder. Subscribing to link farms. Adding links organically through good content. Using link exchanges. Becoming a subject matter expert (SME). Quiz 4 Up-selling is:
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Can we biggie-size that for you? Selling larger orders. Would you like fries with that? Selling to a larger company. Satisfying a customer with less product. Your messaging and content on Facebook should: Ignore Facebook Insights. Fit in with the family and friends theme. Be very business-oriented. Treat Facebook like the business destination that it is. Be designed to bolster your B2B strategy. Twitter (choose all that apply): Has struggled to grow in the last decade. Has failed to monetize like other social networks. Remains a vital channel. Must be managed closely and carefully. Requires a tweet or two a week. Features that you could expect or consider from your CRM software include (choose all that apply): Marketing automation. Accounting automation.
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Reporting. Email integration. Workflow management. Typical volume/reach metrics include (choose all that apply): Market reach. Twitter engagement . YouTube views. Brand volume. Brand spend. CRM is: Marketing jargon. The system to manage your customer contact details. The system to manage your customer contact details and the scheduling of interactions with them. Customer Retention Management. About developing a relationship with your customers so that they want to stay. The 10-point checklist to prepare your social strategy includes (choose all that apply): Where is your audience? What are your goals? What are your success metrics? What about
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curation? What is your context strategy? Influencers (choose all that apply): Do not charge fees. Influence others through having respected opinions. Allow brands to broaden their reach. Influence others through having large followings. Despise micro-influencers. LinkedIn (choose all that apply): Does not allow sponsored content. Is useful to target professionals. Is one of the longest established social networks. Is useful in the B2B space. Is owned by Amazon. The halo effect is: The result of a great video game. The perception that companies are angelic. That highlighted text gets more click-throughs. Not applicable to online marketing. That consumers are more likely to respond to a communication from a brand that they recognize through advertising they have previously seen. Types of messaging include (choose all that apply): Reward. Follow-
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through. Despise and delight. Laid back. Win-back. Collaborative filtering: Poisons brand image. Prevents the customer from buying anything else. Provides recommendations from a collaboration of users. Filters out bad behaviours. Was pioneered by Apple. Personalization as a CRM strategy means: Scaling the CRM program for your company. Talking to the customer at the right time. Understanding the customer's certain behaviours. Making sure the data is accurate. Choosing the correct channel. Social penetration is generally higher in: Africa. China. Europe. The United States. The Middle East.
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Forums offer the opportunity to: Get into flame wars with dissatisfied customers. Talk down your competition. Insert sales ads into conversations. Engage directly with your customers and prospects. Recruit followers. Principles of an effective CRM strategy include (choose all that apply): Releva ncy. Freque ncy. Timelin ess. Retenti on. Inaccur acy. Weibo (choose all that apply): Is a Chinese micro-blogging platform. Is worthwhile if you are doing business in Japan. Offers sponsored posts and highly targeted ads. Is censored. Has a 280-character limit, like Twitter. Blogging is hugely popular, but: They are a North American phenomena. The vast majority of
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blogs are not. They are difficult to set up. They are expensive to host. They require twice-daily updates. The proliferation of blogs is due in part to: The ease of setup. Everyone has compelling stories to tell. It is an easy way to get rich. It is way better than micro- blogging. It is easy to get hundreds of thousands of followers. Typical engagement/quality metrics include (choose all that apply): Content dissemination . Overall sentiment. Brand volume. Brand conversation. Maximum sentiment. Quiz 5 Percentage new users:
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Should usually be a middling number. Should always be a high number. Is best when it is a low number. Is inversely proportional to growth of new leads. Is directly proportional to user loyalty. Google Analytics (choose all that apply): Is a server-side log file tool. Can most readily be implemented in the global settings of your CMS. Is free. Provides basic high-level statistics. Requires a JavaScript tracking code be inserted into all your web pages. Creating registration forms with marketing automation systems or similar: Requires advanced programming knowledge. Requires illegal data. Is easy. Is impossible. Is not very easy. MAS social media integration includes: Just Facebook, LinkedIn and Twitter. Social media channel monitoring. Very few features for an exorbitant price.
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The ability to push out messages to just Twitter. Only Facebook. The leads database (choose all that apply): Is irrelevant to MAS software. Has to be configurable to be truly useful. Is the heart of the marketing automation system. Has no common fields. Uses engraving, carving or vinyl cutters. Google Analytics can provide demographic information (choose all that apply): About location. In abundan ce. About language . About mood. About sex. Google Analytics' Mobile Overview report (choose all that apply): Shows the operating system that your visitors use. Shows how many of your visitors use a smartphone to access your website. Shows how many of your visitors use a desktop computer to access your website. Shows the brand and model of the mobile devices that your visitors use.
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Shows how many of your visitors use a tablet to access your website. Users, per Google Analytics: Counts correctly when multiple users use the same computer. Is the average time a user spends on your website. Is not affected by clearing cookies. Are the total number of unique high quality users that visit your website. May not be an entirely accurate number. If a cookie exists on the computer: It has spyware on it. You should update the antivirus software. This visitor has already been to the website. The visitor is being lured to the website. You should clear the cache. Client-side page tag tools: Need to be present in every HTML page on the website that you wish to track. Works similarly to server-side log file tools. Are generally inconvenient and require software installation on the server. Circumvent firewalls. Can see historical data upon initial installation. Server-side log file tools (choose all that apply): Work similarly to client-side page tag tools.
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Get page views from cached pages. Are convenient and require no maintenance. Struggle with dynamic IPs assigned by some ISPs. Require installation on the server. In Google Analytics, a custom segment can be created from the following characteristics (choose all that apply): Democr atics Traffic sources. Behavior . Popularit y. Technol ogy. Automated workflows can (choose all that apply): Do external things like change a status field in the leads database. Send a set of leads nurturing emails. Act as a firewall to prevent hacking attempts. Trick visitors into buying your products. Send reminder emails if a campaign offer email has not been opened. UTM parameters (choose all that apply): Must be added to the landing page. Are not cumbersome. Allow analysis of
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specific mail shots. Are limited to eight characters. Allow analysis of offline campaigns. The types of goal conversions are: Business objectives and recreational objectives. Micro and macro. Relationships and loyalty rewards. Historical and future. KPIs and feedback loops. Direct traffic (choose all that apply): Could come from clicking a hyperlink in an email. Means that your traffic is from a link farm. Could be from a bookmark in Google Chrome. Means that Google cannot track its origin. Could be referred by another website. Understanding user flow can be valuable to: See how visitors arrive, move and are triggered to leave. Collect visa information. Picture what your customers look like. Understand metrics on the website as a whole, not a particular page. See leakage statistics.
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Google Analytics' Engagement report: Is difficult to analyze. Shows how much customers purchase from your website. Shows how long visitors stay on your website. Shows who will be imminently married. Is difficult to implement. VMP integration (choose all that apply): Is not particularly useful for MAS systems. Acts as a bridge from a video marketing platform to a marketing automation system. Allows video viewing information to be part of the leads scoring algorithm. Keeps the MAS database in video format. Hides your video content behind a gate to require form completion. Marketing automation systems can personalize the content of webpages with smart content based on (choose all that apply): Random criteria. Anything the system knows about the lead. A specific form submission. The lead having opened an email. Country of the lead. Quiz 6 Intelligence alerts can be used to detect (choose all that apply): Where attention should be focussed. Changes in traffic
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behaviour. Important things that we are unaware of. Undetectable trends. Visitor IQs. If you connect your Google Search Console account to your Google Analytics account: You can see metrics on how your web pages perform in relation to Google SERPS within Google Analytics. You will get a free AdWords account. Your page rank will suffer through a Google penalty. You can save a lot of money. You commit identity fraud. n addition to pageviews, with some additional HTML elements, Google Analytics can track (choose all that apply): Phone calls. File download s. Banner ad clicks. File uploads. Emails. Survey solution providers aid in analysis with: Online calculators. Report visualization tools. Skype sessions. A customer call centre.
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Report virtualization tools. es More advanced features of internet survey services include: Random question generators. Branch logic. SERPs. Payment services. Video conferencing. A web page can be instrumented to track page content consumption through: The use of a chatbot. Severe weather event tracking. Counting pageviews. The use of cookies. Scroll-range event tracking. Big data allows: The calculation of pi to a million decimal places. Very limited analysis. Usage patterns from all sorts of products to be recorded. Products to be reordered. Large number calculations. Virtual meeting software can include (choose all that apply):
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Video conferencing. Voice conferencing. Session recording. File sharing. Remote control. Advanced marketing automation systems, with predictive capabilities, are: Generally free of charge. As sophisticated as they ever will be. Unlikely to integrate with additional systems in the future. Incapable of learning. Not yet used by small and mid-sized companies. In the Queries report of Google Analytics, information is provided on (choose all that apply): How many clicks the page got. How many likes the page got. The average page rank for pages by search phrase. Number of times a page was visible in Google SERPs for a given keyword phrase. The click- through rate. The Google Search Console provides various services to webmasters, including (choose
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all that apply): Sitemap submission. Online dating. Broken link check. Keyword results in SERPs. PPC ads. Big data may allow marketers of the future to: Predict disease outbreaks. Increase velocity. Perform quantum computing. Work from home. Adjust marketing messages in real-time Dedicated web meeting systems generally allow (choose all that apply): A one-hour limit per conference. VOIP dial in. Only two people per conference. Toll-free dial in. Use of computer speakers and microphones. The Internet of Things (IoT) is about (choose all that apply): Connecting vehicular computers to the internet. To run out of IP addresses. Connecting household appliances to the internet. Connecting consumer
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products to the internet. Connecting a bathroom scale to the internet. According to McKinsey, there will be _________ internet-connected devices by 2025. 1,000,000,000, 000,000. 1,000,000. 1,000,000,000. 1,000,000,000, 000. 100,000,000. An example of an interactive, self-running demo solution is: DemoMo nkey. WebEx. EmoChi mp. DemoChi mp. DemoChi ck. lideshows or movies that change based on visitor behaviour is an example of: Predictive marketing automation systems. Big data. Marketing automation systems. SlideShare. Smart, adaptive content. Pages that are displayed in SERPs often, but don't get many clicks: Have an ineffective page title or description.
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Lack confidence. Should use a PPC campaign instead. Are not visually appealing. Have stale content. Using Google Analytics to track smartphone or tablet app usage should: Focus on tracking events relevant to sales or marketing efforts. Not track how many users interact with your software product. Be carefully budgeted to control expense. Cause additional in-app purchases. Track everything. Google Analytics can assist with A/B testing by: Triggering more form submissions. Using the 'Create Experiment' button to compare two or more pages. Creating randomized landing pages. Flooding your website with visitors. Changing colour schemes between blue and red.
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