MGT 6311 FINAL EXAM QUESTIONS AND ANSWERS
What aspects of a video can be optimized for VSEO? - Answers -title, thumbnail, meta
tags
Give some strategies for VSEO - Answers -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? - Answers -search engines, recommendations from
friends/family, navigating to a URL, paid ads/promotions
When should the CTA be included in a video promotion? - Answers -as early as
possible
What are some methods of payment for video ads? - Answers -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? -
Answers -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? - Answers -number of views, average
view time, CTR on CTA, drop off points
Name 5 goals for a video marketing campaign - Answers -communication, increase
sales, lead generation, provide customer service, promotion
How should you determine which metrics to track for a video marketing campaign? -
Answers -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 - Answers -Google ads (paid),
company Facebook page (owned), influencer blog post about new product (earned)
What are some features unique to mobile use? - Answers -personal, always carried,
always on, built-in payment, location services
What needs to be considered before starting a mobile marketing campaign? - Answers
-specific customer segment needs, habits, preferences (will a mobile campaign likely
influence target audience?)
, What does "internet of things" mean? - Answers -devices are connected, more data
than ever available on customers
What metrics (other than downloads) can be used to evaluate an app's success? -
Answers -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? -
Answers -3 seconds
How can responsive design improve a marketing campaign? - Answers -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? - Answers -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? - Answers -avoid spam, keep relevant, easy
interaction (UX), balance personalization and privacy, integrate across platforms,
channels
What are key benefits of direct/email marketing? - Answers -cost effective,
customizable, measurable, targeted, high ROI
What is CRM? - Answers -customer relationship management
Why is responsive email design important? - Answers -allow email to display properly
across devices
What are steps for implementing a direct marketing campaign? - Answers -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? - Answers -F shape
How can you determine which/how many images to include in email content? -
Answers -minimize images, make sure it makes sense without the images, use
sparingly for best effect
What is the most essential piece of an email marketing message? - Answers -the CTA
(give it a prominent location, make it clear, include a link)
How can your sender reputation score impact your email marketing campaign? -
Answers -if you're within thresholds, your messages will go through, otherwise they'll go
to the spam folder
What aspects of a video can be optimized for VSEO? - Answers -title, thumbnail, meta
tags
Give some strategies for VSEO - Answers -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? - Answers -search engines, recommendations from
friends/family, navigating to a URL, paid ads/promotions
When should the CTA be included in a video promotion? - Answers -as early as
possible
What are some methods of payment for video ads? - Answers -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? -
Answers -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? - Answers -number of views, average
view time, CTR on CTA, drop off points
Name 5 goals for a video marketing campaign - Answers -communication, increase
sales, lead generation, provide customer service, promotion
How should you determine which metrics to track for a video marketing campaign? -
Answers -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 - Answers -Google ads (paid),
company Facebook page (owned), influencer blog post about new product (earned)
What are some features unique to mobile use? - Answers -personal, always carried,
always on, built-in payment, location services
What needs to be considered before starting a mobile marketing campaign? - Answers
-specific customer segment needs, habits, preferences (will a mobile campaign likely
influence target audience?)
, What does "internet of things" mean? - Answers -devices are connected, more data
than ever available on customers
What metrics (other than downloads) can be used to evaluate an app's success? -
Answers -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? -
Answers -3 seconds
How can responsive design improve a marketing campaign? - Answers -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? - Answers -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? - Answers -avoid spam, keep relevant, easy
interaction (UX), balance personalization and privacy, integrate across platforms,
channels
What are key benefits of direct/email marketing? - Answers -cost effective,
customizable, measurable, targeted, high ROI
What is CRM? - Answers -customer relationship management
Why is responsive email design important? - Answers -allow email to display properly
across devices
What are steps for implementing a direct marketing campaign? - Answers -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? - Answers -F shape
How can you determine which/how many images to include in email content? -
Answers -minimize images, make sure it makes sense without the images, use
sparingly for best effect
What is the most essential piece of an email marketing message? - Answers -the CTA
(give it a prominent location, make it clear, include a link)
How can your sender reputation score impact your email marketing campaign? -
Answers -if you're within thresholds, your messages will go through, otherwise they'll go
to the spam folder
