MKT 389 Final questions well
answered
The text lists seven variables you should consider in a Landscape Audit.
List four of the most important variables. - correct answer ✔✔1. current share of voice
2. current share of conversation
3. location of conversations
4. keywords people are using online for your brand
5. Key conversation themes
6. Individuals or outlets driving the conversation
7. When conversations take place
Why do you think "time on site" analysis is an important digital metric? What does it tell you
about your users and your website content? - correct answer ✔✔important because it shows if
people are actually looking and interested (no accidental clicks), tells you if your user and
website content is engaging
If you conduct a media analysis for a recent marketing campaign, what are the specific variables
you are looking for? - correct answer ✔✔partner and publisher performance - KPI's, which
publishers were more effective than others
asset performance - videos, display banners / banner size; which media were most effective,
optimize spend effectively
, Since we live in an omni-channel customer experience world, why has customer service become
so critically important? List four reasons why. - correct answer ✔✔- consumer trust in
companies is at an all time low
- the frequency of interactions between customers and brands is increasing
- good customer service = greater repurchase rate
- word of mouth, give them something good to share
The book cites several reasons why companies should expand their existing customer care
programs into digital solutions. Provide two good reasons why. - correct answer ✔✔- customers
can get the instant gratification they need (after hours, no more standard hours), meet their
demands
- financial incentive to be more efficient; social media costs less than a call center
Your marketing target is Adults 25-34. Rank order the channel preferences you would want to
examine in order to develop an effective marketing strategy. - correct answer ✔✔- Social media
- Email
- All other channels
*under 35 use all digital channels, under 25 most social media, 25-54 email, over 35 decline in
mobile*
What are the three phases of effective crisis management? - correct answer ✔✔- identify
known issues
- face the crisis day
- correct history
answered
The text lists seven variables you should consider in a Landscape Audit.
List four of the most important variables. - correct answer ✔✔1. current share of voice
2. current share of conversation
3. location of conversations
4. keywords people are using online for your brand
5. Key conversation themes
6. Individuals or outlets driving the conversation
7. When conversations take place
Why do you think "time on site" analysis is an important digital metric? What does it tell you
about your users and your website content? - correct answer ✔✔important because it shows if
people are actually looking and interested (no accidental clicks), tells you if your user and
website content is engaging
If you conduct a media analysis for a recent marketing campaign, what are the specific variables
you are looking for? - correct answer ✔✔partner and publisher performance - KPI's, which
publishers were more effective than others
asset performance - videos, display banners / banner size; which media were most effective,
optimize spend effectively
, Since we live in an omni-channel customer experience world, why has customer service become
so critically important? List four reasons why. - correct answer ✔✔- consumer trust in
companies is at an all time low
- the frequency of interactions between customers and brands is increasing
- good customer service = greater repurchase rate
- word of mouth, give them something good to share
The book cites several reasons why companies should expand their existing customer care
programs into digital solutions. Provide two good reasons why. - correct answer ✔✔- customers
can get the instant gratification they need (after hours, no more standard hours), meet their
demands
- financial incentive to be more efficient; social media costs less than a call center
Your marketing target is Adults 25-34. Rank order the channel preferences you would want to
examine in order to develop an effective marketing strategy. - correct answer ✔✔- Social media
- All other channels
*under 35 use all digital channels, under 25 most social media, 25-54 email, over 35 decline in
mobile*
What are the three phases of effective crisis management? - correct answer ✔✔- identify
known issues
- face the crisis day
- correct history
