Social Media Marketing Exam 1 - Dr. B, Mississippi State,
Spring 2025 Questions and Answers
What are the three basic types of media you'll be using in online marketing? - -Paid,
Owned, Earned
-What is the primary goal of online marketing activities? - -To develop an online
marketing strategy that results in a strong return on investment, money time and effort
-What do we need to know before we can develop an effective online marketing strategy? -
-How we want to be perceived by your market, who that market actually is, how our
customers are using digital technology, and which channels will allow us to reach our
market
-What is a shared value experience? - -the idea that we are actually selling an experience,
no matter what our project is, and shared value is what is created when our customers'
goals overlap with our own business goals. (value/valuable experience)
-What are the three strategies that will drive our online marketing? - -business strategy,
customer strategy, and marketing strategy
-What is our business strategy? - -it is iterative and should change over time, but starts
with 1. a mission statement, 2. objectives, 3. value proposition, and 4. an elevator pitch
-What is our customer strategy? - -It is iterative and should change over time, but starts
with our 1. reach the correct audience, 2. understand that audience, and 3. know where you
will find that audience
-What is our marketing strategy? - -It builds off of the first two that we just discussed and
gets more specific. It is actually several coordinated plans tailored to achieving goals that
we set for each segment we are targeting.
-Call to action - -instruction provided to your audience as a way to provoke a response
(calls to action typically use a verb, such as "save now" or "buy today")
-bounce rate - -when a visitor arrives to your website but leaves after visiting only one
page (your bounce rate is the percentage of those visitors) (it can apply to an entire
website or a singular page)
-click-through rate - -how many clicks were received in relation to the number of
impressions
-abandonment - -when a user does not complete the goal you intended for them
-bounce - -when a visitor arrives at your website and leaves after looking at one page
Spring 2025 Questions and Answers
What are the three basic types of media you'll be using in online marketing? - -Paid,
Owned, Earned
-What is the primary goal of online marketing activities? - -To develop an online
marketing strategy that results in a strong return on investment, money time and effort
-What do we need to know before we can develop an effective online marketing strategy? -
-How we want to be perceived by your market, who that market actually is, how our
customers are using digital technology, and which channels will allow us to reach our
market
-What is a shared value experience? - -the idea that we are actually selling an experience,
no matter what our project is, and shared value is what is created when our customers'
goals overlap with our own business goals. (value/valuable experience)
-What are the three strategies that will drive our online marketing? - -business strategy,
customer strategy, and marketing strategy
-What is our business strategy? - -it is iterative and should change over time, but starts
with 1. a mission statement, 2. objectives, 3. value proposition, and 4. an elevator pitch
-What is our customer strategy? - -It is iterative and should change over time, but starts
with our 1. reach the correct audience, 2. understand that audience, and 3. know where you
will find that audience
-What is our marketing strategy? - -It builds off of the first two that we just discussed and
gets more specific. It is actually several coordinated plans tailored to achieving goals that
we set for each segment we are targeting.
-Call to action - -instruction provided to your audience as a way to provoke a response
(calls to action typically use a verb, such as "save now" or "buy today")
-bounce rate - -when a visitor arrives to your website but leaves after visiting only one
page (your bounce rate is the percentage of those visitors) (it can apply to an entire
website or a singular page)
-click-through rate - -how many clicks were received in relation to the number of
impressions
-abandonment - -when a user does not complete the goal you intended for them
-bounce - -when a visitor arrives at your website and leaves after looking at one page
