Social, Mobile, and Local Marketing (40-85 Answer Key)

40) Which of the following social networks allows a user to buy products directly on its site and pay with Apple Pay? A) Twitter B) LinkedIn C) Pinterest D) Snapchat Answer: C 41) Which of the following involves using a variety of tools to encourage users to interact with content and brand? A) social density B) engagement C) amplification D) dark social Answer: B 42) Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? A) social density B) engagement C) amplification D) dark social Answer: C 43) Which of the following is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app? A) Whatsapp B) Like button C) Messenger D) Open Graph Answer: D 44) Facebook's Messenger app allows users to make payments to advertisers via Stripe or PayPal without having to leave the app. Answer: TRUE 45) Facebook's Search functionality includes everyone's public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends. Answer: TRUE 46) Facebook does not sell display ads. Answer: FALSE 47) Brand pages on Facebook typically attract more visitors than a brand's website. Answer: TRUE 48) Promoted Video is the source of over 50% of Twitter’s ad revenue. Answer: TRUE 49) Pinterest's users are predominantly women. Answer: TRUE 50) In 2018, Millennials made up almost 65% of Snapchat's monthly active U.S. users. Answer: FALSE 51) What are some of the downsides of social marketing? Answer: One problem is that brands lose a substantial amount of control over where their ads appear in terms of other content and what people say about their brands on social sites. Ads placed on Facebook according to an algorithm can be placed near content that does not represent the values of the brand. This is not peculiar to social marketing, as advertising using Google's advertising platform faces the same problem. This is very different, however, from TV ads where brands maintain near complete control. Social sites are unique in that disgruntled consumers, or just malicious people, can post material that is inaccurate and/or embarrassing. 52) Name and describe the five steps in the social marketing process. Answer: The five steps in the social marketing process are fan acquisition, engagement, amplification, community, and brand strength. Social marketing campaigns begin with fan acquisition, which involves using any of a variety of means, from display ads to News Feed and page pop-ups, to attract people to your Facebook page, Twitter feed, or other platform like a Web page. The next step is to generate engagement, which involves using a variety of tools to encourage users to interact with your content and brand located on your Facebook or Web pages. You can think of this as "starting the conversation" around your brand. Once you have engaged visitors, you can begin to use social site features to amplify your messages by encouraging users to tell their friends by clicking a Like button, or by sending a message to their followers on Twitter. Amplification involves using the inherent strength of social networks to continue the spread of its message. Once you have gathered enough engaged fans, you will have created the foundation for a community — a more or less stable group of fans who are engaged and communicating with one another over a substantial period of time (say several months or more). The ultimate goal is to enlarge your firm's "share of the online conversation." The process ends with strengthening the brand and, hopefully, additional sales of products and services. 53) Name and describe five of the marketing tools available with Facebook. Answer: Marketing tools available with Facebook include: Right-hand Sidebar Ads, News Feed Page Post Ads, Brand Pages, Reactions Buttons, video ads, mobile ads, and Facebook Exchange (FBX). Right-hand Sidebar Ads are display ads shown in the right column on a user's profile and home Facebook pages. They are often used to direct users to off-Facebook content such as website landing pages and content offers. The News Feed is the most prominent place for advertisements. The News Feed is the center of the action for Facebook users and where Facebook users spend most of their time because that is where posts from their friends appear. Page Post Ads appear in a user's News Feed along with all of the other posts and status updates that normally appear from friends. Page Post Ads have a tiny tag that indicates that they are sponsored (i.e., are advertisements) but otherwise look very similar to posts from friends. They have social context ("John Smith and Jane Doe like Pottery Barn") and can be liked, shared, and commented on, just like any other post. Page Post Ads can contain text, photos, video, and links. They can be used for many of marketing objectives, such as increasing brand engagement, obtaining Likes for the brand's Facebook page, and encouraging app installs and engagement. Companies pay to promote or boost Page Post Ads to extend their reach. Nearly all Fortune 1000 companies, and hundreds of thousands of smaller firms, have Facebook brand pages, similar to brand websites, on Facebook as an adjunct to their main website. The purpose of a brand page is to develop fans of the brand by providing users opportunities to interact with the brand through comments, contests, and offerings. Using social calls to action, such as "Like us on Facebook" and "Share," brand pages can escape their isolation and make it more easily into users' social networks, where friends can hear the message. Social brand pages have many more social opportunities for fans to like and comment than are typical of traditional web pages. However, corporate websites have, over time, adopted many social features and the two are now often indistinguishable. Brand pages on Facebook typically attract more visitors than a brand's website. Reactions buttons enable users to share their feelings with friends and friends of friends about content and other objects they are viewing and Web sites they are visiting. The Reactions buttons provide amplification for marketers. Facebook also offers video ads, mobile ads (its mobile ad platform is its fastest growing revenue stream), ads on its Facebook Messenger instant messaging app and on Facebook Watch, its video-on-demand service, and Facebook Exchange (FBX), a real-time ad exchange, which enables marketers to sell ads and retarget ads. 54) What are the basic steps in creating a Pinterest marketing campaign? Answer: The first step is to create a brand page and pin photos of your products, ensuring that you change your selections regularly and use high quality photos. Next, use URL links and keywords so that followers can easily find and buy the projects you have pinned. Use of hashtags helps organize your photos. Using Pinterest Rich Pins, such as Product Pins help businesses in industries that are cost competitive like food, retail, or movie distribution. Adding Pin It buttons also encourages followers to pin your photos to their own boards and share them with friends. Developing themebased boards also enhances the entertainment and branding aspects of Pinterest. Incorporating Facebook and Twitter into the campaign draws users from those networks onto Pinterest and integrating with those services allows users to navigate seamlessly from Facebook and Twitter to Pinterest. Being active on social media is also important to get the most out of it. 55) Which of the following is not true about mobile marketing? A) There is significant overlap between local and mobile marketing. B) By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go, outside of the home. Answer: D 56) Which of the following is the top app in terms of both audience size and share of time spent? A) YouTube B) iTunes C) Twitter D) Facebook Answer: D Identify the key elements of a mobile marketing campaign. 57) On average, users use about ________ apps a month on their smartphone. A) 10 B) 15 C) 20 D) 50 Answer: C 58) Which of the following statements is not true? A) Google is the leading platform for mobile display ads. B) Google has four of the top eight apps. C) Google still dominates mobile advertising in terms of U.S. revenue, but Facebook has gained significant market share. D) Google generates over 50% of all mobile search ad spending. Answer: A 59) Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances Answer: C 60) Which of the following is the second-most popular mobile marketing format? A) search engine advertising B) display advertising C) video advertising D) mobile messaging Answer: B 61) Which of the following accounts for the most time people spend using a mobile device? A) watching video B) social networks C) listening to music D) reading news and magazines Answer: C 62) While using apps, users spend over 90% of the time on just ________ of them. A) 2 B) 3 C) 4 D) 5 Answer: D 63) In which year did spending on mobile marketing first exceed the amount spent on desktop/laptop marketing? A) 2014 B) 2015 C) 2016 D) 2017 Answer: B 64) Which of the following accounts for the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages Answer: B 65) Which of the following is not a major provider of mobile display advertising? A) MoPub B) inMobi C) AdMob D) Webtrends Answer: D 66) Which of the following is the leading mobile retailer in the United States? A) Walmart B) Amazon C) Google D) QVC Answer: B 67) Which of the following is not a technology for enabling proximity marketing? A) Lens Studio B) NFC C) BLE D) QR codes Answer: A 68) Which of the following statements about BLE is not true? A) Only Apple iPhones can use BLE. B) BLE uses less power than traditional Bluetooth or GPS. C) BLE has a two-way, push-pull communication capability. D) BLE is more accurate than targeting through Wi-Fi triangulation. Answer: A 69) What percentage of the population use a mobile device to research products online before purchasing? A) about 25% B) about 33% C) about 50% D) about 75% Answer: C 70) Traditional retail products and travel services are the source of much of the current growth in m-commerce. Answer: TRUE 71) Purchases made on tablet computers are the fastest growing and largest source of mcommerce revenues. Answer: FALSE 72) SMS text messaging generates most of mobile marketing spending. Answer: FALSE 73) What are the implications for marketers given that users spend over 75% of their total mobile time using apps and that on average, users only use about 20 apps a month? Answer: The implications for marketers are quite clear: if consumers are primarily using apps rather than browsing the Web on their mobile devices, marketers need to place ads in apps where most of the action is for attracting consumers, and that means social, entertainment, and game sites. Second, if mobile consumers only use, on average, 20 apps, then marketers need to concentrate their marketing in these popular apps, let's say, the top 100. Niche marketers, on the other hand, can concentrate their ads in apps that support that niche. A distributor of diving equipment, for instance, could place ads in apps devoted to the diving community. There may not be many users of the app, but those who do use it are highly motivated on the topic. Another implication for marketers is that rather than focus on mobile display ads that are difficult to read, the best ad may be an entertaining video ad that captures the viewer's attention or an ad in an app that is precisely targeted to the consumer's current activities and interests. 74) How does the multi-screen environment change the marketing funnel? Answer: Consumer purchasing behavior changes in a multi-screen world. Consumers will often use two or more screens at once, tweeting when watching a TV show, or moving seamlessly from a TV ad, to a mobile search for more information, and finally making an online purchase. Also, the more screens people use, the more shopping and purchasing they do. One conclusion is that the more screens consumers have, the more consumer touchpoints or marketing opportunities exist. The implications of the multi-device platform, or screen diversity environment, are that marketing needs to be designed for whatever device the consumer is using, and consistent branding across platforms will be important. Screen diversity means that one ad size, for instance, will not fit all situations, and that branding images will need to be adjusted automatically based on the device the consumer is using. From a design perspective, graphics and creative elements will appear differently depending on the screen. The requirement to find customers on multiple screens can add considerably to the cost of marketing online. Companies may find that they need to develop a presence and market not only on Web sites, but on mobile Web sites, and/or smartphone apps as well. Perhaps they may not be able to afford all three and may want to choose only one. In that case, which is the best? Much depends on what the point of the marketing is. To drive sales, a Web site might be more effective, but to drive brand awareness, and engagement, social and entertainment apps might be better. But even beyond screen adaptability, a multi-screen world means merchants need to be on all platforms, and to be integrated across platforms, to send a coherent message and to create a convenient consumer platform. The marketing environment today is much more complex than placing banner ads on pages or on search engine results pages on the Web. 75) How do people use their mobile devices today? Answer: Most people believe that people use their mobile devices on the go, but in fact, according to one of the very few studies of actual mobile behavior, almost 70% of all mobile minutes occur in the home. People spend over 6 hours with digital media on average daily, and over three and a half of these hours is spent using mobile devices—smartphones and tablets. Recent data show that entertainment, not shopping or buying, is the primary focus (at least in terms of time) for mobile device users. Of the three hours and a half a day that people are spending using their mobile devices, 45 minutes is spent on social networks, while watching video accounts for about 38 minutes. Listening to music accounts for over 1 hour, and over 20 minutes are spent playing mobile games. 76) Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years? A) desktop/laptop display advertising B) location-based (local) mobile marketing C) mobile marketing D) social marketing on Facebook Answer: B 77) Macy's deployed which of the following technologies in many of its retail stores in 2014? A) QR codes B) iBeacon C) E9-1-1 D) Geo-search Answer: B 78) Which of the following dominates the local mobile search market? A) Twitter B) Apple C) Facebook D) Google Answer: D 79) Apple's iBeacon uses which of the following technologies? A) BLE B) NFC C) E9-1-1 D) QR codes Answer: A 80) Which of the following is the leading location-based mobile ad format? A) search ads B) display ads C) native/social ads D) video ads Answer: A 81) Google uses which of the following to build a global database of wireless access points and their geographic locations? A) E9-1-1 B) Street View cars C) iBeacons D) BLE Answer: B 82) Eddystone is an open-source standard for beacon technology. Answer: TRUE 83) A cell phone's GPS is accurate to within five feet of the actual location of the phone. Answer: FALSE 84) What technologies and techniques are employed in location-based mobile marketing?Answer: There are two general types of location-based marketing techniques: geo-aware and proximity marketing. Geo-aware techniques identify the location of a user's device and then target marketing to the device, recommending actions within. Proximity marketing techniques identify a perimeter around a physical location, and then target ads to users within that perimeter, recommending actions possible within the fenced-in area. The perimeter can be from hundreds of feet (in urban areas) to several miles (in suburban locations). For instance, if users walk into the geo-fenced perimeter of a store, restaurant, or retail shop, they will receive ads from these businesses. Both techniques utilize the same locating technologies. GPS is the most accurate positioning method in theory, but in practice, the signal can be weak in urban areas, nonexistent inside buildings, signals can be deflected, and it can take a long time (30-60 seconds) for the device to acquire the signal and calculate a position. Wi-Fi location is used in conjunction with GPS signals to more accurately locate a user based on the known location of Wi-Fi transmitters, which are fairly ubiquitous in urban and suburban locations. Apple's iBeacon technology uses Bluetooth low energy (BLE), which uses less battery power than traditional Bluetooth or GPS and is more accurate than targeting through Wi-Fi triangulation. 85) Why is local mobile marketing so attractive to marketers? Answer: Consumers who seek information about local businesses using mobile devices are much more active and ready to purchase than desktop users. In part this is because desktop searchers for local information are not in as close proximity to merchants as are mobile searchers. A recent Google survey found over 80% of U.S. consumers use smartphones or tablet computers to conduct local searches on search engines for a variety of local information such as business hours, local store addresses and directions, and availability of local information through the purchase process, and 50% of smartphone users visited a store within a day of their local search, and 18% made a purchase within a day. The survey also found that over 60% of smartphone users wanted ads customized both to their city/zip code and to their immediate surroundings. As a result, almost 80% of U.S. marketing professionals recently surveyed indicated that they have increased spending on location-based mobile advertising.