The Impact and Trends of Online Video and Mobile Usage in Digital Marketing, Exams of Statistics

Download The Impact and Trends of Online Video and Mobile Usage in Digital Marketing and more Exams Statistics in PDF only on Docsity! MGT 6311 - Final Exam|105 Correct Questions and Answer. Youtube Stats - Correct answer- First video aired on 4/23/05 - over 1 billion unique visitors/month, 6 billion hours of videos/month - 25% of views come from mobile devices - Second largest search engine behind Google - 17% of all internet traffic - 56% of vides are <2mins Most common videos - Correct answer- Explainers - Product Demos - How-Tos - Testimonials Video Stats - Correct answer>4/5 Twitter users watch video content on Twitter 10billion videos/day are watched on Snapchat 500million people/day watch videos on Facebook 85% of videos watched on Facebook are watched without sound Video Views - Correct answerA video is considered a view on Facebook if it runs for at least 3 seconds Impact on Video on email - Correct answerIncluding video in email increase consumer engagement and has an overall positive impact on the channel The word "video" in email subject line - increases open rates by ~20% - increases CTRs by ~65% - reduces unsubscribes by 26% A video included in the email increases CTR by 200-300% Impact of Video on Websites - Correct answerVideo has a roughly 100% increase in conversion rates Online Video Stats - Correct answer- online videos will account for 80% of all consumer web traffic by 2020 - 83% of consumers indicate they're willing to share videos they like with their friends and peers - 85% of the US internet audience watches videos online. Business goals for using online video - Correct answer- Communication - Sales - Lead Generation - Customer Service - Promotion Customer preference/behaviors - Correct answer- 2/3 consumers prefer watching explainer videos - 3/4 millennials say video helps them in comparison shopping - 40% of consumers say videos increases the chance of purchasing a product through their mobile devices - 69% of users prefer to watch a video to learn a product/service than reading about it Video Content Tips - Correct answer- Capture attention early - Shorter is typically better (30secs - 2mins) - Keep it casual - Maintain relevance Onsite Video - Correct answerOnsite videos are a use of videos on an organizations website Online Video - Correct answerOnline videos are videos residing on a third-party site such as YouTube Benefits of Onsite Video - Correct answer- Make Website Stickier: makes customers spend more time on our site - Capture Customer/Prospect Attention: help pull the customer deeper into the buyer journey - Create Buzz: create new awareness and interest via viral advocacy - Disseminate Information More Clearly: easier for a customer to see a product in action - Playback locations Media Types - Correct answer- Paid Media: This is media where we have to pay for it. We can think about this as advertising. - Owned Media: This relates to media channels that we own (e.g. websites, social media, blogs) - Earned Media: This refers to publicity obtained through promotional activities. whenever someone or an organization advocates for our brand without receipt of payment Paid Video Promotion (Paid Media) - Correct answer- Search Ads - Discovery Ads - Video Ads - Overlay Ads - Bumper Ads - Sponsored Cards Search Ads - Correct answerThese appear at the top of the search results page in YouTube above the organic results and have a yellow ad icon associated with them. Discovery Ads - Correct answerThese are thumbnail image ads that appear in the upper right corner of the search and watch pages Video Ads - Correct answerThese ads appear at the start of or during regular YouTube videos. With this format, brands can include a small banner ad next to the vide for free Overlay Ads - Correct answerThese are ads that are only available on YouTube's desktop platform. The ad can be text or images. Bumper Ads - Correct answerThese are non-skippable ads up to 6 seconds long that must be watched before a video can be viewed Sponsored Cards - Correct answerThese are cards that appear during your video to display relevant product features within the video Owned Video Promotion - Correct answerOwned videos are housed on our website as well as being housed on our social channels such as Facebook and YouTube. Earned Video Promotion - Correct answerThe pinnacle of media is earned media because we want to obtain the greatest exposure possible as efficiently as possible. From a pure earned video promotion standpoint, the key is to create videos that provide tremendous value Mobile Usage Stats - Correct answer- More than 1.2 billion people are connected to the internet via a mobile device - Annual growth rate is between 50% and 70% - ~40% of all internet pages being loaded by mobile devices - 71% of all the internet usage is now on mobile devices - ~90% of the mobile users' time is spent within applications on their devices - Average US smartphone user access 27 mobile apps each month - consumers have a roughly 3 second threshold for webpage load time - 86% of consumers user their smartphone for shopping purposes - The average American checks their mobile phone roughly 80 times a day and does so once every 12 minutes Key Mobile Phone Characteristics - Correct answer- Personalization: Mobile phones tend to be personal devices that are used by a single individual - Proximity:Most consumers keep mobile phones within arm's reach at nearly all times. - Always On: Most consumers keep their phones on 100% of the time. - Payment Transaction Capabilities: Payments can be processed through the user's mobile network - Native Content Creation Functionality: The ability to record video, take pictures, capture audio, draw, etc on a mobile phone - Measurement: Capturing user analytics across mobile devices can be a huge value for marketers - Social Connectivity: Each time a consumer has a brand interaction, they can easily share that experience with their social network - Augmented Reality: This technology allows marketers to augment interactions with embedded content that can enhance the customer experience - Digital Interface: Consumers are beginning to leverage their mobile phones to control IoT devices Mobile Application Considerations - Correct answer- Goals - Customer Strategy - Platform and Buildout Goals - Correct answerit's critical to begin the process of building out a mobile application by thinking about what the business and marketing goals are within the app Customer Strategy - Correct answerWe want to leverage all insights we have about our target audience: - Personas: A great starting point is to reflect upon our user personas - Social Listening: We can use social listening tools to gather insights from our target audience - Buyer Journey: What do we know about the process our target audience follows and the various paths taken to purchase our offerings - User Stories: We can also build out user stories to help clarify the features and functionality within the app - User Feedback: We can do so through focus groups and surveys to better understand their interests Platform and Buildout - Correct answer- OS & Data - UX Mobile Channels - Correct answer1. SMS/MMS: This channel allows for both push messaging (where the brand sends the message to the customer) and the opportunity to receive messages from consumers 2. Proximity/Bluetooth Beacons: When a smartphone with the brand's app installed comes into range, it can receive a notification such as a sales promotion offer, recommendations or any other message the brand wants to transmit. Proximity Marketing 3. AR/VR: This technology can also be location based such that a user in a store can launch an app and see more information about the products around them 4. Applications: There are several distinct advantages of applications: a. Native Functionality: Easy accessibility on the mobile device by simply clicking the app to launch it. b. Push Notifications: Push notifications are dependent upon permission-based marketing 5. Mobile Sites: a. Owned Promotional KPI considerations - Correct answerThese are used to highlight certain products and services, encourage the user to begin shopping CTR: natural metric to monitor as it indicates the percentage of consumers that are shifting their behavior from the email to the organizations website. Purchase rate: This is a reasonable metric to track as there are many ways a consumer can end up on a product page Contact us: There are situations where the customer may not be trying to drive a consumer to a product or service page Informational (Newsletters) KPI considerations - Correct answerOne of the most common versions of this is an email newsletter Open rate: Open rate behaviors can provide information that helps the marketer better segment their email database Download rate: In a B2B environment, it's fairly common to encourage customers to deepen their engagement via marketing assets such as whitepapers Forward rate: marketers want to realize customer advocacy and their help spreading the marketing message. Forward rate is a good way to assess this activity for emails Database growth rate: Presuming the opportunity for growth exists, this is a metric to monitor Email Service Provider (ESP) - Commercial - Correct answer- Serves as a platform to create, store and manage email templated and email campaigns - Ability to A/B test and segment customers - User segments can also be set up in the ESP for more effective campaign management - Provide tracking information showing the status of emails sent - Provide the ability to segment address list into interest groups or categories - ESPs often have dynamic personalization capabilities that can insert information on a customer - An ESP can also help ensure deliverability (white list). - ESP can help ensure compatibility across platforms - An ESP provides analytics to the marketer - ESPs make it easier to build emails via responsive design, and test how they look across devices - ESPs make it easy for a marketer to set up trigger-based welcome emails Spam rate - Correct answerOver half of all emails sent are considered spam Email Structure Considerations - Correct answerSender Info Subject Line Email Copy/Content Use of Imagery CTA Layout Mobile Email Sender Info - Correct answerIt's super important consumers are able to clearly identify emails as coming from the brand they recognize Subject Line - Correct answeremail subject line length should be concise but also convey a compelling message that encourages consumer engagement. A subject line length of 15 characters or less had the highest open rate Email Copy/Content - Correct answerHeader: the top of the email is generally referred to as the header Greeting: a greeting may also be included just before the header section (include customer's name when possible) Body: The body of the email is where most of the content resides. It's recommended the body be designed to align with customer needs and marketing goals. Footer: The footer is the bottom part of the email. This section includes brand name, social icons, contact info, an opt out link and necessary legal language Use of Imagery - Correct answerImagery can be very helpful to convey information and entice consumers to further engage with the brand. Call(s) to action (CTA) - Correct answerInclude one or more calls to action within the email. Anything that has copy enticing the customer to take action, and links to the website can be considered a CTA. Prominent CTAs typically appear as button Layout - Correct answerIt's also important to think about where content is physically placed within an email. Consumers tend to scan emails in an F-shaped pattern, moving from the top to bottom and right to left Mobile Email - Correct answer- About 3 in 5 consumers check their email on the go - 75% say they use their smart phones most often to check email Email Best Practices - Correct answer- Emails should be permission based (Opt-in) - The marketer should send an email confirming the opt-in - The marketer should also make it easy for the consumer to unsubscribe from emails at any time - Make it clear why the consumer's going to want to receive the emails Ways to build an Email database - Correct answer- E-commerce & In-store sales: The consumer may like the green benefits of receiving an electronic receipt as well as believing they will receive valuable offers from future emails Online & Offline promotions: sales promotion offers, such as coupons can also be used to entice consumers to provide their email address - Trade Shows: Fairly common in B2B environments where initial contact with a prospect or consumer takes place offline - Satisfaction Surveys: Print and electronic satisfaction surveys can also be used to entice consumers to register for future emails - Networking: - This can be a great way to connect, build rapport and ask the contact for their permission to send future emails, such as their organizations newsletter. - Buying a List: There are email list providers that will sell email contacts to marketers. It's important to note that the although you are allowed to send unsolicited emails to anyone, they must opt-in to receive additional emails Welcome Email - Correct answerThis is the first email a customer should receive when they sign up for an organization's email. Roughly 3 in 4 consumers expect a welcome email when they subscribe Product Related Emails - Correct answerLeverage the product purchase history for a customer and send them an email reminder that it's time to restock Personalized Emails - Correct answerEmail marketers attempt to capture some personalized information, such as a consumer's first name. Leveraging demographic data such as the customer's location, age and gender can help the marketer provide more relevant content within their emails Incentives - Correct answerThis gift to get scenario helps better understand customer preferences while simultaneously providing the consumer customized offers and content they actually want Testing and Measurement - Correct answerAssessing the core KPIs that have been established on an ongoing basis is a must. A/B testing to measure subject line, content, and call to action effectiveness are some of the tests that can be run. - Develop new products: Analyzing customer comments and feedback on existing offerings can help an organization develop new products Know Your Audience - Correct answerGoal setting should be a function of the target audience. Gathering, analyzing and grouping internal information, through email marketing efforts, contact us forms, online comments telephone calls etc. in conjunction with external information, going through blogs, forums, online news feeds, tweets and so on can all be used to better understand market segments. Establish a Strategic Presence - Correct answerIdentifying content that will appeal to and engage audience segments is a critical aspect of social media marketing best practices Social Landscape - Correct answerHere we need to think about how certain platforms have been adopted by consumers to serve certain purposes Engage Your Audience - Correct answerProviding compelling content that stimulates positive conversation about the brand is at the heart of social media marketing Consider Content Size & Type - Correct answer- 2 in 3 people are primarily visual learners - The average attention span of adult online users is roughly 8 seconds - Consumers are bombarded with about 3,000 brand impressions each day Making written copy easy to scan through bullet points, shortening promotional messages that focus on just one or two things Transparency & Credibility - Correct answerIt's important to allow for both positive and negative comment on social. Having a proactive policy of being respectful and having respectful dialogue and a consistent position, on sensitive topics can help ensure the brands reputation remain strong in the minds of the target audience. Invest the Time - Correct answerThinking about and planning resource allocation for various tasks and establishing a structured approach for consistency will help ensure customer expectations are met. Experiment to determine what investments provide the greatest returns Measurement & Adjustment - Correct answerAssess the core metrics that are available to determine which platforms, content types, frequency etc., are performing the best and focus efforts accordingly. An organization should revisit its social media marketing strategy with some degree of frequency (e.g. twice a year) Conversion Rate Optimization (CRO) - Correct answerThe goals for any website should be a function of the organization's strategic goals: - Increase brand awareness - Lead generation - Drive product/service sales Optimization goals - Correct answer- Drive Increased Traffic: The traffic should be targeted and qualified, meaning it aligns with the target audiences' interests - Deepening Customer Engagement: Moving customers deeper into the buyer journey and/or building brand loyalty - Improve Conversions CRO - Email - Correct answer- Subject Line: The marketer should be selecting language or copy that actually has an impact on consumers' behaviors - Headline: This is where the marketer wants to reinforce or extend the messaging contained into the subject line thus pulling the customer deeper into the email - Layout: Consider differences such as a single column vs 2-column layout - Call to Action (CTA): contest different copies such as, "Buy Now!" vs "See Plans and Pricing" - Images: The images being used in emails can also be tested to determine whether or not customers are more likely to engage with the email - Personalization: This might be in how you address the customer (e.g. "Mr. Buchannan" vs "Michael") but may also be a function of the shopper behaviors, which ties back to the images used CRO - Display Ads - Correct answerConsider testing the difference between using a product image versus an image containing a person CRO - Search Ads - Correct answerFor paid search ads, you can test: - Headline Copy - Body Text: The body text of an ad can also be modified to determine whether or not variances and promotional messaging and sales offers affect consumer behavior - Link: The marketer can test this copy to determine its impact on consumer behavior (CTR) - Ad Extensions: The marketer can select different ad extensions and try testing the impact of them CRO - Organic Social Media - Correct answerA marketer can run and test display ads, and this applies to display ads that are activated on social media. The marketer can also create organic, or non-paid posts on their social platforms, as well CRO - Landing Pages - Correct answerWithin the landing page, the marketer can test several attributes including: - Heading: This copy which might also be overlaid on an image can serve a few different purposes such as reaffirming the topic or purpose of the page or intriguing the customer to dive deeper into the content on the landing page - Copy: The copy on the landing page should be helping the consumer find the information they need, as well as enticing them to take action - Call to Action: The marketer needs to think about the different types of versions of CTAs, the language used, button sizing, button color, etc - Color: Typically, CTA buttons are made in a contrasting color, relative to the other colors used on the page - Images: Different images can have an impact on conversions - Offers: It is important for marketers to consider how their offers will resonate with consumers. Sometimes the same offer worded differently can impact results CRO - e-Commerce - Correct answer- Images: Images of different sizes, or entirely different image content, could make a big difference. - Call to Action: "Add to cart" or "Buy now" may affect shopper behavior. - Shipping Information: Test to see whether displaying shipping costs before actual checkout affects the volume of customers starting the checkout process, as well as its effect on completing the purchase. - Credibility Information: For lesser known sites this can still be a very real concern for consumers, therefore the marketer might consider using images to help address this concern A/B Testing - Correct answerWhen conducting A/B (also known as split testing), the marketer should only be changing one element at a time so that they can easily isolate which factors have an impact on conversion rate.