Answer: • Someone must ask to be on your email list, and then verify by clicking a link they want to be on it
Question:* What is brand strategy?
Answer: • Creating the image you want your company perceived as and marketing in a way that portrays that image to customers
Question:* What is a “landing page”?
Answer:• The page a potential customer sees when they click on your paid ad
Question:* How can the signature block be used effectively?
Answer:• Branding the firm and relaying information to the email recipient such as the company blog
Question:* What is affiliate marketing?
Answer: • When a 3rd party helps market your business, and in turn you pay them a commission based on sales as a result of their efforts
Question:* What is the purpose of sending a monthly newsletter?
Answer: • It builds branding, creates awareness and a connection with potential clients
Question:* What is one advantage to using a purchased email list?
Answer: • It is targeted at your potential customers
Question:* What is “cost per action”?
Answer:• A payment agreement where a specific action creates a payable event for the affiliate, such as a click, a purchase, a number of page views
Question:* Why have social networking sites become a popular method of internet marketing?
Answer: • Ease of use, large number of users, easy to target specific demographics
Question:* Who was one of the original widely known affiliate marketers?
Answer: • Amazon
Question:* What is search engine optimization?
Answer:• Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings
Question:* What is an auto-responder?
Answer:• An automatic email message sent to someone who takes an action such as submitting a form on a company website
Question:* What should a company do once it achieves its search engine ranking goals?
Answer:• Constantly monitor and improve their site in order to maintain their ranking
Question:* What is an important step early on when forming a web marketing strategy?
Answer:• Allocating a large budget to the project
Question:* What type of income statement items are marketing expenses?
Answer:• Cost of Good Sold
Question:* Which of the following are podcasts least likely to target?
Answer: • Customer loyalty
Question:* What is the purpose of a traditional press release?
Answer: • It announces company information to a widely dispersed group of people
Question:* What is an “impression”?
Answer:• When your ad is displayed on a page online, not necessarily clicked on
Question:* What is “bounce rate” in terms of email marketing?
Answer:• The percentage of emails sent to a list which are returned as undeliverable
Question:* How is the “open rate” important?
Answer:• It is the number of people who actually opened the email sent to them, giving the company insight into how effective the email marketing campaign was
Question:* What is the formula for calculating cost per customer acquisition?
Answer:• Total marketing budget for a specific period divided by the number of new customers for that same period
Question:* Why is the subject line of any email campaign important?
Answer:• It is all the receiver sees besides the email address until they open the email
Question:* What are the four P’s of marketing?
Answer:• Placement, Production, Procurement, Procedures
Answer:• Depends on the company and what is most effective for its business
Question:* What is meant by “niche marketing”?
Answer:• Targeting a broad based group of people
Question:* How important is content on a site when optimizing it?
Answer:• It is the only thing which creates a higher ranking in search engines
Question:* How are keywords utilized by search engines?
Answer:• The keywords are a brief description of what topics your site relates to
Question:* What is the purpose of having a special landing page for a PPC ad?
Answer:• Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker
Question:* Why has web marketing become a popular form of marketing?
Answer:• It is much cheaper than other forms and often more effective
Question:* What is meant by “white hat”?
Answer: • Ethical and honest methods of increasing page rankings
Question:* What is the primary goal of web marketing?
Answer:• To drive potential customers to the company website
Question:* How can a company profit from a podcast directly?
Answer: • Charge for premium content
Question:* Why are affiliates not the same as having a sales force?
Answer:• The affiliate only drives traffic, they do not necessarily convert them to sales
Question:* What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?
Answer: • A well maintained blog will help increase page rank with search engines
Question:* Which of the following can negatively impact a site’s ranking in search results?
Answer:• Using automated programs or services to create links to your site
Question:* What is a site index?
Answer:• A page which has a linkable outline of all of the pages on a website
Question:* How is click-through rate measured in an email campaign?
Answer:• The number of people who click on a link in the email bringing the potential customer to your site
Question:* How do firms typically budget once positive results are seen from their internet marketing campaign?
Answer:• Increase the budget and focus on those activities which are working
Question:* What is a trackback?
Answer:• A method of notification that somebody links to document/html
Question:* What is the best way to make internet marketing effective?
Answer:• Focus on one specific technique such as direct email
Question:* What is a “value proposition”?
Answer:• A statement as to how the company adds value for customers
Question:* Why is reciprocal linking becoming an important way to reach potential clients?
Answer:• Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site
Question:* How much would a company pay for the given example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents?
Answer:• 10 cents
Question:* What is a “call to action”?
Answer:• Using verbs to encourage people to take an action
Question:* What is meant by “guerilla marketing”?
Answer:• Using resources such as time, energy and imagination rather than money to market
Question:* Why would a company hire internet marketing specialists if marketing is relatively easy to do online?
Answer:• Hired experts can drive the best results of campaigns and help guide the company in its marketing
Question:* What is A/B testing?
Answer:• Using 2 versions of an ad, measuring results to see which one is more effective
Question:* Why is it important to set daily maximum budgets for pay per clicks ad campaigns?
Answer:• Costs of clicked links can add up quickly if not limited
Question:* Which 3 industries are the largest users of affiliate marketing?
Answer:• Prescription drugs, electronics, child products
Question:* Why has web marketing become the primary method of marketing for some companies?
Answer:• It is inexpensive compared to other methods
Question:* How can posting on other message boards help drive traffic to a company site?
Answer:• By becoming an expert on a subject and giving people information which demonstrates your company’s knowledge and expertise
Question:* What are meta tags?
Answer:• Embedded information about your website such as keywords
Question:* How is the pricing model of a click determined?
Answer:• The more popular a search term, the more a customer will have to pay to use that term in his/her target keywords list
Question:* Why would a company possibly want to spend more on PPC early on?
Answer:• To drive traffic to their site and increase awareness
Question:* How do listeners decide what is a worthwhile podcast to continually listen to?
Answer: • Having several hosts and a myriad of topics
Question:* Who regulates affiliate marketing?
Answer:• Internet Affiliate Board
Question:* What is meant by “viral marketing”?
Answer:• Creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed
Question:* Why would a firm employ guerilla web marketing?
Answer:• It gives the firm more control over its marketing budget
Question:* How can supplemental materials be delivered to the podcast listener?
Answer:• Files can be made available for download along with the link to the podcast