Unit 4: MIDTERM

Please refer to your Scenario in Practice 1 to answer the following questions. According to our Goal Based Metrics Guide, what social media initiative should Briana recommend to help grow Debbie’s social media following?

Orlando Magazine has selected Fits Like A Glove as a vendor in their Best of Orlando Issue. The Issue will also be published online. This will add to the Google Juice to FitsLikeAGlove.com.

Debbie has a meeting scheduled to review other digital opportunities with Orlando Magazine and their sister publication, Where Orlando. She is particularly interested in banner ads and email marketing (since she does not have a enewsletter). Based on Debbie’s goals, which metrics hold the most weight in evaluating performance for these web and enewsletter initiatives?

This month, Debbie decides to do a digital buy for 1) inclusion in an enewsletter with Orlando Magazine, and 2) a featured listing for Where Orlando. She is hoping this drives traffic to her website. If these efforts in fact drive heavy traffic to FitsLikeAGlove.com, when she pulls the numbers from Google Analytics, they will be top:

Debbie receives a report from Google analytics on the first of every month. She notices that Unique and Total Sessions are not the same number. Why is this?

Please refer to your Scenario in Practice 2 to answer the following questions. Impressions are an important metric for Mary regarding the results of __________ efforts.

Mary plans a “Grand Opening!” event surrounding the official opening of the new branch. As part of her 360 Degree Marketing Plan, she will promote this event through what channels?

Mary is interested in signing up for a digital buy of banner ads on Orlando Magazine’s website to target the hyper-local market. ______________ is an important metric for her to consider. If this number is low, she will choose against the digital buy.

Mary has done a digital buy for social posts on Orlando Magazine’s social media channels just for the “Grand Opening!” event. When should she receive her performance report from the Orlando Magazine team?

Mary can have the in-house, City Beautiful Bank web team pull a list of phone numbers from Google Analytics for follow up purposes.

Please refer to your Scenario in Practice 3 to answer the following questions. FemmeFoods.com is a blog and not a business that offers a service or product, therefore Hannah does not have access to Google Analytics. She will need to rely on the report on the web ads she purchased from Orlando Magazine for performance and click through rate.

Hannah is a blogger.

The team at Earl’s Kitchen love Hannah. Everytime she posts about them, they get a bump in same day reservations. She would a great candidate for the ___________ their marketing team is coordinating.

Hannah posts three times a day, every day on Instagram. This is called:

Orlando Magazine posted a photo of Hannah on Instagram. They used the image in the Faces section of Where GuestBook. Their photographer, Robbie, took this photo. How was this photo tagged?

Please refer to your Scenario in Practice 4 to answer the following questions. When a user googles “Jeep dealerships Orlando,” Joe’s Jeeps should appear:

According to the Goal Based Metrics Guide, we should recommend the following digital opportunities to Joe’s marketing team:

_______________’s Bright Edge Cube score is an important factor in Joe’s decision to participate in the Holiday Digital Initiative in December.

More Online Exposure = More Potential Buyers

A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience- and ultimately, to drive profitable customer action is: