How to find mobile customers Assessment Answers - Academy for Ads

Learn how to reach customers in today's mobile-1st landscape

Explore how to reach mobile-1st customers through micro-moments and signals. Also, see what other companies are doing to reach their mobile-1st customers. Take all the courses, pass the Assessment, and earn an Achievement to display on your profile.

 

D1.

Why should companies adopt mobile-first thinking?

•   The offline and online worlds are blurring and it's prudent to start anticipating how to leverage this space
•   Mobile first is great, except for campaigns when you're trying to increase brand awareness
•   Almost a quarter of the world owns a smartphone, a tablet, and a laptop
•   It encourages siloed thinking and that creates efficiencies

 

A2.

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

•   Absolutely nothing and let this pass you by as a lesson learned
•   Completely start over from scratch with a new campaign
•   Combine even more signals, so that you are sure to reach more people
•   Combine fewer signals, so that you reach more people

A3.

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

•   Intent-rich signals are the only ones that matter.
•   Contextual signals are the ones to focus on.
•   Finding the balance between intent and context is key.
•   Neither matter to marketers in a mobile world.

B4.

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched "calories in curry rice". You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

•   People who were interested in half marathons in the area
•   People who searched for "where to buy chicken curry"
•   An earlier site visit of electronic music school
•   All those who searched for a recipe

D5.

You're a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

•   Enhanced GPS targeting to get customers into the store
•   Send a 10 percent off coupon to email mailing list
•   Add a click-to-navigate button to your banner ads
•   Make your home office address easy to find

D6.

Your data is showing that mobile isn't performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn't getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

1.   Site traffic
2.   Lead generation
3.   Mobile commerce
4.   Cross-device conversion

 

C7.

You've been asked to identify micro-moments for a new automotive client. Where do you start?

•   Just focus on the moments involving cash transactions
•   Look at your data to get insights on customer behavior
•   Capture each and every moment you can. Don't hold back.
•   Avoid location data and information relating to time

B8.

You're surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don't. What could have been done to be more relevant in that micro-moment?

•   The marketers should have focused only on environmental signals.
•   The marketers should have ignored this micro-moment.
•   The marketers could have relied on more media signals.
•   The marketers' ad could have said how your friend "liked" the school.

B9.

Your manager asked you to give more consideration to a user's location. What kind of signals would you look at?

•   Environmental
•   Learned
•   Media
•   Intuitive

C10.

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

•   Go back to your search data and try to anticipate all the questions your customers may have
•   Try to speak to every moment your customers may be using their smartphones and devices
•   Rule out signals such as likes, comments, browse behavior, and reading an article
•   Disregard the feedback and trust that your instincts are correct