E-commerce Course – Google Activate

Definition of e-commerce

Are you ready to embark on e-commerce? Before you offer

products or services over the Internet it is important to understand the
technical infrastructure you need to manage everything, know how
you must manage your clients' database and the tools that can help you
help in your day to day.

1 Module:

[Link] to e-commerce:[Link]

Juan's family has a craft wine business that has been functioning
very well during the fifty years it has been open. This has been thanks to
to the number of tourists who come to the area just to buy their
product. Juan, in light of the success, has decided to complement the store
physics with an online option to reach a larger audience.

Indicate what recommendations should be followed to get started.

in e-commerce.
Rta
Establish metric systems.
Find a "gap in the market"
Open all communication channels to your clients.

It is important to establish a metrics system to know where you want to

arrive, how much you want to sell and to whom it is intended. Also, you must
find a market gap for your product and get the customer
help him because he is different from all the others. Also, he is
it's important to open new communication channels with your customers, since
these can be your best commercials.

[Link]:[Link]

Raquel opened a high-end clothing store for animals a few years ago.
quality". When he opened his store, the competition was not too broad and
I had located the businesses that also designed clothes for animals.
but, in recent years, the demand for pet clothing has
increased, and as a consequence, competition has also grown, due to
 what is very important for Raquel and for her business is to stay up to date with the
news.

What online tools would you recommend to Raquel to keep her updated?
current activity of your competition?

Go to the competitor's website.

Subscribe to their newsletter.
Turn to digital media.

The website of the brand or company you want to research is a

from the most direct sources to understand their activity and operation in
the day to day. You can also subscribe to the company's newsletter at the
what you want to investigate or turn to digital media since, simply with
put the name of the company or the product we want to investigate,
we can obtain information about your possible promotions, new
products that will be arriving soon, the materials they use, and also
If there is something in your story that can help you improve your own project.

[Link] practices Benchmarking (learning from competitors):

[Link]

Luis has a company selling machinery for the prosthetic world

dental. Observing its competition, it has noticed that others
web pages are much more attractive than yours, as this one has
too much text and, being quite a technical market, the
Vocabulary used is sometimes arduous for new clients.

Choose which of these options would be correct to solve the problems

that are being raised to Luís.
The easiest way to attract visitors to your website is to make it appealing, already
so you can create a more dynamic interaction with your clients. It is
It is important, moreover, that the users who visit your website understand the
content of the same. If you work in a very technical market, you can facilitate a
chat with an expert or a query mailbox, to receive and resolve the questions that
have the user while they navigate your web page.

Another key to making your business successful is to simplify the processes of

buy, and if at times the sales volume slows down other tasks it offers
tu página web, puedes vender a través de plataformas de comercio electrónico
that already exist, such as Amazon, eBay, and allow payments or transfers through
PayPal.

[Link] Method:[Link]

When we launch a new product or service, it is advisable

to ask ourselves a series of questions to increase the likelihood of success
of that product. This analysis should not only take place when launching the
product except during the entire lifespan of it to carry out
a continuous improvement process.

Do you remember what the steps are according to the CANVAS model?

Decide what product or service I sell

Decide how I'm going to do it
Specify to whom I am going to address.

The first step is to know what you are going to sell, what your product is, and why.
you have chosen this product and not others. The better defined this is,
it will be easier to sell your product to an audience. Identify how
you are going to launch your product would be the second step to take. It is
It's important to know, after determining what you want to sell, what
what channels you are going to use to sell your product. And lastly, to know who is going to
to buy it and who can be a potential audience is the third step after
choose the 'what' and 'how'. Know how to determine the audience to which you are going to direct your
product can determine its success.

[Link] of an online store:[Link]

 Manuel created an online store two years ago to sell food.
fair trade. These two years have gone well, but he wants to continue
maintaining this good result and for this, it needs to optimize certain
aspects of your e-commerce.

Indicate which of the following statements are necessary to improve and

maintain a good online business.

The contents and products must be updated.

Yes
The user interface must be complex.
No
Customers must be satisfied.
Yes
A quality control must be carried out at least every two years.
No

It is important that customers have a good experience with us.

store, since if it is so, it is very likely that they will recommend us to third parties and
that they come back to shop at our store. Also, whether we have new
products as if we run out of stock of some, it is important to have
updated the stock, as this will prevent possible problems with
supply and will help us to manage more quickly and
simple the orders to suppliers.

[Link] database:[Link]

Carlos has an online music store that sees more visitors daily.
of 500 people. To be able to enjoy the content of this page you do not
there is no need to register or enter any personal data, but Carlos is
thinking of conducting a survey to find out what the preferences are of the
users and thus be able to make recommendations and, moreover, establish a
record of each user's purchases.

What would these implementations contribute to the online music store?

Carlos?

It would allow knowing the purchase history of each user.

It would allow for a classification of the music styles that are most
users listen.
Make general offers for the most demanded styles.
 The data collected and stored from our customers allows us to
analyze your preferences to improve our service. To know your
purchases and their preferences provide us with information that, when analyzed,

will correctly allow us to improve your shopping experience in our

space.

7. Data protection:[Link]

Ángela works in the marketing department of a laboratory that

sells beauty products online.

Indicate which of the following data collected on the web would be

personal data.

Full name.
If
How did you get to the website.
No
The texture of your skin, whether it is dry or oily.
Yes
The email you use to register on the website.
If

Personal data is specially protected data.

Personal data is considered to be that which refers to you
identification, that is to say, thanks to which, in some way, you can be
identify. Personal data related to your
religion, sexual orientation or health.

Our name, our email, or even whether our skin is dry or oily are
considered personal data. However, our data of
navigation are not, since they cannot identify us.

8. LEAN Techniques:[Link]

Sara has a website for distributing precooked meals. Lately, there are
dishes that are prepared in advance that do not get sold, what it
assumes costs and food waste. It has
 planteado usar la metodología LEAN para tomar mejores decisiones con
regarding the dishes he/she cooks.

To carry out this methodology, what should I do?

The LEAN methodology helps us save costs and make better
decisions involving customers in the decisions we make in
company. By conducting a survey we are involving our customers
and by basing ourselves on the dishes they are going to consume, we will save costs, since
In this way, food will not be wasted.

[Link] of existing businesses:[Link]

Luis has a furniture repair business. For some time now, he has been
is planning to expand the business with the sale of designer furniture and
this new business wants to create it online.

What would be the best option in each of the following situations?

 If we have a physical business and want to develop an online business,
The most important thing is not to base ourselves exclusively on what we already know.
The best strategy would be to start from scratch but taking advantage of the
history that we already have, and above all at the financial and contacts level.
Also, if we can start in a new location, better.

[Link] websites (prequalification of the sale):

[Link]

Ana has an old car and cannot afford the investment to buy one.
new car. Your financial advisor has advised you that a service of
"leasing" can be a good option to pay less taxes for the year
what is coming. Ana finds her advisor's proposal interesting and for
to have more information visit different websites but he/she cannot distinguish
Which of them is an informative website and which is not.

Help Ana indicating that

that fits the characteristics of
a web informative.

Exam - Module 1

Question 1

Both if you start from scratch

in e-commerce as if your company is already selling abroad
Internet...
A. ...you must redesign and rethink the entire organization from top to bottom
regarding a traditional company.
... no changes to traditional structures are necessary.
C. ... it is better to consult with a lawyer.
D. ... you must choose the same profile of people to work with.
 Note: Many times, people who have a traditional business
they want to turn it into an e-commerce business, and in many others
cases, directly, people want to create a business from scratch. In
In any case, you must redesign and rethink the entire organization of
up and down in relation to a traditional company, since the two types of
businesses are different when it comes to functioning.

Question 2

Choose the best statement.

A. Benchmarking means learning from the best in each field, in the
case of e-commerce Amazon, Zappos or eBay.
B. Benchmarking is protecting a brand.
C. Benchmarking is registering a brand.
D. Benchmarking is an uncommon practice in the business world.

Note: When launching an idea or a product to the market, several things can happen
problems or doubts may arise, which is why it is highly recommended that
let's look at large brands like Amazon, Zappos, or eBay and learn
about their mistakes and the processes they have gone through to become
large companies and e-commerce brands.

Question 3

In the WHAT section of a CANVAS model, it must be specified...

... what is the audience we are going to sell our products or our
services.
B. ... what economic resources we will need.
C. ... what is our offer in detail.
D. ... what the benefits of our product will be.

Note: When entering e-commerce, whether it's because we are

creating a new project or because we are transforming a business
It is important to change our mindset. We can support ourselves in the
CANVAS model, a model that has different sections in which
we will specify the WHAT, the HOW, and the WHO of our business. This
the model will be very useful to us and we will use its WHAT section to provide a
detailed explanation of what our offer is.

Question 4

What does the LEAN technique consist of?

A. In a technique of guaranteed success for your business.
It is based on planning less and experimenting less.
 It is based on planning more and experimenting less.
It is based on planning less and experimenting more.

Note: To improve a product or service that you are launching to

it is important for you to know the opinions that customers have or
users about it. LEAN techniques are based on planning less
and experience more. Each company and each business is different so
it can be very helpful to look at other companies, but the essential thing is
test in the market with one's own product or service.

Types of e-commerce

If you want to dedicate yourself to e-commerce, it is important to know that there are
two main types of e-commerce: B2B (Business to Business) and B2C
(Business to Consumer). Additionally, in this topic you will understand how the Internet of
Things and the multiplatform have changed and continue to change commerce
electronic day after day.

2 Module:

1. B2B versus B2C:[Link]

After Professor Gutiérrez's economics class on B2B vs.

B2C has proposed a practical exercise to its students in order to
establish both concepts. The exercise consists of identifying which of the
The following options correspond to a B2B strategy.

Complete Professor Gutiérrez's exercise by marking all the options.

correct.

B2B is the abbreviation of business to

business business" in which
both parties find synergies that help them optimize their results. A
A clear example can be seen in the automotive sector, which is organized in "clusters" or
"clusters" providing services between suppliers and companies in the sector and vice versa.

[Link] products:[Link]

Ángela has applied for some competitive exams and has come first in her
promotion. He is thinking about what steps he should follow to
to be able to digitize all the notes you have made during your preparation
so that those who are interested can buy them and prepare themselves
for the test that she has passed so successfully.

Can you tell him what steps he should take?

All the contents are

they can digitize
texts, music etc. The process of digitizing content encompasses from the
conception of the content, production and distribution up to the sale and post-sale
including third-party recommendations or updates.

[Link]:[Link]

Maria has a doubt, she doesn't understand the difference (if there is one) between
Internet of Things (IoT) and 'machine to machine'. Your friend Juan has
commented that they are two sides of the same coin but it has not helped him/her.
a lot.

Help María, sliding under the IoT icon, to discover the definition
correct.
Indeed, its main characteristic is that it is not just a
interaction between devices as they are aimed at an end user who participates
actively. It is therefore about consumer goods.

[Link]:[Link]
Maria is struggling to make ends meet and is considering some options.
possibilities to generate income. The first, as it has many
old furniture in your storage room, is to restore it and sell it. The second is
rent a parking space that is not often used, by days or even by
hours, since the area where he/she lives is complicated to find
parking on the street.

Which of the options do you think is the most disruptive and will lead to
Maria greater benefits?

Excellent choice. Indeed, María can.

develop a tremendously disruptive business model focused on analysis
of the needs of its environment without investment risk and with short-term benefits
term.

[Link]://[Link]/Je0ywmouCp4
A canned goods factory from Albacete has just launched a website.
for the electronic sale of its products. It is receiving numerous
 orders from different parts of the world. The product is highly
competitive in terms of value for money at a national level, but it may not be
it is so much at an international level.

Identify what variables the factory should consider for its strategy of
e-commerce is a success.

It is very important may you have in

Selling abroad can generate losses for you due to taxation.
Each country's cost is different. Likewise, the production cost varies a lot.
when it is local or international, not forgetting to analyze if your logistics systems
they are ready. Always try to allocate a small part of the final price to
assume costs for marketing actions to continue promoting your product.

[Link]:[Link]
Sunshine Fashion S.L has a large surplus of clothing from the
last winter season that has been returned by the points of sale
due to the high temperatures that were recorded. The logistics director
is considering possible options to release the surplus by generating the
least possible impact on the income statement.

Which of the following options will help you achieve your goal?
Access international markets through local distributors with a
competitive pricing will help solve the surplus problem in addition to providing
brand visibility at an international level.

[Link] for individual ad trading:

[Link]
Ángela is opening her second online store for carts and cribs.
second hand. Something that he has learned based on his experience is that
when someone buys second-hand items, the opinions of the
people who have already purchased in the store are essential.
Customer reviews provide assurance.

Choose which of these messages Ángela would use in her online store to
Your customers leave a comment.

The objective of creating this space must be

create a 'customer - customer' relationship and that the buyers and
future buyers can be assured that what they are
buying is good thanks to the opinions and comments of others
users.

8. Cobuying or group purchase:[Link]

In a town near Madrid lives a group of people who take a
bus that takes more than an hour to arrive in Madrid. They lose more than two
hours a day on commutes, which is why they have decided to buy a vehicle
among all of us to go to Madrid and thus save time and share costs. This
It would be a clear example of 'cobuying' or 'group buying'.
 Indicate which of these statements refer to 'cobuying' or
group purchase

Una de las particularities of

"Cobuying" o Group purchase
The more people participate in the purchase, the lower the price.
Furthermore, if you want to engage in 'cobuying' but don't know anyone close by
If you want to participate, you can turn to social media to find users.
who are interested in acquiring the same product as you.

[Link] and discount coupons:[Link]

Important dates are approaching and Gabriel wants to sell the maximum number of
products from your handmade candle store, for that you have decided to put in
a series of offers on their website.

Indicate which action may attract more attention from Gabriel's customers.
Also, consider which option benefits him the most.

Give the
welcome to new ones
clients with one
of your products
star it can be
an interesting option to capture their interest and get them to return
 to buy. Furthermore, the goal is to achieve customer loyalty, but not
only for the discounts offered.

[Link] (Trivago and aggregators):[Link]

Marcos has just opened a rural house in the mountains, and to make himself known,
have you thought about advertising on deal search engines like Kayak or
Trivago.

What advantages can Marcos have by advertising on these search engines?

 Exam - Module 2

Question 1

Outlets are created to sell merchandise from previous seasons.

A. It is not correct, outlet is a type of marketing strategy.

B. No es correcto, outlet significa venta electrónica de ropa.
C. Correct, outlet means exit.
D. Correct, although outlet also means goods entry.

Note: On many occasions, not all the merchandise that was intended is sold.
to sell in a specific season. Outlet means to sell that merchandise,
to clear that merchandise that has not been sold at a very price
competitive.

Question 2

Prices are set based on many variables, among others taxation,

competition, suppliers, and others.

A. No, they are only focused on raw materials.

B. No, they depend on the conditions of each day.
C. True, they are set based on a multitude of variables.
D. True, although taxation is not one of those variables.

Note: Often the prices of products sold through

e-commerce prices are different from traditional market prices because
In both cases, the factors involved are different. Prices are set at
function of a multitude of variables including taxation, competition, the
suppliers, marketing, transportation, etc.

Question 3

Craigslist does not charge for most classified ads posted between individuals.
on its platform.

A. Yes, it only charges for those that exceed a certain price of

sale.
B. No, charge for all the ads.
C. No. It is an advertising platform and therefore charges for everything.
announcements.
D. No. It only charges large companies that advertise their product.
 Note: There are many advertising platforms, but Craigslist is, without
duda, one of the most important in the U.S. Craigslist does not charge most of
the ads between individuals only charge for those that exceed a
determined selling price.

Question 4

Indicate the correct answer.

A. Cobuying consists of organized groups of grouped consumers.

through a website or social media.
B. Co-buying does not improve prices in product offers or
services.
C. Co-buying is financing significant purchases.
D. Co-buying consists of groups of consumer clusters that reside
in the same city.

Note: This practice has existed for years, although it is now that it has been ...
granted the term of Cobuying. Cobuying is about reaching an agreement to
a group of consumers, with a set closing date, to purchase
in groups a certain product or service. Nowadays, these groups of
consumers use websites and social networks to group together and
to organize oneself.

Logistics and distribution

Logistics is one of the most important activities of e-commerce.

Logistics includes the entire process, from the receipt of the merchandise,
storage, processing, classification, distribution until delivery of the
product. However, it is essential to understand the difference in the distribution of
digital products, physical products, and mixed products; and, of course, knowing what
legal, cultural or tax restrictions may affect activities of
an online business.

1. Logistics:[Link]
Andrés is a collector of wine glasses and has found a website
where they sell cups of different models. Its headquarters is in Moscow,
but they have a 'high quality' messaging service, and Andrés can go
checking where your order is at all times. In addition, there is a
24-hour chat where you can check if your order will be delayed or if it has
suffered some itinerary modification.
 Which of these two options refers to the shipping system 'high
What 'quality' does Andrés use?

The continuous contact between the company and the recipient of a package can make a difference.
difference between a satisfied or dissatisfied customer. Knowing that an order is going to arrive.
In a timely manner, it creates a bond of trust between the company and the client.

[Link]: [Link]
Marta has had an online store for two years now. So far, she has not
allowed returning the products that customers purchased, but has seen that
Not allowing returns decreases sales
considerably. Therefore, it will evaluate, both from the perspective of
positive as negative, the possibility of allowing the return of items.

Which of these options would be negative for Marta's business?

in case it allows returning the products?

As of today, the majority of the

merchants pay the shipping costs of their products. Depending on the type of
merchandise, the destination of it, etc. can be more expensive or cheaper.
When customers place an order for many items, the store can
run out of stock, preventing other customers from buying those same items
and also, on many occasions, when they are returned to the headquarters, they are not
in good condition and must be discarded.

[Link] shipping:[Link]
Julia has a clothing sales website that operates at a level
international. This website launches specialized marketing campaigns
by countries. At this moment you have to launch the marketing campaign of
clothing sales in Australia during the months of December to February.

Indicate which option would be the best for the marketing campaign.

Australia is located in the

southern hemisphere, therefore, during the months of December, January, and February the climate is
summer, so the best thing is to launch the summer clothing campaign. Keep in mind that, for
to make your online business successful internationally, you will need to adapt your website to the
different countries taking into account language, climate, taxation, and even the condition
religious of the country you are addressing.

4. International shipments:htps://[Link]/t9nQJPPi6kY
Pablo has written a novel and wants to start distributing it. He is considering what would be the
advantage of not selling it in printed form and selling it only in digital form.

What would be the biggest advantage of doing it solely in a digital form? That the distribution is more
Is it simple or what, the quality of the digital product is higher?
 Digital products are distributed easily, and to detect which is the best
forma de hacerlo, lo más interesante es estudiar a las grandes plataformas para ver qué
they are doing and being able to learn from them.

5. Distribution of physical products:htps://[Link]/VeIX6viBM-0

Silvia is conducting a market study on the purchase of clothing through the internet.
in the United States and wants to publish a tweet with a representative data point from their study.

Which of the following messages would you post if you were Silvia?

E-commerce already surpass the windowsill in

United States, and today you can find anything
product on the internet. The issue of clothing is delicate due to sizes, but people practice the
showrooming, they go to the store to try on an item but they buy it online.

6. Distribution of mixed products:htps://[Link]/muxTAedgsNU

Saratene is engaged in craftsmanship. She has noticed that the orders are slowing down a lot.
because customers have to go to the store several times until they decide on the model, the
materials and accessories of the object they want. They are considering developing their business
in the online environment creating a website and making available to its customers a
simulator for them to make their combinations.

What benefits would Sara gain by developing a web environment for sales and distribution?
about their artisan products? Select the correct options.
Mixed products are those that combine both the physical and the digital parts. They are models
flexibles that help us control production costs and facilitate customization of the
same.

7. Legal restrictions:htps://[Link]/7GXwz2o_NrY
Juantene Unatendafsica and its respective website where it sells spare parts
for bicycles that he designs himself. He is very concerned because he does not know the
legal restrictions that you must consider for your electronic business.

Help him by selecting what points he should take into account, in addition to receiving.
legal advice.

There are numerous legal restrictions in

relationship with e-commerce and these are applied based on the type of product or service
that we are marketing through the Internet. Legal advice is always advisable
specialized. The laws that apply practically to the entirety of online businesses are the
related to the protection of personal data and the use of intellectual property, or all the
relative to payment conditions or financing. The total absence of physical documents generates
insecurity in customers, therefore a downloadable electronic invoice or the delivery note
they are a good support.

8. Taxation:htps://[Link]/wSklwVkvdAY
Juan is very worried because his lawyer has told him what the
legal restrictions to consider on your spare parts sales website
bicycles. It has customers all over the world and also its parts have prices that range
from 10 euros to 1,500 euros. His lawyer is not a tax expert and does not know
what kind of taxes must be paid.

Could you indicate the correct option?

 Indeed, an e-commerce business is taxed both directly and indirectly. It is very
It is important to take into account the country of origin because that is where taxes should be paid and thus avoid
double taxation. Starting from selling prices higher than 350 euros, the payment of
taxes are much higher.

9. Local offers:htps://[Link]/oOihJsB2Wos
Marcostene is a brand of sports and beachwear. It has just started the
winter and look for options to prevent your sales from declining.

Select the options you consider most appropriate in relation to its objective.

Flexibility is a characteristic of online commerce

allows you to adjust the supply to demand and segment by making local offers that can
generate benefits for your business.

10. Agility and conflict resolution:htps://[Link]/skALRK5zq2Q

Elena visited several websites before buying her carnival costume. Once received
Your order notes that on another website the same product has a lower price.

What is the deadline you have to make the return?

Indeed! The user has 14 days to make the return starting from
moment when the online sale operation is carried out. Also remember that the maximum deadline
The delivery time is 30 days, and in case of stock exhaustion, the seller must provide options to the
client.

COMPLETE EXAM

Choose the best definition.

A. Logistics serves as the main objective to alleviate the inconveniences of the consumer in their
electronic purchases.
B. Logistics is the choice of good warehouses.
C. Logistics is investing in vehicles.
D. Logistics is to identify the best routes for the shipment of packages.

Note: In many cases, courier companies have a great responsibility since the
users make an online purchase and then it is the courier companies who transport it
product to the final user. For this, it is very important to have a good business logistics. The
Logistics is the choice of good warehouses and includes the entire process, from the receipt of the
merchandise, storage, processing, classification, distribution, and delivery of the product.
The customer must receive their product in the same condition as if they were going to a warehouse.
buy it.

Indicate the correct answer.

A. Managing a return easily is a key point to earning the trust of

client.
B. One should not explain too much how to make a return to prevent them from being made.
many returns.
C. Returns must have a high price.
D. Returns should have no time limit.

Note: Often, when we buy a product, the customer may not be sure.
with the purchase you have made or you may have found another similar product for a price
inferior, etc. To solve these situations, returns can be used. To manage a
Easy returns are a key point in gaining customer trust. Both the date,
The steps that must be followed when making a return should be clear.
Question 3

What are 'premium' digital contents?

A. Those that are paid for download.

B. Those that are downloaded first.
C. Those who occupy a prominent place in our list of favorites.
D. Those that take up less space on your hard drive.

Note: There is a large amount of digital content that adapts to different needs and
user preferences. Premium content generally incurs a charge.

Question 4

Can the abusive use of personal data have legal consequences?

A. Yes. Due to the exchange of databases.

B. No. Databases can be shared without any problem.
C. No. Once you write your data in a specific record, you lose all your
rights.
D. Yes. But normally the consequences are not serious.

Note: Presence on the web and social media can bring about a series of dangers.
different areas. It is important to be careful when exchanging databases as misuse
these can have serious legal consequences.

Social networks applied to electronic commerce

Social media, when used properly, can make a difference in our strategies.
Marketing. Social media are platforms created for users to contribute to the
contents. These contents, of interest to users, help to collect information
very valuable for each user and their circles of relationships that allow for establishing profiles to be
subsequently exploited as advertising media and as marketing tools.

1. Types of social networks:htps://[Link]/m095ObdvHmc

María's grandfather is entering the world of social media. He has been
philosophy professor at the University and wants to share his knowledge through the
networks. Needs to learn how to do it correctly.

Help him by indicating whether the following statements

they are true.
There are two main types of social networks: professional ones and those intended for leisure.
They collect content from users who subscribe by establishing profiles. This information
about profiles is used for the design of customized marketing strategies. The content can
to be of any type (text, videos, maps, photos...) and is accessible from any device. In
Every social network has rules and guidelines that prevent inappropriate content from leaking. The value
the impact generated by a content is measured, as it can enhance its dissemination.
exponential. This is known as 'virality'.

2. Twitter:htps://[Link]/6kxhf1cTNvY
Elena's grandmother is a regular viewer of some debate television programs.
You know that one way to participate in them is through Twitter and wants to learn more about it.
fast that characterizes this social network.

Check the options that are related to Twitter.

From Twitter characterizes

due to the limitation of the text shared by users that cannot exceed 280 characters.

The use of the hashtag (#) followed by the topic, adjectives, or abbreviations allows you to share.
Content regarding the subject matter. The versatility of Twitter allows it to integrate with others.
media (for example, television).

Ads on this social network, or through top profiles, work on a marketing model.
referred to as attraction (vs. direct selling or explicit marketing).

A Trending Topic is one that has been followed for a period of time.
determined by the majority of users, by its occurrence or informative character.

3. Facebook:htps://[Link]/Z-mkdn1uIWk
Currently, Facebook is one of the most important and massive social networks.
 Aside from being the social network with the most users in the world, which of these options
What characterizes this platform?

Facebook is a social network that has managed to gather a large multitude of users and in some
on occasions has even displaced other social networks that were already established in certain
sectors and countries.

The business sector also takes center stage on Facebook, as it offers companies
a large traffic of potential clients.

Facebook users are spread across all countries in the world and in each of them.
There is a data protection policy available for your consultation.

4. Linkedin:htps://[Link]/ETwcoev7tkw
Lucía has been with the same company for 10 years and believes that the time has come to change.
employment. He has decided to update his LinkedIn page to make his profile more attractive to
future companies that may be interested in hiring her.

Which of these two LinkedIn profiles do you think will help Lucia the most when looking for a job?
work?
LinkedIn is a professional network aimed at job searching. In it, users update
your profile with photo, information about professional experience, education completed, languages you
they talk, etc. in order to be able to apply for a job that companies offer. Therefore, it is
it is essential that the information provided is truthful and easy to verify.

5. Your tent on social networks:htps://[Link]/DX5lroBSQSw

Paula and Alba have recently opened an online shoe store. Their level of
sales have not been as high as they expected, so they have contacted a
e-commerce expert to provide them with possible solutions to this problem. The
the most viable solution they have advised is to create a storefront for your store in
Facebook.

Why do you think this expert has recommended them to open a showcase on Facebook?

Facebook is a great social network in which

millions of users participate. This tool has given the opportunity for some
Businesses open an electronic showcase with their products to facilitate and simplify the process.
for sales in addition to opening up to a larger audience.

Facebook provides these companies with the opportunity to manage sociodemographic data of its users.
to be able to create personalized offers based on their tastes, preferences, birthdays, etc.

6. Opinion networks:htps://[Link]/kr7ES_I8mJg
You had a fast-food restaurant. Until recently, you could only order the
food by phone, but now she has created her own app to place orders
address. For Tomás, customer feedback is very important, and for that reason he has
created a space within your application where the customer can rate their food and the
service quality.

Of these three customer reviews, which one do you think can be the most helpful to
Tomás continues to improve his business and the quality of his service?
 Opinion networks they are spaces to leave
comments related to a service performed by a company. Both the
Positive comments, like negative comments, are important for improvement.
service and to ensure that customers are satisfied. Furthermore, the more complete they are
these comments, specifically indicating what was liked and what was not
No, it will be much more beneficial for the business.

7. Social media marketing:htps://[Link]/t6n_ExUqc0s

Maríatene is a coworking space for companies in the heart of Madrid.
thinking about advertising your space on social media.

Which of these options should María consider when advertising her

space?

8.
Viralization:

htps://[Link]/r1iCOcbzBVA
Mónica and Marta created a voice assistance device several years ago that did not have
success. A few years later, another large company launched a similar product on the market.
designed by Mónica and Marta that, however, has been very successful. The product of
Mónica and Marta did not become known outside of their family and friends circle.
the product was missing some technical improvements that the second one has managed to solve
product.
 Indicate which of these issues may be the cause of Mónica's product and
Marta has not yielded the same results as the other.

Social networks they can help with the virality

to promote your product. What they help the most is in shortening deadlines and in
expand the scope. That is, thanks to social networks, your product will be more known
in a shorter period of time and will also be able to reach more users.

The most important thing about products is their quality. The quality of the product will benefit its
own advertising and, therefore, to consumption by users.
9. Image social networks: Instagram:htps://[Link]/dkYJUrOGNEM
Julián has a restaurant where you can order dishes for delivery through its
web page. They have decided to start advertising it through an image social network,
I have doubts about what kind of images to put. I consider two options: upload photos of
the restaurant dishes or upload family photos of their day to day.

What option would you recommend to Julián?

Image social networks are outlets for the public to know your
product. If a person sees a photo of something they like and it catches their attention, it is easier for them to
I searched your website to buy your product.

10. Gamification in social networks: WAZE, Foursquare:htps://[Link]/fBCfJzXUcI8

Lucía teaches online mathematics classes to small groups. Her friend Miriam has told her
about a concept that she did not know: gamification. And he has mentioned that it could be
a technique to get your students to participate more actively in your classes.

Which of the following words do you think could help Lucía understand in what
What does gamification consist of?

The gamification
they are routines and game dynamics in applications. They are a way to generate income without
not directly related to totally financial or promotional aspects
directly, but solely based on the games in which the users go
earning points for performing different actions.

Exam
Question 1
Indicate the correct answer.

A. Social currency explains why some content is shared.

on social media and others not.
B. The social currency is used to pay for purchases on social networks.
C. The social currency is a concept that does not exist.
The concept of social currency was coined at the University of Oxford.

Note: Social currency is a concept that was coined at the University of

Harvard. What this term explains is why some content is shared in the
social networks and others do not. This social currency is based on the assertion that the
users are more likely to share those contents that give them importance and
social relevance. It would be like having access to privileged information that others do not.
they can access and this confers upon them a higher social status.

Question 2

Indicate the correct answer.

A. Facebook is the most popular of all social networks.

 B. Facebook is only popular in Asia.
C. Facebook is the social network for people over 40 years old.
D. Facebook is the global professional social network.

Note: Facebook is one of the most popular social networks and is known and used for
worldwide by users of any age, managing to dethrone other networks
consolidated social

Question 3

Social media can facilitate the sharing of a specific product offer.

distribute for free among contact groups with or without affinity between them.

A. Correct. It's very easy and intuitive to share content on social media.
B. No. Social networks do not allow sharing content.
C. No. Social media block the dissemination if the content being shared is
related to an offer or a product.
D. Correct. Publishing an offer on any social network will guarantee success.

Note: On many occasions, companies and individuals publish on social networks their
products as they can help a particular offer spread in a way
faster, for free and among groups of contacts with or without affinity between them. To carry out
these posts are easy and are done intuitively.

Question 4
TripAdvisor is a review network mainly focused on sharing experiences.
in hotels and restaurants.
A. No, on TripAdvisor they talk about travel agencies.
B. Yes, it is the most popular social network in hospitality worldwide.
C. TripAdvisor is a travel photo and video network.
D. No, TripAdvisor only does restaurant reviews.

Note: It is important to make a distinction between social networks and opinion networks.
Thanks to a greater increase in user participation on the web, it is possible to
to access a greater number of opinions and comments about places, museums,
restaurants and a long etcetera. TripAdvisor is an opinion network focused on
mainly sharing experiences in hotels and restaurants.

Mobile commerce

Taking e-commerce on mobile devices seriously can be the

the difference between success and failure of an online business. One must know what new
variables come into play and how navigation and usability are completely
different from that of a computer.
 The three differences:htps://[Link]/QakhCSoWmWE
Rubéntene is a website for selling sports items. Recently, their prices have gone down.
sales, and after conducting a study, it has been realized that it is because the
The contents of your website are not adapted to mobile devices.

He has decided to adapt them, but he doesn't really know where to start. Can you guide him?
what are the differences that should exist between traditional e-commerce
and e-commerce on electronic devices?

The three differences that you have to keep in mind

account in commerce mobile electronic

son

Usability, which allows for more intuitive navigation and simplifies any action that a
user performed on a mobile device.

The location, which allows knowing where a user is in real time.

The way a user connects to the internet on a mobile device. On the devices
Mobile phones are done through applications and not through the web.

2. Mobilization of business models:htps://[Link]/8EkW20MxvMc

Silvia knows that one of the premises for her e-commerce strategy to succeed is
to get to know in detail the new business mechanics that put the customer at the
Center and take into account their needs.

From the options presented identifies the one that is

adjust this premise.
The mobilization of business models is generating significant changes. Purchases that
Traditionally, they have been considered compromise but become impulsive because they have in
count the possible needs of the client at a given moment. In addition, convert the
user experience is memorable.

3. Types of monetization (premium, in-app…): htps://[Link]/oPq50k3UEoU

Javier has developed an educational application that presents challenges to students.
about technology. He thought that the initial download should be free and that,
as they progress, pay to acquire tools or components that may be useful to them
goals for the following challenges at the different levels of the application.

What level of monetization does the model proposed by Javier address?

The in-app model purchase offer the

free initial download but is funded through the sale of related content. It is necessary to
Keep in mind that, both in a premium model of pay-per-download/update or in a
In-app purchase model, online stores charge commissions on the final price for what it is.
important to consider them to not lose the profit margin.

4. Content:ht[Link]
Jesus wants to book a trip through his mobile. He has doubts about which would be the best.
the most comprehensive option considering the quality-price ratio.

What can Jesus do to make the best decision?

The vast majority of the consumers grant more
value to opinions generated by other users
than those of an expert or even those of the seller himself. The advice and recommendations of
those who have previously used the product or service determine, in many
cases in which a purchase takes place.

5. Trips:htps://[Link]/tYqaJ4AP4Sk
Mario and Jaime are going to travel around the world. Help them identify what tools
they will help you save money and improve your experience from your mobile phone. Select them.
in the following list.

There are more and more tools

available on our mobile phones that help us save time and money in
our trips. Knowing in advance the experience lived by other users about our destination, the
weather conditions, the distance between two points on our route, or the occurrence of
The public will help us plan and optimize resources when we travel.

6. Usability on mobile:htps://[Link]/ydp6FQc7rr0
"Cangaroo" is a company that offers babysitting services at home. The area of
development is analyzing the usability of their mobile application and they need to know what
aspects would not impact said application.

Select the actions that would have no impact.

Mobile usability is based on simplicity. The easier it is to access content, the greater...
interaction. Voice and image recognition optimize the user experience.

7. Mobile marketing:htps://[Link]/HemDb4Gg-l0
Amaya is studying to start her online activities business.
multi-adventure in rural environments. Live in the northern mountains of Madrid and it is there where
wants to start focusing its activity. Its goal for 2019 is to expand its
business to the entire Community and needs to analyze online marketing tools
that can help you achieve it.

Help Amaya by selecting them from the following list.

Indeed, the three types of mobile marketing tools are mobile advertising, the
messaging and searches. Mobile advertising works through banners, full screens
video resources that rarely compete with other advertisers. Messaging, and specifically the
push notifications (rich SMS format with images) is a very effective resource but
Dear. Finally, we found the searches, whether through search engines like detendas of
applications, which in addition to addressing information, also address the results, for
What usually happens is that very little time passes from when the search is carried out until it is formalized.
purchase.

8. Apps vs Webapps:htps://[Link]/b2Y8j1idNkE
Paulatene a web application for dog food delivery but it is
considering changing it to a "native app" format but not
do you know what advantages it will bring you.
 Select the main characteristics of a native application.

Although the future is oriented towards creating hybrid applications and currently the e- models
commerce can develop in either of the two formats, 'webapp' and 'native app', the
they integrate better with the rest of the mobile applications, accelerometer, compass, GPS, etc., are
the natives. Also, in this app state, monetization or charging per download is much more
efficient.

9. Augmented reality:htps://[Link]/f8gMgsfv40
A group of neighbors from southern Spain wants to make their village known. Until now
only old images of him appeared on the Internet, so they have decided to open a
web page.

Which of these three websites do you think will help this town the most to become
famous?

Use augmented reality on your website

can help you greatly to the extent that

considerably increase user traffic.

Break down the physical barriers and allow the user to move to the desired location without having to
Moving house is one of the many features that augmented reality has.

10. The superconsumer:htps://[Link]/3h9atYElZVc

Daniel has been a coffee enthusiast for a long time. For the last 10 years
has consumed the same brand, but has discovered that the manufacturing processes
the coffee that is consumed violates human rights. So it has decided to change
mark and, to be sure that what you consume meets the standards of 'trade
Just

Which of these two options I would give Daniel more information.

about the product that is going to consume?
The superconsumer is a user who is especially sensitized to the products they are going to
consume. You need to be well informed about the characteristics of each one and their origin, and it leads to
I make comparisons between the companies that market it.

In addition, they place great importance on the evaluations of other customers and let themselves be guided by their feelings to

choose a product without risks.

Exam

Question 1

The three differences between the mobile and the computer are: navigation without keyboard and without mouse,
navigation through native applications and geolocation.

A. That's right, those are the three main differences.

B. No, the size of the screens is missing.
C. No, mobiles are for talking and not for browsing.
D. Yes, but the quality of the screen resolution would have to be added.

Note: In recent years, access to the Internet from different devices has increased.
considerably. Computers and mobile devices are the most important tools.
used to access the web and browse it but have three major differences. The
navigation mode on the computer uses the mouse or the keyboard, and on other devices
it is mainly used the finger. Geolocation also makes a difference between a
device and another and, finally, on mobile devices access to navigation is done through
of native applications, not only through the web, which is how to access computers.

Question 2

Users are more likely to pay for digital content on their mobile devices than
on their personal computers.

A. That's right, even when downloads were made via Premium SMS.
B. No, they prefer to pay through their computers.
C. They don't care when it comes to payments with their credit cards.
D. Correcto, ya que los dispositvos móviles son mucho más seguros que los ordenadores.

Note: Users are increasingly using mobile devices to access the web.
different reasons. Mobile devices can offer more download possibilities and
applications and for that reason, perhaps users feel more comfortable paying for content
digital on their mobile devices and do it less on their computers. But even still,
when downloads were made via SMS, users preferred it to computers.
Question 3

Augmented reality consists of multimedia content with all kinds of uses and purposes.
only visible and usable on mobile device screens.

A. Yes, applications like SkyBubb or Blippar provide content that cannot be

visualize if it is not on mobile device screens.
B. Smart glasses like Google Glass are needed for this to happen.
C. Augmented reality does not exist, and as such it cannot be visualized.
D. Yes, in addition, these devices must have the Android operating system.

Nota: Las empresas y comerciantes han visto la necesidad de incorporar nuevas formas de
promote their products and augmented reality is one of the tools that can help them
help to modify this process. Applications like Skybubb or Blippar provide
contents for future products or existing products that can only be viewed in
the screens of mobile devices.

Question 4

Mobilizing business models involves facing disruptive processes, in most cases.

A. That's right, they can even transform high-engagement products and services in the process.
of decision, in low commitment products and services, complementary or
incremental.
B. It depends on how the electronic payment is made.
C. That statement is going too far, it can cause changes but not disruptions.
D. Correct, all changes will have immediate positive results.

Note: The emergence of new mobile devices that allow access to the web has
introduced major changes in the purchasing processes that have been used until the
moment. The mobilization of business models can transform products and services
that require a high commitment in the decision-making process, in products and services that
they require a low commitment and are complementary or incremental.

Digital advertising

To achieve the sales objectives and optimize the invested budget of our
E-commerce is important to know the different tools of digital advertising.
what can we use to achieve the maximum possible return.

1. Email marketing:htps://[Link]/rTP2FAcoXtA
 Most Internet users have an email address, whether for issues
work-related, personal, or leisure. One of the uses of email is email
marketing, a technique used by companies to send advertising and promotions of their
products through e-mail.

Indicate which of these statements is correct regarding email marketing.

While it is true that the effectiveness of emails has decreased, very few are
users who do not have an email account. Spam continues to flood the emails
electronics since many of the users who send these emails change the subject of
message in order to pass the email managers' filters.

Databases must be reliable and verifiable databases.

The offers that are sent must be timely and interesting, as if they become a
continuous sending of messages, the recipient may get tired of receiving them and may send that email
to the spam folder and thus we would have lost potential customers for our product.

2. Display Banners:htps://[Link]/qmrRl8yzJQ0
Advertising ads on web pages are increasingly present. There are two
advertising format models: integrated and floating.

Which of the following formats does not belong to the floats?

The integrated formats are part of the text on the web page. The banners or skyscrapers are
two of the most well-known.

Affiliation:htps://[Link]/ZjQ_ſta76xs
Iván has a blog about vegetarian recipes. He has heard about the term
affiliate marketing and has thought it could be a good way to make some money
extra for each link that appears on your website advertising food suppliers
vegetarian.

Indicate which of these options would refer to good affiliate marketing.

Affiliate marketing involves the promotion of products from others

companies or people in exchange for a commission for each sale of said
product. Affiliate marketing is a good alternative in e-commerce, as producers
They can have sales channels not only through a salesperson but through several.

The essential thing when promoting a product is to have the topics well defined, since not
In all cases, any product can be sold on any platform.

4. Adsense:htps://[Link]/rRf0FgDrKRM
Google has many applications and services that make it the king of advertising.
digital. Among the many services that Google has, we will highlight Google AdSense. Google
AdSense quiere poner su tecnología al alcance de miles de pequeños sitos web.

Knowing what Google AdSense intends and its characteristics, what are the two ways
to put this technology at the service of small websites?
The application or property of
Google AdSense he intends to put his
technology to thousands of service
websites. For this will create spaces of
Google on other websites to create more user traffic.

The two possible options are: through ads related to the website and through
content search technology on the web.

5. Cookies Retargeting;htps://[Link]/Ztad6tqmAwk
Susana is researching to create her own website for selling skateboards, and today she has
I read an article about a topic I didn't know: what cookies are and how they work.
They are related to marketing. But Susana is still not very clear about it.
What does retargeting consist of.

Could you organize the following sentences to explain it?

Cookies are files what you

they recognize and establish your digital footprint.
Your digital footprint is information stored about the websites you have visited, about
the information you have searched for in a search engine, etc. The retargeting process consists of getting back to
to offer you information, usually commercial, related to your tastes or interests, in order to
to guide you towards the purchase of both a specific product and other related ones. That is,
you make a search, the cookies collect information and, after a few days, you receive information
related to your search.
 6. DSP and RTB:htps://[Link]/NmsFRGb1BbA
Damián is considering buying advertising space on a website to promote his
perfume shop and has heard about DSP and RTB platforms. Wants to know what they have in common.
common and how they differ from traditional platforms.

Could you indicate what words are related to them and differentiate them from the others?
traditional?

These platforms they sell space

advertiser by payment systems
variables. Modify the information in
real time, are based on in the effectiveness and
they transform the advertising space disruptively. Their goal is to achieve great
conversions. In the case of e-commerce, they can be a wonderful ally.

7. Media Planning:htps://[Link]/ADSIaOLzXC0
Felipe has started working at a media planning company in the area of
management and financing. Just defined with your manager what tasks you have to
to carry out.

Eliminate from the following list the tasks you do not have to perform in this area.

Media planning it consists of selecting the

ideal spaces for us to invest our advertising budget and achieve the
best results. Media planning companies are structured into four areas:
research, selection and planning, analysis and management and financing.

The management and financing area does not review the suitability of the spaces nor does it set guidelines for
execute other departments. It is responsible for negotiating terms and obtaining discounts.
It also analyzes whether the investments have been well awarded to the media or if they are not.
producing good results for advertisers.

8. On and OFF:htps://[Link]/FKCL-bEs_YM
Antoniotene is a boat rental company with a captain. This year it wants to innovate and
carry out mixed digital advertising actions 'on' and 'off'.

Which of the following options apply to this

advertising model?

The integration
from the
digital advertising both of offline (analog) and online (digital) media in e-commerce is
a reality. Synchronizing communication channels by expanding content and avoiding an impact
unique is one of its main advantages.

9. Online video advertising;htps://[Link]/uJWU920WWNU

Vicentetene needs to prepare an 'elevator pitch' because he is going to have a meeting with a
important investor, with the aim of participating in its video production company. It has to
to convey the benefits of this resource in a few words.

Select, from the following proposals, those that make the video a resource.
attractive.
Video is the preferred format by users, especially among the younger ones. It allows
Flexibility is a resource on demand; it is accessible whenever and wherever one wants. It is susceptible to
reach millions of audiences through dissemination among users via applications of
messaging and social networks. Their use is spreading to explain products or services
complexes (industrial, financial, etc.) helping in their sale.

10. The most common mistakes in e-commerce: htps://[Link]/OAsN5AaStIw

Ana and Marta have a herbal shop in the neighborhood. They have just opened a website.
information and online sales of their products, but it is not working. It is known that the
traditional selling has nothing to do with online selling.

Select what corresponds to the online sales model and therefore will help to
Marta and Ana to achieve their goals.

E-commerce is characterized by advertise constantly,

it is open 24 hours every day of the year. Works
scalable advertising models and sustainable based on improvement
continue based on the feedback that receives from customers. Analyzes
preferences, habits, historicals etc... always seeking the best
possible user experience.

Exam

Question 1

URL means...

A. ... Unify Located Resources.

B. ... Later, it is used to plan advertising.
C. ... Unique Resource Locator which can be translated as unique web address.
D. ... Unifying Logistical Resources.

Note: In recent years, the sending of advertising via email has increased.
considerably. This increase has caused many users to become tired of reading
promotions in their email inboxes and tend to not open them. It is
It is important that the emails sent have a URL, or Unique Resource Locator, that
redirect your website so that users can go there to expand the
contents.

Question 2

Indicate the correct answer.

 A. Google only owns its search engine.
B. Google only owns its search engine and the YouTube platform.
C. Google shares revenue with websites and blogs that are part of the Adsense program.
D. Adsense is an audio content technology.

Note: Google holds great importance in the world of the web and in the audiovisual world.
but also, it has platforms like YouTube or its own search engine and has designed the
Adsense technology, which is the technology put at the service of small sites so that they can
advertise ads. Thus, Google shares income with websites and blogs participating in this program
Adsense.

Question 3

Indicate the correct answer.

A. Affiliate networks could be compared to a hybrid between a notary and a network of

franchises.
B. Affiliate networks are networks of many users.
C. Affiliate networks are networks with few users that do not have a specific theme.
The first to discover the potential of affiliate networks was Zappos.

Note: The affiliation is based on thousands of websites with very low traffic that cannot enter the...
areas of conventional advertising, but if they come together by specific themes, they can
meaning a large mass of consumers. A good analogy could be that affiliate networks
they are like a hybrid between a notary and a franchise network. These affiliate programs
They operate based on results.

Question 4

The digital video can...

A. ... limitar los contenidos.

B. ... have great educational potential.
C. ... limit the audience it targets.
D. ... limit the viralization of the content.

Note: Advances in technology and the increased use of devices have shown that the
videos are the favorite content viewing format for users. The
Videos show content unlimitedly and are designed for different types of
public. Digital video can be used in different fields, but its great
didactic potential.

The Google search engine

In countries like Spain, more than 90% of searches are made from Google. Therefore, if
we have an e-commerce in Spain to know this search engine to improve conversions
and sales are fundamental.

1. How Google works:htps://[Link]/dYhayd0uubU

Xiao has just arrived in Spain and has asked his coworker what it is like.
search engine that you normally use.

Identify its characteristics, knowing that your partner usually uses Google.

Google is one of the most searchers

used. It works through robots or spiders (Googlebot). It is focused on offering the user
an agile experience and for this it has more than 100 billion indexed web pages in
continue updating.

2. Auctions:htps://[Link]/3AsliBoRsow
Rafatene is a renovation company and wants to advertise it on Google so that the search engine
show your ad when certain keywords are entered.

Identify the position in which Rafa's ad will appear.

Indeed! That is where the ads that are made through SEM campaigns appear.
The operation is that of an auction where bidding is done on a keyword. Usually, 3 to 5 are shown.
links. It should be noted that if our product or service is seasonal, the cost
will increase or decrease depending on it.

3. SEM:htps://[Link]/dhOwRCHo6Po
 Ana needs help to develop her SEM (Search Engine Marketing) strategy. She has
a list of standard keywords and has decided to invest resources to improve its
strategy. Fortunately, he has sought advice from Marco who has indicated different
techniques and strategies to consider for making your investment in the most optimal way.

Indicate what instructions Marco may have given to Ana for her investment.
in advertising be profitable.

In any SEM strategy, creativity tends to be synonymous with success. The texts, the expressions
And descriptions must be attractive as well as updated regularly. We can start from
a list of words and, through data analytics, see if our investment is the right one
identifying which are more effective obtain a higher conversion rate.

4. SEO:htps://[Link]/1gT1-t7Xr_Q
Joaquín wants to change his website for selling customized sports shoes.
there is a lot of competition in this sector and aims, with this new update, to optimize its
position (currently does not go past page 7 in any search engine). It is analyzing the
criteria that Google takes into account, in order to improve its position in the ranking of
this search engine.

Select them from the following options.

The popularity of your website is measured by considering the number of other websites that...
they point to your address, making it prominent.

Identficar palabras clave en las imágenes y en las propiedades de los archivos es una de las
most valued characteristics by the Google searcher. Remember that if you have a page
web with updated content of more than 1500 characters, accompanied by advertising texts
and good writing will place you in the top ten of the list.

If you also use Google's authoring system, success will be more likely.

5. SEO Tools:htps://[Link]/FR_4C1QUxpY
Carlotatene a webpage that until a few months ago had a functioning.
optimal, but for some reason the applications on their website are slowed down. It has
decided to use an SEO tool to create a detailed and complete report of the
situation in the shortest possible time, that is free and that allows him to know what
These are the possible solutions to the problems I identified.

Which of the following SEO tools would fit Carlota's needs?

There are a multitude of tools

SEO to carry out an analysis of the current situation of a website, but not all carry it out.
the same processes do not use the same time period.

Website Grader, SEO Site Checkup, and Woorank conduct an analysis and a subsequent report,
showing what is failing and what should be done immediately.

6. Hummingbird, the new algorithm:htps://[Link]/77E9hurQPRs

Google wants to adapt more and more to the new generation of the Internet. Therefore, it has
changed its search algorithm, called Google Hummingbird.
 What does this new algorithm imply? Remove from the following statements those that are not.
correct.

Google has created this algorithm to simplify as much as possible

the searches that users carry out in their search engine, adapting to the new generation of
Internet. Colibri adapts to human language when conducting a search, and allows
add image and geolocation elements.

Exam

Question 1

The changes to algorithms in the Google search engine...

They are perceived by users.

...they want to help understand the language of machines better.
C. ...they want to help understand human language better to facilitate searches.

Note: Google wants to adapt to the new ways of communication that users have.
on the network, which is why it has developed algorithms such as, for example, 'Colibri'. These algorithms
they have the main objective of helping search engines and computers understand better the
human language to facilitate searches.

Question 2

Doing SEO marketing involves...

A. ... commit to a continuous improvement process.

 B. ... an endless expense.
C. ... a loss of time.
D. ... place many ads on the web pages.

Note: SEO is the acronym that refers to Searching Engine Optimization and it is the
will mark the positioning of web pages in search engines. Do SEO marketing for
It involves committing to a continuous process of improvement to achieve more and more.
more and better results in search engines and thus achieve that our company
appear in the top positions of a search engine.

Question 3

SEOQuake is one of the most popular SEO plugins, it has achieved more than 2,000,000
downloads that support its massive use.

A. That's right, its use is very widespread.

It is quite well known.
C. It has just hit the market and its usefulness is very limited.
D. It is the biggest competitor of SEO Toolbar.

Note: SEOQuake is an application that, when downloaded, integrates with browsers and
start to give you analysis data so that your website has
a better positioning. SEOQuake is one of the most popular SEO plugins and is backed by two
millions of downloads.

Question 4

Spiders and robots search and store content for...

... for the user to play with them.

B. ... to enable these websites to be found by users.
C. ... generate more Big Data.
D. ... discard the irrelevant information.

Note: One of the greatest and best qualities that Google offers is its ease of use. For
to offer a simple system, Google integrates its spiders and robots into
search and store content. These components help users find the
information they are searching for on the Internet since there are a large number of websites and
of information and it can sometimes be overwhelming to find what we need.

Other search engines

 Master other search tools besides Google and include them in the strategy of
Marketing for our e-business can give us a competitive advantage over
our competitors.

Twitter search:htps://[Link]/NGXSodsuDxY
Twitter is a microblogging platform that has stood out, among other things, for
use a different language to establish communication.

Which of these statements refer to the characteristics of language that are

use on Twitter?

Twitter is a platform of
relatively modern microblogging that uses its own language and communication codes.
Su buscador es muy efectvo y, gracias a su gran histórico de almacenaje, el usuario puede seguir
the "thread of the conversation" that interests them at that moment.

2. LinkedIn Search:htps://[Link]/eXR1mUexxmU
LinkedIn is a great professional network whose volume and participation have increased.
considerably in recent years.

Select from the next list the

statements that they are not correct
LinkedIn is not just a page to look for jobs. Having your company on LinkedIn can
open the doors to finding suppliers and investors interested in your product or service,
giving the option to perform specific searches.

3. Facebook Search:htps://[Link]/zCZTkSXWIh0
Leire collaborates with a clothing collection foundation for homeless people. She has
thinking of opening a page for this foundation on Facebook to get more clothes for
these people.

What could be the advantages of creating a space on Facebook to advertise?

clothing collection campaign that Leire is collaborating on?

Facebook is one of the social networks with more

users, and also a of the networks in which more
time spent by these users, either to inform themselves about current events, to inform themselves about the
activity of their contacts or to see entertainment content. Therefore, advertising a
The campaign can become positive for its impact and for more people to know about it.
they can participate in it.

It is also positive because you can find out if more campaigns of the same kind are being carried out.
This allows us to consider the possibility of joining efforts and resources so that the result is greater.
positive.

4. Adwords:htps://[Link]/_MR0w5GtsT8
New technologies are breaking down barriers between humans and devices.
mobile devices. A clear example can be seen with Apple's Siri or Google's Alexia. This
 A new way of interaction with devices is becoming more present every day, but it is true
that human language is complex, which is why large companies are creating
increasingly advanced systems so that machines and mobile devices can
understand human language.

Which of the following options are the biggest challenges faced by these
companies?

People are normalizing the

communication with the machines and head towards them
as if they were talking with another person,
what can provoke a problem of understanding
since human language is very complex. For example, there can be issues with the
synonyms and with the words that have double meanings. Another of the major problems is the
ironic comments, since in a conversation between humans, thanks to the context, they can
entender estas ironías, pero si trasladamos la conversación a un robot o a un dispositvo móvil,
You may not understand the real meaning of that comment.

5. ASO:htps://[Link]/_OHIa_EPTwY
Germán has developed a mobile application and wants to position it in the stores of
download of applications for mobile devices. You have heard of ASO techniques.

Could you indicate in which

consistent?

The techniques for positioning applications in the “store” consist of optimizing the design and
the definition of such applications so that they appear among the first on the list when a
the person makes a search in a 'store'. Previously, the 'stores' were based solely on
the number of downloads, but over time they have realized that this criterion is insufficient
They must also be based on different ones. ASO techniques consist of taking care of the
descripción de tu aplicación, e incluir en la misma las palabras clave relacionadas con tu aplicación.

6. Big data applied to e-commerce: htps://[Link]/dy7r8W8F8hQ

Cristnatene an online dating website with a large amount of data, but wants
knowing how to leverage that data and thus make it more profitable. To do this, it is
learning what big data is and how it can relate to business
electronic.

Indicate which of the following options related to big data is correct.

Big data consists of to manage a great

amount of data in order to obtain
information. Thanks to big data, the
E-commerce can improve its processes to make increasingly profitable choices.
When handling data of our users, we must take into account that it is likely that we can
become intrusive, so care must be taken when managing this immense
amount of data.

7. Searches from mobile:htps://[Link]/cf_2xNkKRbs

Searches from a computer and from a mobile device are different in some ways.
sentences. For example, if you want to find a restaurant near your location because
you are on the street and want to eat immediately, you don't use in the same way the
 resources that your phone provides you at that moment as if you were at home with your
computer planning a dinner with your family.

Select from the following list the searches that do not normally correspond to
searches on mobile devices.

Mobile devices are increasingly used to browse the Internet. The search for
Information on the network is done differently from a computer than from a device.
mobile. This last one has certain advantages like voice search or proximity search,
thanks to geolocation devices. In addition, normally, searches through the
Mobile phones are usually for meeting immediate needs.

Exam

Question 1

Twitter has its own search engine and its own expressions codes widely known by
the users.

A. Users do not know the codes or expressions specific to Twitter.

B. Users are familiar with searches on Twitter.
C. The search engine that Twitter uses is Google.
D. Yes, also all users must speak English on the platform.

Note: Users who use Twitter are familiar and accustomed to using a
vocabulary and some specific codes of this platform, such as 'hashtags' or
mentions of other accounts or users by using the @.

Question 2

Searches on LinkedIn use predictive writing focused on each person's network of contacts.
one of the users.

A. That's right, try to guess what we want to search for before we have completed it.
 B. There are no searches on LinkedIn as they are not necessary.
C. No one used the search feature on LinkedIn, which is why they decided to remove it.
D. Moreover, the language used is very similar to that of Twitter.

Note: There are different platforms like Facebook, Twitter, Google, that incorporate their
own search engines and those that use different languages and search procedures.
LinkedIn, for example, uses predictive writing focused on each person's network of contacts.
user, trying to guess what we want to search for before we have completed it.

Question 3

To achieve improvements in search rankings after Google searches, we must have

it accounts for the semantic understanding of queries and responses.

A. The prevailing trend is oriented towards semantic understanding.

B. Semantics is a human thing and not a robot thing.
C. Semantics is the form of communication of humans with primates.
D. Computers will always have their own language that will, in turn, be very different from
humans.

Note: In recent years, the mode of communication between humans and machines has been
seeing disturbed. It is important to mention that semantics is a thing of human language
but which can also be transferred to machines and robots, thus, the prevailing trend
that machines understand and comprehend human semantics to improve the
positioning of searches on Google.

Question 4

Users report that, among the ways to discover and download new applications, the
the first is to browse, search, read the rankings, and read the comments in the store itself.
applications.

A. Although there are specific programs for App Discovery such as The App Date or YouAppi,
Users continue to discover applications in the stores.
B. Users do not download applications in the stores.
C. Application stores are only for buying applications.
D. Users do not rely too much on the opinions of other users.

Note: Users are increasingly using mobile devices for the

download and use of applications. There are complete programs for Apps Discovery like The
App Date or YouAppi, where users can discover new applications that are released to
market and where they can see the comments and ratings of other users who have already
downloaded.

Total course exam

Question 1

Mobile phones can help increase the number of customers at a service.

uniting promotions and geographical location.

A No

B Yes

Question 2

SEO tools allow us to monitor the evolution of all our actions to

to be able to improve them

A No

B Yes

Question 3

LinkedIn: the professional social network is used for B2B sales, especially in international markets.
It accepts product and service vouchers.

Yes

B No

Question 4

In Spain, the Granadan tailor Bere Casillas has managed to succeed on social media by explaining
how to iron a shirt or how to make a windsor knot.

Yes

B No

Question 5

ASO is the optimization in application stores

A No

B Yes

Question 6
RT stands for retweet, this is the re-sharing of a tweet on our profile for others to read.
our followers.

Yes

B No

Question 7

Spain is the country in Europe with the highest percentage of smartphone users.

Yes

B No

Question 8

More than half of Spaniards state that they would be more loyal to a brand if it communicated
with them through their mobiles.

Yes

B No

Question 9

Half of Spaniards consider it very important that restaurants provide information.

on their mobiles.

A No

B yes

Question 10

Cinema and television create trends that substantially affect retail sales.
electronic.

Yes

B No

Question 11

Kiala consists of a network of pickup points that alternately act as collection points.
and delivery of e-commerce order packages.

Yes
B No

Question 12

Travel e-commerce websites are much more well-known than agency websites.
of traditional trips, in 72% of cases.

Yes

B No

Question 13

The delivery of the packages contributes to improving the shopping experience.

electronics.

Yes

B No

Question 14

In e-commerce usability studies (for example, about the travel sector), they
They propose different tests to the participating users.

Yes

B No

Question 15

In SEM, among other factors, the one that pays the most achieves the best position as it is a method.
of auctions

A No

B Yes

Question 16

SEO includes all actions that are not paid and seek to optimize the position of a website.
in the search engines

Yes

B No
Question 17

Big data is the process of massive data storage, which includes the
digital footprints of internet users

Yes

B No

Question 18

Twitter is a microblogging platform

A No

B Yes

Question 19

A large group of high-quality followers can be a means of spreading news.

and promotions related to the activity of the company.

Yes

B No

Question 20

Twitter is a useless social network for business as it focuses on personal relationships.

only.

A No

B Yes