CH.10-
___ involves using communities of interested consumers to gather input and feedback for marketing purposes.
"Crowdsourcing"
Characteristics of E-Marketing: -Digital marketing is distinct from traditional marketing channels in five key ways. they are ...?
1) addressability 2) interactivity 3) accessibility 4) connectivity 5) control
Characteristics of E-Marketing: ___ is the ability to obtain digital information. It allows consumers to find information about competing products, prices, and reviews and become more informed about a firm and the relative value of its products.
Accessibility
___ are web-based journals through which authors can editorialize and interact with other Internet users.
Blogs (web-logs)
___ of Forrester Research developed a classification system to help marketers understand what kind of technology users their target markets are.
Charlene Li and Josh Bernoff
Characteristics of E-Marketing: ___ keeps customers and businesses connected with each other.
Connectivity
___ is important to marketers; online forums can be a good place to gather consumer feedback.
Consumer feedback
Characteristics of E-Marketing: ___ refers to consumers' ability to regulate the information they receive via the Internet.
Control
___ uses digital media to develop communications and exchanges with customers
Digital marketing
___ are electronic media that function using digital codes
Digital media
___ can be great resources for conducting market research, gathering information about consumers, and asking customers about their preferences.
Digital media
___ help to level the playing field between large and small companies, as both have access to the same sites and the same information.
Digital media
1) The Internet is a new distribution channel that helps businesses increase efficiency. 2) Processing orders electronically reduces inefficiencies, costs, and redundancies while increasing speed. 3) Shipping times and costs are an important element in attracting customers. 4) Walmart and other retailers now offer "site to store" services that allow customers to eliminate paying for shipping and pick up orders in the nearest store. 5. Distribution involves a push-pull dynamic, with companies pushing to get products to consumers and channel members pulling to find one another.
Distribution Considerations
1) Basic Internet literacy is rising all over the world, making it a good way to reach global consumers. 2) Most businesses now find it necessary to use digital marketing to grab and maintain market share. 3) Digital media can help businesses streamline their organizations and offer new benefits and convenience to consumers.
E-Marketing Strategy
___ refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.
Electronic marketing, or e-marketing
Characteristics of E-Marketing: ___ allows customers to express their needs and wants directly to the firm in response to its communications, in contrast to the one-way communications of traditional marketing media.
Interactivity
The ___ allows marketers to communicate with consumers, reach new markets, and target markets more precisely. (this is important for e-marketing)
Internet
1) Price is the most flexible element of the marketing mix. 2) Digital marketing can enhance products' value by providing extra benefits like service, information, and convenience. 3) Discounts and promotions can be quickly communicated using digital media. 4) Deal websites allow consumers to compare prices of products and find the best deals.
Pricing Considerations
1) Connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits. 2) Some companies use advertising campaigns and contests to develop better products; some products are only available via digital media. 3) The Internet can make it easier to anticipate consumer needs—but competition makes quality products and service offerings more important than ever.
Product Considerations
1) Promotion is one of the best applications for digital media 2) Consumer consumption patterns are changing and marketers must adapt. 3) Most traditional promotions can be enhanced by using digital media.
Promotion Considerations
___ can be a means for firms to gather free insights from consumers on how to improve products and services.
Social networking and the Internet
___ evolved quickly over a short period of time. They began in the 1970s with bulletin board systems, but did not really start to take off until the early 2000s.
Social networks
1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. As a result, the environment has become more interactive. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.
Two major trends have caused consumer-generated media to gain in importance.
1) ___ allows anyone who wishes to upload videos to the Internet to do so. 2) YouTube is the most popular, but hundreds of other video sharing sites exist. 3) Viral marketing is a marketing tool that utilizes the Internet, especially ___ and social networking sites, to spread a message and create brand awareness. Campaigns that successfully go viral are transmitted rapidly around the Internet with no help from the marketer. 4) Marketers increasingly use consumer-generated content for ad campaigns, rather than for hiring ad executives.
Video sharing
1) Second Life is the most popular of ___ worlds, but there are many. 2) ___ are simulated environments that can involve thousands of participants and allow users to select an avatar and live out an alternative life online. 3) Some, like Second Life, allow users to buy and sell goods, services, and even real estate in the ___. 4) Businesses have set up ___ stores in order to take advantage of the trend.
Virtual Realities/virtual worlds
1) Wikipedia is the most famous ___ 2) Monitoring ___ can give corporations a better idea of how consumers feel about their company or products. 3) As with other digital media, a negative representation in a ___ can damage the reputation of a company. 4) Some organizations use ___ as an internal tool for complex projects.
Wikis
___ are websites where users can add or edit content of posted articles.
Wikis
Li and Bernioff group consumers into six groups: they are...?
a) Creators b) Critics c) Collectors d) Joiners e) Spectators f) Inactives
a) Mobile devices, such as smartphones and PDAs, utilize apps to help consumers access more information about businesses. b) Mobile marketing allows marketers to utilize promotions over customers' mobile devices, sometimes in real-time as customers walk by eligible stores. c) Accessibility can be viewed from a firm's perspective as well. "Open innovation" encourages sharing of ideas and innovations between companies and customers for their mutual benefit.
accessibility
Characteristics of E-Marketing: ___ is the ability for a business to identify consumers before they make a purchase.
addressability
a) A social network is a web-based meeting place for friends, family, co-workers, and peers that allows users to create a profile and connect with other users for the purposes that range from getting acquainted, to keeping in touch, to building a work-related network. b) Addressability on social networks comes from their ability to provide a meeting ground for individuals and groups with similar interests and consumption patterns. c) The addressability inherent in digital media enhances the service dimension of products and facilitates relationship marketing through enabling customers to engage in feedback and product innovation. d) Addressability represents the ultimate expression of the marketing concept because it allows marketers to tailor marketing mixes more precisely to customers, to track online buying behavior, and to gather data on individual customers that enhance future marketing efforts.
addressability
Many innovative competitors now offer services, such as ___, at a fraction of the cost of large companies.
advertising
1) Two-thirds of Internet users read ___, and over half of ___ say they will ___ about products they strongly like or dislike. 2) ___ give consumers power over companies because companies cannot control what bloggers write. 3) ___ represent a marketing opportunity, as they give firms an opportunity to address consumer concerns or to defend their corporate reputations.
blogs
a) Connectivity has improved because of digital media like Facebook and other social networking sites. b) Social networks often attract large and diverse audiences, which are appealing to marketers.
connectivity
a) The Internet is a "pull" medium because users can regulate the information to which they are exposed—putting the power in the hands of consumers, not marketers. b) Negative reviews can damage a company, but positive reviews represent free publicity.
control
It is important that marketers incorporate multiple ___ into their marketing strategies
digital media
Types of ___ in which Internet users are likely to participate include blogs, wikis, video sharing sites, podcasts, social networking sites, virtual reality sites, mobile applications, and more.
digital media
The most important benefit of ___ is the ability of marketers and consumers to share information. The Internet has changed how marketers communicate with consumers, suppliers, and employees.
e-marketing
___: 1) Became the largest social networking site in the world in 2008, with a third of all Internet users having visited the site. 2) Appeals to a broad demographic, making it a great resource for marketers. 3) The fastest growing demographic on ___ is women over 55. 4) Users can become a "fan" of products and companies they like. 5) Encourages consumer interaction with companies. 6) Good resource for small companies because it is an economical way to advertise.
a) Interactivity focuses on digital media that make interpersonal connections possible. b) It can help facilitate and enable ongoing conversations with customers, often in real-time, through the use of blogs and social networking sites.
interactivity
1) A social networking site for professionals. 2) Is the fifth-largest social networking site. 3) A profile resembles a résumé. 4) Facilitates job searches and recruiting. 5) Companies use the site to familiarize users with their business.
Understanding where online users are likely to express their thoughts and opinions can help ____ use these forums to interact with consumers, address problems, and promote their firms.
marketers
1) Predates Facebook. 2) Was once the largest social networking site until Facebook surpassed it. 3) Has a reputation for being more of a dating network than Facebook. 4) Is available in many different languages.
myspace
1) Flickr is the most popular ___ website, but there are many. 2) ___ provides an opportunity for companies by enabling them to display snapshots of company events, staff, and products. 3) ___ sites allow users to upload, edit, and share photos. 4) Helps to add a "personal touch" to businesses
photo sharing
1) ___ are audio or video files that can be downloaded from the Internet via a subscription that delivers content to listening devices or personal computers. 2) ___ are convenient because the user can listen to the ___ on his/her Mp3 player at his/her convenience. 3) ___ are a good tool for reaching the 18-29 year old demographic. 4) Television networks, as well as companies, are all creating ___ in order to benefit from this trend.
podcasts/podcasting
As online ____ expands in popularity, marketers are using the venue to contact new target markets—especially the difficult-to-reach teen and young adult market.
social networking
Online ___ are popular around the globe.
social networks
___ are valuable to marketers as a means of building relationships with customers, providing product information, and learning about consumer needs.
social networks
1) Is a hybrid social networking and micro-blogging site. 2) Companies use ___ to announce sales, promotions, and updates on products and services. 3) Can help (re)build customer relationships. 4) Can give companies a competitive advantage.
