MKT 355

The consumer decision journey has shifted because the passive consumer is dead and the active consumer seeks out what they need. The diagram below illustrates the new process. A-E

A: consider B: evaluate C: buy D: experience E: commit

what is a haul video

a video of a consumer showing off their latest puchases online

what can companies do to influence the consumer-drive touch points

all of the above

which of the following is an example of a company-driven touch point

an interactive billboard next to the beltline

Which of the following support the idea that "consumers are in charge"

consumers can voice their opinions about a company publicly consumers have more control over what information they consume

paid media can only be paid media and will never be considered earned media too

false

Which of the following is NOT a value of publicness, as described in the video

separation of "online lives" and "real life lives"

ZMOT, the zero moment of truth, refers to

a consumer decision-making moment that takes place online when consumers search for something they are considering puchasing

A typical media mix in a marketing campaign contains media in three categories: paid, earned, and owned media. two of those categories are controlled by the company while one cannot be controlled, but only be influenced by the company. which of the following examples of media are from the category that cannot be completely controlled by the company, but can be influenced?

viral marketing videos, social recommendations, ratings and reviews

What does crowdsourcing mean?

when a company asks people on social media for input

what is showrooming

when consumers go into a physical store to touch, feel, and experience a product, and then buy it elsewhere online for a cheaper price

Which of the following are examples of User Generated Content?

when consumers post pictures of their purchases with a company-specific hashtag when consumers make memes of a brand or company when a consumer posts a review of a product on Youtube

according to the ZMOT article, a good rule for digital marketers is to "treat your online marketing campaign as if it's always in beta." what does this mean?

you should continually test the variables in your campaign because of how quickly the digital marketing landscape and consumers' preferences can change

Match the Paid Keyword Ad Campaign Performance metric with the correct calculation

CTR=clicks/impressions Average CPC: total cost/clicks Cost per conversion=total cost/conversions Conversion rate=conversions/clicks

according to the ZMOT article, online reviews are on examples of Word-of-mouth marketing on the internet. What else does the article say is true about online reviews?

Negative reviews actually increase conversion rates for all kinds of businesses, because people know they're shopping in an trustworthy environment Most reviews are good: the worldwide average is 4.3/5.0

What makes a zero moment of truth

it happens online

the digital consumer is very aware of what the lowest price for almost any item is because they can look it up very easily online. however, these same consumers may pay a higher price for a product they know is cheaper available elsewhere. What are some strategies businesses use the entire customers to pay more than the lowest available price?

offering an incentive for a customer to "buy now" offer convenience (in location, deliver, etc) provide excellent service

which of the following is NOT one of the four steps to managing core sources of value that mckinsey asserts makes companies effective at digital marketing in the reading "four ways to get more value from digital marketing"?

offering discounts exclusively online in order to harness extra value from the reluctant consumers

In his article, "Four Ways to Get More Value from Digital Marketing," David Edelman says a company should try to coordinate all touch points that they reach their consumer. He describe the problem: "Whether by receiving marketing e-mails, searching for products online, or using mobile devices to find retail coupons, customers today continually interact with brands as they move closer to making purchasing decisions. Yet completely different parts of an organization manage most such contacts." Which of the four ways he describes in the article is the solution to this problem?

orchestrate an integrated consumer experience