SmartBook Chapter 3: Digital Marketing: Online, Social, and Mobile
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?
A call-to-action button
What are the three stages of the social media engagement process? (Select all that apply.)
Analyze Do Listen
What includes "freemium" and "paid" types?
App pricing models
The social-media equivalent of a personal journal or diary is called a(n) ______.
Blog
Which of the following are critical elements of the 7C framework for online marketing? (Select all that apply.)
Commerce Communication Content
Social media marketing is used by marketers to accomplish what? (Select all that apply.)
Communicate the value proposition of the brand. Remind buyers about the brand and its benefits.
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?
Content
7C Marketing Framework
Core Goals Context Elements Content Community Communication Commerce Connection
What is the first step in the 7C framework?
Core goals
What type of online channel is most relevant to the goal of helping consumers experience a product or service?
Ecommerce channels
To which of the 4Es is connection most closely related?
Enagement
In the 4E framework for social media, when attempting to ______ the customer, a firm encourages the customer to offer feedback.
Engage
What are fundamental components of the timeliness effect in social media engagement?
Engaging the customer at the right time and place
True or false: The only way to experience a product or service for sale is to actually purchase it.
False
______ are the total requests for a page for the initial approach.
Hits
What type of online channel is most relevant to the goal of educating consumers?
Informational blogs
What is the first stage of the social media engagement process?
Listen
What are examples of technologies that allow communication with customers? (Select all that apply.)
Microblogging Live chat Instant messaging
What are reasons why mobile marketing is increasingly important for marketers? (Select all that apply.)
Mobile app downloads are growing. Consumers spend billions of dollars using apps. The majority of people who own smartphones make purchases on these devices.
What is an effective way for digital marketers to use content?
Narrow the content to suit the target market specifically.
What are components of the Wheel of Social Media Engagement? (Select all that apply.)
Network Information Dynamic
What technologies allow marketers opportunities to listen to their customers? (Select all that apply.)
Opinion polls Review sites Social networks
______ measure the number of times a website page is seen by any site visitor.
Page views
What best characterizes consumers' buying habits?
Somewhat dependent on context
What are fundamental components of the dynamic effect in social media engagement? (Select all that apply.)
The way in which people's interests and participation in online groups change over time An active back-and-forth exchange that promotes further interaction
What best characterizes the buying habits of the most loyal customers?
They generally use multiple channels to make purchases.
What is the basic goal of any website?
To convince users to engage with content
True or false: Education, the second E of the 4E framework, includes reminding people what they already know.
True
True or false: The first C of the 7C Online Marketing Framework is "core goals."
True
Which statements about mobile marketing are true? (Select all that apply.)
U.S. mobile downloads and in-app revenues are in the billions of dollars. Most downloaded apps are free. A majority of people in the United States who have smartphones use them to make purchases.
What is the best definition of dynamic in the term dynamic effect?
Vibrant and constantly changing
What is not a pricing model for apps?
Volume pricing
Sal wants to create a vivid and engaging experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be most useful to him?
YouTube videos
When deciding on contextual elements, it is useful to identify which of the following?
Your target market(s)
The final step in the social media engagement process is known as the ______ stage.
do
What is at the center of the Wheel of Social Media Engagement?
engagement
A travel company launches a new app that makes the process of booking your next vacation into a game. This is best categorized as using social media to ______ the customer.
excite
Engagement with the customer is designed to ______.
foster loyalty
After firms analyze the data they have accumulated, they must ______.
implement what they have learned
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as ________ media.
social
The ability to engage with the customer at the right place and time is known as the _______ effect.
timeliness
What is an example of a contextual element?
website layout
Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful?
Adding an instant messaging function
What is the best definition of a blog?
An online journal enabling people to share their thoughts