BCOR350 Chapter 17 Digital Marketing
True or false: viral marketing allows marketers to send tailored messages to targeted customers who have chosen to receive them.
false
What correctly identifies what direct and digital marketing offer sellers?
inexpensive, efficient, and fast
Disadvantages of direct marketing to sellers include ___________.
interaction with limited number of customers
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is ____________.
interactive
What is the toughest public policy issue now confronting the direct marketing industry?
invasion of privacy
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Which type of direct marketing tool is this?
kiosk
One drawback to viral marketing is that __________.
marketers cannot control where users pass along the message
What are advantages of mobile marketing?
marketers use mobile marketing to engage customers anywhere, anytime during the buying and relationship-building process; companies use mobile marketing to stimulate immediate buying; the surge in mobile web traffic has made mobile marketing a must for most brands; provides n-the-go product information, price comparisons, advice, and reviews from other consumers
_____________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
marketing web sites
_________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.
mobile
What would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?
mobile marketing
what kind of social media networks are smaller communities likely to join or create?
niche
What correctly identifies forms of digital direct marketing?
online marketing, social media marketing, and mobile marketing
The hottest growth area for the retailer Home Depot in the US market has been attributed to _________________.
online sales
To avoid being intrusive and annoying, most legitimate email marketers practice _____________, which means sending email pitches only to customers who "opt in."
permission based email marketing
What are forms of traditional direct marketing?
personal selling, telemarketing, direct-mail marketing, kiosk marketing
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them to log on to a provided we address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called _____________.
phishing
What are deception or fraud concerns for internet users and marketers?
phishing, malware, cyber spying, spyware
What is true regarding catalog marketing?
printed catalogs can drive online and mobile sales
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called _____________.
real-time marketing
What is true regarding mobile marketing?
smartphones can be very useful in shopping situations
What is a challenge to marketers regarding their use of social media?
social networks are largely user controlled
What is meant by the term "the Internet of Things" (IoT)?
that everyone and everything may soon be connected digitally
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be ___________.
useful
What is the digital version of word-of-mouth marketing?
viral marketing
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?
What would represent a niche online social networking site?
Birdpost
Phishing
a type of identity theft that uses deceptive emails and fraudulent online sites
What are benefits of online direct marketing for buyers?
access to numerous products and reviews, convenience, privacy
What does the Privacy Promise of the DMA members involve?
all companies mush agree to notify customers when any personal information is rented, sold, or exchanged with others
One of the challenges of social media marketing is that social media ______________.
are largely user controlled
__________ are considered a consumer-controlled digital media.
blogs
________________ are online journals where people post their thoughts, usually on a narrowly defined topic.
blogs
What is a potential disadvantage to using blogs for marketing?
blogs are a user-controlled medium
Many company websites are now designed to more than just sell product. These websites, known as ___________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
brand community
Why should companies use mobile marketing responsibly?
companies risk angering already ad-wear consumers
Amazon.com and GEICO approach customers via websites or mobile apps. This is an example of ___________ marketing.
direct
The fastest growing form of marketing is __________.
direct and digital marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both an immediate response and build lasting customer relationships?
direct and digital marketing
Priceline.com sells its services through ____________.
direct marketing as a supplementary channel
What is direct mail well suited for?
direct, one-to-one communications
Infomercials are a form of marketing considered a part of _________________.
direct-response television marketing
What are the two main forms of online advertising?
display ads and search-related ads
Buyers have increased their use of direct and digital marketing because they are ___________.
easy, convenient, and private
___________ involves creating a website, video, email, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.
viral marketing