Marketing Chapter 13
In search engine marketing, where do paid listings appear?
at the very top or to the upper right of a search-results page
In what way can social media can help build a successful brand?
by generating positive word-of-mouth communication about the brand across social networks
For marketers, which group would be considered a "vulnerable" population?
children
The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
The all-encompassing term that refers to the marketing of goods or services through the use of e-mail, websites, search engines and social media platforms is
digital marketing
What is the term for a person's feeling of isolation and concern about missing out on what is occurring in the world around us?
fear of missing out
A key principle within marketing ethics, is the permission granted in the full knowledge of the likely consequences, otherwise known as
informed consent
The process of broadcasting video footage in real-time is called
live streaming
What is owned media?
publicity gained via a brand-controlled source
Search marketing attempts to generate traffic from ________ through both paid and unpaid efforts.
search engines
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is called
social listening
The term used to define Internet-based applications that enable users to create their own content and share it with others who access these sites is
social media
The second moment of truth is
the actual experience a customer has with a product once the customer buys it and returns home.
The zero moment of truth refers to
the moment a customer uses a digital device to begin learning about a potential purchase.
Search engines have two major functions: to provide search users with a ranked list of websites they've determined are the most relevant and
to build an index of all web content.
Rashmi bought a kayak online, and after using it for a month, she went back to the site where she purchased it and submitted a product review. This is an example of ________ content.
user-generated
The most common metric and the one that is the easiest to measure is
volume
To help inform readers on a complex issue, a firm might use an authoritative guide called a
white paper
Which social media platform is used the most by B2C marketers as a marketing tool?
A visualization of performance metrics that allows marketers to see performance over time and across a range of measures can be obtained by the use of
a marketing dashboard.