MKT 301 exam 4 - chapter 13:

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93% of online experiences begin with:

a search engine. - leads to click-through success.

what is SMOT:

actual experience after purchase.

social media:

are playing an increasingly important role in how consumers discover, research, and share information about brands and products.

what is the streisand effect:

attempts to remove content from the internet cause it to instead spread more broadly.

location-based marketing:

bringing relevance to digital content. - LBM uses GPS data to adapt message to target's location.

traditional media channels are:

diminishing in importance.

engaging consumers through social media marketing does what:

establish and maintain a strong social presence. - know what customers want from the social channel. - social media can help build successful brand.

FMOT:

first moment of truth - 3 to 5 seconds

what does SEM stand for:

search engine marketing.

what does SEO stand for:

search engine optimization

spiders:

search engines uses programs called "spiders" to continuously crawl the internet and categorize website information.

SMOT stands for:

second moment of truth

mobile computing gives:

social media a sense of immediacy.

more organizations increasing what:

social media marketing

what happens online:

stays online - FOREVER

earned media:

such as online reviews on Yelp, - can provide publicity for products and brands from ratings and comments supplied by consumers. - publicity from earned media can help future customers in their decision-making process.

social media marketing:

uses digital tools and other digital platforms to engage consumers anywhere.

SEO targets:

various kinds of search

digital marketing is due to:

widespread diffusion of digital technologies.

what does ZMOT stand for:

zero moment of truth

what is the optimal order to follow for content marketing categories:

- always lead with credible expert content. - maintain trust while empowering consumers with additional information.

content marketing techniques and sources:

- blog - white paper - e-mail marketing - video marketing

how does online search work:

- build an index of all web content using web crawlers or spiders. - provider user with ranked list of websites. - google dominates desktop search market - amazon's product views came form the company's own product search.

online privacy and information security:

- companies must be transparent and honest: need informed consent. - privacy data breaches and information security.

brand democratization:

- company-controlled brand management fading away. - increasing customer expectation of brand transparency.

content marketing:

- content is the currency of the social web - needs to be valuable, relevant, and consistent.

social media marketing dashboards and ROI:

- dashboard provides data visualizations that illustrate performance over time. - a positive ROI is the ultimate criteria.

impact of the digital revolution on marketing practice:

- digital technology altering customer expectations of all businesses. - three categories of media investments - brand democratization.

content marketing categories:

- expert content - user-generated content - branded content

what is ZMOT:

- happens online and in real time. - consumer is in charge - it is emotional - a multi-way conversation.

main purpose for social media marketing:

- increase brand visibility - grow customer engagement - promote brand-customer and customer-customer conversations. - provide context. activate customer advocacy - listen to voice of customer.

trends in branded content marketing:

- infographics - live streaming - pictorial communication (aka the emoji)

privacy data breaches and information security:

- large-scale privacy breaches negatively impact brand trust, customer retention, and purchasing behaviors.

how does social media impact individuals and society:

- marketing users less social in face-to-face setting. - fear of missing out (FOMO).

location-based service:

- mobile applications, short message service (SMS) text messaging, in-store digital signage. - social check-in apps: foursquare and Swarm.

social media marketing metrics:

- most common and easiest to measure: volume of mentions. - engagement one of most important areas to measure in social media. - reach measures total audience size. - sentiment analysis (opinion mining) - share of voice demonstrates brand comparison. - social media marketing dashboards and ROI

ethical issues in digital and social media marketing:

- online privacy and information security - unethical targeting of digital customers. - ethical best practices in social media marketing.

what are the three categories of media investments:

- paid media - advertising - owned media - brand-controlled source, such as a website. - earned media - product reviews.

societal implications of an Always-Connected Consumer:

- pervasiveness of social technologies today. - powerful information distribution ecosystems.

ethical best practices in social media marketing:

- remain transparent at all times - never give cause for privacy concerns - always credit when resharing someone else's content. - always divulge your affiliation.

social listening and customer care:

- social media monitoring also called social listening - respond before complaints damage online reputations. - customer service is the new marketing.

marketers must provide relevant messages to each consumer:

- understand customer and provide valuable content. - make content visible in places where customers spend time. make sure message is accessible to customer when he or she needs it.

how does mobile technology impact social media use:

how people entertain themselves and communicate - and now, how they find information.

search marketing increases the:

likelihood of appearing early on search engine results pages (SERPs).

digital communication has:

lowered barriers to market entry

unethical targeting of digital customers:

marketers should be cautious when targeting populations that may be considered vulnerable. - children, ethnicities, sexual orientation.

more competitors + more channels =

more noise

SEM uses:

paid listings.


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