mktg 19
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 10.2. Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to
Creators
Tom maintains a popular blog that highlights restaurants in the Chicago area. Tom provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tom could help it in promoting its new location. Not only does Tom have a lot of people following his blog posts, but the restaurant knows that Tom is highly trusted. What is the best way for the restaurant to make use of Tom's influence in its promotional strategy?
Send Tom a press release describing the new location.
You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, and pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?
You developed your company's e-marketing strategy.
The ability to obtain digital information is referred to as
accessibility.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
addressability.
