MKTG 409 Chapter 10

omni-channel

Various marketing channels, including mobile, desktop, or traditional retail spaces, providing seamless customer experiences

What is Brad Hays definition of digital marketing?

"The union of content and technology guided by carefully aggregated and thoroughly analyzed data"

Content marketing

"owned" media - drives awareness, SEM results, purchases

What is a paid search results?

(pay per click) indication with an "ad"

Social media marketing trends?

- Ephemeral content - continued rise of influencer - continued rise of augmented reality

website marketing trends?

- Less clutter - Dark Mode - Mixing illustration with realism - Artistic illustration

what are the components of voice for the guest speaker?

1. Awareness 2. Memorable 3. Affinity

What are some recent mobile trends?

1. Mobile shopping 2. Location-based services 3. Augmented Reality 4. Wearables

What are the two major trends that have caused consumer-generated information to gain importance?

1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.

how is a brand broken up into?

1. Voice 2. Look 3. Feel

Guest speakers: A&M marketers What are the questions they usually answer

1. What is your product 2. Who is your audience 3. How are you different?

According to Michael Bierut, what are the 3 types of logos?

1. Wordmark 2. Pictoral 3. Iconorgraphy

What is the trend of email marketing?

65% of consumer will purchase after a well-thought out email ad

What is mobile's share of digital minutes?

75%

social network

A website where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication

What is the major disadvantage of blogs?

Blogs give consumers control, sometimes more control than companies would like. Whether or not the blog's content is factually accurate, bloggers can post whatever opinions they like about a company or its products

What are organic search results?

Appear based on relevence, not paid, doesn't mean not a business issue

Podcasts

Audio or video files that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers

How does digital marketing affect pricing considerations?

Digital media marketing facilitates both price and nonprice competition, because internet marketing gives consumers access to more information about products and prices. As consumers become more informed about their options, the demand for low-priced products has grown

Digital media

Electronic media that function using digital codes—media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years

What are the advantages of wikis?

However, some companies have begun to use wikis as internal tools for teams working on a project requiring lots of documentation. Additionally, monitoring wikis provides companies with a better idea of how consumers feel about the company brand.

How has digital marketing affect product considerations?

However, with larger companies now launching their own extensive campaigns, and with the constant increase of sophistication of digital technology, many businesses are finding it necessary to continually upgrade their product offerings to meet consumer needs

What is owned media?

In addition to placing ads, marketers can own their own media outlets and create messages on social networks. Most firms have owned websites but can also develop websites through such social networking services as Facebook and LinkedIn

What is beacon technology?

Increasingly, companies are taking advantage of beacon technology to target and communicate with app users based on their location

Location-based networks

Location-based networks are built for mobile devices. One of the most popular location-based networks is Foursquare, which lets users check in and share their location with others. It introduced a new advertising network called Pinpoint specifically for marketers

What are the advantages of blogs?

Many businesses use blogs to their advantage. Rather than trying to eliminate blogs that cast their companies in a negative light, some marketers are using such blogs to answer consumer concerns or defend their corporate reputations

Are metrics for digital marketing quantitative or qualitative?

Metrics can be quantitative or qualitative. For example, click-through rate (CTR) determines the percentage of consumers who clicked on a link on a site as a quantitative measure. In addition, a qualitative metric could relate how consumers feel about a product

Mobile advertisements

Mobile advertisements are visual advertisements that appear on mobile devices. Companies might choose to advertise through search engines, websites, or games accessed on mobile devices. Mobile accounts for over half of digital advertising spending

Mobile websites

Mobile websites are websites designed for mobile devices. Over 50 percent of e-commerce website traffic now comes through mobile devices

Multimedia messages

Multimedia messaging (MMS) takes SMS messaging a step further by allowing companies to send video, audio, photos, and other types of media over mobile devices. The MMS market is estimated to be a $20 billion market. Approximately 98 percent of all U.S. cell phones can receive MMS

What is user-generated content?

User-generated content relates to consumers that create, converse, rate, collect, join, or simply read online materials. For example, when a consumer posts a selfie on Instagram with a Mountain Dew in hand, this is user-generated content

What is "native advertising"?

Resembles a publication's editorial content but is paid for by an advertiser and intended to promote

SMS messages

SMS messages are single text messages of 160 characters or less. SMS messages can be used to send coupons to prospective customers

What is SEM?

Search engine marketing Promoting websites by increasing their visibility in search engine results pages

What is SEO?

Search engine optimization

Blogs

Short for "weblogs," these are web-based journals in which writers editorialize and interact with other internet users

Widgets

Small bits of software on a website, desktop, or mobile device that perform a simple task, such as providing stock quotes or blog updates

Mobile applications Mobile applications

Software programs that run on mobile devices and give users access to certain content

What is connectivity?

The ability for consumers to be connected with marketers along with other consumers

What is accessibility?

The ability for marketers to obtain digital information

What is interactivity?

The ability of customers to express their needs and wants directly to the firm in response to its marketing communications

What is addressability?

The ability of the marketer to identify customers before they make a purchase

How has digital marketing affected distribution considerations?

The ability to process orders electronically and increase the speed of communications via the internet reduces inefficiencies, costs, and redundancies while increasing speed throughout the marketing channel

What is control?

The customer's ability to regulate the information they view as well as the rate and exposure to that information

Why is the internet sometimes referred to as a pull medium?

The internet is sometimes referred to as a pull medium because users determine which websites they are going to view; the marketer has only limited ability to control the content to which users are exposed, and in what sequence

What is the 4th type of logo?

The logo system

e-marketing (electronic marketing or e-marketing)

The strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing

What is a Brand Badge"?

To receive the digital badge and retain membership privileges, users must participate in activities dictated by the brand, such as writing a review on a blog, posting a photo on Instagram, or uploading video using the products on YouTube

What is paid media?

Traditional paid media includes traditional print and broadcast but is now joined by paid advertising on social networks such as Facebook and Twitter

wiki

Type of software that creates an interface that enables users to add to or edit the content of some types of websites

What are the disadvantages of wikis?

Wikis on controversial companies like Walmart and Nike often contain negative publicity about the companies

What are some of the characteristics that distinguish online media from traditional marketing?

addressability, interactivity, accessibility, connectivity, and control

What is earned media?

markets can have earned media when consumers are communicating on social media sites. These digital word-of-mouth posts or interactions can promote a product or firm.

What is a "Webroom"?

showrooms only, meaning customers can touch and feel the products, but all orders are placed online, saving the company money in distribution costs and real estate costs associated with large storefronts

What is one of the biggest mistakes a marketer can make when engaging in digital marketing?

to treat it like a traditional marketing channel