BUSI 1301: CH. 13 Concepts
It is important for businesses that are considering podcasting to recognize that most podcast users are between _____ years of age.
18 and 34
Approximately what percentage of the world's population now uses the Internet?
40% More than 40% of the world's population uses the Internet.
The increase in social networking around the world is growing. It is now estimated that today's adults spend ______ on Facebook alone.
42 minutes
Why is it essential for businesses to incorporate digital media in their strategy to increase market share and conduct business?
A large portion of the population uses the Internet and the number is growing.
What is a blog?
A web-based journal
What is a wiki?
A website where users can edit the content of posted articles
_____ is a website where users add or edit content of posted articles.
A wiki
The ability for marketers to obtain digital information is the definition of which characteristic of digital marketing?
Accessibility
The ability of the marketer to identify customers before they make a purchase is the definition of which characteristic of digital marketing?
Addressability
Which person is engaging in user-generated content?
After Devlin purchased a pair of bluetooth earbuds, he posted a product review on Facebook.
Because it is taking on department stores and big box stores, which online retailer has completely transformed the way many people shop?
Amazon
_____ are considered an important feature of smart phones due to the convenience and cost savings they offer to consumers.
Apps
This is a virtual peer-to-peer currency that can be used to make a payment via smartphone.
Bitcoin
Which feature of Facebook allows companies to develop an advertisement quickly from a post on their timelines, select the people they would like the advertisement to target and select the budget they want to spend?
Boosted posts
Which of the following users does LinkedIn target the most?
Business professionals
The customer's ability to regulate the information they view as well as the rate and exposure to that information is the definition of which characteristic of digital marketing?
Control
Which type of media is considered to be the most consumer driven?
Digital media
In what way does E-business differ from traditional business activities?
E-business goals are carried out through the use of the Internet.
Which of the following websites compares benefits and prices about travel thus competing on price?
Expedia.com
_______ is the most popular social networking site in the world.
True or false: The ability to access information for any product has little impact on buyer decision making.
False
True or false: Snap Inc., the parent company of Snapchat is one of the most profitable social media companies.
False This is false. Snap Inc. has posted a net loss of approximately $3.4 billion in recent years and the parent company admits it may never achieve profitability.
Which of the following is NOT a characteristic of digital marketing?
Functionality
Which company purchased YouTube for $1.65 billion?
Match the media description to the type of media it represents. I. Paid media II. Owned media III. Earned media
I. Includes print and broadcast media as well as paid advertising on social networks II. Includes a firm's own website and its social media sites such as Facebook and LinkedIn III. Includes digital word-of-mouth posts and interactions by consumers about a product or a firm
Match the following common marketing tools with their appropriate definitions/examples. I. SMS messages II. Multimedia messages III. Mobile advertisements IV. Mobile websites V. Location-based networks VI. Mobile applications
I. Text messages of 160 words or less; have been an effective way to send coupons to prospective customers. II. Allows companies to send video, audio, photos, and other types of media over mobile devices. III. Visual advertisements that appear on mobile devices; companies might choose to advertise through search engines, websites, or even games accessed on mobile devices. IV. Websites designed for mobile devices; mobile devices constitute one-third of web traffic. V. Built for mobile devices; one of the most popular is Foursquare, which lets users check in and share their location with others. VI. Known as apps, these are software programs that run on mobile devices and give users access to certain content.
Match the five characteristics of digital marketing with their appropriate definitions. I. Addressability II. Interactivity III. Accessibility IV. Connectivity V. Control
I. The ability of the marketer to identify customers before they make a purchase II. The ability of customers to express their needs and wants directly to the firm in response to its marketing communications III. The ability for marketers to obtain digital information IV. The ability for consumers to be connected with marketers along with other consumers V. The customer's ability to regulate the information they view as well as the rate and exposure to that information
The ability of customers to express their needs and wants directly to the firm in response to its marketing communication is the definition of which characteristic of digital marketing?
Interactivity
Which of the following are true about Internet markets and e-business strategies?
Internet markets are more similar to traditional markets than they are different
Which of the following is NOT a characteristic of electronic order processing?
It increases redundancy.
80 percent of B2B marketers say ______ is an effective business lead generator.
Which of the following is the best example of how a photo-sharing site can be used to promote a firm's brand?
Lowe's created a Pinterest board featuring pins from users showing pictures of how products purchased from Lowe's can be used in creative ways.
_______ payments are gaining traction with companies such as Google and Apple working to capitalize on the opportunity by introducing their own versions for consumers to use.
Mobile
How has digital media and the advent of online shopping affected the retail landscape?
Online shopping has led to the closing of many brick-and-mortar stores.
Which of the following statements is TRUE regarding consumer shopping habits?
People spend less time shopping in brick-and-mortar stores because they have researched their items online first.
Which site combines photo sharing with elements of bookmarking and social networking?
Which of the following is described as an audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers?
Podcast
As a marketer, you may want to add a hidden message or additional information to an ad in a magazine or on a poster. You would consider using the _______ code scanning app to make this happen.
QR
Black-and-white squares found on posters, in magazines, and in storefront displays are known as ______.
QR codes
_____, which is the creation of relationships that mutually benefit the marketing business and the customer is enhanced with the use of social networks.
Relationship marketing
Which of the following is NOT TRUE regarding a firm's use of social media?
Social media does not need to be included in a firm's corporate strategy.
When should key performance indicators be used in a social media strategy?
They should be set forth at the beginning of a campaign to allow for almost real-time measurement and evaluation
True or false: Improving the speed and clarity of communication through digital media can help businesses save time and improve employee problem-solving abilities.
True
True or false: The Internet has offered businesses the opportunity to target markets more precisely.
True
Which blogging site has been called the "ground zero of the viral Internet"?
Tumblr
More than half of the active and monthly users of ______ follow companies or brands.
Which of the following is a hybrid of social networking and micro blogging?
______ content relates to consumers who create, converse, rate, collect, join, or simply read online materials.
User-generated
_____ occurs when one click can send a message to dozens or hundreds of people simultaneously.
Viral marketing
_____ downloaded to a user's desktop can update the user on the latest company or product information, enhancing relationship marketing between companies and their fans.
Widgets
______ is one of the best known online encyclopedias with over 38 million entries in over 290 languages.
Wikipedia
What percentage of consumers say that social media has some influence on their purchasing decisions?
about 30 percent
An online retailer uses web searches to learn about customer interests. This exemplifies the ______ characteristic of digital marketing.
accessibility
An online retailer installs cookies on a user's computer so it can identify the user when he or she returns to the website. This exemplifies the ______ characteristic of digital marketing.
addressability
A mobile _______ is a software program that runs on mobile devices and gives users access to certain content, such as playing games, comparing product prices, and/or entertainment.
app
Web-based journals called _______ give consumers power since they can post whatever they like or dislike about a company and/or its products or service.
blogs
Pinterest users use "pins" to create _____ that deal with their interests.
boards
Snap Inc, the parent company of Snapchat sees itself as a(n) ______.
camera company
The ability for consumers to be connected with marketers along with other consumers describes the ______ characteristic of digital marketing.
connectivity
A customer uses Kayak to discover the best travel deals. This exemplifies the ______ characteristic of digital marketing.
control
Successful digital marketing strategies will focus on ______.
creating products that customers need or want
A company that uses the Internet and mobile and interactive channels to develop communication and exchanges with customers is engaged in ______ marketing.
digital
Because it is fast and inexpensive, _______ communication is making it easier for businesses to conduct marketing research, provide and obtain price and product information, and advertise, as well as to fulfill their business goals by selling goods and services online.
digital
Electronic media that function using digital codes via computers, smartphones, and other digital devices are called _______ media.
digital
Through _____ consumers can learn about everything they consume and use in their lives, ask questions, voice complaints, indicate preferences, and otherwise communicate about their needs and desires.
digital media
Carrying out the goals of business through the use of the Internet is generally known as _______.
e-business
Mahie tried a new Indian restaurant in town and was pleased with both the quality of the food and the service she received. She decided to post a review on Yelp to share her thoughts of the restaurant. This is a type of ______ media.
earned
Digital media is defined as ______.
electronic media that function using digital codes
Marketers who conduct marketing research online have found that it is ______.
fast and inexpensive
As they apply to marketing research, social networking sites such as Twitter and Facebook can be good substitutes for _______ groups.
focus
An online retailer interacts with its customers through Facebook and Twitter by answering questions and posting updates. This exemplifies the ______ characteristic of digital marketing.
interactivity
Consumers are using _______ devices such as smart phones and tablet computers instead of PCs, to tap into wireless networks.
mobile
Digital marketing geared toward mobile devices like smartphones is termed _______ marketing.
mobile
As a social media platform, YouTube makes it difficult for marketers to control messaging about their brand because ______.
most of the posted content comes from consumers and not the brand owner
Happy Pets operates both traditional stores and an online shopping site. The retailer offers the same product assortment at both channels so customers can research products online and buy them there or at its stores. It also offers in-store digital kiosks and an app that allows shoppers to order products and receive coupons. This effort to seamlessly integrate all of its retail spaces is an example of ______.
omni-channel retailing
Retailers that offer a seamless experience on their mobile, desktop, or traditional retail spaces are engaged in ______.
omni-channel retailing
Pinterest and Instagram are social networking sites that use _____ and are being used by businesses to market themselves virtually.
photo sharing
Sites that allow users to upload and share photographs with others through the Internet are called _______-_______ sites.
photo sharing
Instagram and Shutterfly are _____.
photo sharing sites
Of the four Ps, _______ is considered the most flexible element of the marketing mix.
price
As social networks evolve, both marketers and the owners of social networking sites are realizing the opportunities such networks offer. As a result, marketers have begun investigating and experimenting using social networks for which marketing mix element?
promotion
Increasing brand name awareness, connecting with customers, and taking advantage of social networks are ______ considerations in utilizing digital media.
promotion
Whether it's increasing brand awareness, connecting with customers, or taking advantage of social networks, one of the best ways businesses can utilize digital media is by using it for the ______ element of the marketing mix.
promotion
Digital marketing has been able to develop and grow in large part because of telecommunication opportunities created by ______.
the Internet
Connectivity is a characteristic of digital marketing and is defined as ______.
the ability for consumers to be connected with marketers along with other consumers
With regard to product considerations, all of the following apply to digital marketers EXCEPT ______.
they need to stick to one product or idea rather than adapt to customer preferences
Approximately _____ of Internet users read blogs.
three-fourths
YouTube, Vimeo, and Dailymotion are all examples of _______ sharing sites.
video
Professional marketers at Fortune 500 corporations as well as the average Internet user can all upload ______ to sites such as YouTube or Vimeo.
videos
If your company uploads a humorous video intended to create brand awareness and it quickly passes from person to person to person in a global way, you have been successful at ______.
viral marketing
The word "blogs" is short for the term _______ _______.
web logs
Small bits of software on a website, desktop, or mobile device that perform a simple purpose, such as providing stock quotes or blog updates are called _______.
widgets
Which two of the following are regarded as the most important feature of apps?
✅ Convenience for users ✅ Cost savings for users
What are the five sections of the Google Analytics dashboard?
✅ Conversions ✅ Real-time ✅ Audience ✅ Behavior ✅ Acquisition
Select the three items that are part of digital marketing.
✅ Digital outdoor marketing ✅ Social networks ✅ Banner ads
Select all the ways social media can support a firm's marketing objectives. (Select all that apply)
✅ It can help build campaigns that generate brand advocates. ✅ It can be used to monitor target market competitors. ✅ It can help firms understand the social and economic environment.
Select three ways in which digital marketing differs from conventional marketing techniques.
✅ It helps marketers identify new target markets more easily. ✅ It allows for faster, more interactive communication. ✅ It provides a way for marketers to utilize new ways to communicate with customers.
Select from the following the four items that describe Twitter as a social networking site.
✅ It is being used by companies to gain a competitive advantage. ✅ It s a hybrid of a social networking site and a micro-blogging site. ✅ It originally allowed posts to have up to 140 characters. ✅ It asks users one simple question: "What's happening?"
Which two statements regarding wikis are true?
✅ Wikipedia maintains some topics that are off-limits for editing by the general population. ✅ Wikis are websites that can be added to or edited.
What two factors have given rise to consumer-generated information?
✅ the increase in consumers' tendencies to trust other consumers over corporations ✅ the increase in consumers publishing their own thoughts and opinions through blogs or digital media
