Chapter 1 Smartbook: Digital Marketing in a Digital World

Put the following steps in the evolution of marketing in chronological order.

1. Email marketing 2. Website and search engine marketing 3. Social media marketing 4. Mobile Marketing 5. Smart-environment Marketing

Which of the following strategies enable an organization to establish expertise through digital marketing activities?

1. maintaining social media profiles that provide meaningful and informative activity 2. creating websites with substantial, relevant, and authoritative content, designed with the experience of the customer in mind

Sir Tim-Berners Lee widely known as the inventor of the web did so in what year?

1989

Digital marketing must follow laws and consumer preferences.

Abide

Digital marketing is flexible in its strategy and tactics.

Adapt/Adjust

Digital marketing should go further than traditional marketing.

Add

Digital marketing keeps consumers from abandoning a process.

Advance

If a digital marketing strategy is focusing on bringing needed additional information at a key stage to consumers, it is involved in which of the 7A's?

Advance

Digital marketing should entice a consumer to take action.

Allure

If a digital marketing strategy is focusing on bringing more enticing initiatives to consumers, it is involved in which of the 7A's?

Allure

Digital marketing results must be monitored and measured.

Analyze

Digital marketing links a consumer with the brand.

Associate

Blogs, webcasts, and forums are platforms for what kind of marketing?

Community

Measures the cost to gain a new customer or sale.

Cost per acquisition (CPA)

Measures the cost of a new potential customer.

Cost per lead (CPL)

The understanding that organizations wish their consumers to have about a brand and what it offers through digital channels.

Digital positioning

Which of the following terms is defined as what consumers perceive and communicate about a brand in an online context?

Digital reputation

The process of dividing an organization's total digital consumer market into smaller groups.

Digital segmentation

Which of the following terms is defined as the confidence a digital consumer has in an organization or its brand?

Digital trust

What kind of strategy is defined as "a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant and consistent over time?"

Integrated marketing communication

If an organization uses a web services company to process customer payments, what micro-environmental factor is at play?

Intermediaries

The reality of being surrounded by more and more smart devices is dubbed the

Internet of Things

Why is a positive brand image important?

It is more likely that the consumer will trust the brand.

What is the term for a broad set of forces not under the control of the digital marketer?

Macro-environment

What involves assessing whether objectives are achieved?

Measuring

What is the term for the factors over which an organization has some control?

Micro-environment

Operating and promoting a smartphone app that provides a dog walking service is an example of what type of marketing?

Mobile

What is occurring when digital activities are screened and checked?

Monitoring

Which of the following are ways in which email is used as a marketing tool?

Newsletters, Advertising promotions, and Promoting new products

The hiring of marketing employees well versed in digital marketing is part of which micro-environmental factor?

Organization

From where do the objectives of a digital marketing strategy derive?

Overall business objectives and Broader marketing objectives

Offering a product where and when the consumer wishes to purchase it.

Place

If a digital marketer changes strategies in a country experiencing regime change, what macro-environmental factor are they responding to?

Political

What a consumer exchanges, including monetary and non-monetary for another one of the P's.

Price

The goods, services, and ideas being offered.

Product

Which of the following are the traditional four "P's" of the marketing mix?

Product, Place, Price, and Promotion

The various ways organizations communicate value to consumers.

Promotion

Value is a combination of which of the following?

Quality, Price, and Service

What do key performance indicators measure?

Return and output

Measures the amount made through the sale of a product divided by the cost of the digital marketing.

Return on investment (ROI)

Which of the following may serve as digital marketing intermediaries?

Search engines, Mobile app stores, and Social media platforms

Which of the following make up the digital marketing concepts abbreviated as STP?

Segmentation, targeting, and positioning

Digital marketing data can provide insights on which of the following?

Shopping behavior and Consumer preferences

If a digital marketer has a variety of strategies for different cultural groups, what macro-environmental factor are they responding to?

Social

Twitter, YouTube, Pinterest, TikTok, and Instagram are all platforms used for what type of marketing?

Social media

Which of the following are considered the factors in the ETPS (sometimes known as PEST) analysis?

Social, Political, Technical, and Economic

Which of the following are considered factors of an organization's micro-environment?

Suppliers, Customers, and Competitors

Which of the following are devices targeted by mobile marketing?

Tablets, Smart watches, and Smart phones

Single or multiple identifiable groups toward which an organization will aim its marketing.

Target market

What permits its users to communicate, share, and obtain information from anywhere it is accessible?

The Internet

What is a part of the Internet and includes various connected documents?

The World Wide Web

Which of the following are sources of digitally measured consumer data?

Time and length of website visits, Social media engagement, and Mobile app downloads and activity

The promotion of goods and services on bestbuy.com is an example of which type of digital marketing?

Website

Customer service on websites can use Blank______ which mimics human interaction.

artificial intelligence (AI)

Understanding how consumers make decisions about buying products and services through digital channels is done through an examination of their

behavior

When a digital marketer positions an organization's product or service vis-à-vis the competition as a way to communicate, what it has to offer which digital marketing objective are they addressing?

brand image and reputation

When a digital marketer uses endorsements, compliance, and testimonials, which digital marketing objective are they addressing?

brand trust

An email strategy that suggests that a consumer take a specific step is known as a(n)

call-to-action

To improve the conversion rate optimization (CRO), an express ______ may be employed.

call-to-action

The creation of relevant images, text, and messaging that create value is considered ______ marketing.

content

When a consumer makes an intended digital marketing action, this is called:

conversion

If a consumer is able to message an organization about a problem with a product or service through their mobile app, what digital marketing objective is being fulfilled?

customer service

If a digital marketer is creating a website with substantial, relevant, and authoritative content for a positive customer experience, which digital marketing objective are they addressing?

establishing expertise

The association a consumer has about a brand's features and ideas is called a brand

image

When a digital marketer is creating an e-commerce portal on a website or a way to purchase through mobile apps, what digital marketing objective are they addressing?

interactive sales

Organizations that assist in the marketing of products and services are called:

intermediaries

When a customer is offered points or discounts, the organization is trying to promote retention through

loyalty

In order to build digital long-term customer relationships an organization must

manage customer experiences

The goal for digital marketing objectives should be to

provide value to the customer

The term for an organization's ability to maintain a customer relationship is

retention

If a pharmaceutical company that makes aspirin bids on the keyword "aspirin" in their Google account, they are doing

search engine marketing

In order for an organization to ensure they are offering content preferred by Google, for example, they should focus on

search engine optimization

Amazon Alexa and Google Home are examples of devices that are a part of a consumer's

smart-environment

According to the AMA, what are features of digital marketing?

uses digital channels, promotes a brand, and reaches consumers

A common element of many definitions of marketing is

value

The relation between what a consumer pays and what they receive is called:

value