Chapter 10: Digital Marketing and Social Networking
The "bricks-and-clicks" model involves maintaining _______.
physical stores and an online shopping site
Any attempt to conduct dishonest activities online would be described as _______.
online fraud
Mobile Marketing
over 95% of Americans have a mobile device, many of these devices are smartphones; mobile marketing tools are SMS Messages, Mobile Advertisements, Location-based Networks, Multimedia Messages, Mobile Websites, Mobile Applications
One of the most significant privacy issues relates to marketers' use of _______.
personal information
Which of the following is NOT true about digital marketing as a new distribution channel?
It increases inefficiencies throughout the marketing channel
The internet is viewed as a _______ medium because users determine which material they are going to view.
Pull
Which of the following would be an example of digital media that marketers can use for promotional purposes?
smart watch
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
Electronic marketing
Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called?
Key Performance Indicators (KPIs)
Government Legislation
the U.S. Federal Trade Commission is considering limiting the information companies can gather online
Addressability
the ability of the marketer to identify customers before they make a purchase
Interactivity
allows customers to express their needs and wants directly to the firm in response to its communications; in contrast to the one-way communications of traditional marketing media; many digital media allow for ongoing, real-time conversations between marketers and consumers
Mobile Marketing
allows marketers to offer promotions via customers' mobile devices
Podcasting
are audio or video files that can be downloaded with a subscription that automatically delivers new content to listening devices or personal computers; offers convenience allowing users to listen when and where they choose
Distribution Considerations
the Internet is a new distribution channel; reduce inefficiencies, costs, and redundancies and increases speed; distribution involves a push-pull dynamic-- where the firm provides a product (push), while connectivity allows members to find each other (pull)
Characteristics of Online Media
1) Addressability 2) Interactivity 3) Accessibility 4) Connectivity 5) Control
Types of Digital Media
1) Consumer-Generated Marketing, 2) Social Networks, 3) Blogs and Wiki, 4) Media Sharing Sites, 5) Virtual Sites, 6) Mobile Devices, 7) Applications and Widgets
Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric?
Exposure
Media Sharing Sites
media sharing sites allow marketers to share photos, videos, and podcasts but with less interaction
Accessibility
the ability to obtain digital information on competing products, prices, reviews, and details on firms (Mobile Marketing)
Interactivity of Social Media
traditionally, customers faced a lengthy, dissatisfying experience when supplying feedback; digital media allows interaction in real time; interactivity helps marketers maintain high-quality relationships with existing customers; allows customer to develop relationships with each other
Digital Marketing
uses digital media to develop communications and exchanged with customers
Blogs and Wikis (short for "weblogs")
web-based journals in which writers can editorialize and interact with other Internet users; blogs can represent a potent threat to corporations or an opportunity due to the amount of consumer control; companies can use external blogs to answer consumer concerns or defend their corporate reputations and internal blogs to build enthusiasm and create relationships; a wiki is a type of software that creates an interface enabling users to add or edit content of some types of websites
Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication?
Social network
Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing?
Treating it like a traditional marketing channel
_________ is a hybrid mix of a social networking site and a micro-blogging site that allows users to post messages of up to 280 characters, which are then available for their "followers" to read.
Privacy
a significant privacy issue is the personal information companies collect from website visitors ; the American Association of Advertising Agencies, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau are developing policies to give consumer more control over how their information is used online; hackers may break into websites and steal personal information enabling them to commit identify theft
Social Networks
a web-based meeting place for friends, family, coworkers, and peers allowing users to create a profile and connect with other users for purposes ranging from getting acquainted, to keeping in touch and building a work-related platform; marketers are using these sites to promote products, handle questions and complaints, and provide information to assist customers in buying decisions; the wide variety of social networks allow consumers to connect for both personal and business purposes; Facebook, Twitter, LinkedIn, Snapchat, YouTube, e.t.c.
Growth and Benefits of Digital Marketing
allow marketers to share information with consumers, reach new markets, and target markets more precisely; can be an essential part of gaining a competitive advantage; the digital world is evolving quickly and is still an early stage of integration into marketing strategy
Photo Sharing
allows companies to market themselves with snapshots of company events
Video Sharing
allows companies to upload ads and informational videos and are now using consumer-generated videos
Online Fraud
any attempt to conduct fraudulent activities online, including deceiving customers into releasing personal information
ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) _______.
app
Applications (apps)
bring convenience and cost savings to the consumer
Intellectual Property
can be anything from ideas and creative materials to songs, movies, books, or other products; losses in the US total billions of dollars; fine line between protecting intellectual property and maintaining freedom of speech; consumers rationalize pirating by thinking: they don't have the money to pay for what they want, their friends engage in piracy, the thrill is worth the risk, they are smarter and more tech savvy
Changes in Consumer Behavior
consumers expect to access a vast amount of information on companies, products, and issues; consumers share information and experiences with each other through social networking sites; consumers can regulate the information they view as well as rate and sequence of exposure
Control
consumers' ability to regulate the information they receive via the Internet; the Internet is a PULL MEDIUM because users can regulate the information to which they are exposed
Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _______.
consumers' tendencies to trust other consumers over corporations
ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______.
digital marketing
_______ uses the Internet and mobile interactive channels to develop communication exchanges with customers.
digital marketing
Digital Media
electronic media that function using digital codes (rather than film, or magnetic media)
Virtual Sites
include Second Life, Everquest, Sim City and World of Warcraft; these are user-created, three-dimensional worlds with their own economies, currencies, lands, and residents; allows businesses to reach consumers in a creative, fun way; some firms are using virtual technology for recruiting purposes
_______ refers to the ability of electronic media to allow customers to convey their needs and requirements directly to the marketers in response to their marketing communications?
interactivity
Which of the following statements is true of electronic marketing
it provides an opportunity for companies that lack physical stores to market their products to consumers
Connectivity
keeps customers and businesses connected with each other; online social network sites help improve connectivity with large, diverse audiences
Price Considerations
pricing relates to perceptions of value and is the most flexible element of the marketing mix; digital online media marketing facilitates both price and nonprice competition; demand for low-priced products has grown; consumers are able to find the price from various competitors in an instant; access to price information benefits the consumer and places pressure on the seller to be competitive and to differentiate products
Electronic Marketing (e-marketing)
refers to the strategic process of distributing, promoting, pricing products and discovering the desires of customers using digital media and digital marketing
Online Consumer Behavior
requires constant effort to stay on top of the latest technologies; customer's habits and consumption patterns change; learning how to use new media can be daunting for many marketers
Cybercriminals
setting up fraudulent profiles on social networking sites; create typosquatting sites based on common misspellings of search engines or social networks; using social networking sites to pose as charitable institutions
One of the most important benefits of e-marketing is the ability of marketers and customers to _______.
share information
Widgets
small bits of software on a website, desktop, or mobile device; an innovative digital marketing tool to personalize webpages, alert users to company information and spread product awareness
Promotion Consideration
social networking sites allows marketers to approach promotion in entirely new, creative ways; digital promotion attempts to increase brand awareness; consumer consumption patterns are changing rapidly and marketers must adapt; most traditional promotions can be enhanced by using digital media
Product Considerations
the connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits; some products are only available digitally; the Internet is a large resource of consumer needs; with the constant sophistication of digital technology, businesses find it necessary to continually upgrade their products offerings
Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online?
they don't worry about getting arrested
Consumer-Generated Marketing
two major trends have caused consumer generated information to gain importance: the increased tendency of consumers to publish their own thoughts, opinions, reviews and product discussions through blogs or digital media and consumers' tendencies to trust other consumers over corporations
