Chapter 8 Social Media

Search engine optimization is the process of increasing the probability of a particular company's website emerging from a search. Which of the following statements about search engine optimization is true?

80 percent of all web traffic begins at a search engine

What is the purpose of cultural adaptation software?

It adjusts a website's terminology, look, and feel to suit local norms

Interactive marketing emphasizes two primary activities. Which of the following describes those activities?

It assists in targeting individuals and engages the consumer with the company and the product

In what major ways does mobile marketing differ from other media?

Mobile is personal and has geo-location, two-way communication, camera/video technology, voice recognition, and phone sensors.

________ become(s) essential when the business sells through additional channels beyond the web. A. Channel integration B. Consistent customer experiences C. Brand engagement D. Cloud operations E. Shopping cart abandonment

Channel integration

Which of the following is a communication issue when developing a website for use in different countries?

Removing offensive colors

If a company such as Chrysler would like to find the customer's current vehicle, maintenance record, and other interactions with the company, it can be done by creating ________.

a PURL

There are obstacles companies face in successfully conducting digital marketing programs in international markets. Which of the following is NOT one of those obstacles?

Local field sales teams

________ can be placed in banner ads which can be presented only to individuals who log on to a website in a particular region.

Location-based widgets

What is a difference between content marketing and native marketing?

Native marketing uses a third-party's audience

Using this search engine optimization method, a company can increase identification through developing effective organic results that arise from a natural search process.

Natural or organic emergence method

Digital marketing is ________.

all the components of e-commerce, internet marketing, and mobile marketing

Tracking a person's visits on the internet and knowing the keyword searches used are examples of ________.

behavioral targeting

Blogs, feedback applications, and customer reviews are ways that an e-commerce site can build _____.

brand engagement

Web 4.0 emerged with key characteristics of customer engagement, ________, and web participation as necessities.

cloud operations

Developing useful information and product-use solutions to potential customers is called ________.

content marketing

The location-based advertising most often used is ______________________.

designated marketing areas (DMAs

All of the components of e-commerce, internet marketing, social media, and mobile marketing are collectively known as __________________.

digital marketing

Digital marketing includes ________.

e-commerce, internet marketing, and mobile marketing

Mobile devices incorporate features through GPS, beacon, or NFC (near field communication) technologies. These technologies are used for ______.

geo-location

Marketing programs that create interplay between consumers and businesses are considered to be ________.

interactive marketing

SEO, or search engine optimization, __________________________________.

is the process of increasing the probability of a particular company's web site emerging from a search

Online retailers find a high percentage of online shoppers abandon shopping carts prior to checkout. A suggestion to keep customers from abandoning a shopping cart includes ________.

listing additional costs upfront

Part of the growth of online advertising has been fueled by _____________, which involves media buys across the various platforms such as the web, mobile, and tablets.

multiscreen advertising

The concept of brand spiraling combines ________.

online advertising with offline branding tactics

All of the following are ways e-commerce programs help build a stronger customer base and overcome consumer concerns EXCEPT:

online instant chat options

Moving to the top ten listings of a search can take months or years. It requires _____________________________.

optimizing content, programming, and understanding how search engines work

When using the search optimization method called________, the placement of the ad on a search page depends on the price the company pays and the algorithm of a search engine.

paid search insertion

Building a successful e-commerce site includes _____.

real-time communication and engagement with customers

As Web 2.0 dawned, contents became ________.

socially-based and audience-oriented

The technical side of international e-commerce remains challenging because (of) ________.

software compatibility

The internet (Web 1.0) was characterized by ________.

static content provided by a site's creator

To improve response rates and optimize a campaign, advertisers have created increasingly complex targeting campaigns that utilize various web metrics called ________ tags that track items such as ad interactions, brand impact, and browsing behavior.

third-party

Brand spiraling involves the use of ________ to attract consumers to a website.

traditional media

On mobile devices, the quality of _____ may be enhanced using camera/video technology and voice recognition.

two-way conversations

The brand on an internet site should stay consistent from one country to the next and present the company's primary marketing message, which can pose problems in some countries. IBM solved this problem by ________.

using local companies to design individual websites and provide information

Mini-applications embedded in a banner ad, or ________, permit a consumer access to some form of dynamic content provided by an external source other than the company where the ad resides.

widgets

Banner ads are a popular form of online advertising. Which is an option or benefit advertisers might use with banner ads?

Banner ads can target specific company links

_____ are online musings that cover a wide variety of topics

Blogs

Multiscreen advertising refers to advertising in which of the following media?

Web, mobile, and tablets

In the ________ search optimization method, small text boxes pop up when a particular word is typed in.

paid search ads

________ include(s) any lure or attraction that brings people to a website.

Cyberbait

____________________ engages individuals who have visited a site but did not make purchases

Remarketing

There are several forms of search engine optimization (SEO). Which of the following is a form of search engine optimization?

Organic emergence

Consumers are most likely to use _____ for product "how-tos" or specific product information

YouTube

To successfully conduct digital marketing programs in international markets, marketers must create a ________________ that utilizes local input from the various countries involved as well as ensure ______________________.

coherent IMC strategy; brand and marketing message consistency

The internet offers more than a method to conduct business transactions: it serves as a(n) ____________.

communication highway

Web 4.0 is characterized by _________________________.

customer engagement, cloud operations, and web participation

Development of a successful e-commerce website includes ________.

customer-centric design

Some of the key value-added incentives that lead consumers to change purchasing habits over the long term include:

customized shopping, unique product-information, mobile apps, social media engagement, exclusive shopping and tutorials, usage tips and repair instructions

Financial incentives, convenience incentives, and value-added incentives are all examples of _________.

cyberbait

Web 3.0 online channels pushed companies into ________.

real-time instant communications

Digital technology makes it possible to send ads to individuals that have visited a brand's website or accessed the brand's app. These individuals have displayed an interest in the brand. Consequently, conversion rates are considerably higher than general banner or search ads. This is an example of

remarketing

The process of re-engaging individuals who have visited a site but did not purchase is called ______________________.

remarketing

With the increase in mobile devices, most sites now use ______, which automatically adjusts content to the screen size of the device being used to access the webpage

adaptive design

Obstacles to selling across national boundaries include all of the following EXCEPT:

Air transport companies and freight forwarders lack logistics software

Since the 1990s, the transition from Web 1.0 to Web 4.0 has provided increased opportunities for marketers to communicate with their buyers. Which of the following is a key characteristic of Web 4.0?

Cloud operating systems

Mobile apps fall into two primary categories. What are they?

Engaging consumers and streamlining the purchasing process

Integration is very important when developing a multi-channel strategy. Which of the following is an example of integrated channels?

Retail stores with a kiosk to order items not in stock from the store's website

Marketing professionals use a number of digital strategies to reach their target audiences. Which of the following is NOT one of those strategies?

Retargeting

______ is the process of increasing the probability of a particular company's website emerging from a search.

Search engine optimization

Online retailers find a high percentage of online shoppers abandon shopping carts prior to checkout. Retailers may make changes to their websites in order to reduce abandonment. Which of the following is a reason offered to reduce abandonment?

Show all costs up front

Paid search ads include small text boxes that pop up when a particular word is typed in. Which of the following statements about paid search is true?

The paid search can influence purchase intentions

Mobile users often use their devices to scan action codes, such as QR codes, placed in magazines. What is the primary purpose of action codes?

To engage consumers

Many marketing experts believe that online searches, email, social media conversations, digital ads, and mobile marketing will soon __________________________.

constitute a significant portion of marketing expenditures

Mobile apps enhance digital marketing programs and fall into two primary categories, which are apps designed to _________________________ and apps designed to ________________.

engage consumers; streamline business use or the purchasing process

Applebee's ran a campaign where a consumer taps on a mobile ad and the content asks if it can access the person's current location through the phone's GPS. If the person responds "yes," then they are taken to a mobile landing page that provides the nearest Applebee's location. This is an example of _____.

geo-targeting

The creation of location-based mobile advertising campaigns is called ________.

geo-targeting

QR codes, watermarks and 2D barcodes are helpful in ______________________.

mobile marketing

Using adaptive design helps adjusting websites primarily to facilitate a _________________.

mobile-optimized design