MKTG 321: Ch. 9 Quiz

There are two main trends that have caused consumer-generated information to gain importance:

1) Consumers are posting their own thoughts, opinions, reviews, and discussions of products through different digital media outlets. 2) Consumers trust other consumers over corporations.

Measuring the number of online ratings about the company or product on social media is which type of social media metric?

Advocacy

___________ _________ is increasingly a concern for online advertisers who are demanding more control over where their ads run.

Brand safety

Promotion Considerations

Digital marketing allows marketers to promote products in an entirely new, creative way. Many online advertisements will include photos, videos, or some kind of graphic. One major advantage of promoting online is the use of advertising statistics. Marketers can track their advertising using services like Google Ads and Facebook analytics to decide what is best to optimize their digital marketing strategy. Digital media also creates business-to-business promotion opportunities. Digital promotions can increase brand awareness and market to a new audience. As technology and consumers change, marketers need to adapt their marketing strategies accordingly.

Distribution Considerations

Digital marketing has allowed companies to increase their efficiency when it comes to distribution. This has happened because companies can process orders electronically and increase the speed of communication using the internet. However, shipping times and costs now are on many consumers' minds. The offering of seamless buying experiences across mobile, desktop, and traditional retail spaces is called omnichannel retailing. This type of retailing connects everything that contributes to the customer experience.

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 (e-marketing)

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

Measuring the number of repeat sales is which type of social media metric?

Impact

Product Considerations

Marketers must anticipate consumer needs and preferences and then make their product to meet these needs in digital marketing. Some companies now use online advertising campaigns and contests to help develop better goods, services, or ideas. As technology continues to grow, marketers are finding it more important to upgrade their product offering to meet consumer needs.

Omnichannel retailing

Offering a seamless experience across mobile, desktop, and traditional retail spaces

Some companies now use online advertising campaigns and contests to help develop better goods, services, or ideas. This is most closely related to what variable of the marketing mix?

Product considerations

Pricing Considerations

The internet allows consumers to access more information about products and prices. As consumers learn more about different options, low-priced products grow in demand. This can lead to daily deal sites. Marketers can use this to their advantage by offering coupons or free samples online. However, marketers should also be focusing on differentiating their products, so customers focus on attributes and benefits rather than price.

What is one of the biggest mistakes a marketer can make when it comes to digital marketing?

They treat it like they would traditional marketing.

Using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is best described as

digital marketing

Digital marketing can be viewed as a new ____________________ channel that helps businesses increase efficiency.

distribution

Any attempt to conduct dishonest activities online would be described as ___________ ________.

online fraud

One of the most important benefits of e-marketing is the ability of marketers and customers to

share information

The data acquired from analytics can help marketers to better...

- Understand their customers - Measure the effectiveness of their campaign - Make changes to develop better targeted social media campaigns