MKTG 3803 - Digital Marketing - Chapter 3
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?
A call-to-action button
What is a fundamental component of the timeliness effect in social media engagement?
Engaging the customer at the right time and place
The first stage of the social media engagement process is _____ which helps marketers determine their digital marketing objectives.
listening or listen
The outcome of social media that satisfies humans' innate need to connect with other people is known as the ______ effect.
connected or connection
The impact of the information effect depends on its ______.
context
Which of the following is true of the most loyal customers?
They generally use multiple channels to make purchases.
True or false: Goals form the basis of any marketing strategy.
True
What show how users move through, or navigate, the pages of a website?
Click paths
Which statements about mobile marketing are true? (Choose every correct answer.)
Global mobile downloads and in-app revenues are in the billions of dollars. Most downloaded apps are free. A majority of people in the United States who have smartphones use them to make purchases.
What are the components of the information effect in social media engagement? (Check all that apply.)
Identifying the context and receiver of content Spreading relevant information through various channels
Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.)
Information Network Dynamic
What is the first stage of the social media engagement process?
Listen
What are the three stages of the social media engagement process? (Choose every correct answer.)
Listen Analyze Do
Which are reasons why mobile marketing is increasingly important for marketers? (Choose every correct answer.)
Mobile app downloads are growing. The majority of people who own smartphones make purchases on these devices. Consumers spend billions of dollars using apps.
_____ measure the number of times a website page is seen by any unique site visitor.
Page views
True or false: Educating consumers includes reminding people about what they already know.
True: Education involves teaching consumers about a value proposition and the offered benefits. Some of this information is new to consumers; some of it is already known.
What is an example of a contextual element?
Website design
Sal wants to create a vivid experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be the most useful to him?
YouTube videos
"Freemium" and "paid" are examples of ______.
app pricing models
The social-media equivalent of a personal journal or diary is called a(n) ______.
blog
What is the first step in the 7C framework?
core goals
Within the 4E framework for social media, the ultimate goal of a firm is to ______ the customer.
engage
A travel company launches a new app that makes the process of booking your next vacation into a game. This is best categorized as using social media to ______ the customer.
excite
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as _______ media.
social
When deciding on contextual elements, you should identify your ______.
target market(s)
The ________ effect of social media engagement is concerned with the firm being able to engage with the customer at the right place and time.
timeliness
What is the best definition of a blog?
An online journal enabling people to share their thoughts
True or false: The only way to experience a product or service for sale is to actually purchase it.
False: Online media offer a variety of ways to experience the product before purchasing it.
What is the best definition of dynamic in the term dynamic effect?
Active and constantly changing
Which of the following are app pricing models for generating revenue? (Select all that apply.)
Ad-supported Freemium Paid apps
Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful?
Adding an instant messaging function
What is an effective way for digital marketers to use content?
Align the content to suit the target market specifically.
What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.)
An active back-and-forth exchange that promotes further interaction The way in which people's interests and participation in online groups change over time
Social media marketing is used by marketers to accomplish which of the following? (Choose every correct answer.)
Remind buyers about the brand and its benefits Communicate the value proposition of the brand
Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.)
Commerce Content Communication
Which statements about the way consumers make online purchases are true? (Select all that apply.)
Consumers use desktop computers more often than mobile apps. Searches made via desktop computers have higher conversion rates than those made via mobile apps.
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?
Content
Which of the following are examples of technologies that allow communication with customers? (Check all that apply.)
E-mail Live chat Instant messaging
The concept of connection is most closely related to which of the 4Es?
Engagement
Which of the following is at the center of the Wheel of Social Media Engagement?
Engagement
What adjective best describes the network effect?
Exponential
What are examples of social media content that businesses can effectively leverage to excite customers? (Choose every correct answer.)
Games based on a product or brand Mobile apps used to communicate personalized offers Information on Facebook used to communicate deals
Which outlets allow marketers opportunities to listen to their customers? (Choose every correct answer.)
Review sites Social networks Personal blogs
Which statements about social media are true? (Choose every correct answer.)
Social media are used by marketers and customers to share many kinds of information. Social media can be important components of an integrated marketing communications strategy. Social media facilitate interpersonal interactions.
Which of the following are fundamental ideas behind the connected effect in social media engagement? (Check all that apply.)
Social media serve as a mechanism for people to share information with others. The connection in social media is bidirectional. People have an innate need to connect with others.
What are components of the network effect in social media engagement? (Choose every correct answer.)
The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media
What is the basic goal of any website?
To convince users to engage with content
Engagement with the customer is designed to ______.
foster loyalty: The primary purpose of engaging with the customer involves action, the potential for a relationship, and commitment.
The total requests for a web page and are used as a measure of Internet traffic are called ______.
hits
After firms analyze the data they have accumulated, they must ______.
implement what they have learned
