Principles of Marketing: Chapter 13
types of metrics for marketing?
1) Reach 2) Engagement 3) Acquisition 4) Conversion 5) Retention
Search engine's two major functions?
1) build an index of all web content 2) provide search users with ranked list of websites they've determined are most relevant
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?
3 to 4
Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only _______.
9 months
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing?
FOMO
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
incredibly short window of three to five seconds after shopper first encounters a product on a store shelf
First Moment of Truth (FMOT)
Carson has just purchased his first gas grill. He brought it home and is testing it out for the first time by barbecuing burgers for his friends. What acronym represents where Carson is at in the purchase process?
SMOT
actual experience a customer has with a product once he or she buys it and returns home
Second moment of truth (SMOT)
T/F. In two-way communication, brands that do not seek to align and integrate elements of their paid, owned, and earned media are increasingly at a disadvantage.
T
True or false: The vast majority of online experiences begin with a search engine.
True
online journal in which people or companies post thoughts and other content
blog
All of the following observations regarding search engine marketing are true except ______.
click-through rates are not affected by a link's position on a results page
marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly degined and profitable audience
content marketing
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______.
digital marketing
umbrella term refers to marketing of goods or services using digital media
digital marketing
Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of ______.
earned media
If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the ______ metric
engagement
feeling of isolation and concern that they are missing out on what is occurring int he world around them
fear of missing out (FOMO)
__________- based marketing uses GPS data to perform its function.
location
marketing that adapts content, messaging, or service delivery to target's location
location-based marketing (LBM)
To promote its new product, a company advertises it on television and places advertisements in nationally-circulated magazines and newspapers. This is a form of ______ media.
paid
media investments categories
paid media - publicity gained through advertising owned media - publicity gained via a brand-controlled source earned media - publciity gained through editorial influence or by grassroots actions
The diffusion of social media has been ______.
rapid
Social media monitoring is also called _________ _____________
social listening
combinations of digital tools
social media marketing
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as ______.
social media monitoring
process of identifying and assesing what is being said about a company, individual, product, or band on the Intern
social media monitoring
easiest metric to measure marketing?
volume of mentions
In order to create an index of all web content, search engines use automated software programs called spiders or ________ ___________.
web crawlers
Search engines use automated software programs called _____ to build an index of all web content.
web crawlers
moment when customer uses digital device to begin learnig about a potential purchase
zero moment of truth (ZMOT)