Adaptive Learning Homework- Digital Marketing
Select all of the true statements about creating customer value through digital marketing.
* Digital marketing helps companies build customer relationships through exceptional customer experiences. * Digital marketing provides consumers with the ability to compare prices across a variety of sellers. * One way digital marketing creates value is by allowing consumers to search for products from different media.
Select all of the primary forms of digital marketing.
* Social Media Marketing * E-mail Marketing * Inbound Marketing * Search Engine Optimization (SEO)
Select all of the types of digital buying behavior.
- Browsing - Product-focused shopping - Bargain hunting - One-time shopping - Researching
Select all of the common types of digital sellers.
- Buying club sites - Digital malls - Digital marketplaces - Auction sites
Select all of the advantages of mobile marketing over social media marketing.
- Consumers can give feedback to companies while at, or just after leaving, the company's location. - Consumers can make last-minute decisions regarding purchases while they are on the go. -Consumers can receive time- and location-sensitive special offers while they are at or near a particular retail location.
Select all of the elements of excellent web design that firms should strive to achieve to provide customers with a superior experience.
- Ease in navigation - Mobile friendly - Quick load time
Dwight is determined to increase sales of his carved bowls by 30 percent this year by using social media campaigns. He will make this increase by updating his social media sites daily and by adding information about each new bowl he creates within two hours of finishing it. In this example, how would increasing sales by 30 percent this year be classified?
As a goal
Ariana uses a website-based media channel to post comments and read comments from other users about bed-and-breakfasts. This site also works with her phone to provide real-time bed-and-breakfast pricing and event updates based on her location. What does this represent?
Both social and mobile media marketing
Clicking on an ad for teal suede boots takes Juana to a website for footwear. She scrolls down the boots page and then, from the sidebar, selects the category of dress shoes. Juana narrows her search by selecting her shoe size, her preferred heel height, and her favorite shoe color. Finally, she buys a pair of shoes. The sequence of links Juana selected while she was on the website is a(n) ______ path.
Click
Which characteristic of social media marketing most clearly explains how integral it is to the concept of place in the marketing mix?
Consumers can take social media with them wherever they go.
Drag each description to the corresponding type of invisible marketing influence.
Cookies: Data files that are stored on websites and can be used to generate a consumer profile or other consumer data Geotracking: The use of a consumer's physical location to figure out what products and product prices will appear in a search Bots: Software applications that run automated tasks online
Shaka develops a video and a poster depicting his company's marketing message. Which step of developing a social media marketing campaign does this represent?
Create content.
Building or promoting a company's message online is known as _____ marketing.
Digital
Product-focused shopping, browsing, researching, bargain hunting, and one-time shopping are all segments of which of the following?
Digital buying
Drag each description to the correct example of a company-specific app.
Geotargeting: This technology allows firms to know when customers (who have the related apps) are physically near their stores. Loyalty programs: This allows customers to earn points by purchasing products from the company. Mobile payments: This eliminates the need for consumers to carry cash or credit cards. Scheduling: This creates a convenient way for their customers to manage appointments or reoccurring services. Information: This helps customers find answers whenever they desire it, even when they are on the go.
Ashish is a farmer who works for a farm equipment producer. He uses his company's equipment on his farm and writes a blog for the company detailing how to best use its equipment. Which type of digital marketing does this best represent?
Inbound marketing
Lars realizes his company's campaign slogan has become the target of jokes and sarcasm, so he drops the slogan from the campaign. Which step of developing a social media marketing campaign does this represent?
Monitor the campaign.
Drag each description to the correct type of visible marketing influence.
Paid Search: A company buys a search term and then pays a fee when the sponsored ad is selected by a consumer. Paid Stories: A company writes an ad that is designed to appear similar to the articles around it. Paid display advertising: A company pays to have a video advertisement play before a news video plays. Sponsorship: A firm pays a social media celebrity who then endorses the company's products.
Which type of visible marketing influence takes the form of ads that appear as content designed to look like stories to the viewer?
Paid stories
Airbnb, DogVacay, and Twitter use social media and mobile technology in tandem to deliver a service. This best demonstrates the way technology influences which element of the marketing mix?
Product
Drag each description to the corresponding form of digital buying behavior. Product-focused shopping Browsing Researching Bargain hunting One-time shopping
Product-focused shopping: Consumers who engage in this type of digital buying behavior are either replacing an existing product or purchasing a product that has been chosen for them. Browsing: Consumers who engage in this type of digital buying behavior are not really looking to make a purchase. Researching: Consumers who engage in this type of digital buying behavior are looking to buy a product for the first time. Bargain hunting: Consumers who engage in this type of digital buying behavior usually explore coupon sites such as wish.com or auction sites such as eBay. One-time shopping: Consumers who engage in this type of digital buying behavior may combine a variety of shopping behaviors all at the same time.
To measure whether a social marketing campaign is meeting its goals and objectives, marketers use applications such as Google Analytics or Viralheat. These provide a dashboard, or a central location where they can ______. The dashboard aggregates, or counts, the number of ______.
monitor all of of their social media activity; likes, pins, and other variables
Mobile marketing has quickly become one of the most used marketing tools as ______ percent of all Americans own a smartphone.
more than 77
Marketers look at whom they want to reach as a basis to determine which delivery platform is ______.
most efficient
Content that contains a marketer's advertising message but is integrated with the content and look of a website is known as ______. The practice is controversial because some consumers regard it as ______.
native advertising; misleading
Website users' ability to find what they are looking for in as few clicks as possible is called ease in ______.
navigation
Digital buyers who are going to buy a product for the first time engage in ______.
research
If Doug is looking to buy an iPad for the first time, he will likely engage in the type of digital buying behavior known as _____, which is more deliberate than browsing and will usually result in a purchase either online or offline.
researching
Digital malls, digital marketplaces, auction sites, and buying club sites are the four types of digital
sellers
Nyala is running software to categorize whether consumer responses to her company's social media campaign are mostly positive, negative, or neutral. Nyala is doing ______.
sentiment analysis
To determine whether people are reacting favorably or unfavorably to a campaign or brand, marketers use ______, which typically involves categorizing user responses as either positive, negative, or neutral. The advantage of this technique is that it ______ the campaign.
sentiment analysis; can be run continually throughout
The use of online social networks and applications for communicating brand and product messages is known as ______.
social media marketing
Facebook, Twitter, and Instagram are all examples of ______. This term refers to ______ based in a ______ that facilitates communication and connection.
social media platforms; a media channel; website
Marketers determine which apps and delivery platforms to use based on which ones will be most attractive to their ______.
target audience
In choosing a social media platform, marketers should consider the goals and ______ of their strategic marketing plan. For example, they might try the paid ad placement services on ______. Placing ads on this social media platform, which reaches a wide number of users across a number of demographic categories, allows a marketer to target consumers based on ______.
target market; Facebook; past social media activity
Step 1 of a social media marketing campaign, setting a goal, involves integrating social media into ______.
the marketing mix
Unlike ______ media, the setting and content around an advertisement disseminated through ______ media is different for each consumer.
traditional; social
Social media are a new, still-evolving form of media that consist of ______ electronic communication that allows users to share information, content, ideas, and messages to create a(n) ______ experience.
two-way; customizable
One action that is used with visible digital marketing influences is ______.
use of celebrity endorsements
Paid stories, sponsorship, paid display advertising, and paid search are all examples of (invisible, visible) ______ marketing influences.
visible
When it comes to digital purchasing, marketers can influence consumer behavior in ______ ways, such as a paid search, and ______ ways, such as cookies.
visible; invisible
Although traditional retailers initially felt threatened by consumers' ability to comparison shop on social media, now they are adapting by using social media to gain an advantage over their competitors, specifically by observing ______ similar items.
what their competitors are charging for
In terms of the concept of place in the marketing mix, social media benefit consumers by giving them the opportunity to shop no matter ______ and by helping marketers ______ their stores.
where they are; improve traffic at
What is the first step of developing a social media marketing campaign?
1. set a goal
What is true of all paid stories, sponsorship, paid display advertising, and paid searches?
They involve paying money to an outside company
What is one common trait of invisible marketing influences?
They track information connected with individual consumers.
Drag each characteristic to the correct type of media.
Traditional media - Provide little direct feedback from consumers - Are static - Have a mass audience Social media - Are customizable - Provide instant feedback from consumers - Allow for two-way communication
Which of the following is a social media platform?
Levar stayed at a bed-and-breakfast and rated it a 9 out of 10 on a social media site. This is an example of ______.
a consumer review
Social media influencers are consumers who have ______ on social media, as well as ______ within a particular market segment.
a large following; credibility
Kaspar's job is to create content for the social media pages of different companies. He most likely works as ______.
a writer
Alice wants to suggest a new flavor to the company that makes her favorite brand of hummus. She can do this via ______. Alice also likes to be able to receive real-time alerts when that brand of hummus is on sale at whatever grocery store she happens to be shopping in. She can do this via ______.
both social media and mobile technology; mobile technology only
The percentage of visitors who enter a website and then quickly leave is known as the ______ rate.
bounce
The fact that social media content is customizable means that users ______.
can choose the particular images and messages they want to view and interact with
Geotargeting apps, loyalty program apps, mobile payment apps, scheduling apps, and information apps are all examples of ______.
company-specific apps
Popular for people who are looking to buy or sell merchandise in a local area, Facebook Marketplace is regarded as a service. Facebook Marketplace is in the business of _____, and its product is the _____ used to facilitate this interaction.
connecting people; social media app
People's choices regarding what movies to view are heavily influenced by ______.
consumer reviews
Joey has learned that about 5 percent of people who click on her social media ads actually buy one of her products. This is known as _____ the rate.
conversion
The percentage of users who take a desired action, such as making a purchase, is known as the ______ rate.
conversion
Small data files stored on websites that can generate a user profile about a consumer are referred to as ______
cookies
The use of _______ synching allows companies to embed a special file on people's computers and follow them as they move through various websites.
cookies
Social media are ______ because consumers are able to choose the specific content they wish to interact with or view. What one consumer views at any given time is not going to be the same thing that someone else views at the same time. An example of this is when someone ______.
customizable; comments on a Facebook post
Danny is a marketer who is using Tweriod to determine the best time of day to reach the largest online audience. To determine the peak times when people are talking about his brand, Danny should check the ______.
dashboard
Inbound marketing is one of the four major forms of ______.
digital marketing
Banners and YouTube videos that generate awareness and drive traffic to a website are forms of paid ______.
display advertising
Consumer _____ consists of different ways that customers can report their satisfaction or dissatisfaction with a firm's products.
feedback
In a marketing campaign, a ceramic company decides to sell 50,000 more bowls next year. In order to do this, the company will increase sales staff by one person within the next month and send representatives to three more craft shows. In this example, selling 50,000 more bowls next year is a(n) ______.
goal
Each of a company's _____ comes with its own set of objectives that can be measured to make sure that consistent progress is being made.
goals
A company's ______ describe what it is trying to achieve through a social media marketing campaign, whereas a set of ______ identifies the measurable steps necessary to achieve them.
goals; objectives
Companies use ______, such as webinars or follow-up e-mails, to encourage consumers to visit the company's website without forcing the interaction.
inbound marketing
Cookies, geotracking, and bots are all examples of ______ marketing influences.
invisible
For marketers, consumer feedback is represented by the ______ of chatter.
level
A digital ______ is where a variety of sellers stock their goods so that when users click on an item, they are directed to a number of options for purchase, each with different prices and terms, such as free or expedited delivery.
mall
Etsy.com is an example of an online retailer that is made up of small, independent sellers, known collectively as a digital ______.
marketplaces
The set of practices that enable organizations to communicate and engage with their audience through any mobile device or network is referred to as ______ marketing.
mobile
When a company's campaign goes viral or uses native advertising, it is an example of social media intersecting with the ______ element of the marketing mix.
promotional
Drag each description to the correct form of digital marketing. - Inbound Marketing - Search engine optimization - E-mail marketing - Social media marketing
- Inbound Marketing: A digital marketing form that uses e-mail, webinars, and blogs to entice consumers to seek a firm's products without forcing the interaction - Search engine optimization: A process that focuses on attracting web traffic to a firm's website from organic or free search engine results - E-mail marketing: A cost-effective and convenient marketing method used to retain, nurture, and attract new customers - Social media marketing: Marketing activities that communicate mass and personalized product and brand messages through social networks and applications
Drag each example to the type of digital marketing it represents. - Inbound marketing - Search engine optimization (SEO) - E-mail marketing - Social media marketing
- Inbound marketing: A software company hosts frequent webinars to showcase the features of its software. - Search engine optimization (SEO): When users type "handmade drums" into Google, Victoria's Drum Company is always the first result to appear in the list. - E-mail marketing: Cody sends messages directly to individual customers each time his company updates a product. - Social media marketing: Katcha posts upcoming events for her campground on her Facebook account to draw in more campers.
Select all of the true statements about the relationship between social media and mobile marketing.
- Mobile technology makes it easier for customers to make educated last-minute decisions on where to eat. - The feedback from mobile marketing usually occurs more quickly than from social media. - They often both use the same social media platform.
Select all of the true statements about the Digital Advertising Alliance (DAA).
- No companies are required to belong to the DAA or follow its guidelines. - The DAA has set up guidelines for member companies regarding consumer privacy. - Marketers have tried to avoid federal regulations regarding consumer privacy by self-regulating through the DAA.
Select all of the elements of the marketing mix that are relevant to social media.
- Place - Promotion - Price - Product
Consumers who engage in one-time shopping may exhibit a number of different behaviors at the same time. Select all of the behaviors they may exhibit.
- Product-focused shopping - Bargain hunting - Browsing - Researching
Select all of the scenarios that represent typical interactions via social media between a consumer and a company.
- Sadiq's Facebook newsfeed features a display advertisement for student discounts on subscriptions to the Boston Globe. - Sue sends a tweet to A1 Aviation Airline to complain about the long delay for her flight. - Rose sees an advertisement for snow boots at the top of an outdoor adventure website, clicks on the link, and makes a purchase. - Bakari listens to a political podcast and hears the host read advertising copy for one of the podcast's sponsors.
Select all of the actions you need to take before you can create content for a social media marketing campaign.
- Select the correct combination of social media platforms. - Determine the target audience. - Set a goal.
Select all of the factors marketers should take into account when selecting paid social media.
- Social media friends - Likes and interests - Social media content visited
Select all of the features of social and mobile apps that are changing how consumers pay for products.
- The storage of credit card information - The ability to split cost of a product between people - Direct payment of products
Coca-Cola's #ShareACoke campaign routinely ranks among the top trending topics on social media. Select all of the statements that are true about the campaign.
- The volume of chatter regarding the product and campaign is high. - The company is pursuing an effective social media marketing campaign.
Select all of the factors that have had a significant influence on how marketers promote their products and brands.
- The widespread availability of social media - The rise of new digital technologies - The rapid growth of the digital marketplace
Select all of the characteristics of good social media objectives.
- They are specific, measurable, and realistic. - They are in line with the overall goal.
Select all of the characteristics of social media platforms.
- They are website-based media channels. - They facilitate communication and connection.
Select all of the formats that are considered social media.
- Website comments - Online forums - Online panels - Blogs - Online reviews
Select all of the choices that correctly complete the following sentence: One of the problems marketers have with setting objectives for social media marketing campaigns is that it can be difficult to measure the relationship between users' ______ and actual profits for the company.
- shares - likes
Drag each set of characteristics to the correct type of digital buying behavior.
Product-focused shopping: This type of shopping might include regularly repurchased household staples such as paper towels and shampoo. Browsing: Consumers tend to fill shopping carts that they later abandon, although some may reactivate those carts at a later date. Researching: This type of shopping is deliberate and will result in a purchase either online or offline. Bargain hunting: This type of shopping is often combined with browsing and may or may not lead to a purchase. One-time shopping: Consumers are shopping for a gift or using a gift card and will typically not return to the shop once the purchase is made.
Which primary form of digital marketing involves using keywords or phrases to increase a website's search ranking and increase the quantity and quality of traffic to that website?
Search engine optimization (SEO
Which description exemplifies a social media influencer?
The host of a popular YouTube channel devoted to health and beauty evaluates various new beauty products for her viewers.
The app for the grocery retail chain Whole Foods informs consumers when they are near one of their stores and even detects when they are visiting a competitor's store, at which point it sends them messages to lure them back to Whole Foods. This illustrates the concept of ______ in the marketing mix.
place
A website-based media channel that enables communication and connection is known as a social media ______.
platform
Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the element of the marketing mix.
product
The ability of social media to connect people who need a particular service with people who are able to offer that service relates to the concept of ______ in the marketing mix.
product
The use of social media to educate consumers is most closely related to the concept of ______ in the marketing mix.
promotion