Chapter 14
Which of the following statements is correct regarding sellers and their use of digital marketing?
Sellers have opportunities to engage in real-time marketing.
________ platforms like TaskRabbit support social communities that link service providers and consumers.
Service networking
A(n) ________ is a social online network of individuals who share a tightly focused interest.
nichework
________ involves the use of technology-intensive platforms such as the internet, mobile networks and devices, and social media to engage directly with carefully targeted individual consumers, consumer communities, and businesses.
Digital marketing
__________ is perhaps the biggest advantage of social media.
Engagement and social sharing capabilities
Cookies that track what consumers do in the digital space and apps that track the real-time locations of consumers have raised concerns about which public policy issue?
Invasion of privacy
__________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
Which of the following statements about blogs is correct?
Many marketers now use influencer blogs.
Which is an action taken to address consumer privacy issues?
The General Data Protection Regulation
Which of the following is related to antitrust concerns?
The size and dominance of companies like Amazon, Apple, and Google
What is the definition of consumer omni-channel navigation behavior?
The buyer's use of multiple marketing channels, both digital and nondigital, across stages of the consumer buying decision process
What event or circumstance has made mobile marketing a must for most brands?
Widespread surge in mobile devices and traffic
Organic search results ________.
are selected and ranked by algorithms as most useful and relevant to the search term and searcher
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase.
brand community
Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign are known as ________.
digital personas
Email marketing ________.
is an important business-to-business tool
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ________ website.
marketing
Programmatic digital display ad spending now accounts for ________ percent of digital display advertising across all digital platforms.
more than 88
Total digital advertising spending now makes up ________ of all U.S. advertising spending.
over half
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ________.
phishing
Consumer digital personas ________.
should be developed for each targeted segment
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______.
viral marketing
________ means sending email pitches only to customers who "opt in."
Permission-based email marketing
The benefits of digital marketing for buyers are that they are ________.
easy, convenient, and private