Chapter 3

___measure the number of times a website page is seen by any visitor.

page views

Media that is purchased so that messages can be sent through channels that are controlled by others is called

paid media

Influencer marketing

paid media strategy that uses seeds to deliver retailer messages to a target audience.

What are the three types of digital retailing based on the types of media used in online, mobile, and social channels?

paid, owned, and earned

When deciding on contextual elements, you should identify your

target market(s).

What is the content of digital retailing?

text, graphic, video and audio are all engaging.

What are core goals of digital retailing?

there can be multiple with interactive websites, to have them engaged and ease of information

Ling is engaged in crowdsourcing. In what is she most interested?

users' ideas

What is an example of a contextual element?

website font

Connection in digital marketing

websites and social media helps customers feel connection of a brand.

What was the estimated percentage of e-commerce done via mobile channels in the United States by 2021?

54%

To gain the business of people who use mobile devices, a digital retailer typically strives to do which of the following? A. be available when and where consumers want B. extend hours of operation to 12 hours a day C. develop websites for desktop browsers D. conduct most of their business through toll-free phone numbers

A

Digital retailers make use of which of the following to leverage today's mobile and social retailing environment? A. a mobile app B. a company-owned and operated website C. a presence on all the major social platforms D. a flagship brick-and-mortar store in major cities

A,B,C

How do digital retailers typically use social media for retailing? A. to provide content that people will begin sharing B. to monitor feedback from customers and potential customers C. to engage customers D. to post complaints that the retailer has received through other channels

A,B,C

Positive messages about a retailer in earned media are particularly valuable because they are perceived as which of the following? A. credible B. authentic C. trustworthy D. under company control

A,B,C

What are quick reactions that companies can adopt in response to what they learn by listening to consumers through social media and digital retailing? A. a new advertising campaign B. a company merger C. a product rollout D. a coupon to appease a dissatisfied customer

A,B,C

Which of the following are core goals of digital retailing? A.to educate users about products B.to encourage users to engage with content C.to persuade users to make a purchase D.to maximize advertising revenue per click

A,B,C

Which of the following are examples of technologies that allow communication with customers? A. live chat B. email C. instant messaging D. Search engine marketing (SEM)

A,B,C

Which the following platforms are among the top five major online facilitators of social media? A. Twitter B. Facebook C. Yahoo! D. Pinterest E. YouTube

A,B,D,E

What are three approaches taken by digital retailers to gain business specifically from users of mobile devices? A. designing websites to be mobile friendly B. developing search engine optimization C. building mobile apps D. leveraging locational technologies

A,C,D

What are ways in which retailers can enhance commerce on digital platforms? A. creating urgency through time-limited promotions B. limiting sales to regional localities C. including a feature to buy an item using a single click D. using easy-to-process website designs

A,C,D

What is an effective way for digital marketers to use content?

Align the content to suit the target market specifically.

Website design, blogging, and mobile apps are prominent activities associated with which of the following? A. Sales promotions B. Digital marketing C. product reviews D. traditional mass media

B

Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful? A. Revamping the look and feel of the webstie B. improving the use of keywords in website content C. adding an instant messaging function D. Reducing the number of blogs on the website

C

What is an example of contextual element? A. Customer testimonials B. Buy buttons C. website font D. Live Chat

C

Which compent of the 7C's of digital retailing comprises text, graphics, videos and audio?

Content

What are the 7C of digital retialing?

Core goals, contextual elements, content, community, communication, commerce, and connection

The marketing strategy that uses popular opinion leaders and other "seeds" on social media to reach a targeted audience is called __ marketing

Influencer

What is the communication in digital retailing?

Make sure their content is clear, helpful, and meaningful.

WHen brands decide how much to offer influencers to carry their messages, they use he 4R's:

Relevance, reach, responses, and returns

Commerce in digital retailing

THe area they buy items from, making it easy to buy with a variety of options.

T/F: Core goals from the basis of a digital retailing strategy

True

When website visitors leave the site almost as soon as they arrive, perhaps after viewing just one page, the marketing manager will be concerned with the

bounce rate

What shows how users move through, or navigate, the pages of a website?

click paths

What is community of digital marketing?

creating a sense of community by interacting with posts, comments, reviews etc.

Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as

crowdsourcing

What is the context elements in digital retialing?

design and navigation

The term for all online marketing activities, including social media and mobile marketing, is

digital marketing

A concept that enforces the connection element in digital retailing is

engagement

Lordis wants to improve the element of connection on her firm's website. What would be most helpful to her?

features that allow customers to post reviews

The flow by which consumers visit a website, find an item to buy, and eventually make a purchase is called the e-commerce purchase

funnel