Digital Marketing

privacy and honesty

2 potential ethical and legal issues related to social media marketing

consumer reviews, chatter, influencers

3 forms of consumer feedback with social media

cookies, geotracking, bots

3 invisible marketing influences

chatter, viral campaign, native advertising

3 ways social media can help spread a marketer's promotional messages

it allows for more instantaneous feedback, it makes it easier for customers to make educated and last-minute decisions, it allows for location-based advertising

3 ways that mobile marketing differs from social media

ease in navigation, quick load time, mobile friendly, customer service tools

4 elements of excellent web design

inbound marketing, search engine optimization (SEO), email marketing, social media marketing

4 primary forms of digital marketing

1. Set a goal 2. Select the correct combination of social media platforms 3. Create marketing content 4. Monitor the campaign

4 steps of a social media marketing campaign

digital malls, digital marketplaces, auction sites, buying club sites

4 types of digital sellers

paid search, paid stories, paid display advertising, sponsorship

4 visible marketing influences

customizable, provide instant feedback from consumers, allow for two-way communication, flexible and easily changeable and not static, allow campaigns to be targeted to a specific audience

5 characteristics of social media (vs. traditional media)

not usually customizable, provide little direct feedback from consumers, allow for one-way communication, static and note easily changeable, transmit campaigns beyond the target audience

5 characteristics of traditional media (vs. social media)

product-focused shopping, browsing, researching, bargain hunting, one-time shopping

5 distinct categories of online purchasing behavior

geotargeting, loyalty programs, mobile payments, scheduling, information

5 mobile functions that company-specific apps may offer in mobile marketing

creating value for consumers online, understanding consumers' behavior online, identifying new digital opportunities through ongoing research, keeping real-time data at the heart of digital marketing, regulating digital marketing

5 ways that data informs digital marketing strategies

social media strategist/marketing manager/specialist, online community manager, influencer relations employee, social media analysis/designers, writers, social media developer

6 types of social media marketing jobs

company-distributed materials, a campaign "going viral"

Chatter often spreads __________________, which is known as __________________

based on which will most appeal to their target audience

How do marketers choose which apps to use and what delivery platforms are most efficient?

visible and invisible ways

How do marketers influence consumers' behavior when it comes to online purchasing?

by providing clear guidelines about what employees can and cannot post to social media on behalf of the company

How do most companies try to avoid ethical social media problems regarding honesty?

by connecting people who need a service with people who are able to offer that service

How does social media and mobile technology relate to the product marketing mix element?

users can share their experiences about products with other users and send messages directly to brands

How does social media being interactive provide valuable feedback for marketers?

direct payment of products, the ability to split product costs, the ability to store credit card information

How has social and mobile apps changed the way consumers pay for products? (3)

it is paid advertisement for a company, a blog, social media post, newsfeed story

Native advertising is somewhat controversial because _________________ but can take the look of _______________, ____________, or _______________

videos, clickable links, quizzes

Various formats are used in social media marketing that provide value to the firm (3)

provide feedback and interact with companies

What do both social media and mobile marketing allow consumers to do?

integrating social media into the marketing mix

What does setting a goal in a social media marketing campaign involve?

interaction with the company, interaction with other consumers, content creation

What is enabled through social media and customer interaction? (3)

bounce rates, click paths, conversion rates

What metrics do companies use to measure the success of a social media marketing campaign? (3)

Where is our target audience spending their time on social media? What type of content do we want to create within the campaign? What social media channels are our competitors using?

What questions do marketers ask when selecting a social media platform? (3)

level of chatter

What represents consumer feedback for marketers in regards to social media?

dashboard

a central location where all social media activity can be easily monitored

social media marketing campaign

a coordinated marketing effort to advance marketing goals using one or more social media platforms

email marketing

a cost-effective form of digital marketing used to retain, nurture, or attract a new customer base

digital marketplace

a digital retail site made up of small, independent sellers

buying club site

a digital retail site that allows consumers to buy in bulk

auction site

a digital retail site that lists goods from individuals or firms that can be purchased through a bidding process or directly through a purchase now feature

digital mall

a digital retail site where a variety of sellers stock their goods

consumer review

a direct assessment of a product that is expressed through social media for others to see and consider

sentiment analysis

a measurement that indicates whether people are reacting favorably or unfavorably to products or marketing efforts

click paths

a sequence of hyperlink clicks that a website visitor follows on a given site, recorded and reviewed in the order the consumer viewed each page after clicking on the hyperlink

mobile marketing

a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network

bots

a software application that runs automated tasks over the Internet; they look for keywords and then automatically send consumers related information via email or online ads

Digital Advertising Alliance (DAA)

a voluntary association of companies that has guidelines regarding consumer privacy

social media platform

a website-based media channel used to facilitate communication and connection

paid stories

ads that appear as content designed to look like stories to the viewer

scheduling apps

allow service companies such as hair salons, gyms, and restaurants a convenient way for their customers to make appointments or manage reoccurring services

cookie synching

allows data files to embed in a person's computer and follow that person as they move through various websites

social media influencers

consumers who have a large following and credibility within a certain market segment

cookies

data files stored on websites that can generate a profile or other data about consumers

goals

describe what a company is trying to achieve through its social media marketing campaign

consumer feedback

different ways that customers can report their satisfaction or dissatisfaction with a firm's products

bargain hunting

digital purchasing behavior that involves coupon or auction sites; often combined with other behavior and may or may not lead to a purchase

product-focused shopping

digital purchasing behavior that involves replacing an existing product or purchasing a product that has been pre-chosen

one-time shopping

digital purchasing behavior that may combine all behaviors at the same time; consumers are shopping for a gift or using a gift card and won't return to the shop once the purchase is made

browsing

digital purchasing behavior wherein the consumer is not really looking to make a purchase; has no expected outcome

researching

digital purchasing behavior wherein the consumer is purchasing a product for the first time; more deliberate and will likely result in a purchase either online or offline

social media

electronic, two-way communication that allows users to share information, content, ideas, and messages to create a customizable experience

sponsorship

firms that often sponsor YouTube or Instagram celebrities who in turn endorse the firms' products; online influencers are often compensated in multiple ways for their endorsements

chatter

form of consumer feedback that occurs when a consumer shares, forwards, or retweets a marketing message

inbound marketing

form of digital marketing that utilizes such tools as blogs, webinars, or follow-up emails to entice consumers to a product or service offer without forcing an interaction or a purchase

native advertising

form of promotion that integrates a marketer's advertising message into the content and look of a website or other platform

paid display advertising

includes everything from banner ads to YouTube video advertising; ads that generate awareness as well as (hopefully) drive traffic to a website

customer service tools

involving web design - companies can offer superior customer service such as online chat features and the ability to try clothes on a virtual model

mobile friendly

involving web design - important that sites are designed with the fact that more people use their phones than computers now in mind

quick load time

involving web design - users expect a seamless browsing experience, so sites must load image and content fast

ease in navigation

involving web design - users must be able to find what they are looking for in as few clicks as possible

price

marketing mix element affected by social media making it easier for consumers to compare products and businesses to stay competitive

product

marketing mix element involving social media and mobile technology being used together as a means to deliver

promotion

marketing mix element involving social media offering a powerful way to educate consumers about marketers' messages, both online and in-store

place

marketing mix element that social media is integral to by being with consumers wherever they go

traditional social media platforms (Facebook and Twitter)

mobile apps that reach a broad audience across a variety of mobile apps and WiFi-based website technologies

paid search

online advertising in which a company pays to be a sponsored result of a customer's web search

digital marketing

online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms to build or promote a company's marketing message

showrooming

practice in which consumers examine merchandise in a retail store and then look for cheaper prices online

viral campaign

promotional messages spready quickly by social media users forwarding them throughout their social networks

writers

social media marketing career that creates content for the company

online community manager

social media marketing career that deals directly with online communities and customers and represents the company to the online world

social media developer

social media marketing career that uses background in programming to build and maintain the company's website

influencer relations employee

social media marketing career that works with influencers to build and maintain relationships with content creators, YouTubers, bloggers, and other people influential to consumers

social media strategist, marketing manager, or specialist

social media marketing careers responsible for the overall success of the company's social media efforts; develops social media marketing plans, manages staff, and reports on efforts to the rest of the company

social media analysts and social media designers

social media marketing careers that apply backgrounds in analytics or graphic design to the company's social media efforts

geotargeting

technology that allows firms to know when customers with their apps are physically near their stores, used to push marketing messages to consumers within a store's vicinity in an effort to entice them to it

content

the information, images, videos, and any other delivery method of the marketer's social media message

objectives

the measurable steps required to achieve the goals of a social media marketing campaign

social media marketing

the most popular form of digital marketing that utilizes online social networks and apps as a method to communicate mass and personalized messages about brands and products

conversion rate

the percentage of users who take a desired action, such as making a purchase

bounce rate

the percentage of visitors who enter a website and then quickly depart rather than continuing to view other pages within the same site

search engine optimization / SEO

the process of driving traffic to a company's website from "free" or "organic" search results using search engines

geotracking

use of a consumer's geographic location to determine what goods will come up in a search and at what price