SmartBook Chapter 3: Digital Marketing: Online, Social, and Mobile

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

A call-to-action button

What are the three stages of the social media engagement process? (Select all that apply.)

Analyze Do Listen

What includes "freemium" and "paid" types?

App pricing models

The social-media equivalent of a personal journal or diary is called a(n) ______.

Blog

Which of the following are critical elements of the 7C framework for online marketing? (Select all that apply.)

Commerce Communication Content

Social media marketing is used by marketers to accomplish what? (Select all that apply.)

Communicate the value proposition of the brand. Remind buyers about the brand and its benefits.

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?

Content

7C Marketing Framework

Core Goals Context Elements Content Community Communication Commerce Connection

What is the first step in the 7C framework?

Core goals

What type of online channel is most relevant to the goal of helping consumers experience a product or service?

Ecommerce channels

To which of the 4Es is connection most closely related?

Enagement

In the 4E framework for social media, when attempting to ______ the customer, a firm encourages the customer to offer feedback.

Engage

What are fundamental components of the timeliness effect in social media engagement?

Engaging the customer at the right time and place

True or false: The only way to experience a product or service for sale is to actually purchase it.

False

______ are the total requests for a page for the initial approach.

Hits

What type of online channel is most relevant to the goal of educating consumers?

Informational blogs

What is the first stage of the social media engagement process?

Listen

What are examples of technologies that allow communication with customers? (Select all that apply.)

Microblogging Live chat Instant messaging

What are reasons why mobile marketing is increasingly important for marketers? (Select all that apply.)

Mobile app downloads are growing. Consumers spend billions of dollars using apps. The majority of people who own smartphones make purchases on these devices.

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

Narrow the content to suit the target market specifically.

What are components of the Wheel of Social Media Engagement? (Select all that apply.)

Network Information Dynamic

What technologies allow marketers opportunities to listen to their customers? (Select all that apply.)

Opinion polls Review sites Social networks

______ measure the number of times a website page is seen by any site visitor.

Page views

What best characterizes consumers' buying habits?

Somewhat dependent on context

What are fundamental components of the dynamic effect in social media engagement? (Select all that apply.)

The way in which people's interests and participation in online groups change over time An active back-and-forth exchange that promotes further interaction

What best characterizes the buying habits of the most loyal customers?

They generally use multiple channels to make purchases.

What is the basic goal of any website?

To convince users to engage with content

True or false: Education, the second E of the 4E framework, includes reminding people what they already know.

True

True or false: The first C of the 7C Online Marketing Framework is "core goals."

True

Which statements about mobile marketing are true? (Select all that apply.)

U.S. mobile downloads and in-app revenues are in the billions of dollars. Most downloaded apps are free. A majority of people in the United States who have smartphones use them to make purchases.

What is the best definition of dynamic in the term dynamic effect?

Vibrant and constantly changing

What is not a pricing model for apps?

Volume pricing

Sal wants to create a vivid and engaging experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be most useful to him?

YouTube videos

When deciding on contextual elements, it is useful to identify which of the following?

Your target market(s)

The final step in the social media engagement process is known as the ______ stage.

do

What is at the center of the Wheel of Social Media Engagement?

engagement

A travel company launches a new app that makes the process of booking your next vacation into a game. This is best categorized as using social media to ______ the customer.

excite

Engagement with the customer is designed to ______.

foster loyalty

After firms analyze the data they have accumulated, they must ______.

implement what they have learned

Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as ________ media.

social

The ability to engage with the customer at the right place and time is known as the _______ effect.

timeliness

What is an example of a contextual element?

website layout

Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful?

Adding an instant messaging function

What is the best definition of a blog?

An online journal enabling people to share their thoughts