Chapter 10: Digital Marketing and Social Networking
Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through iTunes and receive new content automatically. Lore is most likely a
podcast
Due to increasing consumer demand, many television networks are creating ____ of their shows.
podcasts
A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.
popular blog
Sam's Club has developed a website that allows employees to create a profile and connect with coworkers for the purpose of getting acquainted and building a work-related network. This is an example of a
social network.
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.
social networking
Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.
spectator
Of the online user segments in the Social Technographics Profile, the largest group in most countries is
spectators.
Digital media have created opportunities for companies to
target specific markets.
Two trends that have caused consumer-generated information to gain importance are
the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
One trend that has caused consumer-generated information to gain importance is
the increase of consumers using digital media to publicize their own product reviews.
Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.
their information searches
Sven got permission to install Microsoft Office on one computer. However, he ended up copying the software so he could install it on all the computers in the office. This is an example of online fraud.
False
The Facebook audience is large, but it has yet to surpass the audience of a popular television network.
False
The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false.
False
Traditional advertising is unlimited in terms of interactivity.
False
Traditional marketing media are more consumer-driven than digital media.
False
Twitter is useful for communications between friends, but not for communications between businesses and customers.
False
While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.
False
Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers?
Federal Trade Commission
Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products.
Flickr
What appears to be a major fear with mobile payment systems such as Apple Pay?
Hacking attack
____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.
Podcasts
Which of the following characteristics distinguish online media from traditional marketing?
Addressability, interactivity, accessibility, connectivity, and control
Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services?
Any sized company
So far, social networking has gained popularity only in the United States.
False
Social networking sites are useful for large business, but are not financially feasible for small businesses.
False
Which of the following describes the pull dynamic of distribution using digital media?
A woman uses her iPhone app to locate the nearest Starbucks.
____ are web-based journals in which writers can editorialize and interact with other Internet users.
Blogs
____ are people who gather information and organize content generated by critics and creators.
Collectors
____ usually constitute a smaller part of the online population than the other groups.
Collectors
Refer to Scenario 10.1. The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?
Connectivity
____ involves the use of digital networks to provide linkages between information providers and users.
Connectivity
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
Control
____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.
Creators
____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.
Digital marketing
____ are more consumer-driven than traditional media.
Digital media
Describe the opportunities that have evolved in marketing due to the use of digital media.
Digitalmediaareelectronicmediathatfunctionusingdigitalcodes—whenwerefertodigitalmedia,we are referring to media available via computers, mobile devices, and other digital devices that have been released in recent years. Marketers can use a number of digital media sites, including YouTube, Facebook, Pinterest, and Flickr, to promote products and create company awareness. The phenomenal growth of the Internet has provided unprecedented opportunities for marketers to forge interactive relationships with consumers. Digital media have made it possible to target markets more precisely and reach markets that were previously inaccessible. One of the most important benefits of e-marketing is the ability of marketers and customers to share information. Today's marketers can use the Internet to form relationships with a variety of stakeholders, including customers, employees, and suppliers.
Instacart is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Consumers can use the app to contact independent contractors, who will travel to grocery stores and pick up groceries. They will then travel to the consumers' homes to deliver the groceries. Groceries are often marked up to account for the delivery, and customers often pay the drivers tips. However, they receive the benefit of not having to worry about grocery shopping. This service capitalizes on which variable of the e-marketing mix?
Distribution
Which of the following statements is true regarding digital marketing?
E-marketing includes digital outdoor signs or displays.
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
Electronic marketing
Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?
Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.
False
An accessible channel means the marketer knows who the customer is and can specifically address that person.
False
Anyone who becomes a member of social networking sites is a Collector.
False
Before posting information on a blog, the blogger must make certain that the information is accurate.
False
Commentators are people who comment on blogs or post ratings and reviews.
False
Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard.
False
Creators constitute a smaller part of the online population than the other groups.
False
Creators gather information and organize content generated by critics and others.
False
Digital media channels have all the benefits of a brick-and-mortar store and are therefore growing in popularity.
False
Digital media refers to a marketing strategy that engages in the strategic process of distributing, promoting, and pricing products, and discovering consumer desires through social networks.
False
Digital media refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of Internet customers using digital marketing.
False
Discussion forums are not very popular with the online population.
False
E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.
False
General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.
False
Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
False
It is unusual for consumers to be members of several social networking sites at once.
False
Joiners are those consumers who read what other consumers write, but do not produce any content themselves.
False
Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems.
False
Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information.
False
Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars.
False
Positive and negative online reviews act as reputation enhancers.
False
Real businesses can have a store in a virtual reality environment, but they must use a fictional name.
False
Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?
He treated digital marketing like a traditional marketing channel.
____ are online users who do not participate in any digital online media.
Inactives
Explain the concept push-pull when referring to digital marketing as a new distribution channel.
Inapush-pulldynamic,thefirmthatprovidesaproductwillpushtogetthatproductinfrontofthe consumer, while at the same time connectivity aids those channel members who desire to find each other. This is the pull side of the dynamic. On the other hand, a blog or Twitter feed can help a marketer communicate the availability of products and how and when they can be purchased. This process can help push products through the marketing channel to consumers or enable customers to pull products through the marketing channel.
____ is a popular mobile photo-sharing site.
The Internet makes it possible for the marketer to communicate with consumers more effectively and more consistently at a lower cost than previously possible. Moreover, the Internet has made it possible for marketers to reach new markets and to target existing markets more precisely. Digital media is the foundation of the marketer's newfound power via the Internet. Digital media-based marketing is different than traditional marketing in a number of ways. More specifically, digital media marketing differs from traditional marketing in which of the following ways?
Interactivity
____ allows customers to express their needs and wants directly to a company in response to its marketing communications.
Interactivity
_____________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.
Intellectual property
Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook?
Marketers should establish a Facebook page.
The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?
Most traditional promotions can be enhanced by using digital media.
____ includes any attempt to intentionally conduct dishonest activities online.
Online fraud
Explain how consumer-generated content on digital media can be useful to marketers.
Positive customer feedback is free publicity that often helps the company more than corporate messages do. Since consumer-generated content appears more authentic than corporate messages, it can go far in increasing a company's credibility.
____ are free online publicity that helps the company.
Positive customer reviews
Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the Western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?
Post its own promotional messages on blogs and websites.
____ relates to perceptions of value and is the most flexible element of the marketing mix.
Pricing
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Tom maintains a popular blog that highlights restaurants in the Chicago area. Tom provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tom could help it in promoting its new location. Not only does Tom have a lot of people following his blog posts, but the restaurant knows that Tom is highly trusted. What is the best way for the restaurant to make use of Tom's influence in its promotional strategy?
Send Tom a press release describing the new location.
Explain the ethical issues associated with digital media.
Someoftheethicalissuesassociatedwithdigitalmediaarepersonalprivacy,fraud,andmisappropriation of copyrighted intellectual property. Privacy: One of the most significant privacy issues involves the use of personal information that companies collect from website visitors in their efforts to foster long-term relationships with customers. Some people fear that the collection of personal information from website users may violate users' privacy, especially when it is done without their knowledge. Hackers may break into websites and steal users' personal information, enabling them to commit identity theft. Online Fraud: Online fraud includes any attempt to conduct dishonest activities online. Online fraud includes, among other things, attempts to deceive consumers into releasing personal information. Intellectual Property: The Internet has also created issues associated with intellectual property, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others. The software industry is particularly hard-hit when it comes to the pirating of materials and illegal file sharing. Consumers view illegal downloading in different ways, depending on the motivation for the behavior. If the motivation is primarily utilitarian, or for personal gain, then the act is viewed as less ethically acceptable than if it is for a hedonistic reason, or just for fun.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.
The types of digital media and technologies that are available for the marketer to use in reaching consumers are social networking sites, blogs, wikis, media-sharing sites, virtual gaming and reality sites, mobile devices, applications, and widgets.
Describe the seven segments included in the Social Technographics Profile.
TheSocialTechnographicsProfile,developedinpartbyForresterResearch,groupstheonline community into seven segments according to how they interact with new digital media. It is important to note that these segments overlap; many online consumers may belong to multiple segments simultaneously. Creators are those consumers who create their own media outlets, such as blogs, podcasts, consumer- generated videos, and wikis. Conversationalists regularly update their Twitter feeds or status updates on social networking sites. Although they are less involved than creators, conversationalists spend time at least once a week (and often more) on digital media sites posting updates. The third category is critics. Critics are people who comment on blogs or post ratings and reviews. Collectors are perhaps the least recognized group of the seven. Collectors gather information and organize content generated by critics and creators. Another Technographic segment, known as joiners, is growing dramatically. Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a joiner. Inactives are online users who do not participate in any digital online media, but as more and more people begin to use computers as a resource, this number is dwindling. Spectators are those consumers who read what other consumers produce but do not create any content themselves.
Define the characteristics that distinguish e-marketing from traditional marketing.
Thecharacteristicsthatdistinguishe-marketingfromtraditionalmarketingareasfollows: Addressability: the ability of the marketer to identify customers before they make a purchase. Interactivity: the ability of customers to express their needs and wants directly to the firm in response to its marketing communications. Accessibility: the ability for marketers to obtain digital information. Connectivity: the ability for consumers to be connected with marketers along with other consumers. Control: the customer's ability to regulate the information they view as well as the rate and exposure to that information.
Explain how digital marketing can help increase the efficiency of a company's distribution process.
Theroleofdistributionistomakeproductsavailableattherighttime,attherightplace,andintheright quantities. Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. The ability to process orders electronically and increase the speed of communications via the Internet reduces inefficiencies, costs, and redundancies while increasing speed throughout the marketing channel. Shipping times and costs have become an important consideration in attracting consumers, prompting many companies to offer consumers low shipping costs or next-day delivery.
Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest?
Refer to Scenario 10.2. Politicians could use _____, the ultimate type of social media for reaching those potential voters who want to stay connected to the latest information.
How have digital media and social networking changed the consumer's buying behavior?
Today'ssocialnetworksofferamultitudeofconsumerbenefits,includingmusicdownloads,apps, forums, and games. Marketers are thereby using these sites and their popularity with consumers to promote products, handle questions and complaints, and provide information to assist customers in buying decisions. Consumers now have a greater ability to regulate the information that they view as well as the rate and sequence of their exposure to that information. The Internet is sometimes referred to as a pull medium because users determine which websites they are going to view; the marketer has only limited ability to control the content to which users are exposed, and in what sequence. Today, blogs, wikis, podcasts, and ratings are used to publicize, praise, or challenge companies. Digital media require marketers to approach their jobs differently compared to traditional marketing. However, most companies in the United States do not routinely monitor consumers' postings to online social networking sites. In many cases, this represents a missed opportunity to gather information. On the other hand, some companies are using the power of the consumer to their advantage. While negative ratings and reviews are damaging to a company, positive customer feedback is free publicity that often helps the company more than corporate messages do. Because consumer-generated content appears more authentic than corporate messages, it can go far in increasing a company's credibility. Additionally, while consumers can use digital media to access more information, marketers can also use the same sites to get information on the consumer—often more information than could be garnered through traditional marketing venues. They can examine how consumers are using the Internet to target marketing messages to their audience. Finally, marketers are also using the Internet to track the success of their online marketing campaigns, creating an entirely new way of gathering marketing research.
A great benefit of social networking is the ability it gives marketers to reach out to new markets.
True
A new trend in video marketing is the use of amateur filmmakers.
True
A smart watch is an example of a type of digital media channel.
True
Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews.
True
Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.
True
As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely.
True
Attempts to deceive consumers into releasing personal information online are referred to as online fraud.
True
Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog's content is factually accurate.
True
Collectors gather information and organize content generated by critics and others.
True
Companies use photo-sharing in order to add a personal touch to their businesses.
True
Companies use wikis as internal tools for teams working on projects requiring lots of documentation.
True
Connectivity is the use of digital networks to provide linkages between information providers and users.
True
Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, then if it is for a hedonistic reason.
True
Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
True
Digital connections give consumers more control over pricing because it enables them to price compare and search for the lowest deals.
True
Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
True
Digital marketing uses all digital media to develop communication and exchanges with customers.
True
Electronic marketing strategy and digital marketing strategy are often used interchangeably, but there are differences between them.
True
Instagram is the most popular mobile photo-sharing application.
True
It is not unusual for Joiners to be members of several social networking sites at once.
True
Many foreign countries engage in social networking.
True
Many people now seek recommendations from social media friends before conducting other kinds of searches.
True
Many traditional promotional events can be enhanced or replaced by digital media.
True
One of the fastest-growing areas in mobile technology is the creation of applications.
True
People who comment on blogs or post ratings and reviews are known as Critics.
True
Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.
True
Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.
True
Spectators like to read what other people write and produce online, but do not produce any content themselves.
True
The European Union has stricter Internet privacy laws than the United States.
True
The majority of Fortune 500 companies do not maintain a corporate blog.
True
The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
True
Those who subscribe to a podcast will automatically get new content from the podcast delivered to their listening devices or personal computers.
True
To communicate with their employees, companies may use wikis and podcasts.
True
While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer.
True
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?
In what ways can a company use YouTube to its advantage?
Video-sharingsites,likeYouTube,givecompaniestheopportunitytouploadadsandinformationalvideos about their products. A few videos become viral at any given time, and although many of these gain popularity because they embarrass the subject in some way, others reach viral status because people find them entertaining. Marketers are seizing opportunities to utilize this viral nature to promote awareness of their companies. Marketers believe consumer videos appear more authentic and create enthusiasm for the product among consumer participants.
____ are computer-based online simulated environments that involve participants.
Virtual realities
You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, and pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?
You developed your company's e-marketing strategy.
____ connects customers with marketers as well as other customers.
____ connects customers with marketers as well as other customers.
Refer to Scenario 10.2. If the Morningside Church wants to provide its members with a venue to read what other people think about its ideas, worship style, and community services, and to share their own ideas, it could use ______. Those who would most likely want to simply read the opinions of others are _____, while those who would like to also share their own ideas are ____.
a blog; Spectators; Creators
Refer to Scenario 10.1. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguishes online media from traditional marketing, namely
accessibility.
The ability to obtain digital information is referred to as
accessibility.
Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should
add tags to webpages or photos.
Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
addressability.
The ability of a marketer to identify customers before they make a purchase is called
addressability.
Refer to Scenario 10.2. Political parties are also utilizing social media to connect with voters and to keep individuals informed about the up-to-the-minute activities in the political campaigns. If the politicians wanted to involve the potential voters in the campaign, they could utilize _______, a new trend in video marketing, and create input for their Facebook pages.
amateur filmmakers
Telluride Ski Resort in Telluride, Colorado, is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.
amateur filmmakers
Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)
application (app).
Smartphones contain ____ that help consumers access more information about businesses.
applications
One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses.
applications (apps)
Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from
avatar
Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of
addressability
Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as
brick-and-clicks.
The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.
bulletin-board site
Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.
connectivity
Charles is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Charles immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the post continued to spread. Charles does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Charles has failed to realize that
consumer-generated digital content is often trusted over corporate content.
Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize
consumer-generated marketing.
Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of
control
Taylor is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Taylor can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media.
control
Refer to Scenario 10.1. Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of
control.
Kristen loves Pinterest. She spends hours every week on the site. Kristen herself is a worldwide traveler. Oftentimes she posts photos of her travels to Pinterest as "pins" to share with others. It is her desire to share her adventures with the world, and she finds it thrilling whenever her photos are "repinned" by other users. Another activity she likes is to develop her own boards with photos of interesting places that others have pinned. For instance, her Paris, France, board is filled with pins she collected detailing the various activities, museums, and sightseeing hotspots of Paris. It is her goal to gather together the best pins that will give her followers the most detailed insights into the wonders of Paris. Suppose a travel site became interested in Kristen's activities on Pinterest and the way she uses it to promote travel destinations. When Kristen posts her own photos as pins, she would most likely be classified as a ____________________. However, her gathering of travel hotspot "pins" and arrangements of them into boards for her followers makes her more like a _________________. In this capacity, she gathers these pins and then organizes the content for anyone interested in her board's topics.
creator; collector
Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.
creators
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are
creators.
Refer to Scenario 10.2. Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to
creators.
The birth of the Internet unleashed a smorgasbord of new digital marketing opportunities for the modern-day marketer. Marketers are now only limited by their ability to grasp and utilize all the tools and techniques of digital marketing. On the other hand, consumers now demand more information faster than before. This challenge is complicated by the fact that different consumers use social media in different ways. According to the Social Technographics Profile, _____________ are those consumers who develop their own social media outlets, whereas______________ are consumers who gather and organize social media content generated by others.
creators; collectors
Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's
credibility.
Those who use Zipcar's services share a car in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog.
critics
Electronic media that function using digital codes are called
digital media.
Internet sites that allow users to share photos, videos, and podcasts are called which of the following?
edia-sharing sites
hantal is a marketer at a zoo. Lately, she has been using digital media to promote new exhibits and events at the zoo. Chantal finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Chantal is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for their members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Chantal determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Chantal plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook.
electronic marketing strategy
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
focus more on traditional promotions rather than social networking.
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
in the hands of the consumer.
Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.
interactive
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.
interactivity
Refer to Scenario 10.1. The Disney website is missing ____, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.
interactivity
Cheryl and Frank are in their 60s. After many years, Cheryl finally convinced Frank to purchase a computer. Once Frank learned how to use e-mail, he found it to be an effective way of communication. He frequently uses e-mail to communicate with his friends and grandchildren. However, he rarely uses the computer for anything else. Cheryl, on the other hand, likes to read blog posts, especially those involved with decorating. Occasionally, she also critiques furniture and art for the home on Amazon.com and other review sites. Frank can be classified as a(n) ______________, while Cheryl can be classified as a _________________ and a_________________.
inactive; spectator; critic
Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a
joiner.
Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears
more authentic than company-generated content.
The Internet can be referred to as a ____ medium because users determine which websites they are going to view.
pull
As digital communication technologies have advanced, it is possible for marketers to
reach markets that were previously inaccessible.
Digital media such as blogs allow marketers to interact with prospective customers in
real time.
The attrition rate for digital media channels is
very high.
Apple provides users with the chance to download a travel ______________ onto its Mac OS X Dashboards. Once downloaded, users can book air travel and hotels right from this bit of downloaded software. Often they even receive deals on travel when they use it to book travel plans.
widget
A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.
wiki
Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.
wikis
Holiday World & Splashin' Safari is an amusement park located in Santa Claus, Indiana, which is located in southern Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois. Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for the park?
Promotion
Global marketers such as PepsiCo have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that PepsiCo enjoys is that
marketers and customers can share information.
Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online.
privacy issues
