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