MKT 301 exam 4 - chapter 13:
93% of online experiences begin with:
a search engine. - leads to click-through success.
what is SMOT:
actual experience after purchase.
social media:
are playing an increasingly important role in how consumers discover, research, and share information about brands and products.
what is the streisand effect:
attempts to remove content from the internet cause it to instead spread more broadly.
location-based marketing:
bringing relevance to digital content. - LBM uses GPS data to adapt message to target's location.
traditional media channels are:
diminishing in importance.
engaging consumers through social media marketing does what:
establish and maintain a strong social presence. - know what customers want from the social channel. - social media can help build successful brand.
FMOT:
first moment of truth - 3 to 5 seconds
what does SEM stand for:
search engine marketing.
what does SEO stand for:
search engine optimization
spiders:
search engines uses programs called "spiders" to continuously crawl the internet and categorize website information.
SMOT stands for:
second moment of truth
mobile computing gives:
social media a sense of immediacy.
more organizations increasing what:
social media marketing
what happens online:
stays online - FOREVER
earned media:
such as online reviews on Yelp, - can provide publicity for products and brands from ratings and comments supplied by consumers. - publicity from earned media can help future customers in their decision-making process.
social media marketing:
uses digital tools and other digital platforms to engage consumers anywhere.
SEO targets:
various kinds of search
digital marketing is due to:
widespread diffusion of digital technologies.
what does ZMOT stand for:
zero moment of truth
what is the optimal order to follow for content marketing categories:
- always lead with credible expert content. - maintain trust while empowering consumers with additional information.
content marketing techniques and sources:
- blog - white paper - e-mail marketing - video marketing
how does online search work:
- build an index of all web content using web crawlers or spiders. - provider user with ranked list of websites. - google dominates desktop search market - amazon's product views came form the company's own product search.
online privacy and information security:
- companies must be transparent and honest: need informed consent. - privacy data breaches and information security.
brand democratization:
- company-controlled brand management fading away. - increasing customer expectation of brand transparency.
content marketing:
- content is the currency of the social web - needs to be valuable, relevant, and consistent.
social media marketing dashboards and ROI:
- dashboard provides data visualizations that illustrate performance over time. - a positive ROI is the ultimate criteria.
impact of the digital revolution on marketing practice:
- digital technology altering customer expectations of all businesses. - three categories of media investments - brand democratization.
content marketing categories:
- expert content - user-generated content - branded content
what is ZMOT:
- happens online and in real time. - consumer is in charge - it is emotional - a multi-way conversation.
main purpose for social media marketing:
- increase brand visibility - grow customer engagement - promote brand-customer and customer-customer conversations. - provide context. activate customer advocacy - listen to voice of customer.
trends in branded content marketing:
- infographics - live streaming - pictorial communication (aka the emoji)
privacy data breaches and information security:
- large-scale privacy breaches negatively impact brand trust, customer retention, and purchasing behaviors.
how does social media impact individuals and society:
- marketing users less social in face-to-face setting. - fear of missing out (FOMO).
location-based service:
- mobile applications, short message service (SMS) text messaging, in-store digital signage. - social check-in apps: foursquare and Swarm.
social media marketing metrics:
- most common and easiest to measure: volume of mentions. - engagement one of most important areas to measure in social media. - reach measures total audience size. - sentiment analysis (opinion mining) - share of voice demonstrates brand comparison. - social media marketing dashboards and ROI
ethical issues in digital and social media marketing:
- online privacy and information security - unethical targeting of digital customers. - ethical best practices in social media marketing.
what are the three categories of media investments:
- paid media - advertising - owned media - brand-controlled source, such as a website. - earned media - product reviews.
societal implications of an Always-Connected Consumer:
- pervasiveness of social technologies today. - powerful information distribution ecosystems.
ethical best practices in social media marketing:
- remain transparent at all times - never give cause for privacy concerns - always credit when resharing someone else's content. - always divulge your affiliation.
social listening and customer care:
- social media monitoring also called social listening - respond before complaints damage online reputations. - customer service is the new marketing.
marketers must provide relevant messages to each consumer:
- understand customer and provide valuable content. - make content visible in places where customers spend time. make sure message is accessible to customer when he or she needs it.
how does mobile technology impact social media use:
how people entertain themselves and communicate - and now, how they find information.
search marketing increases the:
likelihood of appearing early on search engine results pages (SERPs).
digital communication has:
lowered barriers to market entry
unethical targeting of digital customers:
marketers should be cautious when targeting populations that may be considered vulnerable. - children, ethnicities, sexual orientation.
more competitors + more channels =
more noise
SEM uses:
paid listings.
