Chapter 13 SmartBook
What three things are necessary in order to create consistently relevant marketing messages? -Providing the marketing message on as many platforms as possible -Understanding the customer and providing him or her with valuable content -Understanding that the marketing message needs to be creative more than it needs to be relevant -Making the marketing message accessible where the consumer needs it most -Making content visible to consumers where they spend their time
-Understanding the customer and providing him or her with valuable content -Making the marketing message accessible where the consumer needs it most -Making content visible to consumers where they spend their time
In order to create consistently relevant marketing messages, they must be _______. -applied by the consumer -accessible to the consumer -distributed by the consumer -useful for the consumer -visible to the consumer
-accessible to the consumer -useful for the consumer -visible to the consumer
Search engine optimization tactics influence organic page ranking by influencing _______. -the popularity of web content -the relevance of web content -the cost of web content -the newsworthiness of web content
-the popularity of web content -the relevance of web content
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?
3 to 4
Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only _______.
9 months
The most popular paid search platform used by search marketers is Google _______.
AdWords
Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and humiliating manner. This phenomenon is linked to which public figure?
Barbara Streisand
In today's era of media noise, how can marketers break through the clutter to reach their audience?
By producing messages that are relevant to each individual consumer
______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience.
Content marketing
The three to five seconds after a shopper encounters a product on a store shelf are described by the acronym _______.
FMOT
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing?
FOMO
The acronym for a feeling of isolation and concern about missing out on what is happening in the world around a person is _______.
FOMO
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
Research shows that the social media platform of choice for those in B2C settings is _____.
True or false: Marketers have the ability to permanently remove content they post online.
False
Carson has just purchased his first gas grill. He brought it home and is testing it out for the first time by barbecuing burgers for his friends. What acronym represents where Carson is at in the purchase process?
SMOT
Because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor?
Share of voice
_______ uses combinations of digital tools to engage consumers via their digital devices.
Social media marketing
According to your text, what has allowed small firms to compete head-to-head with large, established brands?
The advent of digital distribution and promotion mechanics
Which of the following exemplifies the synergistic relationship between mobile technologies and social media?
The ease of access to social media through mobile apps
How do marketers address the concerns relating to e-mail marketing spam?
They send product information only to customers who "opt-in."
What word sums up the advice that Ross Hornish would give to new graduates.
Travel
True or false: The vast majority of online experiences begin with a search engine.
True
Trisha liked the food and service so much at the new restaurant chain in town that she went online to post a positive review on the company's website as well as on Yelp. What type of content is Trisha's review?
User-generated content
Which social media metric is the most common metric and the easiest to measure?
Volume of mentions
What happens in the zero moment of truth?
a customer uses a digital device to begin learning about a potential purchase
A concise, yet authoritative, report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as _______.
a white paper
Research shows that _____ videos are particularly effective in helping to make content more memorable for consumers.
animated
A(n) _____ is an online journal in which people or companies post their thoughts and other content
blog
Related to narrowly defined topics, _______ are a type of online journal.
blogs
All of the following observations regarding search engine marketing are true except_______.
click-through rates are not affected by a link's position on a results page
The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidenced by _______.
consumers interacting with brands on social media
As defined in your text, _______ marketing is focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience.
content
The essence of ______ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
The marketing approach that focuses on creating and distributing relevant and valuable content to attract a clearly define audience is _____ marketing.
content
E-mail, websites, search engines, and social media platforms all fall under the realm of _____ marketing.
digital
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______.
digital marketing
Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of _______.
earned media
If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the _____ metric.
engagement
The earned media that is often the result of PR efforts is referred to as _______.
expert content
_____ -based marketing uses GPS data to perform its function.
location
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind _______ marketing.
location-based
The power of digital communications has _______.
lowered the barriers to market entry
Another name for sentiment mining is _____ mining.
opinion
To promote its new product, a company advertises it on television and places advertisements in nationally-circulated magazines and newspapers. This is a form of ______ media.
paid
Search engine marketing uses purchased links that typically appear either at the very top or upper right of a search-results page. These links are referred to as _______.
paid listings
The diffusion of social media has been _______.
rapid
In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are _____ to consumers.
relevant
Austin is doing a research paper for his psychology class. He plans on using the Internet to get information for his paper. He uses Google to start the process, but could have also used Bing or Yahoo!. Google, Bing, and Yahoo! are all _______.
search engines
A marketing practice with the goal of generating traffic from search engines through both paid and unpaid efforts is called _______.
search marketing
The analysis of feelings as a way to measure the tone of a conversation is the principle behind _______.
sentiment analysis
Social media monitoring is also called _____ _____.
social listening
Because Facebook and Twitter allow users to create their own content and share it with other Facebook and Twitter users, these sites are referred to as ______.
social media
Because more and more people are spending time on sites like Facebook, Twitter, and Instagram, marketers are committing increasing percentages of their resources on _____ _____ marketing.
social media
The term ______ refers to Internet-based applications that enable users to create their own content and share it with others who access these sites.
social media
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______.
social media monitoring
Unsolicited, unwanted commercial e-mail messages are referred to as ______.
spam
Your text describes the relationship between mobile technologies and social media as _______.
synergistic
When it comes to brand management, many experts today feel that brands are controlled by _______.
the people who choose to buy them
Research has shown that _______ are more effective at generating organic first-page rankings.
videos
In order to create an index of all web content, search engines use automated software programs called spiders or _____ _____.
web crawlers
Search engines use automated software programs called _______ to build an index of all web content.
web crawlers
As a content marketing technique, _______ are meant to help readers understand an issue, solve a problem, or make a decision.
white papers
Colin wants to buy a bluetooth speaker, so the first thing he does is search the Internet for various models and read product reviews from users. For Colin, this is the _____ moment of truth.
zero
According to research, which of the following are more popular social media sites for B2B marketers? -SlideShare -LinkedIn -Pinterest -Twitter -Instagram
-SlideShare -LinkedIn -Twitter
What are the two major functions of search engines? -To provide free advertising for marketers -To censor inappropriate and offensive web content -To provide a listing of website categories -To build an index of all web content -To provide search users with a ranked list of websites they've determined are the most relevant
-To build an index of all web content -To provide search users with a ranked list of websites they've determined are the most relevant
If Ross Hornish was giving advice to new graduates, which of the following would he tell them? -Specialize in one thing -Travel -Take creative classes -Take risks -Only do what you love to do
-Travel -Take creative classes -Take risks