HW Questions Exam 1
Which digital marketing effort by a beverage company describes a customer touchpoint?
A consumer sends an email requesting additional information about the ingredients in a product.
Which action would occur when a consumer enters the interest phase of the digital conversion funnel?
A consumer visits the organization's website.
Model that identifies the stages that individuals go through in the process of purchasing a product: Awareness, Interest, Desire, and Action
AIDA model
In the ________ phase of the digital conversion funnel, a consumer may download an app for a newsletter.
Action
Stage of the digital conversion funnel in which the consumer pays, signs up, downloads, or takes other desired action
Action stage
At the onset of the COVID-19 pandemic, a grocery store initiated a no-cost option for customers to place orders online and pick them up curbside without entering the store. This story's response to environmental changes highlights which digital marketing mix element?
Adapt
What is the digital marketing mix element that can provide value to society?
Add
Which of the 7 As of the digital marketing mix helps consumers move through the steps necessary to convert a consumer into a customer?
Advance
A website offers a live event that features a popular author performing a reading. Consumers can then order a signed copy of the book. This event demonstrates which aspect of the digital marketing mix?
Allure
Glenys sees an online post from a friend about a new kitchen appliance from a new brand. Glenys is at the ________ stage of the digital conversion funnel.
Awareness
Stage of the digital conversion funnel in which the consumer becomes aware of a brand or its products or services through a digital channel
Awareness stage
Consumer references to a brand in online settings
Brand mentions
How consumers feel about a brand or their attitude toward it
Brand sentiment
The idea that, instead of people showing patterned, predictable behaviors that can be segmented into targeted buyer personas, consumers bring their own different levels of digital comfort to the buying process
Bring your own persona (BYOP)
As applied to digital marketing, the agreement of the various aspects of digital marketing; can help to build or improve trust
Consistency
Effective information architecture (IA) smoothly coordinates consumers, content, and
Context.
According to the Digital Branding Institute, the combination of a brand's identity, visibility, and ________ form consumers' concept of a digital brand.
Credibility
The extent to which a consumer believes in the brand and its message
Credibility
Describes digital marketing content and claims that consumers can trust
Credible
The entirety of the relationship between a customer and an organization, encompassing every interaction, however brief, that affects a customer's perception of the organization
Customer experience (CX)
Information about customers' thoughts and preferences, which may be collected from various digital sources
Customer insights
The path a customer takes from preliminary interaction to purchase and beyond
Customer journey
The current value of all profit anticipated from one customer during the entire time they are a customer of the organization
Customer lifetime value (CLV)
All of the processes by which an organization connects and bonds with customers
Customer relationship management (CRM)
The degree to which a customer is content with a product or service and the organization's customer service
Customer satisfaction
Moments of interaction between the consumer and the organization and its marketing efforts
Customer touchpoints
Stage of the digital conversion funnel in which the consumer wishes to take next steps, has the ability to do so, and seeks more information
Desire stage
Another name used to refer to the digital conversion funnel
Digital AIDA model
The various qualities that provide an organization, product, service, or person their uniqueness as perceived by a consumer based on digital marketing activities
Digital brand
The narrative of what a digital brand is all about and what value it may provide to consumers
Digital brand story
A draft of what an organization knows about its target consumers
Digital buyer persona
The degree to which consumers, brands, and things are connected through digital means
Digital connectedness
All of the procedures adopted by consumers in an online context when searching, selecting, buying, using, and even discarding products and services secured through digital channels
Digital consumer behavior
The process that most digital consumers will go through as they make decisions about which products and services they will purchase
Digital consumer decision-making process
Consumers' ability to search for, view, and compare information on products and services online, complete purchases, and to do this at any time and through any device
Digital convenience
AIDA-based model that identifies the stages a potential customer may go through to progress from awareness and eventually arrive at a digital purchase decision and beyond
Digital conversion funnel
The knowledge, beliefs, and practices of consumers in an online context
Digital culture
Customer experience (CX) that takes place mainly through digital means
Digital customer experience (DCX)
Long-term, profitable interactions that organizations establish with their digital consumers
Digital customer relationships
Consumers' perception of superior difference in an organization's digital marketing activities
Digital differentiation
The ability to make a brand last in an online world
Digital durability
Seven activities around which organizations arrange their digital marketing efforts and convey value; consists of 7A's: add, allure, advance, adapt/adjust, associate, abide, analyze
Digital marketing mix
Competitor analysis that describes the internal and external environments in which the digital marketing is being pursued; specifies the organization's digital strengths, digital weaknesses, digital opportunities, and digital threats. Also called a digital SWOT
Digital marketing situation analysis
Building brand name, standing, and status, as well as managing feedback (positive or negative) in digital contexts
Digital reputation management
The part of digital branding that focuses on building credibility
Digital trust
The PEST analysis of the digital macro-environment first described by Francis J. Aguilar considered political, social, technical, and ________ factors.
Economic
When a consumer reads customer reviews of different product options, they are in the ________ phase of the consumer decision-making process.
Evaluation
Design principle that says that the time it takes for a consumer to make a decision increases with increased complexity of choice
Hick's law
Data that is analyzed in a way that it is helpful, such as for strategic marketing decision making
Information
Design that involves coordinated action among digital marketing elements such as aesthetics, motion, sound, and space; seeks to create aesthetically pleasing websites, which may enhance the interaction a consumer has with the website
Interaction design (IxD)
Stage of the digital conversion funnel in which the consumer's interest is sparked and they seek more information
Interest stage
The feeling of customers who not only prefer buying from an organization but also continue purchasing despite the marketing strategies of a competitive product
Loyalty
Broad set of the forces—political, economic, social, technical, environmental, and legal—that are generally not in the control of the marketer
Macro-environment
The specific factors of the organization itself, its suppliers, digital marketing intermediaries, competitors, publics, and its customers, over which the organization may have some control
Micro-environment
To protect brand reputation, any social media activity connected to a brand should be
Monitored.
Analytic that measures the extent to which favorable brand impressions exceed unfavorable ones; calculated as the percentage of promoters minus the percentage of detractors, as determined in a one-question survey
Net promoter score (NPS)
Relating to a consumer's needs
Relevant
Strategy of presenting to a consumer for a second or subsequent time ads pertinent to what they were perusing, such as on an organization's website
Retargeting
The second stage of the digital marketing planning process is
Situation Analysis and Digital Marketing Objectives, Strategies, and Tactics.
A document that outlines key digital marketing strategies based on the organization's environment, objectives, and other key considerations
Strategic digital marketing plan
The procedure that digital marketers should engage in to carefully plan and document strategic direction for digital marketing activities, resulting in a strategic digital marketing plan
Strategic digital marketing planning process
Valuable associations and partnerships, with other organizations, people, influencers, and platforms, that help digital marketers achieve their objectives
Strategic relationships
Which digital marketing activity would be considered a direct part of customer relationship management?
The customer makes a purchase online.
What is common to all top digital brands?
They are active across many digital channels.
In conducting a digital marketing situation analysis, digital ________ are an external factor to be considered.
Threats
Idea proposed by Peter Morville that effective information architecture consists of coordination of context, content, and users, as dictated by the type of marketing involved
Three circles of IA
As applied to digital marketing, the visibility of information about a product or service
Transparency
Preference testing is a way marketers can assess digital
Usability.
The interaction between humans and digital systems and devices; requires that digital marketers understand what consumers will do on a website and ensure the site is easy to use and not difficult to understand
User Interface (UI)
How digital marketing "feels" for consumers and how engaging and usable it is
User experience (UX)
Model proposed by Peter Morville that shows key user experience factors; digital marketing should be useful, usable, desirable, findable, accessible, and credible
User experience honeycomb
Research indicates that an increase in trust leads to an increase in
Value.
Successful digital branding focuses mostly on communicating
Value.
Design principle that says that consumers remember incomplete or "interrupted tasks" more than ones that were completed; thus, bad digital experiences can disrupt or override good ones
Zeigarnik effect
In digital branding, credibility refers to the extent to which consumers
believe in the brand message.
The concept that people bring their own different levels of digital comfort to the buying process is called
bring your own persona (BYOP).
In addition to managing consumer feedback, a key goal of digital reputation management involves
building a brand's name and status.
Digital trust and reputation is important to digital marketers because of its relationship to
consumer conversion.
Personalized digital shopping experiences for consumers are part of
customer relationship management.
CRM systems can help identify gaps in the ________ process, such as when a customer chats with customer service and rates that they are not happy with the service provided.
customer satisfaction
A firm's marketers build a ________ based on the target market in order to hone their marketing strategy.
digital buyer persona
In the digital marketing environment, ________ involves the knowledge, beliefs, and practices of consumers in an online context.
digital culture
A parent orders a tricycle for their child online. In this situation, the parent is a _______, while the child represents a ________.
digital customer; digital consumer
To achieve ________, a firm uses online marketing to demonstrate why it is superior to others in a way that is valuable.
digital differentiation
Which element of digital reputation is sometimes difficult to achieve for traditional brands, especially those facing new online competition?
digital durability
The procedure that digital marketers engage in to plan and document strategic direction for digital marketing activities is called the strategic
digital marketing planning process.
An electronics retailer decides to post consumer reviews of its top-selling televisions on its website. It also includes the most recent television ratings from Consumer Reports. These tactics are designed to
increase brand credibility.
One benefit of digital connectedness for a brand is that it can
increase consumer association with it.
Offering a digital consumer a personalized shopping experience is most likely to
increase revenue.
Digital trust can lead to ________ among consumers.
increased confidence
Conflicting messages across digital channels are associated with ________ by consumers.
marketing ploys
Which section of a digital marketing plan aims to ensure that readers know the organization's overall mission, vision, and objectives?
mission statement and vision
In the strategic digital marketing process outlined in the text, the first stage
provides an overview of the organization and its marketing efforts
A digital buyer persona is a(n)
reflection of current or desired customers.
Digital marketing efforts focused on customer retention are especially important for firms which
rely on repeat customers.
Digital marketing objectives should always draw from
the digital marketing strategy
Customer lifetime value is
the value of all profit anticipated from one person during the entire time they are a customer of the organization.
The goal of a situation analysis is to
understand the environments in which digital marketing occurs.
What a brand stands for and the value it delivers to digital consumers refers to its
value proposition.
Habitat for Humanity, a nonprofit charitable organization, builds housing using volunteer labor. Its online site seeks monetary donations and educates users about its mission. In this example, Habitat for Humanity is engaging in
website marketing.
