06 Digital and Social Media Marketing

Question 1

Online marketing means (7)

Answer 1

• company/product/brand websites (ex.Coke)
• branded community websites
• web advertising
• email marketing
• blogs and other forums (ex. Tech support)
• viral marketing
• social media marketing

Question 2

Keys to successful viral marketing (5)

Answer 2

• focus on product or businesses
• determine why individuals would want to pass the message along
• offer an incentive
• make it personal (relevance!)
• track the results and analyze data

Question 3

Specific Social Media Influences (5)

Answer 3

1) Social Media emphasizes the power of Word-of-Mouth: easy, trusted ex.: the sharing economy
2) SM strengthens the relationship between consumers & businesses: greater engagement and loyalty: special deals, complaints, compliments…
3) SM informs not just customer but the whole like-minded community: brands can release information about product releases, sales, events
4) SM can turn a “want” into a “need”: social sharing comments in friends social media
5) enlist & incentivize influencers: people follow the “stars” (top bloggers, youtubers, instagramers) opinion leadership (ex: dr. pepper - viners, marvel - youtubers)

Question 4

Pros of influencer marketing (5)

Answer 4

1) No ad blockers, IM is a way to get around them
2) the only way to reach certain demographics and psychographics
3) personal connection with consumer - as perceived by them
4) brand building through “halo-effect” of the influencer on the brand (george clooney nespresso)
5) emulating influencers by consumers (they want to copy them/be just like them)

Question 5

Cons of influencer marketing (5)

Answer 5

1) damage to brand if influencer gets into a scandal
2) influencer feeds off your brand - brands pay to make them bigger and not vice versa
3) influencer fraud - they might fake the metrics (likes, visits, clicks) if brands watch it
4) authencity of the endorsement always in question - if not done well (Kardashians never seem to pitch)
5) FTC intervention if influencer sponsorship is not disclosed

Question 6

Trends in Digital Marketing (DM) (8)

Answer 6

1) Influencer Marketing
2) Increased video content
3) enhanced personalization & customer experience
4) Big data - consumer analytics
5) internet of things including appliances and wearables
6) mobile/SM advertising and marketing
7) cloud based storage
8) artificial intelligence and machine learning