14.3 Marketing in the Digital Age Flashcards
How has the digital age changed customer expectations and behavior?
The digital age has changed customers’ notions of
convenience,
speed,
price,
product information,
service, and brand interactions,
leading to a new way for marketers to create customer value, engage customers, and build customer relationships.
What is the percentage of Canadian adults using the internet daily?
Approximately 89% of Canadian adults use the internet daily, with the average Canadian internet user spending over 40 hours a week consuming digital media.
What is online marketing?
Online marketing refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs.
What is the primary purpose of a brand community website?
The primary purpose of a brand community website is to present brand content that engages consumers and creates customer-brand community, offering a variety of brand information, videos, blogs, activities, and other features that build closer customer relationships and generate engagement with and between the brand and its customers.
What are the main forms of online advertising?
The main forms of online advertising are display ads and search-related ads.
Display ads appear anywhere on an internet user’s screen and are often related to the information being viewed.
Search-related ads (or contextual advertising) are text- and image-based ads and links that appear atop or alongside search engine results on sites like Google, Yahoo!, and Bing.
How do companies attract visitors to their websites?
Companies attract visitors to their websites by promoting them through offline print and broadcast advertising, as well as through ads and links on other sites.
Creating engaging, valued content and making the website easy to use, visually appealing, and useful are essential to retain visitors and encourage them to return.
What are some advantages of email marketing?
Email marketing is cost-effective, highly targeted, and customizable. It allows marketers to send relationship-building messages, personalize content, and reach a large audience.
Email is also a preferred communication method for many consumers and business professionals, and when done well, it can yield a high return on investment.
What is permission-based email marketing?
Permission-based email marketing involves sending email pitches only to customers who “opt-in” to receive them. This practice aims to address concerns about spam and unwanted emails by ensuring that messages are sent only to those who have expressed interest in receiving them, thus reducing irritation and frustration among consumers.
What are online videos in the context of digital marketing?
Online videos are digital video content posted on brand websites or social media sites like YouTube, Facebook, Instagram, Twitter, and others.
They can be made specifically for the web and social media or be ads created primarily for TV or other media but posted online to extend their reach and impact.
Online videos can engage consumers, and some may go viral, generating significant brand exposure and engagement.
What is viral marketing?
Viral marketing is the digital version of word-of-mouth marketing, involving the creation of videos, ads, and other marketing content that are highly engaging and infectious, so customers seek them out or pass them along to their friends.
As customers find and share the content, viral marketing can be very cost-effective. Content shared by friends is more likely to be viewed or read by recipients.
What are blogs and how do they relate to digital marketing?
Blogs (or web logs) are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics. Blogs can have substantial influence, especially those with large and devoted followings.
Marketers use brand-related blogs to reach customer communities, engage with customers, and get feedback. They may also use third-party blogs to help get their messages out and collaborate with influencers.
What are some advantages and challenges of using blogs as a marketing tool?
Advantages of using blogs as a marketing tool include offering a fresh, original, personal, and cost-effective way to engage in consumer online and social media conversations. Blogs can also help marketers create meaningful relationships with customers.
Challenges include the cluttered blogosphere, difficulty in controlling the content and messages, and the fact that blogs remain largely a consumer-controlled medium