CH3

Question 1

What is the 4E framework for digital marketing?

Answer 1

The 4E framework for digital marketing consists of four key strategies: Excite customers with relevant offers, Educate them about the offering, Help them experience products, and Engage with them through digital marketing activities.

Question 2

What is the first “E” of the 4E framework and what does it entail?

Answer 2

The first “E” is “Excite.” Marketers use digital offers, such as mobile apps or social media campaigns, to excite customers about products, brands, or services. Offers must be relevant to the target audience, often personalized using customer data.

Question 3

What is the second “E” of the 4E framework and what does it entail?

Answer 3

The second “E” is “Educate.” Digital marketing offers should educate customers about the product’s benefits, features, and value proposition. This may involve reminding customers of what they know or providing new, valuable information.

Question 4

What is the third “E” of the 4E framework and what does it entail?

Answer 4

The third “E” is “Experience.” Digital marketing allows customers to experience products or services before purchase. This can be through online demos, reviews, tutorials, or tools that simulate real-life experiences.

Question 5

How does digital marketing allow customers to experience products?

Answer 5

Customers can experience products through platforms like YouTube tutorials, product trials, or apps that let them visualize products in their space. For example, Sephora offers tutorials and customer testimonials online to help customers experience their beauty products.

Question 6

What is the fourth “E” of the 4E framework and what does it entail?

Answer 6

The fourth “E” is “Engage.” Engagement occurs when customers interact with the brand’s digital marketing activities, such as social media posts, blogs, or interactive apps. Engagement can lead to stronger customer relationships and even loyalty.

Question 7

Why is customer engagement important in digital marketing?

Answer 7

Customer engagement is crucial because it can lead to deeper relationships, brand loyalty, and potentially increased sales. Engaged customers are more likely to take action, share content, and become loyal advocates of the brand.

Question 8

What is the first element of the 7C framework for online marketing?

Answer 8

Core Goals
Core goals define the primary purpose of a website, such as engaging customers, educating them, or facilitating commerce.

Question 9

How do contextual elements impact website design?

Answer 9

Contextual Elements
Contextual elements, such as design, color, and navigation, must align with the target market to create a user-friendly experience. For example, LEGO’s site differentiates paths for kids and adults with distinct designs.

Question 10

What role does content play in online marketing?

Answer 10

Content, including text, graphics, video, and audio, must be relevant, engaging, and aligned with the target market’s interests to create excitement and encourage interaction.

Question 11

How do blogs contribute to building a community in online marketing?

Answer 11

Blogs, including corporate, professional, and personal blogs, allow customers to interact, share information, and create a sense of community, fostering engagement and brand loyalty.

Question 12

What is the significance of communication in online marketing?

Answer 12

Communication
Effective communication tools on websites, such as live chats and email, facilitate two-way interactions, helping firms educate, engage, and address customer concerns.

Question 13

What is the purpose of connection-related strategies in online marketing?

Answer 13

Connection strategies engage customers through calls to action like “Buy Now” or “Learn More,” encouraging them to interact more deeply with the website and fostering long-term engagement and loyalty.

Question 14

What is the “Wheel of Social Media Engagement”?

Answer 14

The Wheel of Social Media Engagement is a framework that identifies the five key effects that drive social media engagement: Information Effect, Connected Effect, Network Effect, Dynamic Effect, and Timeliness Effect.

Question 15

What is the “Information Effect” in the Wheel of Social Media Engagement?

Answer 15

The Information Effect is the outcome of social media where relevant information is spread by individuals or firms to others in their social network, typically through posts, reviews, and shares.

Question 16

How does the “Connected Effect” drive social media engagement?

Answer 16

The Connected Effect satisfies humans’ innate need to connect with others, enabling users to share personal information, interact with friends, and connect with brands, fostering a sense of community.

Question 17

What is the “Network Effect” in social media?

Answer 17

The Network Effect describes how information shared by one individual or company on social media is transferred across their network, spreading instantaneously to a large audience.

Question 18

How does influencer marketing utilize the Network Effect?

Answer 18

Influencer marketing leverages the Network Effect by having influencers with large followings share branded content, which quickly spreads to their audience, expanding the reach of the message.

Question 19

What is the “Dynamic Effect” of social media engagement?

Answer 19

The Dynamic Effect describes the back-and-forth exchange of information on social media, where users actively engage, ask questions, provide feedback, and interact in real-time, enhancing the impact of the Network Effect.

Question 20

How does the “Dynamic Effect” affect customer behavior?

Answer 20

The Dynamic Effect encourages deeper engagement, as customers exchange insights, resolve issues, and engage in ongoing communication, making them more likely to make purchases or recommend products.

Question 21

What is the “Timeliness Effect” in social media engagement?

Answer 21

The Timeliness Effect refers to the importance of firms engaging with customers at the right time and place, responding quickly to inquiries or complaints, which can significantly impact customers’ purchasing decisions.

Question 22

How does the Timeliness Effect influence consumer behavior?

Answer 22

Timely responses to social media interactions can increase customer satisfaction, as 80% of people expect a response within 24 hours, and prompt engagement can influence purchasing intentions and brand loyalty.

Question 23

Why is social media engagement so important for marketers?

Answer 23

Social media engagement allows marketers to connect with consumers, gather valuable data, build brand loyalty, and drive sales by leveraging the five effects of the Wheel of Social Media Engagement.

Question 24

What are the seven primary needs that mobile apps meet?

Answer 24

The seven primary needs are: to find “me time,” socialize, shop, accomplish, prepare, discover, and self-express.

Question 25

What is the most popular need that people satisfy through mobile apps?

Answer 25

The most popular need is "me time," where people use apps for entertainment and relaxation, such as playing games or watching shows.

Question 26

What are the four basic app pricing models?

Answer 26

The four app pricing models are: ad-supported apps, freemium apps, paid apps, and paid apps with in-app purchases.

Question 27

What is an ad-supported app?

Answer 27

Ad-supported apps are free to download but display ads, generating revenue through user interaction with the ads.

Question 28

What is a freemium app?

Answer 28

A freemium app is free to download but includes in-app purchases that enhance the app's functionality, such as purchasing items or features within the app.

Question 29

What is an in-app purchase?

Answer 29

An in-app purchase is a transaction made within a freemium app that allows the user to unlock or enhance certain features or content.

Question 30

How do paid apps generate revenue?

Answer 30

Paid apps charge a one-time fee to download and provide full functionality once downloaded, offering no additional costs for basic use.

Question 31

What are paid apps with in-app purchases?

Answer 31

Paid apps require an upfront price to download and then offer additional features or functionality for purchase within the app.

Question 32

What are the three stages in the process of engaging customers through digital media?

Answer 32

The three stages are: Listen, Analyze, and Do.

Question 33

What is sentiment analysis?

Answer 33

Sentiment analysis is a technique used to analyze consumer comments on social media sites to assess the favorableness or unfavorableness of sentiments toward a product or brand.

Question 34

How can firms use sentiment analysis data?

Answer 34

Firms can use sentiment analysis data to identify trends, monitor customer attitudes, and track reactions to products or campaigns. This helps in adjusting strategies quickly.

Question 35

What is the difference between "hits" and "page views"?

Answer 35

Hits refer to the total number of requests for a file, while page views count how many times a page is viewed by visitors. Page views are a more useful metric for measuring website engagement.

Question 36

What does the "bounce rate" measure?

Answer 36

The bounce rate measures the percentage of visitors who leave a website after viewing only one page, indicating how engaging or relevant the website content is.

Question 37

What is the significance of conversion rate in digital marketing?

Answer 37

The conversion rate measures the percentage of visitors who take a desired action (e.g., click, buy, or donate), indicating how effective a website or campaign is in achieving its goals.

Question 38

How can analyzing "click paths" help improve a website?

Answer 38

Analyzing click paths shows how users navigate a site, helping marketers optimize the user experience by improving navigation and reducing bounce rates.

Question 39

What is "keyword analysis" in digital marketing?

Answer 39

Keyword analysis evaluates the search terms people use to find a business’s products or services, allowing firms to optimize their website content for better search engine visibility.

Question 40

How do firms measure ROI (Return on Investment) in digital marketing?

Answer 40

Firms measure ROI by comparing the increase in profits or sales resulting from digital marketing activities to the investment made in those activities.

Question 41

How does Google Analytics help firms in their digital marketing strategy?

Answer 41

Google Analytics provides insights into website traffic sources, user behavior, and engagement, helping firms understand which digital channels are most effective and optimize future marketing efforts.

Question 42

How can firms improve the effectiveness of their digital campaigns?

Answer 42

Firms can improve effectiveness by continually monitoring campaign performance, analyzing data, and making necessary changes to increase engagement, conversion rates, and ROI.

Question 42

Why is it important to identify the target audience in a digital marketing campaign?

Answer 42

Identifying the target audience ensures that the marketing messages and digital channels used are relevant and tailored to those most likely to engage with the brand.

Question 43

What is influencer marketing?

Answer 43

Influencer marketing is a strategy that uses popular individuals on social media to promote brand messages to a targeted audience.

Question 44

What are the 4Rs that help determine the effectiveness of an influencer?

Answer 44

The 4Rs are: Relevance, Reach, Response, and Return.

Question 45

What does "relevance" mean in influencer marketing?

Answer 45

Relevance refers to how well an influencer’s audience matches the brand’s target market, and whether the influencer’s expertise aligns with the brand’s message.

Question 46

How is "return" measured in influencer marketing?

Answer 46

Return is often measured through ROI, which is the revenue earned from the influencer’s campaign, minus the cost of paying the influencer, divided by the cost.

Question 47

Why is ROI difficult to determine in influencer marketing?

Answer 47

It is difficult to measure ROI directly, as the relationship between an influencer’s post and a consumer’s purchase is hard to trace unless specific purchase links are included.

Question 48

What are the different types of influencers?

Answer 48

Influencers can be categorized by role (e.g., celebrities, specialized influencers), number of followers (e.g., micro-influencers), or preferred channel (e.g., social media or blogs).

Question 49

Why is it important for influencers to disclose paid endorsements?

Answer 49

Transparency is essential to avoid misleading followers, and it helps maintain ethical standards. The FTC recommends using hashtags like #ad to disclose paid content.

Question 50

What happens if an influencer does not disclose advertising intent?

Answer 50

Failure to disclose paid content can mislead followers into thinking the endorsement is a genuine recommendation, potentially damaging the brand’s trustworthiness.

Question 51

What is the role of sincerity in influencer marketing?

Answer 51

Sincerity ensures that an influencer genuinely uses and values the product they promote, which makes the endorsement more credible and effective. Inauthenticity can harm the campaign.

Question 52

How can an influencer’s "sincerity" impact the effectiveness of their promotion?

Answer 52

If an influencer is insincere, such as falsely claiming to use a product, the promotion may come across as inauthentic, reducing the effectiveness of the campaign.