Chapter 14 Digital Marketing Export

Question 1

What is viral marketing?

Answer 1

Videos, ads, and other marketing content that customers seek out or pass along to friends.

Question 2

What are marketing forms of deception and fraud?

Answer 2

Scams, charity, fraud, phishing, digital security, access from unauthorized groups.

Question 3

What is omni-channel marketing?

Answer 3

Creating a seamless cross channel buying experience.

Question 4

What are the challenges with social media marketing?

Answer 4

Consumer’s control over social media content.

Question 5

What are the advantages of social media marketing?

Answer 5

Engagement and social sharing capabilities.

Question 6

What are the social functions of social media?

Answer 6

Messaging, blogs/microblogs, service networking, influence platforms.

Question 7

What are the informational functions of social media?

Answer 7

Wiki, reviews and ratings.

Question 8

What are the collaborative functions of social media?

Answer 8

Events, livestreams.

Question 9

What are the technical functions of social media?

Answer 9

Nicheworking, location, crowdfunding, social bookmarking, image and video.

Question 10

How do marketers engage social media?

Answer 10

Using existing ones or setting up their own.

Question 11

What are the limitations of online forums?

Answer 11

Cluttered, difficult to control and largely a consumer-controlled medium.

Question 12

What are the benefits of online forums?

Answer 12

Fresh, original, personal and inexpensive way to enter consumer online conversations.

Question 13

What is email marketing?

Answer 13

Sending highly targeted, highly personalized, relationship-building marketing messages.

Question 14

What are search-related ads?

Answer 14

Text and image based ads and links appear in search engine results.

Question 15

What are online display ads?

Answer 15

Digital ads that appear on an internet or mobile screen relating to the information being viewed.

Question 16

What is online advertising?

Answer 16

Appears while consumers are browsing online.

Question 17

What are Branded Community Web Sites?

Answer 17

Present brand content that engages consumers and creates customer-brand community.

Question 18

How do marketers prepare for digital marketing campaigns?

Answer 18

By gaining a deep knowledge of the digital consumer.

Question 19

What can experimentation in digital marketing assess?

Answer 19

Changes in pricing, effectiveness of different online product offerings, brand messages, presentation formats.

Question 20

How can marketers effectively track and analyze the consumer decision process across multiple channels?

Answer 20

Companies must research and understand consumer omni-channel navigation, use data fusion and integration of data.

Question 21

What does consumer omni-channel navigation behavior consist of?

Answer 21

The consumer’s use of multiple marketing channels.

Question 22

What are the challenges with understanding consumer omni-channel navigation behavior?

Answer 22

Tracking the consumer decision process is difficult, the pattern of channel navigation varies.

Question 23

Why is understanding consumer omni-channel navigation behavior important?

Answer 23

To effectively market to consumers across multiple channels, marketers need to understand which channels are used at each stage of the customer journey.

Question 24

What are Digital Consumer Personas?

Answer 24

Detailed representation of prototypical consumers to be targeted.

Question 25

How is digital marketing beneficial to sellers?

Answer 25

It provides a low cost, efficient, speedy alternative for reaching their markets.

Question 26

How is digital marketing beneficial to buyers?

Answer 26

Digital marketing is convenient and easy to use.

Question 27

What issues are addressed in public policy in digital marketing?

Answer 27

Consumer privacy, irritation, deception, fraud, data integrity and security, antitrust concern, the need for action.

Question 28

What is involved in employing digital channels in an omni-channel strategy?

Answer 28

Using online, social media, mobile marketing and creating an integrated omni-channel strategy.

Question 29

What is involved in preparing for a digital marketing campaign?

Answer 29

Knowing the digital consumer, understanding consumer omni-channel navigation behavior, using experimentation to understand what works.

Question 30

What is involved in the step of digital marketing?

Answer 30

Defining digital marketing, exploring the new digital marketing models, exploring the benefits of digital marketing to buyers and sellers.

Question 31

What are the 5 steps in the digital marketing process?

Answer 31

Understanding digital marketing, preparing for a digital marketing campaign, employing digital channels in an omni-channel strategy, addressing public policy issues in digital marketing.

Question 32

What are the functions of digital marketing platforms?

Answer 32

Provide information, build engagement, persuade consumers, induce brand purchase, drive long-term profitable relationships.