Chapter 14 Digital Marketing Export Flashcards
What is viral marketing?
Videos, ads, and other marketing content that customers seek out or pass along to friends.
What are marketing forms of deception and fraud?
Scams, charity, fraud, phishing, digital security, access from unauthorized groups.
What is omni-channel marketing?
Creating a seamless cross channel buying experience.
What are the challenges with social media marketing?
Consumer’s control over social media content.
What are the advantages of social media marketing?
Engagement and social sharing capabilities.
What are the social functions of social media?
Messaging, blogs/microblogs, service networking, influence platforms.
What are the informational functions of social media?
Wiki, reviews and ratings.
What are the collaborative functions of social media?
Events, livestreams.
What are the technical functions of social media?
Nicheworking, location, crowdfunding, social bookmarking, image and video.
How do marketers engage social media?
Using existing ones or setting up their own.
What are the limitations of online forums?
Cluttered, difficult to control and largely a consumer-controlled medium.
What are the benefits of online forums?
Fresh, original, personal and inexpensive way to enter consumer online conversations.
What is email marketing?
Sending highly targeted, highly personalized, relationship-building marketing messages.
What are search-related ads?
Text and image based ads and links appear in search engine results.
What are online display ads?
Digital ads that appear on an internet or mobile screen relating to the information being viewed.
What is online advertising?
Appears while consumers are browsing online.
What are Branded Community Web Sites?
Present brand content that engages consumers and creates customer-brand community.
How do marketers prepare for digital marketing campaigns?
By gaining a deep knowledge of the digital consumer.
What can experimentation in digital marketing assess?
Changes in pricing, effectiveness of different online product offerings, brand messages, presentation formats.
How can marketers effectively track and analyze the consumer decision process across multiple channels?
Companies must research and understand consumer omni-channel navigation, use data fusion and integration of data.
What does consumer omni-channel navigation behavior consist of?
The consumer’s use of multiple marketing channels.
What are the challenges with understanding consumer omni-channel navigation behavior?
Tracking the consumer decision process is difficult, the pattern of channel navigation varies.
Why is understanding consumer omni-channel navigation behavior important?
To effectively market to consumers across multiple channels, marketers need to understand which channels are used at each stage of the customer journey.
What are Digital Consumer Personas?
Detailed representation of prototypical consumers to be targeted.
How is digital marketing beneficial to sellers?
It provides a low cost, efficient, speedy alternative for reaching their markets.
How is digital marketing beneficial to buyers?
Digital marketing is convenient and easy to use.
What issues are addressed in public policy in digital marketing?
Consumer privacy, irritation, deception, fraud, data integrity and security, antitrust concern, the need for action.
What is involved in employing digital channels in an omni-channel strategy?
Using online, social media, mobile marketing and creating an integrated omni-channel strategy.
What is involved in preparing for a digital marketing campaign?
Knowing the digital consumer, understanding consumer omni-channel navigation behavior, using experimentation to understand what works.
What is involved in the step of digital marketing?
Defining digital marketing, exploring the new digital marketing models, exploring the benefits of digital marketing to buyers and sellers.
What are the 5 steps in the digital marketing process?
Understanding digital marketing, preparing for a digital marketing campaign, employing digital channels in an omni-channel strategy, addressing public policy issues in digital marketing.
What are the functions of digital marketing platforms?
Provide information, build engagement, persuade consumers, induce brand purchase, drive long-term profitable relationships.
