Chapter 2 - Digital Marketing

Question 1

What are the 5 distinct digital consumer elements?

Answer 1

Transparency of info
Personalisation
Loss of control over brand interaction
Demand for individualisation
Demand for relevant active interaction

Question 2

How are traditional consumers different from digital consumers?

Answer 2

The balance of power has shifted from the market to the consumer

Question 3

What are different types of digital channels?

Answer 3

Websites
Search engines
Email
Mobile technology 
Social media

Question 4

What is the 4E framework of social media marketing?

Answer 4

Excite
Educate
Experience
Engage

Question 5

Why do companies use mobile applications to market their goods or services?

Answer 5

To better market goods and services to consumers who are involved in making purchases through mobile app stores

Question 6

What are the 2 components of a digital marketing strategy?

Answer 6

Customer engagement

Customer data management

Question 7

What is customer engagement?

Answer 7

Listening and responding to, involving and empowering customers

Question 8

What is customer data management?

Answer 8

Gathering, analysing and using data created by consumer engagement to inform future engagement strategies

Question 9

What are the future directions of digital marketing?

Answer 9

Virtual worlds
Augmented reality
Wearable technology