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MKTG 2P91 > Chapter 4 Digital Marketing and Social Media: Living in the Connected World > Flashcards

Chapter 4 Digital Marketing and Social Media: Living in the Connected World Flashcards

1
Q

Define E-business

A

Conducting online transactions with customers by collecting and analyzing business information, carrying out the exchanges and maintaining online relationships

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2
Q

Categories of E-business

A
  • E-tailing
  • Business to business transactions
  • Electronic data interchanges
  • Email
  • Gathering information
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3
Q

Define Digital Marketing

A

The strategic process of creating, distributing, promoting and pricing goods and services to a target market over the internet or through digital tools

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4
Q

Digital Marketing Capabilities

A
  • Global reach
  • Personalization
  • Interactive marketing
  • Right time marketing
  • Integrated marketing
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5
Q

Global Research

A

The ability to reach anyone connected to the internet anywhere in the world
Example: Independent filmmakers use the internet to generate audiences and sales for their firms

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6
Q

Personalization

A

Creating products to meet customer specifications
Example: Lululemon Athletica has a website feature that allows buyers to mix and match items to create complete outfits to suit their individual tastes

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7
Q

Interactive Marketing

A

Buyer-seller communications through channels such as the internet and interactive kiosks
Example: Dell maintains the IdeaStorm site where users trade ideas, information and product feedback

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8
Q

Right time Marketing

A

The ability to provide a product at the exact time needed
Example: The WestJet website lets customers make advance reservations, check in online, check flight status and sign up for their rewards program

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9
Q

Integrated Marketing

A

Coordination of all promotional activities to produce a unified, customer focused promotional message
Example: Sony uses the slogan “Make. Believe.” in both offline and online promotions

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10
Q

Business to Consumer (B2C) Digital Marketing

A

Selling directly to consumers over the internet:

  • Interactive marketing
  • Access and convenience
  • Personalized service
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11
Q

Challenges in Digital Marketing

A
  • Safety and Online Payment
  • Privacy Issues
  • Frauds and Scams
  • Site Design and Customer Service
  • Channel Conflicts and Copyright Disputes
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12
Q

Explain Safety and Online Payment

A

Consumers are concerned about the safety of sending credit card numbers over the internet
Solution: Internet browsers contain encryption systems

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13
Q

Explain Privacy Issues

A

Collections and use of personal information through the use of cookies or spyware
Solution: Firewalls or electronic barriers

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14
Q

Explain Frauds and Scams

A

Phishing is a high-tech scam that uses authentic looking email or pop-up messages to get unsuspecting victims to reveal personal infomation
Vishing is a scam that collects information through voice response systems
Solution: No organization will ask for personal information through the internet

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15
Q

Explain Site Designed Customer Service

A

Well designed websites can draw more customers - customers want quick deliveries and easy ways to return products
Solution: Design sites to that products are easy to find and customer questions can be answered quickly

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16
Q

Explain Channel Conflicts and Copyright Disputes

A

If manufacturers sell through their sites, they compete with the stores selling their products - channel conflict
If material written or produced by a third party is placed on a side, copyright permission from the owner may be required
Solution: Don’t sell from their sites to avoid channel conflicts
Obtaining permission from the owner of material to be placed on the site avoids copyright issues

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17
Q

Four Main Functions of the Internet

A
  1. Digital business
  2. Entertainment
  3. Information
  4. Communication
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18
Q

Online Communities and Social Networks

A
  • Internet forums
  • Newsgroups
  • Electronic bulletin boards
  • Social networks
  • New mobile payment systems
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19
Q

Blogs and Podcasts

A
  • Blog
  • Wiki
  • Podcast
20
Q

Define Blog

A

Online journal

21
Q

Define Wiki

A

Web page you can edit

22
Q

Define Podcast

A

Online audio or video file

23
Q

Promotions on the Web

A
  • Banner ads
  • Pop-up ads
  • Pre-roll video ad
  • Widgets
  • Search marketing
24
Q

An E-business website can

A
  • Broaden customer bases
  • Provide immediate access to current catalogues
  • Accept and process orders
  • Offer personalized customer service
25
Q

Successful Site Development

A
  • Establish goals
  • Implementation and interest
  • Pricing and maintenance
  • Assessing site effectivenes
26
Q

Implementation and Interest, content should be

A
  • Relevant to users
  • Easy to access and understand
  • Updated regularly
  • Written or displayed in a compelling way
27
Q

Pricing and Maintenance Costs

A
  • Development
  • Placing the site on a web server
  • Maintaining and updating the site
  • Promoting the site
28
Q

Assessing Site Effectiveness

A
  • Web to store shoppers
  • Click through rate
  • Conversion rate
  • Engagement
29
Q

Measure of Website Effectiveness

A
  • Research studies
  • Profitability
  • Website traffic counts
  • Click through rate
  • Conversion rates
30
Q

Define Social Media Platform

A

Type of software or technology that allows users to build, integrate or facilitate a community, interaction among user generated engagement

31
Q

Social Media Tool

A

Enables users to communicate with each other online

32
Q

List the Social Media Platforms

A
  • Social Networking Sites
  • Bookmarking Sites
  • Social News Sites
  • Blogging Sites and Forums
  • Microblog
33
Q

Define Social Networking Sites and provide an example

A

A website that provides virtual communities through which people can share information, post opinions and increase their circle of online friends
Examples: Facebook, Twitter, LinkedIn

34
Q

Define Bookmarking Sites and provide an example

A

A platform that gives users a place to save, organize and manage links to websites and other internet resources
Example: Pinterest combines bookmarking with social networking

35
Q

Define Social News Sites and provide an example

A

A platform where users can post new items to links to outside articles then vote on which postings get the most prominent display
Example: Digg, Reddit

36
Q

Define Blogging Sites and Forums and provide an example

A

Blogging Sites are platforms where a host or writer posts information or opinion on various topics and followers may respond
Forums are platforms where users post messages and hold conversations of specific topics
Example: Tumblr

37
Q

Define Microblog and provide an example

A

A blog posting that contains only a few words

Example: Twitter

38
Q

Social Media Tools

A
  • Sharing services
  • Blogs
  • Microblogs
  • Apps
  • QR codes
39
Q

Define Social Media Marketing (SMM)

A

Social media portals to create a positive influence on consumers toward an organization’s brand, goods and services, public image and website

40
Q

Essential features of Social Media Marketing

A
  1. Creates a buzz
  2. Creates ways for customers or fans to engage in conversations with each other and with the organization
  3. Allows customers to promote the firm’s messages themselves
41
Q

Search Engines

A

Provide shoppers with the greatest amount of information about products and companies and helps with comparison shopping

42
Q

Social Media Marketing Plan includes

A
  • Goals and strategies
  • Target market
  • Budget
  • Implementation methods
  • Tactics for monitoring, measuring and managing the SMM effort
43
Q

Setting Goals

A

Goals should be clear and felxible

44
Q

Determining the target market

A
  • Demographics
  • What the group needs or wants
  • Which of the firms’ products/social media will meet the needs and wants to particular groups of people
45
Q

Creating Content

A
  • Have a strong brand focus
  • Focus on the audience
  • Provide relevant information
  • Have share worthy texts and images
  • Include innovations to generate content
  • Offer promotions, discounts in exchange for participation
46
Q

Implementing the Plan

A

Create a timeline for rollout onto each social media platform

47
Q

Ethical Issues in Social Media Marketing

A
  • Workplace ethics
  • Be honest
  • Respect privacy
  • Be accountable

MKTG 2P91 (5 decks)

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