Chapter 8

Question 1

Digital Media Channels

Answer 1

Online communications techniques using paid, owned and earned media to achieve goals of brand awareness, familiarity and favourability, and to influence purchase intent by encouraging users of digital media to visit a website or mobile app to engage with the brand or product, and ultimately to purchase online or offline through traditional media channels such as by phone or in-store. The six main channels include search engine marketing, social media marketing, email marketing, display advertising, public relations and partner marketing.

Question 2

Referrer or referring site

Answer 2

The source of a visitor to a site delivered via a digital media channel, typically from a click-through on an ad placement on a specific site or an advertising platform, e.g. from Facebook, Google or LinkedIn, or an ad or affiliate network.

Question 3

Push media

Answer 3

Communications are broadcast from an advertiser to consumers of the message, who are passive recipients

Question 4

Pull media and inbound marketing

Answer 4

The consumer is proactive in actively seeking out a solution and interactions with brands and is attracted through content, search and social media marketing.

Question 5

Interactivity

Answer 5

The digital medium enables a dialogue between company and customer

Question 6

Mass customization

Answer 6

The creation of tailored marketing messages or products for individual customers or groups of customers, typically using technology to retain the economies of scale and the capacity of mass marketing or production.