Chapter 8 Digital Marketing

Question 1

In terms of the internet evolution, describe Web 4.0.

Answer 1

In the beginning of the internet companies produced the content, this has evolved to user produced content to real-time communications, to now customer engagement and cloud operating systems. Web 4.0 or The internet of things creates new business models for OEM by differentiating with predictive maintenance and service/parts enhancements.

Question 2

Define channel integration.

Answer 2

When online and offline catalogs are integrated(matched), products are available from any digital platform.

Question 3

Describe brand engagement strategy.

Answer 3

Allowing customers to interact with the brand through social media, reviews, and personalization and customization. (Search Engine Optimization / integration of online and offline Marketing)

Question 4

What incentive types are cyber-baits?

Answer 4

Any lure or attraction that brings people to a website.
Financial Incentives
Convenience Incentives
Value-Added Incentives

Question 5

What does effective mobile marketing involve?

Answer 5

Involves understanding the social and shopping nature of mobile phones and incorporates it into the firm’s mobile marketing strategy. (Types = Display ads / search ads / video advertising / text messages / in-app purchasing / QR codes / geo-targeting)

Question 6

What is interactive marketing?

Answer 6

Involves two-way communication and involvement that targets individuals and engages consumers. The internet is the ideal medium. You can track activity and personalize messages.

Question 7

Describe geo-targeting.

Answer 7

Involves reaching customers where they are located by contacting their mobile communication devices.