Chapter 8 - Social Media and Mobile Advertising Flashcards
What is the definition of social media?
Means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
What are some factors involved in individuals and networks?
Profiles (how you tell others about yourself)
Friends (trusted members on social media)
Groups (social networks help users find similar interests)
Social networks (interactions, discussion boards)
Opt-ins and opt-outs (ways to control information they share with friends and receive from others)
What is mobile advertising?
Sending promotional messages to consumer’s cell phones, iPads, electronic readers and other devices that people carry while on the go.
Explain the impact of social and mobile media on the marketing mix?
Product - marketers engage in product development use crowdsourcing to pull together various aspects ex. new products for smartphone use
Price - transparent online, deals, consumers more able to search for price alternatives
Place or distribution - via social media, buying digital products
Promotion - building brand awareness, encourage engagement, and provide information online
What are apps?
chunks of software (installed on your computer, tablet or smartphone) that are gateways to games, online resources, and social networking
What are some permissions sought by apps?
Basic permissions (name, gender, identifications)
User’s permissions (requests to allow installation to computer)
Friends’ permissions (request to share info with users)
sensitive information requests (questions about user’s highly personal lives)
What are some factors involving consumer engagement?
Sharing information with others
Convenience and entertainment
Passing time
Interpersonal relations
Promoting one’s self
Bonding and social capital
What is cognitive learning?
the premise that learning occurs in the front of sequential, mental processing of information when people face problems that they wish to resolve.
What is owned social media?
messages sent by marketers and delivered to consumers via channels that the marketers control
What is paid social media?
Messages sent via channels that are not owned by the marketers, who pay for using the channels
What is earned social media
Channels where consumers pass along messages about brands to one another
What are some widely used social media platforms?
Blogs and micro-blogs (twitter)
Social networks (facebook)
Widgets, games, apps
Mobiles phones
What are some discussed advertising strategies?
Twitter messages from corporate bosses received favourably
Train and empower employees to participate in social conversations with customers
Complex and risky (give up control of brand, customer complaints)
What are some effective social media strategies?
Planned together with traditional ads, considers social media’s simultaneous reach of different audiences, examines clicks on like or mine, uses bosses to tweet, has guidelines for employee social media
What are the four indicators of value from mobile devices?
Monetary value the device provides good value for the money that also exceeds the value consumers receive from using non-mobile communication devices
Convenience value The device saves times and money, improves efficiency and makes life easier
Emotional value The user feels good and relaxed when using the device
Social value The value is being accepted by others and impressing them
