Digital marketing

Question 1

Why are online communities valuable to companies

Answer 1

building brand awareness and values
Providing access to the voice of loral customers
increasing supplier commitment
generating revenue from new and existing customers

Question 2

characteristics of the internet as a marketing tool

Answer 2

communication style
social presence-communications are taking place at a personal level
consumer control of contact-more willing to participate as they are in control
consumer control of contact- becomes more interactive

Question 3

5 dimensions of service quality

Answer 3

Easy access
website interface should be informative, easy to navigate
Trust
attention to customer needs
creditability- shouldn’t have exaggerated claims and small print

Question 4

factors influencing website traffic

Answer 4

search engine ranking
loading times
website layout
content - must be up to date

Question 5

5 band value of an online retailer

Answer 5

emotional connection 
online experience 
responsive service nature 
trust
fulfilment

Question 6

social media

Answer 6

marketers need a social marketing presence in order to remain competitive and maintain brand awareness
word of mouse marketing
marketers can gain instance access to customers views and ideas

Question 7

main types of information flow with social media

Answer 7

firm to consumer- social media ads and brand advertising
consumer to firm-gain a good insight as customers offer comments and reactions
interaction among customers- word of mouth and brand communities