Digital Marketing and Social Media- Chapter 16

Question 1

blog

Answer 1

short for weblog; a personal diary/journal on the web; info can easily be uploaded on to a website and is then available for general consumption by web users

Question 2

buzz marketing

Answer 2

the passing between individuals of info about products and services that is sufficiently interesting to act as a trigger for the individuals to share the info with others

Question 3

digital marketing

Answer 3

the application of digital technologies that form channels to market (internet) to achieve corporate goals through meeting and exceeding customer needs better than the competition

Question 4

microblogging

Answer 4

involves the posting of short messages on social media sites e.g. twitter

Question 5

mobile marketing

Answer 5

sending of text messages to mobile phones to promote products and build relationships with consumers

Question 6

multichannel

Answer 6

involves an organisation that is using different channels - physical retail stores, the web and mobile, to enable its consumers to buy, communicate, gain access to info or pay for goods and services. The organisation in return provides consistent levels of services and marketing mix across all channels.

Question 7

omni channel

Answer 7

the bringing together of all of the customers touch points into a seamless shopping journey, which means that every time the customer ‘touches’ or interacts with a company, for example by store, by phone, web by mobile

Question 8

QR codes

Answer 8

a form of bar code which, once scanned, can link the user directly to web content, digital adverts and other available content. They are easy to use and smartphones can read the codes

Question 9

social media

Answer 9

online community websites with individuals who can become members, share ideas and interests, e.g. facebook