The New Digital Landscape Flashcards
____% of Americans say that brands affect their shopping behavior?
fewer than 25%
When customers choose to interact with brands, they can _____?
- drive awareness
- cut costs for the firm by providing information or service to other customers.
A set of platforms that allow individuals to connect with a specified group of friends and family whom they choose to share content.
Social Media
Content
Stories, pictures, or videos online.
Mobile Technologies
Refer to the hardware and cellular and wireless services for accessing and storing data on a mobile device.
Organic Ranking
The list of nonpaid results that a search engine returns when users type in words or phrases into the site’s search box
Return on Investment (ROI)
The amount of revenue a strategy delivers after accounting for expenses.
Social Media and Mobile as Disruptive Technologies
- Impact revenue and require increased investment by firms.
- Are ubiquitous.
- Shift the balance of power.
- Change lives and work.
Fragmented
How consumers interact with a brand online or offline. It may also mean, the extent to which they expose themselves to different communications.
Digital Self (Persona)
Is the person he or she shows online, which may differ from their true personality or physical self.
Marketing Mix (Four Ps)
- Product
- Price
- Place
- Promotion
Marketers engaged in product development using crowdsourcing to pull together various aspects of the brand’s marketing mix.
Product
Consumers use mobile devices to seek out lower ___?
Prices
Marketers can now distribute products via social media to drive traffic to marketer websites and brick-and-mortar stores.
Place/Distribution
Brands can build awareness, encourage engagement, provide product information, and drive purchase behavior by ______?
Promotions
What is the seven C’s framework?
- Convergent
- Community-oriented
- Comprehensive
- Chaotic
- Content-driven
- Commercial
- Calculable
Convergent
Industries that merge in a synergistic manner to create new outcomes.
In the digital world, ______ refers to the media and technology industries in which information technology, communications networks, and content publishers share information across broadband and wireless networks.
Convergence
______ benefit firms by allowing companies greater variety in their content and locating more potential customers interested in the content or delivery.
Convergence
Social Media User Types
- Informers (Create, Design, Publish)
- Participants (Share, Follow, Like)
- Judges (Comments, Review, Criticize)
- Lurkers (Spy, Listen, Pretend)
_____ refers to a unified group of individuals with common interests linked by social, economic, professional, or political concerns.
Community
Social Media and Mobile Technology have considered _______ in that broad members of the world community participate in them and the information available through these technologies are vast.
Comprehensive
___ refers to groups of strangers who come together to solve a problem by providing their expertise online to their group.
Crowdsourcing
Blogs
“weblogs” that are discussion-based or informative websites often presented in reverse chronological order
Authoritative reports or guides helping readers understand an issue, solve a problem, or make a decision.
White Papers
Episodic audio and/or video series that can be downloaded or streamed.
Podcasts
____ are variables or metrics that measure a brand’s success and return on investment.
Key Performance Indicators (KPIs)
___ refers to blending various forms of promotion that all work together to create a clear and distinctive message.
Integrated Marketing Communications (IMCs)
