MKTG 409: Ch. 9 - Digital Marketing and Social Media

digital media

electronic media using digital codes

-includes web, social, and mobile platforms

social networks

sites that enable user interaction and content sharing

- ex: linkedin for professional use

addressability

ability to identify customers before they make a purchase

- ex: cookies, personalization

interactivity

allows two-way communication between company and customer

pull media

users seek content themselves

- ex: choosing what websites to visit

MS & personalization

mobile tools used for target marketing

- ex: product recommendations

word-of-mouth

informal personal communication; includes viral marketing

accessibility

marketers' ability to access consumer information and preferences

connectivity

digital tools connecting consumers to marketers and each other

- ex: social sharing

control

consumers can control the info they view

- ex: unsubscribing, filtering ads