Digital Marketing

What is the primary goal of marketing according to the provided text?

To satisfy the wants and needs of specific consumer groups at a profit.

Marketing identifies customer needs and determines which _____ the organization can serve best.

target markets

How did Chaffey and Ellis-Chadwick (2012) define digital marketing?

Achieving marketing objectives through applying digital technology.

Digital marketing is considered a sub-branch of _____ marketing.

traditional

According to Royle and Laing (2014), digital marketing has significantly contributed to the _____ of marketing.

individualization

Why is digital communication specifically important in the healthcare sector?

Because people frequently use online searches for health-related topics, diseases, and drugs.

Concept: Direct Marketing

Definition: Treating customers as individuals and defining them by both characteristics and behavior.

In digital marketing, 'Interactive Marketing' is defined by the ability to address an individual and gather their _____.

response

List three digital technologies used as communication tools for promotional activities.

Websites, E-mail, and Social media.

What does the characteristic of 'Intelligence' refer to in digital marketing?

The use of effective data points, such as the right keywords.

What is 'Ubiquity' as a characteristic of digital marketing?

The ability to be present or available everywhere at all times.

Concept: Peer Endorsement

Definition: Seeding a message on social networking sites to be transmitted through online communities.

How does the speed of research compare between traditional marketing and digital marketing?

Traditional takes weeks or months, while digital takes hours or days.

Unlike traditional surveys and focus groups, digital marketing often relies on online _____.

experimentation

What is a major challenge when integrating digital marketing with traditional practices?

The requirement for specific new skills and adequate training for each platform.

What are the two primary requirements for digital content creation mentioned in the text?

Content must be succinct and brief.

Concept: Earned Media

Definition: Media coverage or visibility gained through methods other than paid advertising, often peer-endorsed.

Concept: Owned Media

Definition: Communication channels that are under the direct control of the business owner.

Concept: Paid Media

Definition: Marketing efforts where a business pays to leverage a third-party channel, such as social media ads.

Name the three 'lenses' a future pharmacist should use to look at digital marketing.

The marketer's lens, the consumer's lens and the researcher's lens

Which type of feedback tool helps identify why a user is visiting a site and if they found what they needed?

Site user intent-satisfaction survey.

What is 'Crowdsourcing product opinion software' used for?

Gathering feedback and ideas from a large group of people online regarding products.

What is a significant public health risk associated with digital Direct-to-Consumer Advertising (DTCA)?

The promotion of substandard pharmaceutical products and services.

Digital forms of DTCA pose ethical issues regarding the violation of a client's _____.

privacy

According to the illicit online pharmacy ecosystem diagram, what type of manufacturer supplies these pharmacies?

Unauthorized manufacturers.

What skill should a pharmacist look for in a digital marketing firm regarding search engines?

Search Engine Optimization (SEO).

A practicing pharmacist should register their business with _____ to improve local visibility.

local directories

Why is it important for pharmacists to encourage patient reviews on platforms like Yelp or Google?

To manage online reputation and monitor customer experiences.

What demographic represents a large percentage of internet and technology users that pharmacists should consider?

Youth and adolescents.

What is the 'measurement challenge' in digital marketing for a practicing pharmacist?

The difficulty of accurately monitoring and measuring the efficacy of online marketing efforts.

In digital marketing, communication should be _____ rather than just one-way broadcasting.

interactive

What does the term '24/7 availability' imply for a digital marketing strategy?

Information and services are accessible to consumers at any time of day or night.

Digital marketing should be seen as _____ to any marketing approach rather than an 'add-on'.

central

What is the role of 'Data mining' in a digital business context?

Analyzing large datasets to discover patterns and inform business growth strategies.

Which digital tool allows for 'Simple page or concept feedback'?

Website feedback tools.

Identify one facilitator to digital marketing mentioned in the discussion questions.

Digital technology accessibility.

One major difference between traditional and digital data is that digital data generated is much _____.

larger

Traditional marketing typically uses _____ to understand customer opinions.

focus groups

What is the primary function of a 'Web Host Service' in the online pharmacy ecosystem?

To provide the infrastructure needed for the pharmacy website to be accessible on the internet.

What is 'Digital advertising'?

The use of internet-based channels to deliver promotional messages to consumers.

Pharmacists should ensure their website is _____ to help customers find them through Google.

search engine friendly

What is 'E-commerce'?

The buying and selling of goods or services using the internet.

Digital marketing allows for 'Intelligence' by enabling marketers to analyze customer _____ implications.

buying behavior

The 'immediacy of response' in digital marketing makes it easier to _____ with clients.

engage

Digital marketing is 'targetable,' meaning messages can be sent to _____ consumer groups.

specific

What is 'Individualization' in digital marketing?

The ability to tailor marketing messages to the specific needs and interests of a single user.

Digital marketing must be _____-centered to be effective.

client

What does 'Integration' refer to in digital marketing characteristics?

The coordination of various digital channels and traditional methods to create a unified strategy.

Why is 'Foresighting' listed as a take-home message for digital marketing?

To emphasize the need to anticipate future trends and technological changes in the industry.

List a specific health topic people search for online as mentioned in the text.

Medical treatments or prescription drugs.