Chapter 3 & 4 : Digital Marketing: Online, Social, and Mobile & Conscious Marketing, CSR, and Ethics

What are the 4Es of digital marketing?

Excite, Educate, Experience, Engage.

How can companies excite customers?

Offer relevant and personalized content.

What is the goal of the educate step?

Teach customers about product value and benefits.

How do brands help customers experience their products?

Provide vivid information and virtual experiences.

Why is engagement important in digital marketing?

Engaged customers are more loyal and profitable.

What is the first step in the 7C framework?

Define Core Goals—align with target audience.

What is the role of Context Elements?

Ensure good design and easy navigation.

How does Content impact online marketing?

Uses SEO, SEM, and keywords to attract visitors.

Why is Community important in online marketing?

Encourages customer interaction through blogs and forums.

What is Commerce in online marketing?

Offering multiple purchasing options for customers.

How does Connection drive customer engagement?

Encourages interaction and repeat visits.

What are the five drivers of social media engagement?

Information, Connected, Network, Dynamic, Timeliness effects.

What is the Information Effect in social media?

Sharing relevant content with the audience.

How does the Connected Effect work?

People use social media to stay connected.

What is the Network Effect?

A single post can reach thousands instantly.

What is the Timeliness Effect?

Engaging customers at the right place and time.

What are the seven reasons people use mobile apps?

Me Time, Socializing, Shopping, Accomplishing, Preparation, Discovery, Self-Expression.

What are the four pricing models for mobile apps?

Paid apps, freemium, ad-supported, in-app purchases.

What are the three steps of customer engagement in digital marketing?

Listen, Analyze, Do.

Why is Listening important in digital marketing?

Helps companies understand customer sentiment.

What are key performance metrics in digital marketing?

Hits, page views, bounce rate, conversion rate, click paths, keyword analysis.

What are the five steps to launching a digital marketing campaign?

Identify strategy, target audience, budget, develop campaign, monitor & adjust.

What is a bounce rate?

Percentage of visitors who leave a site quickly.

What is a conversion rate?

Percentage of visitors who take the desired action.

What is sentiment analysis?

Analyzing social media to gauge customer opinions.

What is Conscious Marketing?

A business approach that considers ethical, social, and environmental responsibility while maintaining profitability.

What are the key areas of Conscious Marketing?

Ethical, social, and environmental responsibility.

How is Conscious Marketing different from traditional marketing?

It prioritizes ethical decision-making and stakeholder impact over just profits.

What is Corporate Social Responsibility (CSR)?

Voluntary business actions that address ethical, social, and environmental concerns.

How does CSR relate to Conscious Marketing?

CSR is part of Conscious Marketing but does not always integrate ethical decision-making into core business strategy.

Give an example of a company practicing CSR.

Walmart (sustainability initiatives but not fully conscious marketing).

How does Conscious Marketing differ from CSR?

Conscious Marketing integrates ethics at all levels, while CSR focuses on specific social responsibility programs.

Can a company practice CSR but not be a Conscious Marketer?

Yes, a company can have CSR programs but still make unethical business decisions.

Who are the five main stakeholders in Conscious Marketing?

Employees, Customers, Marketplace, Society, Environment.

How does Conscious Marketing benefit employees?

Ensures safe working conditions and ethical treatment.

How does Conscious Marketing benefit customers?

Increases awareness, builds trust, and improves brand equity.

How does the marketplace respond to Conscious Marketing?

Companies that lead in ethical marketing influence competitors to follow.

How does Conscious Marketing benefit society?

Companies that act responsibly improve communities and avoid harm.

Why is the environment an important stakeholder?

Sustainable practices ensure long-term success and public trust.

What is the role of Conscious Leadership?

Leaders set ethical standards and build a responsible corporate culture.

How did Newman’s Own show Conscious Leadership?

Donated over $400 million to charities since 1982.

What are the three phases of implementing Conscious Marketing?

Planning Phase (set mission), Implementation Phase (apply ethics), Control Phase (monitor & adjust).

What is the role of ethics in Conscious Marketing?

Ensures fair treatment of stakeholders and builds long-term trust.

Why is balancing stakeholder interests challenging?

Different groups have conflicting needs (e.g., profit vs. sustainability).

What is an example of an ethical dilemma in marketing?

A company using misleading advertising while donating to charity.

What are the four steps in ethical decision-making?

Identify Issues → Gather Info → Brainstorm Solutions → Choose Action.

What happens in Step 1: Identify Issues?

Recognizing potential ethical concerns in business decisions.

What happens in Step 2: Gather Information & Identify Stakeholders?

Understanding who will be affected by the decision.

What happens in Step 3: Brainstorm & Evaluate Alternatives?

Exploring different solutions to the ethical problem.

What happens in Step 4: Choose a Course of Action?

Implementing the best ethical solution.

Define Corporate Social Responsibility (CSR).

Voluntary actions to improve social, ethical, and environmental impact.

Define Conscious Marketing.

A marketing approach that integrates ethics, responsibility, and stakeholder well-being.

What is an ethical dilemma?

A situation where there is no clear right or wrong decision.

What is an example of unethical but socially responsible behavior?

A company that underpays workers but donates to charity.