Chapter 13 Digital & Social Media Marketing MKTG

Final Exam Chapter

Digital marketing is defined as

Marketing goods or services using digital mediums

Social media are

Internet-based applications that allow users to create and share content

Mobile computing allows

Transmission of data, voice, and video without a fixed connection

Today’s consumer is known as the

Always Connected consumer

Digital technology has created

Two-way conversations between brands and consumers

The three categories of media investments are

Paid, owned, earned

Brand democratization means

Consumers now direct and influence brands

Earned media refers to

Publicity from consumer-generated ratings, reviews, and comments

Digital communication has

Lowered barriers to market entry

Marketers must

Produce relevant, valuable content for each consumer

Micro‑moments occur when

Consumers reflexively turn to a device to act on a need

Of smartphone users, 82%

Consult their phones while deciding what to buy in-store

93% of online experiences begin with

A search engine

SEO refers to

Improving organic search rankings

SEM refers to

Purchasing ads on search engines

Social media marketing uses

Digital tools and platforms to engage consumers

Social media helps build a brand by

Developing deeper customer relationships

Customer engagement refers to

The quality of the relationship between a brand and its customers

Content marketing requires content that is

Valuable, relevant, and consistent

User‑generated content is

Content created by fans and followers

Social listening refers to

Identifying and assessing what is being said about a brand online

Customer service is now considered

The new marketing

Engagement measures

How people interact with content

Reach measures

Total audience size

Share of voice measures

Percentage of conversations focused on one brand