Marketing Chapter 13: Digital Media, Social Channels, Analytics, and Ethics Cartes

What is e-business?

Carrying out the goals of business through utilization of the internet.

Define digital media.

Electronic media that function using digital codes via computers, smartphones, and other digital devices.

What is digital marketing?

Uses all digital media to develop communication and exchanges with customers.

What are the three types of media in digital marketing?

Paid media, owned media, and earned media.

What does 'addressability' mean in digital marketing?

The ability of the marketer to identify customers before they make a purchase.

Give an example of addressability.

Amazon installs cookies on a user's computer that allows it to identify the owner when they return to the website.

What is interactivity in digital marketing?

The ability of customers to express their needs and wants directly to the firm in response to its marketing communications.

Provide an example of interactivity.

Texas Instruments interacts with its customers on its Facebook page by answering concerns and posting updates.

What does accessibility refer to in digital marketing?

The ability for marketers to obtain digital information.

How does Google utilize accessibility?

Google can use web searches done through its search engine to learn about customer interests.

Define connectivity in the context of digital marketing.

The ability for consumers to be connected with marketers along with other consumers.

What is an example of connectivity?

Volition Beauty's website encourages customers to submit their makeup and skin care product ideas, which can then be voted on by other users.

What does control mean for customers in digital marketing?

The customer's ability to regulate the information they view as well as the rate and exposure to that information.

What is user-generated content?

Content created by users about a business or product, often shared on social media.

What are the four components of the marketing mix?

Product, Distribution, Promotion, Pricing.

How does digital media affect product considerations?

Digital media connectivity creates opportunities to add services and benefits to products.

What is omni-channel retailing?

Integrates the different methods of shopping available to consumers.

What is the main competitive advantage of Shopify?

Its ecosystem, providing an all-in-one service for e-commerce without needing coding knowledge.

What are the promotion considerations in digital marketing?

Increasing brand awareness, connecting with consumers, and forming relationships.

How can digital marketing enhance a product's value?

By providing service, information, and convenience.

What is the most flexible element of the marketing mix?

Pricing.

What is the primary purpose of social networks in digital marketing?

To interact with customers and promote products.

Which social networking site is the most popular in the world?

Facebook.

What is the focus of Instagram in digital marketing?

Video and photo-sharing to build communities and interact with customers.

What type of audience does Snapchat primarily target?

A young, highly engaged audience.

What is the significance of online monitoring and analytics in digital marketing?

It helps businesses track performance and make informed decisions based on data.

Identify a legal consideration in digital media.

Compliance with privacy laws and regulations regarding user data.

What is an ethical consideration in digital marketing?

Ensuring transparency and honesty in advertising practices.

What is YouTube primarily known for?

A video platform owned by Google, often used as a search engine.

What type of content is TikTok focused on?

Short-form mobile video.

What unique feature does Pinterest offer?

Visual bookmarking with e-commerce features that mimic in-store shopping.

What is LinkedIn primarily used for?

Networking for businesses and business professionals, often in B2B marketing.

What is a key characteristic of Meta's approach to competition?

History of mimicking features from other companies, such as Stories and Reels.

What does content marketing involve?

Creating and distributing useful content to increase brand awareness.

What are some tools used in mobile marketing?

SMS messages, multimedia messages, mobile advertisements, mobile websites, location-based marketing, and mobile applications.

What is the purpose of email marketing?

To promote new products, share educational content, and engage customers through personalized communication.

What does search engine marketing (SEM) encompass?

Strategies to increase visibility in search engine results through paid advertising.

What is the role of Google Analytics in digital marketing?

To track, monitor, and analyze website traffic and user behavior.

What are key performance indicators (KPIs) in social media marketing?

Metrics that should be established at the outset of a social media strategy to evaluate performance.

What is crowdsourcing in digital marketing?

Using digital media to gather opinions or needs from potential markets.

What are some ethical concerns in digital marketing?

Privacy issues, identity theft, online fraud, and the need to protect intellectual property.

What is the General Data Protection Regulation (GDPR)?

A comprehensive data protection law in the EU that governs how personal information is handled.

What is identity theft?

The unauthorized use of someone else's personal information, often facilitated by security breaches.

What are some common forms of online fraud?

Hacking and credit card fraud.

What does intellectual property theft include?

The unauthorized use of protected creations such as songs, movies, books, and software.

What is the impact of digital media on marketing efficiency?

Digital media can enhance productivity but may require new skills and training for employees.

What is the significance of accessibility in digital marketing?

Ensures that marketing content is reachable and usable by all consumers, including those with disabilities.

How does digital media affect the marketing mix?

It requires a careful blend of traditional and digital strategies to effectively reach consumers.

What is the purpose of using generative AI in email marketing?

To create customized content that matches consumer interests and behaviors.

What are some risks associated with using personal data in marketing?

Potential for privacy violations and misuse of information without consumer knowledge.

What is the FTC's requirement for influencers?

Influencers must clearly disclose any connections they have with brands they promote.

What are some challenges in transitioning to digital media?

It may require new skills and additional training for employees.

What is the role of consumer feedback in digital marketing?

Allows businesses to monitor customer opinions and adapt their strategies accordingly.