Chapter 09 Digital Marketing and Social Networking

Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company’s website dedicated to the ebook and encourages users to ask questions.

Refer to Scenario 9.1. Iftikhar develops a short informational video describing the benefits of mobile marketing. He wants to put it on a video sharing site that will reach as many people as possible. He should probably upload it on _______.

Vimeo

a podcast

YouTube

Twitter

Twitch

YouTube

Amy is a renowned food blogger. She is sent a free mixer from KitchenAid and is paid to promote the brand on social media. As is required by the _______, Amy clearly discloses her relationship with the brand by using #ad on all her content.

National Advertising Division (NAD)

Department of Justice (DOJ)

Federal Trade Commission (FTC)

Digital Advertising Alliance (DAA)

National Advertising Review Board (NARB)

Federal Trade Commission (FTC)

Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company’s website dedicated to the ebook and encourages users to ask questions.

Refer to Scenario 9.1. On the landing page, Iftikhar encourages users to ask questions and provide their input. He also provides contact information for his firm if users are interested in marketing analytics services. Iftikhar actively monitors the site so he can immediately answer questions or comments that internet users pose. He wants users to feel comfortable expressing their needs directly. This involves which characteristic of digital marketing?

Control

Connectivity

Addressability

Interactivity

Accessibility

Interactivity

Iftikhar works for a marketing analytics company. Iftikhar has turned to social media to spread the word about a new ebook that company has published about the benefits of mobile marketing. He created a landing page on the company’s website dedicated to the ebook and encourages users to ask questions.

Refer to Scenario 9.1. Suppose Iftikhar decides to develop a web-based journal in which writers can editorialize and interact with other internet users. This would be an example of a _______.

blog

podcast

wiki

social network

widget

blog

Waylon works for a company that produces temporary tattoos. His company wants to reach a young, highly engaged target market. His company currently has a profile on every major social media platform, but Waylon has been instructed to invest more resources into one platform. Which platform should Waylon focus on?

Pinterest

YouTube

Snapchat

Facebook

LinkedIn

Snapchat

A weather news channel launched a small bit of software users could download to their computer. This software would provide continual news updates about the weather forecast, including storm alerts, and links users directly to the company’s homepage. This is most likely which of the following?

Widget

Wiki

QR code

Blog

Podcast

Widget

Noel is concerned that she may be at risk for fraudulent activity based on her web activity. She decided to rethink the way she handles her privacy online. What is probably the best way for consumers to combat fraudulent activities?

Refraining from giving out personal information unless the site is legitimate

Stopping purchasing items over the internet

Hiring a fraud-detecting organization to look for fraudulent transactions

Using different passwords for each different site

Ensuring that you opt out of internet tracking

Refraining from giving out personal information unless the site is legitimate

Tamesha finds a dining room table on Wayfair that she is interested in purchasing. After a quick search, she finds a similar dining room table available on another furniture website, Houzz. The items are the same color and are made of the same materials. The websites even have similar free shipping offers. Tamesha chooses to purchase from Houzz because the price is slightly lower. Why must online marketers strive to differentiate their products from competitors—even more so than they might have to do with more traditional marketing channels?

Online distribution channels end up costing the customer more, requiring companies to differentiate their products to show their value.

Online promotion has become so common that marketers must use unique characteristics of the products to grab users’ attention.

The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

Products must be differentiated in order to ensure that they differ from the types of products sold in retail stores.

Nonprice competition has become much more important in attracting consumers than price competition.

The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

Zynga creates games that are downloaded to mobile devices. What is this type of software called?

Mobile marketing

A mobile application (app)

A podcast

A social network

A widget

A mobile application (app)

What is an example of a product that is accessible only on the internet?

Fabletics sells women’s leggings through its online subscription service or in its brick-and-mortar stores.

Steam provides gamers access to thousands of video games for PC and Mac. The games are downloaded from Steam to the user’s computer.

Pedego Electric Bikes manufactures and sells ebikes online and at its retail locations.

At Home is a home décor retailer that sells home accessories exclusively in its big box stores.

Sephora offers custom makeup applications.

Steam provides gamers access to thousands of video games for PC and Mac. The games are downloaded from Steam to the user’s computer.

Several college students are caught illegally downloading music from their dorm rooms. The students face a peer review board, and only one of the illegal downloaders is punished. Consumers tend to view certain behaviors as less ethically acceptable regarding illegally downloading protected content from the internet. Which behavior do you think motivated the student who received a punishment?

Downloading content because their friends do it

Downloading content just for fun

Downloading content for personal gain

Downloading content to see if they can get away with it

Downloading content because they can’t afford it

Downloading content for personal gain

A company that produces blood glucose meters created an online forum where people can interact and ask questions about the company’s products. Luciana loves to participate in online forums and is a long-time user of the company’s products, so she joins and often reads and comments on other people’s posts. This ability Luciana has to communicate with other consumers and the company through this online forum is an example of what characteristic?

Accessibility

Control

Addressability

Connectivity

Relationship marketing

Connectivity

Yvone is the new social media manager for a company that has never had a social media presence in the past. Her first project is to create a social media strategy. Which of the following should Yvone embed at the onset of her social media strategy that can allow almost real-time measurement and evaluation?

Key Performance Indicators (KPIs)

Sales analysis

Click-through rate (CTR)

Google Analytics

Prime Performance Analytics (PPAs)

Key Performance Indicators (KPIs)

Which of the following would be an example of digital media that marketers can use for promotional purposes?

Outside of an electric bus

Landline phone

Blu-ray player

Newspaper

Smart watch

Smart watch

Osvaldo works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Osvaldo has looked at the market and has found that the majority of the population is active on the internet. He is looking for the least expensive way to target these customers.

Refer to Scenario 9.2. If Osvaldo were to have cookies installed on the users’ computers, they would be able to detect when the user revisits the site. This demonstrates which of the following characteristics of digital marketing?

Control

Interactivity

Connectivity

Addressability

Accessibility

Addressability

Osvaldo works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Osvaldo has looked at the market and has found that the majority of the population is active on the internet. He is looking for the least expensive way to target these customers.

Refer to Scenario 9.2. Suppose Osvaldo wants to attract more users to his company’s products. He decides to do two things. First, he develops an online contest and posts it on the corporate blog and Facebook page. He believes the contest will encourage consumers in that country to spread the word. Secondly, he would like to offer them a temporary discount on products purchased within the next week. Osvaldo is focusing on the _______ and _______ aspects of the e-marketing mix.

price; product

promotion; price

promotion; product

promotion; distribution

distribution; promotion

promotion; price

Google has encountered many data privacy issues internationally. What are Web advertisers, such as Google, attempting to do in order to prevent regulation that would limit the information they can collect on users?

They are working with regulators to develop regulations that protect consumers.

They are suing the government for the right to collect this data.

They are reducing their data collection practices.

They are attempting to engage in self-regulation.

They are refusing to collect any information unless users give permission.

They are attempting to engage in self-regulation.

Instagram uses historical user data with statistical techniques to find answers and solutions to address future decisions. For example, when people like photos captioned with #dogsofinstagram, they are likely to be served additional organic content about dogs. What is Instagram using in this case?

Facebook Ads Manager

Predictive analytics

Key Performance Indicators (KPIs)

Click-through rate (CTR)

Google Analytics

Predictive analytics

Rebecca is starting an online business selling organic dog treats. She is interested in implementing something that will monitor her website and allow her to analyze the performance of her website, gathering valid metrics and understanding the way the strategy meets performance standards or underperforms based on expectations. For example, she wants to see her organic search traffic over time. What should Rebecca implement?

Mobile marketing

Facebook Ads Manager

Key Performance Indicators (KPIs)

Predictive analytics

Google Analytics

Google Analytics

Foster works for a company that sells Dungeons and Dragons miniatures. He was tasked with improving the performance of the company’s website and increasing web sales. Several months ago, Foster implemented Google Analytics to monitor the company’s web traffic.

Refer to Scenario 9.3. Foster is interested to know which products have the most views. Which section should he refer to in his Google Analytics account?

Conversions

Audience

Acquisition

Behavior

Real-time

Behavior

Foster works for a company that sells Dungeons and Dragons miniatures. He was tasked with improving the performance of the company’s website and increasing web sales. Several months ago, Foster implemented Google Analytics to monitor the company’s web traffic.

Refer to Scenario 9.3. Foster creates a popup window that asks for users to sign up for his company’s email newsletter. He refers to the _______ section to see how many people have signed up.

acquisition

behavior

conversions

audience

real-time

conversions

Volition, a skin care and cosmetics company, crowdsources its new product ideas from its customers. Its community votes online whether the idea should be produced. Which variable of the marketing mix is impacted by digital media in this case?

Promotion

Distribution

Omnichannel

Product

Pricing

Product

Amazon has expanded into door-to-door deliveries of groceries. Users can order groceries on Amazon’s website in select markets and have groceries delivered to their door. Which variable of the marketing mix is impacted by digital media in this case?

Pricing

Distribution

Promotion

Omnichannel

Product

Distribution

Many online retailers, such as Birchbox, Blue Nile, and Warby Parker, have established a presence in the traditional brick-and-mortar market to create a physical presence and increase awareness. This trend is a result of _______ retailing, a cross-channel strategy where retailers offer a seamless experience on mobile, desktop, or traditional retail spaces.

pricing

promotion

product

distribution

omnichannel

omnichannel

Jackson has been asked to recruit a marketing professional to be responsible for the strategic process of pricing, distributing, and promoting products, and discovering the desires of customers using digital media and digital marketing. The candidates need experience in not just the internet but also mobile phones, banner ads, digital outdoor marketing, and social networks. Jackson decides to post the job description with the job title _______ manager.

digital marketing

digital media

e-marketing

omnichannel

mobile marketing

e-marketing