Fundamentals of Digital Marketing - Ch2: Integrating Digital into Wider Organizational Strategy

What is a mass-market B2C model?

A business model targeting a broad range of consumers with affordable products (e.g., FMCG brands).

How does a niche market B2C model differ from mass-market B2C?

targets a small, specific audience with specialized products (e.g., gaming accessories, luxury goods).

What is a freemium model?

A business model offering free basic features and paid premium upgrades (like: YouTube Music, Spotify).

How does B2B differ from B2C?

one sells products/services to businesses (like: SaaS companies, wholesalers), while the other sells directly to individual consumers.

What is cryptocurrency?

A digital currency that operates without banks, using blockchain for transactions (like: Bitcoin, Ethereum).

How does blockchain benefit businesses?

Secure transactions, transparency, data integrity, and decentralization.

What industries can use blockchain technology?

Finance, healthcare, education, real estate, and supply chain management.

What is affiliate marketing?

A strategy where affiliates promote products and earn commissions for driving sales.

Name the three key players in affiliate marketing.

1. Affiliates (Publishers), 2. Merchants (Advertisers), 3. Affiliate Networks.

What is an affiliate link?

A unique tracking URL that affiliates use to promote products and track sales.

What is dropshipping?

A business model where a seller doesn’t keep inventory but relies on third-party suppliers to ship products.

Give an example of an online marketplace.

Amazon, eBay, AliExpress, Etsy.