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

Flashcards 3 – Digital Marketing: Online, Social, and Mobile

The 4E Framework for Digital Marketing

🔹 Front: What are the 4Es of digital marketing?
🔹 Back: Excite, Educate, Experience, Engage.

🔹 Front: How can companies excite customers?
🔹 Back: Offer relevant and personalized content.

🔹 Front: What is the goal of the educate step?
🔹 Back: Teach customers about product value and benefits.

🔹 Front: How do brands help customers experience their products?
🔹 Back: Provide vivid information and virtual experiences.

🔹 Front: Why is engagement important in digital marketing?
🔹 Back: Engaged customers are more loyal and profitable.

The 7C Online Marketing Framework

🔹 Front: What is the first step in the 7C framework?
🔹 Back: Define Core Goals—align with target audience.

🔹 Front: What is the role of Context Elements?
🔹 Back: Ensure good design and easy navigation.

🔹 Front: How does Content impact online marketing?
🔹 Back: Uses SEO, SEM, and keywords to attract visitors.

🔹 Front: Why is Community important in online marketing?
🔹 Back: Encourages customer interaction through blogs and forums.

🔹 Front: What is Commerce in online marketing?
🔹 Back: Offering multiple purchasing options for customers.

🔹 Front: How does Connection drive customer engagement?
🔹 Back: Encourages interaction and repeat visits.

The Wheel of Social Media Engagement

🔹 Front: What are the five drivers of social media engagement?
🔹 Back: Information, Connected, Network, Dynamic, Timeliness effects.

🔹 Front: What is the Information Effect in social media?
🔹 Back: Sharing relevant content with the audience.

🔹 Front: How does the Connected Effect work?
🔹 Back: People use social media to stay connected.

🔹 Front: What is the Network Effect?
🔹 Back: A single post can reach thousands instantly.

🔹 Front: What is the Timeliness Effect?
🔹 Back: Engaging customers at the right place and time.

Mobile App Usage & Pricing

🔹 Front: What are the seven reasons people use mobile apps?
🔹 Back: Me Time, Socializing, Shopping, Accomplishing, Preparation, Discovery, Self-Expression.

🔹 Front: What are the four pricing models for mobile apps?
🔹 Back: Paid apps, freemium, ad-supported, in-app purchases.

Digital Marketing Strategy & Analytics

🔹 Front: What are the three steps of customer engagement in digital marketing?
🔹 Back: Listen, Analyze, Do.

🔹 Front: Why is Listening important in digital marketing?
🔹 Back: Helps companies understand customer sentiment.

🔹 Front: What are key performance metrics in digital marketing?
🔹 Back: Hits, page views, bounce rate, conversion rate, click paths, keyword analysis.

🔹 Front: What are the five steps to launching a digital marketing campaign?
🔹 Back: Identify strategy, target audience, budget, develop campaign, monitor & adjust.

Key Terms

🔹 Front: What is a bounce rate?
🔹 Back: Percentage of visitors who leave a site quickly.

🔹 Front: What is a conversion rate?
🔹 Back: Percentage of visitors who take the desired action.

🔹 Front: What is sentiment analysis?
🔹 Back: Analyzing social media to gauge customer opinions.

Flashcards Chapter 4 – Conscious Marketing, CSR, and Ethics

1. Conscious Marketing Basics

🔹 Front: What is Conscious Marketing?
🔹 Back: A business approach that considers ethical, social, and environmental responsibility while maintaining profitability.

🔹 Front: What are the key areas of Conscious Marketing?
🔹 Back: Ethical, social, and environmental responsibility.

🔹 Front: How is Conscious Marketing different from traditional marketing?
🔹 Back: It prioritizes ethical decision-making and stakeholder impact over just profits.

2. Corporate Social Responsibility (CSR)

🔹 Front: What is Corporate Social Responsibility (CSR)?
🔹 Back: Voluntary business actions that address ethical, social, and environmental concerns.

🔹 Front: How does CSR relate to Conscious Marketing?
🔹 Back: CSR is part of Conscious Marketing but does not always integrate ethical decision-making into core business strategy.

🔹 Front: Give an example of a company practicing CSR.
🔹 Back: Walmart (sustainability initiatives but not fully conscious marketing).

3. Conscious Marketing vs. CSR

🔹 Front: How does Conscious Marketing differ from CSR?
🔹 Back: Conscious Marketing integrates ethics at all levels, while CSR focuses on specific social responsibility programs.

🔹 Front: Can a company practice CSR but not be a Conscious Marketer?
🔹 Back: Yes, a company can have CSR programs but still make unethical business decisions.

4. Stakeholders in Conscious Marketing

🔹 Front: Who are the five main stakeholders in Conscious Marketing?
🔹 Back: Employees, Customers, Marketplace, Society, Environment.

🔹 Front: How does Conscious Marketing benefit employees?
🔹 Back: Ensures safe working conditions and ethical treatment.

🔹 Front: How does Conscious Marketing benefit customers?
🔹 Back: Increases awareness, builds trust, and improves brand equity.

🔹 Front: How does the marketplace respond to Conscious Marketing?
🔹 Back: Companies that lead in ethical marketing influence competitors to follow.

🔹 Front: How does Conscious Marketing benefit society?
🔹 Back: Companies that act responsibly improve communities and avoid harm.

🔹 Front: Why is the environment an important stakeholder?
🔹 Back: Sustainable practices ensure long-term success and public trust.

5. Leadership & Corporate Culture

🔹 Front: What is the role of Conscious Leadership?
🔹 Back: Leaders set ethical standards and build a responsible corporate culture.

🔹 Front: How did Newman’s Own show Conscious Leadership?
🔹 Back: Donated over $400 million to charities since 1982.

🔹 Front: What are the three phases of implementing Conscious Marketing?
🔹 Back: Planning Phase (set mission), Implementation Phase (apply ethics), Control Phase (monitor & adjust).

6. Ethics in Marketing

🔹 Front: What is the role of ethics in Conscious Marketing?
🔹 Back: Ensures fair treatment of stakeholders and builds long-term trust.

🔹 Front: Why is balancing stakeholder interests challenging?
🔹 Back: Different groups have conflicting needs (e.g., profit vs. sustainability).

🔹 Front: What is an example of an ethical dilemma in marketing?
🔹 Back: A company using misleading advertising while donating to charity.

7. The 4 Steps of Ethical Decision-Making

🔹 Front: What are the four steps in ethical decision-making?
🔹 Back: Identify Issues → Gather Info → Brainstorm Solutions → Choose Action.

🔹 Front: What happens in Step 1: Identify Issues?
🔹 Back: Recognizing potential ethical concerns in business decisions.

🔹 Front: What happens in Step 2: Gather Information & Identify Stakeholders?
🔹 Back: Understanding who will be affected by the decision.

🔹 Front: What happens in Step 3: Brainstorm & Evaluate Alternatives?
🔹 Back: Exploring different solutions to the ethical problem.

🔹 Front: What happens in Step 4: Choose a Course of Action?
🔹 Back: Implementing the best ethical solution.

8. Key Terms & Concepts

🔹 Front: Define Corporate Social Responsibility (CSR).
🔹 Back: Voluntary actions to improve social, ethical, and environmental impact.

🔹 Front: Define Conscious Marketing.
🔹 Back: A marketing approach that integrates ethics, responsibility, and stakeholder well-being.

🔹 Front: What is an ethical dilemma?
🔹 Back: A situation where there is no clear right or wrong decision.

🔹 Front: What is an example of unethical but socially responsible behavior?
🔹 Back: A company that underpays workers but donates to charity.