Ch 10 MKTG – Flashcards
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electronic media that function using digital codes; media available via computers, cell phones, smartphones and other digital devices that have been released in recent years
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digital media
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uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers; caputruing all digital channels for reaching customers
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digital marketing
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strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing
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electronic marketing
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ability of marketers and customers to share information
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benefit of emarketing
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biggest mistake a marketer can make when engaging in digital marketing is to treat it like a ___________
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traditional marketing channel
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addressability, interactivity, accessibility, connectivity, control
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characteristics that distinguish online media from traditional marketing
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ability of a marketer to identify customers before they make a purchase; registering to gain access to sites; provides opportunity for implementation of relationship marketing
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addressability
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enhances addressability by providing meeting ground for groups; a web based meeting place for friends family, coworkers, and peers that allow users to create a profile and connect with other users
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social network
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marketing knows who the customer is and can specifically address that person rather than using a more generic appeal
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addressable channel
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ultimate expression of the marketing concept
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addressability
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allows customers to express their needs and wants directly to the firm in response to its marketing communications; less intrusive; ex: interactive links on websites, blogs
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interactivity
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provides advantages of virtual sales rep with broader market coverage at lower costs; helps marketers maintain high quality relationships with existing customers
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interactivity
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ability to obtain digital information; allows customers to be more informed about the product
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accessibility
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help consumers to access more information about businesses; most important feature is convenience and cost savings offered to customer
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applications (apps)
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using accessibility to the firm's advantage; ex: offering $1000 prize to a winning logo design instead of going to advertising agency
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open innovation
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key contributions of social networking, connecting customers with marketers as well as with other customers; use of digital networks to provide linkages between information providers and users
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connectivity
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marketers are drawn to social networks because of the _______
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size and diversity of audience
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customers' abilities to regulate the information they view and the rate and sequence of their exposure to that information
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control
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the internet is sometimes referred to as a ______ because users determine which websites they are going to view; marketer has limited control to which users are exposed and in what sequence
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pull medium
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term coined to describe firms' efforts to use cutting edge technology associated with social networks and blogs to assist in workplace connections; involves software modifications to contribute to traditional software platforms used by large companies
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enterprise 2.0
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positive customer feedback is ____ that helps the company more than corporate messages do
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free publicity
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digital media is more ___ than traditional media
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consumer drived
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increased tendency of consumers to publish their own thoughts, opinions, reviews and product discussions through blogs or digital media; consumers' tendencies to trust other consumers over corporations - recommendations of friends, family and fellow consumers
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two major trends that caused consumer generated information to gain importance
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precursors to today's social networks began in 1970s with _______
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bulletin board system
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first modern social network; launched in 1997
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SixDegrees.com
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linked in profile resembles a
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resume
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mix of social networking and micro blogging
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twitter
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character limit on twitter
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140 characters
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web based journal in which writers editorialize and interact with other Internet users; short for weblogs
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blog
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_______ of internet users read blogs and more than ___ of bloggers say they blog about topics and brands which they feel strongly
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2/3 half
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companies also use blogs to _____
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answer consumer questions
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type of software that creates an interface that enables users to add or edit the content of some types of websites; ex: Wikipedia; can have negative publicity for companies since anyone can edit
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wiki
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audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers
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podcasts
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virtual, user created, 3d worlds that have their own economies, currencies, lands and residents
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virtual realities
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websites that allow online shoppers to find the best deals
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deal websites
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consumers who create their own media outlets, such as blogs, podcasts, wikis
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creators
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people who comment on blogs or post ratings and reviews
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critics
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most newly recognized; gather info and organize content generated by critics and creators; use RSS feeds; add tags to photots; vote for websites online
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collectors
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creators, critics, collectors, joiners, spectators, inactives
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social technographics
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anyone who becomes a member of a social networking site and visits the sites
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joiners
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read blogs, watch videos, read ratings; largest group in most countries; dont produce any content themselves
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spectators
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do not participate in social media activities
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inactives
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online shopping and physical store
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brick and clicks
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firm provides a product with push to get the product to the customer while at the same time connectivity aids those channel memebers that desire to find each other - the pull side
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push-pull dynamic
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digital promotions increase _____
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brand awareness
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the most flexible element of the marketing mix
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pricing
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refers to the way digital media can be used to outsource tasks to a large group of people
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crowdsourcing
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any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information
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online fraud
