chapter 17

Question 1

what is Digital and social media marketing

Answer 1

it is using digital marketing tools such as
websites, social media, mobile apps and ads, online video, email, and blogs
that engage consumers anywhere, anytime via their digital devices

Question 2

what is the goal of digital and social media marketing

Answer 2

to build direct customer engagement and community

Question 3

what is included in digital and social media marketing

Answer 3

online marketing, marketing web sites, online advertising, e-mail marketing, spam, online video marketing, blogs, social media and mobile marketing

Question 4

whats Viral marketing

Answer 4

The digital version of word-of-mouth
marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

Question 5

what are Branded community Web sites

Answer 5

websites that present brand content that
engages consumers and creates customer community

Question 6

what is OMNI-CHANNEL RETAILING

Answer 6

creates a seamless cross-channel buying
experience that integrates in-store, online, and mobile shopping—creates a single shopping experience. example: buy online, pickup in store

Question 7

whats AAFG

Answer 7

Amazon, Apple, Facebook and Google

Question 8

what are click through rates

Answer 8

The number of clicks divided by the number
of impressions. think of the 2nd, 3rd, 4th pages on google

Question 9

whats Search engine optimization

Answer 9

The process of maximizing the number of
visitors to a particular website by ensuring that the site appears high on
the list of results returned by a search engine

Question 10

what are CONSUMER’S FIVE LEVELS OF PARTICIPATION

Answer 10

1. Creators (publish blogs, upload videos)
2. Critics (ratings and reviews)
3. Joiners (join Instagram)
4. Spectators (read comments, watch videos)
5. Inactives (none of the above)