MKT 300 EXAM 4 STUDY GUIDE
Digital marketing - Answers -develop communication and exchanges and with
customers; includes all digital media
Electronic marketing (e-marketing) - Answers -Strategic marketing mix that identifies
customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - Answers -The 4 steps of digital marketing
Benefits of digital marketing - Answers -Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - Answers -Reach new markets, access
inexpensive communication channels
Large business benefits of digital marketing - Answers -supplement their brick-and-
mortar stores
Consumers - Answers -This group has recently seen an increase in a tendency to
publish their thoughts, opinions, reviews, and product discussions through blogs or
other media
Marketer to the consumer - Answers -The shift of marketing power in the digital age
has caused marketing power to go from who to who?
A2A communication - Answers -Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what
kind of communication?
Paid Media, Owned Media, Earned Media - Answers -The social media marketing
methods from least to most impactful
Earned media - Answers -consumer communications and word of mouth comprise this
category of social media marketing; examples are the Waffle House Index and Honda's
trademark reliability
, Social network - Answers -users interact with other users by posting information and
engaging in conversation; these are also building business models for economic
success cause usage is growing and opportunities are available
Blogs - Answers -these are web-based journals that allow writers to editorialize articles
and interact with other internet users; gives consumers control and have corporate and
non-corporate types
Non-corporate blogs - Answers -privately edited/operated and influential blogs
Corporate blogs - Answers -Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
Core benefits for apps - Answers -offer convenience and costs savings to customers
while allowing companies to target consumers based on location and offer additional
incentives
Traditional mass media - Answers -less consumer-driven media that is indirectly
relayed to the consumer; tons of control over message, but little listening from
consumers
Social mass media - Answers -one-to-one convesations that allow experiences to be
shared quickly and amplifies word of mouth impact; tons of listening, but little control
over message; generally has more meaningful interaction than traditional mass media
1. Exposure - Answers -Quantitative qualities of this include: Page visits, Visitors,
Unique Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - Answers -Quantitative qualities of this include: Repeat visits, Time
Spent on Site, Total Interactions on Post/Page, Likes, Shares, Comments, Number of
Friends/Followers, Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
3. Influence - Answers -Quant: Links, Purchase Consideration, Likelihood to
Recommend
Qual: Sentiment (+/-/neutral)
4. Impact - Answers -Quant: New subscribers, # of Referrals, # of Content Downloads,
# of App Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency,
Abandoned Shopping Carts (negative)
Qual: Satisfaction, Loyalty
Digital marketing - Answers -develop communication and exchanges and with
customers; includes all digital media
Electronic marketing (e-marketing) - Answers -Strategic marketing mix that identifies
customer needs using digital media and digital marketing
1. Connect
2. Engage
3. Gather
4. Convert - Answers -The 4 steps of digital marketing
Benefits of digital marketing - Answers -Forge interactive relationships with consumers
Target markets more precisely
Reach markets that were inaccessible
Share information
Maintain a competitive advantage
Small business benefits of digital marketing - Answers -Reach new markets, access
inexpensive communication channels
Large business benefits of digital marketing - Answers -supplement their brick-and-
mortar stores
Consumers - Answers -This group has recently seen an increase in a tendency to
publish their thoughts, opinions, reviews, and product discussions through blogs or
other media
Marketer to the consumer - Answers -The shift of marketing power in the digital age
has caused marketing power to go from who to who?
A2A communication - Answers -Information sharing and the co-creation of value, where
consumers have a hand in getting exactly what they want, have increased due to what
kind of communication?
Paid Media, Owned Media, Earned Media - Answers -The social media marketing
methods from least to most impactful
Earned media - Answers -consumer communications and word of mouth comprise this
category of social media marketing; examples are the Waffle House Index and Honda's
trademark reliability
, Social network - Answers -users interact with other users by posting information and
engaging in conversation; these are also building business models for economic
success cause usage is growing and opportunities are available
Blogs - Answers -these are web-based journals that allow writers to editorialize articles
and interact with other internet users; gives consumers control and have corporate and
non-corporate types
Non-corporate blogs - Answers -privately edited/operated and influential blogs
Corporate blogs - Answers -Blogs that:
Answer consumer concerns
Defend their corporate reputations
Build enthusiasm for products
Develop customer relationships
Core benefits for apps - Answers -offer convenience and costs savings to customers
while allowing companies to target consumers based on location and offer additional
incentives
Traditional mass media - Answers -less consumer-driven media that is indirectly
relayed to the consumer; tons of control over message, but little listening from
consumers
Social mass media - Answers -one-to-one convesations that allow experiences to be
shared quickly and amplifies word of mouth impact; tons of listening, but little control
over message; generally has more meaningful interaction than traditional mass media
1. Exposure - Answers -Quantitative qualities of this include: Page visits, Visitors,
Unique Visitors, Reach Total Follower, CPM (cost per thousand exposures)
2. Engagement - Answers -Quantitative qualities of this include: Repeat visits, Time
Spent on Site, Total Interactions on Post/Page, Likes, Shares, Comments, Number of
Friends/Followers, Total Audience of All Shares, Use of Hashtags
Qualitative qualities of this include: Mentions, People Talking About a Brand
3. Influence - Answers -Quant: Links, Purchase Consideration, Likelihood to
Recommend
Qual: Sentiment (+/-/neutral)
4. Impact - Answers -Quant: New subscribers, # of Referrals, # of Content Downloads,
# of App Downloads, Sales, Repeat Sales, Conversion Rate, Purchase Frequency,
Abandoned Shopping Carts (negative)
Qual: Satisfaction, Loyalty
