Exam 19: Managing Digital Communications: Online, social Media, and Mobile

Identify and describe the rungs on the customer loyalty ladder in ascending order.

The newest and fastest-growing channels for communicating and selling directly to customers are digital.

Identify two general guidelines for Search Engine Optimization and paid search ads.

When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock market fell by 100 points or more,it was an example of an interstitial.

From a consumer's perspective,what are the limitations of getting information from an online review?

AT&T found word of mouth was one of its most effective drivers of its sales.

Internet users spend only 5 percent of their time actually searching for information.

What is paid search advertising and why is it increasing in popularity?

Provide five examples of things a marketer might track to measure buzz.

P&G's Vocalpoint is a group built on the premise that moms who have conversations with three to five women each day are more influential than women who speak to 25 to 30 other women during the day.

Only 4 percent of content cascades to more than one person beyond the initial recipient.

Search engine optimization (SEO)describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

One of the key recommendations for managing Web site privacy "touch points" is preventing human intrusion by using automation whenever possible.

Non-digital media provide marketers and consumers with opportunities for much greater interaction and individualization than digital media.

Microsites are less relevant for companies selling low-interest products.

To increase the effectiveness of e-mails,some researchers are employing "heat mapping," which tracks eye movements with cameras to measure what people read on the computer screen.

Social media play a key role in earned media.

It is difficult for marketers to trace the effects of online marketing communications.

What are some challenges associated with mobile marketing and how should advertisers overcome them?

Identify three ways marketers can maximize marketing effectiveness of e-mails.