Exam 3: Digital Marketing: Online, Social, and Mobile

At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with guests. If a guest has a problem or question, the answer is just a hashtag away. Based on the Wheel of Social Media Engagement, this effective manner of back-and-forth communication demonstrates the

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Which element of the 7C framework for online marketing is the basis of any marketing strategy?

Burger King has become known for launching edgy-and often risky-advertising and social media campaigns. How might Burger King use sentiment analysis to gain insights into consumers' reactions to a new ad campaign?

When the luxury auto brand Mercedes-Benz needed to target affluent potential customers with the launch of its new E- and C-class models, it turned to ________ because its users represent a professional audience that aligns with the company's target customer base.

In a process called ________, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

Provide an example of how a company, such as Coca-Cola, might engage a customer through the use of beacon technology.

What is a pricing model for apps discussed in your text?

Renata is a famous YouTube personality who gives daily make-up and hair styling tips. She often does product reviews in her videos, which gives her viewers the chance to "try on" a product before they buy it. Which aspect of digital marketing do these videos represent?

Which app would help consumers fulfill their "need to accomplish"?

Companies can find out a lot about customers by listening to (and monitoring)what they say on their social networks, blogs, review sites, and so on. One technique that firms use to monitor such activity is called

Discuss how a company can use crowdsourcing. Provide an example of a company that used this technique.

Derek posted an entry in his blog talking about how happy he is with his new GoPro camera and how it will be the only brand he will purchase in the future. As a customer, which facet of the 4E framework for social media is Derek most exhibiting?

Just like a corporate blog, most personal blogs have marketing implications.

What forms of social media are good choices for "exciting" the customer?

An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

Describe how context elements can affect the online marketing framework.

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application demonstrates which of the 4E framework objectives?

Suppose that a food delivery company near campus wants to use social media to get more people to use their services. The manager plans to offer a 25% one-time discount to anyone who "likes" the company's Facebook page. In this situation, how would you measure the conversion rate?