Exam 10: Digital Marketing and Social Networking

Describe the six segments included in the Social Technographics Profile.

Describe the opportunities that have evolved in marketing due to the use of digital media.

Scenario 10.2 Use the following to answer the questions. Regardless of their age,income,or gender,an increasing number of people are turning to the Internet to search for information,products,people,news,maps,entertainment,and whatever else you can think of.At the forefront of this massive search is Google;accompanying Google are social media sites such as Facebook,Twitter,and Pinterest.Google has developed methods for making information useful to all types of Internet users.Some users want to critique the information,some just want to read the information,and some want to be the information writers.Facebook,originally used as a social networking application,is now picked up by retailers,brands,celebrities,churches,political campaigns,and non-profit agencies who are designing Fan Pages.Twitter is a more real-time site and,as is Pinterest,a more personally-affiliated medium. -Refer to Scenario 10.2.If the Morningside Church wants to provide its members with a venue to read what other people think about its ideas,worship style,and community services,and to share their own ideas,it could use ______.Those who would most likely want to simply read the opinions of others are _____,while those who would like to also share their own ideas,are ____.

Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.They know how to appeal to all types of consumers and utilize the full potential of digital media.The Disney website immediately catches your attention with sights and sounds that come alive.Not only can you catch a glimpse of an upcoming movie,but also connect with your favorite characters from movies past.The website offers age-appropriate games and activities,including the ability to create a fairy-tale cottage.The Disney Parks have their own links of course,along with Radio Disney,the Disney Store,family vacation packages,and an educator's corner.An adult or child can enjoy navigating through the electronic marketing of Disney. -Refer to Scenario 10.1.Disney's Fan Page on Facebook allows people to link with other Disney enthusiasts.This is an example of

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network.This is an example of a

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.

Explain the ethical issues associated with digital media.

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green.Zipcar encourages its users to go to a blog and make comments or post ratings and reviews.These people would be called ____ with reference to the blog.

____ includes any attempt to intentionally conduct dishonest activities online.

Digital marketing is a term used for any electronic media that functions using digital codes.

____ are web-based journals in which writers can editorialize and interact with other Internet users.

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites.Which of the following statements would most likely describe the companies that can use Dion's services?

KFC has restaurants in Mexico where Inactives make up the majority of the online population.To match their marketing efforts with the characteristics of the population,KFC should

Social networking sites are useful for large business,but are not financially feasible for small businesses.

____ are those consumers who construct their own media outlets,such as blogs,podcasts,consumer-generated videos,and wikis.

Telluride Ski Resort in Telluride,Colorado is a world-class ski destination.Taylor is a newly-hired manager of digital media and electronic marketing for Telluride.Taylor remembers reading about a new trend in video marketing,using _________ to engage and create a community of customers.

An accessible channel means the marketer knows who the customer is and can specifically address that person.

Twitter is useful for communications between friends,but not for communications between businesses and customers.

____ facilitates ____,as it enables customer engagement to facilitate product innovation.

Anyone who becomes a member of MySpace,Twitter,Facebook,or other social networking sites is a