Exam 9: Digital Marketing and Social Media

Coca-Cola entices consumers to their website through contests and games,but they cannot force people to visit their website due to the ____ characteristic of online media.

Which of the following websites allows companies to search the network for potential employees with particular skills?

How have digital media and social networking changed the consumer's buying behavior?

While consumers can use websites to access more information,marketers can also use the same sites to get information on the consumer.

____ are more consumer-driven than traditional media.

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 9.1.The Disney website is missing ____,because the website does not offer the opportunity for customers to directly communicate with Disney employees.Customers cannot express their needs and wants directly to the company.

Use the following to answer the questions. 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.Google's mission is "to organize the world's information and make it universally accessible and useful." 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.For people who want to dialogue,Google provides various groups,blogs,social networks,and more.For people who want to explore and innovate,Google offers online labs.Google provides the resources for the scientist and poet alike,for the person who wants to actively interact with an online audience,and the person who just wants to sit and look. -Refer to Scenario 9.2.Google is the ultimate website for people who want to collect information.Google started out as a search engine and then expanded into offering many other services.____ were Google's initial target market.

Sites such as Twitter,Facebook,MySpace and LinkedIn can be used to gather information about consumers,but they are not a good substitute for focus groups.

General Motors communicates with consumers and stockholders via social networking.Which site would be the most beneficial for GM to post its stock information on?

Sony launched an online campaign that prompted people to visit the Sony website.In order to evaluate the success of the campaign,Sony should

Rather than wait for legislation to be passed regarding Internet rules,many web advertisers attempt self-regulation to govern how consumer information is collected and used online.

Bloggers can post whatever opinions they like about a company or its products,regardless of whether or not the blog's content is factually accurate.

____ uses the Internet and mobile and interactive channels to develop communication and exchanges with customers.

Companies use wikis as internal tools for teams working on projects requiring lots of documentation.

The average Facebook user becomes a fan of several ____ each month.

When using Facebook Fan Pages,companies must dedicate time to ____ in order to make Fans feel connected.

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

____ are those consumers who read what other consumers produce,but do not produce any content themselves

To communicate with their employees,companies may use wikis and podcasts.

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.