Only $35.99/year

MKT 300 Chapter 13

Terms in this set (23)

The widespread diffusion of digital technologies is reshaping the business world. Digital marketing is an umbrella term that refers to the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms. We've used the term social media throughout, but here let's define it formally: Social media refers to Internet-based applications that enable users to create their own content and share it with others who access these sites. Social media are playing an increasingly important role in how consumers discover, research, and share information about brands and products.

The social media revolution is being empowered by the massive diffusion of wireless Internet access and mobile computing. Mobile computing is technology that allows transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection. The combination of social media networks and mobile computing has had a particularly profound impact on consumer behavior, and in turn, on marketing practice. Mobile computing gives social media and other forms of digital marketing a stronger sense of immediacy—its "now" factor. By integrating mobile applications with sensing An always-on digital lifestyle can take a mental toll. One study looked at what happened when people shut off their attention to social networks. Many began to feel isolated and grew concerned that they were missing out on what was occurring in the world around them. People have termed this feeling fear of missing out (FOMO). As this feeling continues to strengthen with the use of social media sites, observers caution that individuals' perceptions of reality can become skewed and affect their own life satisfaction technologies embedded into today's devices, businesses are able to provide personalized services and offers based on location, interests, and social context.
Search marketing encompasses two closely related practices: search engine optimization and search engine marketing:

Search engine optimization (SEO) is the process of getting more traffic based on higher rankings of free or "organic" search results on search engines.

In contrast, search engine marketing (SEM) is the process of generating website traffic by purchasing advertisements on search engines.

SEO targets various kinds of search, including image search, local search, video search, academic search, news search, and industry-specific vertical search engines. SEO tactics influence organic page rankings by influencing the relevance and popularity of web content. Websites and pages that remain stagnant signal to search engines that the content is likely to be less relevant to user searches. It is critical that online marketers continuously update their sites with new, interesting, and relevant content.

SEM uses paid listings—purchased links that typically appear either at the very top or upper right of a search-results page. Google AdWords is, by many measures, the most popular paid search platform used by search marketers. It is followed by Bing Ads, which also serves a significant portion of ads that appear on Yahoo!. After preparing a small ad to appear on either of these platforms, marketers choose search terms that will make an ad show up in the search results. With Google AdWords, the price-per-click for these search terms will vary based upon demand. The marketer specifies a daily budget for the paid ad and the ad is then ready to go live.
A blog (short for web log) is an online journal in which people or companies post their thoughts and other content. Blogs are usually related to narrowly defined topics. According one source, there are more than 31 million blogs in the U.S. today. Many bloggers use social networks such as Twitter and Facebook to promote their blog content.

A white paper is a concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision.

E-mail marketing lets marketers send highly targeted, personalized, relationship-building e-mail messages. However, spam—unsolicited, unwanted commercial e-mail messages that clog e-mail inboxes—is a source of continuous irritation for many customers. To address concerns relating to spam, most legitimate marketers now practice permission-based e-mail marketing. They send product information only to customers who "opt-in," and they make it easy to "unsubscribe" if the recipient tires of the e-mail relationship.

Video marketing involves posting digital video content on brand websites or social media sites such as YouTube, Facebook, and others. Shoppers find visual content helpful for informing decisions. Research found videos 50 times more likely to receive an organic first-page ranking than traditional text pages. Recent neuromarketing research shows that animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable.