Chapter 10 E Marketing Digital Media and Social Networking 1 E Marketing The most important benefit is the ability to share information o Between marketers and consumers o Among employees o With suppliers 2 5 characteristics of e marketing Addressability they make a purchase Interactivity o The ability of a marketer to identify customers before Accessibility o Allows customers to express their needs and wants directly to the firm in response to its communications o The ability to obtain digital information on competing products prices reviews and details on firms o Keeps customers and businesses connected with each Connectivity other Control o Consumers ability to regulate the information they receive via the Internet 3 Facebook 4 Twitter The largest social networking site in the world Appeals to a broad demographic o Fastest growing demographic is women over 55 A hybrid social networking and micro blogging site Tweets are 140 characters or less 5 LinkedIn 6 Blogs via tweets Companies announce sales promotions and product updates Can help re build customer relationships A social network for professionals A profile resembles a r sum Facilitates professional networking job searches and Companies use the site to familiarize people with their recruiting business and interact with other Internet users Web based journals through which authors can editorialize Establish credibility 2 3 of Internet users read blogs Give consumers power over companies because they cannot control what bloggers write 7 Types of Digital Technology Users Creators Critics o Create their own media outlets e g blogs videos o People who comment on blogs or post ratings and reviews Collectors critics Joiners o Collect and organize content generated by creators and o Includes anyone who becomes a user of social networking sites or other online communities to connect and network o Read online information but do not produce any Spectators themselves Inactives 8 Product Considerations dwindling o Do not participate in online digital media numbers are The connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits
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