Digital Business and E-commerce Chapter 1

What is one example of offline, owned media?

Brochures

How many users can be reached globally through online media?

Over 1 billion users

What is one potential risk of a transactional site?

Security attack

What is one cost/efficiency driver of e-commerce?

Increasing speed with which supplies can be obtained Signup and view all the answers

What is one competitiveness driver of e-commerce?

Improving the range and quality of services offered Signup and view all the answers

Why might a business use e-commerce to avoid losing market share?

Because its competitors are already using e-commerce Signup and view all the answers

What is the main difference between traditional businesses and digital businesses?

Their communication approaches Signup and view all the answers

According to Andy Grove, what is the equivalent force of the Internet in business?

A typhoon force Signup and view all the answers

What is the primary goal of content marketing?

To engage customers and prospects Signup and view all the answers

What is the Zero Moment of Truth (ZMOT)?

The moment when a customer searches for product information Signup and view all the answers

What is the primary focus of social media marketing?

Listening to customers and sharing content Signup and view all the answers

Which platform is most important for consumer audiences in social media marketing?

Facebook Signup and view all the answers

What is the primary goal of inbound marketing?

Attracting customers through content and search Signup and view all the answers

What is the main difference between inbound marketing and outbound marketing?

The customer's proactive approach Signup and view all the answers

What is the primary focus of a brand-building site?

To support the brand by developing an online experience Signup and view all the answers

What is the main objective of digital marketing?

To achieve profitable acquisition and retention of customers Signup and view all the answers

What is earned media traditionally known for?

Generating publicity through PR Signup and view all the answers

What type of media is a company's own website an example of?

Owned media Signup and view all the answers

What is the primary goal of retention in digital marketing?

To deliver integrated, targeted communications Signup and view all the answers

What is an example of a portal or media site?

A news or entertainment website Signup and view all the answers

What is paid media used for?

To invest in online advertising Signup and view all the answers

What is the focus of digital marketing in terms of customer communication?

Targeted communications through e-communications Signup and view all the answers

What type of social network is Wikipedia similar to?

Social knowledge Signup and view all the answers

What is the primary purpose of a transactional e-commerce site?

To enable online purchasing of products Signup and view all the answers

What is the main difference between digital business and e-commerce?

Digital business is focused on internal processes, while e-commerce is focused on external sales Signup and view all the answers

What type of website is Twitter an example of?

Social news Signup and view all the answers

What is the purpose of a services-oriented relationship-building website?

To stimulate purchase and build relationships Signup and view all the answers

What is the relationship between intranets, extranets, and the Internet?

Intranets are for internal use, extranets are for partners, and the Internet is for public use Signup and view all the answers

What is the main difference between company user-generated content and community, and other types of social presence?

Company user-generated content and community is integrated into product content Signup and view all the answers

What is the primary purpose of a social knowledge network like Yahoo!Answers?

To solve problems and show how products have helped others Signup and view all the answers