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What is a 'competitive advantage' in the context of an organization?
What is a 'competitive advantage' in the context of an organization?
- A disadvantage an organization has over its competitors
- The superior position an organization has over its competitors due to the value it provides (correct)
- The broad set of forces under the control of the marketer
- The negative reviews provided by customers that hurt sales
Who are 'publics' in the marketing environment?
Who are 'publics' in the marketing environment?
- Media organizations responsible for boosting an organization's image
- Individuals or groups who influence an organization's ability to achieve its goals (correct)
- Individuals or groups involved in direct competition with the organization
- Customers who provide positive reviews of products and services
How can negative customer reviews impact an organization's digital marketing efforts?
How can negative customer reviews impact an organization's digital marketing efforts?
- Encouraging customers to provide positive feedback
- Hindering sales and damaging the organization's image (correct)
- Boosting sales and enhancing the organization's image
- Attracting more customers to leave reviews
What is the PESTEL analysis used for in digital marketing?
What is the PESTEL analysis used for in digital marketing?
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Why is understanding customers paramount in digital marketing?
Why is understanding customers paramount in digital marketing?
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How do government publics like the FTC impact organizations in digital marketing?
How do government publics like the FTC impact organizations in digital marketing?
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What role does the media play in the marketing environment of an organization?
What role does the media play in the marketing environment of an organization?
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What is a key aspect of sustaining a competitive advantage in digital marketing?
What is a key aspect of sustaining a competitive advantage in digital marketing?
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Why should organizations pay close attention to managing relationships with customers?
Why should organizations pay close attention to managing relationships with customers?
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How can consumer groups impact organizations in digital marketing?
How can consumer groups impact organizations in digital marketing?
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Study Notes
Search Engine Optimization and Search Engine Marketing
- Search Engine Optimization (SEO) improves a website to optimize its use by search engines, resulting in a higher ranking on search engine results pages (SERPs).
- Search Engine Marketing (SEM) involves bidding on keywords or keyphrases, effective for generating direct sales or achieving digital marketing goals.
Social Media and Community Marketing
- Social media marketing involves advertising, promotion, sharing, branding, and connecting with consumers through social media platforms like Facebook, Instagram, LinkedIn, Twitter, and YouTube.
- Community marketing can take place through social media, blogs, and webcasts, focusing on building a community with consumers.
Mobile Marketing
- Every organization needs a strategy for mobile marketing, specifically for use via mobile devices.
- Mobile marketing strategies may include operating a mobile app, downloaded from platforms like Google Play and the Apple App Store.
The Importance of Digital Marketing Talent
- Hiring marketing employees and leadership well-versed in digital marketing can significantly impact an organization's success.
- Organizations that draw talent and input from across functional areas to consider optimal digital marketing strategies often flourish.
The Micro-Environment
Suppliers
- Suppliers are individuals or organizations that offer inputs, goods, or services necessary for an organization to manufacture or provide an end product or service.
- Managing supplier relationships, expectations, and negotiation enables an organization to be valuable to consumers.
Intermediaries
- Intermediaries are individuals, organizations, online services, and platforms that assist in the marketing of products and services.
- Online retailers, search engines, social media platforms, and others may be intermediaries, requiring careful selection for strategic planning.
Competitors
- The competitive landscape in a digital context can be substantial, with global competitors appearing in search engine result pages (SERPs).
- Finding ways to sustain a competitive advantage is challenging.
Publics
- Publics are individuals or groups that have a stake in or influence on an organization's ability to attain its goals and purpose.
- Consumer groups, government publics, and the media can impact an organization's digital marketing efforts.
Customers
- Understanding customers is paramount in digital marketing, requiring consistent value provision and excellent customer experiences.
- Managing relationships with customers is crucial, as negative experiences can lead to negative reviews and harm sales and image.
Marketing Environment
- The macro-environment is a broad set of forces generally not under the control of the marketer, affecting digital marketing.
- The PESTEL analysis is a commonly used framework for understanding the macro-environment.
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