IMS 418 Midterm: Midterm Study Guide
28 Jun 2018
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IMS 418 Exam #1 Midterm Study Guide
Module One – Digital Marketing Overview
● Describe the qualities of social media that differentiate it from traditional media
● Explain why social media has rewritten the rules of marketing
○ Traditional marketing is dead, buyers are no longer paying attention. Instead,
customers are turning to peers who can provide trustworthy information and
advice based on their own experience with the product or service.
○ Pay with a tweet example
■ People tweet about a book and then get sent a copy of that book...raises
awareness and “free” marketing
○ Buyers are no longer paying much attention
○ Traditional marketing and sales don’t make sense anymore
■ Ex: death of the traditional funnel
● Describe the key Internet trends **Name favorite slide from Meeker 2017 Internet
Trends*
○-phones are now good enough are are not improving fast enough for
people to want a new one every year
○-iOS holds 16% of the share while Android has 81%
○-Advertisers still spend way too much on traditional print and not enough
on mobile (most effective platform)
○-Ad blocking is up 94%
● Place Internet trends in the context of the hype cycle curve
○ Innovation Trigger
○ Peak of Inflated Expectations
○ Trough of Disillusionment
○ Slope of Enlightenment
○ Plateau of Productivity
● Describe what makes a "social business."
○Deloitte and MIT Sloan School survey of social business
○ -the "aha" moment among executives when they realize that the
relationship between consumer, business partners, and employees has
changed
○ - T-Mobile, for example, combined
○ social media with analytics to discover that customers
○ hated contracts
○ -organizations are encouraging employees to become
○ brand ambassadors by using social in everything
○ from building customer relationships to recruiting
○ new talent
● Use an RSS Feed
○ Feedly is an example of an RSS feed
○-like the way Netflix works compared to the old video store
○ Aggregates websites/media into one source
● Explain why the funnel no longer works as marketing model
○ The funnel model describes consumer behavior that no longer exists
○ We are in “the era of constant consideration,” there is never a narrowing of the
funnel
■ Brand consideration can be won or lost at any point up to the point of
purchase
■ Expand brand strategy to all moments
● Apply the Consumer Decision Journey to develop insight about moments of opportunity
for a Social Media Marketer
1. The consumer considers an initial set of brands based on brand perceptions and
exposure to recent touch points
2. Consumers add or subtract brands as they evaluate what they want
3. Ultimately, the consumer selects a brand at the moment of purchase
4. After purchasing a product or service, the consumer builds expectations based
on their experience to inform the next decision journey
Document Summary
Describe the qualities of social media that differentiate it from traditional media. Explain why social media has rewritten the rules of marketing. Traditional marketing is dead, buyers are no longer paying attention. Instead, customers are turning to peers who can provide trustworthy information and advice based on their own experience with the product or service. People tweet about a book and then get sent a copy of that bookraises awareness and free marketing. Buyers are no longer paying much attention. Traditional marketing and sales don"t make sense anymore. Describe the key internet trends **name favorite slide from meeker 2017 internet. Phones are now good enough are are not improving fast enough for people to want a new one every year. Ios holds 16% of the share while android has 81% Advertisers still spend way too much on traditional print and not enough on mobile (most effective platform) Place internet trends in the context of the hype cycle curve.
