Chapter 15
Social Media Marketing
By Boundless
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Social media websites and applications allow users to create and exchange user-generated content on the web.
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Social media serves as a cost-effective communication channel for promoting brands to target audiences.
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Digital marketing uses internet-connected devices to engage consumers with online advertising, primarily through pull or push methods.
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Types of Internet advertising include banner, semantic, affiliate, social networking, and mobile.
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Mobile marketing is the practice of promoting brands over mobile devices such as smartphones, portable media players and tablets.
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Understanding consumers' social behavior online and offline is essential to developing viable marketing communications strategies.
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Consumer-generated content can be text, images, video or other digital information posted and shared by end-users.
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Web advertisers study online behavior and use the results to increase the effectiveness of their campaigns.
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Social media applications for mobile devices are an effective way to advertise to consumers because consumers spend so much time on their mobile devices.
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The World Wide Web has become a key commercial center, and thus, an increasingly important place where companies target potential customers.
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Marketing teams must adjust their marketing mix strategies accordingly to adapt and succeed in a rapidly changing media environment.
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Marketing campaigns can be enhanced through the use of mobile apps, designed to run exclusively on smartphones and tablets.
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Real-time and location-based web are key trends for marketers to understand as they try to develop image, create awareness, and increase sales.
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Digital media technologies are enabling researchers to use increasingly sophisticated tools to collect data via the Internet.
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Consumer privacy issues revolve around the legal (and illegal) use and extraction of user data on websites and social media platforms.
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Consumer education, web security tactics, and government legislation are measures used to protect consumers from potential fraud.
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The proliferation of digital assets has created questions about how to apply traditional copyright laws to intellectual property on the web.