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AMM 230--Finals Study Guide.pdf - AMM 230 Fashion Promotion...

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AMM 230 Fashion Promotion Finals Study Guide-- 1 Week 6: Digital MediaBloggers Digital Marketing--Opinion leader marketing Credibility-- Authenticity Strong influence & relationship to the consumer Digitalization Transformation of business processes towards digital business models Integrated data usage and connectivity of data between all business areas Digital is an important success factor for today’s organizations Media for Fashion Promotion Traditional Media Print media→ newspapers, magazines Broadcast media→ TV, radio, movie commercials Support media→ billboards, posters on mass transit (buses, trains) Digital Media Internet/Web Mobile Social Media Digital Media Involves digital content (data, text, audio, graphics, photos, videos) that can be sent to viewers in a number of ways via telephone modem, cable modem, satellite, & Wi-Fi Digital content can be created, viewed, distributed, modified, and preserved on computers or other devices such as tablets, smartphones, smart TVs, or other platforms The Internet Online interaction has become the norm for retailers to interact with consumers E-Commerce: selling goods directly over the Internet, provided a venue for website-only retailers(e.g., Amazon, Zappos), and multichannel retailingM-Commerce: the delivery of electronic selling capabilities directly to the consumer via wireless technology Retailers attract attention from people who are surfing the Internet through the use of various online advertisementsDigital Advertising Website: the place where providers make informationavailable to Internet usersOnline Display Advertising: Graphic ads that are embedded in a web page or appear on the screen directly above the initial browser (e.g., banner ads, pop-up ads) Designed to convey a marketing message & cause the user to take an action Aim to get a target customer to act immediately by clicking on the advertisement Dwell Rate: the proportion of ad impressions that result in users clicking an ad or mousing over it Dwell Time: the amount of time individuals spend engaged with an advertisement Behavioral Targeting: Internet advertising strategy that is based on an advertiser’s ability to track a consumer’s website surfing behavior (websites visited, tracking searches, cookies) Advertisers can identify potential consumers & aim ads directly at them Search Engine Optimization (SEO): process of increasing the probabilityof a particular company’s website emerging from a search About 80% of all web traffic begins at a search engine
AMM 230 Fashion Promotion Finals Study Guide-- 2 Important to ensure that the website includes the keywordsthat a potential visitor might use to search for a particular brand or product Digital Advertising-- Advantages Comparatively inexpensive method Messaging can be easily changed Allow audio & video presentation

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Term
Fall
Professor
Parise
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