Page 263 - Foundations of Marketing

230 Part 3 | Customer Behavior and E-Marketing

Table 9.1 Characteristics of Online Media

Characteristic Defi nition Example
Addressability The ability of the marketer to Amazon installs cookies on a
identify customers before they user’s computer that allow the
make a purchase company to identify the user
when he or she returns to the
website

Interactivity The ability of customers to Texas Instruments interacts with
express their needs and wants its customers on its Facebook
directly to the fi rm in response to page by answering concerns
its marketing communications and posting updates
Accessibility The ability for marketers to Google can use Web searches
obtain digital information done through its search engine
to learn about customer interests

Connectivity The ability for consumers to be The Avon Voices website
connected with marketers along encourages singers to upload
with other consumers their singing videos, which can
then be voted on by other users
for the chance to be “discovered”
Control The customer’s ability to regulate Consumers use Kayak.com to
the information they view as well discover the best travel deals
as the rate and exposure to that
information
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creating and reading consumer-generated content like never before. Social networks and
advances in software technology provide an environment for marketers to use consumer-
generated content.
Two major trends have caused consumer-generated information to gain importance:
1. The increased tendency of consumers to publish their own thoughts, opinions, reviews,
and product discussions through blogs or other digital media.
2. Consumers’ tendencies to trust other consumers over corporations. Consumers often rely
on the recommendations of friends, family, and fellow consumers when making purchas-
ing decisions.
By understanding where online users are likely to express their thoughts and opinions,
marketers can use these forums to interact with consumers, address problems, and promote
their companies. Types of digital media in which Internet users are likely to participate include
social networking sites, blogs, wikis, media-sharing sites, virtual reality sites, mobile devices,
applications and widgets, and more.

Social Networks

Social networks have evolved quickly in a short period of time. A social network is defined as
“a web-based meeting place for friends, family, coworkers, and peers that allows users to cre-
social network Web-based ate a profile and connect with other users for the purposes that range from getting acquainted,
meeting place for friends, to keeping in touch, to building a work related network.” They are widely used by marketers,
4
family, coworkers, and peers and marketing strategies are using social networking sites to develop relationships with cus-
that allows users to create a
profile and connect with other tomers. Each wave of social network has become increasingly sophisticated. Today’s social
users for purposes that range networks offer a multitude of consumer benefits, including music downloads, apps, forums,
from getting acquainted, to and games. Marketers are thereby using these sites and their popularity with consumers to
keeping in touch, to building a promote products, handle questions and complaints, and provide information to assist custom-
work-related network ers in buying decisions. For instance, in its advertisement, Motor Trend magazine describes

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