When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the field of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets.

1. Review the key concepts of addressability, interactivity,

accessibility, connectivity, and control in Table 9.1, and explain how they relate to social media. Think about how a marketing strategy focused on social media differs from a marketing campaign reliant on traditional media sources.

Table 9.1

2. No matter what marketing media are used, determining the correct marketing mix for your company is always important. Think about how social media might affect the marketing mix.

3. Discuss different digital media and the pros and cons of using each as part of your marketing plan.

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Table 9.1 Characteristics of Online Media Characteristic Definition Addressability The ability of the marketer to identify customers before they make a purchase Interactivity Accessibility Connectivity Control The ability of customers to express their needs and wants directly to the firm in response to its marketing communications The ability for marketers to obtain digital information The ability for consumers to be connected with marketers along with other consumers The customers' ability to regulate the information they view as well as the rate and exposure to that information Example Amazon installs cookies on a user's computer that allow the company to identify the user when he or she returns to the website Texas Instruments interacts with its customers on its Facebook page by answering concerns and posting updates Google can use web searches done through its search engine to learn about customer interests Mary Kay offers users the opportunity to sign up for MyMK, a system that connects customers with beauty consultants and allows them to develop their own personalized space Consumers use Kayak.com to discover the best travel deals