This activity is important because for any communication campaign to succeed, the retailer must deliver the right message to the right audience through the right media at the right time, with the ultimate goal of profiting from long-term customer relationships and short-term sales. The goal of this activity is for you to demonstrate your understanding of the new media elements retailers can choose to deliver their messages. Read the description of each new media element. Match the description to the type of media element it best describes. Microblogs Mobile marketing m N Websites Email Social media Blogs Match each of the options above to the items below. Retailers actively employ search engine marketing (SEM) to improve the visibility of this element in the results prompted by consumer searches. This highly personal and tightly controlled element takes advantage of the increased use of customer databases, enabling retailers to identify and track consumers over time and across purchase situations. This element can leverage location-based technology to deliver tailored, local messages to customers to drive them into the retailers' stores. This element includes forms of electronic communication, which users can employ to create online communities in which they share ideas, information, interpersonal messages, and other content (e.g., videos). K This element should be transparent and contain authors' honest observations, which can help customers determine their trust and loyalty levels. Identified by its brevity, this element's goal is often to provide up-to-the-minute updates or short-term promotions rather than encourage customers to upload relevant content.