Question

Refer to Scenario 9.1. On the website, Sampson encourages users to ask questions and provide their input. He also provides contact information for his firm if users would like it to represent them. Sampson actively monitors the site so he can immediately answer questions or comments that Internet users pose. He wants users to feel comfortable expressing their needs directly. This involves which characteristic of digital marketing?
a. addressability
b. interactivity
c. accessibility
d. control
e. connectivity

Answer 1

Answer:

B. Interactivity

Explanation:

Interactive marketing is a one to one form of marketing that focuses on individual customers and prospects actions. With digital marketing, customers interacting or communications with companies about their product is made easier. The companies get feedbacks from the customers or users on what they feel about the product. In this scenario, Sampson is able to interact with the customers to enable to customers feel comfortable and assured about their product use. With communication ease like this, companies are able to best understand their customer needs and are able to tailor such needs on their products for general improvements of customer satisfaction.