Answer:
B. Native advertising
Explanation:
A company wants to measure the share of customer as it is the indicator of brand preference, customer loyalty, and customer lifetime value.
Companies should open themselves to criticism by being active on social media because rather than taking it as negative, companies can take it as an opportunity to analyze and evaluate their performance.
No, it is not ethical to observe shoppers for market research without their knowledge and permission.
Step-by-step explanation
Native advertising refers to the kind of advertisement in which the content exactly matches the platform on which it appears and displayed. Sometimes it appears in the form of editorial content which is referred to as advertorial, video or article. These kinds of ads make it difficult for consumers to understand the right content as it blends the correct content into the content of the platform. In native advertising, misleading content is created to look like regular stories by using ambiguous terms like sponsored or branded.
The unified data layer refers to when an organization merges its complex and fragmented data into one central view. It provides a clearer and complete picture of the firm's data. Marketing analytics strives to establish a unified data layer so that all data is kept in a centralized place.
Share of customer is defined as the part of the customer's purchasing that the company gets. In other words, it indicates how much a customer is spending on a company's product or service. A company wants to measure the share of customer because:
It is the indicator of brand preference that companies can use to evaluate their products and services.
It shows how loyal a customer is towards the company.
It indicates how quickly a product or service gains popularity and acceptance in the market.
It indicated an organization's customer lifetime value.
Companies should open themselves to criticism by being active on social media because rather than taking it as negative, companies can take it as an opportunity to analyze and evaluate their performance. Following are the ways by which companies can appreciate criticism on social media and take benefit from it:
Turn a negative comment into a positive one.
Allow people to criticize.
Thank the people who criticize
Learn and improve from the criticism
No, it is not ethical to observe shoppers for market research without their knowledge and permission. It is an act of deception that means to mislead someone or hide the truth for personal gain or advantage. In market research, deceiving someone is dishonesty on the part of the researcher as the shopper feels uninformed about the research.
