Successful retailers utilize an integrated marketing communication (IMC) program in which they integrate a variety of communication elements to deliver a comprehensive, consistent message to all customers over time, across all elements of their retail mix, and all delivery channels. Over the last few decades, the use of newer forms of media, such as online (e.g., websites, email, mobile) and social media (e.g., YouTube, Facebook, Twitter, Instagram, Pinterest, blogs) has exploded. 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 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. Match each of the options above to the items below. 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). 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). 4 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. Successful retailers utilize an integrated marketing communication (IMC) program in which they integrate a variety of communication elements to deliver a comprehensive, consistent message to all customers over time, across all elements of their retail mix, and all delivery channels. Over the last few decades, the use of newer forms of media, such as online (e.g., websites, email, mobile) and social media (e.g., YouTube, Facebook, Twitter, Instagram, Pinterest, blogs) has exploded. 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 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. Match each of the options above to the items below. 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). 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). 4 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