Internet Marketing Integrating Online And Offline Strategies 3rd Edition Mary Lou Roberts , Debra Zahay - Solutions

Think a bout your own consumption of video. What kinds of entertainment and informariona I videos a re you most likely ro view? Why? Do you often find yourself viewing marketing videos? Why or why not?
Add some of your favorite videos to the business/marketing, entertainment/information, and vira I videos shown in Table 5.2. 1~ there another category tha r would be useful for marketers srudying the video space?
What are the elements of video marketing strategy?Why is it important that marketers have a strategy for their use of videos?
What i~ meant by " branded content?" Are you aware of recently seeing branded content on the lmernet? How much and what kinds?
What ma kes a marketing video effective?11 . \Vhy are optimizing for search and sharing important parts of a video marketing strategy?12 . Whar are some of the key metrics that are used ro measure the effectiveness of marketing videos?
I nrernet Career Builder Exercisea. These are some of the jobs that are available in brand marketing and video marketing, on both the client side and the agency side. You can 6nd others on site.~ recommended by your instructor or through search.Brand marketing manager Marketing manager Associate
Visir one or more of the wehsires you have been following. Think abour the nature of their brand, whether it is a tangible product, a services product, or a nonprofit organi2a tion, in which case rhe brand is likely the organization itself. How are they going a bout brand-building on the sire
Do several searches on You Tube, some using very popular topics or producrs, some using more unusual, even esoteric, ones. Do you ever fail to come up with videos? What do you see in tenn~ of promoted videos in these searches?
Eye View Digira I is a producer of personalized video advertising. lt has a quiz that tt~-~ts your ability to determine which videos are likely to be more effective.Try the quiz and see how you fare: hrtp://www.eyeviewdigiral.com/vide-0_marketing_quiz.htm.
True or False: All businesses need to create a steady flow of new cu~rnmers as part of their marketing strategy. Explain your answer.
Identify the main cusromer acquisition mols.
What is online display advertising, and how does it relate ro offline display advertising?
What is an online ad format? Why must marketers be familiar with the formats and undersea nd what creating an online ad requires?
What is a rich media ad? What benefits does it offer the marketer? Does it have any potential downsides?
Why were additional new ad format~ developed?What benefit~ do they offer the marketer? Do any of the format.~ have any potential downsides?
How does a marketer go about placing an ad on Facehook or l inked In?
Why is ad serving an improvement over just placing an ad on a web page and just leaving it there?
Behavioral ad targeting is especially important on the Internet. Explain why and give a hypothetical example, perhaps based on your own experience.
Is demographic or behavioral or contextual advertising a hetter way to precisely target website visitors?l l. True or False: lvlarkering events are necessarily held in the physical world, but they can he promoted on the Internet. Explain your answer.
Discu~s whether or not generating publicity is one of the few marketing communications activities that has not changed much as a result of the Internet.
Do affiliate program.~ rend tO attract many websites or biogs that can generate a large volume of traffic that results in sales? Why or why not?14·. What i.~ the importance of portal deal~ to Internet sites roday?
Internet Career Builder Exercisea. These are some of the jobs that are available in online advertising, event marketing, and public relations. You can find others on sires recommended by your instructor or through search.Account manager Advertising operations manager Advertising or event sales
Visir a website you go to often, paying attention to the advertising this rime. What kinds of ads do you see and why do you think they were placed on thi.s particular site? Close out of the site and come back several times in quick succession. What do you see going on ,vith the ads? How does it
If you have not already done so, make a contact with one ofthe three websites you are tracking. You could register, ask for information, or even purchase a product if you wish. Think about the experience you have as you interacr with the website. Then keep a log nf contacts that a re made because
Visit the website of your local newspaper. Carefully examine the online media kit to understand what it offers tha r is the same as or different from the ad fonnars described in thi~ chapter. Try your hand at developing an ad for one of rhe available format~.
Why is email still a strong tool for Internet marketers?Do you think it will be replaced by mobile applications, such as text messaging, and in what time frame?
What is meant by permission marketing? Do you think it is an important concept t0 email marketers?
Think about email communications from marketers, perhaps some rhat you receive yourself. What makes them interesting and worth your time to open and read? Do you ever take any action as a result of the emails? Why or why not?
What are the main benefits of using an email service provider? Say you are the head of a student organization and you need to regularly contact members, would you consider using an email service provider if the cosr were within your budget? Why or why not?
What aspects of promotional email design would you take into account if you were designing an email to invite students to a meeting of the organization mentioned in question 4? Where would you put the most important information? What wnuld be your call to action?
Frnm your perspective, is rhe CAN-SPAM law working? Why or why not?
Assume that WilyMarketer.com is running an email campaign to acquire new customers. ll LS considering two options: review the following option choices. In either event, actual campaign management will be outsourced to an interactive agency. Which program would you recommend and why?• Option A
Internet Career Builder Exercisea. There are a number of resources for email marketing, which is predicted by Kiplinger to be a mp ten job opportunity in the next few years.29 The Email /vlarketers Club.lo indicates a number of jobs, some of which require experience. For entrylevel jobs in email,
If you have nor already done so, sign up for an email newslerter from one or m()re of the sires you are following. Keep a log for the next few weeks of the email contacts that result. How many emails do you receive and how often? Pay special attention ro how long it took for the sire to
Assume you are to design and send an email ro invite students to attend a presentation on email marketing at your university. Using the suggested processes and rips in this chapter, create a plan for obtaining the list, sending the ema ii and measuring the resulrs.
Next, de.sign the email that you have planned ro send using good email design principle,,. Share your design with the class and get feedback.
Why do you think search has become such an important part of the life of Internet users?
What options do marketers have when it comes to developing a search marketing strategy?
What are rhe most impactful elements of a website in tenns of optimizing a site for organic search?
How come the major search engines do not publish their algorithms?
Compare the two searches in Figure 8.6. Which produces the better results in tenns of quality and relevance? Why?
Why do pa id and natural search work so well together?
How do search strategies differ for mobile devices?
Why is local search likely to be important in the future? What other trends are likely in organic and paid search?
Internet Career Builder Exercisea. There are a number of resources for search engine marketing and the jobs are expected ro continue to grow at double-digit rates, outpacing the resn of the economy :10 Search engine marketing analyst SEO manager Marketing specialist, paid search Search marketing
Choose a well-known branded product with which you are familiar.a. Brainstorm and identify at least l O keywords that a person might use to search for the product or the brand.b. Search for the product on at least rwo different search engines.• What is the product's position in natural search?•
Using the branded product above, imagine that you have the opportunity tO market that product through pa id search. Select keywords and develop at least two different ad groups with two different ads underneath them. Design two ads and discuss in class which might be most effecrive.
Why do you think social networks have grown so quickly in countries all over the world?
Be able to explain why social media marketing i~ usefu I to sma II businesses as well as large corporations.Are there differences in executing an SMM s trategy in a small business and a large corporati on?
I-low do the s teps in developing an SMM straregy differ from those you have seen in other aspects of marketing, for example, developing a brand marketing plan or an advertising campaign strategy?
Why do marketers consider eamed media especially desirable?
What p0tenrial values do biogs and Twirrer have for B2B marketers?
What are some ways in which Facebook can be used by B2C marketers?
Thinking just of corporate conrenr, do you often share, write product reviews, or comment or like?Why or why not?
Do you receive any coupon or other deal offers by email or mobile app? Do you like them? Do you use them?
In case histories throughout this chapter, the metrics rhar were used to measure the succe.,;.~ of the program have been given. Make a list of metrics and the platforms to which they apply and he prepared to discuss their value to the marketer.
Do you see any value ro having a ··personal brand"on the Internet?
Why do you think some managers are resisranr to the idea of engaging in s0
Social media marketing career builder.a. There are many different types of marketing positions available in the social media field. Ones that may be available 10 graduates with lirtle prior experience include:Content coordinaior Social media marketing analyst Social media account coordinat0r Social
Study the Forrester Social T echoographics ® Ladder in Figure 9.7. Develop a short questionnaire to determine the segment into which a consumer fits and the specific platforms he uses and what he does on those platforms. Administer the questionnaire to a sample of your friends, family, and
Choose a business (B2C or B2B) or nonprofit organization that could benefit from a social media campaign and develop a campaign outline. Include the following element~ in your outline:• Specific campaign objectives• Identification of the target audience• Detailed description of the social
The term "metrics" is commonly used by internet marketers. Explain your understanding of tlie meaning of the term.
True or Fal~e: internet marketers need to decide whether they will conduct measurement from a visitor usability perspective or from a traffic and aud ience measurement perspective. Defend your answer.
Ar what point in rhe site development or redevelopment process should usability resting be done?
The term "hit counter" implies that all this technology can do is to measure the number of people who enter a site. Based on rhe discussion in this chapter, is that an accurate perception? Why or why not?
Describe the similarities and differences between server request logs and panel data. Which do you rhink is most useful?
True or False: The webmaster and the marketer use rhe same metrics when assessing website effectiveness.
\Vhat are rhe uses of server log data, cookies, and ragged pages in the collection of website effectiveness dara?
What are some of the specific metrics that measure lnrerner traffic, audiences, and campaigns? Which ones do you think are most important?
What are some of the special advantages of user panel data?
How should the marketer go about choosing rhe right metrics to measure website or campaign effectiveness?
What are SM ART objectives?
What is the meaning and importa nee of the term"KPJ"?
What are some of the main challenges facing the web metrics discipline at present?14·. Do you believe that mosr commercial websites are using metrics to improve custn mer experience and enhance marketing effectiveness? Do you have any perso nal experiences that support your vie,v?
internet Career Builder Exercisea. The entry-level jobs in metrics, and some of the ones rhar require experience, invariably include the term "analyst."Internet marketing analyst Search marketing analyst Social media marketing analyst lvlobile marketing analyst You can subsrirute the area of
Conduct a partial usability analysis of your school's website. Describe rwo tasks rhar you believe the rarget audience wants to perform on the sire. Go to the site, and attempt m perform both tasks. Record your experience for each, noting the rime it took to perform each task. What recommendations
Using a website with which you are familiar, develop a scenario that rells rhe srory of how one user segment would behave on a visit to the sire. When you are satisfied that your scenario represents behavior of one segment adequa rely , identify rhe metrics rhat would be useful in ascertaining if
Explain why maMgers should be concerned about the trust customers have in their brand or c-0mpany and what they can do to build trust.
Do you think consumers often rake actions on the Internet that reflect lack of trust in websites or ma.rketing practices there? What might some of those actions be?
Discuss concerns that consumers may have about the privacy of their PU. What do you think a business can and should do to alleviate these concerns?
The chapter highlight~ online tracking for behavioral advertising as a particular concern of many Internet u~ers. Has anything you have learned in this course made you more wary of what sites you visit and what information you divulge on the Internet?
What are some of the special privacy issues faced by u~ers of social networks?
Why do you think that security seem~ to be a greater concern than privacy for users of mobile devices?
What actions would you recommend tO Internet users tO protect the privacy of their PO?
What are the Fair Information Practices Principles, and why are they important?
Have you or anyone you know ever been informed that they had been affected by a data breach? If so, what actions were recommended for their protection?/\fore generally, what actions should consumers take if they fear some of their data may have been compromised?
Have you experienced any of the other security threats discussed in the chapter? What was the result?
How has the I ntemet increased both the importance and the difficulty of protecting intellectua I property?
What do you perceive to be the attitudes of your peers to sharing of intellectual property on the web?
Do you think that Creative Commons licenses offer value in the protection of inrellecrual property on the lnternet?
Examine the complex issue of providing personal information in return for content or services and try to precisely define your own position on the issue.
Internet Career Builder Exercisea. These are some of the jobs that are available in the field of privacy and security policy making and compliance. In the field of privacy, some jobs require a law degree. In the field of hnernet security, many require an information technology degree. These jobs,
C'Alnduct your own privacy survey, u~ing the websites you are tracking or others that you v i~it frequently. Do they aU have a privacy policy? Do the policies you find seem to meet tlie requirement~ of the Fair Information Practices Principles? Why or why nor?
Conduct informal interviews with consumers in order to evaluate how much they seem to know about various Internet privacy and security issues.Evaluate the degree to which they seem t0 be raking actions t0 protect their own PU.
Research the privacy and security policies of your school. Do you think most students are aware of these policies and understand the reasons for them?Do you think most students agree with them? Why or why not?
Explain your understanding of what mobile marketing is and what role it can play in marketing campaigns.
Discuss the concepts of rhe adoption and diffusion of technology products. Why is the diffusion proce$S becoming increasingly rapid over rime?
Do you believe rhar mobile will become the dominant type of Internet marketing? Why or why not?
What are rhe strategic drivers of mobile marketing?Why is each important?
Mobile marketing content is comprised of various types of media and rhe corresponding delivery channels. What are the channels by which mobile content can be delivered?

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Internet Marketing Integrating Online And Offline Strategies 3rd Edition Mary Lou Roberts , Debra Zahay - Solutions

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