answer question 1 & 2

CASE STUDY THE HAMMOCK SOURCE: MARKETER Continuing our ongoing case study of The Hammock Source (see Chapters 3 and 4), we now explore the marketer's perspective and the corresponding digital marketing plan. We start with the marketing mix of product, price, place, and promotion. Product The Hammock Source sells physical goods-hammocks, outdoor rugs, outdoor curtains, and patio furniture. These products are enhanced with digital content hosted online, including online video tutorials, buying guides, and product care instructions. The company's YouTube channel (https://www.youtube.com/user/DesignedForOutdoors) hosts many "How to" videos, such as how to assemble a metal hammock stand and how to build a sturdy brick fire pit. The latter video is unique in that DFOhome.com does not sell any products mentioned in the video. However, this popular video with over 80,000 views appeals to do-it- yourselfers looking to build their own outdoor relaxation area. Such viewers might also be interested in the products DFOhome.com sells. Price The Hammock Source does not do anything particularly unique with the pricing of their products online. They follow many traditional pricing techniques, such as offering free shipping for online orders, promising hassle- free returns, providing price matching, and offering occasional sales on specific products. They also offer a variety of products at different price points. Place The distribution of The Hammock Source products takes place through their own web property at dfohome.com and through third-party retail channels (such as local beach shops) and third-party online channels (such as amazon.com and hayneedle.com). The Hammock Source does not maintain any of their own retail locations. Their approach to distribution seems to be fairly broad; they distribute their products to whatever company wants to sell them, either in that company's physical store or online, while simultaneously selling Hammock Source products and complementary products on the dohome.com site They avoid channel conflicts by selling their own products at similar prices as their retailers. Promotion The Hammock Source does extensive promotion online through a variety of technologies. For regular traffic drivers, dfohome.com has over 500 unique third-party websites that send links to their site. Many of these sites are small blogs, but a few bigger sites, such as youtube.com and home decoration sites send significant traffic. Dfohome.com also receives significant traffic from some of The Hammock Source's older websites that are now just redirecting traffic. These sites include adirondackchairsonly.com, outdoorrugsonly.com, and outdoorcurtainsonly.com. The competition for keywords on search engines is highly competitive for "hammocks," "outdoor rugs," and "outdoor furniture." Dfohome.com does not rank for any of these keywords in the top 30 for Google, Bing, and Yahoo. However, for "rope hammocks," their Pawleys Island brand website comes up third, Hatteras Hammocks website comes up fifth, and dfohome comes up seventh on Google. Searching on Bing for "rope hammocks" returns Hatteras Hammocks second, Pawleys Island third, and Dfohome.com seventh. The Hammock Source places a heavy focus on paid search ads (see Figure 5.8). At any given time, they may campaigns under way on Google Ads, Back to 101 keywords such as hammocks," "tope MOUKS, dummoord hammocks." Dohome also 2. What are the potential advantages and disadvantages to promoting social media accounts with minimal content? 3. Are there any holes in Dfohome's digital marketing plan