Questions and Answers of Internet Marketing

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How come the major search engines do not publish their algorithms?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
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
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
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
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
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
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
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
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
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
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
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.
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
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
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
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
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~
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
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
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?
True or Fal~e: Receptivity to mobile marketing eHorts can be effectively predicted by knowing the age of the target audience? Discuss your reasoning.
Why are smartphones and tablets such an important enabler for mobile marketing?
What is a mobile app? Why are mobile apps so important in mobile marketing?
Whar are some of the uses of location-based mobile marketing?
Why do you think couponing sires have become so popular? Do you use any of them? Why and for wha r purposes?
How can small local retailers participa te in mobile marketing?
What is the difference between QR codes and NFC?Give an example of the use of each.
What is meant by digital convergence?
Do you expect media convergence to continue to become even more imporrant over the next few years?
Internet Career Builder Exercisea. These are some of the jobs that are available in mobile marketing. You can find others on sires recommended by your instructor or through search./vlanager of mobile
Three mobile marketing campaigns-Discovery Channel, Johnson & Johnson, and ENO-are discussed in this chapter. Dissect the use of media in these campaigns. Discuss the way in which other Internet and
Select a B2C, B2B, or nonprofit organization, business, or brand of your choice. Outline a mobile marketing campaign following the process portrayed in Figure 16.5. (Hint: you will find it difficult
Take an inventory of the apps on your own smart device or someone else's. Even better do both. Discuss the use of the apps and the impact they have on your lifestyle and activities. (',nmpa re your
Visit the websites you are tracking. Learn as much as you can about their customer service policies. Be alert m how easy it is to find the information you would need as a customer and how complere it
Identify a website that has a significant customer self-help component. Website.~ for consumer software and consumer electronics companies are especially good candidate.~, but there are many others.
Find a reason to contact a website or a social network service page (asking for information, searching for support for a previously purchased product or service, etc.) and make the conract. Keep
Internet Career Builder Exercisea. These are some of the jobs that are available in customer service. You can find others on sites recommended by your instructor or through search.Call center
Think about the issue of organizational issues and the impact on the delivery of exceptional customer service. I-lave you encountered any cusromer service instances in which people in the same
I-low dnes cusromer experience differ from customer service?
Can you identify any ethical issues that are inherent in sophisticated customer service programs?
Can you find other examples, besides Zappos and Best Buy, of companies that are actively using social ner,vorks for customer service?
Can you identify industries or specific businesses for which mobile customer service apps seem especially desirable?
8/00111/Jerg Businessweek recently published a debate feature emided "Virtual Agenrs WiU Replace Live Customer Service Reps. "36 Would you take the pro or the con position? Why?l
What is the concept of anticipatory customer service?What role can it play in successful customer service delivery?
What are the highest cost service channels? The lowest cost? What implications does that have for effective cusmmer service strategy?
What are the customer service channels penple are most willing tO use to resolve problems? The least willing?
Moving all service delivery to the web where customers can access it when they need it is the most important aspect of building a successful customer service program. Do you agree or disagree? Why?
True or false: Customer service is less important in 828 market~ than in B2C. Why or why not?
Do you believe that good cust0mer service has a direct impact on rhe profitability of a business?Can you provide evidence to back up your position?
The lnrerner has the capacity ro increase cusromer expectations about service levels and also to be the vehicle rhar delivers service that meets or exceeds those expectations. Take a position on this
Throughout the chapter, reference is made tO exceptional customer service as rhe basis for susraina ble competitive advantage. Do you agree with this perspective? Why or why nor?
Think about the " digital divide" from Chapter 1.3.Are there differences in how the affluent versus nonaffluent use the web? Find out how those ma king$500,000 plus use the web versus those making
Choose a specific country other than the United States, such as China, and find some sites that are targeted toward that country. Some ideas might include: a Chinese chat site that also offers
Choose a specific culture within th~ United State,, such as Hispanics or African-Americans, and find some sites that are targeted toward those cultures.S on1e ideas might include: Allstate's Spanish
Choose one of the sires you are tracking and do a careful assessment of the degree ro which it is either easy and pleasant or diffic ult and fr u~trating to na vigare. Develop a ser of criteria thar
Examine the list of companie~ rared by Temkin in Table 12.3. How many of them have you used and what has been your overall impression? Using your own website evaluation criteria that you develop from
Identify a website that you judge to have major experience components. Spend some time on the site and be prepared to di~cuss your experience in class.Pay special attention m whether or not you feel

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