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E-commerce Chapter 6: E-commerce Marketing
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E-commerce Chapter 6: E-commerce Marketing

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Questions and Answers

What percentage of online consumers cannot distinguish between editorial content and sponsored ads?

  • 40%
  • 20%
  • 35% (correct)
  • 50%
  • What is the primary goal of content marketing?

  • Increase brand awareness
  • Increase visitors to a company’s website, organic search rankings, and brand engagement via social media (correct)
  • Reduce costs
  • Drive sales
  • What is the function of an advertising network?

  • To create content for brands
  • To connect online marketers with publishers (correct)
  • To manage social media campaigns
  • To manage email marketing
  • What is real-time bidding (RTB)?

    <p>An automated, auction-based method for matching demand and supply</p> Signup and view all the answers

    What is an example of content created for content marketing?

    <p>Press release</p> Signup and view all the answers

    What is a benefit of email marketing?

    <p>It can be personalized and tailored to specific users</p> Signup and view all the answers

    What is the purpose of native advertising?

    <p>To partner with a specific publisher</p> Signup and view all the answers

    What is ad exchange?

    <p>A platform for buying and selling ad space</p> Signup and view all the answers

    What is the main purpose of a website in terms of marketing?

    <p>To establish the brand's identity and consumer expectations</p> Signup and view all the answers

    What is the challenge in integrating different marketing platforms?

    <p>Coordination of campaigns across different platforms</p> Signup and view all the answers

    What is the primary function of traditional online marketing?

    <p>To attract customers through search engines and display ads</p> Signup and view all the answers

    What is the significance of Likes in Facebook marketing?

    <p>It is an important metric to measure effectiveness</p> Signup and view all the answers

    What is the function of a website in shaping the customer experience?

    <p>To anchor the brand in an ocean of marketing messages</p> Signup and view all the answers

    What is the main goal of a multi-channel marketing plan?

    <p>To consider multiple media channels for attracting an audience</p> Signup and view all the answers

    What is the challenge in measuring the effectiveness of different marketing platforms?

    <p>Each platform has different metrics</p> Signup and view all the answers

    What is the primary function of social marketing in a multi-channel marketing plan?

    <p>To develop a social media presence</p> Signup and view all the answers

    What is the primary function of mobile marketing in a multi-channel marketing plan?

    <p>To focus on marketing through mobile devices</p> Signup and view all the answers

    What should a firm consider when deciding on its next marketing step?

    <p>The resources available to maintain a social media marketing campaign</p> Signup and view all the answers

    What is the primary role of a website in marketing?

    <p>To establish the initial relationship with the customer</p> Signup and view all the answers

    What is the primary function of offline marketing in a multi-channel marketing plan?

    <p>To focus on marketing through traditional channels</p> Signup and view all the answers

    What is a common 'traditional' marketing technique for establishing a brand and attracting customers?

    <p>All of the above</p> Signup and view all the answers

    How many functions does a website perform in marketing?

    <p>Four</p> Signup and view all the answers

    What is a key consideration for a manager of a startup when developing a marketing strategy?

    <p>Where to focus first?</p> Signup and view all the answers

    What are the five main elements of a comprehensive multi-channel marketing plan?

    <p>Website, traditional online marketing, social marketing, mobile marketing, and offline marketing</p> Signup and view all the answers

    What is a major challenge facing e-mail marketing?

    <p>Spam and software tools used to control it</p> Signup and view all the answers

    What is the primary goal of affiliate marketing?

    <p>To drive sales revenues</p> Signup and view all the answers

    What is viral marketing?

    <p>The process of getting customers to pass along a company's marketing message</p> Signup and view all the answers

    What is social marketing and advertising?

    <p>The use of online social networks to build brands and drive sales</p> Signup and view all the answers

    What is the primary benefit of e-mail marketing?

    <p>Solid customer response</p> Signup and view all the answers

    What is the primary characteristic of affiliate marketing?

    <p>Pay-for-performance</p> Signup and view all the answers

    What is an example of social media marketing?

    <p>Influencer marketing</p> Signup and view all the answers

    What is the primary benefit of social marketing and advertising?

    <p>Drive sales revenues</p> Signup and view all the answers

    What is the primary source of information about online consumers?

    <p>Transaction log maintained by web servers</p> Signup and view all the answers

    What does a transaction log record?

    <p>User activity at a website</p> Signup and view all the answers

    What is the purpose of a registration form?

    <p>To gather personal data on interests and tastes</p> Signup and view all the answers

    What is a database management system (DBMS)?

    <p>A software application used by organizations to create, maintain, and access databases</p> Signup and view all the answers

    What is the main purpose of a data warehouse?

    <p>To collect a firm's transactional and customer data in a single location for offline analysis</p> Signup and view all the answers

    What is data mining?

    <p>A set of analytical techniques that look for patterns in data</p> Signup and view all the answers

    What is the simplest type of data mining?

    <p>Query-driven data mining</p> Signup and view all the answers

    What is big data?

    <p>Huge data sets, often from different sources, in the petabyte and exabyte range</p> Signup and view all the answers

    Study Notes

    E-commerce Marketing and Advertising Concepts

    • Online marketing and advertising strategies involve traditional marketing techniques like search engine marketing, display ads, e-mail campaigns, and affiliate programs.
    • Marketers need to consider other media channels like social media and mobile devices for attracting an audience.
    • A comprehensive multi-channel marketing plan consists of five main elements: website, traditional online marketing, social marketing, mobile marketing, and offline marketing.

    Strategic Issues and Questions

    • Managers of startups or commercial websites face strategic questions like where to focus first, whether to develop a website, blog, or social media presence, and how to allocate resources.
    • Integrating different marketing platforms into a single coherent branding message is a major challenge.
    • Resource allocation is another challenge, as different marketing platforms have different metrics to measure effectiveness.

    The Website as a Marketing Platform

    • A firm's website is a major tool for establishing the initial customer relationship.
    • The website performs four important functions: establishing brand identity, informing and educating the consumer, shaping the customer experience, and anchoring the brand in marketing messages.
    • The website is the one place where consumers can find the complete story about a brand.

    Native Advertising

    • Content marketing creates a content campaign for a brand and tries to secure placement on various websites.
    • The aim of content marketing is to increase website visitors, organic search rankings, and brand engagement via social media.

    Advertising Networks

    • Advertising networks connect online marketers with publishers by displaying ads to consumers based on detailed customer information.
    • Ad exchanges are auction-based digital marketplaces where ad networks sell ad space to marketers.
    • Programmatic advertising is an automated, auction-based method for matching demand and supply for display ads.

    E-mail Marketing

    • Direct e-mail marketing involves sending targeted e-mail messages to interested users.
    • Benefits of e-mail marketing include mass reach, trackability, personalization, and ability to drive traffic to websites.
    • E-mail marketing faces challenges like spam, software tools that eliminate e-mails, and poorly targeted purchased e-mail lists.

    Affiliate Marketing

    • Affiliate marketing involves paying commissions to affiliate websites for referring potential customers to a website.
    • Affiliate marketing generally involves pay-for-performance, where the affiliate gets paid only if users click on a link or purchase a product.

    Viral Marketing

    • Viral marketing is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.
    • It's the online version of word-of-mouth advertising, which spreads even faster and further than in the real world.

    Social, Mobile, and Local Marketing and Advertising

    • Social marketing and advertising involve using online social networks and communities to build brands and drive sales revenues.
    • Social networks offer advertisers various advertising formats, including banner ads, native advertising, videos, and sponsorship of content.
    • Influencer marketing is another form of social media marketing that began initially with bloggers and has since expanded to other social networks.

    Source of Information about Online Consumers

    • A primary source of information about online consumers is the transaction log maintained by all web servers.
    • The transaction log is built into web server software and records user activity at a website.
    • Transaction log data becomes more useful when combined with visitor-generated data trails like registration forms and the shopping cart database.

    Technologies that Support Online Marketing

    • Database is a software application that stores records and attributes.
    • Database management system (DBMS) is a software application used to create, maintain, and access databases.
    • Data warehouse is a database that collects a firm's transactional and customer data in a single location for offline analysis.
    • Data mining is a set of analytical techniques that look for patterns in data or seek to model customer behavior.
    • Big data is huge data sets, often from different sources, in the petabyte and exabyte range.
    • Marketing analytics software collects, stores, analyzes, and graphically presents data on each stage of the conversion process on e-commerce sites.

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    Description

    This quiz covers E-commerce marketing, part of the 17th edition of E-commerce: business.technology.society. It is designed for Business Administration and MIS students.

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