10 Questions
What are the most important reasons that impede companies from selling via a website?
Logistical issues
What is the term used to describe the behavior where customers first look in a physical store and then order the chosen product online?
Webrooming
What term is used to describe the phenomenon where the more alternatives the consumer considers, the better the quality of their purchase decision?
Paradox of choice
In which phase of online shopping do people respond to 'temptations' online in a similar way as they do offline?
Need recognition
Which factor determines a person's attitude towards online shopping based on the given text?
Entertainment gratification
Which of the following is NOT a learning objective of the chapter on Market Sensing?
Illustrate the advantages and disadvantages of offline and online channels for market research
What is one of the main reasons for people to shop online according to the chapter?
The ability to compare prices easily
In the online buying process, what are the critical success factors for each step of the Digital Marketing funnel?
Effective email marketing
Which method is suitable for measuring the effectiveness of Digital Marketing according to the chapter?
Analyzing customer feedback on social media
How can trends in digitisation affect Digital Marketing according to the chapter?
By influencing consumer behavior and preferences
Study Notes
Barriers to Online Selling
- Technical difficulties and lack of resources are two significant reasons that impede companies from selling via a website.
Showrooming
- Showrooming is the term used to describe the behavior where customers first look in a physical store and then order the chosen product online.
Consumer Choice
- The phenomenon where the more alternatives the consumer considers, the better the quality of their purchase decision is known as the "paradox of choice".
Online Shopping Phases
- The "temptation phase" is the stage of online shopping where people respond to temptations online in a similar way as they do offline.
Attitudes towards Online Shopping
- A person's attitude towards online shopping is determined by their perceived usefulness and perceived ease of use of the online shopping platform.
Market Sensing Learning Objectives
- Assessing the role of customer reviews in the buying process is NOT a learning objective of the chapter on Market Sensing.
Reasons for Online Shopping
- One of the main reasons for people to shop online is the convenience and time-saving aspect of online shopping.
Digital Marketing Funnel
- Critical success factors for each step of the Digital Marketing funnel include awareness, consideration, conversion, and loyalty.
Measuring Digital Marketing Effectiveness
- Using metrics such as website analytics, customer surveys, and A/B testing is suitable for measuring the effectiveness of Digital Marketing.
Digital Marketing Trends
- Trends in digitisation can affect Digital Marketing by increasing customer expectations, creating new opportunities for personalisation, and changing the way customers interact with brands.
Test your knowledge of digital marketing trends with this quiz covering internet usage, online shopping behavior, social media use, big data, and customer insights. Learn about the online buying process, digital marketing funnel, online market research, and relevant trends in digital marketing.
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