Chapter 8 - Crafting & Applying High-Tech Digital Media

Question 1

How Long Did It Take Technologies To Reach 50 Million Users ?

Answer 1

• Telephone = 40 years
• Radio = 38 years
• Cable Television = 10 years
• Internet = 5 years

Question 2

Advantages of the Internet

Answer 2

• Advantages of the Internet
  
  • ​worldwide audience
  • open 24-7
  • enables small companies and entrepreneurs to become global
  • relatively low cost
  • speed of transmission
  • creative formats … (ex. banner ads)

Question 3

Disadvantages of the Internet

Answer 3

• Disadvantages of the Internet
  
  • ​Difficult to Control
  • Limited Audience/Consumer Types
  • Driven by The End User
  • Lack of Technical Support

Question 4

DM Acitvites Well-Suited to the Web

Answer 4

• Making information available to prospects
• Providing customer support & service
• Enabling transactions

Question 5

Internet

Answer 5

• “International” and “Network”
• The Internet is a worldwide network of computers connected to one another to enable repid transmission of data from one point ot another

Question 6

World Wide Web

Answer 6

• Began as a very small part of the Internet
• Now the dominant part of the Internet
• the portion of the Internet that supports a graphical user interface

Question 7

E-mail

Answer 7

• Is electronic communication that travels all over the world via the Internet.

Question 8

Key E-mail Terms

Answer 8

• Junk Mail - unsolicited e-mail messages
• Spam - sending consumers numerous unsolicited e-mail messages
• Opt-In - allowing your customers to ask to receive information about your company

Question 9

Electronic Commerce

Answer 9

• Is the completion of buying and selling transactions online
• Direct/Interactive marketing is a primary activity that is conducted within the e-commerce realm.

Question 10

Online Market Research

Answer 10

• Online Surveys
• Online Panels

Question 11

4 Strategies To Maximize Click-Through Rates

Answer 11

1. Ask for action
2. Animate the Advertisements
3. Involve Audience
4. Frequently Change Creative Messages

Question 12

E-Branding

Answer 12

• How e-branding relates to branding
• The benefits of branding (customer recognition of the brand and trust)
• Example of branding on the web - Betty Crocker

Question 13

Push versus Pull Strategy

Answer 13

• Pull stategy - consumers must seek out and demand information and/or products from the producer
• Push strategy - where information and marketing activities follow the normal path of distribution of a product

Question 14

Search Engine Marketing Strategies

Answer 14

• Paid Placement
• Paid Inclusion
• Organic Search Engine Optimization

Question 15

Ways to Get Consumers to Stick to Your Website

Answer 15

1. ​Make it Easy to Navigate
2. Offer Free Giveaways
3. Provide Relevant & Timely Information
4. Create a Dynamic Web Page
5. Offer Chat Rooms
6. Ability for Web Page Personalization
7. Establish Necessary Linkages

Question 16

How specific should a landing page be

Answer 16

The answer… it depends on search terms being used by the customer! The more specific the search term, the more specific the landing page should be.

Question 17

Clickstream Units of Measure

Answer 17

• Hits
• Pages
• Visits
• Unique Visitors
• Identified Users

Question 18

New High-Tech Formats & Strategies

Answer 18

• Blogging
• Online Social Networking
• Mobile Marketing