Lecture 9

Question 1

Influencer marketing (setup)

Answer 1

1) An influencer is paid a flat rate per post on the influencers social media account to feature a product

2) An influencer shows off a product, adds a link to the product in the bio of their social media profile, and earns an affiliate kickback every time a viewer purchases the product by clicking through the link or by using a special promo code

Question 2

Retail media network

Answer 2

A network where businesses allow companies to advertise to their own consumers to gain insights on consumers shopping behavior

Question 3

Providers of advertisement services

Answer 3

Enable advertising companies to innovate their operating models
Advertising companies may use advertising services to attract customers, to present product offerings, to redesign sales process

Question 4

Two major t ypes of video advertising

Answer 4

In stream ad: play before/after/ during a movie: can be skipped

Discovery ads: appear as thumbnail image on youtube search results pages

Question 5

Marketing and advertising

Answer 5

1) Almost all consumers are online
2) Many data and technology marketing and advertising solutions are available to firms

Question 6

Online consumer behavior

Answer 6

The decision to purchase is influenced by contextual factors (business, technology and society) intervening factors, and clickstream behavior

Question 7

Consumer decision process consists of five stages

Answer 7

Awareness- need recognition
Search
Evaluation of alternatives
Purchase
Post purchase behavior

Question 8

five types of marketing channels

Answer 8

Website

Traditional online marketing

Social marketing

Mobile marketing

offline marketing

Question 9

Ways for enhancing advertising sercies is search engine optimization

Answer 9

Panda: Search algorithm that eliminatess low quality sites

Penguin: search algorithm that eliminates sites with low quality links

Hummingbird: Search engine interprets combination of search works instead of separate searches

Knowledge graph: Shows a selection of facts in addition to your search results

Possum: Filters search results on the location of search

Fred: Filters search results by removing sites that violate (googles) guidelines

Question 10

How an advertising network works:

Answer 10

1) consumer requests a page
2) Merchant site is member of a nadvertising network
3) Ad server identifies the consumer and checks the consumer profile on the advertising network
4) Ad server selects an appropriate advertisement
5) Ad server tacks the clicking behavior of the consumer on the advertisement

Question 11

Realtime customer chat systems

Answer 11

The firm must not only appoint people tothe whatsapp chat department, but must also link the personnel in the chat department to sales and service department

Question 12

Automated response system

Answer 12

Also if robotic process automation is used for FAQs realtime chat and automated response systems, linkages to other business processes are crucial

Question 13

Web transaction logs

Answer 13

Record user activity at a website

Question 14

Cookies and other tracking files

Answer 14

Gather data to be added to transaction logs

Question 15

Databeses

Answer 15

Software that stores records and attributes

Question 16

SQL

Answer 16

structured query language: to systematically search large databases

Question 17

Customer relationship management systems

Answer 17

The system captures customer data from all customer touhg points in the marketing and advertising network

The data are stored, processed, cleaned, aggregated and analyzed into tables, reports and graphs

The tables, reports and graphs are used in marketing, advertising and other business processes

Question 18

Understanding costs and benefits of online marketing communicatinos

Answer 18

Over the past decates, online marketing has developed a large set of metricts for
Display ads
Video advertising
Email

Using these metrics, marketeers and advertisers evaluate marketing campaigns and plan new campaigns

The metrics are used to run, redesign and control marketing processes

Question 19

Customer purchasing process in five steps

Answer 19

1) awareness; knowing that a product exists
2) Searching for the product
3) evaluating alternatives
4) Choice and purchase of the product
5) post-purchase loyalty

In each stage of this process, the advertising firm collects data to measure the amounts of people, their behavior and attitudes/preferences