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Chapter 16

16.1 Knowledge Check

1. 
a. Online direct marketing includes digital tools such as email, websites, online videos, and blogs to communicate and engage with individual consumers and elicit a desired consumer response or action.
2. 
a. As consumers are more connected to the internet via their mobile devices and digital technologies have evolved, online direct marketing has emerged as a practical promotion tool for reaching consumers.
3. 
d. Content marketing involves creating and distributing content that consumers find meaningful and valuable. With content marketing, marketers must anticipate what type of content their audience wants and tell their story in a way that the audience can relate to.
4. 
d. Email marketing is permission-based marketing. Consumers must opt in to receive messages from companies. This typically occurs when a consumer purchases a product or service and asserts that they would like to receive messages from the company from which they’ve purchased.
5. 
d. Advantages of online direct marketing are that it has global reach, is highly targeted, and can be much easier to measure ROI.

16.2 Knowledge Check

1. 
a. An advantage of social media marketing is that companies can concentrate their promotional efforts on very specific groups of consumers who share common interests and demographics.
2. 
c. Lack of control over the message is a challenge for social media marketers. Consumers who are dissatisfied with the company can use social media to make negative comments that could hurt brand reputation.
3. 
a. An important element of a good mobile strategy is ensuring that your website has a responsive design. Simply put, this means ensuring that menus and content are easy to read and that the user has a good experience on the site regardless of the device.
4. 
d. Responsive web design is a website development approach that results in a website’s display dynamically changing to adapt to whatever device a consumer uses. This approach is important to ensuring that consumers have a good user experience regardless of the device they are using.
5. 
b. Measuring mobile campaigns can be challenging because it’s difficult to measure whether a consumer has seen a push notification or in-app message.

16.3 Knowledge Check

1. 
d. Online marketing metrics help marketers measure the performance of their online marketing campaigns.
2. 
c. Because the goal of the campaign is to increase paid subscriptions, a visitor who enters their payment information and contact information and clicks “place order” would be a conversion.
3. 
c. The bounce rate measures the percentage of times visitors leave your site after visiting only one page.
4. 
a. Social engagement relates to the actions that users take when they engage with content on social media. Online marketers measure clicks, likes, shares, and comments to help online marketers assess the quality of their content.
5. 
a. Jax’s Sushi House will learn which source is more effective at driving traffic to the restaurant’s website.
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