Topic
E-marketing
Instructions
- Critically evaluate the impact of the internet and digital technologies on pricing transparency and differential pricing. Support your answer by providing relevant examples for an industry sector of your choice. Textbook relevant section: Chapter 5 –pp. 267 – 274. Excellent answers will demonstrate an outstanding understanding of the concepts of ‘pricing strategies’, ‘pricing transparency’, and ‘dynamic pricing’ as well as the implications of the internet on pricing by providing critical in-depth discussions with relevant examples. 600 Words, 5 References
- Explain how customer lifetime value analysis can be applied to improve all aspects of the customer lifecycle using relevant examples. Textbook relevant section: Chapter 6 –pp. 328 – 338. Excellent answers will demonstrate an outstanding understanding of the concepts of ‘customer lifetime value’ as well as ‘lifetime value analysis techniques’, such as lifetime value modelling and Recency-Frequency-Monetary (RFM) analysis. Excellent answers should be supported by in-depth discussions and relevant examples. 600 Words, 5 References
- How should a company decide on the relative investment between digital media and traditional media in a marketing campaign? Support the answer by providing relevant examples. Textbook relevant section: Chapter 8 – pp. 446 – 450 and pp. 451 – 462. Excellent answers should illustrate the understanding of the ‘content distribution matrix’ and ‘selecting digital media mix’ by providing in-depth discussions with well-supported examples noted in the textbooks. 600 Words, 5 References
- Critically discuss the role ‘information architecture’ and ‘blueprints’ in designing the interactive services (i.e. a website, a mobile app) to provide a quality service to customers. Support the answer by providing relevant examples. Textbook relevant section: Chapter 7 –pp. 381 – 385. Excellent answers will demonstrate an outstanding understanding of the consumer online experience and steps of designing a digital media (i.e. a website, a mobile app). Particularly, in-depth discussions of roles and challenges involved in ‘information architecture’, ‘blueprinting’, and ‘wireframes’ should be provided using relevant examples. 600 Words, 5 References
- Evaluate the effectiveness and weaknesses of online ‘paid display advertisements’, and critically discuss other online advertising techniques that digital marketers can use to overcome the weaknesses of paid display advertisements. Support the answer by providing relevant examples. Textbook relevant section: Chapter 9 – Table 9.1 – pp. 478 – 479 – Table 9.4 – pp. 541 – 542. Excellent answers should demonstrate an outstanding understanding of the benefits and challenges involved in using digital media channels and techniques outlined in Tables 9.1 and 9.4. Excellent answers will provide critical in-depth discussions with well-supported examples. 600 Words, 5 References
Total words: 3000
Answer preview
The internet and digital technologies points out to the vast range of platforms through which market activities are executed. According to Viglia (2014), the internet provides online platforms through which product or service communication to consumers takes place; for example, through search engines, websites and instant messaging that allow markers to communicate with new customers and retain existing ones. As opposed to online marketing, digital technologies allow marketers to leverage available technologies to create and spread message to a wider clientele. The internet and digital technologies have greatly influenced pricing strategies, particularly on pricing transparency and differential pricing.
Word count: 3707