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Chapter Exercises
Chapter 1
1 Take a look at the products in the room around you. Some will have been bought as a B2B purchases [e.g. by the builder, decorator or owner of the property] others will have been B2C purchases – your clothes, or the device you’re reading this on, for example. What percentage of these products will have been purchased online?
AND/OR
List your purchases - anything you've spent money on - over the previous week, month or year. What percentage was purchased online by:
A the number of items,
and
B by value
2 Amazon is the best-known proponent of personalization. Do you visit any other websites that are personalized? Does the personalization work or not?
3 Do you follow any influencers? What products - if any - have you purchased as a result of their advice? Do they fit into any particular category or categories?
4 Give examples of your experiences – if any - with VR and AR in an online marketing context.
5 Consider the privacy paradox. Where do you stand?
Chapter 2
1 Conduct a search on the name of your nearest city or major town and then analyse both the organic and ad results in the SERP - but look at it as a marketer not as a potential visitor.
2 In chapter 1 you considered your online purchases. Revisit that list, but this time identify any role the Internet played in your offline purchases.
3 For the products or services identified in the previous question ... did you use a search engine? If so, think back to your actions when you used the search engine. For example; what keywords did you use and did you click on any ads on the SERP - and did you go beyond the first page.
Chapter 3
1 List any websites with which you have an association - for example, your college, university, employer, club or society. Can you identify the person, or even department, that has responsibility for it's management [note management - not development].
2 From the websites you have visited identify one with excellent and one with poor usability/UX. What is the impact of each on your opinion of the brand?
Chapter 4
1 Thinking about your shopping only, how does your website surfing breakdown in
Moe and Fader's four types of online shopping visits.
2 Using your online shopping list from earlier chapters, what percentage of your online purchases were delivered and what percentage collected by you? For each, why was that the case? e.g. cost, convenience, speed.
3 What percentage of those purchases were from third-party sites?
4 How might a marketer use the data derived from your answers to the previous three questions?
5 Think back to your best delivery experience: why do you think all online retailers don't - or can't - match this standard?
Chapter 5
Imagine all the products you can see at an airport or hospital. At some point all of been sold in a b2b environment - what role might the Internet have played in their purchase decision?
Chapter 6
1 Consider the ads delivered to a website or social media platform that you visited recently [not a search engine results page].
A Did you actually see any ads or did you have banner blindness?
B How many did you consciously take note of?
C Did you respond to any?
D Why did you respond - or why not?
2 Visit any website a that has ads and click on any five. Evaluate the landing page for each. Note, you will have to read each ad first.
Chapter 7
1 Are you on any mailing lists? If no, why not? If yes, what are the benefits you perceive from doing so?
2 What products or industries might be more suited to email marketing? Why?
3 What is the best example of a marketing message that you have received by email. Did it improve your opinion of the brand? Did it increase the chance of you making future purchases?
Chapter 8
Remember, this chapter is NOT about advertising on social media.
1 List the brands that you follow on social media. DO NOT include brands such as sports personalities or clubs, actors, music performers or the like. For each brand ...
A Was you a customer before following them?
B Has following them increased your spend with the brand?
C What percentage of the brand’s social media messages do you read?
What do your answers suggest to you as a marketer?
2 If you had an after-purchase question for a brand [e.g. how to work the product properly] would you prefer to contact the brand by: phone, email, website chat or social media such as Facebook or Twitter?
3 Now consider the same question, but this time you had a complaint after a purchase.
4 Now repeat these exercises for other members of your family - in particular those who are older than you.
What do your answers suggest to you as a marketer?
Chapter 9
Considering all aspects of metrics and analytics [i.e. cost, availability, accuracy and the value to decision making], which of the following types of organization might it be essential, benefit significantly, be of little benefit or there be no benefit from collecting online data and analysing it. Assess each where 10 equals essential and 0 equals zero benefit.
- A university
- A local domestic plumbing company
- An online-only women’s fashion retailer
- An owner-managed restaurant
- A national retailer with 400 physical outlets and an e-commerce site
- A global FMCG/CPG brand
- A national hotel chain with 50 outlets
- An artisan selling small range of jewelry on third-party retail site