Chapter 6

Question 1

1.1

Answer 1

Internet Traffic patterns:
Demographics and access
   Digital divide
Type Of internet connection
Community effects: social contagion in social media

Consumer behavior models
after focusing in who is online, how they buy online
cultural / social/ Phycological
Brand / Marketing stimulation / Firm capabilities
In store behavior/ Buying decisions

The only purchase decision
because of price and free shipping
Seller is trustworthy
buying online is convenient

Question 2

1.2

Answer 2

5 stages in the consumer decision process:
awareness of need, search for more information,
evaluation of alternatives, the actual decision,
post/purchase contact

Online marketing communications
  Display ads // SEARCH
  search engines // SEARCH //EVALUATIONS OF 
  ALTERNATIVES
  Online catalogues SEARCH //EVALUATIONS OF 
  ALTERNATIVES
    targeted e-mail
  Online promotions  DISCCOUNT

Clickstream behavior ( no prior knowledge of the customer) ( it is dynamic)

SHOPPERS, BROWSER AND BUYERS

Question 3

2 Digital commerce marketing and advertising strategies and tools

Answer 3

the objective of online marketing
Build costumer relations with the firm

Four features of online marketing that distinguish from traditional
personalized, participatory, peer-to-peer, communal

The five elements of a comprehensive multichannel marketing campaign
website, traditional online marketing, social
marketing, mobile marketing and off/line marketing

The website as a marketing platform:
website perform four important functions
1. establishing the brand identity and consumer
expectations.. Crete expectation in the user of how it
will be to consume the product
2. inform customer the service
3. customer experience

Online advertising 
a paid message on a website, app, or other digital medium 
 Google
Practices that the results
Click fraud
Content farms 
Link farms
ad/blocking 
e/ mail marketing 
Viral mareketing - word to mouth
Lead generation marketig

Pricing strategies

Long tail Marketing

Question 4

3 Internet marketing technologies

Answer 4

Web transactions logs 
   Transaction log
    Registration forms
    Shopping cart database
    Cookies and other tracking files 

Data, data warehouses, data mining and big data
Profiling uses a variety of tools to create a digital
image for each consumer

Databases
a software application that store records an attributes

Data management system
a software application used by organization to create,
maintain, databases

Structured query language ( SQL)
Language used in data bases

Relational data bases

data warehouse

Data mining
Query-driven data mining
Model driven data mining

Customer profile

Marketing automation and customer relationhsip managment systems

Question 5

4 Cost and benefits of online marketing communication

Answer 5

online marketing matrix: lexicon 
impression
  Number of times an ad is served 
  Click-trough-rate
  View trough rate
    measures 30 day response rate to ad
  hits 
    Number of https request received by a firm server
   Page views
   viewability rate
   unique visitors
   Loyalty
     % of purchaser who return in a year
   Reach
    %  total number of consumers in a market who will 
    visit a site
  Recency 
     Average # days elpased between visits

Question 6

COST of online advertising

Answer 6

Cost per thousand 
     impression basis
 cost per click
     pay for each click it receives
 Cost per action
     pay only for those who perform an specific action