The Validity of Online Marketing Research

In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.

 

ACTIVITY/TASK

For this exercise, let’s assume that a bank wanted to conduct a customer satisfaction survey … See the full activity...

Blendtec’s Viral Campaign Success

In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?

 

ACTIVITY/TASK

YouTube is one of the most popular internet sites in the world. It has a vast collection of video ranging from entertainment to music to TV … See the full activity...

From Bricks and Mortar to Online Retailing

From Bricks and Mortar to Online Retailing

In this exercise, you need to review the key findings from recognized industry forecasting firm regarding the potential impact of online retailing on traditional shopping centers and retailers. The challenge is to determine the best way forward for these traditional retailers.

 

ACTIVITY/TASK

Traditional shopping centers (shopping malls) are under significant pressure to adapt … See the full activity...

Adapting to the New Environment

This mini case study profiles the successful launch of Winkiwoo, a new division of a photo printing firm, which has successfully tapped into the new internet and digital world, with an innovated Facebook related photo product.

 

ACTIVITY/TASK

A company from regional Australia (called Winkiwoo) has experienced tremendous success with their innovative Facebook photo books product. Surprisingly, the new-to-the-world product, which … See the full activity...

Standard Website Metrics

The table below contains the standard top-level website metrics that every marketer needs to be familiar with. Your task is to assess the relative performance of these websites.

 

ACTIVITY/TASK

Site A Site B Site C
Visitors 10,000 100,000 200,000
Visits 40,000 120,000 400,000
Pageviews 200,000 150,000 2,000,000
CPC budget $5,000 $40,000 $100,000
Bounce rate 20% 80% 50%

 

QUESTIONS

  1. What
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Return on Google Advertising

The table below contains some top-level online results of a few websites that has invested in Google advertising. Your task is to determine how well they have performed and whether they should continue.

 

ACTIVITY/TASK

Site A Site B Site C
Impressions 10,000 10,000 10,000
CTR 10% 5% 1%
Site visitors 1,000 500 100
Conversion rate 1% 5% 10%
Actions
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Direct or Online Marketing?

A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting below – can you help them decide?


ACTIVITY/TASK

Justin:

I … See the full activity...