Problem 1. Read the Purina Friskies Milkoholics case study adapted from the Direct Marketing Association International Echo Awards 2006. Although Purina Friskies Milkoholics made use of e-mail and the Web, Friskies wants to create more engagement with customers through use of Web 2.0 tactics that incorporate user-generated and social networking tools. How could Friskies Milkoholics take advantage of this trend? Do social networking tools make sense, given the passion and interests of pet owners? What specific social networking tools would you recommend? Why would you choose one over the others?
Problem 2. You would like to conduct an e-mail campaign for your new online gourmet cookie business. Describe, in detail, two ways you can develop your own online database of names and e-mail addresses of qualified customers. How would you maintain your list once you had compiled it?
Reference: Stone, B., & Jacobs, R., (2008). Successful direct marketing methods (8th ed.). New York, NY: McGraw-Hill Publishing.