1. What 2 fact was most fascinating for you in the two Nielsen documents you read and why?
2. What percent of online purchases are made via mobile devices? And why do you think it is not higher?
3. After reading the Wharton University article, tell me what type of digital consumer you are and why?
https://knowledge.wharton.upenn.edu/article/bring-persona-rethinking-segmentation-new-digital-consumer/
4. After watching the Nielsen Panel Discussion Video on the Consumer 360 by Nielsen, tell me the single item that resonated with you the most and why?
https://www.youtube.com/watch?v=1ISR0V-b2_I
5. Are the following examples of push or pull marketing: A chat pop-up customer service invitation window; a sponsored story on your Facebook feed; a sponsored twitter hashtag.
6. Is internet marketing a component of digital marketing or is digital marketing a component of internet marketing? Explain why this class is no longer called Internet marketing.
7. Perry mentions the term KPI, So what does that stand for? And why is it important that every company have well defined KPI's? Google it if you are not sure.
8. What are the traditional 4 P's of marketing? And tell me what has changed and why they are no longer as relevant in today's world. What are the new 4 P's according the Perry and do they make sense to you?
9. Read the Target article on slide 39 of Chapter 2. Does this story concern you?
https://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/
10. As Heidi points out on the article, email is certainly not dead. It is the number one way to engage our customers and keep them retained. I am curious. Are we opening up emails more on our smart phones or on our pc's. What are the latest trends for 2013 or 2014? Google it and tell me what you find. Based on what you find would it be in our best interest to make sure your emails render properly on smart phones.
https://heidicohen.com/7-content-formats-every-marketer-needs-in-2013/
11. Heidi also talks about the importance of having a mobile presence. I think we all understand that. We must note that apps (successful apps that is) for the smart phone are not a mere duplication of the website for that brand.
https://heidicohen.com/7-content-formats-every-marketer-needs-in-2013/
a. American Airlines website for the PC is configured to help you search for and book flights primarily. Tell me primarily what their AA app is all about. Was it created to serve a different purpose? Does it make sense?
b. Go to the American Airlines website on a mobile device. What happens? Does it reconfigure for mobile and does it align more with the PC based website or the app? Does this make sense? Do you think if they just pushed their PC based website out to mobile it would be effective?
c. Do a Google search for the Ebay app for the iphone and what the video on what all it can do? What are the unique features that you can do only with the app? Would it surprise you if I told you when they built this app, they started from scratch and did not even consider the main website for any design considerations?
12. After reading the three articles about content creation and automation, tell me 5 of the most interesting things you learned from them. Be specific.
https://www.forbes.com/sites/jaysondemers/2014/08/19/the-top-7-content-marketing-trends-dominating-2014/2/
https://blog.hubspot.com/insiders/marketing-automation-facts
https://www.curata.com/blog/content-marketing-tools-ultimate-list/
13. Watch this 11 minute video on what marketing means for Energizer. Thinking about this video, tell me what would you say are the differences between marketing and advertising.
https://www.youtube.com/watch?v=PLbxiBEEWGw.