1) Explain how social media have changed how firms communicate with their customers
relative to traditional forms of marketing products.
Answers will vary but should include a discussion of how traditional
ways of marketing products and services, such as brick-and-mortar
stores, traditional mass media (print, television, radio) and other sales
promotional vehicles (e.g., mail, telemarketing) are no longer sufficient
for many firms. The presence of social, mobile, and online marketing is
steadily expanding relative to these more traditional forms of integrated
marketing communications (IMC). Students should also point out that
social and mobile media firms offer services or tools to help consumers
and firms build connections. Through these connections, marketers and
customers share information of all forms—from their thoughts about
products or images, to uploaded pictures, music, and videos.
2) Explain the 4E framework for social media and identify the social and mobile media tools
that are most effective for accomplishing each of the 4Es.
The answer should include the following points:Excite—Excite
customers with relevant offers. Social networks and mobile applications
are especially effective.Educate—Educate them about the offering.
Thought-sharing sites can be especially effective.Experience—Help
them experience products directly or indirectly. Media-sharing sites can
be especially effective.Engage—Give them an opportunity to engage via
social networks. Media-sharing and thought-sharing sites are especially
effective.
3) What forms of social media are good choices for "exciting" the customer?
Version 1 1
,Answers will vary, but may include social networks such as Facebook,
Pinterest, and Google+ because of their ability to communicate deals
that are likely to excite consumers. Also, location-based software and
applications help bring offers to consumers when they are in the process
of making a purchase decision.
4) A local manufacturer has developed a scented USB drive targeted strictly at male
consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework,
briefly describe the target client, and outline a complete social media program for this new
product.
The targeted client is likely to be young, educated, and technologically
savvy. The social media program should include reasonable suggestions
for each of the 4Es (excite, educate, experience, and engage).
5) Explain how YouTube helps customers "experience" a product or service.
Answers will vary but should include a discussion of how videos posted
on YouTube can provide vivid information about a firm's goods and
services—how they work, how to use them, and where they can be
obtained. YouTube and similar sites can come relatively close to
simulating real experiences, almost as if a consumer is trialing the
product in advance.
6) In terms of the 4E framework, why would companies be interested in "engaging" the
customer?
Answers will vary but should show an understanding that with
engagement comes action and the potential for a relationship, and
possibly even loyalty and commitment on the part of the customer.
Students should also understand that engagement can be either positive
or neg
7) Suppose that Samsung wants to create a social media program to build consumer
engagement around a new line of smartphones. Using the 4E framework, explain (with
examples) how Samsung could build this program.
Version 1 2
,Answers will vary but should include reasonable suggestions for each of
the 4Es (excite, educate, experience, and engage).
8) Explain the commerce element of the 7Cs of online marketing.
When it comes to actual purchases, consumers exhibit varying
preferences for the types of digital marketing tools they want to use.
Some consumers rely on websites; others want a mobile app that enables
them to shop quickly. Yet despite the predominate use of apps for
checking social media or the weather, desktop usage is greater, and
conversion rates are higher for online purchases. Many people might
start searching online but then visit a physical store in person for their
actual purchase. The most loyal customers use multiple channels.
Customers thus demand that firms offer them a range of options,
consistently and constantly, so that they can pick and choose the channel
from which to purchase at any specific time.
9) Describe how context elements can affect the online marketing framework.
The second element of website design involves the traditional contextual
elements, such as design (e.g., color, font) and navigation. These
contextual elements must be in alignment with the target market(s).
Because Walmart’s core goal is to encourage purchases, its commerce-
oriented website features a simple look and feel, which help consumers
browse and find the products they want easily—similar to Amazon.com
(its primary online competitor). In contrast, the Hanazuki page is filled
with animation, movement, and bright colors, encouraging visitors to
take their time exploring the different characters, watching videos,
downloading apps, and perhaps shopping too.
Version 1 3
, 10) Compare the role of corporate, professional, and personal bloggers regarding a new
product. Choose one product/service and use this as an example in your explanation.
Answers will vary but should address the role of corporate blogs
(controlled by the company), professional blogs (unbiased product
reviews and recommendations), and personal blogs (under the least
amount of control, and often containing complaints or compliments from
the consumer).
11) Discuss how a company can use crowdsourcing. Provide an example of a company that
used this technique.
Another way to build a community is by crowdsourcing, in which users
submit ideas for a new product or service, and/or comment and vote on
the ideas submitted by others. For example, LEGO allows individuals to
upload ideas for new LEGO products. The ideas receiving a large
number of votes are reviewed by LEGO’s product design team, and if
approved, a portion of the sales are shared with whoever submitted the
design.
12) Describe some communication mechanisms companies can incorporate on their websites.
Digital communities rely on clear, helpful, meaningful content (the third
C). The communication vehicles that appear on any website or blog
determine how effectively the firm can interact with, educate, and
engage site visitors. Virtually all websites provide a mechanism for
customers to communicate with them through live chat, instant message,
telephone, or e-mail. The various types of blogs described in the
previous section also can engage consumers by providing a compelling
platform for two-way communications. In particular, Twitter continues
to evolve as the preferred method for many people to interact with firms,
to inform them about concerns or complaints.
13) What is the purpose of connection on a company’s website or blog? Provide an example.
Version 1 4
relative to traditional forms of marketing products.
Answers will vary but should include a discussion of how traditional
ways of marketing products and services, such as brick-and-mortar
stores, traditional mass media (print, television, radio) and other sales
promotional vehicles (e.g., mail, telemarketing) are no longer sufficient
for many firms. The presence of social, mobile, and online marketing is
steadily expanding relative to these more traditional forms of integrated
marketing communications (IMC). Students should also point out that
social and mobile media firms offer services or tools to help consumers
and firms build connections. Through these connections, marketers and
customers share information of all forms—from their thoughts about
products or images, to uploaded pictures, music, and videos.
2) Explain the 4E framework for social media and identify the social and mobile media tools
that are most effective for accomplishing each of the 4Es.
The answer should include the following points:Excite—Excite
customers with relevant offers. Social networks and mobile applications
are especially effective.Educate—Educate them about the offering.
Thought-sharing sites can be especially effective.Experience—Help
them experience products directly or indirectly. Media-sharing sites can
be especially effective.Engage—Give them an opportunity to engage via
social networks. Media-sharing and thought-sharing sites are especially
effective.
3) What forms of social media are good choices for "exciting" the customer?
Version 1 1
,Answers will vary, but may include social networks such as Facebook,
Pinterest, and Google+ because of their ability to communicate deals
that are likely to excite consumers. Also, location-based software and
applications help bring offers to consumers when they are in the process
of making a purchase decision.
4) A local manufacturer has developed a scented USB drive targeted strictly at male
consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework,
briefly describe the target client, and outline a complete social media program for this new
product.
The targeted client is likely to be young, educated, and technologically
savvy. The social media program should include reasonable suggestions
for each of the 4Es (excite, educate, experience, and engage).
5) Explain how YouTube helps customers "experience" a product or service.
Answers will vary but should include a discussion of how videos posted
on YouTube can provide vivid information about a firm's goods and
services—how they work, how to use them, and where they can be
obtained. YouTube and similar sites can come relatively close to
simulating real experiences, almost as if a consumer is trialing the
product in advance.
6) In terms of the 4E framework, why would companies be interested in "engaging" the
customer?
Answers will vary but should show an understanding that with
engagement comes action and the potential for a relationship, and
possibly even loyalty and commitment on the part of the customer.
Students should also understand that engagement can be either positive
or neg
7) Suppose that Samsung wants to create a social media program to build consumer
engagement around a new line of smartphones. Using the 4E framework, explain (with
examples) how Samsung could build this program.
Version 1 2
,Answers will vary but should include reasonable suggestions for each of
the 4Es (excite, educate, experience, and engage).
8) Explain the commerce element of the 7Cs of online marketing.
When it comes to actual purchases, consumers exhibit varying
preferences for the types of digital marketing tools they want to use.
Some consumers rely on websites; others want a mobile app that enables
them to shop quickly. Yet despite the predominate use of apps for
checking social media or the weather, desktop usage is greater, and
conversion rates are higher for online purchases. Many people might
start searching online but then visit a physical store in person for their
actual purchase. The most loyal customers use multiple channels.
Customers thus demand that firms offer them a range of options,
consistently and constantly, so that they can pick and choose the channel
from which to purchase at any specific time.
9) Describe how context elements can affect the online marketing framework.
The second element of website design involves the traditional contextual
elements, such as design (e.g., color, font) and navigation. These
contextual elements must be in alignment with the target market(s).
Because Walmart’s core goal is to encourage purchases, its commerce-
oriented website features a simple look and feel, which help consumers
browse and find the products they want easily—similar to Amazon.com
(its primary online competitor). In contrast, the Hanazuki page is filled
with animation, movement, and bright colors, encouraging visitors to
take their time exploring the different characters, watching videos,
downloading apps, and perhaps shopping too.
Version 1 3
, 10) Compare the role of corporate, professional, and personal bloggers regarding a new
product. Choose one product/service and use this as an example in your explanation.
Answers will vary but should address the role of corporate blogs
(controlled by the company), professional blogs (unbiased product
reviews and recommendations), and personal blogs (under the least
amount of control, and often containing complaints or compliments from
the consumer).
11) Discuss how a company can use crowdsourcing. Provide an example of a company that
used this technique.
Another way to build a community is by crowdsourcing, in which users
submit ideas for a new product or service, and/or comment and vote on
the ideas submitted by others. For example, LEGO allows individuals to
upload ideas for new LEGO products. The ideas receiving a large
number of votes are reviewed by LEGO’s product design team, and if
approved, a portion of the sales are shared with whoever submitted the
design.
12) Describe some communication mechanisms companies can incorporate on their websites.
Digital communities rely on clear, helpful, meaningful content (the third
C). The communication vehicles that appear on any website or blog
determine how effectively the firm can interact with, educate, and
engage site visitors. Virtually all websites provide a mechanism for
customers to communicate with them through live chat, instant message,
telephone, or e-mail. The various types of blogs described in the
previous section also can engage consumers by providing a compelling
platform for two-way communications. In particular, Twitter continues
to evolve as the preferred method for many people to interact with firms,
to inform them about concerns or complaints.
13) What is the purpose of connection on a company’s website or blog? Provide an example.
Version 1 4
