Briefly describe the various forms of online interactive marketing
What will be an ideal response?
Web sites: Companies must design Web sites that embody or express their purpose, history, products, and vision and that are attractive on first viewing and interesting enough to encourage repeat visits.
Search ads: A hot growth area in interactive marketing is paid search or pay-per-click ads, which now account for roughly half of all online ad spending. In paid search, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests.
Display ads: Display ads or banner ads are small, rectangular boxes containing text and perhaps a picture that companies pay to place on relevant Web sites.
E-mail: E-mail allows marketers to inform and communicate with customers at a fraction of the cost of a "d-mail," or direct mail, campaign.
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As firms migrate to a ________, they create performance measures that focus on total cost of ownership
a. supply management orientation b. procurement orientation c. value orientation d. buying orientation
A career planning workshop helps employees identify their interests, set career goals, and practice career skills
Indicate whether this statement is true or false.