Midsession short answer question options

These questions are to give students a sense of the type of questions they will find in the midsession exam. One or two of these will be selected for practice in the week 4 tutorial classes with the marking criteria supplied so that students can self-assess their expectations for the midsession exam. To guide your sense of the scope of the answers expected, students should expect to write about half a page of moderate sized script for each question. 1. Briefly distinguish between paid media, earned media and owned media There are 3 main types of media channels: Paid media (advertising), a direct payment to pay for visitors (pay per click) Reach or conversions through search, Display ads Affiliate marketing Digital signage (Offline traditional media accounts for majority of paid media spend) Earned Media, is the name given to PR investment increasing awareness, includes Word of mouth, stimulated through viral and social media marketing, social networks, blogs, forums etc publisher editorial Owned media, media owned by the brand companys own websites brochures blogs mobile apps social presence - Facebook For digital marketing to be successful all 3 types of media channels should be holistically integrated into the strategy and execution as part of multi-channel marketing communications (customer communications and product distribution are supported by a combination of digital and traditional channels at different points in the buying cycle). 2. Outline the role and importance of paid media in online marketing Paid media is important. Social media (both owned and earned media as well as sharing) does not replace paid media. Social media provides an opportunity to make paid media work better. Paid media not only creates awareness, but also supports owned and earned media in that it reminds people of the brand. While consumers do not draw lines between these media, each type does invoke a different consumer feeling or emotion. Think about how you react or value the different types from a brand. How do you feel about great brand content; an authority mentioning a brand; and seeing an ad from a brand? They hit different chords. Each plays a different, non-equal value. But as a brand, if you plan a coordinated media effort with different touch points of owned,

earned and paid media, you have an opportunity to resonate on multiple emotions. And the impact on the consumer is stronger when they are orchestrated together.

3. Outline the role and importance of earned media in online marketing Earned media here you should actively follow, engage and interact with topical influencers to build strong relationships, and work to stimulate content from others. I often call this associated marketing it associates your brand with independent credible sources. The sources are viewed as authentic (no brand subjectivity) and they are trusted.

4. Outline the role and importance of owned media in online marketing 5. Owned media should be used to constantly reinforce who you are and what you stand for. Your owned media is not an advertisement for your brand, but rather well thought out content that crafts the story of your brand and the expertise and value you deliver.

Why owned media? Owned media is important because without it there would be no way for your prospects to learn about you and start to trust you as a business or person. Owned media is the heart of your company. It feeds the information and content needs of current customers, as well as prospects that already know you.

5. Briefly explain the difference between the serve and speak 5S benefits of internet marketing Serve is where the internet is used as a conduit (mediun) of information via websites or social media for value adding. Typical objectives are Growth in visitor numbers to the website and Time spent on the site by visitors (stickiness) as evidence of the value being delivered by the website in information service. Benefits derived by the organisation include Lower costs than hardcopy of personal information service and the Data tracking of customer activity. Customer benefits include Convenience of access, and Links to further information

Speak is where the internet is used for information exchange and includes outbound information distribution and online interactions with customers. Typical objectives include the Size of the email distribution list and frequency of use, Primary research data collected online and interactions / information exchanges in forums and on social media. Benefits for the organisation include the Efficiency and effectiveness of interactions and information distribution as well as the Potential for insights from analysing interaction content. Benefits for customers include Convenience and a Higher level of service dealing with specific issues. 6. Outline how the sell 5S benefit of internet marketing is delivered and give examples of the types of objectives associated with this benefit 7. Briefly explain the role of social commerce in e-commerce. E-commerce refers to both financial and informational electronically mediated transactions between an organisation and its external stakeholders. So e-commerce involves management not only online of sales ransactions but alod of nin financial transactions such as inbound customer service enquiries and outbound email broadcasts. Social commerce is an important part of e commerce as it incorporates reviews amd ratings into a site and linking to social network sites to understand customers needs and increase conversion to sale. 8. Briefly explain the role of social commerce in e-business E business is similar to ecommerce but in a broader scope and refers to using digital technology to manage a range of business processes incorporating the sell side and buy side of e commerce, and also other key supporting business processes including R&D, marketing, manufacturing and inbound and outbound logistics

9. Briefly explain the role of e-business in e-commerce 10. Outline the likely role(s) of portal or media websites in internet marketing 11. Describe why the internet is described as a pull medium rather than a push medium and the importance of this to internet marketers 12. Outline the characteristics of online interactivity that are important for internet marketers 13. Briefly explain the link between the interactivity, intelligence and individualization benefits of digital media

14. Outline why brand value is such an important asset in the micro environment for online marketing Intangibility 15. Explain why integration across online and offline channels is so important for online marketers 16. Briefly outline the different steps in a conversion model for internet marketing to illustrate why it is important to measure conversion rates at each step 17. Outline the relative merits of online and offline advertising for generating traffic to a website 18. Explain the behavioural differences between any two of the five types of web users identified by Lewis and Lewis (1997) 19. Outline the appropriate internet marketing techniques which apply to any one of the stages of the hierarchical buying process model 20. Outline the positive information value aspects associated with online information for customers. 21. Outline the positive information value aspects associated with online information for vendors (sellers).

22. Outline the negative information value aspects associated with online information for customers. Information overload, which derives from Inconsistency, of information formats between websites EXAMPLE, phone plan ability to compare against competitors will commoditise the service and come down to price only (bad) Bounded rationality (is the notion that in decision making, rationality of individuals is bounded by the information they have, cognitive limitations of their minds, and finite amount of time to make a decision) , which limits the amount of information that consumers are able to deal with and Cognitive costs, or effort required to deal with the information Information format limitations, which include Lower levels of information recall from electronic media than from hardcopy Potential for adverse selection based on the probability of accessing information other than that sought given alternative source availability and Consumer preference for subjective information offline Trust, limitations associated with

impersonal communication with unknown and often intangible online sources

23. Outline the negative information value aspects associated with online information for vendors (marketers). 24. Briefly outline the elements in factor based process modelling which complicate its use for real time determination of context definition. 25. Briefly outline the insights into online consumer behaviour which may be drawn from clickstream modelling 26. Briefly outline the limitations of clickstream modelling for real time context definition. 27. Outline the task context factors for a consumers information search that determine their online information needs. 28. Outline the relative social context merits of commercial, independent public and peer information sources in a consumers process for a complex product. 29. Outline three key factors which affect consumer adoption of the internet

30. Briefly contrast the likely effects of the internet on competition based on expected changes to the bargaining power of buyers and suppliers.

31. Outline the nature of two of the risks to online security for consumers Vendor intereactions Access restrictions through unique username and logins Storing data 32. Briefly outline two measures used by organisations to deal with potential threats to their online presence Online organisations face the risk hackers, data poisoning, content alteration and system attacks denying service. The following actions are used to help reduce the risks and increase a companys web security Ingredients Digital certificates or (keys) - consist of keys made up of large numbers that are used to uniquely identify individuals

Digital signatures a method of identifying individuals or companys using public key encryption Systems SSL (https) secure sockets layer protocol, is the most common security mechanism used on transactional websites. The SSL enables encryption of sensitive information during online transactions using PKI (public key infrasturcute). When encryption is occurring, they will see that the web address prefix in the browser changes from http to https and a padlock appears at bottom of browser window. An SSL certificate is purchased by an organisation to assure shoppers the company is who they say they are SSL also encrypts any data that flows to and from the site, keeping it secure from outsiders security can alos be offered by the website, but if it sint they can use a third party SET secure electronic transaction, is a security protocol based on digital certificates. A standard for public key encryption intended to enable secure e-commerce transactions, lead developed by MasterCard and Visa Firewall a specialised software application mounted on a server at the point where the company is connected to the Internet. Its purpose is to prevent unauthorised access into the company from outsiders.

33. Outline three of the principles applied to personal data of customers held by organisations for compliance with privacy legislation Guidelines on 8 data protection principles which marketers need to consider There is a legal requirement that data of customers is to be kept secure so that individuals may not be able to access it The data protection law, states that whatever data you have obtained, has to be disclosed to the individuals Data protection law lawfully obtained securely held adequate for defined purpose only organisation must make it clear why and how the data will be processed at the point of collection. This also includes explicit consent for whether future communication will be sent to the individual, passed on to third parties, and how long the data will be kept current data only - any old data has to be deleted human rights compliance limited rights for international transfer only able to trade to countries with similar legal requirements, only expection to that is the USA

34. Briefly outline the potential for breaches of intellectual property rights online With the ease of digital media to be copied online, laws are in place to protect the ideas of others. Intellectual property can be unfairly used in two senses online. Firstly, organisations IP may be misappropriated (unfairly used) and this needs to be protected. Intellectual property rights protect the intangible property created by corporations or individuals that is protected under copyright, trade secret and patent laws. Reputation management services can be used to access how an organsaitons content, logos and trademarks are being used on other websites. Secondly, an organisation may misappropriate content accidently. Some employees may infringe copyright if they are unaware of the law. Additionally some methods of desgning transactional websites have been patented. For example, amazons one click purchasing option, which is why this is not seen anywhere else.

Copyright applies to any form of original work and prevents subjects others to legal action for using it, though it can be legally used by others under license Trade secrets processes within organisation with are protected from theft, only if you have system security behind a firewall to keep them secret Patents exclude others from making, using, or selling an invention. Commercial site forums can be used to unveil others using your patented product.

35. Briefly outline the potential for trademark protection breaches by online organisations Online brand and trademark protection covers several areas including use of a brand name within domain names and use of trademarks within other websites and in online adverts. Domain name disputes can arise when an individual or company has registered a domain name, which another company claims they have the right to, this is known as cybersquatting. If you are responsible for websites you need to check that your hosting company automatically renews domain names. Companies that dont manage this process can potentially risk their domain name since another company could potentially register it if the domain name lapsed Meta tags are apart of the html code (hidden) used in marketing a website to appear more predominately in search engines. Using the same name of a competitor company within the meta-tag is not legal Monitoring brand conversations in social network and blogs is apart of online brand reputation management. Alerting software tools offer real time alerts when comments or mentions about a brand are posted online in different locations and social networks (googlepulse)

Where the brand name appears can have an effect if it diminishes the value of the brand by association with something.

Infringement of trade marks on the internet When you trade over the internet, you are entering a global marketplace. There is no such thing as a 'world' trade mark. Registration of a trade mark in Australia does not give you any rights in relation to that trade mark overseas. If you offer goods or services for sale on the internet, you could be sued for infringement in a country where someone else owns the trade mark. Australia is a member of the World Intellectual Property Organization (WIPO) which establishes guidelines to protect trade mark owners who trade over the internet. Be aware of the potential risks you face when trading over the internet. You should seek legal advice on the best ways you can avoid or minimise those risks. Most importantly, you should seek legal advice if you receive notice from an overseas trade mark owner alleging that you are infringing their trade mark via the internet. Trade mark owners contemplating trading over the internet should consider applying for international trade marks. Monitor the market You should make sure you are aware of new and existing trade marks being used in your industry. You can start by checking our freely available online database for new trade marks being lodged. There are also some 'watching services' offered by IP professionals who will scan the database and the market for you.