These two articles provide good information to support the chapter on Digital Marketing.

Discussion Questions:

  1. Why is conversion rate optimization important?
  2. What affects conversion rates? Discuss why each is important.
  3. Identify the advanced conversion tactics provided by the author of the first article. Rank these for your personally from most influential to least influential. Explain the rationale for your ranking.
  4. From the second article, explain the concepts of rich media ads, banner ads, CTR, engagement rate, and in-screen impressions. (You may need to access the Internet or use the book to explain these concepts)
  5. Why do you think media rich ads perform better than banner ads?
  6. Why do you think performance measures are higher for sports than any other category listed in the second table?

About Dr. Ken Clow

Co-author of textbook.

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