These two articles provide good information to support the chapter on Digital Marketing.
Discussion Questions:
- Why is conversion rate optimization important?
- What affects conversion rates? Discuss why each is important.
- 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.
- 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)
- Why do you think media rich ads perform better than banner ads?
- Why do you think performance measures are higher for sports than any other category listed in the second table?
Clow/Baack 