Category Archives: Chapter13

Content Marketing (Chapter 13)

I though this video by Interact Media did a great job of explaining content marketing. While it is a promotional video for the company, it does provide students with a good understanding of content marketing.

Discussion Questions:

  1. Based on the video, what is content marketing?
  2. How can a company or brand use content marketing?
  3. After watching the video, what do you think are two keys to using content marketing?

Ruby Tuesday Goes Social (Chapter 13)

According to this Advertising Age article, Ruby Tuesday is ditching traditional advertising for social media marketing. Will this approach work?

Discussion Questions:

  1. After reading the article, do you think this strategy will work for Ruby Tuesday? Why or why not?
  2. Watch the 3 minute online video “Shy Girl.” What do you think about it?
  3. If you were responsible for the social media marketing for Ruby Tuesday, which social media platforms would you use? Explain why.

Behavioral Targeting (Chapter 13)

An effective digital marketing strategy used by brands is behavioral targeting. This video produced by IAB explains who behavioral targeting works and why it is successful.

Discussion Questions:

  1. Based on the video, what is behavioral targeting and how does it work?
  2. What types of information is collected with behavioral targeting?
  3. Do you think behavioral targeting is an invasion of privacy? Why or why not?
  4. Give an example of behavioral targeting from your personal experience. Provide a screen shot of your computer screen that shows a behavioral ad.

Digital Marketing Strategies (Chapter 13)

I thought this video on the “6 essential elements for a successful digital marketing strategy” would be good to use with Chapter 13. While it could be used at the beginning of the chapter, I think it would fit better after you have lectured on the chapter as a review, or even an assignment.

Discussion Questions:

  1. According to the video, what are the 6 essential elements of a successful digital marketing strategy?
  2. Assume you have been asked to help develop a digital marketing strategy for a local boutique clothing store that focuses on fashions for the 18-30 year old. Go through each of the 6 essential elements presented in the video discussing them in relation to the fashion boutique. Explain how each step can be implemented and why it is important.

E-commerce Colors (Chapter 13)

Although I listed this article for Chapter 13, it would fit well with Chapter 4 (Consumer Behavior). The article discusses what the various colors on an e-commerce site signify and the types of customers that it would attract.

Discussion Questions:

  1. Make a list of the colors discussed in the article and beside each color write down what that color means.
  2. For each color, identify one product or service not mentioned in the article that you think would fit.
  3. Go to 2 different e-commerce sites. What color(s) did they use? Look at the meaning of these colors from the article. Do you think the colors chosen matches well with the site and the type of customers they want to attract? Why or why not?

Is the Internet Killing TV? (Chapter 13)

This article from the Washington Post should generate a lively class discussion.

Discussion Questions:

  1. Would you agree that the Internet is slowly killing TV advertising? Why or why not?
  2. Why is television viewing down, especially cable TV?
  3. What makes digital consumption attractive among young consumers? What makes it attractive to older consumers?

Social Media (Chapter 13)

This study by Sprout Social was interesting and may be useful to you when teaching Chapter 13. Here are some questions that you may use if you want to assign it to students to read, or if you want to use it in class for a discussion.

Discussion Questions:

  1. What are the current social trends cited in the article?
  2. Look at the Consumer Engagement Index on page 7. Can you explain why the industries are ranked this way, especially those with high levels of inbound engagement and those with low levels of inbound engagement?
  3. Compare the Consumer Engagement Index on page 7 to the response chart on page 8? Which industries are dong the best at responding? Which are doing the worst?