15 Aug MKT Week 7 Disc & Resp
Part A: Open-ended response to this weeks theme:
Analyze the role and use of conversion metrics as part of a holistic digital marketing strategy. Based on this week’s reading and your understanding of your own organization, what are the metrics that should be/are being tracked and what do these metrics tell us about the effectiveness of your organization’s digital marketing efforts? Are there metrics that are missing or underutilized? How might this be impacting data acquisition efforts that impact larger strategic decision-making and ROI?
Part B: Discuss intersection of this weeks reading and media:
“Despite the growing trend of consumers desiring customer service and issue resolution in new digital channels, most companies have been slow to embrace the opportunity and implement necessary changes within their own organizations. Social media has changed everything when it comes to supporting customers” (H & B, 206). As more and more consumers look to social media as part of their customer experience, how has this affected the relationship between digital marketing efforts, customer service, and satisfaction efforts both in terms of organizational structure and strategy, and specifically in regards to data tracking efforts within your own organization?
Part C: Respond to this weeks ethics case:
In looking at the case study presented in Gringarten Chapter 11 in conjunction with present day social justice movements, what is the relationship between businesses, academics, and consumers? How are these relationships impacted by historical context and how might a company’s history affect a company’s brand and the relationship it has with its customers in the present? What is the role of organizational digital marketing efforts in managing a company’s public image in times of social upheaval?
