Session 4: Digital Marketing Part I - Review Questions

1. What is the purpose of digital marketing ?
2. What are the advantages and disadvantages of digital marketing ?
3. Identify and compare the strengths/weaknesses of the two major forms of search marketing. How can companies get involved in these two types of search marketing ? How much does it cost ?
4. Why is spam such a big problem ? What are some methods to control spam ?
5. What issues must be considered by a firm that wants to get into display or interactive advertising ? How can they find suitable web sites to place their display ads on ?
6. What is the purpose of calculating and evaluating online marketing metrics ?
   
7. Give examples of metrics relevant to each of the following: e-mail, web site, interactive display advertising, online shopping.