Discussion Post: Tools and Strategies
You feel a bit bombarded with the variety of tools and options for making sales by building and raising consciousness about an online store's product offerings and brand. Instead of feeling bombarded, break it down into manageable chunks, just like when you are trying to commit content to your long-term memory!
Go on a virtual field trip to an e-Commerce site of your choice
• Take a screenshot of the e-Commerce site that you chose. Make sure your screenshot clearly shows today's date and time. Paste the screenshot into the body of your post. Use your screenshot to highlight the strengths of the strategies and some of the tools that might be used to increase brand awareness. Make sure to consider the ROI for each choice, as you would want to maximize the efforts to minimize expenses.
• Pick two items from A, two items from B, and two items from C listed below. Elaborate on how you can use each of your expanded choices for the site you chose in the associated screenshot to increase brand awareness and, therefore, sales.
Scholarly sources should support one item from each column, which can be the same source or all unique scholarly sources for the three columns.
• Column A
o User characteristics
o Product characteristics
o Website features: latency, usability, and security
o Attitudes toward online purchasing
o Perceptions about control over web environment
• Column B
o Search engine marketing and advertising
o Display ad marketing (including video ads)
o Email marketing
o Affiliate marketing
o Viral marketing
o Lead generation marketing
o Banner ads
o Rich media ads
o Interstitial ads
o Video ads
o Far more effective than other display formats
o Sponsorships
o Native advertising
• Column C
o SEO
o Customer retention strategies
o Broadening the scope
o Always-on mobile environment
o Cookies
o Tracking files
o Transaction logs
o Data warehousing and mining.
Textbook: Laudon, K. C., & Traver, C. G. (2021). e-Commerce 2021: Business, technology, and society (16th ed.). Pearson. ISBN-13: 9780136931805.
The response must include a reference list. Using Times New Roman 12 pnt font, double-space, one-inch margins, and APA style of writing and citations.