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Published by:
Harvard Business Publishing (2011)
Version:
8 February 2012
Revision date:
12-Mar-2012
Length:
13 pages
Data source:
Field research

Abstract

This case describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. It provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Also discusses similarities and differences between online and offline marketing, as well as issues of marketing campaign evaluation. This case has been featured on our website, click to view the article.

Topics

Marketing; Advertising campaigns; Internet marketing; Internet; Web-based technologies; Retail; Resource allocation; Performance appraisals; Marketing strategy
Location:
Other setting(s):
2010

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