Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?
A) They treated digital marketing like a traditional marketing channel.
B) They didn't spend enough money on the digital marketing.
C) They failed to utilize social networks such as Facebook.
D) They didn't hire an advertising agency.

Question

Quizplus · Accepted Answer

Inchol's approach to digital marketing suggests that he treated it like a traditional marketing channel, assuming that he could just publish modified versions of his newspaper and Yellow Page ads on the website. This may have resulted in a lack of creativity, engagement, or optimization for the digital medium. Utilizing social networks such as Facebook may have helped, but it's not clear if that was his main issue. Spending more money or hiring an agency may have been options, but not necessarily the best solutions if the underlying strategy was flawed.

Inchol Chung Is the Owner of a Popular Bar in a College