Critical Thinking Questions Case 7-2 Now that your new e-commerce website is published to a live server, you are ready to direct your web development and marketing teams to maintain and promote the website. At this afternoon's meeting with the marketing department, you express your concern about how you can be sure the website is "getting the job done" for the company. The marketing manager suggests that _______.
A) the company join an affiliate marketing program to drive visitors to its website
B) the company seek out reciprocal links for its website
C) the company place banner ads on multiple websites using an online advertising network
D) the company contract with a firm of professional marketers that can help develop benchmarks for the website and the web metrics necessary to compare actual results against those benchmarks

Question

Quizplus · Accepted Answer

Contracting with a firm of professional marketers that can help develop benchmarks for the website and the necessary web metrics to compare actual results is the best choice. This will provide the company with a clear picture of the effectiveness of its website and allow the company to make informed decisions about how to improve its online presence. Option A, B, and C are all tactics that may drive traffic to the website, but they do not address the concern of how to measure the website's performance.

Critical Thinking Questions Case 7-2 Now That Your New E-Commerce