Xi 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. Xi was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Xi 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)Xi treated digital marketing like a traditional marketing channel.
B)Xi didn't spend enough money on digital marketing.
C)Xi failed to utilize social networks such as Facebook.
D)Xi didn't hire an advertising agency.

Question

Quizplus · Accepted Answer

Xi Chung treated digital marketing like a traditional marketing channel and did not recognize the unique characteristics and strategies required for success on the digital platform. Simply copying and pasting print advertisements is not sufficient for an effective online marketing campaign.

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