What are the advantages and disadvantages for the Carmex marketing team in colle
ID: 389467 • Letter: W
Question
What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers?
(a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why?
(a) What evokes consumers “engagement” on a brand page on Facebook? (b) What attracts consumers to “like” a brand page on Facebook?
(a) What are the advantages of using a fixed-alternative poll question on Facebook? (b) When do you think
it would be better to use an open-ended question?
(a) If you had a limited budget and two weeks to decide which two flavors to put into quantitative testing, would you choose a “poll only” or a “contest only” strategy? Why? (b) If you had a sizeable budget and two months to make the same decision, which scenario would you choose? Why
Explanation / Answer
Answer:-
) The advantages and disadvantages of collecting data using an online survey of a cross-section of Internet households are:
Advantages
Disadvantages
2(b) The advantages and disadvantages of collecting data using an online survey of Carmex Facebook likers are:
Advantages
Disadvantages:
Answer:-
(a) Facebook is a network built for engagement. Feature additions like click on hashtags, the ability to reply to others’ comments, search the web, and etc. were designed to keep users on-site. The tendency of constant improvement shows that engaging people with brand content is priority number one for Facebook’s marketers. Engagement helps to capture users’ attention in order to create a connection with a content and determine how many people see a post. In addition, engagement can also tell you about the volume of engagement your content receives and indicate the quality of your audiences and their interests. According to Facebook web-site “engagement rate is the percentage of people who saw a post that liked, shared, clicked or commented on it.” Therefore, there are three components that contribute to engagement with brand posts:
To see the engagement rate for your posts you need to:
1. Click Insights at the top of your Page
2. Click Posts
3. Scroll down to All Posts Published
4. Click to the right of Post Clicks / Likes, Comments & Shares
5. Select Engagement Rate from the dropdown menu
And what are “likes” measuring? Facebook states: “"Like" something on Facebook is an easy way to let people know that you enjoy it without leaving a comment.” It also allows other people to see that you liked a content/post/comment and the person who posted a content will get a notification that you liked it. From a marketing perspective, if your business runs a Facebook page, “Like” may be the most powerful tool for you because it can help significantly increase the number of potential customers through those who “Liked” your page/content/post by telling their friends that they like what you have to offer.
Answer:-
For Carmex both features are important because they interrelate with each other. Currently close to 1,000,000 people Like Carmex’s Facebook page and many of them leave comments and participate in Carmex’s contests:
Every time someone "Likes" Carmex’s page or something on it, he or she exposes it to all his/her friends, who then have the opportunity to expose it to their friends. Friends might also like Carmex’s products and expose it to other people. It can help Carmex target the audience who is most likely to be interested in its brand, and further determine a potential target market by looking profiles of those who has been engaged in certain activities in its Facebook page. In addition, Facebook users who "Like" Carmex’s Facebook page receive updates about that page in their News Feeds, and have the opportunity to stay informed about Carmex products.
Answer:-
What evokes consumers' “engagement” on a brand page on Facebook?
3(b) What attracts consumers to “like” a brand page on Facebook?
Answer:-
) Some advantages of using a fixed-alternative poll question on Facebook are as follows:
4(b) An open-ended question allows for an exchange of endless possible answers from consumers. Consumers will provide information on whatever they feel and want you to know that is pertinent to the question asked. Therefore, it would be best to use this type of question when companies are looking for numerous opinions from consumers regarding a new product that is soon to be launched; ideas they are testing or the company itself.
Answer:-
) If we have a limited budget and limited time (2 weeks) to decide which two flavours to put into quantitative testing, we will choose a poll only strategy. The cost of this strategy is low and the engagement level is high. Carmex can implement this strategy by posting a question on its wall and consumer can just click on which flavour they prefer (flavour a, b). Consumers will likely to be engage because all they do is just one click on the flavour they like. Currently, there are almost a million likers on Carmex’ Facebook page and there are over a thousand likes on each postings on its Facebook wall.
5(b) If we have a sizable budget and two months to make a decision on which two flavours to put into quantitative testing, we will implement the poll + contest strategy. By entering consumers into a contest, more consumers will like Carmex’s Facebook wall. However, there is risk that consumers will unlike the page once the contest is over. This can be minimized by combining the poll and contest strategy so consumers can be more engaged by liking the brand page as well as picking their vote or posting a comment to increase customers’ engagement.
KINDLY RATE THE ANSWER AS THUMBS UP. THANKS A LOT.
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