Project for Chapter 8

Choose either Option A or Option B to submit through Class Moodle site on the Project 8 link.

Option A

In 2017, mobile advertising expenditures in the United States were $60.7 billion. They are expected to reach over $131.41 billion by 2022.76 North America is expected to remain the largest regional ad market, closely followed by Asia Pacific. Western Europe ranks third, with ad spending amounting to approximately half of the North America. Businesses are increasingly using mobile ads. Location data from mobile devices is the key element for a successful mobile ad campaign. Facebook and Google are the two biggest players that generate the highest revenue from mobile ads. PlaceIQ, a technology firm headquartered in New York City (https://www.placeiq.com/who-we-are/), collects billions of data points from mobile devices and other sources and is able to track potential customers as they move from one retail location to another—such as from one car dealership to another. PlaceIQ is also able to help businesses find out if the ads can translate to an actual visit by a customer. In addition to its huge data set for business, PlaceIQ also offers location data and analytics tools to businesses and allows them to do their own advertising.

Audi is using the PlaceIQ data to measure how many potential customers will visit its dealerships before and after they have seen ads. They also want to target potential customers who are visiting their competitors’ showrooms. Starcom Media Group is using PlaceIQ in order to find out how mobile location data can be helpful and eventually attract more customers to a business.

Answer the questions in a two-page paper submitted through Class Moodle site on link Project 8.

1. What does PlaceIQ do for businesses?

2. How can PlaceIQ data be used for omnichannel e-commerce? Explain.

3. What privacy concerns might consumers have about PlaceIQ’s business model?

4. How is Audi using PlaceIQ services to inform its e-commerce strategy?

OR

Option B

Multichannel, cross-channel, and omnichannel are being increasingly used by all types of businesses. After reading the information presented in this module and other sources, write a two-page paper that compares and contrasts these three strategies. Provide one advantage and one disadvantage of strategy. Also provide examples of three companies that are using each strategy. Why is omnichannel being adopted by a growing number of companies?

Answer the questions in a two-page paper submitted through Class Moodle site on link Project 8.