After you have read the The Vanca case, please answer the following questions as comprehensively as possible. The most important thing is that you answer the questions thoroughly and provide thoughtful, comprehensive insights. The reflection should typically be between 2 to 4 pages in total length (single spaced) and should be numbered to correlate with the question number. Please save your submission as either a .doc, .docx, or .pdf file and upload it here. You are permitted to submit your response one (1) time only. Be sure your submission is complete and you are confident it addresses the questions completely prior to submitting your response.
As a function of its strategic marketing planning process, The Vanca created a persona for The Vanca Woman (Exhibit 7). There are a few demographic, psychographic, and behavioral attributes listed. Are there any additional persona attributes you consider important that would impact their marketing efforts? If so, what are they and explain why you believe them to be important? If not, explain why you believe the attributes listed to be sufficient.
How can The Vancas website analytics be used to better understand their customers and potentially influence the integrated digital channel mix?
The companys biggest challenge revolves around its conversion rate (p.9). What strategies and tactics can The Vanca use to drive greater conversions for site visitors?
What are the key attributes for building a strong online brand? Explain their importance. (Note: This is not a topic that is specifically addressed in the textbook or one of my video lectures. Brand recognition plays a significant role in user behavior, however, so you are encouraged to research the topic and remember the question is asking specifically about “building a strong online brand.”
NOTE: Please do not include the questions from the major case assignments in your response. This is not optional. Adhere to the instructions within the assignment by numbering your responses to correlate to the question, but do not include the question itself.
