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Stakeholder Executive Summary

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Stakeholder Executive Summary

Online marketing is growing at an astounding rate. The primary purpose of digital marketing is to: ✓ Drive top line revenue ✓ Accelerate time to competitive advantage ✓ Gain access to new consumers ✓ Increase market share
Gourmet grocers such as, Kudlers Fine Foods looking to grow revenue, and introduce a new healthy snack food line, a well executed Internet marketing strategy is imperative. Likewise, clear objectives are critical for the formation of effective planning and tactics. Remember the SMART mnemonic: Specific; Measurable; Achievable; Realistic; Time-constrained” (Aarhus University, 2009). However, prior to delving into Internet-based research marketers must analyze certain factors as well as weigh the challenges, advantages, and disadvantages associated.
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Table 1. Online Marketing Process
Primary and Secondary Data Collection Methods Primary and secondary data collections methods will enable Kudlers Fine Foods to turn e-marketing research into valuable business knowledge. Moreover, Internet-based data collection methods consist of: ✓ Online Experiments ✓ Online Focus Groups ✓ Online Observation ✓ Online In-Depth Interviews ✓ Online Survey Research ✓ Web Surveys ✓ Online Panels (Strauss & Frost, 2009) The following explains the data collection method and their usefulness to the company. First, online experiments enable researchers to test cause-and-effect relationships. For example, random people are segmented into different groups and exposed to different stimuli. Using this type of experiment Kudlers has the opportunity to test alternative Web pages, display ads, and promotional offers. Second, focus group research gives Kudlers marketing team qualitative methodology to understand consumers feelings,

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