What is the primary risk for firms that allow 'too much democratization of innovation' in their online communities?
Explanation
This question assesses the understanding of a specific challenge or risk associated with co-creation and user-led innovation in online communities.
Other questions
According to the text, what was the estimated total digital ad spending in 2013, the first year it surpassed television advertising?
The obstacle race company Tough Mudder launched its brand using its entire communication budget on a single platform. What was this platform?
What are the three main platforms for social media identified in the text?
What is the term for a form of online word of mouth that encourages consumers to pass along company-developed products, services, or information to others online?
In the case study of Blendtec's 'Will It Blend?' online videos, what was one of the few items mentioned that did not successfully blend?
According to the 'Marketing Memo: How to Maximize the Marketing Value of E-mails,' what did Williams-Sonoma report when it adopted personalized e-mail offerings?
What are the two factors that visitors judge a Web site's performance on, according to the text?
What is the term for small, rectangular boxes containing text and pictures that companies pay to place on relevant Web sites?
According to research firm Keller Fay, what percentage of word of mouth (WOM) occurs offline?
What is the primary purpose of Search Engine Optimization (SEO)?
In the SodaStream case study, what was the name of the marketing activity where the company filled a giant cage with the average number of cans and bottles a family throws away in a year?
According to the chapter, what is a key for success in online communities?
In the Frito-Lay 'Do Us a Flavor' contest, what was the winning flavor in the U.S. that is mentioned in the text?
What are the four distinctive characteristics of a mobile device noted by Wharton's David Bell?
What is the primary function of the Gatorade 'Mission Control Center' described in the chapter?
What is the average click-through rate for a standard banner ad, as cited in the chapter?
In the Dollar Shave Club case study, what was the key to the company's successful launch?
What is the purpose of the customer loyalty ladder described by Huba and McConnell?
According to the advice from Harvard Business School viral video expert Thales Teixeira, what should an ad do at the beginning to hook fickle viewers?
In the Merrill Edge 'Face Retirement' app case study, what technology was used to show users what they might look like at older ages?
What is the primary advantage of online marketing communications related to message tailoring?
In the 'Seven Key Design Elements of an Effective Web Site' (the 7Cs), which element refers to how the site enables user-to-user communication?
According to the chapter, what is one of the main disadvantages of online marketing communications?
What does the text identify as a primary source of product information for Apple customers after their warranties expire?
What is the advice for mobile ad copy regarding screen space?
According to the text, what is a key difference between a customer mailing list and a customer database?
How did toymaker Playskool use the social network CafeMom to get feedback for its products?
What is the primary reason that e-mails can be very productive selling tools, according to the chapter?
What does the term 'microsites' refer to in the context of online marketing?
According to a Nielsen survey mentioned in the text, what is the second-most trusted source of brand information?
What is the fifth rung on the customer loyalty ladder described by Huba and McConnell, representing the highest level of loyalty?
How much did it cost to make the winning 'Time Machine' ad for the Doritos 'Crash the Super Bowl' contest in 2014?
What does the agency BzzAgent believe is the result of its unique combination of people and its BzzScapes platform?
According to the chapter, what is the 'third screen' for advertisers, after TV and the computer?
In the context of paid search, which type of search term is described as more useful for generating and converting sales leads?
What is the defining characteristic of a blog?
How many variations of its daily e-mail does the Gilt Groupe send, based on recipient's past behavior?
What is the key takeaway from the research by DDB regarding how social brands and products are online?
In what way are brands like Dell, AOL, and Comcast mentioned in the text as having been negatively impacted by user-generated content?
According to the chapter, what is the 'pain point' that Dollar Shave Club CEO Michael Dubin believed his company's video and business model tapped into for consumers?
What is defined as 'bite-sized software programs that can be downloaded to smart phones'?
What was the result of a campaign for P&G’s Secret Clinical Strength Deodorant conducted by the Vocalpoint group?
In what way is social media rarely the sole source of marketing communications for a brand?
How many markets was anyone from Dorito's allowed to enter the 'Crash the Super Bowl' competition in 2014?
What is one of the guidelines suggested for Search Engine Optimization (SEO) regarding the linking of popular sites?
What is a key benefit of mobile apps for marketers?
What advice is offered in the 'Marketing Memo' for making it easy for customers to manage e-mail subscriptions?
What is the key characteristic of an effective website's physical attractiveness, according to the chapter?
How much did SodaStream's market cap reach by 2014, after being purchased for $6 million in 2007?