1 Lecture

Question 1

Digital marketing is an… by which firms …to …. for all stakeholders.

Answer 1

• adaptive and technology-enabled PROCESS
• collaborate with customers and partners
• create, communicate, deliver, and sustain value

Question 2

In a customer journey analysis, firms focus on

Answer 2

how customers interact with multiple touch points, moving from consideration, search, and purchase, to post- purchase, consumption, and future engagement or repurchase

Question 3

channels

Answer 3

Customer contact points or the mediums through which the firm and the customer interact (excludes one-way interactions)

Question 4

touchpoints

Answer 4

All types of one-way or two-way interactions between customers and firms that involve any transactional or informational exchange, including customer-to-customer interactions

Question 5

• Owned media

Answer 5

website

Question 6

• Paid media

Answer 6

online ads

Question 7

• Earned media

Answer 7

reviews

Question 8

• Firm-initiated (FIC):

Answer 8

ads, emails

Question 9

• Customer-initiated (CIC

Answer 9

search, referral

Question 10

Consumers going from FIC to CIC indicates progress in their purchase decision process, why?

Answer 10

Because now they are interested in knowing more about the brand and its attributes.

Question 11

ZMOT

Answer 11

The zero moment of truth

Question 12

First there is a Stimulus (advertise) then the

Answer 12

ZMOT

Question 13

ZMOT

Answer 13

Moments in between seeing a marketing stimulus going to the store/point of sale (to get more info, look for discounts, compare brands)

Question 14

• The effect of an individual touch point may depend on

Answer 14

when it occurs in the overall customer journey, on the type of customer, on the type of product (e.g., hedonic or utilitarian) etc.

Question 15

critical touch points (“moments of truth”)

Answer 15

touchpoints that have the most significant influence on key customer outcomes

Question 16

Focus Herhausen 2019 3x

Answer 16

Identify customer segments based on the touchpoint used in the customer journey. Understand how the increasing importance of mobile devices affects these customer segments. Understand the relationship between product satisfaction, journey satisfaction, customer inspiration, and customer loyalty vary across the different segments.

Question 17

Takeaways Herhausen 2019 5x

Answer 17

º Customer journey segments: With different characteristics (Store-focused, multiple touchpoint, online to offline, pragmatic online and extensive online segments)
ºNo “showrooming” segment: This threat may be overrated
ºMobile devices: used as an additional search channel that complements other touchpoint (it do not replace any of them)
ºImportance of physical stores: The retailers own touchpoint are rated as the most important for making the purchase decision
º Different levers should be used to increase loyalty across segments