1 Lecture Flashcards
Digital marketing is an… by which firms …to …. for all stakeholders.
- adaptive and technology-enabled PROCESS
- collaborate with customers and partners
- create, communicate, deliver, and sustain value
In a customer journey analysis, firms focus on
how customers interact with multiple touch points, moving from consideration, search, and purchase, to post- purchase, consumption, and future engagement or repurchase
channels
Customer contact points or the mediums through which the firm and the customer interact (excludes one-way interactions)
touchpoints
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
- Owned media
website
- Paid media
online ads
- Earned media
reviews
- Firm-initiated (FIC):
ads, emails
- Customer-initiated (CIC
search, referral
Consumers going from FIC to CIC indicates progress in their purchase decision process, why?
Because now they are interested in knowing more about the brand and its attributes.
ZMOT
The zero moment of truth
First there is a Stimulus (advertise) then the
ZMOT
ZMOT
Moments in between seeing a marketing stimulus going to the store/point of sale (to get more info, look for discounts, compare brands)
• The effect of an individual touch point may depend on
when it occurs in the overall customer journey, on the type of customer, on the type of product (e.g., hedonic or utilitarian) etc.
critical touch points (“moments of truth”)
touchpoints that have the most significant influence on key customer outcomes
Focus Herhausen 2019 3x
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.
Takeaways Herhausen 2019 5x
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
