4 lecture Flashcards

1
Q

example Marketing objective:

A

Engagement, brand attitude and personality

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2
Q

Customer engagement is

A

a psychological state that occurs by virtue of interactive, cocreative customer experiences with a brand

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3
Q

Cognitive engagement

A

e., how much consumers think about a brand)

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4
Q

Emotional engagement

A

(i.e., what people feel about a brand)

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5
Q

Behavioral engagement

A

e., how much energy, effort and time consumers spend on using a brand)

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6
Q

Customer engagement behaviors go beyond purchases:

A

A customers behavioral manifestations of brand engagement that go beyond purchase, and result from motivational drivers.

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7
Q

Ignoring customer engagement may lead to

A

an undervaluation or overvaluation of customers.

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8
Q

Ignoring customer engagement may lead to an undervaluation or overvaluation of customers.
This wrong valuation may potentially create a

A

misallocation of resources across customers. Moreover, one may calculate wrong returns on marketing actions

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9
Q
  • Customer Lifetime Value (CLV):
A

The present value of future profits from a customer

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10
Q
  • Customer referral value (CRV):
A

CLV from customers acguired from referral programs

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11
Q
  • Customer Influence Value (CIV):
A

CLV of customers acquired from influence, reviews, opinion leaders

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12
Q
  • Customer Knowledge Value (CKV):
A

the value of feedback. Product/service expertise

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13
Q

Digital customer engagement practices C2C

A
Talk about the brand	•	Blogging
•	Interacting with other consumers
•	Recommending to a friend
•	Helping other customers
•	Cognitive +++
•	Emotional ++
•	Behavioral ++
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14
Q

Digital customer engagement practices C2B

A
Customer feedback	
•	Filling out surveys
•	Making suggestions for improvements	
•	Cognitive +++
•	Emotional ++
•	Behavioral ++
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15
Q

Digital customer engagement practices B2C

A
Learn about the brand	
•	Watching videos
•	Viewing pictures about the products on social media
•	Signing up for updates	
•	Cognitive +++
•	Emotional +
•	Behavioral +
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16
Q

Ad content and consumer engagement. We don’t rely only on the optimization algorithms because sometimes they: 4

A

º Don’t have any coordination with brand image, brand personality, strategic directions º There is an unknown long-term consequences on other outcomes relevant for the brand
º Not able to understand consumer behavior may inform future direction and strategy
º Difficulty in optimizing and coordination various types of digital marketing efforts (+across customer journey stages)

17
Q

Directly informative content

A

Any product-oriented facts, rice/deals, and brand and product mentions

18
Q

Brand personality content (persuasive content):

A

Humor, emotional appeal, casual banter, or discussion of the brands philanthropic outreach

19
Q

2 types of targetinf

A

º Targeting strategies (demographic, geographic etc.) and behavioral targeting (retargeting)

20
Q

Ex-post targeting of content to specific consumers due to algorithms employed by social media networks
What is the problem?
2X

A
  • Non-random allocation of content to consumers => selection effects (biases)
  • The outcomes of a targeted / retargeted ad reflect both the effects of the content and that of targeting strategies employed
21
Q

Main findings from Lee et al. (2018)

A

Positive (negative) coefficient => positive (negative) relationship between X and Y
Positive (negative) interaction => the relationship between X and Y is more positive (negative) as X increases

22
Q

Main Findings from Lee et al. (2017) focus:

A

: The association between different types of social media marketing content with user engagement (defined as likes, comments, shares) with a message (large-scale study across 782 companies)

23
Q

Main Findings from Lee et al. (2017) challenge:

A

Selection effects due to ex-post targeting in Facebook Classification of content attributes (tags)

24
Q

Main Findings from Lee et al. (2017) Results 2X

A

Brand personality content (humor, emotion etc.)
=> higher levels of engagement with the messages;
Directly informative content (price promotions and deals):
=> lower levels of engagement when included in messages in isolation
=> higher engagement levels when provided in combination with brand personality-related attributes

25
Q

Content scheduling on Social media

- Timing of social media posts matters

A
  • Posting stories in the morning generates approximately an 8.8% (11.1%) increase in link clicks compared with posting stories in the afternoon (evening)
26
Q

Content scheduling on Social media- Deploy social media ads at the right time

A
  • In the afternoon, on average, social media ads accumulate approximately a 21% increase in link clicks compared with social media ads in the morning
  • Social media ads at night, on average, decrease link clicks by approximately 9.7% compared with social media ads in the morning, leading to a loss in advertising revenue
27
Q

Social media marketing strategies (SMMS)

Purpose of it:

A

To interact and connect. Their strategy is to generate, integrate, and reconfigure social media resources to achieve specific marketing objectives.