Chapter 13: Participation (Digital Marketing)

Question 1

_______ marketing changes quickly.

Answer 1

Digital

Question 2

T or F: There’s so many channels to choose from in marketing, and you have to figure out what’s going to work.

Answer 2

True (ex: TikTok, Instagram, etc.)

Question 3

Why do brands love TikTok?

Answer 3

Influencers use their product, then get people to do live shopping on TikTok.

Question 4

How does spending on digital marketing compare to traditional advertising strategy? What is the trend?

Answer 4

digital spending is increasing (we’re now past the halfway point where digital marketing is now bigger than traditional advertising strategy)

Question 5

Why is the spending trend happening? (that is, why are companies moving to digital)? (3 reasons)

Answer 5

1. It has been cheap (CPM)
2. Offers great data (targeting and tracking) (ex: knowing what apps people choose, how long they’ve been on a site, etc.)
3. Young and adopting audience (audience characteristics)

Question 6

What is the appropriate CPM of social media?
How does this number compare to those we calculated for the Super Bowl?

Answer 6

• Socia Media CPM: $8.50
• Super Bowl CPM: $59

(showing how social media is cheaper)

Question 7

T or F: Innovators and early adopters are younger people, so if these people can adopt things early, this is super appealing to companies.

Answer 7

True

Question 8

What is the history of the obsession of targeting the young demographic? Is this obsession correct? Why?

Answer 8

• Companies think that if they get you brand loyal now, you’ll stay brand loyal for life. (“get tomorrow’s buyers today before they are brand loyal”)
• This obsession is NOT correct.
• Young people are likely to trade preferences (they will switch around) and they are trading down and buying less

Question 9

T or F: Crystallizing attitudes young ensures they will stick with you forever.

Answer 9

False; it still doesn’t ensure they will stick with you forever

Question 10

When marketers are focusing on a very small slice of the target market.

Answer 10

Hyper targeting

Question 11

T or F: All the kinks of hyper targeting have been resolved at this point today.

Answer 11

False; all the kinks HAVEN’T been worked out.

(If you watch a lot of streaming TV, you might notice two telltale signs of this kind of advertising. One is over-frequency, where you say to yourself ‘I’ve seen that same commercial 27 times’, often one right after another”)

Question 12

The data from digital is allowing very specific targeting, which can lead to ____________.

Answer 12

overexposure (over-frequency)

Question 13

What does privacy have to do with digital marketing?

Answer 13

The data usage is leading to major privacy concerns, which is impacting the efficacy of digital marketing.
(ex: Apple giving users of their phone the option to not allow tracking on the websites they visit, which makes it harder for digital marketers to target their ads to certain people without this data)

Question 14

What are the 5 characteristics of the consumer digital culture?

Answer 14

1. Information-rich
2. Consumer-centered
3. Omnipresent
4. Interconnected
5. Personalized

Question 15

Match each of the following descriptions to which characteristic of the consumer digital culture it pertains to:
1. The consumer digital culture is growing not only in terms of technology and platforms, but also in terms of its reach. More and more consumers are entering the digital culture, including older age groups not usually assumed to be part of this cultural shift.
2. Digital media produces information of use to both consumers and marketers. Consumers gain great insights into products and brands and, by tracking online behavior, marketers gain great insights into the consumers they serve.
3. Much of the consumer-generated content created on various digital media pertains to the activities and opinions of the consumers creating the content. Consumers inform friends about what they’re doing now; consumers review the products and services they buy. The self-focused mindset encouraged by the consumer digital culture keeps consumers conscious of their own needs and receptive to products and brands that address those needs.
4. Consumer-generated content is generally highly personalized to friends, family, and colleagues, while marketer-generated content is commonly personalized to consumer tastes and preferences gleaned from their digital activities.
5. digital media channels permit multiple flows of information. Digital culture connects customers to each other and to companies in ways that were not possible before.

Answer 15

1. Omnipresent
2. Information-rich
3. Consumer-centered
4. Personalized
5. Interconnected

Question 16

the accumulation of meaningful, behavioral, social, and psychological contacts between people and brands and among people interacting about brands.

Answer 16

customer connections

Question 17

• Customer connections create the opportunity for _________.
• ________ ________ is on the rise; people are doing more things together and being more intentional about consuming things together

Answer 17

• sharing
• joint consumption

(like customers share ads with each other and stuff)

Question 18

How does connection differ in the digital realm compared to traditional media?

Answer 18

More connection between consumers with one another and consumers with brands in the digital realm compared to traditional media bc marketers have much more specific information about customers and their behavior than they ever had with traditional marketing, which allows more research about customers and more targeted marketing activities.

Question 19

What are the 3 components of customer connection and how do these build relationships?

Answer 19

1. Behavioral– people can connect with brands when they behave in ways that bring them into contact with branded products, primarily through purchasing or using them (buying the brand’s product)
2. Social– people can connect with brands socially by interacting with people who have experiences or interests with brands (speaking with others about the brand’s product_
3. Psychological– people develop feelings and attitudes such as liking, satisfaction, and loyalty that can affect future behavioral and social components to customer connections (developing attitudes about the product)

Question 20

a marketing model that helps create content that people want to share. The framework is based on six elements that are psychological principles that drive people to share ideas and products.

Answer 20

STEPPS (why people share things)

Question 21

What are the 6 steps of “STEPPS”?

Answer 21

1. Social currency
2. Triggers
3. Emotion
4. Public
5. Practical Value
6. Stories

Question 22

Which step of “STEPPS” does this pertain to:
when there is a _______ (something to make you think of it), you are more likely to share it.

Answer 22

trigger

Question 23

When it’s a Wednesday, you think of hump day, which makes the Hump Day commercial get shared more. This is an example of which part of the “STEPPS” model?

Answer 23

Trigger

Question 24

Which step of “STEPPS” does this pertain to:
when things make you feel like you are in the “know”, you like to share it.

Answer 24

social currency

Question 25

When Wendy began roasting consumers, it got retweeted/shared a lot. This was something new that consumers hadn’t seen before.
This is an example of which part of the “STEPPS” model?

Answer 25

social currency (something new/breaking a norm, which gives you social currency)

Question 26

Which step of “STEPPS” does this pertain to:
________ can make you share (it can be funny, angry, fearful, etc.) (humor and fear are big ones why we share things); Huge incentive for people to share

Answer 26

emotion

Question 27

When the Hump Day commercial came out, many people found it amusing, so they shared it with one another. This is an example of which part of the “STEPPS” model?

Answer 27

emotion

Question 28

Which step of “STEPPS” does this pertain to:
when there’s a ______ piece to share the message; “built to show, built to grow”

Answer 28

public

(ex: Live Armstrong Bracelet)

Question 29

Which step is most likely to get your marketing campaign to go viral?

Answer 29

Emotion!! (focus on feelings rather than function)

Question 30

Which step of “STEPPS” does this pertain to:
news you can use; useful things get shared

Answer 30

practical value (ex: Yeti Cup got shared because of it’s value of being able to keep drinks cold for a long time)

Question 31

Which step of “STEPPS” does this pertain to:
we are built to consume _______; it’s how we understand things– we’re told through _______, like ever since we are young

Answer 31

stories

(so, if you build a story around your brand, people are more likely to share it)

Question 32

Why didn’t Starbucks have to advertise for their first 25 years in existence?

Answer 32

Because people shared Starbucks because it pertained to many of the “STEPPS” (besides emotion and stories):
a. Social currency– it was something new at the time
b. Trigger– people who get coffee in the morning
c. Public– their cups (different from any other cup at the time)
d. Practical Value– known to be very highly caffeinated back then

Question 33

groups of consumers united by strong connections with a branded product or service.

Answer 33

brand communities

Question 34

What do brand communities do?

Answer 34

they are used to strengthen existing relationships

Question 35

Jeep Jamboree does Jeep Camps where they take people down trails and teach people how to go off-roading. People love it and come away from these things highly energized and make interconnections among people who attend the event, who even return to these events together and keep terms with one another.
This is an example of ________ _______.

Answer 35

brand communities

Question 36

Reddit and Discord are _______ _______ examples.

Answer 36

brand communities

Question 37

What is the framework for brand community development?
(draw this framework for brand community development on cheat sheet)

Answer 37

1. Know your audience (focus on their needs)
2. Understand that a brand community exists to serve the people in it (give them control; encourage participation)
3. Monitor and support (listen and learn; be authentic)

Question 38

How do customer connections relate to brand communities?

Answer 38

Customer connects create psychological attachments

(brand communities help build customer connections to the brand)

Question 39

T or F: Companies control brand communities.

Answer 39

False; consumers control brand communities (companies don’t control what people are saying)

Question 40

When we say that customer connections can be external or internal focused, what do we mean?

Answer 40

External: company building relationships with customers outside the organization
Internal: company building relationships with individuals inside the company (like employees who rely on other departments to do their job effectively)

Question 41

T or F: TikTok is appealing to brands bc its algorithm is great for getting people to not leave. When people are on it more, the more likely they will see your advertisements.

Answer 41

True

Question 42

What are the six principles of marketing through social media?

Answer 42

1. Know your audience
2. Stick to your strategy
3. Coordinate your messaging (coordinate posts across platforms to keep content and messaging consistent)
4. Be simple and visual (don’t add lots of details and info, simplicity is best)
5. Respond to customers
6. Favor quality over quantity (don’t just post to post; create relevant content)

Question 43

What does good social marketing require? Why?

Answer 43

Requires “flattening” the organization and stripping layers of quality control (like companies turning to their own employees to improve social media reach– like NutterButter ads on TikTok)

Why? – Because social media marketing requires fast content and response (ex: Super Bowl power outage and Oreo ad just minutes after it happened)

Question 44

To respond to social media, you can’t respond late. You have to respond within minutes to an hour. So how do you do this? → you have to empower _______ and ________.

Answer 44

customers and employees

Question 45

Social media marketing is about increasingly giving up control to customers in an attempt to maximize __________ and _______….
And control is also being given to ______-______ employees to further capitalize on the opportunities of co-creation.

Answer 45

• co-creation; value
• lower-level (ex: Wendy’s tweets made by a lower-level employee)

Question 46

Is there a difference between SMM and traditional advertising in terms of “mistakes”?

Answer 46

Yes; more likelihood for mistakes in SMM than in traditional advertising bc traditional advertising has long lead times and a strong chain of command to ensure no errors, while SMM can be done by one person without much oversight

Question 47

With social media marketing, giving up control allows employees to be more _______, _______, and ______.
But, losing control of things like _______ and ________ content can be posted for everyone to see.

Answer 47

• authentic; timely; relevant
• typos; innapropriate