Chapter 3 Flashcards
Digital marketing:
pertains to all online marketing activities, which includes all digital assets, channels, and media, spanning not just online but also social media and mobile marketing
The 4 E’s framework for digital marketing:
-Excite
-Education
-experience
-engage
Excite the customer
offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers
Educate the customer
Golden opportunity to educate about the product’s value proposition and communicate offered benefits
What is the goal when marketing ideas? (educate)
to improve people’s well-being, along with selling the underlying concept (ex: #knowyourlimits campaign)
Experience the product or service:
provide vivid info about a firm’s goods and services; stimulate real experience
Engage the customer
action, relationship, loyalty, and commitment (engagement can also backfire–negative reviews)
Marketing framework
encompasses 7 critical elements that marketers must consider carefully when devising an online marketing strategy and designing websites and blogs to target and appeal to both potential and current customers
The 7 C’s of online marketing framework:
-core goals
-contextual elements
-content
-community
-communication
-commerce
-connection
Core goals
the basis of any marketing strategy is its goal. Determine specific goals and align the goals with the target market (align the 7 C’s with the goals)
Contextual elements
design, navigation, and alignment must be with the target market
Content
monitor to ensure relevancy, devise appropriate keywords to improve organic search, and implement SEM (search engine marketing) and paid search
Community
allow customers to interact, use corporate and professional blogs, and engage in crowdsourcing
Communication
clear, helpful, meaningful content enables effective communication, enables interacting with engaging and educating site visitors (provides a mechanism for customers to communicate with the firm)
Commerce
customers want a range of online purchase options (desktop usage is great and conversion rates are higher for online purchases)
*the most loyal customers use multiple channels
Connection
engage customers and provide a call to action. Allow customers to interact with the firm continuously (relationship) – enables positive engagement
The wheel of social media engagement:
-information effect
-connected effect
-network effect
-dynamic effect
-timeliness effect
Information effect (wheel)
outcome in which relevant info is spread by firms or individuals to other members of the social network
Connected effect (wheel)
outcome that satisfies human’s innate need to connect with other people (bi-directional)
Network effect (wheel)
outcome in which every post is spread instantaneously across social media
Dynamic effect (wheel)
information is exchanged to network participants through back-and-forth communication
-examines how people flow in and out of networked communities as their interests change
Timeliness effect (wheel)
firms must engage with the customer at the right place and time. Responding in a timely manner can impact customer’s buying intentions
App pricing models
a key decision for firms what to charge for them
Ad-supported apps
free to download but ads appear on the screen
