Digital and alternative Flashcards
What does new media refer to?
On demand access to content anytime, anywhere on any digital device
- As well as interactive user feedback and creative participation
What is e-commerce and m-commerce?
E- commerce is purchasing goods/services over the internet through using computer access
M-commerce- This brings commercial applications to mobile services e.g using phones to purchase tickets
What are the examples of m-commerce/mobile marketing?
- Text message advertisements
- QR codes, Geo targeting
- Search advertisements
Why do people use e-commerce rather than going to the shops?
- Financial incentives e.g sky scanning, free shipping
- Conveniance incentives - e.g. easier and quicker, available 24/7
- Value added incentives such as personalised shopping which encourage consumers to come back
What is the benefits of social media for marketers?
- Stay informed e.g they can engage with the tarter audience and learn things about the products(such as the #mycalvins)
- Little to no financial incentives
- Influence the influencers - enhance reputation and sales
- Pass it on
How do marketers use social media to their benefit?
- Context seeing - Involves offering incentives to consumers for them to share content about a brand e.g may be asking a consumer to tweet a hashtag in order for them to win a cash prize
- Video marketing, viewers find these interesting and the approach often increases engagement. E.G may be a youtube video with an add on
- Influencer marketing, promotes positive word of mouth from people seen as thought or opinion leaders
Blogs/reviews- If positive can really benefit a brands sales - Social media allows for companies to interact with their target market, responding to any queries etc
What is meant by the ‘internet of things’ (IOT)
- Refers to connecting any device with an on/off switch to the internet and/or to each other
- Includes everything from coffee makers to washing machines to wearable devices
Although consumers love IOT products why may they sometimes be wary of them?
- E.g Alexa device started emitting unprompted ‘witch-like’ laughter.
0 Doppelgänger brand images - Negative stories and meanings about technology that are circulated in popular culture which can be dangerous and harmful for a brand
What is a dark doppelgänger image?
This can be generated by mainstream media, internet trolls or by concerned consumers
- Sometimes marketers unintentionally contribute to the rise of their doppelgänger
What is meant by augmented reality?
This combines live, direct views of the real world with computer generated elements that ‘augments’ or ‘enhances’ the reality
- Consumers can look through phone/tablet and see the world with extra content e.g 3D images
- For example the ikea app which allows you to place things in a room
What is QRH code?
- QR codes that link consumers to web resources, offers related to ads etc
What is an advergame?
- This is product placement within games
- Claimed to be more effective than placements on TV as players get to interact with the product they see
- It has driven game developers to gain extra revenue and marketers desire to exploit new media
e. g pizza hut ads in fantasy games
What is meant by Avatar- based marketing?
- Refers to introducing real-world brands within virtual worlds
- e.g Sims had Mcdonalds installed which served visual burgers and fries
What is artificial intelligence marketing?
- This is the effective deployment of artificial intelligence in marketing e.g
- For smart recommendations
- To email copy, video content
- Smarted loyalty or sales insights
How do recommendation systems work?
- They use consumers previous behaviours on a digital service in order to anticipate their next move
- E.g Spotify alogrithms
