Exam Flashcards
A current definition of marketing (American Marketing Association)
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
what is marketing 2007=
Marketing is the activity, set ofinstitutions, and processesfor creating, communicating, delivering, and exchangingofferingsthathavevaluefor customers, clients, partners, and societyat large.
Lynns Shostack, 1977
services has increased more through out the years : (important for also digital marketing )
How does digital technology changes marketing?
More VR, AR, Mark Zuckerberg creating metaverse that is facebook planned virtual reality world
what is digital marketing for chaffey 2000?
Achieving marketing objectives
through applying digital technologies” (Chaffey, 2000)
what is digital marketing for Kannan & Li (2017) ?
“an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders”. (Kannan & Li 2017)
(Kotler, Armstrong, Parment, 2013) Which ones are influenced by digital technology accordingly to kotler et al., 2013?
These are all influenced by digital technology that is about the marketing process. 1. understanding the marketplace and customer needs and wants. 2. design a customer-driven marketing strategy. 3. Construct a marketing program that delivers superior value. 4. Build customer relationships & create delight. 5. Capture value from customers to create profits and customer quality (kotler et al., 2013).(Kotler, Armstrong, Parment, 2013)
What are the benefits of digital marketing?
- digital marketing is interactive: inbound marketing, social media marketing. Company push and also pull from customer. company can get knowledge and intelligence from customer.
is it beneficial that digital marketing provide intelligence? what does it mean?
Yes: digital marketing brings intelligence, and so it is easier to collect and analyse data about customers, companies, products, and markets. one can search and do analytics. Furthermore, response to activities are rapid (quick), it’s possible to do quick trial and earrur. with digital marketing one can set objective, set target audience, try out a strategy, evaluate and track over time, measure results, iterate on strategy (repeat again)
how has marketing evolved throughout years?
From the 1920s to 19402s it was a mass production, then 1940-1965 it was a sales orientation, 1965-1980 it was a market orientation and seeing yourself as a competitor. 1980-1990 there was an attempt at strategic marketing and looking at the 4Ps were developed, as well as one started looking at customer satisfaction (service marketing was a new own field) ´. 1990- 2010: focus on relationship marketing; focus started on service (service-dominant logic)
2010- TODAY understanding networks value constellation, digital marketing
what are some technical platforms?
BrowsersAppsE-mailVideoFeed based (twitter etc), self service, digital signage, AR, VR, phones, computers
Another benefit of digital marketing is individualization ?
yes digital marketing can individualise messaging, offers, etc and get personalised email offers. you search for a car, and then it may pop up banners for the similar car you googled. spotify can know what you want to listen to also. (customer experience, targeted marketing)
is it beneficial digital marketing can lead to integrating marketing efforts?
YES digital marketing can lead to integrating marketing efforts that is integrating marketing campaigns IMC: can be implemented with other channels and share information about products services, have quick reply to print adds, and easier contact etc. OnePlus sells directly to customers, and H&M are on something called Tmall (a Chinese online clothing store)
what is another benefit/advantge with digital marketing?
one can reshape the industry & open up for new business models: for instance one can remove intermediaries (e.g. buying mobile phone directly from producer) and they can also ADD intermediaries , such as Amazon, or in Sweden CDON. com is a platform that previously was direct and is now an intermediary
another benefit of digital marketing is independence of location? what does it mean?
YES digital marketing does not need a location; it can quickly and easily reach a global market. (Strategy is related to this) an example of this is Polestar 2: it uses a global online and offline marketing strategy, one can customise one’s car on the web, one can buy online, one can buy as a service, and polestar 2 is connected to the cloud and social, such as android, it is also developed to support customers’ value co-creation.
How does digital technology change marketing?
it has an tremendous impact on economic terms, digital marketing is not separate from other marketing strategy (build on what you already know) benefits is that it is: interactive, intelligence, individualisation, helps integrate marketing efforts, reshapes businesses, and independent of location :)
what does the digital marketing consultancy precis want to do?
they want to define the next generation marketing agency&We help companies accelerate growth through cutting edge marketing strategies.
has the spending worldwide increased on digital marketing spending?
yes accordingly to eMarketer (Marc 2018) ad spending has increased for digital marketing and the digital marketing ad spending is predicted 2022 to be 54% , whilst non digital ad spending 2022 is predicted to be 46%
Data control / privacy can be an issue and is important?
Online identities are complex. Walled gardens, the creation of a new cookie space for each platform, and the multitude of devices per person have created a vast identity jigsaw. For a business, trying to reach new customers and build loyalty with existing ones, it is important to put a lot of effort in building a best in class data infrastructure. Customer relationship management: email/identifier, Facebook: facebook user ID. Analytics: 1st -party anonymous identifier ITP: deletion of cookies after x days. Cross device: Multiplier per device.
what are the other digital trends of 2021?
Data is no longer the only king…
- …Machine Learning & Automation is too!
- Privacy (GDPR) is here to stay
- Digital ‘walled gardens’ are getting more built up
- All in one martech (marketing technology) solutions are driving new efficiencies
Digital marketing IS marketing!?
As customers move online and use digital to help them buy, brands are following and investing where they think the customer is. COVID has accelerated this digital transformation.
What does a full funnel strategy do?
Use the funnel to help set a framework for how to communicate Brand (X) for various objectives and audiences.● Develop messaging and creative concepts based on objectives●Adapt evaluation and optimisation method based on KPIs●Use the strength of each channel to favour of the strategy.
What are the stages in the full funnel strategy?
Introduce, educate, acquire, keep. and they also think of the objectives, KPIs, Evaluation, Channel, and Message.
Two main ways to do digital marketing that adds value: Branding and/or Performance
Performance activation (such as sales) works and has greater impact in the short term, but effects decay quickly. The impact of brand investment becomes pronounced over time.Short bursts to drive sales are more targeted with functional messaging.To put it simply - branding is broad(er) reach with emotional messaging. Brand Building: long term sales growth Sales activation: short term sales activation (WARC, 2019)
Different strategies for different customers?
- Digital dominance (Branding) Ensure that client has a presence online that positions them as the number 1 brand in their category. (returning customers; new customers)
- Increase online sales (Performance). Use lower funnel strategies and bidding strategies to increase revenue generated through their own website. (returning customers; new customers)
- Lifetime Value. Implement intelligent long term strategies that will help increase client retention and engagement. (returning customers)
General channel activation strategy
Independent of channel, we should follow the same five step process. Throughout the whole process we make sure to inject data, and the end product is performance and insights combined.
- Objective & KPI●Business objective●Optimisation KPI: Define the optimisation KPI based on the overall business objective and customer journey stage
- Audience●Define audiences●Decide targeting: Key segments will differ depending on objective.Combine 1st and 3rd-party data to analyse and define key segments based on objective.
- Message●Set communication●Pick formats: Build creative strategy for the audience. Test different variations and build a library of insights.Select formats compatible with objectives.
- Data●Validate tracking●Form hypotheses: Apply measurement aligned with the objective.
- Optimisation: Apply automation●Obsessive testing: Adapt optimisation processes and apply custom automation to drive optimisation KPI.
Golden rules of digital marketing in 2021
- Audience first: A best in class audience strategy will be the centre of everything. Brand and performance objectives will not be considered in a silo - instead, we will achieve a deep understanding of how each initiative interacts with others, and most importantly, the end-users.
- Data foundations: A lot of efforts will be put into building the best possible datainfrastructure, to enable executionon the audience strategy, with the end-user in focus. Precis will ensure best in class usage of GMP, DMP and other marketing platforms. Automation, datastitching and data control will be the focus, with the user’s privacy in mind.
- Optimise with the best dataPrecis will deliver a holistic approach to media buying, putting a lot of emphasis on optimisingmarketing activities with the bestsignals. Finding the most valuablecustomers long term and credit the marketing channels correct based on an omni-channel data driven attribution approach, will be key.
What brings success for the company Precis?
Collaboration and alignment in allthat we doWhat brings success?
By providing us with data insights and new creatives we can push performance even further
Outcome: The possibility to embrace multi-moment maturity:●Full customer journey●Cross-channel optimisation●Full attribution●Predictive modelling●Advanced audience segmentation and personalisation
what are the main points of Lamberton, C. and Stephen, A.T., (2016), A Thematic Exploration of Digital, Social Media, and Mobile Marketing Research’s Evolution from 2000 to 2015 and an Agenda for Future Research, Journal of Marketing, 80(6), 146-172.? Lamberton and Stephen (206)
Lamerton and Stephen (2016) discuss about that Over the past 15 years, digital media platforms have revolutionized marketing, offering new ways to reach, inform,
engage, sell to, learn about, and provide service to customers. As a means of taking stock of academic work’s ability
to contribute to this revolution, this article tracks the changes in scholarly researchers’ perspectives on three major digital,
social media, and mobile (DSMM) (digital social media marketing) marketing themes from 2000 to 2015. The authors first use keyword counts from the
premier general marketing journals to gain a macro-level view of the shifting importance of various DSMM topics since
2000. They then identify key themes emerging in five-year time frames during this period: (1) DSMM as a facilitator of
individual expression, (2) DSMM as decision support tool, and (3) DSMM as a market intelligence source. In both academic
research to date and corresponding practitioner discussion, there is much to appreciate. However, there are also several
shortcomings of extant research that have limited its relevance and created points of disconnect between academia and
practice
consequently the positives with digital marketing is that one can express oneself more freely, can help one making decisions when searching online, and as a market intelligence source (Lamberton and Stephen, 2016)
Era 1: Digital Media Shapes andFacilitates Buyer Behavior,2000–2004. Lamberton & Stephen (2016). What are the different eras?
Era 1: Digital Media Shapes and Facilitates Buyer Behavior,
2000–2004.
Era 2: Consumers Shape DSMM: WOM and Networks, 2005–2010.
Era 3: The Age of Social Media,
2011–2014. and
the New Era: The Rise of DSMM Culture and the Postdigital World. (Lamberton & Stephen, 2016)
What was Era 1: Digital Media Shapes and
Facilitates Buyer Behavior,
2000–2004 (Lamberton & Stephen, 2016) about?
Lamberton & Stephen (2016). era 1. 2000-2004. In 2000 one started talking about digital interactions. And that marketing is or will soon be about interactive marketing. Internet started to be seen as a place for interaction. In this work, online experiences augmented andinfluenced consumers’offline lives—a theme that would berevisited using experimental and quantitative methods overthe next decade and a half.
qUESTIONS arised as if internet is ethical?
While qualitative researchers were identifying digitalplatforms as informative research settings, quantitative re-searchers were also exploring online WOM and communi-ties. Two major seed articles for this literature stream wereDellarocas (2003) and Godes and Mayzlin (2004). Dellarocasdiscussed the idea that online WOM offered both promises and challenges, focusing on how online feedback mechanismsaffect individuals’behaviors in online communities. Thisresearch spurred a substantial amount of work, with nearly 39average annual cites in each of the next 12 years. As importantto thefield of marketing as a whole was Godes and Mayzlin’sstudy of how online WOM in online discussion forumsconnected to television show ratings
As much as it provided new answers, this work raisedquestions for later scholars to explore. For example, couldcausality truly be inferred from analyses of online WOM andmarketing performance data observed over time? How goodis online WOM as a predictor of offline behavior? How doesoffline behavior influence online behavior, and how can thatinfluence be captured or modeled
In era 1, internet started as a searching and decision tool.
Theme 3: Internet as a Marketing Intelligence Tool Using the internet as a marketing tool could conceivably benefitboth customers, who might receive products that better matchedtheir preferences (e.g., Ansari and Mela 2003), andfirms, whomight be able to generate higher levels of customer satisfac-tion and loyalty.
Companies could more target people and show products they like.
Theme 1: The Internet as a Platform for Individual
Expression
It was recognized early in this period that the Internet could
help individuals by providing access to other consumers,
either as audience members or as information sources.
Theme 2: Internet as Search and Decision
Support Tool
A second way that the Internet could help consumers was by
making search easier and choice better. At the same time that
psychology was recognizing perils of choice overload and the
downsides of self-determination (e.g., Iyengar and Lepper
2000; Schwartz 2000) and retailers were struggling with assortment decisions (e.g., Broniarczyk, Hoyer, and McAlister
1998, e-commerce presented essentially endless virtual store
shelves.
What was Era 2: Consumers Shape DSMM:
WOM and Networks, 2005–2010 (Lamberton & Stephen, 2016) about?
Era 2: Consumers Shape DSMM:WOM and Networks, 2005–2010
People start to interact more?
In contrast to Era 1’s conceptualization of the Internet as apromising but separatetoolfor consumers and marketers,2005–2010 saw mainstream consumers taking a more activerole in their online social interactions through online WOMand social networking. This shift was likely promoted by anumber of events. First, by 2005, Internet use had passed50% penetration, up from approximately 40% in 2000 (PewResearch Center 2014).
For marketing academics and practitioners alike, thesetrends raised a number of questions about how to best useonline WOM and social networks for marketing purposes,which invariably required a more detailed understanding ofthese social processes and systems than had been developedin Era 1. As new platforms, particularly social media, beganto allow advertising, marketers were faced with questionsrelated to ROI for this type of spending. Likely as a result, thethree themes identified in Era 2 now took on a differentemphasis. Whereas in Era 1, DSMM was a tool to be used bymarketers and buyers, in Era 2, marketers and buyers activelycontributed to and shaped DSMM.
From 2000-2005 marketers used the digital tool for marketing and in 2005-2010, consumers got active with digital marketing as well and participated more in wOM.
Theme 1: Online WOM as Individual ExpressionThat Matters to Marketing
Recall that in Era 1, academic research had shown the potentialfor online forums to offer tools for individual expression. InEra 2, the tendency to express one’s opinions became moredirectly connected to marketing practice. Earlier work ononline WOM, in particular Godes and Mayzlin (2004), haddemonstrated that online discussion forums could be used tomeasure WOM activity and that such activity was associatedwith marketing outcomes. People started to interact more with one another online in formus after 2004, and the interaction become more connected to marketing practice (Lamberton & Stephen, 2016)
Similarfindings wereprovided by Villanueva, Yoo, and Hanssens (2008), who testedan empirical model using data from a web hosting company,finding that traditional marketing customers created greatershort-term but less long-term value than those acquiredthrough WOM.
Themes 2 and 3 Converge: Digital Networks asTools for Information and Value
People started to network more during 2005-2010
One of the key questions during this era had to do withwhowas driving diffusion in networks. On one hand, Wattsand Dodds’s (2007) simulation-based work combined network-and contagion-related concepts to argue that informationspreads not necessarily because an initial transmitter (“seed”)has a disproportionately large number of social contacts (i.e.,is a social hub) but instead due to characteristics of its audi-ence, how susceptible to social influence the mass audiencehappens to be.
Trusov, Bodapati, and Bucklin (2010) also made animportant contribution to this literature by developing amethod for identifying influential users in online socialnetworks, where influence is defined by having significanteffects on the online activities of others. Katona, Zubcsek,and Sarvary (2011) took a similar approach by examiningadoption data in an online social network (in their case, aHungarian site) and showed that individual customers’network positions (degree and clustering) were predictive oftheir ability to influence others to join.
One started to study how other consumers could influence others. Started to search how click fraud can harm or help advertisers.
But echoing practitioner concerns about fraud that wereexpressed in Era 1, researchers also saw that danger mightexist in this highly networked scheme. Wilbur and Zhu (2009)analyzed a phenomenon called“click fraud,”which occurswhen search ads are deceptively clicked on by someone (e.g.,a competitor, a third-party website who receives traffic-basedrevenue from the ads) with the intention to spend an adver-tiser’s budget or to drive up a third party’straffic revenues.They considered how this theoretically could impact a searchengine’s revenue and showed under which conditions clickfraud may benefit or harm advertisers
This paper certainly did not settle this question, however,as other researchers still sought to identify“influential”people. In this work, influencers were identified in terms ofnetwork-structure (positional) properties as opposed to, forexample, individual differences such as expertise or per-sonality traits. Identification in such terms was possiblebecause social network position lent itself to relatively easymeasurement. With this knowledge,firms could then targetpotentially influential individuals as part of their WOM/viral/influencer marketing programs. Three articles were partic-ularly important in this regard. Goldenberg et al. (2009) usedonline social networking data from a Korean website to showthat adoption by social hubs—people with disproportion-ately high numbers of connections (i.e.,“degree”in networkterminology)—speeds up diffusion/adoption processes, intheir case, for virtual goods shared between users of thenetwork. Trusov, Bodapati, and Bucklin (2010) also made animportant contribution to this literature by developing amethod for identifying influential users in online socialnetworks, where influence is defined by having significanteffects on the online activities of others. Katona, Zubcsek,and Sarvary (2011) took a similar approach by examiningadoption data in an online social network (in their case, aHungarian site) and showed that individual customers’network positions (degree and clustering) were predictive oftheir ability to influence others to join. This delineation be-tween individual roles and influence provided hinted thatthe high degree of consumer empowerment might radicallychallenge prior business models, as discussed in high-qualityspecialized journals (Deighton and Kornfield 2009). Con-ceptual work in such outlets also set up thefield to push itsfocus beyond isolated individuals and toward complex phe-nomena embedded in the virtual world (Hoffman and Novak 2009;Nambisam and Baron 2007).
In contrast, industry sources reported that during Era 2,search engine optimization (SEO) was marketers’top pri-ority. Academia was not wholly unresponsive to this; anumber of articles considered thefirm’s capacity to facilitatesearch and optimize search engine marketing campaigns. Thestudy of online search keyword auctions garnered someattention, primarily from an analytical perspective (Chen,Liu, and Whinston 2009). Similarly, sponsored search alsoemerged as a research topic (e.g., Ghose and Yang 2009). Butthe quantity of research produced by academics did not matchits position as marketers’top priority, possibly because SEOis a mostly tactical and operational activity that offers littlepotential for theory development
what was Era 3: The Age of Social Media,
2011–2014 about (Lamberton & Stephen, 2016)?
Era 3: The Age of Social Media,2011–2014
- how people behave on social media platforms and why they do what they do.
- Disicussed the digital as in general: not specifically to one generation.
- Theme 1: Individual Self-Expression as a Means ofAmplifying or Dulling Marketing Actions
Recall that prior eras laid the groundwork to explore novel
ways that the Internet allowed consumers to express their
opinions, showed the marketing relevance of online WOM
(e.g., because it can affect sales), and pointed out how information or UGC spread via online social networks and social
media platforms. In this third era, the consumers came to be
seen as more than contributors to WOM streams, but rather as
agents who could amplify or undermine the effect of marketing
actions. Arguably, this recognition of the consumer’s social
influence power was due to the mainstream acceptance of
social media as a ubiquitous and likely permanent marketing medium. Because consumers had embraced social media
and made it part of their means of meeting goals, constructing identities, socially interacting, seeking information, and
learning about the world, their actions in these domains
could have far-reaching consequences. In combination with
this trend, researchers and practitioners were also inspired
by technological innovation that turned purely social online
channels into exciting new marketing platforms. In theory,
at least, such platforms could be used for large-scale online
WOM marketing, viral campaigns, and precisely targeted digital
advertising that leveraged the personal information consumers
were voluntarily providing both in their public social media
profiles and through their actions on social media
- A second question that emerged in Era 3 was how con-sumers used social media to meet their own goals. In general,this stream of literature considered drivers of social media useinstead of drivers of specific social transmissions. For instance,Toubia and Stephen (2013) considered drivers of social mediaposting activity irrespective of thetypeof post (i.e., notconsidering content characteristics), starting with the broadquestion ofwhypeople tweet (i.e., use Twitter). They con-sidered individual drivers (instead of Berger and Milkman’scontent drivers) and focused on intrinsic and image-relatedsources of utility from posting.
- Using afield experiment, theyobserved how regular Twitter users’posting activity changedas a result of increases in their number of followers over aperiod of time (i.e., an increase in social status on Twitter).Toubia and Stephen concluded that image-related utility is adominant driver (vs. intrinsic utility) of posting activity in mostcases. Importantly, Toubia and Stephen showed that as thenumber of followers a consumer had changed, so too did theconsumer’s behavior. This insight made it possible forfirmsto customize their approach to various consumers accordingto observable information and to behave in a way that wasdynamically appropriate, given the consumer’sstatus.Notethat both Berger and Milkman (2012) and Toubia and Stephen(2013) included experimental components, whether in the labor in afield study. Use of experimental methods allowedresearchers to make more direct causal inferences aboutconsumers’roles as transmitters of information than did priorpurely quantitative or analytical methods
Theme 2: User-Generated Content asMarketing Tool
heme 2: User-Generated Content asMarketing ToolIn Era 1 and to some extent in Era 2, digital technology hadbeen seen as a tool—a way to facilitate search, push outadvertising messages, or learn about network effects. In Era3, consumers’online activity and content generation itselfbecame a tool for marketers. For example, Ghose, Ipeirotis,and Li (2012) used crowdsourced content to design rankingsystems for hotels that would help consumersfind the bestalternatives, and Albuquerque et al. (2012) and Wang, Mai,and Chiang (2014) explored the dynamics of markets afterintroduction of UGC, both in theory and in practice.
‘Given the high hopes of the period and the increasingamount of relevant research, however, Era 3 was a surprisinglyfallow period in terms of social media marketing’s actualgrowth. At the beginning of this era, expectations were veryhigh: In February 2011,practitioners reportedthat 5.6%of theirmarketing budget was devoted to social media, but theypredicted that by 2015, the proportion of their budget dedicatedto social media spending would more than triple, to about 18%(Moorman 2011). On a scale from 1 to 7, where a 1 indicated a“not at all effective”integration of social media with overallmarketing strategy at theirfirms, respondents reported a meanvalue of 3.8 at that time.
experts said thatfirms still had little ideahow to convert data gathered from observing customers andcompetitors in social media into actionable insights.
Theme 3: Capturing Marketing Intelligence in
Specific Social Media Platforms
By Era 3, researchers started to focus on studying particular
social media platforms that were widely used by consumers,
thus warranting research in their own right. Perhaps because
this work has such high significance both to the firms who are
using these platforms and to the billions of consumers who
have made them part of their daily lives, it has tended to
quickly generate citations and capture popular press notice.
For example, Toubia and Stephen’s (2013) work on Twitter
and Wilcox and Stephen’s (2012) and Naylor, Lamberton,
and West’s (2012) work on Facebook have been rapidly
gaining citations. In part, this may be because such efforts
present methods that allow other researchers to explore these
platforms, in the lab, in the field, and as reflected in complex
data, thus moving beyond the observational methods that,
while offering interesting insights, make causal inferences
challenging (e.g., De Vries, Gensler, and Leeflang 2012).
Additionally, and arguably more importantly, these articles
sought to understand some psychological aspects about how
people behave on social media platforms and why they do
what they do (Toubia and Stephen 2013; Naylor, Lamberton,
and West 2012) or how using a social media platform affects
seemingly unrelated psychology such as self-control (Wilcox
and Stephen 2012). Each of the three aforementioned articles
focused on the psychological characteristics and needs of consumers as determinants of marketing outcomes. Anchoring
research in aspects of consumers rather than aspects of specific
platforms may be justified; because the platforms themselves are notoriously dynamic, connecting research to
consumers’ traits, inference-making strategies, and needs
may allow us to revise predictions as the forums evolve.
The New Era: The Rise of DSMMCulture and the Postdigital World (Lamberton & Stephen, 2016)
(Lamberton & Stephen, 2016) In 2015 and early 2016, more than 20 articles in A-levelmarketing journals (published or forthcoming) have exploredDSMM topics. While we cannot yet quantify the impact orlong-run relevance of these papers, the sheer number suggeststhat we have entered into a“boom”era for DSMM research.Consideration of these articles not only allows us to see howour focal themes are continuing to evolve but also gives ussome idea of where thefield may be headed, in terms ofadvances in data, research approach, and substantive domains.
(Lamberton & Stephen, 2016)
Themes 1 and 2 Combined: Revisiting Consumer
Expression and Internet as a Tool
New research in this era revisits earlier ideas and concepts in
a number of ways. First, how consumers express themselves
online—a major theme in all previous eras, particularly in
the online WOM literature—continues to be examined.
(Lamberton & Stephen, 2016)
A second meta-analysis (Rosario et al. 2016) also
suggests that we are beginning to accumulate enough
knowledge to offer robust and nuanced findings to practice;
these authors also explore the effect of electronic WOM on
sales. Here, the authors find that, consistent with previous
findings, electronic WOM generally has a positive impact on
sales, but its effects vary widely by platform, product, and
metric. For example, tangible goods that are novel show a
strong positive effect of electronic WOM, but services do not
show similar sensitivity to their tenure in the market. Furthermore, Rosario et al. (2016) conclude that WOM volume
has a stronger, rather than a weaker, effect on sales compared
with WOM valence, implicating high variability rather than
negative valence as the largest threat to sales. Thus, this metaanalysis provides both useful insights for managers and an
interesting counterpoint to You et al. (2015).
(Lamberton & Stephen, 2016)
Recent work has also revisited the earlier concept of the
Internet as a marketing tool, particularly in the context of new
forms of digital advertising. As earlier noted, display and
search advertising have been explored in the DSMM literature, but articles on these topics never achieved high levels
of impact. More recently, due to the rise of social media
marketing, research has explored firm-generated or firmbranded content in social channels (e.g., a brand’s post on
its own Facebook page or Twitter feed). In practice, this is
often called “content marketing,” and it is now used as a
complement to (or sometimes as a substitute for) traditional
advertising. Some work in Era 3 started looking at this idea
(e.g., De Vries, Gensler, and Leeflang 2012), although purely
from a customer engagement perspective. Importantly, recent work by Kumar et al. (2016) also considers how firm generated content in social media affects sales.
Work on more conventional forms of advertising is also
emerging currently, particularly with respect to the mobile
advertising space. For example, Bart, Stephen, and Sarvary
(2014) study mobile display advertising using field data
from a large number of mobile advertising campaigns. In doing so, they are able to determine for which types of
products mobile display ads are more effective. They find
that mobile display ads seem to be best suited to highinvolvement, utilitarian products, in terms of being able to lift
brand attitudes and purchase intent. Other recent articles
have also examined topics related to mobile advertising.
For example, Danaher et al. (2015) study the effectiveness
of location-based mobile coupons delivered to customers’
devices as they walk around a shopping mall, and Fong,
Fang, and Luo (2015) consider location-based targeting of
offers sent to mobile devices according to proximities to
competitors’ physical locations. Even more research on
mobile marketing is expected in the near future, including
2017 special issues on mobile in Marketing Science and the
Journal of Interactive Marketing and a 2017 special issue
on connected and always-on consumers in the Journal of the
Association for Consumer Research.
Work on more conventional forms of advertising is alsoemerging currently, particularly with respect to the mobileadvertising space. For example, Bart, Stephen, and Sarvary(2014) study mobile display advertising usingfield datafrom a large number of mobile advertising campaigns.(Lamberton & Stephen, 2016)
Another example of new research that has reexamined
consumer-expression topics from previous eras is Chae et al.
(2016). These authors link to prior work on online WOM and,
in particular, firm-encouraged WOM approaches such as
“viral” or “seeding” campaigns (e.g., Godes and Mayzlin
2009; Libai, Muller, and Peres 2013). However, in contrast to
prior work, they empirically examine the effects of seeding
campaigns intended to generate UGC for a specific focal
product on other products from competitors or from the same
brand but in other categories (i.e., online WOM “spillover”
effects). (Lamberton & Stephen, 2016)They are able to show, in the context of beauty/
cosmetics products discussed by consumers on a major Korean
social media platform, that seeding a product does indeed spur
more online conversation about that product. However, doing
so also reduces the amounts of conversation about competing products in the same category (a desirable spillover) and
reduces conversation about products in other categories from
the focal brand (an undesirable spillover).
Recent work has also revisited the earli
The future excpects more mobile marketing
(Lamberton & Stephen, 2016)
Even more research onmobile marketing is expected in the near future, including2017 special issues on mobile inMarketing Scienceand theJournal of Interactive Marketingand a 2017 special issueon connected and always-on consumers in theJournal of theAssociation for Consumer Research
Readings relate now to psychological theory.
(Lamberton & Stephen, 2016)
In thefirst half of 2015 alone, we seecombinations of, for example,field and lab experiments,transaction data, coded characteristics of studies, andGoogle Trends data. This approach allows researchersto pinpoint moderators that would not be included in a single-source data set. Perhaps more importantly for marketers, as inEra 3, we see that quasi-experimental approaches, observa-tion, and combined data sets can be analyzed in ways thatoffer insights that previously required large expendituresof time and money. Thus, this new work not only extendsour knowledge but also extends our knowledge-gatheringability.
Collective Behavior and New Business Models.
Search advertising has also been revisited in recent work.
Importantly, new analytic approaches continue to challenge
our conceptualization of search advertising. For example,
prior work was inconclusive regarding the importance of
search order: some work concluded that top positions in
search advertising were generally preferable (Chen and He
2011), whereas other work had identified situations in which
clicks might not follow ranks (Jerath et al. 2011; Katona and
Sarvary 2010). However, Narayanan and Kalyanam’s (2015)
work points out that main effects of position may be contingent on characteristics of the brand or of the consumer.
Specifically, by analyzing online advertising data from competing companies, the authors find that in the aggregate, the
first position is preferable to the second, consistent with prior
research. The importance of order effects may primarily hold for
smaller or less-familiar advertisers. However, as consumers’
familiarity with a specific brand or desire for an exact match to
their preference increases, position effects become substantially
smaller and often disappear. Recent work by Li et al. (2016)
also contributes to the literature on search/keyword advertising
by addressing the important problem of attribution in the
context of understanding the value of specific keywords in
search advertising.
Theme 3: Internet as Market Intelligence Source
Revisited and Improved Tools for Data Analysis
The idea that search can be a valuable source of marketing
knowledge persists in the newest work. Happily, we can see
clear advances over early efforts in this domain. Recall that
foundational work by Ansari et al. (2000) attempted to develop
collaborative filters that would accurately predict consumer
preferences. Interestingly, the same goal persists 15 years
later—but with arguably more convincing results. Specifically,
Du, Hu, and Damangir (2015) argue that marketers can infer
shifts in consumer preferences by analyzing the popularity of
the words for which consumers search. In turn, marketers can
adjust their marketing mix to leverage this knowledge
What is meant by user-generated content? (Lamberton & Stephen, 2016)
UGC stands for user-generated content. By definition, user-generated content is any form of content—text, posts, images, videos, reviews, etc. —created by individual people (not brands) and published to an online or social network. (Lamberton & stephen, 2016)
Emerging Future Research Topics:
Insights from Academia and Practice (Lamberton & Stephen, 2016)? Collective Behavior and New Business Models
(Lamberton & Stephen, 2016) Collective Behavior and New Business Models
Researchers in the DSMM space have often focused on
buyers’ volitional participation in communities, most of
which are based in friendships or shared affinities. However,
little work has directly tied these social networks to marketing outcomes. At this point, marketers have found ways
to more directly take advantage of consumers’ tendency to
act in groups. For example, the rise of consumer-focused
crowdsourcing of innovations offers one means to exploit
collective behavior for marketing gains. This topic has
been examined by Bayus (2013), in the context of Dell’s
Ideastorm.com idea crowdsourcing community, and in recent
work by Stephen, Zubcsek, and Goldenberg (2016), which
examines the role of online networks in driving the innovativeness of consumers’ ideas in “interdependent product
ideation” tasks online. It is also likely that we will see more
research into the “sharing economy” due to the growth of
services such as Uber. As collaborative consumption firms
increasingly seek to differentiate themselves from traditional market competitors while raising standards for quality
and safety, understanding the psychological experience
unique to technology-enabled exchange will also increase
in importance.(Lamberton & Stephen, 2016)
(Lamberton & Stephen, 2016) Emerging Future Research Topics:
Insights from Academia and Practice: Firm Use of Consumer Data and Privacy
(Lamberton & Stephen, 2016)Firm Use of Consumer Data and Privacy
Considerations
Certainly, it is a positive development that we are getting
better at gleaning information from digital sources. However,
recall that in Era 1, Godes and Mayzlin (2004) questioned the
ethicality of acquiring data from consumers’ online behavior
without their explicit permission. Other articles had explored
the importance of trust and privacy but had not yet gained
large volumes of citations: for example, Bart et al. (2005)
analyzed the drivers of online trust in different websites and
consumer segments, and Urban, Amyx, and Lorenzo (2009)
conceptualized consumer trust and privacy. Citations for
these articles hit their peaks in 2014 and 2015, as issues related
to trust and privacy online once again became prominent
among firms, consumers, and policy makers. Some researchers,
notably Catherine Tucker, have been working on developing
research based on issues pertaining to consumer data privacy
and regulation in online advertising. For example, Tucker
(2014) considers the trade-offs between well-targeted ads (that
exploit often highly personal consumer data available to firms)
and consumer-perceived privacy invasion. But many questions
remain: Is it ethical for firms to acquire as much information
as possible about consumers, even without permission?
How should firms respond if consumers become similarly
acquisitive with regard to their products, again, without
permission? How do consumers feel about their information
being used by firms for marketing purposes? These questions
are likely to warrant additional, multimethod research as
consumer protection groups, industry organizations, and
lawmakers increasingly debate their importance.
(Lamberton & Stephen, 2016) Emerging Future Research Topics:
Insights from Academia and Practice; Multichannel and Multitasking Behavior
(Lamberton & Stephen, 2016)Multichannel and Multitasking Behavior
Some researchers have sought to bridge the online and offline
world, considering the ways that digital and nondigital
marketing activities interact (e.g., Danaher, Wilson, and
Davis 2003; Naik and Peters 2009; Stephen and Galak 2012;
Trusov, Bucklin, and Pauwels 2009; Zhang et al. 2010).
However, as noted, practitioners in Era 3 struggled with ways
to integrate “digital” with “traditional” or ways to incorporate
“new media” into existing marketing mix models in ways
that indisputably create value. The emerging era appears to be
somewhat responsive to this need (e.g., Joo et al. 2014), but we
believe the crossover between the online and offline worlds
warrants deeper exploration. Or, rather, the omnichannel worlds
in which consumers search for products, interact with brands,
share information and experiences, and buy products should be
understood more thoroughly and deeply.
Recently, Liaukonyte, Teixeira, and Wilbur (2015) used a
quasi-experimental design that found that firms that advertise
on television create higher sales levels in the two-hour widows
around the time of their ad broadcasts, compared with firms
that do not advertise on television. The authors apply constructs from consumer psychology to further untangle these
effects, differentiating between action-, emotion-, information-,
and imagery-focused ads. While all types raise the number of consumer transactions, they do so through different
combinations of direct visits and search engine referrals. By using a difference-in-difference approach and regression. discontinuity analysis, the authors are able to present causal
arguments without conducting costly field experiments. It
is likely that new analytic techniques, coupled with relevant behavioral theory, multiple data sources, and creative
methods, will help us to further understand the immersive
experience that consumers have with DSMM technologies
across multiple channels and goals and, therefore, to identify
the best stand-alone or combined uses of channels of both
communication and sales available to marketers. New work
that considers “social TV”—how consumers use social media
while watching television—and how this multitasking behavior
affects advertising effectiveness (Fossen and Schweidel 2016)
is a good example of this approach that will become increasingly
important moving forward
(Lamberton & Stephen, 2016) Emerging Future Research Topics:
Insights from Academia and Practice; Toward a Theory of Mobile Marketing
Toward a Theory of Mobile Marketing(Lamberton & Stephen, 2016)
Relatedly, mobile use represents a domain of online–offline
convergence that warrants independent consideration—and,
importantly, will require the development of a data-driven
theory. There are good reasons to push at this point for a
comprehensive theory of mobile marketing. This is not to say
that no theories of mobile use have been offered. In fact,
conceptualizations of mobile marketing were described five
to six years ago in specialized journals (e.g., Shankar and
Balasubramanian 2009; Shankar et al. 2010). A recent review
and agenda-setting article by Grewal et al. (201) is also an important development in this literature. However, we can
still benefit from testing these theories comprehensively and
developing a better understanding of how the mobile and
nonmobile DSMM contexts relate to each other (e.g., Ghose
and Han 2011; Shriver, Nair, and Hofstetter 2013). As noted
in Ghose and Han (2011) and Shriver, Nair, and Hofstetter
(2013), results from the mobile domain appear to be a bit
different from those found in the nonmobile context. It may
be that these findings can be reconciled by recognizing that
mobile may present a more task-oriented focus for consumers, while nonmobile Internet use lends itself more to
network building and relationship development. At present,
though, such explanations are only speculative. That said, as
the world becomes heavily “mobile first” with respect to how
consumers use the Internet, mobile versus nonmobile comparative research might lose relevance rapidly. Thus, we
advocate that researchers focus on understanding the marketing value of aspects of mobile technology that allow
marketers and/or consumers to do things that cannot be done
with nonmobile technology (e.g., geo-located ad targeting;
making use of sensors in mobile devices that measure ambient
contextual attributes, or even user biometrics, in the case of
wearable devices).
Arguably the best way to develop a more comprehensive understanding and more generalizable theory of mobile
consumer behavior and mobile marketing will be to combine
big data with field experiments that enable consumer-level insights. For example, Andrews et al. (2015) combine data
from one of China’s largest mobile providers on nearly
15,000 consumers with a follow-up survey that explores
consumer motivations. The researchers find evidence that in
highly crowded spaces (e.g., crowded commuter trains),
people turn inward, seeing their mobile phones as a “welcome
relief” to the anxiety-producing crush around them, and that
when in this state they are more receptive to mobile advertising. This is a good example of how a combination of
empirical insights from large data sets and psychology-based
explanations can be used to move the mobile marketing
literature forward.
The mobile domain also introduces the importance of
both geographic and temporal proximity in determining the
effectiveness of marketing promotions, which are, in essence,
contextual factors that reflect real-world environments. In
many ways, this thinking revisits some of the earliest DSMM
qualitative work but inverts its perspective. For example,
recall that early work (Schau and Gilly 2003) highlighted the
way that online experiences could shape consumers’ offline
lives. In comparison, the research of Andrews et al. (2015) is
entirely about how an offline contextual factor (physical
crowdedness) affects online behavior. Similar examples can
be found in Danaher et al. (2015) and Fong et al. (2015), who
use location-based targeting for mobile coupon delivery and
thus consider how physical proximity or geographic factors
affect both online and offline behavior because their studies
involve mobile delivery of coupons for offline products/services
(see also Luo et al. 2014). Yet another example comes in Hui
et al. (2013), whose work considers the offline effects (i.e.,
travel distance in stores) of coupons delivered in online (mobile)
formats on in-store spending. As such, mobile research offers a
unique opportunity to build new theories of behavior in digitized or digitally enhanced environments where both virtual and
real contextual factors are important.
What questions want Lamberton adn stephen 2016 that future researchers should research`?(Lamberton & Stephen, 2016)
• Why do people use social media? How has it affected their
lives?(Lamberton & Stephen, 2016)
• When is social media marketing preferable to traditional
marketing?
• What are the key elements in a successful social media
strategy?
• Should marketers still be differentiating among consumers
(i.e., doing work to identify influencers and hubs), or is this
segmentation irrelevant?
• How important is viral content in driving sales? What is the
sales elasticity of social transmission vis-a-vis, for example, `
advertising?
• What makes a digital marketing initiative a success for firms
or consumers? Are there metrics beyond ROI that matter?
• How has the consumer’s fundamental decision-making process
changed due to digital experiences and environments?
• What is the optimal balance between online and offline
marketing?
• What is the optimal balance between human and technologically enabled interaction?
How can this lack of answers be rectified? Of course, truly
novel contributions will continue to be highly valued by the
field, particularly given the fast-paced nature of technological innovation that underpins much of the DSMM marketing space. In addition, however, we recommend that research
that directly builds on prior work in meaningful, relevant,
and constructive ways should be considered valuable contributions. Thus, our definition of “contribution” has to expand(Lamberton & Stephen, 2016)
to include new inquiries into and extensions of prior work.
Following calls in the behavioral literature (e.g., Lynch et al.
2015), replication work is also needed to learn whether DSMM
effects are stable over time and across methods
Conclusion? Lamberton and Stephen, 2016
Conclusion Lamberton and Stephen, 2016
There is much to like about the way that academic research
has approached DSMM in the past 15 years, and there is a
great deal of opportunity moving forward. We have seen a
proliferation of topics, an evolution of methods, and continued enthusiasm for this domain. From its roots on
the fringe of marketing research and practice, DSMM is
now represents a mainstream subfield within marketing on
the academic side, drawing interest across methodological
and philosophical boundaries. In practice, we are rapidly
entering a “postdigital” world in marketing, where the siloed
thinking that divided marketing into “digital” and “traditional” (or everything else) is being replaced. Instead, we are
at a point in practice where digital marketing is just marketing, simply because almost all marketing activities a firm
might consider now can have some kind of digital aspect.
Our hope is that this article provides insights about the
way this domain has developed, as our perspective on DSMM
has increasingly highlighted its transformational power in
business and consumer life. As these transformations continue, we hope that recognizing the key ideas on which we’ve
gained—and failed to gain—ground can help researchers
contribute in meaningful and relevant ways while avoiding
pitfalls that can threaten scientific progress. Many challenges
certainly lie ahead, but collaboration, the application of the
wide range of methods used by marketing academics, and
strong relationships with practice can help create an exciting
future for DSMM research in marketing.
Should one think of how offline and online advertising can be combined? (Lamberton and Stephenson, 2016)
(Lamberton and Stephenson, 2016); Some researchers have sought to bridge the online and offlineworld, considering the ways that digital and nondigitalmarketing activities interact (e.g., Danaher, Wilson, andDavis 2003; Naik and Peters 2009; Stephen and Galak 2012;Trusov, Bucklin, and Pauwels 2009; Zhang et al. 2010).However, as noted, practitioners in Era 3 struggled with waysto integrate“digital”with“traditional”or ways to incorporate“new media”into existing marketing mix models in waysthat indisputably create value. The emerging era appears to besomewhat responsive to this need (e.g., Joo et al. 2014), but webelieve the crossover between the online and offline worldswarrants deeper exploration. Or, rather, the omnichannel worldsin which consumers search for products, interact with brands,share information and experiences, and buy products should beunderstood more thoroughly and deeply.Recently, Liaukonyte, Teixeira, and Wilbur (2015) used aquasi-experimental design that found thatfirms that advertiseon television create higher sales levels in the two-hour widowsaround the time of their ad broadcasts, compared withfirmsthat do not advertise on television. The authors apply con-structs from consumer psychology to further untangle theseeffects, differentiating between action-, emotion-, information-,and imagery-focused ads.
are researchers discussing more noew social media marketing than before accordingly to Lamberton and Stephenson, 2016?
(Lamberton and Stephenson, 2016) YES number one researchers study is social media marketing, it is researched much more than: Social Networks Digital Advertising Sales/ROI Mobile UGC Big Data Diffusion Multichanne.
HOWEVER WOM is highly cited by researchers!!
does DSMM work has a “long tail” that includes many
other types of keywords. ? Lamberton and Stephenson, 2016
yes, DSMM work has a “long tail” that includes many
other types of keywords. Lamberton and Stephenson, 2016
What is integrated marketing communications? Batra and keller 2016
Integrated marketin communication (IMC) integrated marketing are the coordinated, consistent means by which firms attempt to inform, incent, persuade, and remind consumers – directly or indirectly – about the products and brands they sell (batra and keller 2016)
Why do we market campaigns?
Createawareness●Conveydetailedinformation●Createimageryand personality●Buildtrust ●Elicitemotions.●Inspireaction●Instillloyalty●Connectpeople
Traditional platforms for marketing commuications?
- Ad on tv, sales person, PR EVENT, physical location, TV , RADIO,
Digital channels for reaching the consumer ?
website, email, display ads, mobile , social media, search ads
what is meant by New media?
New media; greaterpersonalizationofmessagecontent, timing, and location, enablingmarketersto utilizemoremedia typesto accomplishspecificcommunicationobjectives
Integration
Does Integrated campaigns involve both new and old media?? (Lamberton and Stephen, 2016)
Yes. Combine new and old media; how do you plan your digital marketing campaign? What are the different medias good for? How can they complement each other., how do you achieve the best mix of both digital and offline communications? (Lamberton and Stephen, 2016)
what is The customer journey (Traditional Aida) ?
The AIDA-model creating customer action (e.g. purchase)The customerjourney(TraditionalAida)
- First you need to create a desire,
- Before you desire you need to make sure your audience is interested
- Before that need to know it exists.
- Focusing on the early adopters
- Social media, word of mouth
ATTENTION, INTEREST, DESIRE, ACTION
The customer journey (McKinsey)? (McKinsey, 2009)
The consumer decision journey.
How do we create this loyalty loop that consumers come back to you so that we get returning customers.
1. first the consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
2. then consumers add or subtract brands as they evaluate what they want
3. ultimately the consumer selects a brand at the moment of purchase.
4.after purchasing a product or service, the consumer builds expectations based on experience to inform their next decision journey
they can continue this loyalty loop and purchase again if they liked the brand.
the customer journey (batra and keller)
you may chose a specific channel based on what you want to focus on in the decision journey stage. for instance if you want to focus on needs, then television, search, direct, selling, and display marketing are great approaches (Batra and keller). If one wants to engage people, then the great approaches are promotion, events, PR, Social Media, website, mobile and direct marketing (and not selling, search, display or TV)
Evaluating and mix the different channels: 7 Cs . what are the different 7Cs? Batra and Keller
Batra and Keller
- Coverage: the proportion ofthe targetaudiencereached
- Cost: efficiency
- Contribution: abilityofa marketing communicationto createthe desiredresponse
- Commonality: heextentto whichdifferent communicationoptions sharethe same meaning(e.g. highlightingdifferent aspects)
- Complementarity: Extentto whichtheycomplementthe menaningtheygive.
- Cross-Effects: Whentwochannelsstrengtheneachother. E.g. offlineand online is like 1+1= 3
- Conformability: worksin different steps in customerjourneyBatraand Keller
Owned, Earned, Paid Media?
Owned media is when you leverage a channel you create and control. This could be your company blog, YouTube channel, your website, or even your Facebook page. Even though you don’t strictly “own” your YouTube channel or your Facebook page, you do control them and don’t have to pay for basic usage.
Earned media is when customers, the press and the public share your content, speak about your brand via word of mouth, and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they are voluntarily given by others.
Paid media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.
Content marketing inbound marketing?
Contentmarketing is a strategicmarketing approach focusedon creatingand distributingvaluable, relevant and consistentcontentto attractand maintaina clearlydefinedaudienceand, ultimately, to resultin an profitable action ofthe clientfor the business (ContentMarketing Institute, 2015).
Inbound marketing?
Digital InboundMarketing representsthe process ofreachingand convertingqualifiedconsumersby creatingand pursuing organic tactics in online settings.
what is Organic marketing?
All the free traffic sources! Organic marketing uses SEO, social media, research/white papers, WOM, podcasting, Q+A sites, social networks, webinars, document sharing, infographics, news/media/Pr, blogs/vlogginng,blogging/ comment marketing, online video, forums, social bookmarking, direct/referring links, type-in traffic, SEO, email, and a variety of other channels to increase brand awareness. Organic marketing is a strategy that generates traffic to your business over time rather than using paid methods. This includes blog posts, case studies, guest posts, unpaid tweets, and Facebook updates, youtube?.
Järvinen and Taiminen , 2016. :) automation of content marketing ”Harnessingmarketing automation for B2B contentmarketing”,
Järvinen and Taiminen , 2016. :) automation of content marketing. ”Harnessingmarketing automation for B2B contentmarketing”,
people go through different stages first you identify the consumer and then target and then there is a purchase; there are 5 stages. :)
Advertising online what are the main types of digital advertising
●Search advertising
●Display advertising
●Classified advertising
classified advertising?
Classified advertising is a form of advertising, particularly common in newspapers, online and other periodicals, which may be sold or distributed free of charge. Classified advertisements are much cheaper than larger display advertisements used by businesses,[1] although display advertising is more widespread.[2] They were also commonly called “want” ads, starting in 1763,[3] and are sometimes called small ads in Britain.[4]
- a single advertisement in a classified advertising section (as of a newspaper) —usually called classified ad
Classified advertising is a marketing medium commonly found in newspapers and other periodicals such as magazines and newsletters. Some Web sites and search engines also have classified advertising sections offered to their users for free or at minimal costs. Neighborhood papers that are supported by display advertisers and provided free of charge to the local area frequently offer free classified advertising in specific categories. Ads in this classification are normally comprised only of text that generally contains many abbreviations to save space and keep costs low. The moniker of classified refers to the placement of ads under specific classifications, such as auto sales, employment opportunities or rental properties (!!).
this type of advertising has maintained popularity over many years. This is generally attributed to the low cost of the ads as well as their availability of placement to the general public. For a nominal fee, customarily based on the number of words or characters in the ad, anyone can advertise goods for sale, rent or trade. Details of goods and services are sometimes included in the ad. Other classified ads offer little more than the name of the service or item along with a contact phone number or e-mail address.
What Are Display Advertising?
Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase).
Most display and online advertising campaigns are charged on a cost per click (CPC) basis. That is to say, every time the user on a search engine clicks on your ad, you’ll get charged an amount based on your overall bidding strategy.
They can also be used for retargeting campaigns. This is where ads are served to users who have already visited a specific website. The aim is to “retarget” them and encourage them to return to the website to take the same action (or an action at a different stage of the funnel).
- Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format.
- Interstitial Ads: These ads appear as web pages that are served to users before they are directed to the original page they requested. In the example below, you can see how this appears before accessing a web page or app on a mobile device:
- Rich Media: These ads include interactive elements, such as video, audio and clickable elements. The example below shows an ad from DemandGen that includes an opt-in form right within the ad itself:
Video Ads: The YouTube advertising platform, as well as social networks like Instagram and Facebook, have opened a whole new avenue for marketers. Video ads allow you to reach your audience and connect with them on a personal level, and are well worth investing in.
what are the advantages with display advertising?
Diversity: Display ads come in many shapes and sizes. And as you’ve seen above, they can be presented in a number of formats, too. This means you can choose a style and advertising format that will help you achieve your goals.
Reach: Thanks for the Google Display Network (GDN), you can access millions of sites straight from your Google Ads account.
Targeting: Because of GDN’s extensive reach, you can also target the right audience by placing your ads on the right websites. This includes demographic and geo-targeting, along with specific interests of your target audience.
Measurable: Clicks, impressions and conversions can all be tracked from Google Ads, as well as Google Analytics for more granular performance and engagement tracking.
what are the negatives with display advertising?
Banner Blindness: Because of the prolific nature of display ads, many users have come to ignore them completely. This means a lower click-through rate. However, this can be circumvented using remarketing and rich media ads. You’ll learn all about remarketing later in this guide.
Ad Blockers: Along with this, ad blocker technology has risen in popularity over the last few years. Many brands and media outlets have tried to circumvent this, however, by giving users the option of allowing ads or purchasing a subscription:
what is search engine marketing? (SEM)
Search engine marketing (SEM) includes 1. SEO that is organic search and 2. search advertising
is PPC a type of search advertising?
yes, PPC (pay per click) = pay to have your websites shown to the customer: different pricing for different search terms.
what is paid search?
Pay to have your websites shown when the customer searches for key words.. Pricing is set by auction –the highest bidder gets their adds shown. Different prices for different search terms.
what is Search engine optimisation? SEO
Search engine optimization= The goal is to make your website listed highly on search engines. Not paid.Optimize the structure, content and headings and meta data
GIVE Examples of two search engines?
Search engines (e.g. google and bing)1.They “crawl” the internet –finding out what’s in there to build and index.Imagine the web as a subway. Each stop is a unique webpage, image or file.2. They provide answers to users when they search
is there a difference between search advertising and PPC
yes; often the terms are used interchangeably. Basically, “paid search” refers to all ads that you can place on Search Engine Results Pages (SERPs) like results pages on Google, Bing and more. “PPC” – meaning ads that the advertiser only pays for when people click them – is a very common model in paid search advertising.
what did the lemon loving campagne do?
Lemon lovin campaign had fLYERS NEWSPAPERS DIRECTED PEOPLE TO THE FACEBOOK PAGE
- Strength of each channel to the other
is it true that Users prefer the organic rather than the paid ones’s.
yes truee 8) ●Ranking highly for organic search results is crucial; between 70% and 80% of users completely ignore paid advertisements
Some statistics?
In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06%.●Ranking highly for organic search results is crucial; between 70% and 80% of users completely ignore paid advertisements●Google “near me” searches have increased by two times over the past year.●Google receives over 63,000 searches per second on any given day
what is seo?
Search engine optimization
EOis the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs)
Search engine results pages are web pages served to users when they search for something online using a search engine, such as Google. The user enters their search query (often using specific terms and phrases known as keywords), upon which the search engine presents them with a SERP.
The page that a search engine returns after a user submits a search query. In addition to organic search results, search engine results pages (SERPs) usually include paid search and pay-per-click (PPC) ads. Thanks to search engine optimization (SEO), ranking position on a SERP can be highly competitive since users are more likely to click on results at the top of the page. With the launch of schema markup, SERPs are becoming much more complex to try to anticipate user needs.
What is a search engine results page?
A search engine results page, or SERP, is the page you see after entering a query into Google, Yahoo, or any other search engine. Each search engine’s SERP design is different, but since Google is the most popular—holding over 80% of the market share—we’ll focus on their features and algorithms.
What makes a results come up high?
●We don’t know exactly! How Google and Bing do to rank pages exactly is a secret●Studies are done to understand google does to rank pages
5 things to do for search engine optimisation?
5 things to do1.Publish Relevant Content2.Update Your Content Regularly3.Metadata1.Title Metadata2.Description Metadata3.Keyword Metadata4.Have a link-worthy site5.5. Use alt tags
Search advertising?
Paying for clicks
Affiliate marketing
themerchant(also known as ‘retailer’ or ‘brand’)●thenetwork(that contains offers for theaffiliateto choose from and also takes care of the payments)●thepublisher(also known as ‘the affiliate’)●thecustomer
- Can pay on performance.
- A third party owns the affiliate
- PPS – PAY PER SALE
- CPA COST PER ACTION
- CPC - cost per click
What is a cookie
●Cookies aresmall text fileswhicharesent to yourdevicewhenyouvisit a website. Cookies arethensent back to the originatingwebsiteon eachsubsequentvisit, or to anotherwebsitethatrecognisesthatcookie. ●Cookies actas a memoryfor a website. ●Cookies canrememberyourpreferences, improvethe userexperienceas wellas tailorthe advertsyouseeto thosemostrelevant to you.
Facebook can sell the data and track you.
Howmuchto spendand on what?
(Attribution)
Typical setup for planning for campaigns?
- Annual marketing:
- Examples:–New site visitors–Gaining leads–etc-> Annual budgets - Specific campaings, e.g. product launch
- New visitors–Converting to sales–Repeat sales to existing–Etc.-> Campaign budgets
Evaluations of campaign? what are the measures used for setting campaign objectives from bottom to top ?
Measuring outcomes of campaign objectives –several layers step 0: volume unique visitors / reach % step 1. quality = conversion rate 2. cost = cost per click (CPC) 3. cost per aquisiton =(CPA) 4. Campaign ROI % 5. Branding metrics step 6. lifetime value
E-commerce
“Financial and informational electrically mediated transactions between an organization and any third party it deals with” (Chaffey, 2014)
E-business: ?
similar but wider in scope –includes digital means of doing business, including digital support for e.g. product development, HR etc.
Social commerce
●Social commerce encourages participation and interaction of customers in rating, selecting and buying products●“Social commerceinvolvesusingWeb 2.0 social media technologiesto support online interactionsand usercontributionsto assist in the acquisitionofproductsand services”.
what are the different types of markets?
business to business B2B Business to consumer B2C Business to government B2G Consumer to consumer C2C Consumer to Business C2B Consumer to government C2G Government to consumer G2C Government to business G2B Government to government
consumer to consumer?
C2C business examples include Amazon, Alibaba, and the online sites of brick-and-mortar stores such as Target and Walmart. C2C – Consumer-to-Consumer. Consumers sell to other consumers with the aid of an online intermediary who takes a cut. C2C eCommerce examples include eBay, Amazon Marketplace, and Mercari. sOCIAL COMMERCE, doesn’t have eto be a physical product.. Second hand platform. - ebay - peer to peer Blogs and communities Product recommendations social networks: MySpace, Bebo
C2B?
- priceline
- consumer feedback, communities or campaign
consumer to government?
feedback to government through pressure group or individual sites
b2c?
transactional: amazon relationship-building:BP Brand-building: Unilever Media owner: News Corp Comparison intermediary: Kelkoo, pricerunner
b2b
transactional: euroffice
relationship-building: BP
Media owned: Emap business publications
B2B marketplaces: EC21
Business to government B2G
- Feedback to government businesses and non governmental organisations
- the majority of B2G businesses are private companies in various fields ranging from machinery, electronic equipment, infrastructure to weapon trading or military defense systems development. A B2G business can be as modest as a small IT business supporting services to a town government.
government to consumer?
national government transactional: tax - ibland revenue
national government information
local government services
government to consumergovernment to consumer
people can pay their taxes and access other services
G2B
Government services and transactions: tax
legal regulations
government to government
inter-government services
exchange of information
Government to government (G2G) is the electronic sharing of data and/or information systems between government agencies, departments or organizations. The goal of G2G is to support e-government initiatives by improving communication, data access and data sharing.
Several factors are driving local and federal governments to institute G2G initiatives. One of theme is federal government legislation such as the Open Government Directive. G2G initiatives are also being driven by budgets and funding. By sharing information and systems, governments are able to reduce IT costs government offices can be more efficient and streamline procedures, allowing citizens to access information over the Internet. They may also qualify for grant funding, depending on the project. An example of a successful G2G project is the Northeast Gang Information System (NEGIS). NEGIS is used by states in the northeast to share information about street gangs, including gang-related activities and gang intelligence. The system connects all the state police departments of the participating states, and the police departments transmit the collected information to their states’ other law enforcement and public service agencies
E-commerce; Therapy for insomnia through digital means, provided by public healthcare.Is that e-commerce?
yes i would argue so: What is an eCommerce mobile app? An e-commerce mobile application is a solution created for mobile device users to interact with a retail brand. The wide adoption of mobile shopping apps has led to the emergence of the mobile commerce concept that lets consumers purchase goods using their mobile devices.
Business models in e-commerce
”an architecturefor product, service and information flows, includinga descriptionofthe variousbusiness actorsand theirroles; the potential benefitsfor the variousactors; and the varioussourcesand revenues” (Timmers, 1999)
such as business model canvas
Components of business models?(Timmers, 1999)
The value being offered by the firm products, services or information ●The value being received by the firm such as revenue, promotion, products, services or information. ●The role the firm plays in the value chain e.gintermediary or manufacturer/wholesaler●The entities with which the firm interacts e.g. customers, suppliers etc.●The nature of the interactions including the channels of interaction such as the Internet, face-to-face and telephone.
SPOTIFY:Using this framework –describe the business model!Interacts with: Offers value:Receives valueRole in the supply chainNature of interaction
Winners takes it all in technology?
Spotify
- Interacts with
- Offers value
- Receives value
- Role in the supply chain
- Nature of interaction
- Spotify ads on Instagram
- Social interaction
- What value does spotify offer? Entertainment for us , help tp interact with friends and share the playlist, get money through advertising and subscription
Identifying business models from a logistics perspective (flow of goods or information)
- Archetypes of e-business models (Zhang et al., 2012)
Winners takes it all in technology?
- Archetypes of e-business models (Zhang et al., 2012)
- such as direct shipment from supplier to customer
-customers direct pay to retailers (Paypal) Customer (payment) retailer . Paypal or Klarna, you know you can trust klarna or paypal. - customers order, deliver, then pay
customer buy, and retailers get the item from the supplier (such as amazon, napster.com, iTube)
The long tail, network effects, and why winners often takes it all
e-commerce will fatten and stretch the tail ?
Winners takes it all in technology?
long tail theory
e-commerce will fatten and stretch the tail
The long tail is a business strategy that allows companies to realize significant profits by selling low volumes of hard-to-find items to many customers, instead of only selling large volumes of a reduced number of popular items. The term was first coined in 2004 by researcher Chris Anderson. Classic examples of Long Tail businesses include Amazon and Netflix. In addition to online retailers you will also find Long Tail businesses in micro finance and insurance to name just two industries.
So, accordingly to long tail theory, does nische markets get the highest margins / profits and is a winner? and is better than the popular / best seller products?
Winners takes it all in technology?
- Yes! :)
does electronice e-commerce bring 50 to 80 per cent increase to overall profit in the long tail ?
Winners takes it all in technology?
YES
is it true that despite strong growth from amazon and apple , Spotify retains the same global music subscriber market share in Q1 2020 as Q1 2019? and if so, then why is it like this?
Winners takes it all in technology?
YES true, well because: Some reasons
●1. Traditionaleconomiesofscale, scopeand learning
●2. Network effects–The value of a network increases with number of connected people
3. Switchingcostsand lock-in–”Amazon Prime”
4. Abilityto harnessk new technologyand knowledge–Expensive and requireslots ofknoweldegeto e.g. use Big Data and AI
or why it’s so hard to leave (or compete with) Facebook and LinkedIn…
well Metcalfe’s Law: Connections in a network = n(n-1)/2 , what does it mean?
Winners takes it all in technology?
Metcalfe’s Law:
2 telephones = 1 connection
5 telephones = 10 connections
12 telephones = 66 connections
TWITCH- people follow games ! ?
twitch dominates viewrship of top 20 titles.
PLATFORM BUSINESSES?
PLATFORM BUSINESSES.
A platform is a business model that creates value by facilitating exchanges between two or more independent groups, usually consumers and producers
- Platforms harness and create large scalable networks of users and resources that can be accessed on demand.
- Platforms create communities and markets with network effects that allow users to interact and transact.
- Platforms get 30%
- Apple keep 30 per cent.
You provide not only the services and goods –but the market place itself!
Example:
1. Libracoin Currency as a platform business?Not onlycreateIngthe market, butthe currency?
2. Like Facebook, Uber, or Alibaba, these businesses don’t directly create and control inventory via a supply chain the way linear businesses do. Platform businesses don’t, to use a common phrase, own the means of production— instead, they create the means of connection.
3. Online marketplaces: Etsy, ebay, amazon
4. App stores:
5. Collaborative economy platforms
6. Video sharing platforms: Youtube, daily motion
7. payment systems: Paypal, Apple pay
8. Internet search engines: Google, Bing? others? yahoo!?
9. Specialised search tools: Trip advisor, Yelp, Twenga
10. Location-based business directions: google maps, maps
11. News aggregators
Discussion
What are small companies that manages to win in e-commerce?●How do they do it?●What are the dangers of selling through platforms?●What do you do if you are today a “Brick and mortar” company (i.e. –with physical locations)
plattform businesses: Platform categories and companies. downsides?
Platform categories and companies.
- Downside monopolies are forming which is not good. , they can then pick their own margin and customers have to pick it. That’s why bill gates is rich.
- Once they’ve achieved scale and network effects have kicked in, platforms are tough to displace. Network effects create high barriers to entry and the data that platforms amass about their users both increase their switching costs and decrease their transaction costs. so customers feel like forced to use the platform as it has a monopoly
Point 3: Omnichannel –multichannel -ecommerce
1. Multichannel e-commerce?
Multichannel e-commerce:
●When e-commerce started, companies created new “channels” to sell to customers●E-commerce in a separate business –often cheaper to buy online from same customer●Tod ay, com p ani es stri ve to create a m ore consistent experience
what are the positives with a platform business?
Create a community can help small companies , find a niche and get a network effect.
Using that you are a small company to your advantage.
LIBRA COIN.
- Currency as a platform business?
- New currency, facebook dropped out.
an example of an omni-channel or and multichannel?
ICA NÄRA’lncan buy from the app, ica can track you, your (loyalty card) track where you are. And can taylor offerings based on that, traditional single channel store before, but now it is an omnichannel, we have website, chatbot on fb for a specific ICA store, buy things in different ways, multichannel or / and ? omnichannel.
yeah i’d say it is an omnichannel
Omnichannel?
- Buy things in different ways, same consistent relationships in a company , allowing customers to jump from one channel to another,
- this happened to jon 8) Buying a bike, getting discount for the locker since I bought a bike
- Hard to keep track of you. (is it really so though?)
- Subsidiaries that compete with each thers , franchises, separate companies hard to have same incentives, requireis not only technical but organizational ones.
- Using different channels, but trying to give the same consistent experience across channels and allow for customers to swap channels during their customer journey–Better integration offline and online–Requires different organization
Read more on the mental health effects of Social media1
The rise of social media has meant that people are more connected than we have ever been in the history of time. But our reliance on social media can have a detrimental effect on our mental health, with the average Brit checking their phone as much as 28 times a day.
While social media platforms can have their benefits, using them too frequently can make you feel increasingly unhappy and isolated i
Social media
New media technologies facilitating interactivity and co-creation that allow for the development and sharing of user-generated content among and between organisations(e.g. teams, government agencies and media groups) and individuals (e.g. customers, athletes and journalists).
Ways of viewing social media (Appelet al 2019)
a collectionofsoftwarebaseddigital technologiesthatprovideuserswithdigital environmentsin whichtheycansendand receivedigital contentover sometypeofonline social network●anothertypeofdigital marketing channelthatmarketerscanuseto communicatewithconsumersthroughadvertising●digital placeswherepeopleconductsignificantparts oftheirlives
(Appelet al 2019)
7 categories of social media
- Social networkingplatforms–facilitateinteractionwithotherusersand the buildingofinterestcommunities.Examples: Facebook, LinkedIn2. Publishing–Writing Examples: WordPress, Blogger, MediumPodcast Examples: iTunes, SoundcloudMultimedia Examples: YouTube, Vimeo, Flickr
- Microblogging: iNTERACTION: twitter, insta, tumblr, vine, platforms where users post small elements of content like short sentences, single images, links, etc.
- Review platform: platforms gather a collection of reviews and ratings by users about businesses, products, services or even people. Examples: Expedia, Goodreads
- BookmarkingBookmarking platformsallowusersto store and shareInternet bookmarksand provideorganisationaltools, categorisation, tagging, commentingetc.Examples: Pinterest, Reddit, Delicious, Digg
- Geolocation –location focused services, Examples: Yelp, Foursquare
- Social Knowledge-a collectiveknowledgeplatformbuiltthroughusercollaborationand participation.Examples: Wikipedia, WikiHow
Why didnit it happen? Because of the netwok effect
Because of the netwok effect, don’t publish where things doesn t happen, publish where things happen.
Corporate social media
Corporate social media just aren’t that popular
”The problem wassimple and obvious–becausethe topexecutivesdidn’tseecollaborationand engagementas a gooduseoftheirtime, employeesquicklylearnedthattheyshouldn’teither.”
The Honeycomb of social media
Kietzmann et al., 2021
Kietzmann et al., 2021
consequences to manage the sharing etc; The Honeycomb model is a way of setting out the most important forces behind the social media ecology which all social media marketers, users and platforms operate within.
It’s made up of seven blocks, each of which represents a key aspect of how social is used:
Sharing – “The extent to which users exchange, distribute and receive information.”
Presence – “The extent to which users know if others are available.”
Relationships – “The extent to which users relate to each other.”
Identity – “The extent to which users reveal themselves.”
Conversations – “The extent to which users communicate with each other.”
Reputation – “The extent to which users know the social standing of others and content.”
Groups – “The extent to which users are ordered or form communities.”
These seven blocks can be used either individually or together to help marketers analyse things like their social media activities, their audience, and the wider social media ecosystem in which they are operating.
The key way the honeycomb enables this is by focusing our attention on the most important elements of how social media works. We can use it as a checklist of key strategic factors, to work through methodically during planning or evaluation. Structuring strategy sessions in this way can help ensure crucial areas don’t get left out of our anlyses.
So, if you were creating a social media masterplan for a brand, you might ask “How will we factor in our audience’s social media sharing habits?”, “What’s our plan for building our reputation on social?” etc. Using the honeycomb model, like so, ensures all the most important strategic bases are covered.
Conversations in the honeycomb
Kietzmann et al., 2021
Kietzmann et al., 2021
How much communication between users could be happening via private social channels, such as Twitter DMs or Facebook Messenger? Marketers refer to these types of communication as “dark social” – as in, the side of social we can’t see. Read more on this in our guide to dark social.
How should the brand interact with its audience via social? Which channels should be used, and how will customer service interactions via social be managed?
How will the brand stay tuned-in to public conversations involving itself on social media? Staying updated on what people are saying about the brand and its sector helps with managing PR threats and creating the right social content. We cover this topic in detail in our podcast episode
Conversations in the Honeycomb
Kietzmann et al., 2021
CONVERSATIONS (Kietzmann et al., 2021)
What can we identify about how our audience shares content? What are the characteristics of the content they share?
What are the mutual interests of people in the brand’s target audience? Identify these and you’ll have a strong basis for creating content that gets shared to the right people from a commercial perspective.
Presence: Honeycomb
Kietzmann et al., 2021
Honeycomb; Kietzmann et al., 2021
To what extent is a person or business present on social media, and how aware are other users of this?
Some social media platforms have mechanisms for making the extent of a user’s presence public: for instance, Facebook Pages are automatically updated with a read on how long the page owner usually takes to respond.
Another aspect of presence is how a person’s presence on social media relates to their presence in the physical world. This connection is made through actions such as location tagging, and the listing of bricks-and-mortar business addresses.
Key questions:
How present will our brand be on social?
Does this align with customer expectations?
What are our customers revealing about their physical location on social?
Could and should we feed that information into our social marketing strategy?
Post-campaign evaluation
Identity While our ad campaign had good reach, we need a better mechanism for capturing user data if we are to maximise benefits.
Conversations Our Google Analytics data suggests the campaign may have led to a high volume of “dark social” sharing and traffic.
Sharing The content produced for our campaign was heavily shared. More of the same next time.
Presence Users expect a faster message response time from our Facebook page.
Relationships We lost efficiency in the sales funnel by failing to support transactions over social. This mechanic of the B2C relationship should be reviewed.
Reputation We gained 5,000 likes as a result of the campaign. That brings us in line with our top competitor on this particular reputation metric.
Groups We have insufficient data on whether our campaign content was shared in any groups or subcommunities.
How people use social media Brandtzaeg and Heim (2011) ‘A typologyofsocial networkingsites users’, Int. J. Web BasedCommunities, Vol. 7, No. 1, pp.28–51.
Brandtzaeg and Heim (2011)
Segments of users behave in different ways
Some users are more for information, otherws for recreation, some have low and high participations.
Different types of social networking users (SNS):
LURKERS: they are there not really participating. use internet to kill time. More lurkers online around 27 % ? use social media to see if somebody has contact them
SPORADICS: also low participation, however are there for information?
DEBATERS: more active and there for information? least people online around 11 %. use social media to see if somebody has contact them, write/read a contribution, discuss
SOCIALISERS: for enjoyment, more for fun, more active, socialisers on second place, 25 per cent of users are socialisers according to Brandtzaeg and Heim (2011) use social media to see if somebody has contact them, write messages
ACTIVES: around 18% of online users; the most active users. use internet to kill time, connect with others, profile surfing, write letters/messages, see others videos / photos, see if somebody has contact them, publish or share photos, read new contributors, look for a friend,
strategiesfor monitoring, understanding, and respondingto different social media activities
The 4 Cs Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understandingthe functionalbuildingblocks ofsocial media.Business horizons,54(3), 241-251. Honeycomb article
The 4 Cs●Cognize●Congruity●Curate●Chase
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understandingthe functionalbuildingblocks ofsocial media.Business horizons,54(3), 241-251. Honeycomb article
- Cognize;THE FOUR C’S
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understandingthe functionalbuildingblocks ofsocial media.Business horizons,54(3), 241-251. Honeycomb article
Cognize: For companies to recognizeand understand itssocial media landscape:–What is the social media landscape the company is in?–In which social media are people talking about us?–Who are important social media influencers that concerns us? Kietzmann et al., 2021
example: As wehavesuggestedbefore, not onlydidthe Obama ‘08 campaignhavea presenceon thesesocial media, theydevelopedstrategiesfor usingthemto theirfull potential. Oneofthe strategiesofthe campaignwasto personalizethe candidateand the campaign, to embraceindividualsupporters usingthe same technologies, and to make themfeela part ofthe campaign. The campaignusedFacebook to organize, Twitter to sendnews, and YouTube to communicate. At onepointduringthe campaign, thenSenator Obama hadthe largestnumberoffollowersofanyoneon Twitter (Rainieand Smith2008). In addition, Obama ‘08 alsousedadditionalWeb 2.0 toolslike Flickr feedsto keepsupporters updatedwithphotosfrom the campaign. Thesetoolswereableto alsohelpthe campaignto segment outitssupporters and to providetargetedmessagesto uniqueand narrowconstituenciesand slices oftheiractivistbase. Mealy(2009) has shownthatthisstrategywasparticularlyeffectivein itsoutreachto ethniccommunities(e.g., AfricanAmericans, Latinos, Asians) butalsoto class-basedand otheraffinitygroups(e.g., Te ach e r sfor Obama, Lawyersfor Obama).
Kietzmann et al., 2021 HONEYCOMB ARTICLE
2. Congruity- (four c’s )
- Congruity-Develop strategies for the different social media that are congruent to (suited with) the different social media functions of the specific social media (compare with the honeycomb model).-How do you measure performance on each social media? (Remember customers are in control)-E.g. How well customer issues are solved-Make sure your social media is found!
Kietzmann et al., 2021 HONEYCOMB ARTICLE
(four c’s )
CONGRUITY INCLUDES how you measure you digital marketing strategy :)
how can one measuer digital marketing strategy (by thinking of CONGRUITY KIETZMANN ET AL., 2021?
Murdough, C. (2009). Social media measurement: It’snot impossible.Journal ofInteractiveAdvertising,10(1), 94-99.
Murdough, C. (2009). Social media measurement: It’snot impossible.Journal ofInteractiveAdvertising,10(1), 94-99. BY establishing GOALS, objectives, and METRICS: such as KPIs
A goal can be: deepen relationship with customers
Objective: Encourage ongoing interaction with the brand, and Achieve a critical mass of audience through social media
Metrics: #of advocates (Fans Followers, authors) and #of comments posted
what are the pillars of social media measurement accordingly to Murdough, C. (2009). Social media measurement: It’snot impossible.Journal ofInteractiveAdvertising,10(1), 94-99. ? (by thinking of CONGRUITY KIETZMANN ET AL., 2021? )
the pillars of social media measurement accordingly to Murdough, C. (2009):
REACH (quantity; quality), DISCUSSIONS (Topics; sentiments), OUTCOMES (site traffic; purchase intent)
Social media measurement: It’snot impossible.Journal ofInteractiveAdvertising,10(1), 94-99. ? (by thinking of CONGRUITY KIETZMANN ET AL., 2021? )
- Curate (the four C’s Kietzmann et al., 2021)
- Curate: Develop a strategy for how often and when the company should interact on social media-Who should represent you and create content?-What content?
For instance through: Social media governanceFrequency& Process for UpdatesBrandingGuidelinesTraining& EducationApprovalProcesses& ContinuityPlanningSocial media governanceis the collectionofpolicies, proceduresand toolsemployedby an organizationto ensurethatassets aresecured, risks areminimizedand compliancemaintained.
For instance a company may want to have core values, such as protecting customers privacy, respect copyrights
For instance, Dell had a flowchart which helped them how to handle crisis management.
- Chase●Chase what happens on social media! You and competitors
(the four C’s Kietzmann et al., 2021)
- Chase●Chase what happens on social media! You and competitors
(the four C’s Kietzmann et al., 2021)
How can one chase? (kietzmann et al., 2021) using a certain framework ish ? (Murdough, 2009)
Figure 4 illustrates the type of performance data
ecosystem available to social media marketers. As
mentioned previously, holistic social media
measurement includes both qualitative and quantitative
performance sources. The providers indicated in each
of the four categories are intended to be a sampling of
available tools, not an endorsement of one provider
over another:
Let’s examine each data source to provide some context for the
unique insight each brings to the evaluation of social media
programs:
1. Enterprise listening platforms (ELP). Most of these tools
provide some work flow management capabilities, but
primarily, they centralize all publicly accessible
discussions across the social Web, made available for
reporting and synthesis. With regard to the analysis
construct, these platforms provide the data necessary to
inform a large portion of the reach and discussions
performance insight components.
2. Text mining partners. Manually reviewing every social
comment that includes a brand is not only physically
impractical, but it would also introduce human
interpretation bias. So these particular solutions help
social practitioners semi-automate the process of
deciphering the meaning of social comments, specifically
by pulling out topic categories and sentiment. Natural
language processing is really challenging because of the
large portfolio of exceptions inherent to the English
language and people’s usage of it. Therefore, nothingautomated will be 100% accurate; however, it helps
tremendously to gauge the primary themes of discussions
efficiently, especially when this automatic effort gets
supplemented with ongoing sampling and manual review
of comments to ensure updates to any keyword tuning.
3. Platform API (application programming interface) tools.
This portfolio of niche social measurement tools gives
access to key social insight activities not readily available
in the mainstream ELPs (i.e., Facebook Insights for
private-access profiles; Visible Measures for video clip
distribution, usage measurement, and propagation
accounting). They are used on a case-by-case basis for
social programs.
4. Site analytics solutions (such as google analytics) . These tools provide insight into a
brand’s Web site visitor behavior and, in the case of social
media measurement, act as the primary source of a
brand’s outcome activities that are part of the analysis
construct. Referrals from social media venues, such as
blogs, Facebook, Twitter, and discussion forums,
demonstrate what sort of high-value behaviors occur once
social audiences reach the brand’s site, including leads, transactions, and priority content consumption. With the
right set up of referral domain categorization and
campaign tracking code utilization, tying site activities
back to direct social media efforts is possible.
Social media listeningplatforms?
A social media listening tool is a software that monitors and analyzes online conversations about your brand, a specific topic, your competitors or anything else that’s relevant to your company. It pulls in mentions of specified keywords and helps marketers analyze these mentions.
So first, what is social listening? A social media listening tool is a software that monitors and analyzes online conversations about your brand, a specific topic, your competitors or anything else that’s relevant to your company.
Social media listening
Social media listeningplatformscentralizeall publiclyaccessiblediscussionsacrossthe social Web, madeavailablefor reportingand synthesis●https://www.youtube.com/watch?v=iSss4YHXsfQ
such as Hootsuite Insights is one of the best Social media listening tool.
HOOTSUITE ACADEMY!! I CAN LEARN IT AND ADD ON cv/linkedin
Text mining in social media: using machinge learning or linguistics analysis to large samples of social media data to gain insihgts ‘: for companies & researchers
What they did in thesis they downloaded millions of tweets from twitter and did text mining!!! And should how it could be applied to great insights
Te x t m i n i n g i n social media:
Thomaz, G. M., Biz, A. A., Bettoni, E. M., Mendes-Filho, L., & Buhalis, D. (2017). Contentmining frameworkin social media: A FIFA worldcup 2014 caseanalysis.Information & Management,54(6), 786-80 Thomaz et al., 2017
Thomaz, G. M., Biz, A. A., Bettoni, E. M., Mendes-Filho, L., & Buhalis, D. (2017). Contentmining frameworkin social media: A FIFA worldcup 2014 caseanalysis.Information & Management,54(6), 786-80
Te x t m i n i n g i n social media:Using machine learning or linguistics analysis to large samples of social media data to gain insights.For companies and researchers
The two major ongoing challenges for any brand are:
Understanding their customers’ needs and motivations
Keeping track of their changing requirements and expectations over time.
Social media data provides the solution to both challenges. Locked within online conversations are the diamonds that brands are looking for – detailed and timely insights into customers’ experience of their brand, product or service.
Social media text mining is nothing new, but the technologies used to mine and analyse text are rapidly evolving. The latest and most technology-forward social listening tools are combining more traditional linguistic rules with machine learning-based analysis to uncover more hidden insights locked into social media conversations.
What is text mining?
Text mining, also referred to as text data mining and similar to text analysis, is the process of extracting meaningful patterns and insights from unstructured text.
Most textual data (around 80% of all data in the world) is unstructured – that is to say, it isn’t standardised into a tabular format (rows and columns). Social media comments, product reviews, forum posts, customer service transcripts, all of these sources are written organically and are historically more difficult for a computer to categorise and make sense of.
Language is as complex and varied as the people who use it. Nuance, subjectivity and idiosyncrasies all play their part. What makes it more complex still is the rate at which language evolves – intergenerational communication is a constant source of confusion and bemusment, further exacerbated by online communication in forums and on social media.
Natural Language Processing (NLP) techniques enable us to make sense of unstructured qualitative data and machine learning helps computers to adapt to the nuances and changes to language.
Humans are still more capable of understanding language, but this new technology allows vast amounts of unstructured textual data to be processed at scale, enabling organisations to improve their decision making and business outcomes.
Uses of social media text mining
Text mining social media data can help brands to better understand their customers and their customers’ experience of their brand, products and services.
Here are some of the applications:
Identify topics and subtopics
Find out what is driving conversation on social media, what portion of your audience is talking about any particular topic, and how conversation changes with time.
What’s dominating the conversation?
Find out what portion of online conversation is around a specific product, service or topic.
Measure sentiment and emotion
Discover how customers feel about your brand in general or in relation to a specific topic, product or service. Are they positive or negative? What emotions do they express? E.g. anger, joy, frustration, etc.
Psychographic profiling
Some text mining tools have the capacity to extract complex information from text such as the key personality traits and communication style preferences of the authors of the texts. This information enables you to hone your marketing messaging and communication style to suit your audience and target specific customers.
Competitor analysis
The majority of social media text data is freely and publicly available and provides a perfect opportunity to suss out your competition. Find out what your competitors’ customer pain points are, what share of voice you and each of your competitors have, and how it has changed over time.
