L3 - DIGITAL Flashcards
(19 cards)
What is digital marketing?
This is achieving marketing objectives through applying digital technologies
- It is the investment in internal marketing
- Digital technologies include desktops, mobile and tablets
What is meant by the 4Ps becoming the 4Cs?
Place > Convenience - there is no physical boundaries, the virtual market place giving access to global markets
Promotion > Communication
- Instant access to informations about products in real time, e.g through social media platforms and communication reviews
Price > cost
- More transparent prices, less power to suppliers as prices are visable online
Product> Consumer (wants and needs) - Offering a wide choice of products to online customers who want them, e.g. may be personalised products such as what Nike does
What advantages does a mobile provide marketers with?
- Geolocation E.g Northface
- Apps, push notifications
- Emails that are personalised
- Can be on reviews such as trip advisor which provides a bigger audience
What makes up the different Wed stages?
Wed 1.0 - This was between 1992 and 2002 when powerful search engines were about, including goodly , the customers could receive passive information but were yet to be able to post reviews
Web 2.0 - 2003 until present this inculdes content sharing, user-edited content, social media platforms etc
Web 3.0 - Today until 2020, web has the ability not only for user to communicate with one another but for computers and apps to speak, computers can interpret info and generate useful content based on the needs
What is the semantic web?
- This is a web that is able to do things in a way that computers cannot understand
What are ‘wearables’?
- Things such as the apple watch
- They are always on, are environment aware, hands free and can constantly collect data e.g on your health stats
What is meant by the internet of things?
- This is connecting any device with an on/off switch to the internet and/or to each other e.g Alexa
What is augmented reality?
- This combines live, direct views of the real world with computer generated element that ‘augment’ or ‘enhance’ reality
- For example the IKEA app or Pokemon Go
What is big data?
This is everything that is generated online e.g everything you search, how long you spend watching videos etc can all be gathered to make your online experience better
- People are typically unconscious to it as they are usually not aware that details are being given out
What is the honeycomb of social media?
- was created to review social media effectiveness, looking at reasons why users engage with social media.
- The idea behind the honeycomb model is that of the 7 key building blocks delineated by the model, companies can select the ones most relevant to their business, and focus their attention on those areas to improve their understanding of audience engagement needs
What are the 7 factors that make up the honeycomb?
Identity Presence Relationships - Facebook Reputation groups conversations Sharing - Together show how existing platforms add value by focusing on a few of the building blocks
Whats identity within the honey comb model?
- The extent to which people reveal who they are and how much they care about their data being online
- Some cases they share the details and others they want to remain anonymous
What the conversations block about?
- This is how users communicate with each other
- Firms need to know when to spark conversations or when they should just sit back and listen
Whats the block on sharing about?
- How users exchange, distribute and and receive content
- companies need to ensure the content doesn’t offend anyone or violate any laws
Whats the block on Presence about?
- Degree to which to which users know if other users are available
- Getting increasingly easier with GPS tracking, status
- Firms should only ask when its necessary
Whats the block on Relationships about?
- focus on how users are connected to each other
- May be about growing relationships or maintaining them
Whats the reputation block about?
- Describes how things such as brands are viewed by others
- e.g may be endorsements, reviews, friends suggestions
Whats the group on sharing about?
- How people manage their people into categories such as friends, family etc
- Firm needs to offer the right options
What are the 4Cs in social media?
Congrise - Recognise and understand its social media landscape
Congruity - Strategies that are suited to, different social media functionalities and the goals of the firm
Curate - Developing a clear understanding of how often and when a firm should chime into conversations on a social media platform, and who will represent the firm online
Chase - Scan their environments in order to understand the velocity of conversations and other information flows that could affect current or future position in the market
Follow conversations and other interactions that include a particular firm, brand, product, or individual
