Lecture 1 - Fundamentals Flashcards
What are some social issues of digital?
Privacy
AI
Data use and aggregation
What are the differences between traditional and digital?
Traditional:
One directional
One avenue to infiltrate
Digital
Multidirectional
3 screen marketing
Define digital marketing (Chaffey and Ellis-Chadwick, 2012)
The application of the internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives
Do the marketing objectives change due to digital media?
NO
The marketing objectives remain the same but how they are communicated changes
Still about anticipating and satisfying needs
When was Google founded
1998
When was Facebook founded
2004
What was Web 1.0, 2.0., 3.0, 4.0?
- 0 - Advent of information exchanges
- 0 Interactivity at the advent, user generated content, Wikipedia, collaborative sharing
- 0 - 2010. IoT, everyday objects (watches, phones) become embedded into our daily lives.
- 0 - IoT has taken over, understanding consumers and digital technologies becomes seamless. Digital personal assistants and AI eg: Amazon Go, no customer assistants just stores with automatic payments
What makes a smart phone easy and accessible?
Visual Alerts Portable Functional Customisable All encompassing Two way communication Entertainment platform
What are the social costs of mobile?
People are using digital to replace friends and social interactivity
Brands a vehicle for people to engage but also can come at a cost of being isolated from the world
What is an affordance?
How the properties of objects determine the possibilities for action (Gibson, 1977)
eg: Chopsticks not two sticks but for eating
They are relational and show how objects designed for one purpose can facilitate another. eg: A mobile for calling can be used to find love, take photos etc.
What is a one way communication model doing?
INFORMING
What is a two way communication model doing?
INVOLVING
What is a multidirectional communication model doing?
INTERLACING
What are the 3 key concepts marketers should watch out for in our evolving world?
IoT
Network society
Big data
What does the IoT enable in our society?
Constant interaction - dash buttons Outsourcing memory - reminders Changing behaviours - how we travel Transparency Environmental savings
What are the benefits of AI?
Influence over people
Predict what we might want and later influence us
What are some implications of AI?
Privacy concerns
Legislation
Relationships with others
Free will?
What are the benefits of micro targeting?
Reduce search cost and time
Improved profiling for brands
New discovery of similar others
What are the limitations of micro targeting?
Lack of autonomy
Segmentation - not always accurate
Can be misinterpreted
What is the network society?
Pervasiveness of communication networks in all domains of social life in a network that is at the same time global and local, generic and curtsied in an ever changing pattern
(Castells, 2007)
Think influencers
What are the benefits and drawbacks of the network society?
Benefits
Spread messages quickly
Grab attentions
Drawback
Can spread fake news
New gatekeepers can shape how we behave
What is relationality?
How we understand brands, each other, businesses and the world
How does Google affect relationality?
It acts as a filter
Networks show us different elements based on our activities, we may not be using the same materials to understand the world.
Are they are new ‘parents’ or big brother?
Can cause us to make judgements we otherwise would not have
Is the network society a new phenomenon?
No
Existed before the digital age in WoM
Only the sheer volume of messages we receive and amount of people it is possible to interact with that has been explosive
What are the 3 elements big data relies upon?
1) Technology - maximising algorithmic accuracy to gather, analyse, link and compare data sets
2) Analysis - drawing on data to identify patterns to infer economic, social, technical and legal claims
3) Mythology - the belief that big data sets offer a higher form of intelligence and knowledge that were previously impossible, with objectivity, truth and accuracy (Boyd and Crawford, 2012)
What makes big data big?
High in velocity, variety and volume
What is the promise of big data?
Those who are able to harness the power of big data are those that are best able to profit
How does big data interpret sentiment?
Fundamentally it does not yet
Still requires man power to understand the sentiment of Tweets etc
Are marketers becoming redundant due to big data?
In some senses, marketing decisions are being automated by AI and contexts such as Google AdWords
What are the benefits of digital marketing?
Find out more about wants and needs Engage consumers (Add value) Increase reach Quick Low cost Track sentiment Interactivity and user generated content Opportunities for conversion Attract brand advocates Fluid content (personalisation) Build relationships 24/7 and 365
What are the challenges of digital marketing?
Insufficient budget / resource Lack of specific knowledge Unclear knowledge Patchy measurement Proliferation of channels Increased competition Increase in data volume Lack of strategy Out-dated information Short-termism Authenticity
