Lecture 1 - Fundamentals

Question 1

What are some social issues of digital?

Answer 1

Privacy
AI
Data use and aggregation

Question 2

What are the differences between traditional and digital?

Answer 2

Traditional:
One directional
One avenue to infiltrate

Digital
Multidirectional
3 screen marketing

Question 3

Define digital marketing (Chaffey and Ellis-Chadwick, 2012)

Answer 3

The application of the internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives

Question 4

Do the marketing objectives change due to digital media?

Answer 4

NO

The marketing objectives remain the same but how they are communicated changes

Still about anticipating and satisfying needs

Question 5

When was Google founded

Answer 5

1998

Question 6

When was Facebook founded

Answer 6

2004

Question 7

What was Web 1.0, 2.0., 3.0, 4.0?

Answer 7

1. 0 - Advent of information exchanges
2. 0 Interactivity at the advent, user generated content, Wikipedia, collaborative sharing
3. 0 - 2010. IoT, everyday objects (watches, phones) become embedded into our daily lives.
4. 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

Question 8

What makes a smart phone easy and accessible?

Answer 8

Visual
Alerts
Portable
Functional
Customisable
All encompassing
Two way communication
Entertainment platform

Question 9

What are the social costs of mobile?

Answer 9

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

Question 10

What is an affordance?

Answer 10

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.

Question 11

What is a one way communication model doing?

Answer 11

INFORMING

Question 12

What is a two way communication model doing?

Answer 12

INVOLVING

Question 13

What is a multidirectional communication model doing?

Answer 13

INTERLACING

Question 14

What are the 3 key concepts marketers should watch out for in our evolving world?

Answer 14

IoT
Network society
Big data

Question 15

What does the IoT enable in our society?

Answer 15

Constant interaction - dash buttons
Outsourcing memory - reminders
Changing behaviours - how we travel
Transparency
Environmental savings

Question 16

What are the benefits of AI?

Answer 16

Influence over people

Predict what we might want and later influence us

Question 17

What are some implications of AI?

Answer 17

Privacy concerns
Legislation
Relationships with others
Free will?

Question 18

What are the benefits of micro targeting?

Answer 18

Reduce search cost and time

Improved profiling for brands

New discovery of similar others

Question 19

What are the limitations of micro targeting?

Answer 19

Lack of autonomy

Segmentation - not always accurate

Can be misinterpreted

Question 20

What is the network society?

Answer 20

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

Question 21

What are the benefits and drawbacks of the network society?

Answer 21

Benefits
Spread messages quickly
Grab attentions

Drawback
Can spread fake news
New gatekeepers can shape how we behave

Question 22

What is relationality?

Answer 22

How we understand brands, each other, businesses and the world

Question 23

How does Google affect relationality?

Answer 23

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

Question 24

Is the network society a new phenomenon?

Answer 24

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

Question 25

What are the 3 elements big data relies upon?

Answer 25

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)

Question 26

What makes big data big?

Answer 26

High in velocity, variety and volume

Question 27

What is the promise of big data?

Answer 27

Those who are able to harness the power of big data are those that are best able to profit

Question 28

How does big data interpret sentiment?

Answer 28

Fundamentally it does not yet

Still requires man power to understand the sentiment of Tweets etc

Question 29

Are marketers becoming redundant due to big data?

Answer 29

In some senses, marketing decisions are being automated by AI and contexts such as Google AdWords

Question 30

What are the benefits of digital marketing?

Answer 30

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

Question 31

What are the challenges of digital marketing?

Answer 31

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