lecture 4: the digital consumer

Question 1

steps of traditional decision-making process

Answer 1

problem recognition
- 1 to many (traditional) or 1 to 1 (digital)
–> info search
- gather inf trough search engines/reviews
- find suppliers
–> evaluation of alternatives
- traditional: past experience, WOM, traditional marketing
- digital: detailed info, e-wom, comparison websites
–> choice/purchase
- easy ordering (don’t loose consumer now!)
–> post-purchase
- digitaal: vlakke added services, feedback, personalized prompt, relate to purchase

Question 2

faced navigation and filters

Answer 2

filters= analyse set of objects eliminate that have no match
faceted navigation= includes filter or many attributes (colour, size, form)

Question 3

definition customer journey

Answer 3

process the consumer goes trough across al stages and touchpoint with an organization, comprising the consumer experience

(pre, purchase, post)

Question 4

touchpoints

Answer 4

= direct contact with product/service or representation of it

• pain: not optimised succesfully
• trust: solution for pain touchpoint

Question 5

4 touchpoint options

Answer 5

1. brand owned= designed and managed by company
2. partner owned= joined sign by company and partner
3. customer owned= customer actions as part if their experience
4. external owned= roles from other in the chain (leave comment, independent source influencing)

Question 6

McKinsey’s consumer decision journey

Answer 6

trigger –> consideration set –> active evaluation –> purchase –> post-purchase (loop starts again)

• cut off route after first purchase: from trigger straight to purchase

Question 7

path to purchase defintion

Answer 7

= path data containing info about a users’ search behavior, interest and behavior
- tries to attribute the elements or touchpoints that have impact on the journey

Question 8

typology matrix

Answer 8

goal (promotion vs. product innovation)
direction of info flow (c2c or c2b)

1. informing: promo and c2c=. praise/critise directed to consumers
2. co-communication: promo and c2b= consumers develop marketing, share with organization
3. co-creating: innovation and c2b= cancer create own product
4. pioneering: innovation and c2c= new/improbed services, aimed at consumers

Question 9

e-wom definitino

Answer 9

= digital postive or negative experssion of potential, current or former consumer about a product, service, brand or organization, made visible to a lot of people via the internet (4 elements in it)

Question 10

2 types of utility

Answer 10

1. intrinsic= direct utility of posting content (having less followers helps this)
2. image-related= perception to others (having more followers does this to you)

Question 11

rating vs. review

Answer 11

rating= digital numeric display on standard scale. easy to evaluatie
review= context-specific statements/sentiment