Lecture 6: Digital Marketing

Question 1

What is marketing management

Answer 1

The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.

(Kannan & LI)

Question 2

What is digital marketing?

Answer 2

An adaptive technology - enables process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders.

Question 3

What is digital marketing used for? (5 points)

Answer 3

1. Acquire customers
2. Build customer preferences
3. Promote brands
4. Retain customers
5. Increase sales

(Kannan & Lee)

Question 4

What is the 5 C’s?

Answer 4

Customer, competitors, collaborators (partners), context, company.

Question 5

Which factors are included in the marketing strategy process?

Answer 5

Corporate objectives & strategy 
Marketing strategy 
Market structure and demand
Competitor strategy 
Emerging opportunities & threats

Question 6

What is the framework of digital marketing by Kannan & Li built upon? - Try to explain the framework

Answer 6

The framework of digital marketing is built on the 5 C’s

We identify key touchpoints affected by digital technologies and propose a research framework that is inspired by the marketing process as well as by the marketing strategy process

Question 7

What does the Marketing Mix consist of?

Answer 7

Product
Price
Place
Promotion

Question 8

Define Product

Answer 8

How digital is transforming the product or service

Question 9

Define Price

Answer 9

What is for free/paid for, sell content and services, sell customers’ information, sell space for advertising (display ads)

Question 10

What is Place?

Answer 10

Consumer behavior in different channels
Interaction of channels
Get data on specific touch points –> How to contact customers

Question 11

What is Promotion?

Answer 11

Personalization of communication
Two-way communication
Media-types

Question 12

Place: What are the 4 different channels? - Explain

Answer 12

Traditional
- Bricks & Mortar store

E-commerce
- Online Shopping

Multi-channel
- Various disconnected channels for customers to use independently

Omnichannel

• An integrated, seamless experience across multiple devices and touchpoints
• The customer experience across channels and the performance over channels are optimized

Question 13

Promotion: What are the different media types? Also, explain the different media types

Answer 13

Paid media
- Advertising: Paid search, display ads, affiliate marketing, digital signage

Owned media
- Digital properties: Website(s), Blogs, Mobile apps, Social presence

Earned media
- Partner network: Publisher editorial, influencer outreach, word-of-mouth, social networks.

Question 14

What is customer experience?

Answer 14

Customer experience is a multidimensional construct focusing on a customer’s cognitive, emotional, behavioral, sensorial, and social responses to a firm’s offerings during the customer’s entire purchase journey.

(Lemon & Verhoef)

Question 15

Explain the stages of the total customer experience: The customer journey (Lemon and Verhoef)

Answer 15

Previous experience

• Prepurchase
• Purchase
• Postpurchase

Current customer experience

• Prepurchase
• Purchase
• Postpurchase

Future experience

• Prepurchase
• Purchase
• Postpurchase

Question 16

What are the touch points of the customer journey?

Answer 16

1. Brand owned
   Loyalty program, direct marketing
2. Partner owned
   Jointly designed, managed and controlled by firm an partners
3. Customer owned
   Own needs/perceptions
   Choice of payment, deliver, etc
4. Social/external touchpoints
   Peers/influencers
   Review site/social media

Question 17

What is customer experience measurement?

Answer 17

Customer satisfaction

The loyalty of a firms customer relations (NPS)
- “How likely is it that you would recommend our product/company?”

Critical touch points

Question 18

What is customer experience management?

Explain the three aspect

Answer 18

Schmitt (2003) defines customer experience management as the process of strategically managing a customer’s entire experience with a product or company

Three aspects of customer experience management:

1. Customer journey and touch point design
   - Seamless experience across channels through channel integration
   - Self-service technologies
   - Better integration of channels
2. Partner and network management
   - Customer-coordination
   - Service-coordination
   - Firm-coordination
3. Internal firm perspective
   - Customer-centric focus
   - Multiple functions corporate to deliver a CX (marketing, IT, Operation, etc.)