BSB126 Chapter Notes - Chapter 2: Customer Engagement, Sysomos, Urbanspoon
Chapter 2: Digital Marketing
- Three types of digital consumers (age-based)
oDominant digital – looking to proactively use the internet at every opportunity
oHybrid digital – functional approach to internet use to facilitate better perceived
outcomes
oReluctant digital – have to use internet but don’t actively seek to use it
- Four types of digital consumers (psychographic-based)
oEfficiency experts – sees the adoption of digital devices and services as a way to
make life easier
oContent kings – dedicated gamers, newshounds, movie buffs, music lovers, and T.V.
series fans
oSocial butterflies – cannot imagine being unable to instantly access their friends
oConnected maestros – combines behaviours of content kings and social butterflies
(e.g. bloggers, video creators etc.)
- Digital consumer elements
oTransparency of information and ubiquity of access
oPersonalisation
oLoss of control over brand interaction
- Consumer interconnectedness
oDesire to be connected all of the time with their device, their friends, and their
work/study in social and non-social environments
- Monologue – marketer to consumer
- Dialogue – marketer to consumer, consumer to marker
- Trialogue – marketer to consumer, consumer to consumer, consumer to marketer
- Internet has led to an increase in tension between the consumer’s desire of individualistic
brand/consumption experiences and a need for new forms of sociality and empowerment
around brands/consumption
- Major changes
oTransparency of information (product, price, and promotions)
oPersonalisation and customisation
oLoss of control over brand interaction
oDemand for individualisation of exchange
oDemand for relevant active interaction
find more resources at oneclass.com
find more resources at oneclass.com
- Major digital elements
oInteractive and operate on a real-time basis
oSocial media
Content distributed through online technologies to facilitate interactions
Dominates online environment
Consumers able to share thoughts with company and peers
Traditional marketing tactics no longer sufficient
4E framework for social media marketing
Excite
oApps/games
oCommunicate deals through Facebook, Twitter etc.
oOffer must be relevant (personalised offers)
oLocation-based software (Google maps, Foursquare,
Shopkick, SCVNGR, Yelp, Urbanspoon etc.)
Educate
oClear call to action
oAbout reminding people of what they already know
oBlogs, HubSpot, YouTube, Reddit etc.
Experience
oCommon for products only sold online
oDownloading a chapter of a book before buying, listening to
section of song before buying
oReview sites
Engage
oFirst three Es ‘set the stage’
oEngagement = action
oBlogging allows customers to engage with firms
oPositive engagement = profit
oWebsites
Interactive, engaging, and social resources
oSearch engines
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Digital consumer elements: transparency of information and ubiquity of access, personalisation, loss of control over brand interaction. Consumer interconnectedness: desire to be connected all of the time with their device, their friends, and their work/study in social and non-social environments. Dialogue marketer to consumer, consumer to marker. Trialogue marketer to consumer, consumer to consumer, consumer to marketer. Internet has led to an increase in tension between the consumer"s desire of individualistic brand/consumption experiences and a need for new forms of sociality and empowerment around brands/consumption. Major changes: transparency of information (product, price, and promotions, personalisation and customisation, loss of control over brand interaction, demand for individualisation of exchange, demand for relevant active interaction. Major digital elements: interactive and operate on a real-time basis, social media. Content distributed through online technologies to facilitate interactions. Consumers able to share thoughts with company and peers.
