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Week 4: Digital Marketing Introduction - Coggle Diagram
Week 4: Digital Marketing Introduction
Consumer in the Digital Age
Customer Journey
Digital age:
Must offers consumers a pleasant, seamless, and informative experience on their journeys
Must select the right communication strategy for the right consumer at the right moment
consider key characteristics and affordances of different digital channels and use them appropriately to create different funnels for different types of consumers
Traditional journey
Five stages: Consumers start with a set of potential brands and methodically reduce that number to make a purchase.
Customer Funnel
Traditionally,
as you move along the consumer journey, the size of the crowd gets smaller the deeper into the funnel you go
In the digital age,
Companies can find and precisely target leads with strong purchasing intention to skip the top haft of the funnel.
Customers are not uninformed, they are active, exposed to huge amount of information, more control during the process
A funnel
is a set of stages consumers typically go through on their journey from being a prospect to a customer
Moments of Truth
P&G’s 3-step marketing model
Stimulus: a trigger is activated within the consumer
First Moment Of Truth: brands fight begins
Second Moment Of Truth: real experience of the product after purchase
Circular consumer journey:
Initial consideration
Active evaluation
Closure
Post purchase
Customer Experience
2 components:
CX as a process
Interaction
CX vs DCX
Customer Experience (CX) covers anything from traditional customer service channels to new digital interfaces that people use to interact with companies
Digital Customer Experience (DCX) refers to all digital interactions between a customer and a company and the resulting impression that a customer walks away with.
It only focuses on the digital interfaces, including both front-end services and back-office process optimization that ultimately benefits customers
Managing the DCX
Focus on the holistic customer lifestyle.
Focus primarily on digital customer experience.
DCX applies to every industry that provides services to external users, as well as employees, partners or other users that interact with a company internally.
Age of customers
Customers choose when and how they interact with businesses, with high expectations of consistency, ease of use and personalization
Exceptional customer experience is a key differentiator in digital business.
User Experience
Is how a person feels while interacting with a company, especially in the context of a website, web application or other digital technology.
Marketing Technology Framework
A
marketing technology (martech) stack
is the group of technologies that marketers use to execute, analyze, and improve their marketing across the customer lifecycle
MarTech
is the blending of marketing and technology. It refers to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives.
Marketing Communication
Using traditional vs digital media
Marketing communication:
To reach potential customers through a wide variety of media channels.
Identify the right audience
Create the right message
Capture the right moment
Select the right channel
Media:
are mediums - any means a business uses to contact and communicate with its desired market segment or the market in general.
Traditional media
Digital media
Communication
is “A process by which information is exchanged between individuals through a common system of symbols, signs, or behavior.”
Traditional media
Types:
paid placement and unpaid placement
Pros:
Scale - reach a wide/large audience efficiently
Predictability – have a set of established standards, protocols, and processes
Control – over message creation and delivery
Cons:
High cost – limited amount of media space
Imprecise – difficult to target specific market segments
Inefficient – attention paid to media is not equivalent of attention paid to advertising messages
Ineffective – effect is difficult to measure
Digital media
Digital information and communication technologies (ICTs) dramatically changed the way we share information and communication with each other
Types:
digital mediums, digital information and content,
digital interfaces, digital platforms
Impacts:
Traditionally, advertising = broadcasting
In the digital world, advertising = matchmaking
Objectives:
Introduction to Digital Marketing
Differentiate traditional and digital media
Activity: customer experience and journey map
