Ch 3

Community

*Allow customers to interact *Use corporate and professional blogs *Engage in Crowdsourcing. Basketball player Steph Curry may be more influential on Twitter than the firms he tweets about, like Under Armour

commerce

*Desktop usage is greater, and conversion rates higher, for online purchases. *The most loyal customers use multiple channels. *Customers want a range of online purchase options. To stimulate sales, *E.gSephora encourages customers to sign up for its loyalty program and create a Beauty Insider account, a mobile version of its loyalty program

The Network Affect,

*Outcome in which every post is spread instantaneously across social media. *If Katy Perry tweets a close-up of her eyelashes, lengthened using her favorite CoverGirl mascara, CoverGirl will have instantly reached all her millions of followers.

core goal

*The basis of any marketing strategy is its goals. *Determine specific goals. *Walmart's site ,alternatively, it may be to educate the customer (or potential customer) about the product, such as by introducing a new offering using appealing, engaging content

The Dynamic effect

*the way in which information is exchanged to network participants through back-and-forth communications *how people flow in and out of networked communities as their interests change

7C Online Marketing

Core Goals, Content, Context elements, Community, Communication Commerce Connection.

context elements

Design and Navigation. Must be aligned with target market. Walmart website encourages customer to shop online bc it is easier.

Experience the Product or Service

Directly or indirectly Sephora maintains its own YouTube channel with dedicated videos that encourage customers to experience specific product lines, such as the "Kat Von D playlist."

The 4E Framework for Digital Marketing

Excitement, Eduction, Experience and Engagement.

Educate the Customer

Golden Opportunity, Educate them about the offering. E.g using 12 different shape of lemon when they are looking for Breast cancer.

Engage the Customer

Mayfair uses mobile app to engage customer to view in room feature.

Excite the Customer

Offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers. staple provide coupon to customer based on their previous purchase

connected effect

an outcome of social media that satisfies humans' innate need to connect with other people. Mr. clean ad on Valentines both share chores.

Information Effect

the outcome of social media in which relevant information is spread by firms or individuals to other members of their social network. E.gBMW gains information about visitors to a Chinese social media site to target advertising to them.