Digital Exam 1
Social publishing
Blog websites allow anyone to publish content online and build an online audience. Such individual publishers are challenging traditional magazine and newspaper publishers. Consumers can also aggregate content through creating their own magazine within apps such as Flipboard
Active opt-in
Pre-ticked opt-in boxes are invalid - use unticked opt-in boxes or similar active opt-in methods (e.g. a binary choice given equal prominence).
Monologue
"a long, tedious speech by one person during a conversation
The three Components of Display advertising
(1) The Display Network (2) Publishers (3) Advertisers.
pricing strategy
(1) price transparency (2) downward pressure on pricing (3) the introduction of new price formats such as auctions (4) dynamic pricing
Live chat
A customer service representative uses synchronous instantlive messaging to communicate with a customer.
CAN-SPAM Act
A federal law that placed guidelines on mass commercial emails. penalties of up to $51,744
Dialogue
Email, social media and live chat technology allow brands to engage in a one-to-one
Social commenting in blogs
A firm's blog can act as the hub of a firm's social media strategy. Firms can encourage comments to stimulate discussion, while also linking to other blog sites.
Granular
Give granular options to consent separately for different types of processing wherever appropriate.
AIDA Framework
Awareness (Cognitive stage), Interest, Desire (Both Affective stage) , Action (Behavior stage)
Sales Promotions
Awareness: Some what Effective Interest: Some what Effective Desire: Very Effective Action: Very Effective
Digital Marketing
Awareness: Some what Effective Interest: Very Effective Desire: Very Effective Action: Some what effective
Personal Selling
Awareness: Some what Effective Interest: Very Effective Desire: Very Effective Action: Very Effective
Advertising AIDA Model
Awareness: Very Effective Interest: Very Effective Desire: Some what Effective Action: Not Effective
Public Relations
Awareness: Very Effective Interest: Very Effective Desire: Very Effective Action: Not Effective
Continuity
Communications are connected and consistent through time
Unbundled
Consent requests must be separate from other terms and conditions. Consent should not be a precondition of signing up to a service unless necessary for that service.
4Cs
Consistency, Coherence, Continuity, Complementary
sound marketing research
Decisions on products should be based on the needs and wants of customers and should be derived from sound market research
WSJ Video on hot new job in AI
Prompt engineering—crafting the sharpest queries to get the best answers out of ChatGPT or another generative AI chatbot—is a new type of job. That pay you $250K
QQ Chinese App
QQ instant messenger may look like an online dinosaur compared to its sister Chinese network WeChat. It's like snapchat.
Disintermediation
Removing the middleman to deal direct with customers. This avoids the use of agents, distributors and wholesalers. This can somewhat create channel conflict as the middleman feels added pressure
Social search
Search engines are becoming more social with the ability to tag, comment on results and, most recently, vote for their relevance.
5s Strategy
Sell, serve, save, sizzle, speak
The importance of sound marketing research for digital marketing decision marketing
Such research can be used as feedback to modify or change any existing products or develop new products. There are many alternatives for varying the product in the digital environment. Digital-related product decisions can be divided into decisions affecting the core product, the actual product and the augmented product.
Complementary
each channel links well and has synergy
Earned Media
earned media involves word-of-mouth that can be stimulated through viral and social media marketing, and conversations in social networks, blogs and communities. It's useful to think of earned media as the sharing and engaging with content developed by a range of actors including publishers, bloggers, influencers and customer advocates. Earned media includes the various forms of conversations between consumers and businesses occurring both online and offline.
Digital Media
electronic devices and media platforms such as computers, cell phones, digital video, social networking sites, the Internet, video games, and virtual worlds that allow users to create, communicate, and interact with one another or with the device or application itself. Search, content, and social media
opt-in
email addresses should be obtained directly from consumers along with their permission to email them promotional messages
Outbound email marketing
email campaigns that are used to encourage consumers to trial or purchase products or services and as part of a customer relationship management (CRM) programmed
Inbound email marketing
emails from customers that are managed as a form of customer service
Programmatic Ad
means automatic buying or automated buying. refers to any ad space bought automatically on a web page, through either real-time bidding for the space or buying it directly.
Shared Media
media shared by consumers with other consumers, such as social media, blogs, mobile media, and viral channels as well as traditional word of mouth
pull media
media where people are more in control of that content that is received, for example digital marketing activities such as, search, content, and social media marketing.
Consistency
multiple messages support and reinforce and are not contradictory
Forms of Communication
one to one, one to many, many to many
Social knowledge sharing
these include question and answer sites such as Yahoo! Answers, Stack Overflow, and Quora. Wikipedia can also be added to this list. Businesses should aim to exist to solve consumer or client problems. Such websites provide any firm the opportunity to engage their audiences by solving their problems and subtly showing how their products have helped others
Semiotics
the study of meaning and meaning-producing events
Social niche communities
these consist of communities and forums independent of the main networks, although these do support sub-groups. Individuals can create their own community this way. There are many thriving niche communities. For example, there are many popular luxury watch forums where watch enthusiasts can meet and discuss new models.
Social commerce
this involves reviews and ratings of products/services in online review sites (e.g.TripAdvisor.com) or within e-commerce sites (e.g.Amazon.com).
price transparency
this is a measure of consumer behavior that indicates the change in demand for a product or service in response to changes in price. Elastic or Inelastic
Reintermediation
this is the emergence of new types of middlemen who are brokers, such as flippa.com, which unites buyers with sellers to buy and sell websites and other digital property.
Info mediation
this is where middlemen can offer data or information to benefit customers and suppliers.
SSP (Supply Side Platform)
A tech platform used by publishers to programmatically sell inventory and optimize pricing, yield and audience reach for a pool of potential advertisers. Asking question like "Have I seen this consumer before? or "What does my data provider have to say about this consumer?"
Social customer service
Many firms are using online platforms such as Twitter for customer support or developing their own online forum for support. Some brands will get involved in consumer created forums to also offer support. Additionally, firms can utilize private (closed) Facebook groups for customer support
Social Messaging
Messenger platforms including Facebook messenger, WhatsApp and Snapchat can be used for private messaging between consumers and between consumers and firms
Named
Name your organization and any third parties who will be relying on consent - even precisely defined categories of third-party organizations will not be acceptable under the GDPR.
one to many
Only the brand sending message to the customer
Traditional media
TV, outdoor media, print and radio
Easy to withdraw
Tell people they have the right to withdraw their consent at any time, and how to do this. It must be as easy to withdraw as it was to give consent. This means you will need to have simple and effective withdrawal mechanisms in place.
Actual
The actual product refers to them physical product, design and branding
virtual influencers
The adoption and spread of any new product or service soften dependent on the initial adoption by key online influencers (also known as: connectors or key opinion leader) Also influencers can be made by AI
Augmented
The augmented product refers to additional services and benefits that are developed around the core of the product
Core
The core product refers to the main product purchased by the consumer to fulfil their needs.
Social networks
The core social platforms in most western countries where individuals interact through social communities include, Facebook and Instagram for consumer audiences, LinkedIn for business audiences, and Twitter for news and information sharing
Message
The message is information that is sent in either a verbal, written, visual or audio form to the recipient.
Visual Search
The next generation of a feature called Scan can identify similar clothes, dog breeds, plants, cars, and more. It's on snapchat.
Real Time Bidding (RTB)
The process of obtaining digital inventory from multiple publishers on an impression by impression basis, getting the best possible CPA
Social streaming
These rich media social websites allow consumers and brands to share video, photos and podcasts. Such sites (including YouTube and Twitch) allow individuals and brands to stream live, while engaging with their audience through answering individuals' questions
Source
This element refers to the 'information source', which produces a message or multiple messages to be communicated to a receiver.
Sender
This element refers to the 'transmitter', which operates the message in some form.
Receiver
This element refers to the person (or subject) that inverses the operation of the transmitter. The receiver reconstructs the message including their own interpretation and experiences.
Paid Media
This is bought media (hence paid) where there is investment to pay for (1) visitors, (2) reach or (3) conversions through search, display ad networks or affiliate marketing.
Owned Media
This is media owned by the brand itself. Within the online environment this includes a company's own websites, blogs, email list, mobile apps and to some degree their social presence on Facebook, TikTok, Twitter or any other social network. Social presence is a debated owned media as in reality the social networks own this media, while consumers can shape the sentiment
GDPR (General Data Protection Regulation)
Unbundled, Active opt-in, Granular, Named, Easy to withdraw
Social bookmarking
bookmarking sites such as Reddit provide consumers with interesting content on a variety of topics that they can comment on and up vote if it is an interesting article within a particular topic area. Brands can engage in such sites by posting valuable content for a thriving community of interested consumers
push media
communications are broadcasts from an advertiser to consumers containing a message, in which consumers are passive recipients.
Coherence
different communications are logically connected
important of first party data vs third party data
first-party data gives you a competitive advantage since your company maintains exclusive ownership of it. It's also more relevant and accurate than third-party data since it provides data that your existing prospects and customers have willingly given directly to you
Demand Side Platforms (DSPs)
is a fully automated piece of software that bids on impressions from an ad exchange. This removes the need for human sales people, negotiation skills and a huge amount of time as the decision to bid on an impression is made immediately, and simply the highest bidder wins.
ad exchange
is a platform that auctions off the available ad space to the highest bidder.
Display advertising
is still often referred to as banner advertising, however practitioners, publishers, advertisers and agencies
Remarketing
is the practice of displaying advertisements to website users who have already visited a particular website. In the Amazon.com example, a web user visited the Amazon website and was then shown an advertisement on three subsequent websites for the exact product
Double opt-in
takes the extra step of sending a confirmation email, and only adds the subscriber's email address to the list when the user opens a confirmation email and clicks on a link to confirm their desire to be added to the list.
many and many
the brand and customer sending message to internet platforms and receiving back a message. Only context don't get a message.
one to one
the brand and the customer sending message back and forth
ad networks
use a bidding system, similar to the placement of ads on search engines.
Trialogue
where there is interaction between the firm, customer and other customers facilitated through online communities, social networking websites, review sites and discussion comments
digital natives
young people who have grown up using the internet and social networking or social media that specific to you.