Test

Generation C

born after 1990

Early Majority ( Adopter Categories)

Deliberate before adopting- active blog readers who like to gather evidence before deciding 34 % of adopters innovation

The scope of consumer behavior between consumer experience and consumer learning model:

Desire: Problem recognition Acquisition: Search, Shopping, Decision Making Use/Consumption: set-up, prep Disposal/Disinvestment: Discarding, reusing

Typology of consumer communication in the digital age

Power has moved from company to consumer and we have seen an increase in consumer power through social media. Its central focus is how communications have moved from business to consumer (B2C) to consumer to business (C2B) and consumer to consumer (C2C)

We often refer to the digital marketing industry as a

landscape - or an electronic place in which consumers spend their time engaging with content as well as buying goods and services. Two critical factors in this environment are ubiquitous computing and micro-influencers.

In domestic situations we are already witnessing the start of how the Internet of Things is developing, with devices like

like Google Home or Amazon Alexa that can connect to lighting, heating and security within a house.

Activists (consumer communication)

" activists can still seek redress from the courts for specific remedies, their messages can be shared using hashtags and the cost of the legal fees could be crowdfunded. " 3rd party consumer protection agencies, firms, C2C

"Moments of truth"

"all points of customer interaction "

Social Networks (consumer communication)

"Social media facilitated this content to be imparted to a wider audience online. This model also considers word of mouth (WoM), from a positive and negative perspective." C2C, F2F social network, social media platform

Irates (consumer communication)

"may have previously taken forms of direct action to gain attention and ensure their point of view was heard" F2F social network, C2B, social media platforms

Voicers ( consumer communication)

"share opinions more easily via social media, instead of a binary consumer to business route." complaints and compliments -F2F survey response, company website ect. , Phone letter C2B

Blockchain

-A blockchain is a distributed database so no one person or organisation stores all the data, it is securely shared over several systems, records all actions and is open for verification -Blockchain was initially aimed at securely recording all Bitcoin transactions but its usefulness on a wider scale for 'interorganizational cooperation' was realized

definition of consumer

-A person who purchases goods and services for personal use. -A person or thing that eats or uses something

A Blog page brings specific benefits:

-Blog pages are recognized when they are updated -Once the content has been created, it is always there. -Blogs provide more opportunities for keywords and key phrases to be included within the blog post. -Blog posts can be shared many times. -Blog posts can be updated, which signals the strength of a specific post to search engines, such as Google, which can re-index or prioritize the post for searchers.

Two of the main data specialists are...

-CACI -Nielson

News Feed Aggregators

Blogs and content in one location for easy viewing example Google News

IRL

In Real Life

rules of engagement online communites

● If you already have an online community or have decided to establish an online community, the next stage is to manage the community. ● Managing the community doesn't mean controlling it, but it does mean responding to queries, providing information and supporting any brand ambassadors who are answering questions on your behalf. ● Managing an online community requires resources in terms of people, time, technology and finances. One query to be addressed from the start is whether to have real people and real names as the community managers, or whether to have pseudonyms or nicknames.

community management

● Understanding customers needs ● Working with them to create new products (co-creation) based on those needs ● Launching the new products within the community ● Managing issues before they become major headaches ● Sharing news with the community ● Co-creating content, products, promotions and more ● Listening to customers' news - good or bad ● Monitoring your brand ● And responding to your customers online

content guidelines

● include details about the editorial style and brand voice. Larger organizations have instructions on use of abbreviations and grammatical norms, such as the use of active or passive voice. -This may include the use of templates to ensure everyone includes at least one image in a blog post and specific keywords. ■ It is important that the guidelines are created, shared and understood from the start so that content created by anyone in the organization follows the same style.

Bitcoin

-In 2009 a new form of digital currency was introduced to the world, a cryptocurrency called Bitcoin. -Created anonymously, it works on the basis of peer-to-peer financing. There are no banks, no third parties, no bank vaults, no cash machines involved with Bitcoin. -Bitcoins are stored in a digital wallet which is kept on your computer or stored in the cloud. You buy or sell Bitcoins on Bitcoin exchanges, such as Coinbase and Gemini Exchange. -You can buy Bitcoins in any currency and transaction fees are smaller than standard currency exchange rates, which makes them popular for large overseas payments.

The dark side of Internet of Things

-Information Misuse -Privacy Issues -Switching Barriers -favoritism or discrimination -Unfairness -Dishonesty -Financial Penalties -Confusing customers

Brand marketers can employ micro-influencers to promote and increase product and brand awareness specifically to:

-Seed products -promote sample products -share unbox videos -create how to videos -develop day in the life of -share trending content -attend events -promote discount codes -host product competitions

There are drawbacks to blockchain technology too:

-supercomputers use a lot of energy; some say as much as a small country. -The database keeps growing and it is getting slower; if you make a mistake, it can't be changed. -Once content is added, it can't be corrected - while that has advantages, it is also a disadvantage. It is also complicated and will take time to be used routinely by many major companies.

The five stages of Information Processing addresses the strategic issues to consider when creating a website. The five stages are the following:

1. Exposure: This is ensuring the web visitor is exposed to the website for long enough to absorb the content. 2. Attention : These are physical factors such as movement and intensity that attract attention when visitors are on a website. 3. Comprehension and perception: This is how visitors understand on-page content. 4. Yielding and acceptance : These are ensuring the web visitors accept (believe, trust) your information so the visitor stays on your site or proceeds to the next step. 5. Retention: This is getting visitors to remember and return to your website.

7 Building blocks of HoneyComb Model

1. Identity 2. Presence 3.Relationships 4. Reputation 5. Groups 6.Conversations 7. Sharing

Advantages of Email Marketing

1. The email or content is delivered directly to the consumer's mobile phone or desktop and - unless it's spam - it is not intercepted by a third party. 2. The email process provides key metrics, so that you can see: who opened the email; how many times they looked at the message; if they clicked on any links; and whether they shared the email; and if the email generated the required conversion. 3. Email is easy to share, as consumers can click on the forward button and send immediately to a friend or colleague. 4. Email can be tested so you can try to see whether image A or image B, or subject line A or B, works more successfully. This is also known as A/B Testing. 5. Email management tools can be automated so that they send 10% of an email with subject line A and 10% with subject line

Technology acceptance model can be applied to the introduction of new apps, devices and systems. The model considers positive attitudes towards two specific measures:

1. perceived usefulness 2. perceived ease of use

TAM (Technology Acceptance Model)

1.External Variables: group training/user guides 2.Perceived Ease of Use and Perceived Usefulness 3. Attitude Towards Using 4. Behavioral Intention to Use 5. Actual System Use

All digital disruption is driven by technology as it becomes smaller, faster and easier to access. examples of technology-driven disruption include:

1995: Amazon disrupted traditional book selling market 1997: Netflix disrupted traditional video-hire market 2008: AirBnB disrupted the accommodation sector 2009: Uber Disrupted Taxi Service

There are opportunities to use blockchain technology for:

Medical Records Education and Data Training Property Records

Web Cookies

A web cookie is a small piece of data that is stored temporarily or for a period of time on your device when you have visited a website. a) session cookies, which are temporary whilst you are browsing and do not store your data (b) persistent cookies, which remember who you are. Persistent cookies remember usernames and passwords, automatically login to websites and recall what is in your shopping basket."

Innovators (Adopter Categories)

Active innovation seekers, often buying the latest gadget - who in the class has a pair of Snapchat spectacles? 2.5% of adopters of innovation

Generation X

Mid 1960 to late 1970/early 1980's

Strategic content building blocks follow the customer journey of:

Awareness Conversion Retention

Digital Natives

Born after 1980

Digital Immigrants

Born before 1980

micro-influencer

Carol Scott, a director of marketing at a specialist influencer company describe micro-influencers as everyday individuals with small dedicated followings online -A new type of opinion leader -These are people who we trust and often look to for product reviews and advice on purchasing decisions. Because of their smaller following, we do not see them in the same light as larger influencers and companies know this. They may be hired by companies for pay, given products for free to review, or be given support by their followers.

Paid - Bought media

Content that the organization has bought to place, such as advertisements (whether this is via pay per click or on social media), is in this category. It may include sponsored posts and has grown, based on the ability to target specific user groups.

third-party help to remove unwanted content

Digital Tool Online Reputation Management

Traditional: Door to Door Sales People

Digital: Email Why- The expense and now we can personalize offers to existing customers via email

Traditional: PR

Digital: Online PR, blogs Why- decline in newspaper, magazine sales, and staff. Online PR makes process easier

Traditional: Directories like Yellow Pages

Digital: Search Engine Marketing Why- default is to search online and voice search is growing

Traditional: Community Groups

Digital: Social Networks Why- we live in a mobile world/people move from home towns for jobs

Traditional: Company Brochures

Digital: Websites Why- agile and easier to change when needed

Traditional: Newspaper and Magazine adverts

Digital: online adverts, social media, PPC Why- Easier to target people online

customer journey can be

Downloading a brochure Signing up for a newsletter Filling in a form Submitting information Registering interest or support

Customer-Centric IoT

Ecosystem: Open-Networks, Closed Systems Interactions: Business/Utility, Consumers

Digital Toolbox

Email, Websites, Online PR, Search Engine Marketing, Blogs, Social Network, Social Media Advertising

Digital disruption has taken place in many industries from...

Healthcare, Retail, Tech, Automotive, Logistics, Oil and Gas, Pharma, Equipment, Media, Financial Services, Consumer Products ect.

2005

Facebook Launches first social media advertisement

creative distruction

Fastest Substitution -there are few challenges to the new tech and few opportunities for the old tech, resulting in fast substitution Examples: -16 GB VS 8 GB Flashdrives -Inkjet printers vs dot matrix printer

2004

Firefox launched, Facebook Launched

2008

Google chrome browser launched

1997

Google released, first blog launched, first mainstream social networking site,

robust coexistence

Gradual Substitution where the old tech fights back and brings out alternatives and gradual substitution takes place Example: Cloud Computing vs Desktop Computing in the 1990's

1996

Hotmail launched free email service

Perceived Ease of Use

If the application is too difficult to use, the benefits may be outweighed by the effort of using the application

Diffusion of Innovations

In 1962 Everett Rodgers published a book Diffusion of Innovations, which was based on the two step flow of communications and explored the conditions that increased or decreased the likelihood of product adoption. The model is based on how a product gains momentum and spreads or diffuses in a group. There are five adopter categories: 1.Innovators 2.Early Adopters 3.Early Majority 4. Late Majority 5. Laggards

IIOT

Industrial Internet of Things: "considers IoT on an industrial scale, where, within towns and cities, different elements are connected, such as traffic lights and pollution sensors, drains and surface water output, outdoor temperatures and heating systems."

2002

LinkedIn Launched

2003

MySpace Launched

"NPS"

Net Promoter Score : single-question survey asking customers how likely they are to recommend the product or service

Early Adopters ( Adopter Categories)

Opinion leaders who are happy adopting new products, seeking information before others - whose opinion do you seek in class when buying gadgets? 13.5 % of adopters innovation

Types of media

Paid media = bought Owned media = controlled Shared media = borrowed Earned media = won

content calendar

Plan content around key events in the industry or important dates. See where there are gaps in your content plan, with plenty of warning to create more content. Make sure the content is ready in plenty of time

Customer service encounter phases

Pre-core service encounter - the time before the main service where the customer engages with the firm and seeks information such as online reviews. Core service encounter - the time at which the primary service is provided. Post-core service encounter - the time after the service has been received where the consumer reflects, assesses the service and may complete online feedback.

Benefits of online communites

Product discussions Tools to influence sales Interaction between customers and non-paying customers Passive engagement is an effective marketing tool Positive brand exposure is achieved via followers

Late Majority (Adopter Categories)

Skeptical and nearly the last to adopt- they may still own a feature phone 34 % of adopters innovation

robust resilience

Slowest Substitution where old tech fights back and new tech challenges bringing gradual substitution Example. Electric Cars Vs Gas Fulled Cars

customer journey stages

Stage 1 is the pre-purchase, where customers interact with the brand. - search and consideration Stage 2 is the purchase, which concerns all customer interactions during the purchase: the online user experience, ease of purchase, delivery choices and confirmation of delivery if relevant. Stage 3 is the post-purchase, which, according to Lemon and Peter Verhoef, comprises behaviours such as usage and consumption - you bought it but did you use it? Did you leave a review? Sign up for the newsletter? Share the purchase with friends?

Illusion of resilience

Stasis followed by rapid substitution where new tech moves in with few challenges Example: GPS navigators vs Paper Maps

TAM

Technology Acceptance Model

The General Data Protection Regulation (GDPR)

The Regulation means that organizations can only contact consumers if they have explicitly given consent, so if you have allowed a company to contact you about an online sale and they contact you about a totally different subject, the law is being broken

There are experiments taking place at the moment to see how this type of disintermediation can work. The benefits of the DLT are (BLOCKCHAIN)

The benefits are: -One single person does not control all the data -Data sets are portable -Records are transparent -Greater data integrity as records cannot be changed later More efficient system

Second screening is also referred to as dual screening

The concept occurs when someone watches a TV screen (or streams a program via Netflix on their laptop), while Facebooking friends on a second device such as a mobile phone or a tablet. Marketers can take advantage of this trend because consumers tend to search for content mentioned on the program with their second device.

Online customer service experience (OCSE)

The functionality elements are a useful checklist for overall website usability: ease of use; communication; social presence; product presence (product images and descriptions such as 'look inside'); and interactivity

2006

Twitter Launched

Journey Mapping

The process was to map, score, analyse and provide feedback about a programme and the key factor was using a visual representation of the journey or process.

Meme

The word meme was coined by Richard Dawkins in his book The Selfish Gene. He described a 'new kind of replicator' as we are sharing more and more content. As a result he sought a word to describe this 'cultural transmission' and started with the word 'mimeme', which was based on 'imitation' but he wanted a shorter word so abbreviated this to 'meme', adding the comment 'it should be pronounced to rhyme with "cream"'

Email management tools can be automated so that they send 10% of an email with subject line A and 10% with subject line......

Then the email that is most successful based on your goals is sent to the remaining 80% of your list.

Social media companies including Facebook, Twitter and Google gather big data. They have your personal profile details and can see your buying behavior.....

This can be overlaid with additional data from third-party sources. This data is fed back to data specialists where the data is integrated, to better inform market research companies

PR is a catch-all term that tends to represent both public, press and media relations.

This has evolved over time from typing, printing, and posting news releases to local papers, to an online system of identifying relevant news outlets and sharing content; from meetings with key journalists to place important stories about the organization, to identifying online influencers and trying to manage the online message.

Full content inventory

This is a large task and could take some weeks to perform as a full content inventory is a complete listing of every content item that can be found across the organization's owned and earned media. This may include all pages as well as all assets (such as downloadable files and videos). This is normally required where a major review is taking place.

Content sample

This is a less detailed collection of example content from specific sources, such as a website. This is often requested based on a specific requirement, such as a new website.

Partial content inventory

This is a listing of a subset of the organization's owned and earned media. A partial inventory may include, for example, the top few levels of a website or the past six months of articles.

Owned - Controlled media

When the content is controlled and managed directly by the organization, such as their websites and email communications, this is owned media. As the organization owns and controls this media it is considered less authentic by customers.

Earned - Won media

Where content is created by customers, fans and sometimes unhappy customers who are seeking resolution to a situation.

Shared - Borrowed media

Where content is placed on third-party sites, such as social media platforms, organizations are sharing someone else's platform. This a new addition to the model and is based on social media sites such as Facebook who are showing users less and less commercial content. In some cases, the only way that users see commercial content is if it is sponsored or paid for.

content building blocks

Words Images Interactive Audio and Video ----all drive awarness

SERVQUAL

a model for measuring service quality

content marketing

a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.

sentiment analysis

a technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products

Distributed Ledger Technology (DLT)

aka blockchain

Nielsen

another major data specialist, which has amassed data on consumers in over 47 countries.

Online communities

are aggregations of people who share a common interest and communicate through electronic mailing lists, chat rooms, Internet user groups, or any other computer mediated mechanism

content building blocks

are guidelines needed when launching a new brand or product and trying to improve brand awareness. The critical factor to remember is that content is not all about words. Images, audio and video have become increasingly important as Google has invested in image and voice search.

Opinion Leaders

are informal experts who carry out research and whose knowledge is valued amongst family, friends, and followers -key in spreading the word about new products and services -need access to mass media and have to be accessible -more cosmopolitan than their followers -generate income based on following

Citizen Journalists

are ordinary people who can contribute to the process of news production and distribution by promptly posting and spreading what they know. Through social media we all have the opportunity to be citizen journalists

Personas

are representations of archetypical users; they bring people to life. The team at Hubspot has created an online persona builder. It takes you through a series of questions and, at the end, your persona is created. It is fairly basic, but a good place to start. Visit www.makemypersona.com

Prosumers

are when the 'producer' and the 'consumer' are combined For example, Wikipedia and user generated content is an instance where the consumer can become the producer

Internet of Things (IoT) has developed dramatically in healthcare and medical devices, such as

as pacemakers that can be adjusted while the patient is at home and the cardiac consultant is in their office.

Developing a content marketing strategy requires an understanding of the fundamental purpose as to why the content is being created.....

behavioral essential strategic targeted vividness Interactivity

Google Generation

born after 1993

Baby Boomers

born between 1946 and 1964

Net Generation

born between 1982 and 1991

Generation Y

born bewtween 1981 and 1999

Millennials

born in or after 1982

Digital Disruption

can be described as major marketplace changes or sector transformation, following the application of technology. -Digital disruption started with the introduction of the internet and initially we had 'brochureware sites' often described as 'the communication of basic Web-site content' -We gradually moved into online shopping, and today Amazon has extended the disruptive shopping experience with the ultimate disrupter - the Amazon Dash Button, where shoppers simply press a button to order specific products. -New technology is created to ease the online shopping experience for consumers. We can see this in virtual voice assistants like Amazon's Alexa as well.

content audit

content inventory is the action of checking all the organization's content online and compiling it into a large list. ● This takes place for two reasons: either (a) the need to check that the brand is consistent across a range of platforms or (b) for search engine optimisation analysis. ● Whatever the purpose, the activity can take some time and effort and needs to be carefully considered as to who will carry out the work, where the data will be stored and how the data will be used once gathered.

Blog content should echo the

corporate culture, so that the same message is communicated, which means that the context or topic should be relevant to the target audience.

Honeycomb Model

created to explain social media to businesses. These seven elements or 'building blocks' were intended to help managers in organizations understand their audience and address their specific needs.

CX

customer experience

Content can be planned on a

daily, weekly, monthly, or quarterly basis depending on the industry sector.

1989

demonstration of the world wide web by Tim Berners Lee

Liquid consumption

describes customer's desire for digital ownership of items rather than tangible For example, owning e-books rather than hard copies shows this desire for digital ownership

Big Data

describes large data sets that may be analyzed to reveal patterns, trends, and associations, especially relating to human behavior and interactions.

Hedonic consumption

designates facets of consumer behavior that relate to the multi-sensory, fantasy, and the emotional aspects of one's experience with products. A hedonic consumer is a consumer who gains happiness from acquisition. An example of a hedonic good would be designer clothes, sports cars, luxury chocolates.

Buyer Journey

earliest phrases used, but considered the consumer only as a buyer. Buyer journey is more often used in commercial settings where the goal is simply a purchase

IoT (Internet of Things)

ecosystem in which applications and services are driven by data collected from devices that sense and interface with the physical world. Devices and objects have communication connectivity, either a direct connection to the internet or mediated through local or wide area networks

The right to be forgotten

enables individuals to remove unnecessary personal data from search engines

1971

first email sent

1993

first web crawler created, first graphical browser

Opinion formers

formal experts. They work in this area, may be qualified or professionally trained and have specific specialized knowledge about the subject

Utilitarian benefits

have been described as the functional, instrumental and practical attributes of the item. Utilitarian goods meet the consumer's basic needs.

1995

internet explorer launched

Showrooming

involves searching in store and buying online Shoppers frequently search for information in stores and simultaneously search on their mobile device for coupons or offers and may find more attractive prices from other retailers.

Webrooming

involves searching online and buying in store The opposite of showrooming also occurs, which is now referred to as webrooming, where shoppers seek information online and buy offline. In the past, this was found to be a dominant form of researching for large purchases.

long-tail keyword

is a longer set of words. Instead of searching for a single word or phrase, we build a much longer tail

disintermediation

is about removing the middle man or the intermediary. Researchers Manjit Yadav and Paul Pavlou suggested that disintermediation was 'the elimination or significant curtailment of the role played by intermediaries

Vividness

is concerned with the richness of online sensory characteristics and how far technology can stimulate multiple senses

Ubiquitous computing

is not a specific technology, but a scenario in which computers become more numerous and fade into the background, providing information to users and embedding intelligence and computing capabilities in seemingly everyday objects.

Interactivity

is the extent to which users can participate in modifying the form and content of a mediated environment in real time

customer journey

is the process customers take when searching for an item and this concludes with a post purchase experience. This process occurs offline as well as online. It can be broken down into three stages.

Recently the term 'fake news' has become increasingly popular, but it is not a new concept. Fake news is

just another name for propaganda or misinformation.

1994

netscape browser launched, development of first popular search engines ie. Yahoo ,

The increase of internet speed has further impacted our lives, with the rollout

of broadband at consumer rather than business level, which enabled faster and easier access for mass markets.

Perceived Usefulness

people will use an application that they feel will help them perform their job better

1990

public release of the world wide web and first search tool for the web was created

5 main framework elements that make up a strong content marketing strategy

purpose and goals, audience, story, process, and measurement.

The internet has evolved from

super-slow dial-up to super-fast with data being retained and easy to access.

Laggards ( Adopter Categories)

suspicious of inventions and only adopt when no choice-perhaps the one remaining lecturer with no mobile phone 16% of adopters innovation

Web scraping or harvesting means

taking data from websites without the owner's permission. It works by using web scraping software to visit websites, identify email addresses and add to a local database. The database is typically sold on as 'new data' and those making the purchase might think these companies have permission to sell the data.

The term 'ubiquitous computing' was originally coined by Mark Weiser, who was head of

the Computer Science Laboratory at the Xerox Palo Alto Research Center (PARC) in 1991. ....At that time, Weiser commented that in the future there would be computers everywhere and we would not notice their presence; they would just be there.

tie strength

the nature and potency of the bond between members of a social network

As a company, Blockchain is promoting itself as

the world's leading software platform for digital assets' and has secured funding from major investors including Google's Venture Capital company Lakestar and Sir Richard Branson.

Alternative Facts

think kellyanne conway

content marketing strategy

to recognize the place of content within the organization. Two critical factors in this strategy are personas and content building blocks.

trolling

upsets people on the internet intentionally

The channels also needed a connection to the content, as well as the audience, who might utilize

utilize offline as well as online channels. This means ensuring the content is appropriate for the channel used.

snackable content

visually engaging, small easy to consume

Dark Social

when a new customer arrives at your website, but you do not know how they heard of you - the source of the visit. They are invisible on your analytics data and therefore cannot be attributed to a specific campaign

Dematerialisation

where we stop purchasing and owning material items and instead rent or share example: Music

CACI

whose database named 'Ocean' provides lifestyle and demographic details on 48 million adults in the UK.