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.