Chapter 3 - Digital Marketing
Validation impulse
social media focuses intently on the individual. Focus on self highlights the validation impulse- feeding one's own ego.
Affinity impulse
social networks enable participants to express an affinity, to acknowledge a liking or relationship with individuals and groups.
Altruistic impulse
some participate in social media as a way to do something good (pay it forward). Immediate altruistic response (IAR) of social media users to aid calls during crises for relief.
Digital primacy
the change in culture of wired individuals who turn first to digital channels for communication, information, and entertainment.
Handle -squatting:
the use of a digital brand name by someone who does not have a legitimate claim to the name (Hugh Jackman Twitter example).
Lifestreams
time-ordered streams of entries and posts, ongoing record of your digital life (electronic resume that chronicles what you've done in words and pictures). Lifestream also includes info you might not want a potential, employer, friend, or romantic partner to see (blog posts, photos, events, statuses). Diary of your life online.
Handle (social brand):
your user name in a social community (also referred to as your digital brand name). Can be a pseudonym to your real name. Digital brand names- rather than hide one's identity they heighten the meaning associated with one's name.
Diffusion of (Digital) Innovations:
1. Relative advantage of the innovations (does it provide more of a benefit than existing alternatives) 2. Ability to observe and try the innovations 3. The innovation's compatibility (how easily it can be assimilated into a person's life) 4. Simplicity
Social footprints
are the marks a person makes when he or she occupies a digital space (discover a friend likes Juicy- part of her social footprint)
Permission emails
direct mail of the digital age, personalized email offers sent to individuals who "opt in" to receiving marketing communications.
Penetration rate
measure of the percentage of population w/ internet access (Asia has the least, North America has the most) (send or read email is the most popular activity we do online).
Contact comfort and immediacy impulse
people have a natural drive to feel a sense of psychological closeness to others (nervous without phone?)
Prurient impulse
people may feel a curiosity about others and want to feed this interest (by following people on Twitter or visiting their profiles).
Reach
percentage of the target audience that can be accessed using a form of media