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