CHAPTER 3: DIGITAL CONSUMER BEHAVIOR AND CUSTOMER RELATIONSHIP AND EXPERIENCE MANAGEMENT

DESIGN PRINCIPLE THAT SAYS THAT CONSUMERS REMEMBER INCOMPLETE OR "INTERRUPTED TASKS" MORE THAN ONES THAT WERE COMPLETED; THIS, BAD DIGITAL EXPERIENCES CAN DISRUPT OR OVERRIDE GOOD ONES.

Zeigarnik effect

USABLE BY ALL CONSUMERS.

accessible

STAGE OF THE DIGITAL CONVERSION FUNNEL IN WHICH THE CONSUMER PAYS, SIGNS UP, DOWNLOADS, OR TAKES OTHER DESIRED ACTION.

action stage

DESIGNS PRINCIPLES THAT PREDICT THAT CONSUMERS MAY BE MORE INCLINED TO NAVIGATE DIGITAL CONTENT FURTHER AND TAKE DESIRED ACTIONS WHEN IT DESIGN IS PERCEIVED AS PLEASENT AND " MORE USABLE."

aesthetic usability effect

STRATEGY OF ENGAGING AN AFFILIATE (SUCH AS ANOTHER WEBSITE OPERATOR), USUALLY THROUGH A COMMISSION OR REIMBURSEMENT BASED MODEL, WHEREBY THE AFFILIATE GETS PAID FOR CUSTOMERS REFERRED.

affiliate marketing

STAGE OF THE DIGITAL CONVERSION FUNNEL IN WHICH THE CONSUMER BECOMES AWARE OF A BRAND OR ITS PRODUCTS OR SERVICES THROUGH A DIGITAL CHANNEL.

awareness stage

THE IDEA THAT INSTEAD OF PEOPLE SHOWING PATTERNED, PREDICTABLE BEHAVIORS THAT CAN BE SEGMENTED INTO TARGETED BUYER PERSONAS, CONSUMERS BRING THEIR OWN DIFFERENT LEVELS OF DIGITAL COMFORT TO THE BUYING PROCESS.

bring your own persona

THE STUDY OF HOW COLORS AFFECT CONSUMERS' IMPRESSIONS AND BEHAVIORS WITH RESPECT TO MARKETING.

color marketing

AS APPLIED TO DIGITAL MARKETING, THE AGREEMENT OF THE VARIOUS ASPECTS OF DIGITAL MARKETING, CAN HELP TO BUILD OR IMPROVE TRUST.

consistency

TRUSTED CONTENT AND CLAIMS.

credible

THE ENTIRELY OF THE RELATIONSHIP BETWEEN A CUSTOMER AND AN ORGANIZATION, ENCOMPASSING EVERY INTERACTION, HOWEVER BRIEF, THAT AFFECTS A CUSTOMER'S PERCEPTION OF THE ORGANIZATION.

customer experience

INFORMATION ABOUT CUSTOMERS' THOUGHTS AND PERFERENCES, WHICH MAY BE COLLECTED FROM VARIOUS DIGITAL SOURCES.

customer insights

THE PATH A CUSTOMER TAKES FROM PRELIMINARY INTERACTION TO PURCHASE AND BEYOND.

customer journey

THE CURRENT VALUE OF ALL PROFIT ANTICIPATED FROM ONE CUSTOMER DURING THE ENTIRE TIME THEY ARE A CUSTOMER OF THE ORGANIZATION.

customer lifetime value

ALL OF THE PROCESSES BY WHICH AN ORGANIZATION CONNECTS AND BONDS WITH CUSTOMERS.

customer relationship management

THE DEGREE TO WHICH A CUSTOMER IS CONTENT WITH A PRODUCT OR SERVICE AND THE ORGANIZATION'S CUSTOMER SERVICE.

customer satisfaction

MOMENTS OF INTERACTION BETWEEN THE CONSUMER AND THE ORGANIZATION AND ITS MARKETING EFFORTS.

customer touch points

EVOKES EMOTION AND APPRECIATION.

desirable

STAGE OF THE DIGITAL CONVERSION FUNNEL IN WHICH THE CONSUMER WISHES TO TAKE NEXT STEPS, HAS THE ABILITY TO DO SO, AND SEEKS MORE INFORMATION.

desire stage

A DRAFT OF WHAT AN ORGANIZATION KNOWS ABOUT ITS TARGET CONSUMERS.

digital buyer persona

SOMEONE WHO USES ELECTRONIC MEANS TO OBTAIN PRODUCTS AND SERVICES. TECHNICALLY, A DIGITAL CONSUMER IS ONE WHO ACTUALLY USES (CONSUMES) A PRODUCT OR SERVICE OBTAINED DIGITALLY.

digital consumer

ALL OF THE PROCEDURES ADOPTED BY CONSUMERS IN AN ONLINE CONTEXT WHEN SEARCHING, SELECTING, BUYING, USING, AND EVEN DISCARDING PRODUCTS AND SERVICES SECURED THROUGH DIGITAL CHANNELS.

digital consumer behavior

THE PROCESS THAT MOST DIGITAL CONSUMERS WILL GO THROUGH AS THEY MAKE DECISIONS ABOUT WHICH PRODUCTS AND SERVICES THEY WILL PURCHASE.

digital consumer decision making process

CONSUMERS' ABILITY TO SEARCH FOR, VIEW, AND COMPARE INFORMATION ON PRODUCTS AND SERVICES ONLINE; COMPLETE PURCHASES; AND DO THIS AT ANY TIME AND THROUGH ANY DEVICE.

digital convenience

AIDA BASED MODEL THAT IDENTIFIES THE STAGES A POTENTIAL CUSTOMERS MAY GO THROUGH TO PROCESS FROM AWARENESS AND EVENTUALLY ARRIVE AT A DIGITAL PURCHASE DECISION AND BEYOND.

digital conversion funnel

THE KNOWLEDGE, BELIEFS, AND PRACTICES OF CONSUMERS IN AN ONLINE CONTEXT.

digital culture

SOMEONE WHO USES ELECTRONIC TO PURCHASE GOODS AND SERVICES.

digital customer

CUSTOMER EXPERIENCE THAT TAKES PLACE MAINLY THROUGH DIGITAL MEANS.

digital customer experience

LONG-TERM, PROFITABLE INTERACTIONS THAT ORGANIZATIONS ESTABLISH WITH THEIR DIGITAL CONSUMERS.

digital customer relationships

NORMS ACCEPTED WITHIN OR BELIEFS HELD BY AN ONLINE GROUP; MAY PLAY A ROLE IN DIGITAL CONSUMERS' DECISION MAKING.

digital group influencers

HUMANS OR TECHNOLOGICAL PERSONAS WHO AFFECT A CONSUMER'S BUYING DECISION BY VIRTUE OF THEIR FAME, INTERENT, PRESENCE, POSITION, RECOGNITION, OR OTHER FACTOR.

digital influencers

USE TO VARIOUS TECHNICAL MECHANISMS TO TRACK AND REVIEW CONSUMER ACTIVITY ONLINE.

digital monitoring

NAVIGABLE AND LOCATABLE.

findable

SHAPES BASED ON PRINCIPLES OF MATH, SUCH AS SQUARES, CIRCLES, AND RETANGLES.

geometric shapes

IMAGES OR SYSTEMS THAT HELP CONSUMERS IDENTIFY ACTIONS, STEPS, OR FEATURES.

icons

THE STRUCTURAL DESIGN OF SHARED INFORMATION ENVIRONMENTS, INCLUDING CONSIDERATION OF THE CONTENT, CONTEXT, AND USERS OF THE INFORMATION BEING PRESENTED, INVOLVES COMBINING SYSTEMS BY PROPERLY ORGANIZING ELEMENTS, ENSURING THEY ARE ACCURATELY LABELED, AND HELPING CONSUMERS TO NAVIGATE THROUGH THEM.

information architecture

DESIGN THAT INVOLVES COORDINATED ACTION AMONG DIGITAL MARKETING ELEMENTS SUCH AS AESTTHETICS, MOTION, SOUND, AND SPACE, SEEKS TO CREATE AESTHETICS PLEASING WEBSITES, WHICH MAY ENHANCE THE INTERACTION A CONSUMER HAS WITH THE WEBSITE.

interaction design

STAGE OF THE DIGITAL CONVERSION FUNNEL IN WHICH THE CONSUMER'S INTEREST IS SPARKED AND THEY SEEK MORE INFORMATION.

interest stage

A SET OF GENERAL RULES FOR DESIGNERS WHEN THEY CREATE DIGITAL INTERFACES FOR CONSUMERS.

laws of UX

THE FEELING OF CUSTOMERS WHO NOT ONLY PREFER BUYING FROM AN ORGANIZATION BUT ALSO CONTINUE PURCHASING DESPITE THE MARKETING STRATEGIES OF A COMPETITIVE PRODUCT.

loyalty

THE USE OF SMALL IMAGES IN DIGITAL MARKETING.

microanimation

SMALL ACTIONS THAT CONSUMERS ARE ENCOURAGED TO TAKE IN DIGITAL MARKETING ASSETS.

microteractions

THE CONCEPT OF SIMPLICITY IN DESIGN.

minimalism

SHAPES THAT ARE MORE FLUID THAN GEOMETRIC SHAPES, MAY BE CURILLINEAR, AND ARE SIMILAR TO NATURAL ITEMS SUCH AS ROCKS OR ANIMALS.

organic shapes

DESIGN PRINCIPLE THAT SAYS THAT ABOUT 80 PERCENT OF EFFECTS CAN BE ATTRIBUTED TO 20 PERCENT OF THE CAUSES.

pareto principle

SHOPPING EXPERIENCES TAILORED SPECIFICALLY FOR DIGITAL CONSUMERS.

personalized experiences

RELATING TO A CONSUMER'S NEEDS.

relevant

STRATEGY OF PRESENTING TO A CONSUMER FOR A SECOND OR SUBSEQUENT TIME ADS PERTINENT TO WHICH THEY WERE PERUSING, SUCH AS ON AN ORGANIZATION'S WEBSITE.

retargeting

KEEPING CUSTOMERS OR KEEPING THEM COMING BACK.

retention

EXPERIENCES ABOUT AN ORGANIZATION'S PRODUCT OR SERVICE SHARED BY OTHER CUSTOMERS OR INFLUENCERS; CAN HAVE AN AFFIRMATIVE IMPACT IN DIGITAL MARKETING.

shared stories

IDEA PROPOSED BY PETER MORVILLE THAT EFFECTIVE INFORMATION ARCHITECTURE CONSISTS OF COORDINATION OF CONTEXT, CONTENT, AND USERS, AS DICTATED BY THE TYPE OF MARKETING INVOLVED.

three circles of IA

AS APPLIED TO DIGITAL MARKETING, THE EMOTIVE EXPRESSION USED TO EXPRESS A BRAND'S PERSONALITY, IT IS CHANGEABLE, DEPENDING ON MOOD, DIGITAL CHANNEL, AND THE SITUATION.

tone

AS APPLIED TO DIGITAL MARKETING, THE VISIBILITY OF INFORMATION ABOUT A PRODUCT OR SERVICE.

transparency

EASY FOR THE CONSUMER TO USE.

usable

FULFILLS A CONSUMER NEEDS.

useful

HOW A WEBSITE "FEELS" FOR CONSUMERS AND HOW ENGAGING AND USABLE IT IS.

user experience

MODEL PROPOSED BY PETER MORVILLE THAT SHOWS KEY USER EXPERIENCE FACTORS.

user experience honeycomb

THE INFORMATION BETWEEN HUMANS AND DIGITAL SYSTEMS AND DEVICES, REQUIRES THAT DIGITAL MARKETERS UNDERSTAND WHAT CONSUMERS WILL DO ON A WEBSITE AND ENSURE THE SITE IS EASY TO USE AND NOT DIFFICULT TO UNDERSTAND.

user interface

USEFUL TO CONSUMERS.

valuable information

RELATING TO OR INVOLVING AN IMAGE, VIDEO, OR PIECE OF INFORMATION THAT IS CIRCULATED RAPIDLY AND WIDELY ON THE INTERNET.

viral

AS APPLICED TO DIGITAL MARKETING, THE BRAND'S PERSONALITY, WHICH SHOULD BE RELATIVELY CONSTANT AND SHOULD REFLECT THE OVERALL BRAND.

voice

MODEL THAT IDENTIFIES THE STAGES THAT INDIVIDUALS GO THROUGH IN THE PROCESS OF PURCHASING A PRODUCT: AWARENESS, INTEREST, DESIRE, AND ACTION.

AIDA model

DESIGN PRINCIPLE THAT SAYS THAT THE TIME IT TAKES FOR A CONSUMER TO MAKE A DECISION INCREASES WITH INCREASED COMPLEXITY OF CHOICE.

Hick's law