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MARKETING 17e Hult • Pride • Ferrell © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. Part 3 Customer Behavior and E-Marketing © iStockphoto.com/hh5800 6: Consumer Behavior 7: Business Buying Behavior 8: International Marketing 9: Digital Marketing and Social Media © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-2 Objectives To define digital media and electronic marketing and recognize their increasing importance in strategic planning To identify and understand the role of digital media in a marketing strategy and how each type of social media can be used as an effective marketing tool To understand digital marketing consumer behavior To understand and identify how digital media affects the marketing mix To identify legal and ethical considerations in digital media and electronic marketing © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-3 Definitions Digital Media – Electronic media that function using digital codes; this includes media available through computers, cellular phones, smartphones and other digital devices Digital Marketing – Uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers Electronic Marketing (e-marketing) – The strategic process of distributing, promoting and pricing products and discovering the desires of customers using digital media and digital marketing © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-4 Discussion Point Companies like Adidas build their brand equity and gain market share with their digital marketing strategies Visit the Adidas website ? How does Adidas use its website to interact with customers? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-5 Growth and Benefits of Digital Marketing The Internet has become an important component of a firms’ marketing strategies E-marketing allows marketers and customers to share information It is now possible to target markets more precisely and reach markets previously inaccessible The digital world is evolving quickly and is still in an early stage of integration into marketing strategy © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-6 Characteristics of Online Media © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-7 Discussion Point Wendy’s encourages customers to go to their website for a free order of their new French fries ? Which of the online media characteristics best fits this promotion? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-8 Interactivity of Social Media The main distinguishing characteristic of digital media is their interactivity Traditionally, customers faced a lengthy, dissatisfying experience when supplying feedback Digital media allows interaction in real time Interactivity helps marketers maintain high-quality relationships with existing customers Allows customer to develop relationships with each other © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-9 Consumer-Generated Marketing Two major trends have caused consumer generated information to gain importance The increased tendency of consumers to publish their own thoughts, opinions, reviews and product discussions through blogs or digital media Consumers’ tendencies to trust other consumers over corporations Marketers can use these online forums to interact with consumers, address problems and promote their company © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-10 Types of Digital Media Internet users are likely to participate using one of these types of digital media Blogs Wikis Podcasts Mobile devices Widgets © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. Social networks Video sharing sites Virtual reality sites Applications © iStockphoto.com/hh5800 10-11 Social Networks A social network is a web-based meeting place for friends, family, coworkers and peers allowing users to create a profile and connect with other users for purposes ranging from getting acquainted, to keeping in touch and building a work-related network Marketers are using these sites to Promote products Handle questions and complaints Provide information to assist customers in buying decisions © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-12 Social Networking Usage by Adult Population © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-13 Social Networks The wide variety of social networks allows consumers to connect for both personal and business purposes ? How many social networking sites do you visit on a weekly basis? ? Are there any you visit on a daily basis? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-14 Discussion Point Twitter Emerges as a Digital Marketing Tool Businesses big and small are tweeting to inform the world about their companies “Follow us on Twitter” signs are appearing on doors and windows of businesses around the globe ? Why is Twitter appealing to companies? ? How could Twitter be used as a tool to strengthen customer relationships and to gather consumer feedback? ? What are some of the drawbacks of using Twitter as a marketing tool? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-15 Blogs and Wikis Blogs (short for “weblogs”) are web-based journals in which writers can editorialize and interact with other Internet users Blogs can represent a potent threat to corporations or an opportunity due to the amount of consumer control Companies can use external blogs to answer consumer concerns or defend their corporate reputations and internal blogs to build enthusiasm and create relationships A wiki is a type of software that creates an interface enabling users to add or edit content of some types of websites © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-16 Discussion Point High School Dropout Founds Fastest-Growing Blogging Service 20-year old David Karp, a high school dropout, founded Tumblr, the fastest-growing blogging service valued at $800 million Even though the company has yet to generate much revenue, investors are eager to get involved Tumblr is created to make the blogging process simpler and that simplicity extends to the look and feel of the website ? Have you regularly read a blog? Written your own blog? ? Were you familiar with the Tumblr site before now? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-17 Media Sharing Sites Media sharing sites allow marketers to share photos, videos and podcasts but with less interaction Photo sharing allows companies to market themselves with snapshots of company events Video sharing allows companies to upload ads and informational videos and are now using consumergenerated videos Podcasts are audio or video files that can be downloaded with a subscription that automatically delivers new content to listening devices or personal computers; offers convenience allowing users to listen when and where they choose © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-18 Virtual Sites Virtual sites include Second Life, Everquest, Sim City and World of Warcraft These are user-created, three-dimensional worlds with their own economies, currencies, lands and residents Allows businesses to reach consumers in a creative, fun way Some firms are using virtual technology for recruiting purposes © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-19 Mobile Devices Over 80% of Americans have a mobile device, many of these devices are smartphones Mobile marketing has proven effective in grabbing consumers’ attention The common mobile marketing tools are: SMS Messages Multimedia Messages Mobile Advertisements Mobile Websites Location-based Networks Mobile Applications © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-20 Smartphone Usage by Age © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-21 Applications and Widgets Applications, or, more commonly apps Bring convenience and cost savings to the consumer Companies are using mobile marketing to offer consumers additional incentives Widgets Small bits of software on a website, desktop or mobile device An innovative digital marketing tool to personalize webpages, alert users to company information and spread product awareness © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-22 Discussion Point © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-23 Consumer’s Digital Media Behaviors Businesses have witnessed a range of changes in consumer behavior Consumers expect to access a vast amount of information on companies, products and issues Consumers share information and experiences with each other through social networking sites Consumers can regulate the information they view as well as rate and sequence of exposure Digital media requires marketers to approach their jobs differently compared with traditional marketing © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-24 Consumer Power and Marketing Positive ratings and reviews is free publicity Consumer-generated content appears more authentic and can go far in increasing a company’s credibility Digital media allows marketers to gather information on their consumers, creating a new way of gathering marketing research Marketers can use information on how consumers use the Internet to better target marketing messages and track the success of their marketing campaigns © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-25 Social Technographics © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-26 Online Consumer Behavior Consumers are grouped into seven segments according to how they interact with digital media Creators – create their own media outlets such as blogs, podcasts, videos and wikis Conversationalists – regularly update their Twitter feeds or status updates Critics – are people who comment on blogs or post ratings and reviews Collectors – gather information and organize content generated by critics and creators © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-27 Online Consumer Behavior Joiners – are anyone who becomes a member and participates in a social networking site Spectators – this is the largest group and is composed of those who read what other consumers produce but do not create any content themselves Inactives – online users who do not participate in any digital online media but this number is dwindling By knowing how to segment the online population, marketers can better tailor their online messages to their target markets © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-28 E-Marketing Strategy More than one-fourth of the world’s population uses the Internet and the number is growing More than three-fourths of people in North America have Internet access As more and more shoppers go online, the power of brick-and-mortar businesses is lessening Businesses must learn how to effectively use social media and digital marketing © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-29 Product Considerations Traditional marketing and e-marketing are the same on product considerations Marketers must anticipate consumer needs and preferences and tailor products to meet those needs The Internet is a large resource of consumer wants and needs Digital media provides an opportunity to add a service dimension and create new products only accessible on the Internet With the constant sophistication of digital technology, businesses find it necessary to continually upgrade their products offerings © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-30 Distribution Considerations Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency Processing orders electronically Increase the speed of communications Push-pull dynamic – where the firm provides a product (push), while connectivity allows members to find each other (pull) © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-31 Discussion Point The growth in popularity of e-readers had lead to a greater direct distribution of magazines, newspapers and books ? Do you own an e-reader? ? If so, do you access books, magazines or newspapers? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-32 Promotion Considerations Social networking sites allow marketers to approach promotion in entirely new, creative ways Digital promotions attempt to increase brand awareness Almost any traditional promotional event can be enhanced or replaced by digital media © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-33 Pricing Considerations Pricing relates to perceptions of value and is the most flexible element of the marketing mix Digital online media marketing facilitates both price and nonprice competition Demand for low-priced products has grown Consumers are able to find the price from various competitors in an instant Access to price information benefits the consumer and places pressure on the seller to be competitive and to differentiate products © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-34 Discussion Point The Postcard of the Future RogueSheep is a software development company who’s postage application is giving the traditional postcard a run for its money For $4.99, iPhone users can purchase the app, choose from more than 90 postcard designs, customize the design and send ? How do you think businesses could effectively use RogueSheep postcards? ? What are the advantages of the RogueSheep digital postcards over traditional postcards? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-35 Ethical and Legal Issues How marketers use technology to gather information, both online and offline, raises numerous legal and ethical issues Among the issues of concern are Personal privacy Fraud Misappropriation of copyrighted property Twitter freely shares their online security measures with consumers ? Do you ever worry about the safety of your personal information while using social media networks? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-36 Privacy Companies collect personal information from website visitors in their efforts to foster longterm relationships with customers Hackers may break into websites and steal personal information enabling them to commit identity theft The FTC is considering developing regulations that would better protect consumer privacy by limiting the amount of information businesses can gather online © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-37 Online Fraud Online fraud is any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information Includes, among other things Setting up fraudulent profiles on social networking sites Create typosquatting sites based on common misspellings of search engines or social networks Using social networking sites to pose as charitable institutions © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-38 Intellectual Property Each year, intellectual property losses in the U.S. total billions of dollars There is a fine line between protecting intellectual property and maintaining freedom of speech Consumers rationalize pirating by thinking: They don’t have the money to pay for what they want Their friends engage in piracy The thrill is worth the risk They are smarter and more tech savvy © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-39 Discussion Point Social Networking in the Workplace It is estimated the average employee spends one work-hour per day on social media sites Distractions from social media and other devices can cost a large company over $10 million annually Employees indicate that blocking social networking sites might actually decrease productivity and lower morale because restrictions indicate distrust ? Should employees be allowed to use social networking sites at work? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-40 Discussion Point To learn more about the world’s first creative ad agency built on crowdsourcing principles, look at the Victors & Spoils site ? How can Victors & Spoils be used to outsource advertising campaigns through co-creation and mass collaboration? Victors & Spoils and crowdsourcing is built on the foundation that good ideas come from anywhere ? Is it possible that this new approach will eliminate traditional ad agencies and creative departments? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 10-41