Digital isn't the only option
20 important questions on Digital isn't the only option
Digital marketing: is it marketing or is it computer science?
- The marketing view: digital is a platform for marketing messages, and so it is a marketing discipline.
- The tech view: anything that happens on a computer is a computer science discipline.
- TV engineers never claimed that adverts on TV belonged to them, so why should computer scientists claim that marketing on computers is part of their domain??
What are the faults from marketers and computer scientist sides?
- Computer scientists working as digital marketers without knowing even the fundamentals of marketing and how their part fits into the organization’s strategic marketing.
The example of successful online businesses (like Amazon and eBay) to be effective you need input from both technical staff and marketers.
What is the philosophy of personalization?
- The marketing is personalized to fit the customer’s individualized needs rather than being broadcasted to a wide audience.
- Personalization is, in effect, the concept of segmentation, targeting and positioning.
- The availability of data has made it possible for segments of one to be targeted.
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What is the analogy to a one-to-one personal service?
- But: extremely resource intensive and expensive.
- Fine if you are selling high-ticket items like cars, not so if you are selling fast-moving consumer goods like bread.
What is meant with Customer Relationship Marketing (CRM)?
The concept of CRM pre-dates the development of digital technology
What is word-of-mouth marketing?
What are the 5 misunderstandings of viral marketing?
- The term ‘gone viral’ is often not associated with marketing.
- True online word-of-mouth is about content-based virality.
- Something about the product, brand or organization.
- If a customer buys a product, likes it and then tells her friends how good it is, that is not word-of-mouth marketing. For it to be marketing, the customer has to be encouraged to pass on the message!
What is content marketing? And give 3 examples.
Examples
•The non-sales content of a website (e.g. describing how products can be used)
• Content to be published in such formats as: social media (e.g. tweets, Facebook entries), blogs, articles, podcasts, videos...
• All of this content –which is not necessarily hosted on the organization’s website –can bring visitors and links into the site
What are four key elements of content marketing?
•Positioning–What are the brand’s unique strengths and key shortcomings?
•Values–What aspect of the organization does it want to promote?
What is influencer marketing?
Digital influencers: aren’t super-elite of people cooler than us; they are us.
They have a significant impact on the buying decisions of people who seek advice, guidance or recommendations on particular products, brands or organizations.
What did digital marketers realized about influencer marketing?
The sums paid to influencers are negligible compared to other marketing activities!
As an influencer’s follower numbers rise, the rate of engagement (likes and comments) with followers decreases (the super-influencers are considered to be less like us). They lose appeal.
What are the 3 issues of influencer marketing?
•Calculating return on investment (ROI) can be difficult–engagement does not necessarily translate into purchases
•Influencers’ reputation might change: they can go from hero to zero overnight!
What is affiliate marketing?
• The website publisher is paid a fee for each user that clicks on an affiliate ad and ultimately makes a purchase (or whatever the affiliate conversion objective is)
• Amateurs(who see that as a way of generating a little money from their website) vs. professionals (who see the concept as a business model in itself)
What are the two issues of affiliate marketing?
• For example, affiliates are often criticized for relying too much on price and discount messaging – they may represent the brand or cheapen the product
Why is attribution more complicated with multi-channel marketing?
- … but buy the product offline, in a physical store (hard to say what is the decisive factor).
What are public relations?
- Corporate websites should always include a virtual press kit that includes PR contacts and other relevant information.
What is reputation management?
- The PR department manages and takes the lead in any responses to the public.
What is integrated marketing communication?
- Often presented as a distinct type of marketing.
- Counterargument: to be effective all marketing communications must be integrated.
What are legal considerations? And what needs to be considered for a website?
considered website:
- A copyright statement.
- Terms and conditions
- A privacy statement.
- A disclaimer against any legal responsibility
- If used, a notice explaining your site’s use of cookies.
Why is it hard to talk about digital marketing strategy?
Strategy needs a certain amount of stability in the environment.
Planning over one to five years.
Possible (and required) to talk about strategic digital marketing!
- Looking beyond day-to-day operations.
- At the same time flexible enough to react to change or be proactive when opportunities arise.
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