Liste punti di digital marketing

Bullet points

Trends affecting customers

1. Customers trust each other more than the company
2. Market and media fragmentation
3. Social commerce
4. Information transparency
5. Everyone is a content creator
6. Connections are critical
7. Dynamic pricing strategies

Control from the company to the customer

Activity-level e-business models

1. E-mail
2. Order processing
3. Online purchasing
4. Online advertising and PR
5. Online sales promotions
6. Search marketing
7. Social media communication
8. Business intelligence
9. Content publishing

Internet properties affecting marketing/E-business and e-marketing opportunities given by the Internet properties

1. 24-hour marketing
2. One-to-one marketing
3. Personalization
4. Measurable and trackable results
5. More interesting campaigns
6. Better conversion rates (increased purchases)
7. Lower costs
8. Global reach

Business process-level e-business models

1. CRM
2. Knowledge management
3. Supply chain management
4. Freemium
5. Community building
6. Mass customization
7. ERP
8. Crowdsourcing
9. Database marketing

Components of inbound marketing

1. Social networks
2. Content
3. Search engine optimization techniques

Enterprise-level e-business models

1. Direct distribution
2. Social commerce
3. E-commerce
4. Social network sites
5. Portal
6. Broker models
7. Agent models
8. Content sponsorship online

Key elements of Web 2.0

1. Location-based services
2. Decline of print media
3. Increase of Internet adoption and online retail sales
4. Increase of online fund raising
5. Everything is faster
6. Search engines are now reputation engines

Ways of collecting Web analytics

1. Cookies
2. Web site servers logs
3. Page tags
4. Geolocation

Critical components for evaluating the fit of a business model for a company and its environment

1. Customer value
2. Scope
3. Price
4. Connected activities
5. Implementation
6. Capabilities

Social media awareness/exposure metrics

1. Unique visitors
2. Page views
3. Impressions
4. Search ranking
5. Number of searches
6. Number of followers, registrations or subscribers

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Agent e-business models

Social media brand health metrics

1. Share of Voice
2. Sentiment
3. Brand influence

E-marketing costs

1. Technology costs
2. Salaries
3. Web site design costs
4. Other site development costs
5. Marketing communication
6. Social media communication
7. Miscellaneous

Social media engagement metrics

1. Content viewership
2. Tagging, bookmarking or likes
3. Membership/follower metrics
4. Number of shares
5. Content creation

Problems of operating within an emerging nation

1. Number of computer users and Wireless Internet access (mobile phones)
2. E-commerce payment and trust issues
3. Physical infrastructure issues

Social media action metrics

1. Click-through
2. Contact form completion or registration
3. Event attendance
4. Purchase

Minimum requirements for ethical use of consumer information, according to the FTC

1. Notice
2. Consent
3. Access
4. Security
5. Enforcement

Social media innovation metrics

1. Number of ideas
2. Trend spotting

Characteristics of big data

1. Volume
2. Velocity
3. Variety
4. Veracity

Key planning elements

1. Situation analysis: SWOT analysis and environmental analysis
2. E-marketing strategic planning: tier 1 strategies
   • Segmentation
   • Targeting
   • Differentiation
   • Positioning
3. Objectives: task, measurable quantity and time frame
4. E-marketing strategy: tier 2 strategies
   • Marketing mix
   • CRM + PRM
5. Implementation plan
6. Budget
7. Evaluation plan

Ways in which e-marketing changed the MIS

1. Data are stored electronically in databases and data warehouses, that enable marketers to obtain valuable, appropriate, and tailored information anytime
2. Database information can be received not only in Web pages and e-mail but also on other appliances in addition to the desktop computers
3. Also customers can have access to portion of the database
4. Most firms recognize that data and information are useless unless turned into marketing knowledge for marketing strategies to increase profits

Online pricing trends

1. Dynamic pricing
2. Online bidding

Distribution strategies

1. Direct marketing

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Sources of data

1. Internal records
2. Secondary data
3. Primary data

Problems of secondary data

1. They may not meet the specific e-marketer’s information needs
2. They can have low quality
3. Marketers have no control over data-collection procedures so they have to evaluate the quality of secondary data

Online methods of primary data collection/Internet-based research approaches

1. Experiments (A/B tests)
2. Online survey research
3. Online observation
4. Content analysis
5. Focus groups

Sources of BI (firm’s macroenvironment) data

1. Public sources (U.S. agencies, global organizations, universities, professional associations)
2. Private sources (company Web sites, research firms, commercial online databases)

Steps in a primary marketing research project

1. Research problem
2. Research plan:
   • Research approach
   • Sample design
   • Contact method
   • Instrument design
3. Data collection
4. Data analysis
5. Distribution of findings/Addition to the database

Competitive intelligence cycle

1. Planning and direction
2. Published information collection
3. Primary source collection
4. Analysis and production
5. Report and inform

Advantages of online focus groups over traditional focus groups

1. They bring together people who live in different geographic areas
2. Because participants type their answers at the same moment, they aren’t influenced by what others say (groupthink)
3. Web researchers can use multimedia content, animated ads, demonstrate software

Sources of CI online data

1. Competitor’s Web sites
2. Third-party, industry-specific sites
3. User conversation in the social media

Steps to evaluate the quality of secondary data collected online

1. Define the Web site’s author
2. Define whether the Web site’s author is an authority on the Web site topic
3. Find out the Web site’s last update
4. Check the site content for accuracy
5. Determine how comprehensive the site is
6. Try to compare the research data with other information found in other online sources on the Internet or in hard copy

Disadvantages of online focus groups over traditional focus groups

1. They can host a smaller number of people (4-8 participants) because of the difficulty to manage simultaneously, overlapping conversation online
2. Nonverbal communication is lost
3. Authenticity problem ⇒ Solution: password entry and verification of respondent authenticity
4. Technical problems
5. People use stronger positive and negative words online than in traditional modalities

Advantages of primary data

1. More relevant to the marketer’s specific problem
2. Current

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Customer profiling

Ways for conducting surveys online

1. Intercept sampling
2. Direct targeting
3. Panels
4. Bulletin boards/groups

Knowledge management metrics

1. ROI
2. Total Cost of Ownership

Advantages of online survey research over traditional survey

1. Inexpensive and faster
2. Reduce errors, the complexity and time involved for respondents
3. Respondents answer questions more honestly and openly on a computer than they do when an interviewer is present

Hierarchy of effects model

1. Awareness
2. Positive or negative attitude
3. Purchase

Disadvantages of online survey research over traditional survey

1. Sample representativeness and measurement validity, so researchers cannot generalize results to the entire population
2. Measurement issues
3. Decline of online research response rates and quality of online survey data
4. The firm has no control over who responds (respondent authenticity problem)
5. Spam perception

AIDA model

1. Attention
2. Interest
3. Desire
4. Action

AIDA model modified for the social media environment

1. Attention
2. Interest
3. Search
4. Action
5. Share

Ethical concerns regarding online survey research

1. Consumers are upset to receive unsolicited e-mail requesting survey participation
2. Many companies collect e-mail addresses from Internet forums and groups without permission
3. Privacy of users data is an issue because it is easy and profitable to send electronic data to others through the Internet
4. Some companies conduct surveys for the purpose of building a database for later solicitation

Consumer behaviour theories described in Dr. Marsden’s work

1. Scarcity
2. Popularity (bandwagon effect)
3. Affinity
4. Authority
5. Consistency
6. Reciprocity

Analysis for marketing decision making

1. Data mining
2. RFM analysis
3. Customer profiling
4. Report generating

Characteristics motivating consumers to purchase a product rather than another/affecting consumer online buying behaviour/having a huge effect on online exchanges

1. Technological factors:
   • Home connection speeds
   • Changes in digital-content receiving appliances
   • Web 2.0 technologies
2. Cultural and social factors:
   • Information overload
   • Multitasking
   • Home and work
   • Connectivity
   • Online oxygen
   • I want what I want when I want it
   • Brand communities
3. 8.

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