Liste punti di digital marketing

BULLET POINTS

Trends affecting customers attention/Control 7. Sustainability

from the company to the customer:

1. Customers trust each other more than Activity-level e-business models:

the company 1. E-mail

2. Market and media fragmentation 2. Order processing

3. Social commerce 3. Online purchasing

4. Information transparency 4. Online advertising and PR

5. Everyone is a content creator 5. Online sales promotions

6. Connections are critical 6. Search marketing

7. Dynamic pricing strategies

Internet properties affecting marketing/E- 8. Social media communication

business and e-marketing opportunities given 9. Business intelligence

by the Internet properties: 10. Content publishing

1. 24-hour marketing

2. One-to-one marketing Business process-level e-business models:

3. Personalization 1. CRM

4. Measurable and trackable results 2. Knowledge management

5. More interesting campaigns 3. Supply chain management

6. Better conversion rates (increased 4. Freemium

purchases) 5. Community building

7. Lower costs 6. Mass customization

8. Global reach 7. ERP

8. Crowdsourcing

Components of inbound marketing: 9. Database marketing

1. Social networks

2. Content Enterprise-level e-business models:

3. Search engine optimization techniques 1. Direct distribution

2. Social commerce

Key elements of Web 2.0: 3. E-commerce

1. Location-based services 4. Social network sites

2. Decline of print media 5. Portal

3. Increase of Internet adoption and 6. Broker models

online retail sales 7. Agent models

4. Increase of online fund raising 8. Content sponsorship online

5. Everything is faster

6. Search engines are now reputation Ways of collecting Web analytics:

engines 1. Cookies

2. Web site servers logs

Critical components for evaluating the fit of a 3. Page tags

business model for a company and its 4. Geolocation

environment:

1. Customer value Social media awareness/exposure metrics:

2. Scope 1. Unique visitors

3. Price 2. Page views

4. Connected activities 3. Impressions

5. Implementation 4. Search ranking

6. Capabilities 5. Number of searches

1 6. Number of followers, registrations or 2. Agent e-business models

subscribers E-marketing costs:

Social media brand health metrics: 1. Technology costs

1. Share of Voice 2. Salaries

2. Sentiment 3. Web site design costs

3. Brand influence 4. Other site development costs

5. Marketing communication

Social media engagement metrics: 6. Social media communication

1. Content viewership 7. Miscellaneous

2. Tagging, bookmarking or likes

3. Membership/follower metrics Problems of operating within an emerging

4. Number of shares nation:

5. Content creation 1. Number of computer users and

Wireless Internet access (mobile

Social media action metrics: phones)

1. Click-through 2. E-commerce payment and trust issues

2. Contact form completion or 3. Physical infrastructure issues

registration

3. Event attendance Minimum requirements for ethical use of

4. Purchase consumer information, according to the FTC:

1. Notice

Social media innovation metrics: 2. Consent

1. Number of ideas 3. Access

2. Trend spotting 4. Security

5. Enforcement

Key planning elements:

1. Situation analysis: SWOT analysis and Characteristics of big data:

environmental analysis 1. Volume

2. E-marketing strategic planning: tier 1 2. Velocity

strategies 3. Variety

a. Segmentation 4. Veracity

b. Targeting

c. Differentiation Ways in which e-marketing changed the MIS:

d. Positioning 1. Data are stored electronically in

3. Objectives: task, measurable quantity databases and data warehouses, that

and time frame enable marketers to obtain valuable,

4. E-marketing strategy: tier 2 strategies appropriate, and tailored information

a. Marketing mix anytime

b. CRM + PRM 2. Database information can be received

5. Implementation plan not only in Web pages and e-mail but

6. Budget also on other appliances in addition to

7. Evaluation plan the desktop computers

3. Also customers can have access to

Online pricing trends: portion of the database

1. Dynamic pricing 4. Most firms recognize that data and

2. Online bidding information are useless unless turned

into marketing knowledge for

marketing strategies to increase profits

Distribution strategies:

1. Direct marketing Sources of data:

2 1. Internal records 3. Proprietary, so unavailable to

2. Secondary data competitors

3. Primary data Online methods of primary data

Problems of secondary data: collection/Internet-based research approaches:

1. They may not meet the specific e- 1. Experiments (A/B tests)

marketer’s information needs 2. Online survey research

2. They can have low quality 3. Online observation

3. Marketers have no control over data- 4. Content analysis

collection procedures so they have to 5. Focus groups

evaluate the quality of secondary data Steps in a primary marketing research project:

Sources of BI (firm’s macroenvironment) 1. Research problem

data: 2. Research plan:

1. Public sources (U.S. agencies, global a. Research approach

organizations, universities, b. Sample design

professional associations) c. Contact method

2. Private sources (company Web sites, d. Instrument design

research firms, commercial online 3. Data collection

databases) 4. Data analysis

5. Distribution of findings/Addition to

Competitive intelligence cycle: the database

1. Planning and direction

2. Published information collection Advantages of online focus groups over

3. Primary source collection traditional focus groups:

4. Analysis and production 1. They bring together people who live

5. Report and inform in different geographic areas

2. Because participants type their

Sources of CI online data: answers at the same moment, they

1. Competitor’s Web sites aren’t influenced by what others say

2. Third-party, industry-specific sites (groupthink)

3. User conversation in the social media 3. Web researchers can use multimedia

content, animated ads, demonstrate

Steps to evaluate the quality of secondary data software

collected online:

1. Define the Web site’s author Disadvantages of online focus groups over

2. Define whether the Web site’s author traditional focus groups:

is an authority on the Web site topic 1. They can host a smaller number of

3. Find out the Web site’s last update people (4-8 participants) because of

4. Check the site content for accuracy the difficulty to manage

5. Determine how comprehensive the simultaneously, overlapping

site is conversation online

6. Try to compare the research data with 2. Nonverbal communication is lost

other information found in other online

sources on the Internet or in hard copy 3. Authenticity problem  Solution:

password entry and verification of

Advantages of primary data: respondent authenticity

1. More relevant to the marketer’s 4. Technical problems

specific problem 5. People use stronger positive and

2. Current negative words online than in

traditional modalities

3 3. Customer profiling

Ways for conducting surveys online: 4. Report generating

1. Intercept sampling

2. Direct targeting Knowledge management metrics:

3. Panels 1. ROI

4. Bulletin boards/groups 2. Total Cost of Ownership

Advantages of online survey research over Hierarchy of effects model:

traditional survey: 1. Awareness

1. Inexpensive and faster 2. Positive or negative attitude

2. Reduce errors, the complexity and 3. Purchase

rime involved for respondents

3. Respondents answer questions more AIDA model:

honestly and openly on a computer 1. Attention

than they do when an interviewer is 2. Interest

present 3. Desire

4. Action

Disadvantages of online survey research over

traditional survey: AIDA model modified for the social media

1. Sample representativeness and environment:

measurement validity, so researchers 1. Attention

cannot generalize results to the entire 2. Interest

population 3. Search

2. Measurement issues 4. Action

3. Decline of online research response 5. Share

rates and quality of online survey data

4. The firm has no control over who Consumer behaviour theories described in Dr.

responds (respondent authenticity Marsden’s work:

problem) 1. Scarcity

5. Spam perception 2. Popularity (bandwagon effect)

3. Affinity

4. Authority

Ethical concerns regarding online survey 5. Consistency

research: 6. Reciprocity

1. Consumers are upset to receive

unsolicited e-mail requesting survey Characteristics motivating consumers to

participation purchase a product rather than

2. Many companies collect e-mail another/affecting consumer online buying

addresses from Internet forums and behaviour/having a huge effect on online

groups without permission exchanges:

3. Privacy of users data is an issue 1. Technological factors:

because it is easy and profitable to a. Home connection speeds

send electronic data to others through b. Changes in digital-content

the Internet receiving appliances

4. Some companies conduct surveys for c. Web 2.0 technologies

the purpose of building a database for 2. Cultural and social factors:

later solicitation a. Information overload

b. Multitasking

Analysis for marketing decision making: c. Home and work

1. Data mining d. Connectivity

2. RFM analysis e. Online oxygen

4 f. I want what I want when I 7. Brand communities

want it 8.