Understanding the digital consumer: exploring digital culture and gaining customer insight Digital (Interactive) Marketing (Lecture 2.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes 1. Understand approaches to customer analysis 2. Targeting/segmentation approaches 3. Understand implications of DIM technologies and marketing on a society: •. touch base on Social Psychology Perspective relevant to describe digital behaviour •. explore digital culture and modern views on the role of the technology for the society
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Customer Journey Customer Journey map
http://www.smartinsights.com/
Digital/Internet Marketplace
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Segmentation
Persona Development Approach to Segmentation
Persona demographic
psychographic
webographics
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Specific Tools to analyse demand/customer • Google tools (Adwords – size and audience; Google Trends – search volume by countries; Keyword Planner) • SimilarWeb (freemium tool, provides info on traffic ranking of websites and sources of traffic) • Experian Hitwise (paid-for tool, compare audience size and search/site use • Google Analytics
Customer
https://adwords.google.com/ko/KeywordPlanner/
Customer (cont.) • Google, SurveyMonkey, Smartsurvey, KwikSurveys -
Online Surveys
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing.
Increasingly our lives (social and professional), knowledge, experiences are found online
http://www.internetlivestats.com/
Consumer Dynamics • Economies of scale and scope • Empowerment of consumers • Changing nature of relationships
Empowerment of Consumers • • • •
access to retailers access to information eWOM Direct access to communication with the Brands
Changing nature of relationships
Control
https://www.youtube.com/watch?v=tfdP48JWbtc
UGC
Social Media
Social Psychology Perspective • Captology (Fogg 1996http:// captology.stanford.edu)
Robert Cialdini: 6 Principles of Influence • • • • • •
Reciprocity Commitment & Consistency Social Proof Linking Authority Scarcity
As a society we seek • • • • •
Integrated Visual Personalised Automated Mobile
EXPERIENCES
What does it mean for US?
Digital Culture
Digital divide
• •
Problem of access Disparity of skills
The Hive Mind
https://www.youtube.com/watch?v=-38uPkyH9vI
Memes
Internet society = Democratic society?
The Amateur Culture
Technological Determinism
One-size-fits-all – Not a Future THINK and BE Creative Strategic Unique Innovative