Digital Marketing Final Exam

Tools for managing digital platforms

Marketing tools, social media, and social media management software

Marketing Tool

Techniques/materials used for promotion of goods/services

Social media

Networks/platforms that enable creation and sharing of content

Social media management software

Software designed to publish and analyze content

Examples of social media marketing tools

Social listening software, social media management software, social analytics software, social influencer software, social advertising and/or commerce

Rules to choosing the right social media marketing tool

1. Investigate the tools offered by a platform

2. Think about what needs to be accomplished

3. Be sure the tool services the platforms needed

4. Consider how many people need to use the tool

5. Consider whether a free toll will suffice

Single-purpose social media marketing tools

Editorial calendar & Facebook insights

Editorial calendar

Developing a single specific marketing task

Facebook insights

Tools focusing on one specific platform, track and measure results, refine strategies, and measure ROI

4 V’s of Big Data

Volume, velocity, variety, veracity

Volume

Scale of data

Velocity

Analysis of data flow

Variety

Structured and unstructured data

Veracity

Uncertainty of data

Cookies

Remembers information about a user based on online activity. It’s also useful to advertisers

Big data marketing capabilities

Customer relationship management systems, data management systems, and predictive marketing platforms

Data brokers

Use information to compile detailed dossiers on us. Includes websites, streamed movies and videos, apps used, and geographic locations visited

AI System types

Augmented intelligence, autonomous intelligence, assisted intelligence, and automation

AI

A collective term for computer systems that can sense their environment, think, learn, and act in response to what they are sensing and their objectives

Augmented intelligence

AI adapts with humans; learning over time. Adaptive systems and humans in the loop

Autonomous intelligence

AI adapts and acts independently. Adaptive systems and no human in the loop

Assisted intelligence

AI assists; hardwired, no learning. Hardwired/specific systems. Human in the loop.

Automation

Automated tasks; no learning. Hardwired/specific systems. No human in the loop.

Marketing analytics

Technology-enabled and model-supported approach to harness customer and market data to enhance marketing decision making

Digital marketing analytics

Translation of online customer behavior into actionable business data

Key Performance Indicators (KPI)

Measurable value that shows the progress of a business goal and ROI.

Steps of using analytics to support marketing decisions

Customer relationship management (CRM), the marketing mix, personalization of the marketing mix, and privacy & security.

P’s of marketing analytics personalization

Pull presentation, passive presentation, and push presentation.

Pull presentation

Personalized service when explicitly requested. Ex: Going to Dell’s website to customize a computer. Create the personalization yourself.

Passive presentation

Personalized information based on related customer activities; consumer must act. Ex: Personalized coupons based on purchase history or loyalty information but users still have to act on that.

Push presentation

Personalized message without explicit request. Ex: Starbucks can send you a personal message about a drink on sale.

Google

Integrated search results data about users

Facebook

Integrated news feed ad inventory and profile data

Amazon

Integrated customer data and payment information

Netflix

Integrated content purchases and customer data

Snapchat

Integrating individually interesting content with mass market advertising in inventory

Uber

Integrating dispatch with customer management

AirBnB

Integrating property management and customer management

Parts of the consumer market value chain

Suppliers, distributors, and consumers/users using either horizontal or vertical integration

Important stakeholders for omnichannel marketing

Product, Marketing, Sales, Customer support, & Customer success

Multi-channel marketing today

Offers integrated and cohesive customer experience, Consistent and effective brand message, and not omni-channel

Characteristics of aggregators

Direct relationship with user, Zero marginal costs for serving users, & Demand-driven multi-sided networks with decreasing acquisition costs

Hootsuite

Popular social media management software. Can compare multiple social media platforms all at once, schedule posts, publish multiple social media platforms and monitor activity, and create reports.

Sprout Social

3rd party purchased service supplier. Takes over social media accounts, website trafficking, does marketing for you, and hiring experts in an economic way

Details of Sprout Social

Lack of control, it gives login and other information to 3rd parties, typically only for a campaign or mid-size firm, and uses a variety of tools.

Facebook interest targeting

Setting focused on a specific group of users and compare results there.

Big data

Datasets not metric or values. Large diverse sets of information growing at increasing rates. Uses multiple sources and multiple formats. A mix of structured and unstructured data.

Structured data

Quantitative and objective pre-defined nature. Easy to count, measure, and expressed in numbers.

Unstructured data

Unorganized or no pre-determined format. Examples are: audio, text files, and images.

Big data opportunities

More data means companies can better tailor products and marketing efforts. There is a higher satisfaction and repeat business. Can do deeper richer analysis

Big data problems

So vast it can create overload, noise, or misunderstanding of what’s valuable. Neds certain capabilities to handle certain volumes of data

Data today

Predicts personal attributes from social media likes, character traits expressed from phone calls, and rhythm of keyboard typing. Can predict personal attributes. Conflicts saying what they do and what their actual actions are

ChatGPT and AI Shopping

Can do full transactions through chatgpt. Sellers like shopify saw an increase in sales after it was implemented. Sites like amazon are trying to keep up

Data is the oil of the digital economy

Powers vehicles and makes other products that we consume everyday. Data is valuable commodity but is durable and reusable. Improve customer satisfaction by analyzing data

Direct relations with users

Aggregator characteristic. Relationship that is payment-based, account, or regular usage.

Zero marginal costs for serving users

Characteristics of aggregators. Initial companies had to do 3 times marginal costs. Aggregators are digital and may need costs in the beginning. Digital distribution costs

Demand-driven multi-sided networks with decreasing acquisition costs

Digital goods means theres an abundance of supply. Superior discovery or service. Success user experience

Aggregation Theory

Winner takes all. Become better users the more consumers and users they serve. More users= better company. Connect supply with demand. Bring value to companies by removing overhead costs by doing this efficiently over the internet

Multi-channel vs. omni-channel

Not all channels can qualify. Can have great social media campaign, mobile marketing approach, and great approach but if they don’t work together it isn’t omnichannel

Omnichannel marketing

Multi-channel sales approach with an integrated and integrated customer experience. Holistic approach. Seamless. Aligns messaging, goals, objectives, and design

DisneyWorld App

Successful omnichannel approach. Starts with initial experience on their website. Trip planning that also works well on Disney device. Consumers can use app for attractions they want to see. Tools that sync to phone that acts as way to order food and load money.

Starbucks rewards app

Another successful omnichannel approach. Get free rewards card when you make a purchase. Encourage loyalty program. Reload card online, in-app, in-store. Updates get updating at all platforms at the same time