Ch 13: Digital Marketing & Social Platforms

What is happening in digital marketing?

• More use of videos (tiktok, reels)

• More mobile (online purchases made via smartphones)

• More marketing automation (chatbots, automated emails, immediate resposne)

GoPro’s relevant and engaging video

Video of skiers using a GoPro and showing their adventures is exciting and shows relevant use

Cookies

Data collected by a website and sent to the browser, with each user’s browsing history and interactions

First-party cookies

Created by the same website the user is visiting

• Data like language, payment method, username & password, products in cart

Third-party Cookies

Created by domain other than the one the user is visiting. Used for marketing & advertising.

• Monitor user’s navigation between different websites 

• Direct retargeting ads 

• Deliver ads to various websites in an optimized way 

Benefits from digital marketing

• New opportunity to interact with consumers

• Target more precisely, with greater reach

• Integrate with other promotion channels (“omni-channel marketing”)

• Co-create content with consumers

• Shorten purchase cycle

Addressability (What makes digital different)

Identify customers before they make a purchase

ex: Amazon uses cookies to identify user when they return to website

Interactivity (What makes digital different)

Customers can express needs and wants directly to the firm 

Accessibility (What makes digital different)

Marketers can obtain digital information 

Connectivity (What makes digital different)

Ability for consumers to be connected with marketers along with other consumers

Ex: Website connects customers to beauty consultants

Control (What makes digital different)

Customer’s ability to regulate the information they view as well as rate and exposure to that information

Why is consumer-generate information becoming more important

• Consumers want to make content too

• Consumers tend to trust other consumers over corporations

Paid Media

Content you pay to place in front of an audience as an ad or sponsorship, while owned and earned are free

Owned Media

Content you create and control

Earned Media

Content others create about you (reviews or instagram posts)

What 3 social media platforms are most popular amongst brands

1. Facebook 

2. Instagram

3. TikTok

Social media “influencers”

Becoming a big business because of their affordability and large audiences

• you can pay influencers ½ of what you’d pay for a commercial

• influencers are more personal than commercials 

Programmatic ad buying

Use of software to buy digital advertising

• requests for proposals, tenders, quotes, and human negotiation

Programmatic marketing “blacklist”

Sites to specifically avoid (marketers may not want their ads showing up on extreme or innapropriate sites)

Programmatic marketing “whitelist”

List approved sites, if your product is sensitive

• Ensures no unsavory material is associated with the message

Cross-device targeting

Delivering advertising to consumers across their multiple platforms and devices

Deterministic Cross-Device Targeting

Uses unique identifier to determine that 2 or more devices are being used by the same person 

Probabilistic Cross-Device Targeting

Hypothesis that an individual is probably using specific devices 

• based on IP addresses, device make and model, cookie data from websites

• Not as accurate!