Chapter 4: Digital Marketing Design Flashcards

A set of vocabulary flashcards covering the key concepts of digital marketing design, customer journey stages, and Thai consumer behavior as described in the lecture notes.

Needs

An individual's basic requirement that must be fulfilled in order to survive.

Wants

Goods and services which an individual likes to have as a part of his caprices, such as lifestyle drinking or beautiful packaging.

Touchpoint

Any time a potential customer or customer comes in contact with your brand before, during, or after they purchase something.

Awareness Stage

The initial phase of the customer journey where digital touchpoints include paid content, search, online display, PR, radio, and TV.

Consideration Stage

The phase where Thai consumers search for information via search engines, video clips, customer reviews, chat applications, or posting questions on social media.

Retention Stage

The phase focused on making consumers impressed through fast delivery, e-coupons for next purchases, thank you notes, and CRM strategies.

Advocacy Stage

The stage where happy customers buy again, pass word-of-mouth messages (organic viral), and treat the brand as a first priority.

Odd Number Pricing Strategy

A strategy using prices like $299\,\text{baht}$ to signal that a price discount is being given.

Even Number Pricing Strategy

A strategy using prices like $2500\,\text{baht}$ to signal a high quality product.

Brand Evangelism

When someone is so in love with a product's quality, style, or service that they literally spread the good news about the brand every chance they get.

Reach

A metric in Facebook Insights representing the number of people who have seen any content from your Page or about your Page.

Impressions

A YouTube Analytics metric representing how many times your video thumbnails were shown to viewers.

Click-through rate (CTR)

A metric in YouTube Analytics showing the percentage of impressions that turned into views.

Returning Viewers

Viewers who had already watched your channel before and returned to watch in the selected time period.

Unique Viewers

The estimated number of people who watched your content within the selected date range.

The 4Cs (Lego Case Study)

A framework for customer experience consisting of Experience, Exchange, Everywhere, and Evangelism.

SEM (Search Engine Marketing)

An online media tool used at the Awareness and Evolution stages of the customer journey, often involving Pay Per Click.

User Generated Contents

Content created by users that serves as a tool for the Advocacy stage of the customer journey.

CRM (Customer Relationship Management)

Strategies utilized at the retention stage to manage the relationship with the customer.

Owned Media

Media channels that a brand controls, which require budget spending alongside paid and earned media to generate ROI.