市场营销学（英文版第15版）课件 ch-14-Digital Marketing

Marketing:AnIntroductionFifteenthEditionChapter14DigitalMarketingCopyright©2023,2020,2017PearsonEducation,Inc.AllRightsReservedObjectivesOutline(1of2)14.1Definedigital

marketinganddiscussitsrapidgrowthandbenefitstocustomersandcompanies.14.2Discusstheconsumerandmarketresearchrequiredtodesignaneffectivedigitalmarketingcampaign.ObjectivesOutline(2of2)

14.3Discussthedifferentdigitalchannelsandmediaandexplainhowcompaniesemploythemtocreateanomni-channelmarketingstrategy.14.4Identifyanddiscussthepublicpolicyissuespresentedbydigitalmarketing.FirstStop:Coca-Cola’sDigitalMarketing:MakingtheBrandaPartoftheConsumer’sStoryCoca-Coladigital,mobile,andsocialmediacampaignssparkbrandconversations,buildbrandcommunity,andmakethebrandapartofconsumers’lives.ObjectiveOutline14.1Definedigitalmarketinganddiscussitsrapidgrowthandbenefitstocustomersandcompanies.DigitalMarketingUsestechnology-intensiveplatforms—theinternet,mobiledevices,andsocialmediato:engagewithindividualconsumers,consumercommunities,andbusinesses.Theseplatforms:ProvideinformationBuildengagementPersuadeconsumersInducebrandpurchaseDrivelong-term,profitablerelationshipsFigure14.1TheDigitalMarketingProcessNewDirectMarketingModel(1of2)TheExpediaGroup’sTunitandthefamousRoamingGnomemakeiteasyforcustomersto“WanderWisely.”NewDirectMarketingModel(2of2)Somecompaniesstillusedigitalmarketingasasupplementarychannelormedium.Formanycompaniestoday,digitalmarketingconstitutesacompletemodelfordoingbusiness.RapidGrowthofDigitalMarketingFastest-growingformofmarketingDigitalmarketingbecomingmoreinternet-basedDigitalmarketingcaimsasurgingshareofmarketingspendingandsalesIncludesonlinedisplayandsearchadvertising,video,socialmedia,mobile,emailBenefitsofDirectandDigitalMarketingtoBuyersBuyersConvenient,easy,andprivateEasybuyer-sellerinteractionQuickaccesstoproductsandrelevantinformationBrandengagementandcommunitySellersLow-cost,efficient,andspeedyBuildclose,personalized,interactive,one-to-onecustomerrelationshipsGreaterflexibilityObjectiveOutline14.1SummaryDirectanddigitalmarketing—engagingdirectlywithindividualconsumersandcustomercommunitiestobothobtainanimmediateresponseandbuildlastingcustomerrelationshipsForbuyers,digitalmarketingisconvenientandeasytouse,Forsellers,directmarketingoftenprovidesalow-cost,efficient,speedyalternativeforreachingtheirmarkets.ObjectiveOutline14.2Discusstheconsumerandmarketresearchrequiredtodesignaneffectivedigitalmarketingcampaign.PreparingforaDigitalMarketingCampaign

(1of2)Adigitalmarketingcampaignstartswithdevelopingadeepknowledgeofdigitalconsumersandtheiromni-channelnavigationbehavior.KnowingtheDigitalCustomerGoodmarketingresearchprovidesconsumerinsightstoguidethedesignandimplementationofdigitalmarketingcampaigns.Digitalconsumerpersonas—detailed,nuanced,andtangiblerepresentationsofprototypicalconsumerstobetargetedbythedigitalmarketingcampaign.Figure14.2ADigitalConsumerPersonaObjectiveOutline14.2SummaryConsumerinsightswillpoweradigitalmarketingcampaign.Digitalmarketersconstructdigitalconsumerpersonasthatcapturetargetedconsumers’behaviors.Marketersmustunderstandomni-channelnavigationbehavior.Digitalmarketingallowsforeasytestingofmarketingapproaches.Marketersmustuseexperimentation.ObjectiveOutline14.3Discussthedifferentdigitalchannelsandmediaandexplainhowcompaniesemploythemtocreateanomni-channelmarketingstrategy.UnderstandingConsumerOmni-ChannelNavigationBehavior(1of2)Omni-channelnavigationbehavior:Toeffectivelymarkettoconsumerswiththerightmarketingcontentattherightplaceandtime,marketersmustunderstandwhichchannelsconsumersareusingateachstageofthecustomerjourney.UnderstandingConsumerOmni-ChannelNavigationBehavior(2of2)Consumeromni-channelnavigationbehavior:Theconsumer’suseofmultiplemarketingchannelsChallenges:TrackingtheconsumerdecisionprocessisdifficultThepatternofchannelnavigationvariesCompaniesmust:researchandunderstandconsumeromni-channelnavigation.usedatafusion,integratingdataUsingExperimentationtoUnderstandWhatWorksExperimentationinthedigitalmarketingcanassess:changesinpricingeffectivenessofdifferentonlineproductofferingsbrandmessagespresentationformats.Marketersmustpreparefordigitalmarketingcampaignsbygainingadeepknowledgeofthedigitalconsumer.OnlineMarketingMarketingviatheinternetusingcompanyWebsites,onlineadsandpromotions,email,onlinevideo,andblogsMarketingWebsites:EngageconsumerstomovethemclosertoadirectpurchaseorothermarketingoutcomeBrandedcommunityWebsites:Presentbrandcontentthatengagesconsumersandcreatescustomer-brandcommunityOnlineAdvertisingOnlineadvertising:AppearswhileconsumersarebrowsingonlineOnlinedisplayads:Digitaladsthatappearonaninternetormobilescreenrelatingtotheinformationbeingviewed.Search-relatedads:Text-andimage-basedadsandlinksappearatoporalongsidesearchengineresultsEmailmarketing:Sendinghighlytargeted,highlypersonalized,relationship-buildingmarketingmessagesviaemailSpam:Unsolicited,unwantedcommercialemailmessagesOnlineVideos(1of2)PostingdigitalvideocontentonbrandWebsitesorsocialmediaViralmarketing:Videos,ads,andothermarketingcontentthatcustomersseekoutorpassalongtofriendsOnlineVideos(2of2)Viralmarketing:Manymarketersworktocreatevideos,ads,andothermarketingcontentthataresoinfectiousthatcustomerswillseekthemoutandpassthemalongtotheirfriends.BlogsandOtherOnlineForumsOnlinejournalsofnarrowlydefinedtopicswherepeopleandcompaniesposttheirthoughtsandothercontentBenefits:Afresh,original,personal,andinexpensivewaytoenterintoconsumeronlineconversationsLimitations:Cluttered,difficulttocontrolandlargelyaconsumer-controlledmediumSocialMediaMarketing(1of3)Socialmedia:Independentandcommercialonlinecommunitieswherepeoplecongregate,tosocializeandsharemessages,opinions,pictures,videos,andothercontentMarketersengagesocialmediaintwoways:UsingtheexistingonesSettinguptheirownSocialMediaMarketing(2of3)TypesandFunctionsofSocialMediaImageandvideoplatformsSocialbookmarkingplatformsInfluenceplatformsMessagingplatformsCrowdfundingplatformsBlogs/microblogsLocationplatformsNicheworkingplatformsWikisServicenetworkingplatformsReviewsandratingsEventplatformsLivestreamingplatformsSocialMediaMarketingAdvantagesandChallengesAdvantagesTargetedandpersonalInteractiveImmediateandtimelyCost-effectiveEngagementandsocialsharingcapabilitiesChallengesEffectiveusageuncertainDifficulttomeasuretheresultsLargelyusercontrolledSocialMediaMarketing(3of3)TheJetBluesocialmediateamrespondstoeverysingleTwittermentionitreceives,withanimpressiveaverageresponsetimeof10minutes.MobileMarketing(1of2)PromotionalcontentdeliveredtoconsumersthroughtheirmobiledevicesEngagescustomersanywhere,anytimeduringthebuyingandrelationship-buildingprocessesMobileMarketing(2of2)Mobilemarketing:Forconsumers,asmartphoneortabletcanbeahandyshoppingcompanion.Asaresult,mobileadvertisingspendingissurging.CreatinganIntegratedOmni-ChannelStrategy(1of2)Today’sconsumersareincreasinglyadeptatomni-channelnavigationduringtheshoppingprocess.Omni-channelmarketing:Creatingaseamlesscross-channelbuyingexperienceOvercomingtheChallengestoOmni-ChannelMarketingAligningOmni-ChannelMarketingandtheOverallBusinessModel.AligningOrganizationalIncentivesandStructures.AligningtheMarketingMixCreatinganIntegratedOmni-ChannelStrategy(2of2)Omni-channelstrategies:TheHomeDepotadoptedwhatitcallsa“OneHomeDepot”strategydesignedtocreate“aninterconnected,frictionlessshoppingexperiencethatenablesourcustomerstoseamlesslyblendthedigitalandphysicalworlds.”ObjectiveOutline14.3Summary(1of2)Newwaytocreatecustomervalue,engagecustomers,andbuildcustomerrelationshipsOnlinemarketingtakesseveralformswebsitesonlineadvertisingandpromotionsemailmarketingonlinevideoblogsObjectiveOutline14.3Summary(2of2)Socialmedia—onlineplacestocongregate,socialize,andexchangeviewsandinformationBrandsuseexistingorsetuptheirownSocialmediaadvantagesandchallenges:Advantage—engagementandsocialsharingcapabilitiesChallenge—consumers’controloversocialmediacontentMobilemarketing—messages,promotions,andothercontentdeliveredtoconsumers’mobiledevicesObjectiveOutline14.4Identifyanddiscussthepublicpolicyissuespresentedbydigitalmarketing.PublicPolicyIssuesinDigitalMarketingIrritation,Unfairness,Deception,andFraudConsumerPrivacyANeedforActionIrritation,Unfairness,Deception,andFraud(1of2)IrritationLoud,long,andinsistentTVcommercialsJunkmailandspamUnfairnessTakingunfairadvantageofimpulsivebuyersDeceptionandfraudInvestmentscamsorphonycollectionsforcharityInternetfraudPhishingOnlineanddigitalsecurityAccessbyvulnerableorunauthorizedgroupsIrritation,Unfairness,Deception,andFraud(2of2)Internetfraudhasmultipliedinrecentyears.TheFBI’sInternetCrimeComplaintCenterprovidesconsumerswithwarningsandaconvenientwaytoalertauthoritiestosuspectedviolations.ConsumerPrivacy(1of2)FearofinvasionofprivacyReadyavailabilityofinformationleavesconsumersopentoabuseConsumerPrivacy(2of2)Consumerprivacy:TheadindustryhasissuedasetofonlineandmobileadvertisingprinciplesthroughtheDigitalAdvertisingAlliancethatcallfordigitalmarketerstoprovidetransparencyandchoicetoconsumersifonlinedataarecollectedorusedfortargetinginterest-basedadvertising.ANeedforAction(1of2)GovernmentactionsDo-not-call,do-not-mail,do-not-tracklistsCanSpamlegislationCongressionallegislation—GivemorecontroltoconsumersoverhowonlineinformationisusedFederalTradeCommission(FTC)—PolicingonlineprivacyANeedforAction(2of2)Market