DMS Exam notes.docx

# Introduction to digital marketing and transformation This section introduces digital marketing and digital transformation, outlining their definitions, core components, underlying drivers, and impact on marketing practices. ## 1. Introduction to digital marketing and transformation Digital marketing and digital transformation are essential concepts for modern businesses, driven by evolving consumer needs and competitive pressures. ### 1.1 Definitions and key concepts of digital marketing Digital marketing can be understood through various definitions. Traditionally, it involved applying internet and digital technologies alongside traditional communication methods to achieve marketing goals. More broadly, it is viewed as an adaptive, technology-enabled process where firms collaborate with customers and partners to jointly create, communicate, and sustain value for all stakeholders. A key differentiator of digital marketing is its inherent measurability, allowing for precise tracking of marketing efforts. #### 1.1.1 The 7 D's of Digital Marketing Digital marketing encompasses a chain of interconnected digital components, often referred to as the "7 D's": * **Digital Devices**: The hardware used for digital interactions (e.g., smartphones, laptops, TVs, wearables). * **Digital Platforms**: The environments supported by devices, such as social media or app stores. * **Digital Media**: The channels facilitated by platforms, including search engines and social networks. * **Digital Data**: The information collected and managed through digital media. * **Digital Technology**: The infrastructure and tools used to manage digital data. * **Digital Goals**: The specific marketing and business objectives to be achieved through digital efforts. * **Digital Audiences**: The defined target groups (e.g., B2B, B2C, B2B2C). #### 1.1.2 Strategy, mindset, and maturity assessment Effective digital marketing begins with a clear purpose, addressing the "why" behind the marketing efforts, as articulated by Simon Sinek. A crucial element is adopting a **digital mindset**, characterized by being **open, random, supportive, and critical**. Common pitfalls to avoid include assuming clients are identical to oneself, allowing finances to solely dictate decisions, and continuing with "business as usual." Digital Marketing Maturity Assessment models, such as those developed by BCG and Google, chart a company's progress based on **efficiency** (doing things right) and **effectiveness** (doing the right things), often categorizing organizations into archetypes. ### 1.2 Digital transformation definition and drivers Digital Transformation (DT) is defined as a fundamental change in how a firm utilizes digital technologies to develop new digital business models that create and capture greater value. It impacts the entire organization, including its marketing functions. DT is the continuous pursuit of innovative and agile business and operational models to generate new value and experiences for customers, employees, and stakeholders. #### 1.2.1 Consumer imperatives driving digital transformation Consumers are increasingly demanding more from businesses, exhibiting what are termed "consumer imperatives": * **Immediate Delivery**: Expectations for rapid fulfillment of orders and services. * **Customization**: A desire for personalized products and experiences. * **Green/Ethical Products**: Growing preference for sustainable and ethically produced goods. * **Authenticity and Transparency**: Demand for genuine interactions and clear information. * **Co-creation and Value Exchange**: Desire to participate in the creation of value (e.g., through platforms like Kickstarter or Waze). * **Gamification and Connectivity**: Interest in engaging, game-like experiences and seamless interconnectedness. * **Freedom and Reduced Attention Spans**: A preference for autonomy leading to shorter attention spans. #### 1.2.2 Competition as a driver of digital transformation New digital technologies have significantly reshaped the competitive landscape: * **Shifting Sales**: A notable shift in sales towards younger, digitally native firms. * **Global and Intense Competition**: Competition has become more pervasive and aggressive on a global scale. * **Dominance of Digital Giants**: Large, data-rich corporations such as Amazon, Alphabet, Apple, and Facebook now dominate many industries. * **Evolution of Top Brands**: The most valuable global brands are increasingly digital-first. For instance, the top five most valuable brands might be technology companies, a stark contrast to a decade prior when traditional industrial giants were more prevalent. ### 1.3 How digital technologies affect marketing practices Digital technologies impact marketing practices across two primary domains: external communication and internal processes and interactions. #### 1.3.1 Owned media and types of websites Businesses leverage various types of owned digital assets, particularly websites: * **Transactional e-commerce sites**: Designed for direct sales and online transactions. * **Service-oriented, relationship-building sites**: Focus on providing services and fostering customer relationships. * **Brand-building sites**: Aim to enhance brand awareness and perception. * **Publisher or intermediary sites**: Provide content or facilitate connections between buyers and sellers. * **Social network or community sites**: Platforms for user interaction and community building. #### 1.3.2 Internal practices and methodologies Digital technologies necessitate new internal practices and methodologies: * **New Technologies**: Adoption of cloud services, marketing automation, real-time marketing, and App Store Optimization (ASO). * **New Jobs**: Emergence of roles such as Digital Project Manager, Chief Technology Officer, and Community Manager. * **Agile Methodology**: This set of flexible methodologies, including Scrum and eXtreme Programming, is crucial for adapting to unpredictable digital environments. ##### 1.3.2.1 Scrum Scrum is a framework designed to tackle complex adaptive problems by delivering products of the highest possible value. Its iterative and cross-disciplinary nature makes it relevant for creating and managing any technological product, including websites and applications, increasingly involving marketers in its application. ### 1.4 Why set up a digital marketing strategy (DMS)? A Digital Marketing Strategy (DMS) provides a clear vision for how digital capabilities can serve marketing and business objectives. #### 1.4.1 Key features and benefits of a DMS A well-defined DMS is characterized by: * **Implementation of Business Strategy**: Aligns digital efforts with overarching business goals. * **Addressing Objectives**: Directly supports business and brand development goals. * **Value Proposition**: Includes a clear statement of value offered to customers. * **Multi/Omni-channel Support**: Integrates various channels for a seamless customer experience. * **Customer Journey Support**: Maps and optimizes interactions across the entire customer journey. * **Customer Lifecycle Management**: Addresses customers at all stages, from acquisition to retention and growth. A DMS supports business objectives through frameworks like the 5 S's (Sell, Speak, Serve, Save, Sizzle) and the RACE framework. #### 1.4.2 Impediments to DMS implementation Several factors can hinder the successful implementation of a DMS: * Lack of clear or specific objectives. * Unclear responsibilities and ownership. * Insufficient internal budget and resources. * Absence of suitable staff and industry partnerships. * No defined online value proposition. * Lack of assessment of effectiveness and performance. > **Tip:** Before developing a digital marketing strategy, it's crucial to start with the "why" – understanding the core purpose and values of the business. > **Example:** A company might want to increase online sales (a business objective). A DMS would then detail how digital channels, content, and advertising will be used to achieve this, specifying target audiences, key messages, and performance metrics. --- # Digital marketing strategy formulation and situation analysis Digital marketing strategy formulation involves defining the purpose of digital marketing, conducting a thorough situation analysis of the internal and external environments, and setting SMART objectives to achieve marketing goals. ## 2. Digital marketing strategy formulation and situation analysis ### 2.1 Digital marketing strategy definition and purpose A digital marketing strategy (DMS) is the approach by which applying digital technology platforms supports marketing and business objectives. It defines how objectives will be met, allocates resources accordingly, selects strategic options for market competition, and provides a long-term plan for the organization’s development. The core principle behind DMS is "You can’t manage what you can’t measure." **Start with the Why:** Before setting a strategy, a company needs a clear purpose. People are driven by why a company does something, not just what it does. This requires a digital mindset that is open, supportive, and critical. Common errors to avoid include assuming clients are like oneself, letting finances solely dictate decisions, and adhering to "as usual" practices. #### 2.1.1 Digital marketing strategy formulation process The strategy formulation process is often visualized as a cycle involving three core stages: 1. **Opportunity:** Identifying potential areas for growth and improvement. 2. **Strategy:** Developing the plan to capitalize on opportunities. 3. **Action:** Implementing the strategic plan. #### 2.1.2 Key features and benefits of a digital marketing strategy A well-formulated DMS will: * Implement the overall business strategy. * Address specific objectives for business and brand development. * Include a clear value proposition. * Be multi- or omni-channel. * Support the entire customer journey. * Manage the customer lifecycle effectively. #### 2.1.3 Factors impeding digital marketing strategy implementation Several factors can hinder the successful implementation of a DMS: * Lack of clear or specific objectives. * Unclear responsibilities. * Insufficient internal budget or resources. * Lack of suitable staff and industry partners. * Absence of an online value proposition. * No thorough assessment of the market and competitive landscape. #### 2.1.4 Digital marketing strategy development process (step-by-step model) The development of a DMS typically follows a structured, cyclical process that integrates various analytical and planning stages. ### 2.2 Situation analysis Situation analysis is the process of collecting and reviewing information about an organization's external environment and its internal resources and processes. This analysis is crucial for refining the overall strategy. #### 2.2.1 The internet marketing environment model This model helps to understand the complex interplay of factors influencing internet marketing. #### 2.2.2 Micro-environment analysis This involves a detailed examination of factors directly influencing the organization. ##### 2.2.2.1 Customer analysis The goal of customer analysis is to go beyond raw data and empathize with clients, understanding their needs, expectations, and pain points. Key areas of investigation include: * **General Internet usage:** Geographical location of access, type of access (broadband, data), devices used, and cost of access. * **Online behavior/webographics:** Time spent online, online activities, search methods for information, and decision-making processes. * **Decision-making process (consumer journey):** Where customers search for product information, influences on purchases, and their current stage in the decision-making process. * **Profiling data:** Demographic and psychographic variables, customer stories, typical daily routines, motivations for being online, pain points, and desired customer experiences. **Customer Journey (CJ):** This encompasses all interaction points a customer has with the company before, during, and after a purchase. Understanding the current state of digital consumer interactions is essential for optimization. * **CJ Components:** Buying journey stages, customer intent/motivations, moments of friction (pain points), emotions, actions, and all touchpoints between customers and brands. **Tools for Customer Analysis:** * **External/Non-Internal Data:** Google Trends, Google Consumer Barometer, Think with Google, Facebook Audience Insights, government statistics (e.g., Eurostat, Data.gov), Pew Internet Surveys, Statista, Reuters Institute Digital News Report, CIM Establishment Survey, and ChatGPT (for identifying other sources, use with caution). * **Internal/Commercial Data:** CRM systems, Google Analytics, Google Search Console, Microsoft Clarity, Statista, Hootsuite, Semrush, and Mention. ##### 2.2.2.2 Competition analysis Understanding the competitive landscape is vital in the digital space, which is characterized by new digital technologies, intense global competition, and the dominance of large, information-rich digital firms. ##### 2.2.2.3 Supplier, publisher, and intermediaries analysis Digital technologies have revolutionized supply chain structures. New digital suppliers include online intermediaries and publishers that offer services to businesses or facilitate exchanges between businesses and consumers. **Types of Digital Intermediaries/Suppliers:** * **Publishers:** Media companies like The Economist, Le Soir, Mashable, BuzzFeed. * **Directories:** Yahoo! directory, Open Directory, Business.com. * **Search Engines:** Google, Yahoo! Search, Bing. * **Virtual Resellers:** Amazon. * **Financial Intermediaries:** PayPal. * **Virtual Communities and Social Networks:** Facebook, TikTok. * **Evaluators:** Tripadvisor, Yelp. * **Web Hosting:** Amazon Web Services, GoDaddy, Ionos. * **Website Development Services.** * **Digital Ad Networks:** Act as intermediaries between publishers and advertisers, selling packaged ad inventory. Examples include Adcash and Adsterra. ##### 2.2.2.4 Internal audit The internal audit aims to understand the organization's current digital capabilities and performance. Key questions include: * What internal digital resources (financial, technological, human, processes) are available? * What is the organization's current level of digital capability (e.g., no online presence, simple static website, cross-channel)? * How is performance measured against digital Key Performance Indicators (KPIs)? * How do existing digital channels contribute to business objectives (e.g., leads, sales, loyalty, branding)? **Internal Audit Resources:** Google Analytics, Google Alerts, Website Grader (by Hubspot), Digital Maturity tool (BCG & Google), SimilarWeb, and Semrush. #### 2.2.3 Macro-environment analysis (PESTELC) This analysis examines broader trends that can impact the organization. The PESTELC framework includes: * **Political:** Government policies, regulations, and political stability. * **Economic:** Economic growth, inflation, interest rates, and consumer spending power. * **Social:** Demographic trends, cultural shifts, lifestyle changes, and consumer attitudes. * **Technological:** Innovation, new technologies, automation, and digital infrastructure. * **Environmental:** Climate change, sustainability concerns, and environmental regulations. * **Legal:** Laws related to marketing, data privacy, consumer protection, and competition. * **Cultural:** Societal norms, values, and beliefs that influence consumer behavior. ### 2.3 Goal setting Setting clear and measurable objectives is fundamental to digital marketing strategy. #### 2.3.1 SMART objectives framework Objectives should be SMART: * **Specific:** Clearly defined and unambiguous. * **Measurable:** Quantifiable with clear metrics. * **Achievable:** Realistic and attainable within given constraints. * **Relevant:** Aligned with broader business and marketing goals. * **Time-bound:** Have a defined deadline for achievement. #### 2.3.2 Types of objectives Objectives can be categorized in various ways: * **Strategic objectives:** Based on frameworks like the 5 S's (Sell, Speak, Serve, Save, Sizzle) or customer journey/funnel stages (acquisition, conversion, retention, growth). * **Operational objectives (VQVC):** * **Volume:** Unique visits, visits, page views. * **Quality:** Bounce rate, duration, pages per visit. * **Value:** Revenue per visit, page value. * **Cost:** Cost per acquisition. #### 2.3.3 How to set up SMART digital marketing strategy objectives When framing objectives, consider the level (business, marketing, digital marketing) and the objective type (e.g., 5S or funnel-based). Examples include increasing online billing adoption, improving website conversion rates for specific segments, or reducing online advertising spending. #### 2.3.4 Performance drivers and KPIs Performance metrics evaluate business processes, while Key Performance Indicators (KPIs) assess process performance and goal achievement. * **Lagging digital KPIs:** Indicate past performance and suggest corrective actions (e.g., sales volume, cost per acquisition). * **Leading digital KPIs:** Trend analysis suggests future performance (e.g., repeat sales metrics, customer satisfaction ratings). **Note on Framing Objectives:** Always make objectives SMART, considering the level (business, marketing, digital marketing) and the objective type (5S or funnel-based). #### 2.3.5 The DMS process loop This summarizes the cyclical nature of developing and refining a digital marketing strategy, integrating analysis, objective setting, and action. > **Tip:** When setting DMS objectives, always ensure they are SMART and consider the appropriate level (business, marketing, digital marketing) and objective type (e.g., 5S or funnel-based) to ensure alignment and measurability. --- # Digital marketing communication and execution tactics This section delves into various digital marketing communication strategies and their practical implementation tactics, focusing on how they are executed to reach target audiences and achieve marketing objectives. ### 3.1 Digital marketing strategy overview A Digital Marketing Strategy (DMS) is an approach that utilizes digital technology platforms to support marketing and business objectives. It defines how these objectives will be met, allocates resources, selects strategic options for market competition, and provides a long-term plan for organizational development. The process of strategy formulation typically involves three core stages: opportunity identification, strategy development, and action implementation. #### 3.1.1 Digital transformation and its drivers Digital Transformation (DT) is defined as a change in how a firm employs digital technologies to develop new digital business models that create and appropriate more value. This transformation impacts the entire company, including marketing. Key drivers of DT include consumer imperatives, such as demands for immediate delivery, customization, and ethical products, and evolving consumer needs and behaviors, like expecting instant gratification, authenticity, transparency, and value co-creation. Competition is also a significant driver, with new digital technologies drastically altering market landscapes, leading to sales shifts towards young digital firms and increased global intensity. Dominant digital giants now lead many industries, as evidenced by top global brands being predominantly digital. #### 3.1.2 Impact of digital technologies on marketing practices Digital technologies affect marketing in two primary domains: external communication and internal practices/interactions. * **Owned Media/Types of Websites:** These can range from transactional e-commerce sites and service-oriented, relationship-building sites to brand-building sites, publisher/intermediary sites, and social network/community sites. * **Internal Practices and Methodologies:** Digital technologies necessitate new internal practices, including the adoption of new technologies like cloud services and marketing automation, the creation of new job roles such as Digital Project Manager and Community Manager, and the implementation of agile methodologies. #### 3.1.3 Agile methodology in digital marketing Agile is a set of methodologies, such as Scrum and eXtreme Programming, that provide flexibility to cope with unpredictable environments. Scrum, in particular, is a framework for addressing complex adaptive problems and delivering products of the highest possible value. Its cross-disciplinary nature makes it relevant for managing any tech product, and marketers are increasingly involved in its application. #### 3.1.4 Benefits and implementation of a DMS A DMS aims to implement business strategy, address objectives for business and brand development, and includes a value proposition. Key benefits include being multi- or omni-channel, supporting the customer journey, and managing the customer lifecycle. The RACE framework is often used to support business objectives. Factors that can impede DMS implementation include unclear objectives, undefined responsibilities, insufficient budget, lack of suitable staff, no online value proposition, and no assessment of effectiveness. #### 3.1.5 Situation analysis for digital marketing Situation analysis involves collecting and reviewing information about an organization's external environment and internal resources. This analysis is crucial for refining strategy. * **Internet Marketing Environment Model:** This model helps in understanding the broader context. * **Micro-environment Analysis:** * **Customer Analysis:** The goal is to empathize with clients, understanding their geographical location of access, type of access (broadband, data), devices used, cost of access, online behavior (time spent, activities, search habits), decision-making processes (consumer journey), and profiling data (demographics, psychographics). Tools like Google Trends, Google Consumer Barometer, Think with Google, and Facebook Audience Insights are valuable for this. * **Competition Analysis:** Understanding competitors' digital strategies and presence. * **Supplier, Publisher, and Intermediaries Analysis:** Digital technologies have revolutionized supply chains, introducing online intermediaries and publishers. These can include directories, search engines, virtual resellers, financial intermediaries, virtual communities, evaluators, web hosting providers, and website development services. Digital Ad Networks act as intermediaries between publishers and advertisers. * **Internal Audit:** This involves understanding the organization's current digital capabilities and performance, including digital resources (financial, technological, human, processes), level of digital capability, performance measurement against KPIs, and the contribution of existing digital channels to business objectives. Tools like Google Analytics, Google Alerts, Website Grader, and SimilarWeb are useful here. * **Macro Environment Analysis (PESTELC):** This framework assesses political, economic, social, technological, environmental, legal, and cultural trends relevant to digital marketing. #### 3.1.6 Goal setting for digital marketing Objectives must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound). Types of objectives can be strategic (based on the 5S framework: Sell, Speak, Serve, Save, Sizzle; or customer journey/funnel stages like acquisition, conversion, retention, growth) or more operational (VQVC: Volume, Quality, Value, Cost). Performance drivers and Key Performance Indicators (KPIs) are used to evaluate efficiency and effectiveness. Lagging KPIs indicate past performance, while leading KPIs suggest future performance. ### 3.2 Digital marketing communication tactics Digital marketing communication leverages various channels and strategies to engage with target audiences. The key lies in understanding the shift from traditional "push" (outbound) marketing to more engaging "pull" (inbound) strategies. #### 3.2.1 Inbound/content marketing strategy * **Definitions:** * **Inbound Marketing:** An approach focused on attracting customers through content and interactions that are relevant and helpful, rather than interruptive. * **Content Marketing:** The creation and distribution of valuable, relevant, and consistent content to attract and retain a defined audience, driving profitable customer action. * **Push vs. Pull:** Inbound marketing is a pull strategy, aiming to draw customers in, contrasting with traditional push (outbound) methods. * **Frameworks:** The Pirate Funnel (AAARRR) and AIDA are frameworks that guide the role of inbound marketing in moving customers through stages. * **Myths vs. Facts:** Inbound is a strategy, not just a tactic; it complements outbound strategies and works best when the product genuinely creates value. It should not be built on clickbait. #### 3.2.2 Search Engine Optimization (SEO) * **Core Concepts and Goals:** SEO aims to make content visible and appealing in search engines to gain organic traffic. It involves fulfilling user search needs with relevant, high-quality content and providing the best user experience. * **How Search Engines Work:** Crawlers analyze web pages' content by reading code, not by visual design. They follow links to index pages. * **SEO Practice (Three Pillars):** * **Technical SEO:** Focuses on content indexation, sitemaps, metadata, content structure, speed, and mobile compatibility. Tools include Google Search Console and Meta SEO Inspector. HTTPS protocol is crucial for security. * **On-page SEO:** Involves content optimization, keyword density, keyword inclusion in URLs, initial content paragraphs, image alt tags, and headings. Keyword research tools like Google Search Console and Google Trends are vital. * **Off-page SEO:** Entails website promotion through creating powerful backlinks from referring websites such as media, partners, suppliers, and blogs, as well as listings in directories and search engines. #### 3.2.3 Online advertising (Paid Media) * **Definition and Context:** Online advertising, or paid media, is a rapid way to reach audiences, increasingly relying on data and instantaneous placement. It involves businesses paying to display ads to a targeted audience on search, social, and display networks, typically operating on an auction system. * **Types of Online Advertising:** Includes SEM/SEA, Display advertising, Social ads, Retargeting/Remarketing, Mobile advertising, Native advertising, Sponsored content, and Email marketing (though not always paid). * **Why Use Online Advertising:** Provides control over touchpoint, message, media, and audience. It's necessary for targeting large audiences, executing repetition strategies, managing complex customer journeys, operating in competitive markets, responding to emergencies, and creating links with offline ads. * **SEM/SEA Payment Models:** * **CPC (Cost Per Click):** Payment per click. * **CPM (Cost Per Mille):** Payment per 1,000 impressions. * **CPA (Cost Per Action/Acquisition):** Payment upon a specific user action (conversion). * **Programmatic Advertising:** The online advertising ecosystem increasingly relies on programmatic buying and selling of ad impressions. #### 3.2.4 Social Media Marketing Strategy (SMMS) * **Definition and Core Distinction:** Social media platforms are where people build networks and share information. SMMS is an organization's integrated pattern of activities that uses social media connectedness and interactions to achieve marketing outcomes, based on customer motivations and deliberate engagement. * **Key Social Media Statistics:** Highlights global user numbers, average time spent daily, popular content types (short-form video), user motivations (staying in touch, filling spare time), top platforms, and the significant role social media plays in brand discovery and website traffic. * **Strategic Social Media Objectives:** The SMMS model focuses on creating engagement. ### 3.3 Execution tactics and frameworks Effective digital marketing execution involves a combination of strategies and a deep understanding of customer behavior and market dynamics. #### 3.3.1 The 70/20/10 Rule This rule provides a framework for resource allocation: 70% on easy, performing activities; 20% on innovation and specific audiences; and 10% dedicated to experimentation. #### 3.3.2 Marketing Mix adaptation (4Cs and Digital Implications) The traditional marketing mix (4Ps/7Ps) is challenged in digital environments, with a shift towards a customer-centric approach, often represented by the 4Cs (Customer Value, Cost, Convenience, Communication). * **Price:** Increased transparency leads to commoditization. Dynamic pricing, segmentation, competition-based pricing, and skimming/penetration strategies are adapted. Various pricing models exist, including subscription, user-based, credit-based, pay-per-view, bundling, ad-supported content, and freemium. * **Place:** Digital offers broader reach and digital supply chain partnerships. Disintermediation (selling direct) and reintermediation (new intermediaries) are common. Distribution channels can be communication-only, through intermediaries, or direct sales. Live Shopping is a new trend combining e-commerce with live video streams. * **Promotion:** Decisions involve investing in site promotion versus site building, and online versus offline promotion. The promotional mix must align with objectives and customer journey stages. Digital Out-of-Home (DOOH) is an interactive form of outdoor advertising. * **Product:** Online research and analytics inform product decisions. The mantra "fail fast, fail often" is important. The platform itself can be considered the product (e.g., apps, e-commerce sites). * **People:** Technology can enhance employees' capabilities, replace human interaction, or facilitate networks between customers and firms. * **Process:** Optimizing marketing processes digitally is a key objective, focusing on efficiency and cost-effectiveness. New digital work methodologies are adopted. * **Physical Evidence:** Online, this refers to the digital customer experience, often combined with physical aspects like in-store technology or mobile apps usable in physical places. #### 3.3.3 Artificial Intelligence (AI) in Digital Marketing * **Rise of Generative AI:** Generative AI is becoming essential for marketers, with significant market growth and adoption rates. It offers benefits like saving time and allowing focus on strategy. * **AI Classifications:** AI is classified by capability (Narrow, General, Superintelligence) and functionality (Reactive Machines, Limited Memory, Theory of Mind, Self-Aware). * **AI Technologies:** Key technologies include Machine Learning (ML), Deep Learning (DL), Natural Language Processing (NLP), Natural Language Understanding (NLU), and Natural Language Generation (NLG). * **AI Applications:** * **Business Intelligence & Analytics:** Providing data-driven insights. * **Content Creation:** Text generation (e.g., product descriptions, emails) and image/video generation using LLMs and AI image systems. * **Customer Interaction:** Virtual assistants, chatbots, virtual agents, and avatars for personalized support and planning. * **Benefits and Challenges:** Benefits include real-time insights, cost savings, improved ROI, enhanced personalization, and 24/7 support. Challenges involve data privacy, trust, cost, technology evolution, customer resistance, and content authenticity. #### 3.3.4 AI and Negative Customer Engagement Research indicates that unmet expectations from AI interactions, particularly chatbots, can lead to negative customer engagement across cognitive, affective, and behavioral dimensions. This can manifest as anger, frustration, distrust, and behavioral reactions like complaints. Managerial implications include proactive expectation management, transparent communication about chatbot limitations, differentiating between active and passive negative engagement for appropriate responses, and using feedback loops to detect dissatisfaction early. #### 3.3.5 Measurement and Analytics * **Two Views to Measurement:** * **Channel Performance View (Web Analytics):** Assesses digital marketing's business contribution by reviewing data like traffic volume, referrals, leads, and sales, relying on channel-specific platforms. * **Customer View of Performance (Qualitative):** Collects customer-generated feedback through online surveys, crowdsourcing, online focus groups, and netnography to understand the "why" behind the data. * **Stages of a Good Measurement Approach (6-Step Model):** 1. **Define the Performance Management System (PMS):** Quantifying efficiency and effectiveness through data acquisition, collation, analysis, and interpretation. Key assessment areas include business contribution, marketing outcomes, customer satisfaction, customer behavior, and source of performance. 2. **Select the Tools for Collecting Data:** Utilizing tools like Google Analytics, SEMrush, Meta Ads Manager, etc. 3. **Collect Data:** Actively using selected tools to track campaign performance. 4. **Analyze:** Going beyond raw metrics to identify trends and comparisons (e.g., A/B testing, clickstream analysis). 5. **Interpret:** Giving meaning to the data and identifying causes for performance dips. 6. **Refine:** Taking corrective action based on interpretation, closing the feedback loop. * **Key Digital Marketing Metrics:** Include traffic and engagement metrics (visits, time on site, page views), efficiency and performance metrics (CTR, bounce rate, conversion rate), cost and value metrics (CPL, CPC, CPA, ROI, CLV), loyalty and retention metrics (lead to close ratio, email open rate), and e-commerce specific metrics (shopping cart abandonment rate). #### 3.3.6 Paid Advertising Strategies and Models * **Digital Advertising Categories:** SEM/SEA, Display Advertising, Social Ads, Remarketing, Mobile Advertising, Native Advertising, Email Marketing, Sponsored Content, and Video Marketing. * **Necessity of Paid Advertising:** Offers instantaneous reach, especially on platforms with limited organic reach (like Facebook). It's crucial for visibility as search engine results pages are often dominated by paid ads. A combination of paid (push) and organic (pull) models yields the best results. * **Google Ads:** With a dominant market share, Google Ads excels in consideration and conversion phases. Targeting is based on intent. AdRank determines position, calculated by bid and Quality Score. Effective cost per click is adjusted based on competitor bids and quality. Remarketing and Performance Max are advanced strategies. * **Meta Ads:** Leverages a vast user base across Facebook, Instagram, and WhatsApp, excelling in top and mid-funnel stages. Targeting is personality-based, emphasizing attractiveness. Ad structure involves Campaigns, Adsets, and Ads. Content strategy focuses on "thumb-stopping" content. #### 3.3.7 Gamification in Digital Marketing * **Definition and Context:** Gamification is the application of gaming principles to non-game situations to change behaviors, enhance user experience, and generate engagement. * **Benefits:** For consumers, it promotes fun and enjoyable experiences. For businesses, it improves customer experience (CX), fosters engagement, and generates data. * **MDE Framework:** Consists of Mechanics (rules, setup), Dynamics (player behavior), and Emotions (player's state of mind). * **Domains of Application:** Lifestyle, Workplace, Marketing, and Product gamification. * **Mechanisms and Motivation:** Gamification utilizes mechanisms categorized into three broad areas, appealing to intrinsic motivation (enjoyment of the task) and extrinsic motivation (reward-driven). * **Self-Determination Theory and Octalysis Framework:** These theories explain core drives (e.g., Epic Meaning, Accomplishment, Creativity, Ownership, Social Influence, Scarcity, Unpredictability, Loss Avoidance) that motivate behavior. Understanding target profiles is key to selecting appropriate mechanisms. * **Gamification in the Consumer Journey:** It can be implemented in core offerings, activation campaigns, or integrated throughout the customer journey, tapping into human motivation. Various strategies like Social Commerce, Social Content, Social Monitoring, and Social CRM utilize gamified elements. --- # The marketing mix in a digital context and AI applications This section outlines how the traditional marketing mix is adapted for the digital context and explores the transformative applications of Artificial Intelligence in digital marketing. ## 4. The marketing mix in a digital context and AI applications The marketing mix, traditionally defined by the 4Ps and later expanded to 7Ps, is undergoing significant adaptation in the digital realm, with a growing emphasis on customer-centric approaches and the integration of Artificial Intelligence across various marketing functions. ### 4.1 Frameworks and adaptation of the marketing mix The traditional marketing mix has evolved to better suit the complexities of the digital landscape. #### 4.1.1 Evolution of marketing mix frameworks * **4Ps (Product, Price, Place, Promotion):** The foundational elements of marketing strategy. * **7Ps (Product, Price, Place, Promotion, People, Processes, Physical Evidence):** An expansion of the 4Ps, particularly relevant for services, adding emphasis on human elements and operational aspects. * **8th P (Partnerships):** A more recent addition, acknowledging the importance of collaborative relationships in the digital ecosystem. #### 4.1.2 Challenging and adapting the mix: The 4Cs In digital environments, the customer's perspective becomes paramount, leading to alternative models like the 4Cs (Customer needs, Cost, Convenience, Communication), which reframe the traditional Ps from a customer-centric viewpoint. #### 4.1.3 Digital implications for the 7Ps The digital context fundamentally alters how each element of the marketing mix is conceptualized and implemented. ##### 4.1.3.1 Price Digital technologies create increased price transparency, empowering customers with more information and leading to a downward pressure on prices due to easier comparison and reduced operational costs for online-only businesses. * **Increased Transparency:** Customers can easily access price comparisons, potentially leading to commoditization. * **Elastic Prices vs. Demand:** Prices can be adjusted dynamically based on real-time demand and market conditions. * **Downward Pressure:** Caused by price aggregators and reduced physical costs for online businesses. **Adaptations:** * **Dynamic Pricing:** Real-time price adjustments based on various factors. * **Segmentation/Differential Pricing:** Offering different prices to different customer segments. * **Competition-based Pricing:** Setting prices in relation to competitors. * **Skimming or Penetration:** Strategic pricing approaches based on consumer perceptions and price sensitivity. **Pricing Models:** * **Subscription:** Recurring payments for access to a product or service. * **User-based:** Pricing varies based on the number of users. * **Credit-based:** Pricing tied to credit systems. * **Pay per view:** Charging for each instance of content consumption. * **Bundling:** Offering multiple products or services together at a combined price. > **Example:** Excel Course Bundles. * **Ad-supported content:** Content offered for free in exchange for viewing advertisements. > **Example:** LE SOIR newspaper with advertisements. * **Freemium:** Offering a basic service for free with paid options for enhanced features. > **Example:** Notion's various plans (Free, Personal, Team, Enterprise). ##### 4.1.3.2 Place (Distribution) Digital technologies broaden reach and transform supply chains, creating new opportunities and challenges. * **Broader Reach:** Ability to connect with customers globally. * **Digital Supply Chain Partnerships:** Reliance on third-party resellers (e.g., Amazon, ASOS) and syndication of product information. * **Local versus Global Site Considerations:** Deciding on the scope and localization of digital presence. **Value Chain Considerations:** * **Disintermediation:** Companies bypass traditional intermediaries to sell directly to consumers. * **Reintermediation:** New digital intermediaries emerge, facilitating transactions. * **Countermediation:** Manufacturers or industry players create their own platforms to regain control. > **Example:** Opodo, founded by European airlines. **Distribution Channel Decisions:** Digital technologies can function as: * Communication channels only. * Distribution channels to intermediaries. * Direct sales channels to customers. * Any combination of the above. **New Place/Channel Trend: Live Shopping** * **Definition:** E-commerce trend where brands and influencers sell products via live video streams on digital platforms. * **Features:** Real-time product showcasing, interactive Q&A with viewers, direct purchase during broadcasts. ##### 4.1.3.3 Promotion Digital promotion decisions involve choosing between online and offline investments and selecting the most effective online techniques aligned with objectives. * **Site Promotion vs. Site Building:** Balancing investment in driving traffic versus developing the website itself. * **Online vs. Offline Investment:** Deciding on the optimal mix of digital and traditional promotional activities. * **Choice of Online Promotion Techniques:** Selecting from a wide array of digital advertising and content marketing strategies. * **Alignment with Objectives:** Promotional mix must support specific business and customer journey stages. **DOOH (Digital Out of Home):** Interactive and contextual advertising leveraging programmatic technologies and data. > **Example:** Foodora utilizes DOOH. ##### 4.1.3.4 Product Online research and analytics provide invaluable insights for product development and refinement. * **Online Customer Research:** Utilizing online focus groups, surveys, feedback forums, and web analytics. * **Product Prototyping & Beta Testing:** Engaging customers early in the development process. **Mantra:** "Fail fast, fail often!" The product itself can be a good, service, or a digital platform (mobile/web apps, e-commerce sites, SaaS). ##### 4.1.3.5 People The "People" element in the digital context involves staff engagement and the role of technology in customer and employee experiences. * **New Roles:** Responding to emails, online chat inquiries. * **Technology's Role:** 1. **Enhancing Employee Capabilities:** Providing tools to improve efficiency. > **Example:** Lowe's robot inventory scanning, MyCCEP portal for Coca-Cola Europacific Partners. 2. **Replacing Human Interaction:** Automating tasks previously done by humans. > **Example:** Amazon Go stores. 3. **Facilitating Networks:** Connecting customers or firms. > **Example:** Airbnb, Amazon Alexa. ##### 4.1.3.6 Process Digital marketing objectives can include optimizing marketing processes for efficiency and effectiveness. * **Process Optimization:** Minimizing response times, reducing staff time and cost per interaction. * **New Digital Work Methodologies:** Adopting agile approaches for flexibility and responsiveness. ##### 4.1.3.7 Physical Evidence In the digital realm, physical evidence translates to the digital customer experience, often combined with physical touchpoints. * **Digital Customer Experience:** The overall perception of a brand based on digital interactions. * **In-store Technology:** Augmented Reality (AR), Virtual Reality (VR), and body recognition technology integrated into physical spaces. * **Mobile Apps in Physical Places:** Enhancing the in-store or on-site experience. ### 4.2 Artificial Intelligence applications in digital marketing Artificial Intelligence (AI) is revolutionizing digital marketing by enhancing analytics, content creation, customer interaction, and business intelligence. #### 4.2.1 The rise of Generative AI Generative AI is rapidly becoming a crucial tool for marketers, projected to drive significant market growth. * **Adoption:** A substantial percentage of marketers are already using generative AI, reporting time savings and a greater focus on strategy. * **Market Projection:** Significant growth anticipated in the generative AI market. #### 4.2.2 Definition and classification of AI AI refers to a computer system's ability to interpret external data, learn from it, and adapt to achieve goals. * **Classifications by Capability:** * **Artificial Narrow Intelligence (Weak AI):** Designed for specific tasks. * **Artificial General Intelligence (Strong AI):** Possesses human-like cognitive abilities across domains. * **Artificial Superintelligence (Conscious AI):** Surpasses human intelligence in all aspects. * **Classifications by Functionality:** * **Reactive Machines:** React to current situations without memory. * **Limited Memory:** Uses recent or past data for decision-making. * **Theory of Mind AI:** Future AI understanding human emotions and intentions. * **Self-Aware AI:** Hypothetical AI with consciousness. #### 4.2.3 Artificial Intelligence Technologies Key AI technologies underpinning these applications include: * **Machine Learning (ML):** Training systems to learn from data and identify patterns. * **Deep Learning (DL):** ML algorithms using artificial neural networks. * **Natural Language Processing (NLP):** Enabling computers to understand and manipulate human language. * **Natural Language Understanding (NLU):** A subset of NLP focused on comprehending human language. * **Natural Language Generation (NLG):** A subset of NLP focused on generating human-like text. #### 4.2.4 General AI Applications AI is being applied across various marketing functions: ##### 4.2.4.1 Business Intelligence & Analytics AI enhances the ability to process vast datasets, derive insights, and make data-driven decisions. ##### 4.2.4.2 Content Creation AI significantly accelerates and personalizes content production. * **Text Generation:** * **Mechanism:** Uses Large Language Models (LLMs) to produce human-like text. * **Tools:** ChatGPT, Frase, Surfer. * **Formats:** Product descriptions, emails, blog posts, advertisements. * **Benefits:** Saves time, enables personalization, maintains consistency, boosts creativity. * **Image Generation:** * **Mechanism:** AI systems create unique visuals from text prompts. * **Tools:** DALL-E 2, Alpaca (for Adobe Photoshop). * **Benefits:** Fast and affordable content, quick visualization, boosts creativity. * **Business Cases:** Heinz, Coca-Cola, Nutella. * **Video Generation:** * **Mechanism:** AI used to create video content. * **Tools:** Synthesia, Heygen. * **Consideration:** AI-generated video can sometimes elicit negative customer responses regarding the replacement of human creatives. > **Example:** Coca-Cola's Secret Santa AI-Generated Christmas Ad 2024 faced criticism. ##### 4.2.4.3 Customer Interaction AI powers more sophisticated and personalized customer service and engagement. * **Virtual Assistants:** Personalized, voice-activated assistance. > **Example:** BMW Intelligent Personal Assistant. * **Chatbots:** Used for planning and advisory interactions. > **Example:** Expedia’s ChatGPT chatbot for trip planning. * **Virtual Agents & Avatars:** Embodied AI assistants offering a visual presence. > **Example:** Qatar Airways Sama Avatar Virtual Assistant. #### 4.2.5 Benefits and Challenges of AI in Digital Marketing **Benefits:** * Real-time Insights * Cost Savings * Improved ROI * Enhanced Personalization * Improved Efficiency * Data-Driven Decision-Making * 24/7 Customer Support * Competitive Advantage * Improved Customer Experience **Challenges/Risks:** * Data Privacy and Compliance * Trust and Transparency * Cost of Implementation * Rapid Technology Evolution * Customer Resistance * Content Authenticity Concerns > **Tip:** Over fifty percent of companies lack a clear AI strategy for content production, and many workers feel they lack the necessary skills to use AI safely and effectively. **Recommendations for Effective AI Use by Marketers:** * Maintain human control and review of AI outputs. * Invest in responsible and safe AI implementation. * Develop a clear AI strategy. * Train employees on effective AI usage. * Integrate AI into existing workflows. * Automate routine tasks with AI to free up human resources for more strategic work. #### 4.2.6 PhD Research Project: AI and Negative Customer Engagement Research into AI, particularly chatbots, highlights their impact on customer engagement, especially when expectations are not met. * **Chatbot Growth:** Rapid expansion of chatbot adoption is anticipated. * **Expectation Disconfirmation:** When customer expectations of chatbots are unmet, it can trigger negative emotions and attitudes, leading to disengagement. * **Negative Customer Engagement:** Manifests across cognitive, affective, and behavioral dimensions. **Implications:** * **Theoretical:** Highlights the multidimensional and often negative nature of engagement driven by expectation disconfirmation in branded chatbot interactions. * **Managerial:** Emphasizes proactive expectation management, transparent communication about chatbot capabilities, framing chatbots as assistants, and differentiating types of negative engagement to enable appropriate service recovery or re-engagement tactics. Combining chatbot and human support is crucial for brand equity. > **Tip:** Turning failed AI interactions into opportunities to rebuild trust is vital for long-term customer relationships. --- # Measurement, reporting, and gamification in digital marketing This section explores how digital marketing performance is measured through channel and customer perspectives, outlines a robust measurement approach, details key metrics, and examines gamification as a strategy to enhance engagement. ### 5.1 Measurement in digital marketing Measuring digital marketing performance is crucial for understanding its effectiveness and optimizing strategies. The theory distinguishes between two primary views of measurement: the channel performance view and the customer view. #### 5.1.1 The channel performance view (Web Analytics) This approach focuses on assessing and improving the business contribution of digital marketing by analyzing data specific to various channels or platforms. It relies heavily on the chosen channels for strategy implementation and aims to monitor and enhance the efficiency of the digital marketing strategy through continuous performance testing. **Key reliance:** Specific channels or platforms. **Objective:** Monitor and improve efficiency. **Tools:** Google Analytics, Facebook Analytics, Google Search Console, HubSpot. #### 5.1.2 The customer view of performance (Qualitative) This approach complements the channel view by focusing on collecting customer-generated feedback rather than solely relying on behavioral metrics. Its value lies in understanding the "why" behind the quantitative data from web analytics. It utilizes online marketing research techniques to gather qualitative insights. **Aim:** Understand the "why" behind behavioral metrics. **Value:** Provides customer feedback and insight. **Methods:** Online surveys, crowdsourcing/customer reviews, online focus groups, online mystery shopping, netnography. > **Tip:** Online satisfaction is a strong predictor of purchase intent. ### 5.2 Stages of a good measurement approach A comprehensive measurement approach involves a systematic six-step process to quantify efficiency and effectiveness. #### 5.2.1 Stage 1. Define the performance management system (PMS) This stage involves defining the process of quantifying the efficiency and effectiveness of past actions through data acquisition, collation, sorting, analysis, interpretation, and dissemination. * **Effectiveness:** Doing the right thing. * **Efficiency:** Doing the thing right. **Five assessment areas for defining PMS:** 1. **Assess business contribution:** Measures a channel's or campaign's contribution relative to overall profits. * **Key metric:** Channel conversion / Overall conversion. * **Crucial consideration:** Channel cross-over effects must be noted. 2. **Assess marketing outcomes:** Records final customer actions resulting from digital marketing activities. * **Key metrics:** Conversion rate, Attrition rate. * **Attrition causes:** Slow page load, unclear messaging, clumsy navigation, high shipping costs, card validation errors. 3. **Assess customer satisfaction:** Measures the customer's evaluation of the channel's service quality and supporting services. * **Key metrics:** Customer satisfaction surveys, reviews, comments, formal service quality measures (e.g., WEBQUAL, E-SERVQUAL). 4. **Assess customer behavior (analytics and metrics):** Determines which content is visited, when, for how long, and whether it leads to desired results. * **Measures:** Must be relevant to digital marketing objectives and categorized by content type. 5. **Assess source of performance:** Evaluates the volume, quality, and value of incoming traffic sources. * **Key measures:** Percentage of referrals/sales, CPA, CPS, contribution to sales. #### 5.2.2 Key digital marketing metrics These metrics are vital for evaluating performance across various aspects of digital marketing. * **Traffic & Engagement:** Total website visits, traffic by channel, new vs. returning traffic ratio, time spent on site, page views per session, interactions per visit. * **Efficiency & Performance:** Click-Through Rate (CTR), Bounce rate, Exit rate, Total conversions. * **Cost & Value:** Cost Per Lead (CPL), CPC, Cost Per Acquisition (CPA), Return on Investment (ROI) / Return on Ad Spend (ROAS), Customer Lifetime Value (CLV). * **Loyalty & Retention:** Lead to Close ratio, Email Open Rate, Visitor session per visitor. * **E-commerce Specific:** Shopping Cart Abandonment Rate. #### 5.2.3 Stage 2. Select the tools for collecting data This involves choosing the appropriate tools for website data analysis, SEO/SEA management, and social media advertising. * **Website Data Tools:** Google Analytics, WordPress, Maxymiser. * **SEO and SEA Management Tools:** Google Search Console, SEMrush, Google Ads. * **Social Media Ads Tools:** Meta Ads Manager, LinkedIn Ads. #### 5.2.4 Stage 3. Collect data This stage involves actively using the selected tools to track campaign performance, such as implementing the Facebook Meta Pixel to track conversions from Facebook campaigns. #### 5.2.5 Stage 4. Analyse Analysis goes beyond raw metrics, often requiring comparisons (e.g., Year-to-Year, by consumer segment, by campaign, or by channel) to identify leading KPIs. * **A/B (Multivariate) Testing:** Testing different versions of page elements to measure effectiveness by serving versions randomly to visitors and tracking responses. * **Tools:** Optimizely, Google Analytics Experiments, KISS Metrics, Maxymiser, A/Bingo. * **Clickstream Analysis:** Analyzing user paths to highlight top customer journeys, on-site search behavior, and visitor segmentation. * **Tools:** Google Analytics, Heap analytics, Maxymiser, Adobe Marketing Cloud. #### 5.2.6 Stages 5 and 6. Interpret and Refine * **Interpretation:** Giving meaning to the data by identifying the reasons behind performance dips or successes. * **Refinement:** Taking corrective action based on interpretations, such as changing the User Experience (UX) of a website, to influence future strategy and close the feedback loop. ### 5.3 Gamification in digital marketing Gamification is the application of gaming principles and elements to non-game contexts to influence behavior, enhance engagement, and improve user experience. It aims to make activities more enjoyable and motivating by tapping into human psychology. #### 5.3.1 Definition and context Gamification draws from disciplines like game design, behavioral economics, and motivational psychology. It differs from games in that its primary purpose is not just entertainment but to generate engagement and desired actions by appealing to human feelings, ambitions, and motivations. * **For Consumers:** Promotes fun and enjoyable experiences while achieving personal goals; makes processes "more fun." * **For Businesses:** Significantly improves consumer experience (CX), fosters engagement and usage, and generates valuable consumer data. #### 5.3.2 MDE Framework The MDE framework outlines the core components of a gamified experience: * **Mechanics:** The rules, goals, and setup of the gamified system. * **Dynamics:** The emergent behaviors, strategic actions, and interactions of the player. * **Emotions:** The mental affective states and reactions evoked among players. #### 5.3.3 Domains of application Gamification is applied across four primary domains: 1. **Lifestyle Gamification:** Applied to daily habits and activities (e.g., habit building apps, learning achievements, meditation stats). 2. **Workplace Gamification:** Used to motivate employees in areas like project management, training, and sales. 3. **Marketing Gamification:** Creating campaigns that engage users in unique and fun experiences (e.g., loyalty programs, sweepstakes). 4. **Product Gamification:** Making a product itself more inspirational, fun, and engaging (e.g., profile progress bars, tracking and achievement systems). #### 5.3.4 Elements and mechanisms Gamification mechanisms are often categorized based on the types of motivation they tap into. * **Intrinsic Motivation:** Driven by the inherent enjoyment of the task itself. * **Extrinsic Motivation:** Driven by external rewards derived from the task. #### 5.3.5 Self-Determination Theory and the Octalysis Framework The Octalysis Framework, based on Self-Determination Theory, identifies 8 Core Drives (CDs) that motivate behavior in gamified systems: 1. **Epic Meaning & Calling:** Belief that one is doing something greater than themselves. 2. **Development & Accomplishment:** Need for growth, skill development, and overcoming challenges. 3. **Empowerment of Creativity & Feedback:** Motivation from learning, inventing, and engaging in creative processes. 4. **Ownership & Possession:** Desire to own, improve, protect, and acquire more. 5. **Social Influence & Relatedness:** Desire to connect, compare, and be influenced by others. 6. **Scarcity & Impatience:** Motivation to obtain something rare, exclusive, or unattainable. 7. **Unpredictability & Curiosity:** Fascination with uncertainty and chance. 8. **Loss and Avoidance:** Motivation stemming from the fear of losing something or avoiding negative outcomes. > **Tip:** Understanding target audience profiles and their primary motivations is crucial for selecting appropriate gamification mechanisms. #### 5.3.6 Gamification in the consumer journey Gamification can be implemented at various stages of the consumer journey to enhance engagement. * **Core Offering:** Gamification elements are integrated into the main product experience. * **Activation Campaign:** Standalone campaigns designed for immediate engagement. **Implementation of Gamification in Marketing (Table Summary):** | Strategy | Objective | Direction of Interaction | Customer Engagement | Purpose / Definition | Example | | :-------------- | :---------------- | :----------------------- | :------------------ | :--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | :---------------------------------------------- | | Social Commerce | Promote & Sell | One-way | Low | Exchange-related activities influenced by social networks across all exchange stages. Purpose = SELL. | Timberland’s Instagram Shop | | Social Content | Connect & Collaborate | Firm-initiated two-way | Mid–Low | Create timely, valuable content based on needs, aiming for brand awareness/popularity through virality, stimulating interaction, and spreading positive WOM. | Pret A Manger TikTok content / Q&A | | Social Monitoring | Listen & Learn | Customer-initiated two-way | Mid–High | Observe customer behavior and actively search for and respond to customer needs and complaints. Techniques include Netnography, Social Media Scraping, and Sentiment Analysis. | Netnography, Social Media Scraping | | Social CRM | Empower & Engage | Collaborative-way | High | Collaborative interaction intended to engage and empower customers to build mutually beneficial relationships. Requires systematic collection, analysis, and action on social media data. | Facebook Lookalike audiences for segmentation | --- ## Common mistakes to avoid - Review all topics thoroughly before exams - Pay attention to formulas and key definitions - Practice with examples provided in each section - Don't memorize without understanding the underlying concepts

| Term | Definition | |------|------------| | Digital Marketing (DM) | The application of Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives, or an adaptive technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, and sustain value for all stakeholders. | | Digital Transformation (DT) | A change in how a firm employs digital technologies to develop a new digital business model that creates and appropriates more value for the firm, affecting the whole company, including marketing, or the evolving pursuit of innovative and agile business and operations models to create new value and experiences for customers, employees, and stakeholders. | | Customer Journey (CJ) | The accumulation of every interaction point a customer has with the company before and after purchasing, encompassing buying journey stages, customer intent, moments of friction, emotions, actions, and all touchpoints between customers and brands. | | SMART Objectives Framework | A framework for setting objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound, ensuring clarity and accountability in marketing efforts. | | Key Performance Indicators (KPIs) | Metrics used to assess the performance of a process and/or whether goals are achieved, categorized as lagging (indicating past performance) or leading (suggesting future performance). | | Inbound Marketing | An approach focusing on attracting customers through content and interactions that are relevant and helpful, rather than interruptive, contrasting with traditional push (outbound) methods. | | Content Marketing | A technique involving the creation and distribution of valuable, relevant, and consistent content to attract and retain a defined audience to drive profitable customer action. | | Search Engine Optimization (SEO) | A set of processes aimed at improving a website's visibility in search engines to gain organic traffic, by fulfilling users’ search needs with relevant, high-quality content and providing the best user experience. | | Online Advertising (Paid Media) | A marketing strategy where businesses pay to display ads to a targeted audience, typically referring to internet-based ads on search, social, and display networks, often working on an auction system. | | Social Media Marketing Strategy (SMMS) | An organization’s integrated pattern of activities that transforms social media connectedness and interactions into strategic means to achieve desirable marketing outcomes, based on assessing customer motivations and undertaking deliberate engagement initiatives. | | Marketing Mix | A framework of key elements used to define marketing strategy, traditionally including Product, Price, Place, and Promotion (4Ps), often expanded to include People, Processes, and Physical Evidence (7Ps), and further adapted for digital contexts. | | Artificial Intelligence (AI) | A computer system’s ability to correctly interpret external data, learn from such data, and use those learnings to achieve specific goals and tasks through flexible adaptation. | | Generative AI | A type of artificial intelligence that can create new content, such as text, images, audio, and video, by learning from existing data. | | Machine Learning (ML) | A subset of AI that trains systems to learn from data, enabling computers to identify patterns, make decisions, and improve their performance on a task without being explicitly programmed. | | Natural Language Processing (NLP) | A field of AI that enables computers to understand and manipulate human language, involving tasks like text analysis, language translation, and sentiment interpretation. | | Gamification | The application of game design principles, behavioral economics, and motivational psychology to change behaviors in non-game situations, enhancing services with gameful experiences to support users’ overall value creation. | | MDE Framework | A framework illustrating the core components of a Gamified Experience: Mechanics (goals, rules, setting), Dynamics (player behaviors, strategic actions), and Emotions (mental affective states and reactions). | | Octalysis Framework | A framework that identifies 8 Core Drives (CDs) that motivate human behavior in gamified systems: Epic Meaning & Calling, Development & Accomplishment, Empowerment of Creativity & Feedback, Ownership & Possession, Social Influence & Relatedness, Scarcity & Impatience, Unpredictability & Curiosity, and Loss and Avoidance. | | Channel Performance View (Web Analytics) | Techniques used to assess and improve digital marketing's business contribution by reviewing data such as traffic volume, referrals, clickstreams, online reach, leads, and sales, relying on specific channels and tools like Google Analytics. | | Customer View of Performance (Qualitative) | An approach aiming to collect customer-generated feedback rather than purely behavioral metrics, using online marketing research techniques like surveys, crowdsourcing, and online focus groups to understand the "why" behind analytics data. | | Performance Management System (PMS) | The process of quantifying the efficiency and effectiveness of past actions through data acquisition, collation, sorting, analysis, interpretation, and dissemination, used to measure digital marketing performance. | | Dark Post | Sponsored content on social media platforms that looks like a regular post but is only visible to the targeted advertising audience and does not appear on the main company page, often used for testing content variants or reaching specific segments. |