DM Lecture Four
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Transcript of DM Lecture Four
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digital and interactive marketing #DM
4
users, and consumers customers,
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SOSTAC planning framework…
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situation analysisobjectivesstrategytactics
actioncontrol
growth
position
competive
corporate
marketing
digital
resources
scheduling
Smith, 1990
7P’s
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strategy… Segmentation
• Regional• National• International
Geographic
• Age• Gender• Family
Demographic
• MOSAIC• ACORN
Geo-demographic
• Income• Occupation• Education
• Religion• Race• Class
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• Lifestyle• Personality
Psychographic
• Benefits sought• Purchase occasion• Attitude
Behavioural
• Usage rate• User status• Loyalty
strategy… segmentation
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MOSAIC and online behaviour…
Digital Trends 2013, Experian Marketing Services
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online behaviour…
what is it? …the 3 S’s
…search behaviour
How many pages of results browsed…
Number of ads clicked on…
What is searched for…
When do they search…
Shift towards longer strings
2 weeks = 1billion google searches in the UK
10% of UK searches in 2012
…90% visit the second page
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online behaviour……site behaviour
…bounce rate
…device used
…journey and flow
…dwell time
…page views
…originating source
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…using analytics to segment
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online behaviour…
…social behaviour
…interests
…sentiment
…frequency of interaction
…which media are used?
…level of influence
…number of groups/communities
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…measuring influence
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spectator
joiner
collector
critic
creator
inactive
Forrester… social technographics
conversationalist
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…where do we socialise?
Harris Interactive, May 2014
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lies, damn lies… and facebook
…how honest are profiles?
“social acceptability bias” in data and research
…people say what they think you want to hear.
People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them
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media consumption...
Over 25’s are search first - under 24’s are social first
…the average UK household owns 11.4 different media devices
…the Smartphone is still primarily a phone, only half of
owners use it to access the web
…the death of the “PC” is predicted
…but the most common activity on a smart phone is..?
The tablet is the currently biggest growing media device… a 175%
growth YoY
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…growth in key technology platform usage…
Ofcom, 2014
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perceived risk…
…phishing
…flogs and shills
privacy
security
…trolling
…time
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customer personas...
…can be formed through research
…or focus groups
…gather relevant qualitative data
better to engage in depth interviews…
To start with – we can link them to buyer behaviour
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Consumer Decision-making
Problem/ Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Evaluation of Purchase
Fill, 2009
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a guide to building personas...
…use classic segmentation bases and variables
also bring in a focus on lifestyle and attitude
consider “technographics” and also “webographics”…
…also consider other criteria in Search, Site and Social
web experienceactivity
platform frequency
Smart Insights, 2013
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…finally
we need to validate the persona’s internally…
…and place them into hypothetical situations
What would they think?
How would they feel?
What would they do?
“what if we decided to provide detailed images of content via instagram?”
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example personas for the smartphone market
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MOSAIC persona’s…
…four ‘always on’ persona’s
considers media, platforms and behaviour
http://www.experian.co.uk/marketing-services/always-on-consumer.html, 2014
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References and reading
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice HallSmith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth HeinemannRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digital-
insights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/