Project Black Bk Digital Media Marketing (1)

7/23/2019 Project Black Bk Digital Media Marketing (1)

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A PROJECT REPORT ON

MARKETING MANAGEMENT

SUBMITTED IN PARTIAL FULFILLMENT OF BACHELORS OF

MANAGEMENT STUDIES

L.S RAHEJA COLLEGE OF ARTS AND COMMERCE

UNIVERSITY OF MUMBAI

ACADEMIC YEAR

2014-15

SUMITED BY: ASHINI PAAR

PROJECT GUIDE: PROF. ANUP MUNSHI.


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DECLARATION

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CERTIFICATE

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ACKNOLEDGEMENT

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EECUTIVE SUMMARY

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INDE

SR NO CHAPTER PAGE

1 EVOLUTION OF DIGITAL MEDIA MARKETING

2 INTRODUCTION

DIGITAL MEDIA MARKETING - IMPORTANCE

4 FORMS OF DIGITAL MEDIA MARKETING

5 EAMPLES

COMPARISON STUDY

ANALYTICS

DIGITAL MEDIA MARKETING IN INDIA

FUTURE PROSPECTS OF DIGITAL MEDIA

MARKETING

10 CONCLUSION


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EVOLUTION OF DIGITAL MEDIA MARKETING

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Enough technology lets talkabout people

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"3"$+/ +('$"3@ +

SEO (search engine optimisation)

Search Engine )ptimisation is the art *or science+ of

increasing a websites visibility in the search engines. Thiscan be done by increasing the ranking of a particularkeyword, or increasing the volume of keywords that a siteranks for. There are a variety of SE) techniues, from on-site technical analysis and improvement, to contentcreation, outreach, blogging # link-building.

The skills involved are wide-ranging technical capabilities,

an analytical approach, and creativity.


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PPC (pay per click)

aid Search, $ or pay-per-click is the management ofpaid adverts in the search results. These paid adverts aretypically placed above, or to the right of the /organic searchresults, and can cost anything between a penny and 012per click, depending on the competitiveness of the keywordyoure bidding on.

Some terms, such as /car insurance, can reachastronomical levels, so $ management is all aboutma3imising your budget for the best return on investment.

Skills involved are eually wide-ranging a keen eye fordetail in data is reuired, as well as creativity for craftingadverts and responding to trends in the data.

Social media

Social media management isnt 4ust about sending outtweets 5 its about managing a brands image throughmultiple social channels. That may be Twitter or 6acebook,but it may also be interest or (inkedin.

Its also about combining proactive business development,helping fill the top level of the sales funnel, with customersupport 5 helping support the bottom end of the funnel.Social media management has become increasingly matureand comple3 over the last few years, with greater reportingtools available, and a wider range of social networks.

Skills involved blend brand awareness, customer serviceand creativity, as well as an awareness of how social mediametrics reflect on other marketing metrics.


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Online advertising

)nline advertising differs from $ in that you areadvertising on other peoples websites. 6or instance, youmay want to buy banner space on a specific website, andyou would pay the website owner either based on thenumber of impressions, or the number of clicks the advertreceives.

Skills involve design, creativity, negotiation, and dataanalysis, ensuring that the right advert is placed in the rightplace, at the right time.

Affiliate marketing

!ffiliate marketing can be uite similar to online advertising,e3cept that the website hosting the advert will berecompensed only when a sale is made. The payment,therefore, will be higher 5 and will give the website ownerthe incentive to promote the advert more prominently.

!ffiliate marketing isnt restricted to banner advertising.&any affiliates make money through simple links, e-mailmarketing, or even developing ecommerce shops withaffiliate products.

)n the one hand, brands have to negotiate with affiliates,and provide the best possible deal that will ensure the bestpossible promotion, while ensuring that costs are kept downto a level that ensures margins are high.

Skills involve negotiation, planning # data analysis.


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Text messaging

&obile marketing is one of the biggest growth areas indigital marketing. The increased usage of smartphonesaround the world has resulted in a greater dependency onthem for uick and timely information.

Te3t messaging is a push strategy that some view as spam,but if used correctly, can be an effective customermessaging strategy.

Blogging, RSS & News Feeds

7logging 5 and ensuring that blogs are visible 5 involvesnot 4ust writing blogs, but creating a blogging strategy thatbrings together SE), %, social media and web design.

! good blog will be one that attracts natural, organic traffic

through effective keyword research, as well as social traffic.It will be well designed, and it will have a consistent voicethat makes it instantly recognisable.

Viral marketing

8iral marketing combines many elements of the marketing

mi3. Some call it /content marketing, as it always involvesdisseminating an element of content across multiplechannels.

This can include videos on 9outube, blogs, email marketing,as well as traditional elements, but the aim is to ensure thatthe content captures the imagination of your market, andthat the content spreads naturally through onlinecommunities.


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Search Engine Optimization

SEO

Social Media MarketingS%&"+/ '"+ !+# 7'&%' '9'( %(' ",%($+$ +# G%%3/' + &%,+* &(+ %

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Digital Media in India

Digital media has changed the meaning of traditional means of

advertising and selling, India has been following the trend as well andthe following stats prove it is only going to get bigger and better:

o Digital !dvertising has also been witnessing a steady

growth. The online advertising market in India to touch %s

;, $rore.

o e-$ommerce in Indiais e3pected to reach ?;@ billion *%sA,2B,>22 crores+ by the year ;2A1, which e3plains the

emphasis on E-retail stores like 6lipkart, &yntraetc. and

the inclusion of buy button in social networks such as

Twitter # 6acebook *It will be interesting to see how brands

leverage these functions in their strategy.+
http://blog.digitalinsights.in/growth-of-e-commerce-in-india/057587.htmlhttp://blog.digitalinsights.in/5-social-media-lessons-to-learn-from-flipkart/0592587.htmlhttp://blog.digitalinsights.in/5-social-media-lessons-from-myntra-myntratreasurehunt/05169987.htmlhttp://blog.digitalinsights.in/growth-of-e-commerce-in-india/057587.htmlhttp://blog.digitalinsights.in/5-social-media-lessons-to-learn-from-flipkart/0592587.htmlhttp://blog.digitalinsights.in/5-social-media-lessons-from-myntra-myntratreasurehunt/05169987.html


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IMPORTANCE OF DIGITAL MEDIA MARKETING

Theres no denying it, the world is r!idly shi"ting "ro# nlog$e to digitl% Peo!le re &ons$#ing

#ore nd #ore digitl &ontent on dily 'sis ( on #o'ile !hones, l!to!s, des)to! &o#!$ters t

wor), nd #ore ( nd &o#!nies tht h*e not yet re&ognised this in their #r)eting

strtegiesneed to d!t "st%

+hy is digitl #r)eting so i#!ortnt -e&$se it is not only r!idly growing "or&e in the &$rrent

#r)eting !lying "ield, it is set to 'e the "$t$re o" #r)eting, nd it see#s li)ely tht digitl

#edi will soon re!l&e #ore trditionl "or#s ltogether%

+hile older genertions will no do$'t l#ent the de#ise o" !!er.'sed news!!ers, 'oo)s,

&o##$ni&tion #ethods nd trditionl T/ nd rdio 'rod&sts, those who h*e grown $! with

the internet nd #o'ile !hones s God.gi*en right re lredy e#'r&ing the 'r*e new world o"

digitl &ons$#!tion%

The "&ts re tht digitl #ethods o" &o##$ni&tion nd #r)eting re "ster, #ore *erstile,

!r&ti&l nd stre#lined, so it is !erh!s $ns$r!rising tht on&e the te&hnology 'ee *il'le

we 'egn 0$i&)ly #o*ing into the digitl ge% The good news is tht digitl o""ers 1$st s #$&h

!otentil to #r)eters s it does to &ons$#ers%

-e"ore we loo) t the 'ene"its o" digitl #r)eting, lets t)e 0$i&) sn!shot o" so#e o" the )ey

"or#s o" it t !resent2

+e'sites nd 3EO &ontent

-logs

Internet 'nner ds

Online *ideo &ontent

Py.!er.&li&) 4PPC5 d*ertising

E#il #r)eting

3o&il #edi #r)eting 4F&e'oo), Twitter, Lin)edIn, et&%5

Mo'ile #r)eting 43M3, MM3, et&%5

This is "r "ro# n e6h$sti*e list, nd new "or#s o" digitl #r)eting, s$&h s $g#ented relity,

re rri*ing ll the ti#e%

So, why digital marketing?

First o" ll, digitl #r)eting is in"initely #ore ""ord'le thn trditionl o""line #r)eting

#ethods% An e#il or so&il #edi !ign, "or e6#!le, &n trns#it #r)eting #essge to

&ons$#ers "or the #erest "r&tion o" the &ost o" T/ d or !rint !ign, nd !otentilly re&h

wider $dien&e%
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-$t one o" the #in 'ene"its o" &ond$&ting yo$r #r)eting digitlly is the ese with whi&h res$lts

&n 'e tr&)ed nd #onitored% Rther thn &ond$&ting e6!ensi*e &$sto#er reser&h, yo$ &n

0$i&)ly *iew &$sto#er res!onse rtes nd #es$re the s$&&ess o" yo$r #r)eting !ign in

rel.ti#e, en'ling yo$ to !ln #ore e""e&ti*ely "or the ne6t one%

Perh!s the strongest &se "or in&or!orting digitl ele#ent into yo$r #r)eting is tht digitl

#edi "or#s re 0$i&)ly o*ert)ing trditionl "or#s o" in"or#tion &ons$#!tion% A&&ording to the

O""i&e "or Ntionl 3ttisti&s, o*er 789 o" :K d$lts went online in the "irst three #onths o" this

yer2 tht;s o*er


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7enefits of digital marketing

Encourage engagement through digital media.>o$ &n si#!ly &0$ire new &lients

*i e6% 3o&il Medi &hnnels% +hen doing so, ens$re yo$ seg#ent the# into di""erent

&$sto#er gro$!s &&ording to their interests% Lter, yo$ will 'e 'le to inter&t with the#

nd en&o$rge to *rio$s &tions%

The more likes the better.As !rt o" Digitl Mr)eting ( 3o&il Medi is

$nderesti#ted% It;s 'ig #ist)e 'e&$se yo$r ?F&e'oo)@ li)es or ?Twitter@ shres &n

hel! yo$r &o#!ny grow s they '$ild &redi'ility nd tr$st% They lso 'ring tr""i& to the

we'site nd re &ostless% +ht yo$ h*e to do is to insert 3o&il Medi !l$gin onto

yo$r site nd )ee! $!dting yo$r &$sto#ers 'o$t the &o#!ny news, dis&o$nts, et&%

-er in #ind to s&hed$le the "re0$en&y o" $!dtes nd not to o*erwhel# the# with too

#$&h in"or#tion t on&e% >o$ #y 'e s$r!rised with the o$t&o#e%

Get ahead of your competitors.E*ery yer #ore nd #ore '$sinesses gi*e $!

trditionl d*ertising #ethods nd "o&$s on 3EO, Google Adwords or 3o&il Medi

s!ending h$ge #oney on these reso$r&es% This is the reson why the #r)et gets

in&resingly &o#!etiti*e nd 'ig !lyers get hed o" little &o#!nies% As s#ll

'$siness on the #r)et, yo$ &nnot &o#!ete with the# '$t there is so#ething yo$ &n

do% >o$ &n $se Google Alertstool to #onitor yo$r &o#!etitors% This tool will llow yo$

to tr&) yo$r &o#!etitors !rod$&ts nd #r)eting strtegies so tht yo$ &n lern

so#ething "ro# the# nd i#!ro*e yo$r own '$siness strtegy%

Go beyond the boundaries.It;s i#!ortnt to $nderstnd tht digitl #r)eting doesn;t

only !!ly to yo$r we'site Bowe*er #ost o" the #r)eters &rete we'site or n

eCo##er&end in*est in 3EO ndor Ad+ords% -$t to #)e yo$r '$siness stnd o$t

"ro# the &rowd, yo$ need rel strtegy tht !$ts !otentil &$sto#ers "irst nd $se ll

the *il'le tools to &0$ire the#%

Business reputation first.Good re!$ttion o" ny '$siness is essentil% +itho$t the

tr$st nd &on"iden&e o" the &$sto#er, &o#!ny will not s$r*i*e% Es!e&illy in the !st

yers the i#!ortn&e o" re!$ttion hs 'e&o#e in&resingly noti&e'le% I" '$siness hs

good re!$ttion, &$sto#ers #y &hoose tht !rti&$lr &o#!ny "ro# #ny on the

#r)et% The !ositi*e re!$ttion en'les #r)eters to di""erentite their!rod$&tsser*i&es in highly &o#!etiti*e #r)et nd s$&&ess"$lly &o#!ete with 'ig
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!lyers% Bow to '$ild good re!$ttion M)e s$re tht yo$ &o##$ni&te with yo$r

&$sto#ers nd e*eryone who inter&ts with yo$r &o#!ny thro$gh we'site, e.#il,

3o&il Medi% Answer ny do$'ts, o""er hel! nd #)e s$re yo$ '$ild long.lsting

reltionshi! with yo$r &$sto#ers%

C+#' #$6*****


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Traditional media 8S

digital media

I +

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+%6$ #!%6/ 7'.

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+' (%% )%( "3"$+/ #$6* &%6&$' 7* H+9+# M'"+@ ('#'+(&! ""&+$' $!+$

"$'(+&$"% "# &('+$'. !' *%6 &%#"'( $!' )+&$ $!+$ 2 %) #+($,!%' %


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#$"// /')$

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Digital Media Traditional media

Two-way conversation

Open system

Transparent

One-on-one marketing

About you

Brand and User-generated Content

Authentic content

FREE pat!orm

"etric# Engagement

One-way conversation

Cosed system

Opa$ue

"ass marketing

About "E

%ro!essiona content

%oished content

%aid pat!orm

"etric# Reach& !re$uency


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Actors# Users& 'n!uencers

Community decision-making

Unstructured communication

Rea time creation

Bottom-up strategy

'n!orma anguage

Active invovement

Actors& Ceebrities

Economic decision-making

Controed communication

%re-produced& schedued

Top-down strategy

Forma anguage

%assive invovement


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Digital marketing uses internet-connected devices to engage

consumers with online advertising, primarily through pull

or push methods.

KEY POINTS

(igita marketing consists o! pu or push onine

communication tactics) These tactics can aso be re!erred to as inbound

or outbound marketing as we)

%u digita marketing is characteri*ed by consumersactivey

seeking marketing content)

%ush digita marketing occurs when marketers send messages

without the consent o! the recipients)

E+ampes o! pu digita marketing incude search engines, emai

newsetters, te+t messaging, whie push digita marketing consists o!opt-

insubscriptionservices)

Digital Marketing Characteristics

(igita marketing is de!ined as the use o! internet-connected devices such

as computers, tabets, smartphones, and game consoes to engage
https://www.boundless.com/definition/tactics/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/opt-in/https://www.boundless.com/definition/opt-in/https://www.boundless.com/definition/opt-in/https://www.boundless.com/definition/service/https://www.boundless.com/definition/tactics/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/opt-in/https://www.boundless.com/definition/opt-in/https://www.boundless.com/definition/service/


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consumers with onine advertising) One o! the key principes o! digita

marketing is creating an easy, seamess, and convenient user e+perience

!or targetaudiences) "oreover, eiminating the amount o! consumer e!!ort

needed to act on digita content heps estabish an ongoing, automated

reationship between brands and their audience)

Pull Digital Marketing

%u digita marketing is characteri*ed by consumers activey seeking

marketing content) Consumers might use tactics incuding search engines,emai newsetters, te+t messaging, or web !eeds to search !or brand

in!ormation) %ush technoogies deiver content as it becomes avaiabe and

are better targeted to consumer demographics) owever, microtargeting

tends to produce smaer audiences, and resuts in higher creation and

distribution costs)

.ebsites, bogs, and streaming media/audio and video0 are e+ampes o!

pu digita marketing) 'n each o! these channes, users must navigate to the

website to view the content) 't is up to marketers to create digita content 1

te+t, images, videos, and audio 1 that is reevant and captivating enough to

attract web visitors, increase page views, and improve search engine

rankings)

Buiding onine communities on reated socia media sites such as Facebook

and 2ouTube is another pu tactic used by brands to increase the number

o! interactions with prospects and customers) Companies !re$uenty use

their corporate websites and bogs to buid authority and credibiity in their!ied, as we as improve their search engine optimi*ation) "a3or search
https://www.boundless.com/definition/target/https://www.boundless.com/definition/demographics/https://www.boundless.com/definition/media/https://www.boundless.com/definition/target/https://www.boundless.com/definition/demographics/https://www.boundless.com/definition/media/


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engines such as 4ooge o!ten inde+ sites based on thequalityand

reevancy o! their content) Thus, the higher a brand is ranked in 4ooge, the

more ikey web users wi !ind their website)

Push Digital Marketing

%ush digita marketing occurs when marketers send messages with or

without the consent o! the recipients) These digita marketing tactics

incude display advertisingon websites and bogs) Emai, te+t messaging,

and web !eeds are aso considered push digita marketing when the

recipient has not agreed to receiving the marketing message) This practiceis aso known as spamming) The opposite o! spamming is permission

marketing, which uses technoogies with the prior permission o! the

recipient) "arketers obtain consumer permission to send communications

via subscriptions or written consent)

5ubscriptions provide the opportunity to push content to !ans and

!oowers, prompting them to visit the brand6s video channel, socia media

page, or corporate website) Te+t and video press reeases can aso be

distributed easiy through onine distribution services) 7ournaists,boggers, and other content producers visit these sites !or news stories)

Brands can gain web tra!!ic !rom media pubications and bogs that use

their press reeases as in!ormation sources)

Mobile Marketing
https://www.boundless.com/definition/quality/https://www.boundless.com/definition/quality/https://www.boundless.com/definition/display-advertising/https://www.boundless.com/definition/channel/https://www.boundless.com/definition/quality/https://www.boundless.com/definition/display-advertising/https://www.boundless.com/definition/channel/


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Mobile marketing is the practice of promoting brands over

mobile devices such as smartphones, portable media players

and tablets.

KEY POINTS

(uring the eary 8999s, mobie marketingbecame popuar with the

use o! te+t messaging in Europe and parts o! Asia)

"obie marketing promotiona tactics incude 5"5 and ""5

messaging, push noti!ications, :R codes, keyword advertisingand

mobie game marketing)

5ome o! the key advantages o! mobie marketing are the cose

pro+imity o! owners6 mobie devices, as we as the habitua nature o!

using ce phones, smartphones and computer tabets)

(espite the cost-e!!ectiveness o! mobie marketing, brands!ace

chaenges around privacy concerns with user data)

TERMS

SMS

A te+t message sent on a ce phone)

MMS

"utimedia "essaging Service- standard way to send messages that

incude mutimedia content to and !rom mobie phones)

Bluetooth

A proprietary open-wireess technoogy standard !or

e+changing dataover short distances /using short-waveength radio

transmissions in the '5" band !rom 8;9918;


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mobie devices, creating persona area networks /%A=s0 with high eves

o! security)

Mobile Marketing

This type o! marketing aows marketers and advertisers to promoteproducts and services over mobie devices incuding ceuar phones,

smartphones, portabemediapayers and tabets)

According to marketing pro!essor Andreas >apan, mobie marketing is,

?Any marketing activity conducted through a ubi$uitous network to which

consumers are constanty connected using a persona mobie device?)

Because mobie marketing is conducted using wireess networks, it is aso

known as ?wireess marketing?) "arketing communications on mobie

devices is generay carried out via te+t messages or appications) 5ince

consumers typicay carry their mobie devices with them throughout the

day, mobie marketing presents a cost-e!!ective way !or brands to deiver

targeted messaging across di!!erent pat!orms)

Types of Mobile Marketing

One o! the most popuar !orms o! mobie advertising is te+t messaging)

(uring the eary 8999s, marketing through ce phones6 5hort "essage5ervice /5"50 became increasingy common in Europe and parts o! Asia)

Conse$uenty, 5"5 marketing has become a egitimate

advertising channelin both deveoped and deveoping economies around

the word) On average, it is estimated that 5"5 messages are read within

!our minutes a!ter deivery to a mobie device) This makes mobie

marketing highy attractive to brands ooking !or

marketingcommunicationchannes with high ead-to-conversion rates)
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Unike 5"5, "utimedia "essage 5ervice /""50 mobie marketing

combines the deivery o! images, te+t, audio and video) =eary a new

phones with a coor screen are capabe o! sending and receiving standard

""5 messages) Brands are abe to both send and receive rich content

through ""5 A8% /appication-to-person0 mobie networks to mobiesubscribers) 'n some networks, brands are aso abe to sponsormessages

sent %8% /person-to-person0)

%ush noti!ications have become popuar due to their use on smartphones

using iO5 and Android operating systems) These noti!ications appear at the

top o! the device6s screen and serve as e!!icient mechanisms !or

communicating directy with end-users) Athough it can potentiay be

viewed as interruptive by the end user, its ong-term costs are ower than

5"5 marketing)

4ame mobie marketing provides additiona opportunities !or brands

ooking to deiver promotiona messaging within mobie games) 5ome

companies sponsor entire games to driveconsumerengagement, a

practice known as mobile advergamingor ad-funded mobile gaming.

"obie content advertising schemes provided by the ikes o! 2ahoo@ and

4ooge aow brands to purchase keywords speci!icay !ormobie advertisements) Additionay, web !orms on web pages can be

used to integrate with mobie te+ting sources !or reminders about meetings,

seminars and other important events !or users who are away !rom their

aptop or desktop computers)

:uick response /:R0 codes have aso gained in popuarity a!ter !irst being

introduced in European and Asian mobie markets) Acting as a visua

hyper-ink to a page, :R codes enabe users to 3ump to a mobie optimi*ed

o!!er page) :R codes ony began to be used in mobie advertising in =orthAmerica !rom 89) Companies recogni*ed the technoogy as a very

power!u too !or initiating consumer engagement at a time when the

marketing message is ikey triggering its most emotiona response

the impulsemoment !or the end user)

'n addition to :R codes, other toos used by mobie marketers to improve

targeted messaging and reduce marketing costs incude ocation-based

services,luetoothtechnoogy, and pro+imity systems such as 5hort

"essage 5ervice - Ce Broadcast /5"5-CB0)
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Advantages and Disadvantages of Mobile Marketing

5ome o! the key advantages o! mobie marketing are the cose pro+imity o!

owners6 mobie devices, as we as the habitua nature o! using ce phones,

smartphones and computer tabets) (istributing promotiona andadvertising messages customi*ed according to the recipient6s ocation,

geography and persona interests through wireess networks makes mobie

marketing highy cost-e!!ective given the potentia reachand scope o! the

audience)

owever, mobie marketing practices present chaenges around privacy

concerns over user data) %ush marketing tactics-- mobie advertising that

is sent without consumers6 re$uired permission 1 have caused privacyvioations) Athough mobie advertising has become increasingy popuar
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with the growing use o! tabets and smartphones, numerous concerns have

emerged due to the persona nature and cose pro+imity o! mobie devices

to users) 5ome o! the ma3or concerns around privacy incude mobie spam,

persona identi!ication, ocation in!ormation and wireess security)

'ndustry bodies incuding the 'nteractive Advertising Bureau and "obie

"arketing Association have estabished guideines to prevent 5%A"

messages and the practice o! carriers seing memberdatabasesto third

parties)

owever, these se!-reguatory rues are aso in pace to support marketers

ooking to incorporate mobie marketing into their arger marketing

communications strategies)
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Social Behavior of

ConsumersUnderstanding consumers' socialbehavior online and offline is essential to developing viable

marketing communications strategies.

KEY POINTS

Traditionay, consumerbehavior is the study o! individuas, groups,

or organi*ations and the processesthey use to seect, purchase anddispose o!products, services, e+periences, or ideas)

The emergence o! web technoogies such as socia mediaaow more

opportunities !or consumers, particuary younger generations, to

e+perience more socia interactions with peope and organi*ations)

randsmust recogni*e the importance o! demographic!actors

such as age and gender when assessing consumers6 socia behavior

onine)

Companies commony usebehavioral targetingtechni$ues

to marketto consumers based on their onine behavior)

TERMS

psychographics

the science o! using psychoogy and demographicsto better understand

consumers

customer relationship management
https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/process/https://www.boundless.com/definition/product/https://www.boundless.com/definition/service/https://www.boundless.com/definition/media/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/demographic/https://www.boundless.com/definition/behavioral-targeting/https://www.boundless.com/definition/behavioral-targeting/https://www.boundless.com/definition/market/https://www.boundless.com/definition/psychographics/https://www.boundless.com/definition/demographics/https://www.boundless.com/definition/customer-relationship-management/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/process/https://www.boundless.com/definition/product/https://www.boundless.com/definition/service/https://www.boundless.com/definition/media/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/demographic/https://www.boundless.com/definition/behavioral-targeting/https://www.boundless.com/definition/market/https://www.boundless.com/definition/psychographics/https://www.boundless.com/definition/demographics/https://www.boundless.com/definition/customer-relationship-management/


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A widey impemented mode !or managing a company6s interactions with

customers, cients, and saes prospects) 't invoves using technoogy to

organi*e, automate, and synchroni*e business processesprincipay

saes activities, but aso those !or marketing, customer service, and

technica support) Aso known by the acronym ?CR") ?

behavioral targeting

The range o! technoogies and techni$ues used by onine website

pubishers and advertisers which aows them to increase the

e!!ectiveness o! their campaigns by capturing datagenerated by website

and anding page visitors)

Social Behavior of Consumers

(igita and socia media has spurred brands to deveop research tactics that

hone in on the socia behavior o! consumers onine) Observing and

understanding how consumers behave and interact with each other has edto the introduction o! new semantic analysistechnoogies aowing

companies to monitor consumer buying patterns based on shared and

posted content) The data heps saes and marketing pro!essionas

improve segmentationto targetprospects and customers)
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9ounger generations use web and mobile devices to increase their number of social

interactions.

Consumer ehavior

Traditionay, consumer behavior is the study o! individuas, groups, or

organi*ations and the processes they use to seect, purchase and dispose o!

products, services, e+periences, or ideas) Their purchases are meant to

satis!y needs) Research has shown that consumer behavior is di!!icut to

predict, even !or e+perts in marketing communications) Reationshipmarketing, customer retention, customer relationship
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management/CR"0 andpersonali!ationare a tactics used to assess

consumer behavior)

owever, consumer behavior is aso in!uenced by interna conditions such

as demographics, psychographics /i!estye0, personaity, motivation,knowedge, attitudes, beie!s, and !eeings) %sychoogica !actors incude an

individua6s motivation, perception, attitudeand beie!s, whie persona

!actors incude income eve, personaity, age, occupation and i!estye)

Online BehavioralTrends

The advent o! socia networks and socia media provides an easy way !or

peope to connect on the web) %eope use socia networking to meet new

!riends, !ind od !riends, or ocate peope with simiar probems and

interests) The in!ormation peope post and share, as we as the

reationships they buid onine, o!ten trans!er into an o!!ine setting) .hie

some critics have attributed the decine o! $uaity

interpersona communicationand human reationships to the growth o!

socia media, others point to web and mobie technoogies as a way !or

younger generations to e+perience more socia interactions)
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Age and gender in!uence how web and mobie devices are used and how

decisions are made) .hie adoescent !emaes and adut women are !ound

to be more active in sending S"Smessages, maes send and receive more

audio cas) %sychoogicay, research shows that men seem to adopt

technoogy !aster and have more incentive to try new !eatures) This mightbe due to a di!!erence in mae and !emae attitudes towards new technoogy)

.omen tend to view technoogy as a too, whereas men view it as

entertainment)

Recogni*ing the intersection between socia behavior and web technoogies

is imperative !or brands ooking to advertise products and services that are

reevant to buyers) To impement a viabe integratedmarketing

communications strategythat incorporates these data, companies empoy

techni$ues such as behaviora targeting !or understanding, coecting and

anay*ing onine and o!!ine consumer in!ormation)
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Collecting and Analyzing Online Consumer Data

Brands commony use behaviora targeting techni$ues to market to

consumers based on their onine behavior) Brands increase the

e!!ectiveness o! their campaigns by capturing data on web visitors who visit

their website anding pages) .ebsites identi!y visitors by assigning a uni$ue

'(cookieto each and every visitor to the site) This aows the pat!orm to

track users throughout their web 3ourney and make rues-based decisions

about what content to serve) owever, when behaviora targeting is done

without the knowedge o! users, it may be considered a breach o! browser

security and even iega depending on country privacy, data protection and

consumer protection aws) To monitor andmeasurebehavior on socia

media sites, companies use anaytica toos provided by the socia media

pat!orm or e+terna vendors)

Again, this behaviora data can be combined with known demographic dataand a visitor6s past purchase history in order to produce a greater degree o!

data points that can be used !or targeting) 5e!-earning onsite behaviora

targeting systems wi monitor visitor response to site content and earn

what is most ikey to generate a desired conversion event /i)e) consumer

purchase0) Behaviora targeting can aso be used to serve

manyadvertisementsacross many di!!erent sites based on the ikey

demographic makeup o! internet users) For e+ampe, a website may assume

that an 'nternet user is mae based on the user6s visit to !ootba and mae!ashion sites)
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Online Consumer Behavior


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Web advertisers study online behavior and use the results to

increase the effectiveness of their campaigns.

KEY POINTS

The web has become the new 6zero moment of truth6, or "OT

/4ooge, 8980 !orconsumerstoday) "arketers need to understand

where their customers are going to research their products&services and

what they are doing on the web to hep !orm their purchase decision)

5ite pubishers can use thedatagenerated !rom website pages and

the searches made to create de!ined audience segments based on visitors

that have simiar pro!ies) Dayering this data with other demographic

psychographic data heps marketers buid out personaso! their key

customer segments)

=ot a consumers behave the same onine) Customers6 onine

behaviors wi !a aong a technoogy adoption curve innovators wi be

e+cited by the atest upgrade or !eature, whie others wi resist change)Further, there is a chasm between the eary technoogy adopters the

mainstream market)

.hen visitors return to a speci!ic site using the same web browser,

pro!ies generated !rom data coection can be used to aow advertisers to

position their onine ads in !ront o! those visitors who e+hibit a greater

eve o! interest and intent !or the products and servicesbeing o!!ered)

"any onine users are concerned about privacy issues around doing

this type o! targeting) The behavioral targetingindustry is trying to

contain these concerns through education, advocacy, and product

constraints to keep a in!ormation non-personay identi!iabe)
https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/product/https://www.boundless.com/definition/purchase-decision/https://www.boundless.com/definition/data/https://www.boundless.com/definition/data/https://www.boundless.com/definition/demographic/https://www.boundless.com/definition/persona/https://www.boundless.com/definition/market/https://www.boundless.com/definition/service/https://www.boundless.com/definition/behavioral-targeting/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/product/https://www.boundless.com/definition/purchase-decision/https://www.boundless.com/definition/data/https://www.boundless.com/definition/demographic/https://www.boundless.com/definition/persona/https://www.boundless.com/definition/market/https://www.boundless.com/definition/service/https://www.boundless.com/definition/behavioral-targeting/


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TERMS

segments

"arketsegment-- the smaer subgroups comprising a market

Cookie

Aso known as an TT% cookie, web cookie, or browser cookie, it is

usuay a sma piece o! data sent !rom a website and stored in a user6s

web browser whie a user is browsing a website)

conversion rates

'n internet marketing, conversion rateis the ratio o! visitors who

convert casua content views or website visits into desired actions based

on subte or direct re$uests !rom marketers, advertisers, and content

creators)
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EXAMPLES

As part o! the integration with (oubeCick, 4ooge uses

(oubeCick6s (ART cookies to improve the way ads are dispayed on the

4ooge content network) The ist o! improvements incuded in-depths

reports !or advertisers and preventing ads !rom being dispayed too

!re$uenty to the same user) The integration wi soon e+pand since

4ooge intends to o!!er behaviora targeting or interest-based advertising)

The (oubeCick cookie contains a uni$ue '( that is associated with a

your visited pages that incude ads served by (oubeCick) '! you6re

visiting a ot o! pages reated to music, 4ooge wi pace you in one o! theG99 prede!ined categories /most ikey, music enthusiasts0 and wi use

this in!ormation to show more ads about music)

OnlineConsumer ehavior
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Introduction

.hen consumers visit a web site, data is gathered about their onine

behavior) The site coects in!ormation about the visitor that incudes the

!oowing#

%ages visited

Amount o! time spent on each page

Dinks cicked

5earches per!ormed

Components with which they interact

The sites coect the data, aong with other !actors, and create a pro!ie that

inks to that visitor6s web browser)

5ite pubishers can then use this data to create de!ined audience segments

based on visitors that have simiar pro!ies) .hen visitors return to a

speci!ic site or a network o! sites using the same web browser, those pro!ies

can be used to aow advertisers to position their onine ads in !ront o! those

visitors who e+hibit a greater eve o! interest and intent !or the products

and services being o!!ered)

On the theory that propery targeted ads wi !etch more consumer interest,

the pubisher /or seer0 can charge a premium !or these ads over random

advertising /or ads0 based on the conte+t o! a site) Behaviora marketing

can be used on its own or in con3unction with other !orms o! targeting

based on !actors ike geography, demographics, or conte+tua web page

content) 't6s worth noting that many practitioners aso re!er to

thisprocessas audience targeting)
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Mobile Consumer Behavior

ocial media applications for mobile devices are an effective

way to advertise to consumers because consumers spend so

much time on their mobile devices.

KEY POINTS

Consumerscan receive te+t messages about saes

and promotionsat their !avorite stores, restaurants, night cubs, etc)

Typicay, peope can cick on a ink that wi direct them to the website o!

interest)

There are !our types o! mobie socia mediaappications, depending

on whether the message is ocation sensitive and&or time sensitive)

The use o! the 'nternet on a mobie phone has doubed in many

countries since 899


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TERMS

SMS

A te+t message sent on a ce phone)

MMS

"utimedia "essaging 5ervice - standard way to send messages that

incude mutimedia content to and !rom mobie phones)

EXAMPLES

5tarbucks has made it easier than ever to buy co!!ee) Consumers

en3oy the e!!iciency and convenience o! making purchases with their

mobie devices by downoading the 5tarbucks app) Those who use the appreceive discounts, coupons, and other promotiona o!!ers, and can !ind

the cosest 5tarbucks)
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MobileConsumer ehavior

5ocia media appications used on mobie devices are caed mobie socia

media) 'n comparison to traditiona socia media accessed on computers,

mobie socia media dispay a higher ocation- and time-sensitivity) One

can di#erentiatebetween !our types o! mobie socia media appications,depending on whether the message takes account o! the speci!ic ocation o!

the user /ocation-sensitivity0 and whether it is received and processed by

the user instantaneousy or with a time deay /time-sensitivity0)

) 5pace-timers /ocation and time sensitive0# E+change o! messageswith reevance !or one speci!ic ocation at one speci!ic point in time /e)g),Facebook %aces Fours$uare0

8) 5pace-ocators /ony ocation sensitive0# E+change o! messages, with

reevance !or one speci!ic ocation, which are tagged to a certain pace andread ater by others /e)g),2ep :ype0

H) :uick-timers /ony time sensitive0# Trans!er o! traditiona sociamedia appications to mobie devices to increase immediacy /e)g), postingTwitter messages or Facebook status updates0

;) 5ow-timers /neither ocation, nor time sensitive0# Trans!er o!traditiona socia media appications to mobie devices /e)g), watching a

2ouTube video or reading a .ikipedia entry0

5ince these socia media appications can be used on mobie devices, theyare a good target !or socia media marketing) For e+ampe,S"Smarketing
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has become increasingy popuar) Consumers can receive te+t messages

about saes and promotions at their !avorite stores, restaurants, night cubs,

etc) Typicay, peope can cick on a ink that wi direct them to the website)

%eope are abe to make purchases through the convenience o! their

phones)

""5 mobie marketing can contain a timed sideshow o! images, te+t,

audio, and video) =eary a new phones produced with a coor screen are

capabe o! sending and receiving standard ""5 messages) Brands are abe

to both send and receive rich content through ""5 A8% /appication-to-

person0 mobie networks to mobie subscribers) 'n some networks, brands

are aso abe to sponsor messages that are sent %8% /person-to-person0)

4ood e+ampes o! mobie-originated ""5 marketing campaigns are

"otoroa6s ongoing campaigns at ouse o! Bues venues, where

the brandaows the consumer to send their mobie photos to the DE(

board in rea time, as we as post their images onine)

%ush noti!ications were !irst introduced by Appe with the advent o! the

i%hone in 899I) They were !urther popuari*ed with the Android operating

system, in which noti!ications are shown on the top o! the screen)

Targeting Consumers Where they

Spend Time

!he World Wide Web has become a key commercial center,

and thus, an increasingly important place where companies

target potential customers.
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KEY POINTS

The 'nternet, or more speci!icay, the .ord .ide .eb, has

eiminated time and geographic constraints !or both consumersand

businesses ooking to connect regardess o! physica ocation)

5ocia media sites such as Facebook have proven to be

ucrative channels!or user insight and onine buying behavior)

randsmust modi!y their marketingstrategies toreachconsumers

accessing in!ormation !rom mobie devices, versus desktop or aptop

computes)

TERMS

Market

One o! the many varieties o! systems, institutions, procedures, socia

reations and in!rastructures whereby parties engage in e+change)

World Wide Web
https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/channel/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/marketing/https://www.boundless.com/definition/reach/https://www.boundless.com/definition/reach/https://www.boundless.com/definition/market/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/channel/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/marketing/https://www.boundless.com/definition/reach/https://www.boundless.com/definition/market/https://www.boundless.com/definition/world-wide-web/


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Coectivey, a o! the web pages on the 'nternet which hyperink to each

other and to other kinds o! documents and media)

TargetConsumers Where they Spend

Time

5ince an e+change invoves two or more peope, it is natura to think o!

themarketin terms o! peope, individuas, or groups) Ceary, without the

e+istence o! peope or businesses to buy and consume goods, services, and

ideas, there woud be itte reason !or marketing) 5ince peope create

markets, it is essentia to target custers o! peope and the ocations they

visit to better impementmarketing strategies) The $orld $ide

$ebhas become an important, abeit virtua, ocation where companies are

spending more time and money to target and in!uence consumers )
https://www.boundless.com/definition/media/https://www.boundless.com/definition/target/https://www.boundless.com/definition/market/https://www.boundless.com/definition/marketing-strategy/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/media/https://www.boundless.com/definition/target/https://www.boundless.com/definition/market/https://www.boundless.com/definition/marketing-strategy/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/world-wide-web/


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Shopping &all

"ore and more consumers are shopping online% rather than traditional &and

physical outlets' such as stores and shopping malls(
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-technology-trends-99/targeting-consumers-where-they-spend-time-489-1299/images/shopping-mall/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-technology-trends-99/targeting-consumers-where-they-spend-time-489-1299/images/shopping-mall/


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The Rise ofSocial "edia

The 'nternet, or more speci!icay, the .ord .ide .eb, has eiminated

time and geographic constraints !or both consumers and businesses ooking

to connect regardess o! physica ocation) 5ocia media sites have !urther

aggregated user content around simiar topics, tasks and peope, creating

onine communities that have proven to be ucrative targets !or onine

advertising) As o! (ecember 898, Facebook boasts over biion active

users, with over ha! accessing the socia network via a mobie device)

%ersona in!ormation ranging !rom birthdays and pro!ession, to !amiy

photos and muti-user gaming yied insight!u inteigence !or marketers

ooking to improve promotion to nicheand hard-to-reach markets)

Targeting Digital Natives and Other Technology Users

Besides the rapid adoption o! 'nternet technoogies among consumers and

businesses, the word is now seeing a generation o! peope born a!ter the

emergence o! the commercia web come into aduthood) O!ten dubbed,

?digita natives,? these individuas have ony known a word with the'nternet, and are 3ust as or more com!ortabe interacting with brands in

onine rather than o!!ine environments) "ore importanty, they

understand the valueo! digita technoogy and use it to seek out

opportunities, whether to initiate !riendships, 3udge a brand or make a

purchase)

Consumers are aso increasingy accessing in!ormation !rom mobie

devices, versus desktop or aptop computers) Busy and hectic schedues are

prompting peope to view and access brand messaging on the go !rom their5martphones, tabets and gaming consoes) The growing egion o! mobie

users, as we as the increasing sophistication o! onine purchasers and their

pre!erence !or reevant, digita content, wi continue to push marketers to

produce targeted, messaging !or the web)
https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/niche/https://www.boundless.com/definition/value/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/niche/https://www.boundless.com/definition/value/


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Making Appropriate Changes to

Product, Placement, Promotion,

and Pricing

Marketing teams must ad"ust their marketing mi# strategiesaccordingly to adapt and succeed in a rapidly changing

media environment.

KEY POINTS

Athough the way ne) productsand services are marketed have

changed, theprimaryaim o! business in bringing economic andsocia valueshave not)

"arketing organi*ations must be ready to ater product !eatures and

ingredients based on consumerand mediapraise, or backash)

randsmust ensure that their e-commerce websites work in concert

with o!!ine distribution channelssuch as !u!iment centers and

warehouses)
https://www.boundless.com/definition/new-product/https://www.boundless.com/definition/primary/https://www.boundless.com/definition/value/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/media/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/channel/https://www.boundless.com/definition/new-product/https://www.boundless.com/definition/primary/https://www.boundless.com/definition/value/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/media/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/channel/


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%ricing--the primary means by which customer 3udge the

attractiveness o! aproductor service--can aso be a!!ected by social

mediatechnoogies, which o!!er wider access to customers via onine

channes)

%acement re!ers to providing the product at a pace which is

convenient !or consumers to access) "arketingmanagement must have

a cear understanding o! the types o! distributors, o!

the trendsin!uencing those distributors, and o! how those distributors

are perceived by customers)

TERMS

World Wide Web

Coectivey, a o! the web pages on the 'nternet which hyperink to each

other and to other kinds o! documents and media)

accountability

The state o! being accountabe iabiity to be caed on to render an

account accountabeness responsibe !or answerabe !or)

social media

'nteractive !orms o! media that aow users to interact with and pubish to

each other, generay by means o! the 'nternet)
https://www.boundless.com/definition/product/https://www.boundless.com/definition/service/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/marketing/https://www.boundless.com/definition/trend/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/accountability/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/product/https://www.boundless.com/definition/service/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/marketing/https://www.boundless.com/definition/trend/https://www.boundless.com/definition/world-wide-web/https://www.boundless.com/definition/accountability/https://www.boundless.com/definition/social-media/


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EXAMPLES

=intendo Co), Dtd) /=T(O20 provides a good e+ampe o! a

mutinationa organi*ation that has e!!ectivey impemented

its marketing strategy)

Making Appropriate Changes to

Product,*lacement,*romotion, and Pricing

5ince its emergence during the JJ9s, the .ord .ide .eb has

!undamentay changed the way businesses marketto end users and
https://www.boundless.com/definition/marketing-strategy/https://www.boundless.com/definition/placement/https://www.boundless.com/definition/promotion/https://www.boundless.com/definition/market/https://www.boundless.com/definition/marketing-strategy/https://www.boundless.com/definition/placement/https://www.boundless.com/definition/promotion/https://www.boundless.com/definition/market/


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consumers) Today, themarketing mi+--product, pacement, promotion

and pricing--must take into account both onine and o!!ine buyers

traditiona media, and digita media) 5ocia media technoogies such as

socia networking sites, as we as digita pat!orms incuding 5mart%hones

and computer tabets, have changed the way users access and consumerin!ormation) "arketing teams must ad3ust their marketing

mi+ strategiesaccordingy to adapt and succeed in a rapidy changing

media environment )

The Marketing Mix in the Digital Age

The 'nternet has changed the way business is done in the current word)

Conse$uenty, the variabes o! marketing segmentation, targeting and

positioning are addressed di!!erenty) Athough the way new products and

services are marketed have changed, the primary aim o! business in

bringing economic and socia vaues have not) 'ndeed, a businesses seek to

impement a marketing mi+ that increases revenues and pro!it,

e+pands brand a)areness, and buids customer bases) =evertheess,

marketers must take into account the !oowing shi!ts, which wi inevitaby

e!!ect their product, promotiona and pricing strategies#

The shi!t !rom media advertising to mutipe !orms

o! communication)

The shi!t !rom mass media to more speciai*ed /niche0 media, which

are centered on speci!ic targetaudiences)

The shi!t !rom a manu!acturer-dominated market to a retailer-dominated, consumer-controed market)

The shi!t !rom genera-!ocus advertising and marketing to data-basedmarketing)

The shi!t !rom ow agency accountabilityto greater agencyaccountabiity, particuary in advertising)

The shi!t !rom traditiona compensation to per!ormance-based

compensation /increased saes or bene,tsto the company0)

The shi!t !rom imited 'nternet access to 8;&I 'nternet avaiabiityand access to goods and services)
https://www.boundless.com/definition/marketing-mix/https://www.boundless.com/definition/strategy/https://www.boundless.com/definition/brand-awareness/https://www.boundless.com/definition/communication/https://www.boundless.com/definition/target/https://www.boundless.com/definition/retailer/https://www.boundless.com/definition/accountability/https://www.boundless.com/definition/benefit/https://www.boundless.com/definition/marketing-mix/https://www.boundless.com/definition/strategy/https://www.boundless.com/definition/brand-awareness/https://www.boundless.com/definition/communication/https://www.boundless.com/definition/target/https://www.boundless.com/definition/retailer/https://www.boundless.com/definition/accountability/https://www.boundless.com/definition/benefit/


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Each eement o! the marketing mi+ must coordinate with other eements in

the marketing program to ensure ma+imum reachand impact)

The Marketing Mix in Social Media

User-generated content, one o! the key !eatures o! socia media websites,

provides a direct communication channe between buyers and seers)

%roducts and services are meant to satis!y customer wants and needs)

Comments, 6Dikes6, and other eedbackmechanisms make it even easier

!or satis!ied or disgrunted customers to voice their opinion to not ony

brands, but aso to current and prospective customers)

Product

"arketing organi*ations must be ready to ater product !eatures and

ingredients as dictated by changes in consumer perception, as we as

competitive and economic environments) owever, product changes can be

prompted by socia media activity !rom stakehoders outside a brand6s

consumer base) 4reenpeace aunched an attack on =estKs use o! pam oi

in their products and its impact on the cimate and natura ecosystems)

.hen =estK attempted to respond to the criticism via Facebook,

the publicbackash was severe) As a resut o! the virapublicity, =estK

subse$uenty increased auditing e!!orts in its supply chain, and promised

to cance contracts with any !irm !ound to be chopping down rain!orests to

produce the pam oi used in its products)

Placement

%acement or distribution moves products !rom the producer to the

consumer) .ith the 'nternet and socia media websites, consumers now

have access to more channes than ever to research, purchase and evauate

products) Both sma and ma3or brands o!!ere-commercewebsites that

aow web users to browse products and share their 6wish ists6 or purchases
https://www.boundless.com/definition/reach/https://www.boundless.com/definition/feedback/https://www.boundless.com/definition/perception/https://www.boundless.com/definition/public/https://www.boundless.com/definition/publicity/https://www.boundless.com/definition/supply-chain/https://www.boundless.com/definition/e-commerce/https://www.boundless.com/definition/e-commerce/https://www.boundless.com/definition/reach/https://www.boundless.com/definition/feedback/https://www.boundless.com/definition/perception/https://www.boundless.com/definition/public/https://www.boundless.com/definition/publicity/https://www.boundless.com/definition/supply-chain/https://www.boundless.com/definition/e-commerce/


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with !riends across socia media websites) Ama*on)com, the word6s argest

onine retaier , aows third-party merchants to advertise their goods on

the company6s e-commerce site) This not ony aows smaer retaiers to

take advantage o! Ama*on)com6s massive audience, but aso utii*e the

Ama*on)com !u!iment centers strategicay paced near airports)

Pricing

%ricing--the primary means by which customer 3udge the attractiveness o! a

product or service--can aso be a!!ected due to wider access to customers

via onine channes) Ama*on)com is primariy a retai site with a saes

revenue mode and generates revenue by taking a sma percentage o! the

sae priceo! each item that is sod through its website) Ama*on aso aows

companies to advertise their products by paying a !ee to be isted as!eatured products)

Promotion

%romotion is probaby the marketing mi+ eement most impacted by socia

media) 'n essence, socia media acts as a promotiona eement or

communication channe used to reach customers) %romotiona activities

incude advertising /by using di!!erent media0, saes promotion /saes and

trades promotion0, and persona seing activities) 't aso incudes

sponsorship marketing, direct marketing, database marketing and pubic

reations) 5ocia networking sites can act as secondary or tertiary corporate

sites that integrate and ink these promotiona eements back to the brand6s

messaging) Content pubished by socia media users can aso !eed into

various communication channes /e)g)cro)dsourcingideas !or a teevision

commercia0 and used to !urther e+pand a brand6s reach and presence)
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Trends in Social Media

$eal-time and location-based web are key trends for

marketers to understand as they try to develop image,

create awareness, and increase sales.

KEY POINTS

Twitter set the trend !or rea-time services, wherein users can

broadcast to the word what they are doing, or what is on their minds

within a ;9-character imit) Facebook !oowed suit with their ?Dive

Feed? where users6 activities are streamed as soon as it happens)

Fours$uare gained popuarity as it aowed !or users to ?check-in? to

paces that they are !re$uenting at the moment) 4owaa uses the 4%5 in

phones to create a ocation-based user e+perience) Ci+tr, though in the

rea-time space, is aso a ocation-based socia networking site)

Companies such as "onster)com have been steadiy deveoping a

more ?sociai*ed? !ee to their career center sites to harness some o! the

power o! socia networking sites)
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TERM

real-time web

A set o! technoogies and practices that enabe users to receive

in!ormation as soon as it is pubished by its authors, rather than

re$uiring that they or their so!tware check a source periodicay !or

updates)

EXAMPLE

.hen a company puts ?Foow "e? on their

website, consumersunderstand that this re$uest re!ers to Twitter)

5ocia mediaaows companies to interact with consumers on mutipe

eves) Brands ike The 4ap and E+press have Twitter pages where peope

can read about new designs and saes)
https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/media/https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/media/


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As the increase in popuarity o! socia networking is on a constant rise, new

uses !or the technoogy are constanty being devised) At the !ore!ront o!

emerging trends in socia networking sites is the concept o!real-time

)eband ocation-based web) Rea-time aows users to contribute content,

which is then broadcast as it is being upoaded, a concept much akin to ive

radio and teevision broadcasts)

Twitter set the trend !or rea-time services, wherein users can broadcast to

the word what they are doing, or what is on their minds within a ;9-

character imit) Facebook soon !oowed suit with their ?Dive Feed? where

users6 activities are streamed as soon as it happens) .hie Twitter !ocuses

on words, Ci+tr, another rea-time service, !ocuses on group photo sharing

wherein users can update their streams with photos whie at an event)

Facebook, however, remains the argest photo sharing site) 'n Apri 898,
https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/real-time-web/https://www.boundless.com/definition/real-time-web/


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the image-based social medianetwork %interest had become the third

argest socia network in the United 5tates)

Fours$uare gained popuarity as it aowed !or users to ?check-in? to paces

that they are !re$uenting at the moment) 4owaa is another such servicethat !unctions in much the same way that Fours$uare does, everaging the

4%5 in phones to create a ocation-based user e+perience) Ci+tr, though in

the rea-time space, is aso a ocation-based socia networking site, since

events created by users are automaticay geotagged, and users can view

events occurring nearby through the Ci+tr i%hone app) Recenty, 2ep

announced its entrance into the ocation-based socia networking space

through check-ins with their mobie app whether this becomes detrimenta

to Fours$uare or 4owaa is yet to be seen, as it is sti considered a new

space in the 'nternet technoogy industry)

Companies have begun to merge business technoogies and soutions, such

as coud computing, with socia networking concepts) 'nstead o! connecting

individuas based on socia interest, companies are deveoping interactive

communities that connect individuas based on shared business needs or

e+periences) "any provide speciai*ed networking toos and appications

that can be accessed via their websites, such as Dinked'n) Others

companies, such as "onster)com, have been steadiy deveoping a more?sociai*ed? !ee to their career center sites to harness some o! the power o!

socia networking sites)

One popuar use !or this new technoogy is socia networking between

businesses) Companies have !ound that socia networking sites such as

Facebook and Twitter are great ways to buid their brand image) According

to 7ody =imet*, author o! "arketing 7ive, there are !ive ma3or uses !or

businesses and socia media# createbrand a)areness, manage their

onine reputation, recruit empoyees, earn about new technoogies and

competitors, and generate leads!or potentia prospects) These companies

are abe to drive tra!!ic to their own onine sites whie encouraging their

consumers and cients to have discussions on how to improve or change

products or services) These socia networking trends create !un ways !or

consumers and companies to interact with mutuay bene!icia outcomes)

Consumers get better products and companies get the in!ormation they

need to attract more consumers)
https://www.boundless.com/definition/image/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/brand-awareness/https://www.boundless.com/definition/lead/https://www.boundless.com/definition/image/https://www.boundless.com/definition/social-media/https://www.boundless.com/definition/brand-awareness/https://www.boundless.com/definition/lead/


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6ollow &e on Twitter

.Follo) "e. is no) used by many brands to attract tra/c to their T)itter pages(

Research using Digital Media
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-technology-trends-99/trends-in-social-media-492-4109/images/follow-me-on-twitter/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-technology-trends-99/trends-in-social-media-492-4109/images/follow-me-on-twitter/


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Digital media technologies are enabling researchers to use

increasingly sophisticated tools to collect data via the

%nternet.

KEY POINTS

"any onine research methods are reated to e+isting research

methodoogies, but re-invent and re-think them within the scope o!

digita technoogies, rues and mediaassociated with the internet)

Research methods that incorporate digita media incude

onine ethnography, onine ocus groups, onine interviews, oninecinica trias, web-based e+periments and onine $uestionnaires)

Athough the open and coaborative nature o! content communities

o!!er opportunities !or research, companies aso utii*e private onine

communities !ocused on individua brandsor customer segments)

TERMS

ethnography

The branch o! anthropoogy that scienti!icay describes speci!ic human

cutures and societies)

Homogeneous

O! the same kind aike, simiar)
https://www.boundless.com/definition/media/https://www.boundless.com/definition/ethnography/https://www.boundless.com/definition/focus-group/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/segments/https://www.boundless.com/definition/ethnography/https://www.boundless.com/definition/homogeneous/https://www.boundless.com/definition/media/https://www.boundless.com/definition/ethnography/https://www.boundless.com/definition/focus-group/https://www.boundless.com/definition/brand/https://www.boundless.com/definition/segments/https://www.boundless.com/definition/ethnography/https://www.boundless.com/definition/homogeneous/


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Research using Digital Media

The !ied o! 'nternet research is reativey new and evoving) Onine

research methods enabe researchers to use increasingy sophisticated

digita toos to coect data via the 'nternet) Thus, the practice is aso

re!erred to as 'nternet research, 'nternet science, or i5cience) "any o! these

onine research methods are reated to e+isting research methodoogies, but

re-invent and re-think them within the scope o! digita technoogies, rues

and media associated with the internet) The growth and rapid adoption o!

socia media technoogies has introduced a new eve o! compe+ity and

opportunity !or digita researchers) 'ncusion o! socia media research can

provide particuary uni$ue insights intoconsumerand societa segments)
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Digg Cebsite

Social bookmarking sites such as 0igg are used to gather research on di#erent

targetmarkets(
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/marketing-research-and-consumer-created-content-100/research-using-digital-media-493-4039/images/digg-website/https://www.boundless.com/definition/market/https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/marketing-research-and-consumer-created-content-100/research-using-digital-media-493-4039/images/digg-website/https://www.boundless.com/definition/market/


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Application of Digital Media in Research

(igita media incuding images, videos and audio can prove vauabe

sources !or 'nternet researchers) 5peci!ic types o! research methods thatincorporate digita media incude#

Onine ethnography

Onine !ocus groups

Onine interviews

Onine $uestionnaires

.eb-based e+periments

Onine cinica trias

Advantages of Digital Research

"arket research is increasingy making use o! deveopments in .eb 8)9

technoogies and onine communities) 5ocia media analyticsaow brands

to e!!icienty coect and anay*e $uaitative research on user interactionwith images, video, podcasts and other digita media) Athough the open

and coaborative nature o! content communities o!!er opportunities !or

research, companies aso utii*e private onine communities !ocused on

individua brands or customer segments) These private communities can

engage customer groups or target consumers who might be di!!icut to

reach using traditiona o!!ine tactics) Companies are abe to coect and

aggregate this consumer in!ormation to de!ine segments

o! homogeneousconsumers) To suppy targeted and reevant product

o!!erings, the data is !urther segmented using in-house or third-party

databasespersonali!ationtechni$ues or opt-ins !rom consumers

themseves)

Brands aso bene,t!rom onine communities by having them on-hand to

respond to $uestions, test hypotheses and observe trias in rea-time)

(igita technoogies can $uicky adapt to an organi*ation6s research needs,

whie keeping pace with interna developmentprocesses) 5ocia media

and digita pat!orms aso produce a consumer eedbackoop where
https://www.boundless.com/definition/image/https://www.boundless.com/definition/analytics/https://www.boundless.com/definition/homogeneous/https://www.boundless.com/definition/personalization/https://www.boundless.com/definition/benefit/https://www.boundless.com/definition/development/https://www.boundless.com/definition/development/https://www.boundless.com/definition/feedback/https://www.boundless.com/definition/image/https://www.boundless.com/definition/analytics/https://www.boundless.com/definition/homogeneous/https://www.boundless.com/definition/personalization/https://www.boundless.com/definition/benefit/https://www.boundless.com/definition/development/https://www.boundless.com/definition/feedback/


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brands can continuay check new ideas, such as product deveopment,

!rom inception to aunch)

Avoiding Potential Fraud

&onsumer education, web security tactics, and government

legislation are measures used to protect consumers from

potential fraud.

KEY POINTS

%hishing and pharming are common techni$ues used by !raudsters to

stea sensitive in!ormation !rom vunerabe onine consumers)

'n addition to legislation, user training, publicawareness, and

technica security measures, severa companies speciai*e in providing

consumers with identity the!t protection services)

Erasing hard drives and cearing private data!rom web browsers are

habits individua consumers can practice to protect !rom potentiaraud)

TERMS

IP

'nternet %rotoco
https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/legislation/https://www.boundless.com/definition/public/https://www.boundless.com/definition/service/https://www.boundless.com/definition/data/https://www.boundless.com/definition/fraud/https://www.boundless.com/definition/fraud/https://www.boundless.com/definition/ip/https://www.boundless.com/definition/consumer/https://www.boundless.com/definition/legislation/https://www.boundless.com/definition/public/https://www.boundless.com/definition/service/https://www.boundless.com/definition/data/https://www.boundless.com/definition/fraud/https://www.boundless.com/definition/ip/


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hacking

Unauthori*ed attempts to bypass the security mechanisms o! an

in!ormation system or network) 5ee aso cracker)

Avoiding Potential Fraud

'nternet !raud can occur in chat rooms, emai, message boards, or on

websites) %hishing is an e+ampe o! a socia engineering techni$ue used to

deceive users and e+poit the poor usabiity o! current web security

technoogies) 5ome o! these techni$ues incude#
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ayal $hecklist

1nline merchants such as *ay*al oten provide security tips to help consumers

protect their personal inormation(

Communicationspurporting to be !rom popuar socia web sites,

auction sites, onine payment processors, or 'T administrators

Emais containing inks to websites in!ected with maware, asoknown as emai spoo!ing

'nstant messaging directing users to enter detais at a !ake website

that has a ook and !ee amost identica to the egitimate one

Other onine !raud, such as pharming, occurs when a hacker redirects

website tra!!ic !rom a egitimate website to the hacker6s !rauduent website

by e+poiting vunerabiities in the (omain =ame 5ystem /(=50) By

corrupting a computer6s knowedge o! how a site6s domain name maps to

its I*address, the attacker causes the victim6s computer to communicate

with the wrong server) This techni$ue, which is aso known as domain

hi3acking, uses a !ake website posing as a egitimate site) The site typicay

re$uests the user6s persona in!ormation, aowing the attacker to ?phish,?or stea the victim6s passwords, %'=, or bank account number)
https://www.boundless.com/marketing/textbooks/boundless-marketing-t

Project Black Bk Digital Media Marketing (1)

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Transcript of Project Black Bk Digital Media Marketing (1)