MKT 250 DigiMarketing: Chapters 1,2, & 11 y DigiMarketing: Digimarketing is the future evolution of marketing.

It happens when the majority, or totality, of a company s marketing uses digital channels. Digital channels are addressable, enabling marketers to have a continuous, two-way, personalized dialogue with each customer. This dialogue leverages data from every consumer interaction to inform the next, much like a neutral network. Additionally, marketers use real-time behavioral information and direct consumer feedback continuously to improve and optimize interactions. Chapter 1: The Media Game-Changers Game Changer: Proliferation and Invasiveness o Continuing media proliferation will lead to more pervasive and invasive media due to traditional channels becoming less effective o Increased tensions between consumers and marketers over issues of intrusion, personal data, and privacy Game Changer: The New Mass Media of One o New Media including social networks, games, mobile, and other digital formats will continue to attract even larger audiences. o Marketers will shift more of their activities to these channels, however marketers will use them as one-to-one channels, not as mass media. Game Changer: Traditional Media Digitizing o As traditional media becomes digital, digital media will become the norm. Media will be move from a broadcast model to addressable media. o Marketers will leverage the benefits of addressability to personalize, delivering customized messaging and content and performing analytics. Game Changer: Digital Devices become Media o Myriad digital devices will have new functionalities and as a result play very different role in peoples lives. More devices will become media, and at the same time more digital functionality and processing will be embedded and will therefore happen behind the scenes. Game Changer: Video Richness and Direct Response o Video will be standard through all digital channels, including mobile and in=market media. o New technology will increase interactivity through new media touch points. Effectively, all new media will be used for direct response activity. Game Changer: New Channel Connections o Digital Technology will act as standard, enabling a wide variety of devices to connect seamlessly. In the future, you can expect more devices to be connected in innovative ways. Game Changer: Social Networking, Virtual and Viral o The physical and virtual worlds will increasingly overlap and intermesh. People will interact in new ways as they participate in social networks that permeate their lives, and they share more information virally. Game Changer: Consumer Paid and Created Content

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y y y Consumers will have an expanding wealth of content options. DigiMarketing Tenet 6: Messaging with participants must be on an opt-in basis only. with consumers crossing back and fourth constantly between the two. and the easy global distribution power of the internet. DigiMarketing Tenet 2: Marketers must move beyond the traditional metrics of reach and frequency. Companies will have to focus more than ever on content that attracts consumers. All DigiMarketers will need to make relevant.not treated as passive viewers or targets. and rich materials. the limitations of media units. the virtual and physical worlds will intertwine. DigiMarketing Tenet 5: Consumers will initiate and direct more of the participant-marketer interchange. . Game Changer: Search o Web Search will evolve from general search to more vertical search. Marketers will play a role in this by encouraging and rewarding consumer content creation in a manner that's relevant to their brands. o Content created by companies and consumers alike will proliferate. content will increasingly be freed from specific delivery mechanisms. They have their own ideas of how things should be tagged and organized. A large portion of content will come from consumers themselves. o       Chapter 2: DigiMarketing: The New Imperative DigiMarketing Tenet 1: Consumers and customers must be actively engaged as participants creators. o Mobility will drive local area search. and tailored to each participant's indicated preferences. particularly video content. and as this happens the role of search as the way people find things will grow further. everyone will be in the media business Game Changer: Consumer Organize Information o Consumers want to participate actively in the co creation of content. digital will be the mainstream and mainstay of media. DigiMarketing Tenet 4: In DigiMarketing. o The DigiMarketer needs to leave room for consumers to express these ideas and actively participate in organizing information. SUMMARY o We will eventually reach an inflection point when the majority of channels become digital. and physical boundaries. quality content their focus to generate sustained participant interest. Companies will increasingly seek the exponential payback that comes from having consumers share information through social networking sites and virtually with each other. This requires better planning and a clear proposition. and will be viewed on the multiple screens and devices of peoples lives. contributors and commentators . Engaging digital creative should encourage participants to adapt your digital marketing around their personal preferences and desires. o With almost no barriers to entry. Successful DigiMarketing engages people on a sustained basis. sophisticated. o As channels and content proliferate. DigiMarketing Tenet 3: Marketers need to determine which mix of channels is right for their marketing needs. or contextual search. o Consumers will use technology to create increasingly varied.

      DigiMarketing Tenet 7: Marketers will need to understand a wide variety of new media options. Marketers will deploy real-time analysis of data to make quick. many of which have pay-for-performance metrics. DigiMarketing Tenet 9: Marketers will need to use more sophisticated approaches to connect digital and physical touch points. contributors and commentators . DigiMarketing Tenet 12: Via addressable channels. They will also shift their focus from the integration of brand image to the unification of each customer's experience. using all the digital tools available to them to influence .not treated as passive viewers or targets.the debate. DigiMarketing Tenet 10: Data is the key to using addressable channels effectively. A good data plan will be the centerpiece of DigiMarketing. Marketers will use this data for more detailed psychographic and behavioral profiling of consumers. DigiMarketing Tenet 11: The "rear-view" approach to marketing. Key Goals of a Participant Print: o Customer Acquisition/Registration  Goal: Customer acquisition or registration o Brand Exposure  Goal: Increasing brand interest and likeability o Product Knowledge/Education  Goal: Specific number of people to reach with educational material via digital channels y . influences.not dictate . DigiMarketers will have to adapt their approach to be a meaningful part of the public conversation. y Participants' attitudes to your competitors' content  Consumer Content Creation Profile: y What your customers are creating at the moment. Chapter 11: Phase 1 Defining a Participant Print and Goals DigiMarketing Tenet 1: Consumers and customers must be actively engaged as participants creators. o Individual Profiles:  You will need to know all you can about individual customers. DigiMarketing Tenet 8: It's impossible to manage news in a digital world where consumers are faster than companies. y Key elements of a Participant Print: o General Profile:  Basic information about customers o Digital Profile:  Digital Usage Habits  Content Consumption Preferences: y Favorite sources of information. The use of individual customer data will enable a continuous customer dialogue. You may find this data in your existing customer database or through tracking customers' current web activity. DigiMarketing is the future evolution of more accountable marketing. everything in the marketing mix will be measured and optimized to ensure continuous improvement. Search will play a key role in companies' DigiMarketing plans too. which bases decisions primarily on historical information. Instead. is insufficient. consistent and fact-based modifications to their DigiMarketing activities.

the number of customers serviced digitally.o o o o o o o New Product Introductions  Goal: Specific number of people to reach about a new product or service Enhanced Customer Service  Goal: Specific increases in customer satisfaction. and targets for customer service cost reductions Detailed Participant Databases  Goal: Specific KPIs in relation to deepening your databases Company PR Coverage and Influence  Goal: Specific number in terms of exposure and influence Consumer Insights and Feedback  Goal: Respond to customer feedback issues build Activation  Goal: Reaching consumers via activation at relevant point of consideration or purchase Sales  Goal: Achieve e-commerce sales targets .

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