College notes Digital Marketing L1: Intro L2: Segment 1: RACE RACE= plan + measure & optimize Reach; getting visitors (SEO) Act; site needs to be interesting enough to keep them on the site and let them search through Convert; convert to buying Engage; after purchase and they involve friends, advocacy Netflix case Reach Act Convert Engage Own experience Via SEO by searching a film Youtube ads 1 month free Netflix originals are prominently showed Videos start immediately Easy to subscribe Different plans, basic, standard, premium and downgrade or upgrade at any time Personalised advices KPI’s Unique visitors Clicks Avg. time on site Bounce rate Percentage that fills in their email IP addresses? Average order value Views in same category? Repeat purchase Segment 2: Customer experience Customer experience (CX)= roots + process + touch points CX: Cognitive; you are thinking things Emotional; feeling you have about being here Behavioural; maybe you are taking notes Sensorial; heat in the room yesterday Social; the other who are here Process; Todays experience influences the next experience Touch points; Brand owned; Packaging Partner owned; partner owns the touch points, supermarket decide placing Customer owned; only customer has control over this, customers buys and maybe does something else with it Social/external; social media, experience from another person you see on SM Due to covid we know: “We need faster, safer and better experiences” CJ stages: Pre-purchase, purchase, post-purchase Touch point Glas licking for taste Customer Journey stage Pre purchase Why implement Segment 3: Putting it all together Story telling current customer experience touch points Touch points RACE Plan (digital customer journey steps) + Measure & optimize (KPI’s) Video; following topics will be covered in following sessions Artificial serendipity; s3; searching online and if you are surprised when you go somewhere NFT; s6; Hotwheels with own digitial cars Re-inventing customer loyalty; s4 Metaverse commerce; s7; buying something in metaverse Defining ethical boundaries; s10; ethic to predict behaviour from AI? Influencer marketing; s9 L3: Search and choice Segment 1: Search and motivation Story about mixtape from his younger years about his crush These days you can follow a playlist, shuffle, and share Moral of the story, these days everything is digital. Effort and time is appreciated by people. Digital technology changed how customers find what they are looking for online vs offline; people looking online for shoes and visit a store to see; taking class online vs online gives a different experiences. So important to understand what customers what, do they want to feel and think online or offline, what do they expect? Segment 2: Choice and influence Haring opinions and narratives Gopher is an internet protocol DSMM; digital social media and marketing Soon everything in marketing will be automated. You ask a AI software to create the best ad picture and use the best SM to promote. Influences your decisions + discovery SEM / SEO; also the suggested advertisements on FB due to trackers What makes online content viral? When you share something online, you have a reason for it. If you share usefull information it could lead to better decision. If you share more positive content, it has more social transmission, more attractive for others. Neutral emotion did not gave a significant effect on social transmission Negative emotion in posts also has a effect social transmission, makes your post more viral, think off a post about a loss of a friend. Positive emotions are more socially transferrable, because people might think you are a positive person, so they perceive you different Easier to share positive than bad things, because people don’t like to talk about bad things, like mental health People may be afraid to share bad things, because it might hurt the people reading it Better grade if reflect better, better critical thinking Segment 3: Relatability, trust and experience by exchanging information Important to keep in mind for who the product is. Values are different for everyone. Red Bull sponsors extreme sports, the way they perceive themselves, is verry important, also the way consumers experience things. If you don’t do this well, you disrupt the story of influencing Summarize; Storytelling important, because take you on a journey, gives you expectations When correctly told story, it makes you relate and makes you trust to engage Once engagement is settled, you can let them behave in a way you want it. L4: missed L5: user-generated content Segment 1: Major types of UGC’s Blog comments Social media comments and posts Reviews User generated media (image & videos) User generated blog posts Forums Podcasts Important that voice of the brand is the same as the voice of the customers Example of squid game. Influence did game out of squid game. Who benefits? The influencer or the Netflix series? who benefits and why depends. People react differently. You will be most effective if you figure out how people react. Advantages and challenges of UGC Advantage is the grow of communities and might grow rapidly, a challenges then is to produce the growing ask for products, if you can produce then maybe you have to much personal for after the hype, if you cannot produce then you might lose customers. Segment 2: aren’t UGC’s simply stories told by others Most of the content is created by consumers (60%), only 20% is created by brands. Memes work if they are relatable. Tiktok want to leverage UGC content, because when normal people do it, it is more authentic, but is it? Are those people not secretly paid by the company to promote. Authenticity and control As a viewer/audience you know when something changed, if the influence behaves different than normally you will see. Example with Khaby Lame with Xbox series S advertisement, you just feel there is something off, it is not authentic to his regular work. Mentimeter what drives people to create UGC: Money, fun, fame, helping others, loyalty, dissatisfaction When your organisations voice if in line with the voice of customers, you will get to UGC. But if you are off, it will not work. Segment 3: UGC and dissatisfied customers What is attitude toward a firm’s response? More extraversive people will create more UGC and have a better attitude towards the firm respons. Vengeance is sort of refusal against a company, no one can stop you saying you things on your SM. Altruism and vengeance were the strongest drives of UG creation after a negative service experience Venting ad-self-enhament.. significant results. About the article, they measured the five on the left. Therefore they gathered data via reviews, they changed al the text to data. Vengeful extraverted service customers more likely to spread negative UGC Expressing disappointment may also occur with less extroverted customers Service customers motivated by altruism or selfenhancement have strong positive attitudes towards a firm’s response to a service failure Think about what comes first. L6: Firm-generated content Owned social media and shared social media? Ajax Europese en Nederlandse marketing prijs gewonnen met video Schaal omgesmolten en naar seizoenkaarthouders gestuurd tijdens corona Three birds waren verboden in Turkije op het alternatieve shirt, dus provoceerden ze UEFA op verschillende manieren. We saw firm-generated content and how it is spread, wat is the link with customer experience? Touch point is choosing man of the match, we have brand owned and partner owned. Brand owned because you can fill it in online via their own website/app, via Facebook is partnerowned, because communication via Facebook and has limitations due to how Facebook works, if it is via the app of Ajax themselves and people fill it in, in the stadium, then it is social owned, because social aspect has an influence, your neighbours have an influence. A poll via Facebook is social, but this was only send your vote and no showing of the result ondertussen The stages of pre match, during match and after match are the same as pre purchase, purchase and post purchase, because there are people who buy only one ticket. For season pass holders the cycle is way longer. The way Ajax uses different sort of posts for different platforms relate to the RACE framework, because Via Facebook is for selling tickets Via Instagram is for selling merchandise We thus see things get more interlinked, social media and shops, this is start of RACE Firm-generated content= (multi) format + fails (multi) format written above Fails bad advertisement, who make people feel bad/don’t like Valance and orientation: Positive and negative valance, Valance and subject manner, if we have both, we have (substantial advantage) long term advantage Goooood and stretch, so valance, we have temporary impact, this is customer based, because about fans. (was it long term effect) Second one: positive valance, but article does not talk about emoji’s, so unclear. Third one; valance because of the capital letters, orientation is competitive, because is about a competitor. Last one; there are words who are negative valance, but it does not say about customers Negative valance; example from burger king giving free whoppers if u used the fire filter to McDonalds. Formal name better in firm generated content better for willingness to purchase and perceived authenticity Nick name better in user generated content for willingness to purchase and perceived authenticity. L7: influencer marketing - missed (skiing) L8: Marketing in video games Do you think advertising is the only way to promote products/services/brands in video games? Skin by a brand or a car by brand in a game is (not) a advertisement, but a display with a brand is a advertisement? It is hard to draw a line between this. This question is not answered in the lecture. It depends on the game, the way it is placed in the game. If it disrupts your experience, than it is more like an advertisement. L9: Guest lecture Kids that play advergames relate better to brand L10: AI in digital marketing Ethics are an interesting point in your assignment (deep fake especially) Use RACE to tie things together in your assignment Segment 1: Machine learning trying to help us predict Companies collect data, the algorithm segments the customers for better targeting with marketing. Data collection Profile unification segmentation prediction & Decision activation Multiple price points leads to more revenue, but may be not fair. Same hotel room/flight seat, but different prices. A lot of data is needed, can be from own website, or look what competitors do. Downside is the opinion of customers. Segment 2: RACE and AI in digital marketing Back in the days chatbots know rules and just went through the data set of rules to know how to react. Now it works based on machine learning. ChatGPT goes more to Deep Learning. ChatGPT is not creative, but it has enough data to react. Data Mining builds data and feeds it to AI (chatbots) it tries to understand the words out of sentences. NN is Neural Networks You can not use AI without data. You have to feed the AI. How to do this ethically is important Slides about interaction. Little changes between the segments don’t help. You have to use lot of data to differentiate the site interface to the segments. Segment 3: AI applications Snowball effect of AI. If you feed it crap, it will create crap and will feed another algorithm and will also generate crap. What do you think is a disadvantage of using chatbots to understand customer feelings? Why? Because you know it is not a person, you interact differently.
