MKTG1203 Lecture Notes - Lecture 10: Search Engine Optimization, Digital Marketing, Good Technology
Document Summary
Empowering consumers: consumers have unprecedented access to information about products, prices and competition, as a result, consumers are more demanding, less forgiving and want appropriate relevant, individualised interaction. Eword of mouth (ewom: electronic word of mouth occurs outside the control of the firm. It can be seen as a positive aspect because consumers have the ability to engage with other consumers. The digital channels: websites, usually the main digital channel, good websites are interactive, engaging and have social resources, search engines, these are often set as home pages. The 4e framework for social media: excite, educate, experience, engage to consumers. Excite the customer: offer must be relevant to the targeted customer, relevancy can be achieved by providing personalised offers. Experience the product: provide information about a firm"s goods and services, how they work, how to use them and where they can be obtained, simulate real experiences. Engage the customer: action, loyalty and commitment, positively engaged consumers lead to more profitability.
