MKTG1203 Study Guide - Final Guide: Google Alerts, Big Data, Customer Engagement
Digital Marketing
Digital Consumers:
• Dominant digital consumers → use internet at every opportunity
• Hybrid digital → use the internet to facilitate better perceived outcomes
for their lives
• Reluctant digital → reluctant to change to digital solutions unless they
must
• IBM consumer segmentation analysis
o Efficiency experts → see the adoption of digital deliveries and
services as a way to make life easier
o Content kings → includes gamers, newshounds, movie/TV/music
lovers
o Social butterflies → cannot imagine not being able to instantly
access their friends
o Connected maestros → combines behaviors common to content
kings and social butterflies but with more sophisticated behavior
Distinctly Digital Consumer Elements:
• Balance of power has shifted from marketer to consumer
• Consumer → more empowered due to unprecedented access to
information about products, prices and competition
• Transparency of information and ubiquity of access allows the consumer
to have much of the power of the transactions
• Companies that embrace the understanding of the individualization effect
benefit from increased performance
• Customers want more appropriate, relevant, individualized interaction →
more active
• Consumer interconnectedness → desire to be connected all of the time →
plays a significant role in where and how brand interactions occur
• Result in a loss of control of brand interaction → firms cannot control
consumers say
• Trialogue → marketer to consumer, consumer to consumer
• Internet gives consumers the ability to explore their individuality → feel
in control
find more resources at oneclass.com
find more resources at oneclass.com
