DM Lecture Four

digital and interactive marketing #DM

4

users, and consumers customers,

SOSTAC planning framework…

1

2

3

4

5

6

situation analysisobjectivesstrategytactics

actioncontrol

growth

position

competive

corporate

marketing

digital

resources

scheduling

Smith, 1990

7P’s

strategy… Segmentation

• Regional• National• International

Geographic

• Age• Gender• Family

Demographic

• MOSAIC• ACORN

Geo-demographic

• Income• Occupation• Education

• Religion• Race• Class

• Lifestyle• Personality

Psychographic

• Benefits sought• Purchase occasion• Attitude

Behavioural

• Usage rate• User status• Loyalty

strategy… segmentation

MOSAIC and online behaviour…

Digital Trends 2013, Experian Marketing Services

online behaviour…

what is it? …the 3 S’s

…search behaviour

How many pages of results browsed…

Number of ads clicked on…

What is searched for…

When do they search…

Shift towards longer strings

2 weeks = 1billion google searches in the UK

10% of UK searches in 2012

…90% visit the second page

online behaviour……site behaviour

…bounce rate

…device used

…journey and flow

…dwell time

…page views

…originating source

…using analytics to segment

online behaviour…

…social behaviour

…interests

…sentiment

…frequency of interaction

…which media are used?

…level of influence

…number of groups/communities

…measuring influence

spectator

joiner

collector

critic

creator

inactive

Forrester… social technographics

conversationalist

Forrester… social technographics

…where do we socialise?

Harris Interactive, May 2014

lies, damn lies… and facebook

…how honest are profiles?

“social acceptability bias” in data and research

…people say what they think you want to hear.

People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them

media consumption...

Over 25’s are search first - under 24’s are social first

…the average UK household owns 11.4 different media devices

…the Smartphone is still primarily a phone, only half of

owners use it to access the web

…the death of the “PC” is predicted

…but the most common activity on a smart phone is..?

The tablet is the currently biggest growing media device… a 175%

growth YoY

…growth in key technology platform usage…

Ofcom, 2014

perceived risk…

…phishing

…flogs and shills

privacy

security

…trolling

…time

customer personas...

…can be formed through research

…or focus groups

…gather relevant qualitative data

better to engage in depth interviews…

To start with – we can link them to buyer behaviour

Consumer Decision-making

Problem/ Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Evaluation of Purchase

Fill, 2009

a guide to building personas...

…use classic segmentation bases and variables

also bring in a focus on lifestyle and attitude

consider “technographics” and also “webographics”…

…also consider other criteria in Search, Site and Social

web experienceactivity

platform frequency

Smart Insights, 2013

…finally

we need to validate the persona’s internally…

…and place them into hypothetical situations

What would they think?

How would they feel?

What would they do?

“what if we decided to provide detailed images of content via instagram?”

example personas for the smartphone market

MOSAIC persona’s…

…four ‘always on’ persona’s

considers media, platforms and behaviour

http://www.experian.co.uk/marketing-services/always-on-consumer.html, 2014

References and reading

Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice HallSmith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth HeinemannRyan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Pagehttp://www.smartinsights.com/

http://www.e-consultancy.com/

http://www.google.com/analytics/features/

http://www.experian.co.uk/marketing-services/mosaic-digital-

insights.html

http://blog.kissmetrics.com/

http://www.forrester.com

/http://www.ons.gov.uk/ons/