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Cartes-fiches
Strong (general) AI
Approaches that attempt to depict and imitate humans or the processes in the brain
Application not possible yet
Virtual reality:
is the representation and simultaneous perception of reality and its physical properties in a real-time computer-generated, interactive virtual environment and the real environment is consequently switched off
Augmented reality:
aims at enriching the existing real world with computer-generated additional lenses. In contrast to virtual reality, no completely new works are scanned, but the existing reality is supplemented with a virtual reality
virtual and augmented reality (4)
- Both aim to provide the user with an enhanced or improved experience
- Virtual reality offers a digital recreation of a real-life setting
- Augmented reality delivers virtual elements as an overlay to the real world
augmented reality examples
- Pokemol Go: mobile game (overlaid digital monsters onto the players own real-world environment)
- IKEA place app
- Snapchat Colorista lens for L’Oreal (change hair colour)
Micro - environment (3)
Company
Competitiors
Customers
macro- environment (6)
- Political Influences
- Social Influences
- Environmental Influences
- Technological Influences
- Legal Influences
- Economic Influences
Digital footprint
sometimes called a digital dossier, is the body of data that exists as a result of actions and communications online that can in some way be traced back to an individual. (TechTarget)
Active data traces:
left intentionally such as FB, Twitter, blog, posts, image and video uploads, email etc.
Passive data traces:
left unintentionally by user (e.g. website visits and actions, searcehs, online purchases)
Listening tools to track your digital footprint
- Mobile screen time: monitoring apps such as Screen Time or Digital Wellbeing
- Location data digital footprint: apps such as Google Maps
- Web browsing digital footprint: apps such as Disconnect
- Consumer data aggregator sites: e.g., Google Ads
- “Vanity search”: type in your name in search engines such as Google, Bing or Baidu as well as Twitter search
- Alerts such as Google Alerts or Talkwalker
- Privacy settings in social networks (e.g., FB privacy settings or FB friendship pages)
- Create content, e.g. through a blog (e.g. www.wordpress.org) or complete your LinkedIn profile
- Create strong, memorable passwords and keep software up to date
Segmentation criteria
- Demographics (age, gender, Income...)
- Geographics (Geolocation, Day, Weather...)
- Psychographics (Interests, Personality)
- Behavioral (Browsing, journey, time, spent...)
Define your Persona (13)
- Who
- What
- Where
- Content
- Channels
- Pain touchpoints
- Trust touchpoints
- role
- they say
- we say
- keywords
- average order value
Digital Customer Experience
Antecendents (Information processing, Perceived ease-of-use, perceived benefits, usefulness, controll, skill trust...)
Experience (cognitive and affective state)
consequence
Mobile shopping (3)
- Movated mobile shoppers
- thoughful mobile shoppers
- reluctant mobile shoppers
motivated mobile shoppers (2)
- Confident and frequent users of mobile channel
- Motivations to use mobile channel are less important
Thoughtful mobile shoppers
- Concerned about lack of interpersonal interactions
- Additional motivations needed to use mobile channel (e.g., special offers)
Reluctant mobile shoppers
- Concerned about lack of interpersonal interactions
- Difficulty in shopping via mobile phone
- Difficult to motivate this type to use mobile channel
Internal Audit for Digital Marekting (4)
grössten -> kleinsten
DM Effectiveness, Marketing Effectiveness, Business Effectiveness
Aussenfaktor (financial or commercial contribution from digital channels)
Key Performance Indicators (KPIs) for an Online Presence (7)
- Unique visitors
- total numbers
- repeat visits
- duration
- conversion rates
- attrition rates
- churn rates
Resource Analysis
- Financial resources
- Technology infrastructure resources
- Data and insight resources
- Human resources
- Strengths and weaknesses
financial resources
costs components of running an online presence (e.g., site development, promotion, and maintenance)
Technology infrastructure resources
availability and performance (speed) of website and service-level agreements with the Internet service provider
Data and insight resources
Quality of data and tools to analyze the performance of digital channels and consumer characteristics and behavior
Human resources
Availability for e-retailer includes service and fulfilment resources for answering customer queries and dispatching goods.
Strengths & weakness
SWOT analysis for generic strengths and weakness
DM capabilities Model (5)
- Initial
- Managed
- Defined
- Quantified
- Optimized
Porter's 5 Forces
- Threat of new entrants
- Threat o substitutes
- Bargaining power of buyers
- Bargaining power of suppliers
- Degree of rivalry
Threat of new entrants
- Entry barriers
- Brand equity
- Product differentiation
- Industry profitability
- Economies of scale
Threat of substitutes
- Cost, availability and difficulty or switching
- Perception of quality degradation switching
Degree of rivalry
- Advertising spend in industry
- Possibility to create a competitive advantage through innovation
Bargaining power of suppliers
- Number of providers of a given product/service
Bargaining power of buyers
- Presence of bargaining leverage
- Customer price sensitivity
- Availability of information to customers
Benchmarking
Structured analysis of the online services, capabilities and performance of an norganization within the areas of customer acquisition, conversion, retention and growth
Benchmarking can help (5)
- Audit current approaches to digital marketing to identify ares for improvement
- Benchmark agains competitiors who are in the same market sector
- Identify best practive from more advanced adoptres
- set targets and develop strategies and roadmaps for improving capabilities through time
- communicate the current situation to colleagues and budget holders and highlight investment priorities for different activities
DM Intermediaries (def. +3)
Firms that can help a company to promote, sell and distribute its products and services
- Provide information about destination sites (i.e. merchant or brand sites)
- Means of connecting Internet users with product information
- can be publishers or media sites covering general news and entertainment, comparison sites, auction sites, search engines, social networks, and blogs
DM Intermediaries key implicaitons for markters:
- Need of being represented with a range of intermediaries and publishers
- Monitoring of prices
- Consideration of long-term partnership arrangements
- consideration of creating their own intermediary
search tool provider and sources of information
- google and FB tools (Free, accurate tools for market analysis of two of the largest platforms who encourage advertiser investment)
- SimilarWeb
- Socialbakers
- Nielsen
- comScore
- Google Analytics
- Internet or Interactive Advertising Bureau
- Internet Media in Retail Group
- Government sources
- Non- government organizations
Google tools (4)
- Display planner tool (shows relative size and audience composition of publishers in Google program)
- Google Trends (trends in search volume by country)
- Keyword Planner (details on number of searches each month)
- Consumer Barometer (goo-quality data on online shopping behavior by country and device)
FB IQ
AUdience Insights (FB audience country breakdown by gender, age, interests and job titles, plus info on top pages likes)
