Summary: Articles

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• Potential challenges for Digital marketing (Leeflang et al, 2014)

  -Ability to generate and leverage deep customer insight                                  
  -Managing brand health and reputation in a social media environment 
  -       Assessing the effectiveness of digital marketing                                            
  - (The increasing talent gap in analytical capabilities within a firm)

• Biggest improvement opportunities of dealing with these challenges (Leeflang et al, 2014)

  -Filling talent gaps (supply and demand of analytically trained people in                        marketing)     
  -Adjusting the organizational design
  -Implementing actionable metrics

• Impact of media revolution (Edelman & Salsberg 2010)

  ·Integration of different media
  ·New publishing models are evolving
  ·More personally relevant
  ·Real time conversation (social networks)

• Four priorities for marketing in organizations (Edelman & Salsberg, 2010)

  ·Think about strategically the role of each media type
  ·Rebalance time and resources
  ·Develop a clear community or social networking
  ·Improve both art and science of marketing (consumer experience)

• Path to purchase, 3 basic steps (Srinivasan, 2015)

  • Learning > cognitive (click on ad)
  • Feeling > affective (liking)
  • Behavior > conative (purchase)

• Results Taxonomy based approach (Anderl & Kunz, 2016)

  • FIC > CIC: narrowing down choice and actively searching for new info; indicates increase in purchase propensity
    
  • Generic > Branded CIC: inclusion of brand in consideration set; looking for more detailed info
    
  • Branded > Generic CIC: identifying alternative brands; indicates a decrease in purchase probability
    

• Helps retailers to determine (Anderl & Kunz, 2016)

  -the content of ads (in retargeting strategies)
  -the value of real-time bids (higher when a customer has prior clicks in FIC’s)
  -individualized marketing or targeting strategies (info about shipping options for consumers who use CIC’s and already visited through FIC’s in the past; or offer special promotions to consumers who switched from branded to generic CIC’s)

• Customer journey map (Dell)

  1.Define the exact area (e.g. product, service or task)
  2.Create a persona based on the customer’s demographic and psychographic profile
  3.Map this persona’s journey across a specific task and identify touchpoints with the organization

• 4 types of measurement and attribution

  • intra-channel
  • online to offline
  • cross channel
  • cross device

• Framework and guidelines for managing SM (peters et al., 2013)

  • Motives
  • Content
  • Network structure
  • Social roles & interactions