50%(2)1 out of 2 people found this document helpful
This preview shows page 6 - 9 out of 45 pages.
Email Marketing5.Mobile Marketing6.Web AnalyticsThe 4E Framework for Social Media i) Excite the Customer •Offer must be relevant to the targeted customer •Relevancy can be achieved by providing personalised offers ii) Educate the Customer •Provide potential customers with the opportunity to learn about the value proposition and benefits •This information may not be new but it may also remind •Sites such as Blogger, Twitter, YouTube and Reddit can all aid in this iii) 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 iv) Engage the Customer •Action, loyalty and commitment •Positively engaged consumers lead to more profitability Going Mobile•97% of consumers access social media through their computers, 37% via mobile phones, 3% through tablets and 2% via e-readers •These consumers are generally younger and wealthier than those who own older mobile technology •Such behaviour has resulted in the growth of price check and fashion apps •GamificationCustomer Engagement •Listening and responding •Involving •Empowerment
Customer Data Management • Social CRM strategy -CRM is not a new concept -The sheer amount of social media information can lead to 'data overload’ -‘Big data' is gaining popularity • Social media tools assist in managing large amounts of information The Future of Digital Marketing • Virtual worlds/augmented reality - Move from 2D to 3D - The importance of the consumers' virtual persona •Wearable technology (‘Cyborg' consumerism )•Most desirable Skills - Analytics (37%), Mobile Marketing (29%), Email Marketing (27%), Content Marketing (27%), Social Media (27%)Summing Up •Integrating marketing communications must now take into account a range of digital channels such as websites, search engines, email, social media and smart phones •The 4E framework recognises that marketers must excite, educate, experience and engage with consumers within the digital environment•Mobile technology is the dominant focus for digital marketing with many people using price, fashion or location apps. •Social customer relationship marketing (CRM) is a strategy that focuses on customer engagement via listening and responding, involving and empowering consumers. •Data management as a means to understand consumer behaviour on digital channels is also an important tool.
Week 3- Marketing Ethics, Sustainability and CSR Firm Goals •Greed and short term profit seeking- Serious long-term term consequences •Creating value over the long run - Long-term success Corporate Governance •Sir Adrian Cadbury (1999): “Corporate governance is concerned with holding the balance between economic and social goals and between individual and communal goals....the aim is to align as nearly as possible the interests of individuals, corporations, and society”. The Scope of Marketing Ethics •Business Ethics- The moral or ethical dilemmas that might arise in a business setting •Marketing Ethics-