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7 Cards in this Set
- Front
- Back
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What are the elements that make a conversation? (3) |
Content - sth interesting Network - forum to talk and listen People - participation |
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What is the strategy formulation process for digital marketing? (4) |
1. Strategic Analysis 2. Higher-Level strategic development 3. Implementation 4. Evaluate |
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STEP 1: Strategic Analysis |
Review internal capabilities + external env E.g. financial position, competency, SWOT |
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STEP 2: (Higher-level) strategic development |
Predetermined plans which are closely linked to firms' DM objectives Establish goals (internal / external?) |
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STEP 3: Implementation 4 elements in B2C context |
Listening - research / crowdsourcing Talking - spread msgs abt prod / firm, OR get execs to talk, "politically-charged" new prods Energising - Find enthusiasts & ambassadors to spread msg Supporting - help customers support each other e.g. Jeff Stenski on Dell's community |
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What social motivations act as drivers for sharing? (10) |
Self-expression Social good Opinion seeking Shared passion Social in real life Social utility Kudos: Coolhunter Kudos: Authority Zeitgeist Conversation starting |
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What threats are there in Digital Marketing? |
Trolls (Doritos) Make yourself vulnerable (ppl gain momentum against you) Local issue could become global issue (United breaks guitars) Too much customer data (monitor data) Consumer-generated videos can cost firms millions (pick bike lock) |
