term1 Definition1term2 Definition2term3 Definition3
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What are the elements that make a conversation? (3)
Content - sth interesting
Network - forum to talk and listen
People - participation
What is the strategy formulation process for digital marketing? (4)
1. Strategic Analysis
2. Higher-Level strategic development
3. Implementation
4. Evaluate
STEP 1: Strategic Analysis
Review internal capabilities + external env
E.g. financial position, competency, SWOT
STEP 2: (Higher-level) strategic development
Predetermined plans which are closely linked to firms' DM objectives
Establish goals (internal / external?)
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
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
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)
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