dim lecture 4
DESCRIPTION
Customers, consumers, users and groups...TRANSCRIPT
![Page 1: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/1.jpg)
4
![Page 2: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/2.jpg)
1
2
3
4
5
6
situation analysis objectives
strategy
tactics
action control
![Page 3: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/3.jpg)
• Regional • National • International
• Age • Gender • Family
• MOSAIC • ACORN
• Income • Occupation • Education
• Religion • Race • Class
![Page 4: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/4.jpg)
• Lifestyle • Personality
• Benefits sought • Purchase occasion • Attitude
• Usage rate • User status • Loyalty
![Page 5: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/5.jpg)
![Page 6: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/6.jpg)
How many pages of results browsed…
What is searched for…
When do they search…
Shift towards longer strings
2 weeks = 1billion google searches in the UK
…90% visit the second page
![Page 7: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/7.jpg)
…device used
…dwell time
…page views
![Page 8: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/8.jpg)
![Page 9: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/9.jpg)
online behaviour…
…sentiment
…which media are used?
![Page 11: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/11.jpg)
![Page 13: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/13.jpg)
![Page 14: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/14.jpg)
lies, damn lies… and facebook
People don’t tell you things about themselves that may reflect poorly (or they imagine may reflect poorly) on them
![Page 15: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/15.jpg)
media consumption...
![Page 16: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/16.jpg)
![Page 17: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/17.jpg)
perceived risk…
![Page 18: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/18.jpg)
…can be formed through research
![Page 19: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/19.jpg)
Information Search
![Page 20: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/20.jpg)
platform
![Page 21: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/21.jpg)
…finally
How would they feel?
![Page 22: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/22.jpg)
![Page 23: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/23.jpg)
![Page 24: DIM Lecture 4](https://reader034.vdocuments.net/reader034/viewer/2022052505/55515739b4c905e1708b4a34/html5/thumbnails/24.jpg)
Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2006), Internet Marketing: Strategy, Implementation and Practice (3rd Edition), Prentice Hall
Smith, P.R. and Chaffey, D. (2005). E-marketing Excellence. (2nd Edition). Elsevier Butterworth Heinemann Ryan, D. and Jones, C. (2009) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation London: Kogan Page http://www.smartinsights.com/
http://www.e-consultancy.com/
http://www.google.com/analytics/features/
http://www.experian.co.uk/marketing-services/mosaic-digital-
insights.html
http://blog.kissmetrics.com/
http://www.forrester.com
/http://www.ons.gov.uk/ons/