idm student evening 20 september 2012 by david reed
TRANSCRIPT
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20th September 2012
Looking for the digital consumerDavid Reed, editor, Journal of Direct, Data and Digital Marketing Practice
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About DDDMP
✤ “Indispensable resource for senior marketing managers seeking awareness of new marketing concepts, strategies and applications from around the world.”
✤ Published quarterly, each issue usually comprises an editorial, 4-5 peer-reviewed papers, a best practice case study, a new technology briefing, a legal & regulatory update, 15 abstracts, and 3-4 book reviews.
✤ Personal subscription print and online for £124
✤ Member benefit if you join the IDM.
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Issue 14.1
✤ “An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook.”
✤ “From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics.”
✤ “The digitally excluded consumer - Options for marketers.”
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DDDMP 14.1 - The Case of Facebook
✤ An investigation into the extent to which social networks influence purchasing decisions through a quantitative analysis.
✤ Researches beyond usage into Facebook-mediated marketing communication.
✤ “Facebook promotes a consumer-to-consumer approach, exploited by consumers to share experiences and create a common knowledge of products and services...provides managers a direct channel for communicating with clients through a business-to-consumer approach.”
Hypotheses:
✤ Ease of use of FB influences role as support tool in decision-making.
✤ Ease of use has a direct influence on gathering information through this source.
✤ Usefulness of messages influences attitude towards using FB for information about purchases.
✤ Attitudes towards FB influence intention to use it as a support tool for purchasing decisions.
✤ Enjoyment of FB influences perceived usefulness.
✤ Enjoyment influences attitude towards role as support tool for purchasing decisions.
✤ Enjoyment of FB influences behaviour in using it for this purpose.
✤ Ease of use has a direct influence on enjoyment.
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DDDMP 14.1 - The Case of Facebook
✤ Anonymous survey among students in Southern Italy, generating 187 responses.
✤ Proved all hypotheses (except number 1)
✤ “Users appreciate the presence of firms/products...and take into account recommendations and suggestions.”
✤ “Managers could improve the fun provided by pages by adding games, contest and applications.”
✤ “Marketers would consider the link between a high level of enjoyment...for positively affecting consumer purchasing decisions.”
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DDDMP 14.1 - From Web Analytics to Digital Marketing Optimization
✤ Reviews opportunities to better apply web analytics to improve digital marketing performance.
✤ Defines an approach to improve the value contributed by web analytics.
✤ Describes techniques to set up a digital marketing optimization programme.
✤ “Adoption levels of [web analytics] are high, but usage of them remains surprisingly low.”
✤ “Majority not using fundamental web analytics approaches such as customer journey analysis and segmentation...despite the majority rating these as highly/quite valuable.”
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DDDMP 14.1 - From Web Analytics to Digital Marketing Optimization
✤ Lack of resources and budget are significant barriers - for every $80 spent driving traffic, $1 spent converting it. (Source: Omniture)
✤ Companies with a structured approach to conversion 2x more likely to have seen large sales increases.
✤ “Success depends on reducing inefficiencies in digital marketing.”
✤ “Scope of web analytics should be broadened beyond its traditional focus on website optimization to other forms of digital media.”
✤ Need for a continuous improvement process and analysis methodology for making improvements - Six Sigma, DMAIC.
✤ Select the right KPIs.
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DDDMP 14.1 - From Web Analytics to Digital Marketing Optimization
✤ Reach, Act, Convert, Engage framework.
✤ Covers all main measures across the customer lifecyle at different levels of reporting.
✤ Ten tests of measurement design.
✤ “To increase adoption, web analytics needs to be repositioned as an improvement process.”
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DDDMP 14.1 - The Digitally Excluded Consumer - Options for Marketers
✤ One-fifth of consumer are not online - 8.7 million people
✤ Need to supplement digital marketing with analogue
✤ “Clients and their agencies have differing views about the speed of migration online.”
✤ Clients - 26% expect to increase offline marketing budgets v Agencies - 9% expect increase
✤ Clients - 26% expect to decrease offline marketing budgets v Agencies - 58% expect decrease
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DDDMP 14.1 - The Digitally Excluded Consumer - Options for Marketers
✤ Age factor - 7.3 million digitally-excluded over 55.
✤ Absence of PC in workplace during their working life.
✤ Age-related digital exclusion will diminish.
✤ “Majority are not digitally excluded, but digitally indifferent or even digitally disinterested.”
✤ “Most marketers are dependent on digital communications...it must be extremely difficult to understand large numbers of consumers who, for rational reasons, have decided to remain offline.”
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DDDMP 14.1 - The Digitally Excluded Consumer - Options for Marketers✤ “The future profile of those
not connected to the Internet is likely to be based solely on the person’s socio-economic status.”
✤ “The new generation of digitally excluded will be those without mobile internet access.”
✤ Digital exclusion will become another deprivation factor.
✤ Four approaches for marketers:
1.Ignore and do nothing
2.Become part of the solution
3.Target a specific segment
4.Make all digital touchpoints accessible
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fast.MAP Marketing GAP
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fast.MAP Marketing GAP
What do you think is the main purpose of the Data Protection Act?
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fast.MAP Marketing GAP
When a company asks for your contact details, describe your attitude
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fast.MAP Marketing GAP
When an organisations asks for permission to use your data,are you given enough choice about how it will be used?
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fast.MAP Marketing GAP
If you are on Facebook, which of these statements do you agree with?
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Truste cookie audit
Website compliance with ePrivacy Directive (231 sites)
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Conclusions
✤ Marketing risks being out of synch with the consumer
✤ The consumer does not look (or behave) like you!
✤ If your agency tells you something is right, ask for the evidence