Digital Marketing – Critical Success Factors

Chapters 1 › Unit 1: Let´s start with...YOURSELF! Or: Switch in your role as a customer! View instructions Hide instructions

Let´s start with...YOURSELF! Or: Switch in your role as a customer!

Track your own behavior in respect to the new marketing reality for the next 2 weeks

A key element to successful marketing is understanding our customers and how to reach them. In the end, it´s always people - no matter whether B2C or B2B - we are marketing to. Yet, let´s face it, we sometimes tend to forget that there are real people behind the screens. Therefore we do things that we would - if we were our own customers - easily identify as, well ... "not the best option“.

Therefore, we ask you to look at the new marketing reality from your perspective as a customer (no matter whether B2C or B2B).

You can use these questions as your guideline and get some inspirations of what to look at:

1. The demise of classic online communication
- (Let´s be honest:) Are you using an ad blocker? And if so, why?
- How often do you feel annoyed by banner ads and/ or click them by accident?
- Are there classic display banners that positively caught your attention and why so?

2. Search vs. social
- When do you turn to search, when do you turn to social? What intent or trigger is behind each use?
- When you have spare time: Do you rather turn to search or social?
- In which context do you use different social networks = is there a pattern why are you there, what do you use it for and in which mood are you while using it?
- Which of these 12 social media types describes you?!

3. Always on and truly mobile
- When you use two screens at once: Is their usages related or unrelated? What exactly do you do?
- Is there a difference when you use search on desktop vs mobile?
- Do you read emails or access websites with your smartphone that are not mobile optimized? If yes, why?

4. The new role of customer service & experience
- Did you have any negative experience with a company? What did they do and how did it change your perception of them?
- Did you you have a great experience with a company? What did they do and how did it change your perception of them?

5. The rise of the external sales force
- Do you rely on any kind of third party information while researching for something you want to buy or consume? If so, why and what is it?

6. The new platform economy
- How much online time do you spend „outside the platform economy“?
- If you bought something "physical", do you buy it through someone else but Amazon or Alibaba? If not, why?

7. Overall shifts
- What caught your attention from a brand you did not know before? How did they do that?
- In case you have not yet figured out what Facebook thinks your interests are, you can do that now!
- In case you have not yet figured out what Google knows about you, you can do that now!

Me and my customer-me

  1. I don't use an ad-blocker, because I am interested in seeing many different campaigns to spark my creativity. I am frequently annoyed by the enormous amount of boring ads lacking relevance, though..

  2. I'd say I'm a dipper: In the past (like 2-3 years ago) I posted frequently, I even had a personal project called #oaw (standing for "once a week (do something you've never done before)") – every weekly action was documented on Facebook by posting a photo. Then the hype wore off.. Now I mostly follow info-pages like Mashable or Futurism and congratulate people on their birthdays. Since I'm a knowledge addict, I frequently turn to search rather than social. Whenever something comes up in conversations – like "Actually I'm not sure how XY works exactly" – I google it. People sometimes make fun of me because of that, but I love it ;-)

  3. Mostly unrelated use. When related, it's mostly TV + search on mobile. I definitley don't read e-mails that are not mobile optimized, actually I don't like e-mails very much in general, I haven't even installed the mail-app on my new phone yet. Works fine for me ;-)

  4. Last Christmas, I ordered a personalized gift on radbag – when it arrived, the printing wasn't perfect, so I contacted them via e-mail. They responded instantly offering me to send a new item free of charge, plus I could keep the original one and I even got a 5-euro-voucher for my next purchase. 100 points.

  5. I mainly talk to people from my network about products I want to buy. Sometimes I read reviews from people I don't know, but by far not as diligently as e.g. my fiancé or my best friend. When I'm in a shop, I mostly check prices online before buying something, though.

  6. I am an Amazone Prime member and I love the comfort, despite their hard conditions for sellers (my last job also involved marketing / sales via Amazon). However, I mostly buy clothing in one-brand-shops. So, all in all, I'd say 50 % outside the platform economy.

  7. We bought our house thanks to a Facebook ad, at a time when I didn't actually think about moving. The ad was displayed in my fiancé's newsfeed, probably because HE did think about moving and had already searched for properties on respective platforms.

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