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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!

My role as a customer

1 comment
  1. The demise of classic online communication
  2. (Let´s be honest:) Are you using an ad blocker? And if so, why? A: No. Most of the time, I find the ads interesting because they have promotions about a product I might be interested in purchasing.
  • How often do you feel annoyed by banner ads and/ or click them by accident?
    A: I feel annoyed by banner ads when I am reading an article and they suddenly pop up. Also, when trying to close a banner ad, the close icon is very small that most of the time I end up clicking on the ad by accident.

  • Are there classic display banners that positively caught your attention and why so?
    A: Yes, there are. Most of the time I visit a website, I see banner ads from websites that I have previously visited. So, if I have previously visited an online store, most of the ads that pop up are from these online stores, and they usually caught my attention because they have promotions/offers of the previous website I visited.

  1. Search vs. social
  2. When do you turn to search, when do you turn to social? What intent or trigger is behind each use? A: I turn to search when I am looking for specific and detailed information such as traveling info, news, articles, research, etc. I turn to social when I am not looking for specific and detailed information, but when I am interested in knowing what is currently happening at the moment. More for entertainment and constant communication with friends and family.
  • When you have spare time: Do you rather turn to search or social?
    A: when I have spare time, I rather turn to 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?
    A: I use social network for different purposes. For example, I use twitter to connect with companies in a faster way. It could be either to complain or to congratulate a company for their good service. Also, I use it to check for events that are going on.
    I use Facebook to connect with my family members and friends by posting pictures and videos, commenting on their postings, etc. Also, I use it to congratulate someone for his/her birthday, relationship status, etc.
    I use Instagram to publish pictures of events, friends, places, food, etc. it’s like the album of our lives.
    I use SnapChat to publish what I am doing at a specific moment or to publish something that has caught my attention.
    I use YouTube to search for movie trailers, new music videos, and playlists.
    Last, I use LinkedIn to share and read interesting articles relevant to my industry. Also, I use it to share information about my career and to connect with marketing professionals.

  • Which of these 12 social media types describes you?!
    A: I consider myself an ultra. I am always checking the feed of any of the social media channels (Instagram, Facebook, Snapchat, LinkedIn). I like to be on top of what is going on in the social channels.

  1. Always on and truly mobile
  2. When you use two screens at once: Is their usages related or unrelated? What exactly do you do? A: Most of the time, I used two screens while I am watching TV. The usage is unrelated. Usually, I check my phone during the commercials time.
  • Is there a difference when you use search on desktop vs mobile?
    A: I think it is faster to search on desktop than on mobile. I feel it is more practical. However, it also depends on the kind of information I am looking for. I would use a desktop if it were a more complex and detailed research. Most of the time, when using my phone to search for information, the sites take longer to load. Meanwhile, when using a desktop or laptop, the connectivity seems to be faster.

  • Do you read emails or access websites with your smartphone that are not mobile optimized? If yes, why?
    A: yes, I do. If I do not have a desktop or laptop available at the moment, I use my phone to access emails or any website.

  1. The new role of customer service & experience
  2. Did you have any negative experience with a company? What did they do and how did it change your perception of them? A: I had a bad experience with an airline. I lost a flight because one of their employees was not able to find my ticket on the system. Later on, I was able to get in touch with the manager, and he found my ticket. Because of their mistake, I lost a flight, and they placed me on their next flight, which I had to board in 15 minutes, and they gave me access to their VIP waiting room (I was there only for 15 minutes). I do not think that was a good apology. Because of this mistake, I lost a tour I had planned. Therefore, I complained on Twitter and they never got back to me. Now, I won’t ever travel with this airline or recommend it.
  • Did you have a great experience with a company? What did they do and how did it change your perception of them? A: I do not recall. However, I do not have any complains because their service was just normal.
  1. The rise of the external sales force
  2. 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?
    A: When I am going to buy a new product online or in-store, I always research for reviews online. Most of the time, I read Amazon reviews if they sell the product online. Also, if I am looking for a restaurant, hotel, or place to go, I research for Google reviews. Based on the reviews, I make my purchasing decision.

  3. The new platform economy

  4. How much online time do you spend „outside the platform economy“?
    A: I don't think I spend much time on the platform economy.

  • If you bought something "physical", do you buy it through someone else but Amazon or Alibaba? If not, why? A: Yes, I do.
  1. Overall shifts
  2. What caught your attention from a brand you did not know before? How did they do that? A: Most of the time, a new brand has caught my attention by their promotions/deals banner ads or videos on social media.
  • In case you have not yet figured out what Facebook thinks your interests are, you can do that now!

A: This is a screenshot of what Facebook thinks my interest are:
What Facebook thinks my interests are

  • In case you have not yet figured out what Google knows about you, you can do that now!

Comments

Hi Bridgette,

it might have been a typo or I did a bad job at explaining what the platform economy is. You wrote that you do not spend much time on it. Yet, you seem to be a very savvy social user. The social networks are all members of the platform economy. Although some are bigger than others (like Facebook that owns Instagram, and Google that owns Youtube)

Best

Juergen

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