Digital Marketing – Critical Success Factors

17 Nov 2016, 10:10 AM
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!

The Lurking Millenial


The world today is indeed very different from how it was ten years ago. I am fortunate to be part of the "millenial" group. We are the generation most often associated with social media and technology, and we are probably the biggest contributor to its growth today. I've experienced first hand the rise in social media and how technology has easily changed all of our lives. I have realized how interconnected the world is and how dynamic all these media and channels made available to us. I actually can't imagine my life without these "socials" anymore and as a social media user, I can most identify myself with the "lurker". I like to observe people, reading up on their thoughts and trying to understand and learn from them.

Lurking Millenial: Me!

Information has never been so accessible to anyone. With more information comes great power and with more power comes greater responsibility. Consumers are becoming very keen and meticulous in terms of their product choices and accepting truths about certain things. I, for instance have always done my research first before purchasing a new gadget. Word of mouth from family and friends is still the most powerful influencer on my buying decisions. Online reviews are also a key decision influencer for me. On my free time, social would be where I would read up on news and trends. I recognize the importance of tapping these channels to reach consumers like me.

It is true that consumers these days are always on and mobile. It would be very necessary for brands to keep up to date to the trends and to remain relevant to the consumers. In today's fast-paced lifestyle, convenience is one of the key factors I look for when engaging in new experiences or products. I, myself am an e-commerce customer. I appreciate the convenience and time-saving benefit these platforms offer.

We have never been more connected to the people around us. This is the reality we are in. Whether we like it or not, we influence each other a lot. Social media has been very effective in touching our lives. As a consumer, I appreciate brands that touch my emotions. Ultimately, I value and appreciate whatever that is relevant and whatever that will offer to make my life easier. Brands and products should strive to always improve people's iives.

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