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!

The current Marketing and its changes

  1. . The demise of classic online communication We currently use ad blockers because companies send messages or advertisements that are not of our interest, which reflects that companies do not identify the right target audience. In addition, there is an excess of advertising as banners which are so invasive that on many occasions we click them by chance causing us annoyance because it takes away time. The only banners we will open be those of our interest and those that are very related to the medium or web in which we are interacting.
  2. Search vs. social We use the search engine when we need to investigate something we do not know and the social when we need the opinion of our circle of friends or people referring to the topic. In my case, I use more social networks to be in contact with my relatives, friends, co-workers and for work reasons. Among the social networks I use the most: Facebook, Whatsapp, You tube, LinkedIn. And the searcher I use most is Google.
  3. Always on and truly mobile Mobile allows us to be always active 24 hours, since we can do several things at once, such as answering emails, find information we need, talk, coordinate with our work environment, family, etc. In my case when I look for information I do for desktop or Mobile, the first thing I have closer but almost always is by Mobile.
  4. The new role of customer service & experience I have had good and bad experiences as a customer. A good experience I had was with a bank where I had a savings account, since one day I filed a claim via email because someone had made a withdrawal of money not authorized by me and the bank answered me in less than 24 hours and they gave me back the money within a few weeks of the robbery. This makes me have a good concept of the bank as insurance and that its customers are very important to them. A bad experience was with a telephony company because they did not want to take care of my claim, since the control of my encoder had failed and they gave me no solution. Then file my claim in the claims book. I have a bad concept of the telephony companies in complaint solution particularly of which I attended.
  5. The rise of the external sales force The confidence that I can have to sellers depends on the type of product I want to buy on a particular occasion, for example if it is an expensive product, health or food I will ask the opinion of my closest circle as family or friends. In the case that it is clothes, shoes or other article not very expensive if I take into account the information that the seller can provide me.
  6. The new platform economy In particular I am not much of buying products by online platforms, since I like to see the product before purchasing it. But there are services that I buy, such as plane tickets, taxi requests and food delivery.
  7. Overall shifts Recently used the web of TRIVAGO, which is a hotel search engine and compares the prices of different websites, especially has many comments from the experiences of other people in such hotels. In addition, you find it in the different social networks like: Facebook, twitter, Instagram, among others. Facebook is the social network that I use most in the workplace and personal. Also, Google is the search engine that I use the most when I need information.

Your Comment

Please login to leave a comment.