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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!

the hidden truth behind the screen

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. The demise of classic online communication
- (Let´s be honest:) Are you using an ad blocker? And if so, why?

i have my Adblocker always on, because nowadays it is impossible to surf on internet in a comfortable way without it. banner everywhere with magic product ready for you to be bought, but i hardly need any of them.

  • How often do you feel annoyed by banner ads and/ or click them by accident?

i work in the marketing world and i try to avoid banner to communicate because they are irritating , much more when they are dynamic .

  • Are there classic display banners that positively caught your attention and why so?

on some website, there are banner related to the web site topic and sometimes i find them useful, even more when you don't notice that they are banner (es: regional tourism web site, where on the side you can see some hotel advice with short information about the services etc)

  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?

i turn to social when i want to kill some time. I turn to search when some question comes to my mind or i see around me something i don't know , so i turn to search to find out more.

  • When you have spare time: Do you rather turn to search or social?

when i have spare time i turn to social more in detail to Youtube, where i enjoy some sort of video i like much

  • 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?

at home i use Youtube (bigger screen) and Facebook mainly, when i'm out i use more what's up and Instagram.

  • Which of these 12 social media types describes you?!

i'm a dippers even thought i use a lot Facebook for work. It is like i have enough of social life during work-time so i prefer to avoid most of them when i'm off.

  1. Always on and truly mobile
  2. When you use two screens at once: Is their usages related or unrelated?

always unrelated

What exactly do you do?

i turn on my TV as background and then i use my computer to study something and sometime i stop for a moment to answer some what's up
- Is there a difference when you use search on desktop vs mobile?
on desktop i write something more specific, on my mobile i write 3 or 4 words and then i look the findings

  • Do you read emails or access websites with your smartphone that are not mobile optimized? If yes, why?

anytime i find a website or an email not optimized for my smartphone, i leave that website/ email just because it is like we are not speaking the same language

  1. The new role of customer service & experience
  2. Did you have any negative experience with a company?

yes

What did they do and how did it change your perception of them?

hot air baloon company: i wrote a negative review on Tripadvisor about them because i had a bad experience and many people found my review useful, so the company contacted me to convince me to remove my review and once done they would have paid me 180 euros back ( price for the ride) so i was two time angrier then before and i changed my review in a worse way just because i felt they wanted to buy my silence.

  • Did you you have a great experience with a company? What did they do and how did it change your perception of them?

everytime i buy on zalando or amazon i have fantastic experience because i feel protected from them

  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?

yes, tripadvisor overall, then asking people on Facebook and sometime on other service providers

  1. The new platform economy
  • How much online time do you spend „outside the platform economy“?

70% of the time i don't spend at work or sleeping

  • If you bought something "physical", do you buy it through someone else but Amazon or Alibaba? If not, why?

i don't buy on alibaba, too slow and sometime i found bad quality even thought the price are really competitive. amazon and zalando are the top sites for me. i feel safe on them and when something doesn't satisfy me, i can easily send them back.

  1. Overall shifts
  2. What caught your attention from a brand you did not know before? How did they do that?

i rely on reviews . i don't look for something i need, i look for something i didn't have before, so i can try something new.

Thank you for the time you took to read my answer

Roberto

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