Digital Marketing Course Quiz

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Questions and Answers

What do non-functional motives of consumer behavior relate to?

Cultural or social values (correct)

Customer service experiences

Price sensitivity and promotions

Product features and benefits

Which of the following is NOT considered a filtering element for online consumers?

Security awareness

Privacy concerns

Trustworthiness

Brand reputation (correct)

Why is trust essential in online consumer behavior?

It determines the price of products

It influences brand loyalty

It builds a relationship with customers (correct)

It leads to faster shipping times

What aspects are included in a Customer Journey?

A mixture of online and offline touchpoints Signup and view all the answers

What is a common obstacle for customers regarding online purchases?

Lack of trust in privacy policies Signup and view all the answers

What is the core principle of marketing and sales related to digital consumers?

Know the customer Signup and view all the answers

How has consumer behavior shifted in terms of online engagement post-pandemic?

Consumers are exploring more industries online than before Signup and view all the answers

What role do social networks play in influencing consumer purchase decisions?

They facilitate consumer sharing of purchase patterns Signup and view all the answers

What is a benefit of brand presence in online communities?

Improved customer loyalty through engagement Signup and view all the answers

Which of the following is NOT a benefit of having a brand presence in online communities?

Reducing operational costs Signup and view all the answers

What impact does online community engagement have on word-of-mouth marketing?

It creates opportunities for word-of-mouth marketing Signup and view all the answers

What is a key aspect of consumer behavior towards online shopping?

Willingness to explore diverse product categories Signup and view all the answers

Which factor is most likely to help increase customer acquisition through online presence?

Regular engagement with target audiences Signup and view all the answers

What is the main characteristic of disruptive technologies?

They introduce new substitute products that disrupt existing markets. Signup and view all the answers

Which of the following best describes 'Digital Primacy'?

The preference for digital channels for communication and entertainment. Signup and view all the answers

Why do companies seek technological convergence in their products?

To provide a range of functions that enhance consumer delight. Signup and view all the answers

Which of the following is NOT an example of a disruptor?

Traditional taxi services Signup and view all the answers

What does consumer behaviour primarily study?

The processes people engage in regarding product engagement Signup and view all the answers

How do disruptors typically affect their industries?

By introducing innovative platforms for sharing assets and resources. Signup and view all the answers

What kind of market segments do disruptive technologies typically create or attract?

New market segments that did not exist before. Signup and view all the answers

Which of the following is considered an external factor affecting online consumer behaviour?

Socio-economics Signup and view all the answers

Which factor is a characteristic of functional motives in consumer behaviour?

Convenience of shopping online Signup and view all the answers

Which characteristic is common in those identified as digital consumers?

They rely heavily on online connectivity. Signup and view all the answers

What do successful disruptors like Grab and Airbnb have in common?

They have become established by disrupting traditional industries. Signup and view all the answers

What internal factor is relevant to consumer behaviour analysis?

Consumer learning Signup and view all the answers

What does consumer behaviour encompass regarding time and money?

All decisions made during spending time and money Signup and view all the answers

Which aspect of consumer behaviour analysis does NOT typically focus on online channels?

Traditional purchasing decisions Signup and view all the answers

Which of the following is a component of consumer activities analyzed in consumer behaviour?

The what, why, when, where, and how of purchases Signup and view all the answers

Which of the following areas is NOT considered a sector of external factors affecting online consumer behaviour?

Learning styles Signup and view all the answers

What is the primary purpose of an e-business model?

To define the value proposition for customers and revenue streams Signup and view all the answers

Which of the following is an example of a Business-to-Consumer (B2C) business model?

Netflix Signup and view all the answers

What role does technological convergence play in the digital landscape?

It merges existing technologies into new forms Signup and view all the answers

Which of the following describes a community provider in the context of B2C online business models?

A platform that connects users for social networking Signup and view all the answers

What is a significant aspect organizations consider when selecting online business models?

Organizational goals and strategy alignment Signup and view all the answers

Which of the following is NOT a type of online business model mentioned?

Influencer Marketer Signup and view all the answers

How do organizations typically achieve their goals in an online business environment?

By adopting one or more business models Signup and view all the answers

Which of the following best describes the function of a transaction broker?

To assist in buying and selling transactions for customers Signup and view all the answers

What is the purpose of creating a persona in customer-centric strategies?

To understand customer behaviors and tailor strategies accordingly Signup and view all the answers

Which of the following is NOT one of the personal attributes to be built into personas?

Transaction Statistics Signup and view all the answers

What is the first step in creating a persona according to the provided content?

Build personal attributes into personas Signup and view all the answers

Which buying process step directly follows generating leads?

Assist purchase decision Signup and view all the answers

In the context of a customer journey map, which phase involves supporting product use?

Support product use and retain business Signup and view all the answers

Which of the following is typically a scenario for a persona in an online banking context?

Purchase scenario for a new customer leading to account registration Signup and view all the answers

What role does ethnographic information play in persona building?

It details the customer's daily routines and lifestyle for better strategy alignment. Signup and view all the answers

Which option best describes the last step in the consumer buying process outlined?

Support product use and retain business Signup and view all the answers

Study Notes

L2 Digital Landscape & Digital Consumers

Course: IT2863 Digital Marketing AY202352
Presented by Nanyang Polytechnic

Learning Outcomes

Describe changes in online business models
Outline principles of online consumer behavior and customer journey
Identify and apply persona creation concepts

Changing Landscape I: Online Business Models

Strategy is the means to achieve a goal, organizations use one or more business models for strategies to accomplish their goals
E-business/online business model is the method an organization uses to sustain its business online, including value proposition to customers and revenue streams, through digital technologies

Examples of Business-to-Consumer (B2C) Business Models

E-tailer (e.g., Fairprice, Zara, Apple)
Community provider (e.g., Facebook, LinkedIn)
Content provider (e.g., Netflix, magazines, Straits Times Online)
Portal (e.g., Yahoo)
Transaction broker (e.g., real estate broker, stock broker)
Market creator (e.g., eBay, Shopee)
Service provider (e.g., photo sharing, Google Docs)

Changing Landscape II: Technological Convergence to Disruptive Technologies

Technological convergence is the process of existing technologies merging into new forms, bringing different media and applications together (e.g., Smart TV, internet radio, smart refrigerator)
Consumers seek delight through technological convergence
Companies move away from singular functions, to devices/platforms with multiple functions

Disruptive Technologies

Successful firms (e.g., Grab, Airbnb, Carousell, Foodpanda) are disruptive as they change entire industries
The rise of the sharing economy brought innovative platforms for users to share/lease assets/resources

Disruptive Technologies (continued)

Disruptive technologies create or attract a new market segment
Disrupt existing markets by introducing new substitute products
Present a different business model from existing businesses in the industry

The Digital Consumer

Digital primacy: Individuals who grew up with the internet are accustomed to online connectivity for communication, information, and entertainment
Digital primacy is growing, with more people reliant on online connectivity
Core principle of marketing and sales is "Know The Customer"
- Who consumes online (e.g., shops, entertains, browses)?
- How do consumers behave online?
- Why do they shop online?
- What do they buy?

The Big Surge in Digital Adoption

Digital adoption remains strong even with the pandemic waning; consumers are still actively shopping and conducting business online.
Consumers are accessing twice as many industries online as they did before the pandemic. -Data from McKinsey Global Digital Sentiment Insights survey shows digital adoption rates and trends.

Community Effects

Social networks (e.g., TripAdvisor, Amazon, Taobao, Lazada) play a crucial role in influencing purchasing decisions.
Consumers publicly share purchase patterns, creating interest in potential consumers for both online and offline buys.

Brands Understand Consumers

Experiences are more satisfying than material purchases
Brands create relevant experiences for better connection
Shareable content creates brand awareness
Positive user-generated content improves brand perception.

Brand Presence in Online Community

This includes activities to improve brand awareness, customer acquisition, and loyalty. These are activities that can be carried out to encourage conversations, build relationships, and boost word-of-mouth marketing.

Online Consumer Behaviour

Consumer behavior study the processes in selecting, using, purchasing, and disposing products and services.
Online analysis involves research to uncover motivations, media preferences, and selection processes.
Online & traditional channels are interwoven in the way consumers now buy products/ utilize services.

Factors Affecting Online Consumer Behaviour

External Factors: Demographics, socio-economics, technology, public policy, culture, sub-culture, reference groups, and marketing are factors external to the consumer
Internal Factors: Attitudes, learning, perception, motivation, self-image, and semiotics are internal aspects to the consumer

Factors Affecting Online Consumer Behaviour (continued)

Buying Motives: Functional motives (time, convenience, price, selection) and non-functional motives (brand, store values) influence consumer decisions.

Filtering Elements (in consumer behavior)

Security: Consumers are aware of data security risks, so they prioritize security when making purchases.
Privacy: Consumers scrutinize privacy policies as this is related to trust in a business.
Trust & Trustworthiness: trust is essential in business-customer relationships.

Customer Journey

Customer journeys describe the sequence of online and offline touchpoints a customer experiences when making a purchase or engaging with a broader brand experience.
These touchpoints can include digital platforms, communication media, websites, and engagement devices.

Consumer Buying Process

Steps in the online consumer buying process consist of unawareness, aware, information search, evaluate and select, and make purchase.
This encompasses building awareness offline via marketing to bring users to the site, and guiding users to make the eventual purchase. Post-purchase evaluation and feedback is crucial to retain business.

Personas

Personas: A powerful technique for creating customer-centric strategies that are essential for understanding consumer behaviors.
Steps include building personal attributes (Demographics, psycho-graphics, ethnographic, transactional, and behavioral data) and identifying scenarios that map to each persona.

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Description

Test your understanding of the digital landscape and consumer behavior in the context of digital marketing. This quiz explores online business models, consumer journey principles, and persona creation concepts as taught in the IT2863 Digital Marketing course at Nanyang Polytechnic.