Digital Marketing Strategy Chapter 6 Quiz

Digital Marketing Strategy, Implementation and Practice

• Part 2: Digital marketing strategy development
• Chapter 6: Relationship marketing using digital platforms
• Main Topics:
  • Using social media to improve customer loyalty and advocacy
  • The challenge of customer engagement
  • Customer lifecycle management strategy
• Marketing Orchestration Goals:
  • A multichannel communications strategy customized for individual prospects and customers.
  • Delivering the right message (product, service, or experience) at the right time and context.
  • Using the right media/communications channels to achieve the right balance of value between both parties.
• Social Media Marketing Importance:
  • Using consumer-to-consumer interactions to increase brand awareness through social media amplification while minimizing negative mentions.
  • A method of increasing brand awareness through organic and paid sharing of social media updates.
• Social CRM:
  • Managing customer-to-customer conversations to engage existing customers, prospects, and stakeholders.
  • Enhancing customer relationship management.
  • Shows the value of social media in collecting customer insights across different business functions (marketing, sales, service and support, innovation, collaboration, and customer experience).
• Social Media Activities Requiring Management:
  • Define listening and reputation strategy.
  • Transform the brand through social media.
  • Acquire new customers using social media.
  • Increase sales to existing customers.
  • Enhance customer service through social media.
• Social Media Activities Requiring Management (Activity 1):
  • Define a social media listening approach to understand social media usage for each audience.
  • Understand how audiences participate in and what they are saying & sharing.
  • Track official social media channels and interactions through the company site, along with employee activity.
  • Review competitors' activities and compare them to your own.
  • Monitor online publishers and other key intermediaries (influencers).
• Social Media Activities Requiring Management (Activity 2):
  • Set social media activity scope.
  • Review social media capabilities and priorities.
  • Define who is responsible for social media management.
  • Review the company brand's personality and vision.
• Social Media Activities Requiring Management (Activity 3):
  • Use social media marketing to reach new prospects and convert them into customers.
• Social Media Activities Requiring Management (Activity 4):
  • Develop customer communications strategies to encourage social interactions, social shares, and amplification.
• Social Media Activities Requiring Management (Activity 5):
  • Use social listening to identify customers requiring service.
  • Answer questions and resolve issues.
  • Improve offerings.
  • Manage company service platforms.
• Customer Engagement Challenge:
  • Engagement refers to long-term customer attention, not short-term interactions.
  • Measured as involvement, interaction, intimacy, and influence on both online & offline.
• Benefits of Using CRM to Support Customer Engagement:
  • Targeting more cost-effectively.
  • Permission marketing.
  • Mass customization of marketing messages.
  • Increased breadth and depth of information.
  • Deeper customer understanding.
  • Lower cost.
  • Delivering loyalty programs.
  • Gamification.
• CRM Technology Application:
  • Sales force automation.
  • Customer service management.
  • Managing the sales process.
  • Customer communication management.
  • Analysis.
• CRM Technologies & Data Management:
  • Personal profile (contact details, characteristics).
  • Transaction data (purchases, quantities, time, location).
  • Communication interaction data (responses to campaigns, website visits).
• Artificial Intelligence for Marketing:
  • AI-generated content.
  • Smart content curation.
  • Voice search and conversational user interfaces.
  • Programmatic media building.
  • Propensity modeling.
  • Predictive analytics.
  • Lead scoring.
  • Ad targeting.
  • Dynamic piecing.
  • Web and app personalization.
  • Chatbots.
  • Re-targeting.
  • Predictive customer service.
  • Marketing automation and dynamic content email.
• Customer Lifecycle:
  • Stages: select, acquire, retain, extend
  • Customer selection is defining the types of customers to target.
  • Customer acquisition is creating relationships with new customers.
  • Customer retention encourages existing customers to buy again.
  • Customer extension increases the range of products or services a customer buys from a company.
• Permission Marketing:
  • Seeks customer permission before engaging in a relationship.
  • Builds online relationships with customer stages of lifecycle.
• Figure 6.10 Touchpoints:
  • Online incentives, viral marketing, newsletters, co-registrations, trade shows.
  • Paper forms, customer registration, sales rep interactions.
• Figure 6.11 Email Marketing Options:
  • Cart recovery, 2nd purchase programs, 1st purchase programs, overlays and basket recovery, abandoning browse, emails that encourage actions.
• Personalisation and Mass Customisation:
  • Apply digital technology to collect personal data and develop personalized communications.
  • Give customers more control over their information (preferences center).
• Using Digital Media to Increase Customer Loyalty & Value:
  • Customer loyalty is the ultimate aim of relationship marketing, via positive perceptions and social sharing.
  • Repeat sales, site visits, & response to marketing are forms of behavioural loyalty.
• Satisfaction and Loyalty Relationship:
  • Satisfaction reflects customer happiness with products/services; loyalty involves behaviour and advocacy.
  • A customer can be satisfied but not loyal, or loyal but not satisfied.
• Measuring the Voice of Customer:
  • Online voice of customer (VoC) measures review customer sentiment.
  • Intent-satisfaction surveys correlate customer actions with satisfaction ratings.
• Differentiating Customers by Value and Engagement:
  • CRM focuses on defining levels of activity/engagement with online services and purchasing.
  • Metrics include new user growth, active user growth, dormant user reduction.
  • Profitability is impacted by customer base and transaction count/revenue.
• Lifetime Value Modeling:
  • The total benefit a customer provides a company during their relationship.
  • Used to plan, measure, and allocate resources in acquiring, retaining and extending customers
• RFM Analysis:
  • A customer analysis model for targeting (recency, frequency, monetary value).
  • Customers are grouped based on the metrics to support targeted communication and retention efforts.
• Product Recommendations and Propensity Modeling:
  • Evaluate customer behaviors (past purchases) to recommend related products.
  • Based on trigger words, editorializing, and checkout product sales.
• Summary of CRM strategy elements: Includes permission marketing, personalization, customer loyalty increase strategies, customer value, relationship satisfaction, measurement, customer differentiation, Lifetime value, and predictive modeling.
• Case Study 6 (Dell): Explores Dell's business strategy and brand positioning, relating to online communications. Shows the application of the RACE framework to the design of online campaigns.

Test your knowledge on Chapter 6 of Digital Marketing Strategy, focusing on relationship marketing through digital platforms. Explore topics such as customer engagement, lifecycle management, and the strategic use of social media to boost brand loyalty and awareness.