Marketing and Mass Media Evolution
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Questions and Answers

What is a characteristic of the hyper-connected consumer?

Has access to more information, has a voice, and is also a content creator

How has the way people watch TV changed?

Viewing takes place in alternate locations using mobile devices, and users can watch at their own schedule

What is an impact of user-generated content on traditional TV?

Time spent creating or watching user-generated content takes away from time spent watching traditional TV

How have ordinary people's online presence changed the dynamics of conversations online?

<p>They have the power to shape and influence conversations online</p> Signup and view all the answers

What is emotional contagion in the context of social media?

<p>A phenomenon where exposure to negative or positive feeds on social media leads to similar emotions and status updates</p> Signup and view all the answers

How does digital marketing level the playing field for big and small players?

<p>Small players can reach their desired market with creative and targeted campaigns at a fraction of the cost</p> Signup and view all the answers

What is fulfillment in the context of online commerce?

<p>The process of delivering a product or service to a customer, which can be physical or digital</p> Signup and view all the answers

What is an example of a setup where fulfillment can be both online and offline?

<p>A service sold online, but fulfilled offline, such as Dealgrocer</p> Signup and view all the answers

What is the primary objective of marketers in creating a campaign to brand using unique selling techniques?

<p>To create awareness, interest, desire, and ultimately, induce action (AIDA) in the target audience.</p> Signup and view all the answers

What are the seven mass media listed in chronological order, and what year did the 6th mass media emerge?

<p>The seven mass media are: Print (1400s), Recordings (1890s), Cinema (1900s), Radio (1920s), TV (1940s), Internet (1992), and Mobile (1998). The 6th mass media, Internet, emerged in 1992.</p> Signup and view all the answers

What percentage of Filipino internet users aged 16 to 64 are active on social networks, and what is the average time spent on social media per day?

<p>99.2% of Filipino internet users aged 16 to 64 are active on social networks, and the average time spent on social media per day is 3 hours and 53 minutes.</p> Signup and view all the answers

What is the estimated number of internet users in the Philippines as of 2020, and what percentage of the population does this represent?

<p>There were approximately 79 million internet users in the Philippines as of 2020, representing 72.1% of the population.</p> Signup and view all the answers

What percentage of Filipinos use search engines or web portals to navigate online information and data, and what is the estimated number of cellular mobile connections in the Philippines?

<p>91.7% of Filipinos use search engines or web portals to navigate online information and data, and there are approximately 117.4 million cellular mobile connections in the Philippines.</p> Signup and view all the answers

What percentage of internet traffic in the Philippines goes towards online shopping, auctions, or classifieds, and what does this indicate about the ecommerce scene in the country?

<p>84.1% of internet traffic in the Philippines goes towards online shopping, auctions, or classifieds, indicating a prosperous ecommerce scene and a fondness for online markets among Filipinos.</p> Signup and view all the answers

Study Notes

Marketing Concepts

  • Focus Group Discussion (FGD) is a technique used to create a campaign to brand with unique selling techniques
  • AIDA formula: Awareness, Interest, Desire, Action, which leads to Call to Action (CTA) such as "order now" or "enjoy this"

Evolution of Mass Media

  • 1st mass media: Print (from 1400s)
  • 2nd mass media: Recordings (from 1890s)
  • 3rd mass media: Cinema (from 1900s)
  • 4th mass media: Radio (from 1920s)
  • 5th mass media: TV (from 1940)
  • 6th mass media: Internet (from 1992)
  • 7th mass media: Mobile (from 1998)

Internet and Social Media in the Philippines

  • 79M internet users in the Philippines (2020) with 72.1% penetration
  • Average time spent online: 9h 45m
  • Average time spent on social media: 3h 53m
  • 86.98M internet users in the Philippines (73.6% penetration)
  • 117.4 million cellular mobile connections
  • 86.75 million social media users
  • 99.2% of Filipino internet users aged 16-64 are active on social networks
  • 98.2% utilize chat and message services
  • 91.7% use search engines or web portals to navigate online information
  • 84.1% of internet traffic goes towards online shopping or classifieds

The Hyper-Connected Consumer

  • Has access to more information
  • Has a voice
  • Is also a content creator
  • Mobility: viewing takes place in alternate locations using mobile devices
  • Alternate Content Providers: wide array of programming available without TV or cable
  • Multi-tasking: viewers are more likely to be engaged in another activity while watching TV
  • Scheduling: ability to watch when you want to watch it is driving consumer choices
  • User-Generated Content: time spent creating or watching others' content takes time from traditional TV

Digital Disruption and Influencers

  • Digital has disrupted the consumer's path to purchase, now using social media and price comparison websites to make purchasing decisions
  • Ordinary people who are experts in a particular topic have a following online
  • The collective power of ordinary people can shape and influence conversations online
  • Digital audiences are not afraid to express opinions, good or bad
  • Emotional Contagion: negative feeds lead to negative status updates, and positive feeds result in positive status updates

Digital Marketing and Fulfillment

  • Digital evens out the playing field between big and small players
  • Reach: the number of unique people who saw a particular ad or content
  • Fulfillment can be physical or digital, such as video-on-demand purchased and streamed from iTunes
  • Examples of fulfillment models include Drop-shipping and Affiliate Marketing

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Test your knowledge of marketing concepts, including focus group discussions and the AIDA formula, as well as the evolution of mass media from print to internet.

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