Podcast Beta
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?
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What is emotional contagion in the context of social media?
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How does digital marketing level the playing field for big and small players?
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What is fulfillment in the context of online commerce?
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What is an example of a setup where fulfillment can be both online and offline?
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What is the primary objective of marketers in creating a campaign to brand using unique selling techniques?
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What are the seven mass media listed in chronological order, and what year did the 6th mass media emerge?
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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?
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What is the estimated number of internet users in the Philippines as of 2020, and what percentage of the population does this represent?
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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?
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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?
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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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Description
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.
