Digital Customers PDF

Digital customers Ruba Awayes| Digital Marketing| Fall (I) 2024  Why understanding online customers is important? Ruba Awayes| Digital Marketing| Fall (I) 2024  Why understanding digital customers is important (Cont.)...

Digital customers Ruba Awayes| Digital Marketing| Fall (I) 2024  Why understanding online customers is important? Ruba Awayes| Digital Marketing| Fall (I) 2024  Why understanding digital customers is important (Cont.) Ruba Awayes| Digital Marketing| Fall (I) 2024  Motivation 1. Socializing Why do customers venture online? 2. Browsing and buying products 3. Entertainment Ruba Awayes| Digital Marketing| Fall (I) 2024  Responding To Customer Motivations Magic Marketing formula 1. Identify why people buy and what are their aspirations, motivations and expectations 2. Reflect on those findings to give them what they want 3. Deliver a reasonable product or service Ruba Awayes| Digital Marketing| Fall (I) 2024  Expectations Ruba Awayes| Digital Marketing| Fall (I) 2024  Managing customer expectations Ruba Awayes| Digital Marketing| Fall (I) 2024  IDEAL Customers Ruba Awayes| Digital Marketing| Fall (I) 2024  IDEAL Customers (Cont.) Ruba Awayes| Digital Marketing| Fall (I) 2024  Understanding how customers interact with digital markets Ruba Awayes| Digital Marketing| Fall (I) 2024 An example of a customer journey map Ruba Awayes| Digital Marketing| Fall (I) 2024  Consumer choice and digital influence Ruba Awayes| Digital Marketing| Fall (I) 2024  Consumer choice and digital influence Ruba Awayes| Digital Marketing| Fall (I) 2024  The Buying Process Ruba Awayes| Digital Marketing| Fall (I) 2024  The online buying process Ruba Awayes| Digital Marketing| Fall (I) 2024  The online buying process Ruba Awayes| Digital Marketing| Fall (I) 2024  The online buying process Ruba Awayes| Digital Marketing| Fall (I) 2024 Models to describe the buying process Ruba Awayes| Digital Marketing| Fall (I) 2024 Marketing Funnel (a.k.a. AIDA) The potential buyer: Becomes aware of own need, or becomes affected by a certain brand Wants to know more, searches information of brand/product/service Knowledge has risen; overweighs best solutions Does comparison; evaluation; intends to be convinced Has selected most appropriate solution; makes decision Ruba Awayes| Digital Marketing| Fall (I) 2024 The RACE model The potential buyer: Becomes aware of own need, or becomes affected by a certain brand Wants to know more, searches information of brand/product/service Knowledge has risen; overweighs best solutions Does comparison; evaluation; intends to be convinced Has selected most appropriate solution; makes decision Ruba Awayes| Digital Marketing| Fall (I) 2024 Customer Journey Model Ruba Awayes| Digital Marketing| Fall (I) 2024 Ladder of Loyalty Ruba Awayes| Digital Marketing| Fall (I) 2024 How to develop online loyalty? Ruba Awayes| Digital Marketing| Fall (I) 2024  How to develop online loyalty? (Cont.) Delight the customers with: – Extra service and added value – Personalization and mass customization – Community creation – Integration – Incentivization Ruba Awayes| Digital Marketing| Fall (I) 2024  Researching the online customer Ruba Awayes| Digital Marketing| Fall (I) 2024 Customer characteristics Ruba Awayes| Digital Marketing| Fall (I) 2024  Consumer personas Ruba Awayes| Digital Marketing| Fall (I) 2024  Personas and scenario Ruba Awayes| Digital Marketing| Fall (I) 2024  Personas and scenario Ruba Awayes| Digital Marketing| Fall (I) 2024 Example of Persona Ruba Awayes| Digital Marketing| Fall (I) 2024 Ruba Awayes| Digital Marketing| Fall (I) 2024