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1998: Mobile LESSON 1: HOW WE RECIVED INFORMATION TODAY? E-COMMERCE AND INTERNET MARKETING Hyper-connected consumer ➔...

1998: Mobile LESSON 1: HOW WE RECIVED INFORMATION TODAY? E-COMMERCE AND INTERNET MARKETING Hyper-connected consumer ➔ Not only a receiver of information but has also become a content creator. TRADITIONAL PURCHASE FUNNEL 1. Digital has empowered consumers ★ The hyper-connected consumer ★ Has access to more information ★ Has a voice ★ Also a content creator 2. Digital has changed TV viewing habits Awareness ★ SHIFTING: Shift from TV to Interest digital Desire ★ Simultaneously viewing: Action ❖ MESHING: Related content EVOLUTION OF MASS MEDIA ❖ STACKING: Unrelated content One-way Communication 3. Digital has changed shopping 1400s: Print behavior 1890s: Recordings ★ Digital has disrupted the 1900s: Cinema consumer’s path to 1920s: Radio purchase. Now, 1940: Tv consumers use social media and price Two-way Communication comparison websites to help make purchasing 1992: Internet decisions. 4. Digital has made influencers out LESSON 2 of ordinary people ★ Ordinary people who are DIGITAL MARKETING known to be experts in a particular topic have a following online. WORD OF THE DAY ★ The collective power of ordinary people can shape REACH - the number of unique people and influence who saw a particular ad or content conversations online. 5. The digital audience demands 10 DIGITAL BUSINESS MODELS authenticity ★ The digital audience is not 1. Sell a product afraid to express opinions, ★ Fulfillment can be physical good or bad. or digital ★ Basta nagbebenta ng 6. Digital has made it possible for product thru digital or brands and companies to listen physical to online conversations in real ★ Walmart, Amazon time and react accordingly 2. Sell a service 7. Digital, particularly social media ★ Can be physical or digital influences how people feel about ★ Sold online, but fulfillment brands, people, issues, or events is offline. Ex. Dealgrocer ★ Sold online, but fulfillment 8. Digital evens out the playing field is also online. Ex. Online ★ Digital evens out the tutorials, online therapy playing field between big and small players. 3. Sell a subscription ★ Can be physical, digital or mixed ★ Product, services or other types of access, privileges or discounts can be sold via subscription. ★ Netflix, hulu, hootsuite, amazon prime, MS 365 4. Fundraising 8. Advertising or sponsorship ★ Raise money digitally for ★ Digital advertising has the investment or not-for-profit ability to target ads based endeavors on a user’s profile or ★ Greenpeace.org, current needs. GoFundMe ★ Sponsorship: when a brand takes over a section 5. Gather and resell data of a site ★ Digital has created new ★ Native advertising: a opportunities to branded article written in companies to sell the data the tone of a site’s editorial they are able to collect. ★ Collecting and reselling 9. Directory data ★ Internet’s biggest success story is a directory – 6. Broker Transactions Google ★ Hottest growing business ★ Where sites pay to be in the digital world listed more prominently ★ Brokers bring together the that they otherwise might buyer and the seller be. ★ They list a product or a service that another 10.Marketing company offers, collect ★ Digital properties whose the payment, and the other purpose is to simple company fulfill the promote something else, promise of the offer. often another channel ★ AirBnb, Uber, Grab 7. Sell leads or referrals ★ Similar to broker transactions in terms of connecting the buyers and the sellers ★ They get paid for sending a customer and their details to a potential seller THE MCKINSEY CONSUMER DECISION 3. Moment of purchase JOURNEY ➔ Ultimately the consumer selects a brand at the moment of purchase. 4. Postpurchase experience ➔ After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey. 1. Initial consideration set ➔ The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points ❖ Digital Ads ❖ Search Engine Optimization 2. Active evaluation ➔ Consumers add or subtract brands as they evaluate what they want. ➔ Information gathering, shopping ❖ Blogs ❖ Influencers ❖ Socmed ❖ Website ❖ Groups/ communities  LESSON 3: more specifically, which increases the chances of success of the marketing DIGITAL PLATFORMS AND campaign and reduces the CHANNELS customer acquisition costs. WORD OF THE DAY 3. Chatbots IMPRESSIONS - the number of times an instant messaging format ad or content was seen or served to chat in real-time Can answer question, DIGITAL TRENDS provide complete information 1. Artificial Intelligence Retain information of analyze consumer customers behavior and search patterns ★ AI-based technology uses an instant messaging ★ Can analyze consumer format to chat in real-time, behavior and search day or night, with your patterns, utilizing data customers or site visitors. from social media ★ Chatbots can answer platforms and blog posts questions, provide to help businesses complete information understand how users and about your products and customers find their services, and ask an email products and services. address to send details ★ It can also offers without any human information and tips to involvement. users by getting into ★ They can also retain conversations information so that a customers doesn’t have to 2. Programmatic Advertising start over with every new using AI to automate the interaction. buying ads 4. Personalization ★ Uses using AI to automate Delivers unique experience the buying ads and being to customer able to target audiences One-size-fits-all  ★ Influencers interact and ★ Delivers a unique engage with their large experience to customers network of followers and based on their choices and consumers on social preferences and is media, talking about a considered a better option particular brand that they than “one-size-fits-all” love and use to an marketing/ audience with whom trust ★ Open rates for has already been personalized emails is established. 18.8% vs 13.1% without ★ Because this is not an ad personalization or coming from the company, influencers are 5. Video able to build up a brand’s Live Video positive image in the Behind the scenes minds of people, thereby helping attract more ★ Live video used for customers. interviews, product demos and “behind the scenes” 7. Messaging Apps glimpses of events, life in Hyper-connection with the office, how products consumers are made, etc. Used of E-commerce ★ Live videos are a great way for companies to 8. Visual Search unveil the faces behind Upload image to conduct a their brand, which viewers research embrace and love to see, as this instills trust in your ★ Users can upload an audience and humanizes image to conduct a search your brand. and get more specific results. 6. Influencer Marketing engage with their followers 9. Micro-Moments and consumers on social New consumer behavior media as termed by google building a brand’s positive delivers your marketing image message clearly and concisely  11. Social Media Stories ★ Micro-Moments is a “new Used live video, promote consumer behavior,” as engagement and brand termed by Google, that awareness delivers your marketing message clearly and ★ Make use of live video, one concisely in a way that is of the most profitable of interest to the social roll-outs to date, to consumers – all within a promote engagement and span of seconds brand awareness ★ New moments that every ★ First Snapchat came out marketer should know with the concept of “My about are: Story,” then Instagram and ❖ I-want-to-know Facebook stories were moments introduced, and now ❖ I-want-to-go YouTube has unveiled their moments own story format, “Reels.” ❖ I-want-to-do ★ A great opportunity for moments marketers to make good ❖ I-want-to-buy use of FOMO (fear of moments missing out) 10. Voice Search MAJOR PARTS OF A WEBSITE providing all information through audio content Header/Masthead ○ Top section of the website ★ Voice search plays an ○ Appears on every page of important role in providing the website all the relevant information through audio content. Navigation Bar ★ Artificial Intelligence is ○ Contains links to the major getting smarter and the sections of your website number of errors made by ○ Links underneath called voice assistants like Alexa, sub nav bar Siri and Google has reduced, too. Content Slider/ Flash Box ○ Used to highlight content or several piecers of content  ○ Must have a compelling image that represents the content being promoted Newsletter Sign-up ○ Aside from attracting readers, the goal of any site is to collect as much as data from readers as possible Location Finder ○ Provides information on the branches and/or locations where the company or brand can be found Call-to-Action ○ Any website aims for its readers to take some action – whether to read content or to sample a product Main Content ○ Contains links to the site’s current content ○ Links are in the form of an image and a blurb Footer ○ At the bottom of a website