Lecture 2.2 Digital landscape:marketplace analysis and the marketing mix (cont of 2 1 ) and explorin

Exploring digital culture (through consumer behaviour perspective) Digital (Interactive) Marketing (Lecture 2.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes 1. Understand implications of DIM technologies and marketing on a society Agenda: 1.1. Usage Data; 1.2. Consumer dynamics; 1.3.

Changing relationships 2. Touch base on Social Psychology Perspective relevant to describe digital behaviour 3. Explore digital culture and modern views on the role of the technology for the society Agenda: 3.1. Digital divide; 3.2. The Hive Mind; 3.3. The Amateur culture; 3.3. Technological determinism; 3.4. The Long Tail; 3.5. Gamification

1.1. DIM usage Increasingly our lives (social and professional), knowledge, experiences are found online

Source: http://www.internetlivestats.com/internet-users/

Source: http://www.internetlivestats.com/internet-users-by-country/

Source: http://www.internetlivestats.com/total-number-of-websites/

http://www.internetlivestats.com/

Source: http://was-gb.wascdn.net/wpcontent/uploads/2014/12/Screen-Shot-2014-12-11-at-16.55.28.png

Source: http://www.dw.de/image/0,,17601162_401,00.gif

Source: http://www.internetlivestats.com/twitter-statistics/

Source: http://cdn0.voxcdn.com/uploads/chorus_asset/file/1004870/chartoftheday_2570_Most_popular_social_apps_amon g_millennials_n.0.jpg

The web is the main broadcasting arena!

KEY for 2016!

Social Media Optimisation Mobile (optimising all platforms) Personalised Engagement – think E-MAIL! Messaging

Social Media Ads Video Content – Social Videos (i.e. Tweet TV) & Segmentising Video Content Storytelling (“key to customer’s heart”)

1.2. Consumer Dynamics • Economies of scale and scope • Empowerment of consumers • Changing nature of relationships

Empowerment of Consumers • • • •

access to retailers access to information eWOM Direct access to communication with the Brands

MC theory – models of communication • Hypodermic effect (Klapper 1960) – the effect of mass-communication!

Read more Wicks, R., 1996. Standpoint: Joseph Klapper and the effects of mass communication: A retrospective. Journal of Broadcasting & Electronic Media, 40 (4), 563-569.

• Basic communication model (Schramm 1955) Read more Schramm, W., 1955. Information theory and mass communication. Journalism & Mass Communication Quarterly, 32 (2), 131-146.

MC theory – models of communication • Hypodermic effect (Klapper 1960) – the effect of mass-communication!

• Basic communication model (Schramm 1955)

Step 2

• Two-step model (Lazarsfeld and Katz 1955) Read more about celebrity endorsement and its power to transform brands: http://www.brandingmagazine.com/2014/11/11 /celebrity-endorsements-have-the-potential-totransform-a-brand/

Read this recent article on application of two-step model in the Social Media context: Choi, S., 2014. The Two-Step Flow of Communication in Twitter-Based Public Forums. Social Science Computer Review, 1-16.

Make sure you provide a CHOICE and 1-2-1 experience!

Changing nature of relationships

Control

UGC

Social Media

2. Social Psychology Perspective • Captology (Fogg 1996http://captology.stanford.edu)

Robert Cialdini: 6 Principles of Influence • • • • • •

Reciprocity Commitment & Consistency Social Proof Linking Authority Scarcity

As a society we seek • • • • •

Integrated Visual Personalised Automated Mobile

EXPERIENCES

What does it mean for US?

3. Digital Culture

3.1. Digital divide

• Problem of access • Disparity of skills

3.2. The Hive Mind

Memes

Internet society = Democratic society?

3.3. The Amateur Culture

3.4. Technological Determinism

3.5. The Long Tail

3.5. Gamification / Fungineering

One-size-fits-all – Not a Future THINK and BE Creative Strategic Unique Innovative