MKT 380 Week 3

Editor's Notes

1. {"27":"In this scheme, digital lifestyle groups are based on two characteristics: (1) whether they hold a positive or negative view of digital mobility and (2) relationships with assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives).\n","16":"Marketers are rapidly adopting social media marketing strategies and techniques, but social media marketing will work only to the extent that these new media platforms can reach the customers organizations want to talk to in the digital space. And, just reaching people isn’t the only issue: Not all social media users are the same. We will look at each type of segmentation on the following slides.\n","28":"This typology plots segments along two axes: the perceived benefits of using social media and the perceived barriers to using social media. The Anderson Analytics’ model of social behavior is more limited in its applicability than the other models presented. Its value exists primarily in understanding the types of barriers consumers face as they adopt and explore social media communities.\n","17":"Geographic segmentation will become increasingly relevant to social media marketers, not only due to location-based targeting based on a business’s distribution channel, but also because social media increasingly incorporates GPS technology.\nGeographic segmentation via social media is relevant to local businesses that want to increase retail traffic in physical store locations. As FourSquare members check in, local businesses in that area can reach out to them with special offers and interactive promotions such as free drinks or discounts. There are awards for checking in to business venues most recently and most frequently; these instill a sense of loyalty among users. Importantly for the local merchants who use the service, FourSquare offers a business “dashboard” that includes metrics on the number of check-ins, the times of day people check in, the most recent visitors, and the most frequent visitors. Of course, the offers require consumer cooperation—without check-ins, the promotions won’t be effective. So are wired consumers checking in? Indeed they are. A recent study from JiWire, a Wi-Fi provider, found\nthat 65 percent of Wi-Fi users said they frequently use apps that require they provide their physical location. When it comes to community merchants, social is local.\n","12":"For decades, Westerners spent most of their media time watching television. Now, those who are connected spend about the same amount of time online instead of being glued to the television. Consumers perceive the Internet as the most essential of all media.\n","24":"Decisions regarding just how much to rely on social media and how to design programs that will be effective require us to understand as much as we can about just who participates in social media and how they may differ from one another. We will discuss each of these typologies in the coming slides.\nUnilever’s campaign reminds us that in many cases the target audience will include more than a single technographic type. For this reason it’s key to offer multiple ways to participate. For example, the Doritos and sisi Max Crash the Super Bowl contest offers opportunities for several forms of participation. Creators contribute videos to the contest site and share the videos on other media sharing sites such as YouTube. Critics rate and vote on the videos submitted. Conversationalists talk about the videos. Collectors share the video links using channels such as Twitter and Facebook and tag the videos so that others can find them. Joiners and spectators view the videos but may not help to promote them. Still, they add to the overall impact of the contest because brand awareness for Doritos and PepsiMax increase and joiners and spectators may not have been exposed to the messages prior to the Super Bowl event had it not been for the creators, conversationalists, and collectors.\n","19":"These variables may be used alone or combined with other segmentation bases such as demographics. Psychographics tend to provide the richest picture of a consumer segment in that the descriptions of psychographic segments help marketers to know the real person making the consumption decisions.\n","3":"Your digital footprint leaves evidence of where you are and where you’ve been. Your lifestream is the journal of your digital life. Taken together, they make up your digital identity.\nFacebook, as a social utility, has perhaps done the best job of recording the lifestreams of its members. Whether on Facebook or at any of the million websites integrated with Facebook Connect, a member’s Wall reveals any related Facebook activity. Depending upon your activities, the Wall records interactions with friends, visits to websites, online purchases, notes and journals, mobile uploads, shared photos, game scores, and more—all time- and date-stamped and presented in reverse chronological order. Whereas Gary’s footprints showed us his individual activities over several social sites, his lifestream reveals the order of his activities, provides a context for them, and catalogs the whole of his social experience over time.\n","20":"For example, in the auto industry people who buy hybrids and electric cars look for different benefits from a car than those who buy muscle cars or SUVs. \n","26":"In this scheme, digital lifestyle groups are based on two characteristics: (1) whether they hold a positive or negative view of digital mobility and (2) relationships with assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives).\n","21":"For example, knowing how much of a product a group uses and how often they purchase that product can be useful information—especially because “heavy users” often differ quite a bit from occasional users. And, even though these hard-core customers usually are a minority of the total customers that patronize an organization, they often account for a lot of its sales.\n"}