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IDM Student evening 20 September 2012 by David Reed
1. Looking for the digital consumer
David Reed, editor, Journal of Direct, Data and Digital Marketing Practice
20th September 2012
2. About DDDMP
✤ “Indispensable resource for senior marketing
managers seeking awareness of new marketing
concepts, strategies and applications from around
the world.”
✤ Published quarterly, each issue usually comprises
an editorial, 4-5 peer-reviewed papers, a best
practice case study, a new technology briefing, a
legal & regulatory update, 15 abstracts, and 3-4 book
reviews.
✤ Personal subscription print and online for £124
✤ Member benefit if you join the IDM.
3. Issue 14.1
✤ “An empirical investigation of social network
influence on consumer purchasing decision: The
case of Facebook.”
✤ “From web analytics to digital marketing
optimization: Increasing the commercial value of
digital analytics.”
✤ “The digitally excluded consumer - Options for
marketers.”
4. DDDMP 14.1 - The Case of Facebook
✤ “Facebook promotes a consumer-to-consumer approach,
exploited by consumers to share experiences and create a
common knowledge of products and services...provides
✤ An investigation into the extent managers a direct channel for communicating with clients
through a business-to-consumer approach.”
to which social networks Hypotheses:
influence purchasing decisions ✤ Ease of use of FB influences role as support tool in decision-
making.
through a quantitative analysis. ✤ Ease of use has a direct influence on gathering information
through this source.
✤ Usefulness of messages influences attitude towards using FB for
✤ Researches beyond usage into information about purchases.
Facebook-mediated marketing ✤ Attitudes towards FB influence intention to use it as a support
tool for purchasing decisions.
communication. ✤ Enjoyment of FB influences perceived usefulness.
✤ Enjoyment influences attitude towards role as support tool for
purchasing decisions.
✤ Enjoyment of FB influences behaviour in using it for this
purpose.
✤ Ease of use has a direct influence on enjoyment.
5. DDDMP 14.1 - The Case of Facebook
✤ Anonymous survey among ✤ “Managers could improve the
students in Southern Italy, fun provided by pages by
generating 187 responses. adding games, contest and
applications.”
✤ Proved all hypotheses (except
number 1) ✤ “Marketers would consider the
link between a high level of
✤ “Users appreciate the presence enjoyment...for positively
of firms/products...and take affecting consumer purchasing
into account recommendations decisions.”
and suggestions.”
6. DDDMP 14.1 - From Web Analytics to
Digital Marketing Optimization
✤ Reviews opportunities to better
apply web analytics to improve
✤ “Adoption levels of [web
digital marketing performance. analytics] are high, but usage of
them remains surprisingly low.”
✤ Defines an approach to
improve the value contributed
✤ “Majority not using
by web analytics. fundamental web analytics
approaches such as customer
journey analysis and
✤ Describes techniques to set up a segmentation...despite the
digital marketing optimization majority rating these as
programme. highly/quite valuable.”
7. DDDMP 14.1 - From Web Analytics to
Digital Marketing Optimization
✤ Lack of resources and budget ✤ “Scope of web analytics should
are significant barriers - for be broadened beyond its
every $80 spent driving traffic, traditional focus on website
$1 spent converting it. optimization to other forms of
(Source: Omniture) digital media.”
✤ Companies with a structured ✤ Need for a continuous
approach to conversion 2x more improvement process and
likely to have seen large sales analysis methodology for
increases. making improvements - Six
Sigma, DMAIC.
✤ “Success depends on reducing
inefficiencies in digital ✤ Select the right KPIs.
marketing.”
8. DDDMP 14.1 - From Web Analytics to
Digital Marketing Optimization
✤ Reach, Act, Convert, Engage
framework.
✤ “To increase adoption, web
✤ Covers all main measures
analytics needs to be
across the customer lifecyle at
repositioned as an improvement
different levels of reporting.
process.”
✤ Ten tests of measurement
design.
9. DDDMP 14.1 - The Digitally Excluded
Consumer - Options for Marketers
✤ “Clients and their agencies have
differing views about the speed
of migration online.”
✤ One-fifth of consumer are not ✤ Clients - 26% expect to increase
online - 8.7 million people
offline marketing budgets v
Agencies - 9% expect increase
✤ Need to supplement digital
marketing with analogue ✤ Clients - 26% expect to decrease
offline marketing budgets v
Agencies - 58% expect decrease
10. DDDMP 14.1 - The Digitally Excluded
Consumer - Options for Marketers
✤ “Majority are not digitally
excluded, but digitally
✤ Age factor - 7.3 million indifferent or even digitally
digitally-excluded over 55. disinterested.”
✤ Absence of PC in workplace ✤ “Most marketers are dependent
during their working life. on digital communications...it
must be extremely difficult to
✤ Age-related digital exclusion understand large numbers of
will diminish. consumers who, for rational
reasons, have decided to remain
offline.”
11. DDDMP 14.1 - The Digitally Excluded
Consumer - Options for Marketers
✤ “The future profile of those not
connected to the Internet is Four approaches for marketers:
✤
likely to be based solely on the
person’s socio-economic
1.Ignore and do nothing
status.”
2.Become part of the solution
✤ “The new generation of
digitally excluded will be those
without mobile internet 3.Target a specific segment
access.”
4.Make all digital touchpoints
✤ Digital exclusion will become
another deprivation factor.
18. Conclusions
✤ Marketing risks being out of synch with the consumer
✤ The consumer does not look (or behave) like you!
✤ If your agency tells you something is right, ask for the evidence
