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Digital Marketing Presentation – Content Psychology (MKTG-7546, Module 3)
 

Digital Marketing Presentation – Content Psychology (MKTG-7546, Module 3)

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Content Psychology & Channel Appropriateness (Module 3) presentation for the MKTG-7546 Digital Marketing MBA class at the University of Memphis. To learn more about the course and higher-level ...

Content Psychology & Channel Appropriateness (Module 3) presentation for the MKTG-7546 Digital Marketing MBA class at the University of Memphis. To learn more about the course and higher-level insights into social technology strategies for business, visit ProfessorBrey.com.

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    Digital Marketing Presentation – Content Psychology (MKTG-7546, Module 3) Digital Marketing Presentation – Content Psychology (MKTG-7546, Module 3) Presentation Transcript

    • MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
    • ROI: A Leading or Lagging Indicator MKTG – 7546 Marketing in a Digital Environment | University of Memphis2 ProfessorBrey.com
    • 30 Ideas for Your 2012 Social Media Plan • Cultivate long-term relationships • Craft a content strategy • Gather competitive intelligence • Common etiquette • Stir up a little controversy MKTG – 7546 Marketing in a Digital Environment | University of Memphis3 ProfessorBrey.com
    • • Brandjacked – Assuming a presence on social networks or squatting/assuming a username• Creative Commons – Friendly licensing where the author asks for credit, links or other recognition• Subvertising – Making spoofs and parodies of advertising Today’s Terminology MKTG – 7546 Marketing in a Digital Environment | University of Memphis 4 ProfessorBrey.com
    • Tools & Measurement • Social Mention • Alexa • Followerwonk MKTG – 7546 Marketing in a Digital Environment | University of Memphis5 ProfessorBrey.com
    • • Social abstinence• The Facebook 35• Customer service opportunities MKTG – 7546 Marketing in a Digital Environment | University of Memphis6 ProfessorBrey.com
    • /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbrey MKTG-7546 Marketing in a Digital Environment CONTENT PSYCHOLOGY & DELIVERY IMPACTS MKTG – 7546 Marketing in a Digital Environment | University of Memphis7 ProfessorBrey.com
    • Marketing Psychology (Victor Schwab)People Want to Gain: They Want to Save: They Want to Be: They Want to Do:• Health • Time • Good parents • Express their• Popularity • Discomfort • Creative personalities• Praise • Risks • Efficient • Satisfy curiosity• Pride • Money • Authoritative • Appreciate things• Self-confidence • Worry • Up-to-date • Win other’s• Improved • Embarrassment • Gregarious affection appearance • Work • First • Resist• Comfort • Doubts • Sociable domination• Advancement • Proud of their • Emulate• Money possessions • Collection of• Security • Influential over things• Leisure others • General• Increased joy improvement• Personal prestige Battle of Factors MKTG – 7546 Marketing in a Digital Environment | University of Memphis 8 ProfessorBrey.com
    • Consumer Buying External Internal Influences Influences Perceptual Culture Filter See ourselves and our world Group Sum of information that we know Knowledge Membership Purchase Feels and believes about something Attitude Situation Personality Personal characteristics that are exhibited Lifestyle We live through our experiences Roles The position we should hold in a group Motivation Desires to achieve a certain outcome MKTG – 7546 Marketing in a Digital Environment | University of Memphis9 ProfessorBrey.com
    • Framing Effect• Phraseology of presentation MKTG – 7546 Marketing in a Digital Environment | University of Memphis10 ProfessorBrey.com
    • Halo Effect• Dovetail previous positive experiences MKTG – 7546 Marketing in a Digital Environment | University of Memphis11 ProfessorBrey.com
    • Approach-Avoidance Conflict• Playing a conflict up or down MKTG – 7546 Marketing in a Digital Environment | University of Memphis12 ProfessorBrey.com
    • Attribution Theory• Go ahead, place blame somewhere else MKTG – 7546 Marketing in a Digital Environment | University of Memphis13 ProfessorBrey.com
    • Elaboration Likelihood Model• Low involvement – broad, emotional based• High involvement – central, direct route MKTG – 7546 Marketing in a Digital Environment | University of Memphis14 ProfessorBrey.com
    • Foot in Door and Door in Face• Small favors lead to big sales• Big no leads to a little yes MKTG – 7546 Marketing in a Digital Environment | University of Memphis15 ProfessorBrey.com
    • Social Comparisons• Comparing our opinions to others MKTG – 7546 Marketing in a Digital Environment | University of Memphis16 ProfessorBrey.com
    • Psychological Reactance• Reverse psychology of purchasing MKTG – 7546 Marketing in a Digital Environment | University of Memphis17 ProfessorBrey.com
    • MKTG – 7546 Marketing in a Digital Environment | University of Memphis18 ProfessorBrey.com
    • Cialdini Influence Social Reciprocity Authority Proof Commit & Liking Scarcity Consistent MKTG – 7546 Marketing in a Digital Environment | University of Memphis19 ProfessorBrey.com
    • Influence Systems - Cialdini• Reciprocity – Desire to repay another person – Ask for a large and get a medium concession• Consistency/Commitment – Past behaviors indicate future actions• Social proof – Tendency to take cues from social context – We define correctness by what others do MKTG – 7546 Marketing in a Digital Environment | University of Memphis20 ProfessorBrey.com
    • Influence Systems - Cialdini• Liking – More compliant with people they like – More attachment = more commitment• Authority – People act based upon authoritative input – Will go against their own misgivings• Scarcity – Great value to things there are less of – Get it while its still available MKTG – 7546 Marketing in a Digital Environment | University of Memphis21 ProfessorBrey.com
    • Engagement Sequence MKTG – 7546 Marketing in a Digital Environment | University of Memphis22 ProfessorBrey.com
    • You will have to be here toexperience this one! The Color of Money MKTG – 7546 Marketing in a Digital Environment | University of Memphis23 ProfessorBrey.com
    • MKTG – 7546 Marketing in a Digital Environment | University of Memphis24 ProfessorBrey.com
    • • Hangouts • Interaction • Sentiment • Personalities • Coupons & promotions • Updating the massess Social Branding Basics MKTG – 7546 Marketing in a Digital Environment | University of Memphis25 ProfessorBrey.com
    • Social Media Psychology MKTG – 7546 Marketing in a Digital Environment | University of Memphis26 ProfessorBrey.com
    • Social Media MKTG – 7546 Marketing in a Digital Environment | University of Memphis27 ProfessorBrey.com
    • Layman’s Psychology of Social Media (Doug Firebough)• To be acknowledged• To gain attention• To be approved• To be appreciated• To be acclaimed• To feel assured• To be part of something MKTG – 7546 Marketing in a Digital Environment | University of Memphis28 ProfessorBrey.com
    • Distinctive Strategies to Engage MKTG – 7546 Marketing in a Digital Environment | University of Memphis29 ProfessorBrey.com
    • Social Proof• Follow the Crowd • Applications – We look to others to – Pick lists of what others help resolve uncertainty are doing – Specific to something – Popularity or most that emerges as overall viewed dominant – Testimonials – ReviewsExamples: Amazon and providing the ‘what others havepurchased feature’ MKTG – 7546 Marketing in a Digital Environment | University of Memphis30 ProfessorBrey.com
    • Authority• Follow the Leader • Applications – People have a natural – Referral programs tendency to follow stimulate – Save time and energy in recommendations thinking things through – Social reviews from with their expertise professionals – User forums for informationExamples: Sharing what an expert is shopping for MKTG – 7546 Marketing in a Digital Environment | University of Memphis31 ProfessorBrey.com
    • Scarcity• Less of it, it must be • Applications better – Time sensitive deals – More value to items that – Unique deal opportunity there are less of – Group buy for one offs – Cook Jar experiment, – Referrals for unique Romeo and Juliet shopping eventsExamples: An early shopping deal for Macy’s customerswho are online fans MKTG – 7546 Marketing in a Digital Environment | University of Memphis32 ProfessorBrey.com
    • Liking• Follow those you like • Applications – Emulate and agree with – New feeds about brand people we like shoppers – Builds trust and its – Pick lists of what people impression management you like are buying (identify by association) – Social network storefronts based upon friendsExamples: Facebook having people like purchase items toshare with their friends MKTG – 7546 Marketing in a Digital Environment | University of Memphis33 ProfessorBrey.com
    • Consistent• Be Consistent • Applications – Opt for those congruent – New feeds about brand with our beliefs and shoppers behaviors – Pick lists of what people – Cognitive dissonance you like are buying exists when our history – Social network doesn’t match the storefronts based upon present activity friendsExamples: Facebook having people like purchase items toshare with their friends MKTG – 7546 Marketing in a Digital Environment | University of Memphis34 ProfessorBrey.com
    • Reciprocity• Repay favors • Applications – A social contract and – Social media listening of sense of fairness we listen, you buy – Makes cooperation, – Forums through relationships, reciprocity can be community and society delivered possible – Referral programs for friends to offer exclusivesExamples: Groupon method of inviting specific friends, youget a great deal (buy 6 or more type activity) MKTG – 7546 Marketing in a Digital Environment | University of Memphis35 ProfessorBrey.com
    • Psychology of Facebook• We see ourselves through the eyes others – Self-presentation for feedback• Why do we do anything if it remains unrecognized• Cognitive habit of experiencing on behalf of an audience• Maintain social contact MKTG – 7546 Marketing in a Digital Environment | University of Memphis36 ProfessorBrey.com
    • Psychology of Facebook• Facebook activities – Connecting (people) – Participating (groups) – Sharing (media) – Using (apps) – Updating (updates) – Surfing (people watching) – Investigating (social surveillance) MKTG – 7546 Marketing in a Digital Environment | University of Memphis37 ProfessorBrey.com
    • MKTG – 7546 Marketing in a Digital Environment | University of Memphis38 ProfessorBrey.com
    • • Asset popularity • Mainstream mentions • Fans/Followers/Friends • Growth rates • Rate of virality/pass-along • Changes in viralityBack to Basic Measurement MKTG – 7546 Marketing in a Digital Environment | University of Memphis39 ProfessorBrey.com
    • Outcomes• Actionable – Task completion rate – Share of search – Visitor loyalty and recentness – Feed subscribers – % of valuable exits• Beyond conversion rates• Micro vs. Macro MKTG – 7546 Marketing in a Digital Environment | University of Memphis40 ProfessorBrey.com
    • Non-Commerce• Loyalty• Depth• Visit MKTG – 7546 Marketing in a Digital Environment | University of Memphis41 ProfessorBrey.com
    • • BSSC Acquisitions• Your Attributes• Your Measurements Non-Commerce Economic Value MKTG – 7546 Marketing in a Digital Environment | University of Memphis42 ProfessorBrey.com
    • • First step• What to tweet about• Some sanity for you• Negative commentary• Positive contributions Twitter: Not Just For Breakfast MKTG – 7546 Marketing in a Digital Environment | University of Memphis43 ProfessorBrey.com
    • • Getting people to think • Getting people to act • Getting people to engage effectively • Getting buy-in • Being the next great thingNext Generation Think Tank MKTG – 7546 Marketing in a Digital Environment | University of Memphis44 ProfessorBrey.com
    • Trends Assessment • Not necessarily technology, not necessarily applications, not even the newest and greatest thing – just something you can get in front of and profit from! MKTG – 7546 Marketing in a Digital Environment | University of Memphis45 ProfessorBrey.com
    • NEXT WEEK• Kaushik, Chapter 7• Kauchik, Chapter 8• Defining and Measuring Influence White Paper: Come prepared to discuss content of the white paper as we will be having a speed round quiz MKTG – 7546 Marketing in a Digital Environment | University of Memphis46 ProfessorBrey.com
    • @professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBreyMKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com