Mental Models of Digital World
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The document discusses key differences between traditional and digital marketing mental models. It notes that the digital landscape features pull communication rather than push, interactivity instead of broadcasting, real-time response, one-to-one communication, many-to-many engagement through social media, and an earned and owned media ecosystem without time-space boundaries. Marketers are encouraged to think of digital marketing as having these characteristics rather than following traditional broadcast, one-to-many, paid-only approaches.
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Mental Models of Digital World
- 1. 7 MENTAL MODELS OF DIGITAL WORLD David Rozman
- 2. ZMOT 1
- 3. Source: Consumer Barometer with Google! Base: People who purchased the product/service and are part of the online population Old Customer Journey First ! Moment of Truth! shelf Second ! Moment of Truth! experience Stimulus ads
- 4. Second ! Moment of Truth! experience Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Stimulus ZMOT Research Online before purchasing First ! Moment of Truth! shelf Base: People who purchased the product/service and are part of the online population such as advertising starts journey
- 5. Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Research Online before purchasing Base: People who purchased the product/service and are part of the online population ZMOT Stimulus such as advertising starts journey
- 6. online became most important channel prior purchase
- 7. PULL not PUSH medium 2
- 8. Push Pull
- 9. 3 INTERACTIVITY not broadcasting
- 10. Broadcasting: one-to-many Interactivity Marketing in Hypermedia Computer-Mediated Environments:! http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf
- 12. On Twitter, Oreo steals the Super Bowl power outage
- 13. TRANSACTIONS
- 15. Transactions online can be: 20x 30x cheaper than postal 50x cheaper cheaper than face-to-face than phone https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
- 16. With Shift to Digital Services! UK GOV can save 2 bilions € per year https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
- 17. 4 ONE TO ONE not ONE to MANY communication
- 18. How well do we know our customers?
- 19. Networ k data In our world customer is represented by data CRM Billing Product Catalog Social Media Click-stream Chat NPS CDR
- 20. Network data more user data = more user knowledge CRM Product Catalog Social Media Click-stream Chat NPS CDR Billing
- 21. Big Data To Predict What People Buy 30% of Amazon's revenue is produced by its recommendation engine. https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge- returns#i.17m989ir9hdqb1
- 22. 5 MANY TO MANY not ONE to MANY communication
- 23. SOCIAL MEDIA
- 24. ideas support promotion Crowdsourcing empowering social media users for work of regular employees
- 25. GifGaf !!! The mobile network run by you! ! 100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. ! ! This approach has led giffgaff to earn 70% Net Promoter score and 91% cust. satisfaction rate ! Source: Giffgaff case studyusing community to build an entirely new kind of company
- 26. Social CRM build relationships with social media users to turn them into brand advocates
- 27. Use social media to utilize personal influence a most powerful type of communication with more influence on public opinion than mass media
- 28. 6 EARNED! OWNED! PAID
- 29. You can’t control web
- 30. 7 NO TIME-SPACE! boundaries
- 34. There is no front page
- 35. Where visitors land Other pages 80% Front Page 20%
- 36. Every page is front page
- 37. No prime time
- 40. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM
- 41. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM