Digital

Question 1

what are some (10) trends of the digital era that have implications for branding and brand management?

Answer 1

• Changes in the consumer decision journey
• Sharp increase in buying via online retail channels
• Shift in advertising and promotion expenditures toward digital channels
• Rise of many-to-many communications
• Dramatic increase in consumer touchpoints
• Tremendous increase in data availability
• Use of digital personalization
• Loss of control over brand message and co-creation of brand meaning
• Role of user experiences
• Growth of brands as cultural symbols

Question 2

Digital marketing and social media channels and the ability to communicate with each other has fueled an increase in _________

Answer 2

touchpoints

Question 3

marketing attribution

Answer 3

practice of determining the role that any given channel plays in informing and influencing the customer journey

• thinking of the set of user/consumer actions that generate desired outcome, and then assigning value/importance to these
  –> what is the thing that causes the behaviour

**critical to success of content marketing

-ie how parts of what you are doing are getting the customer to engage in desired behaviour (conversions)

Question 4

digital personalization

Answer 4

Targeting individual consumers with varying offers to try to ensure that they complete a purchase
–> digital tools allow for unprecedented personalization
(product as well as message)
- some negativity in terms of how much is being personalized (privacy concerns)

Question 5

dynamic pricing

Answer 5

same product can become available at different prices based on expressed customer interest (a kind of digital personalization)

Question 6

what three ways is brand meaning primarily coproduced

Answer 6

• Firm-generated brand meaning
• Consumer-generated brand meaning
• Media and cultural influences

Question 7

____________ is the key to digital brand success

Answer 7

Seamless user experience

(Needs an interface that consumers can effortlessly navigate to maximize user experience)

Question 8

what are the three levels of brand engagement

Answer 8

• Low brand engagement
• Moderate brand engagement
• High brand engagement

Question 9

what kind of influences are there on brand engagement?

Answer 9

brand marketing and non-brand influences

Question 10

negative brand engagement

Answer 10

• Hatred and dissatisfaction with a brand
  – > Companies can redress customer grievances
  –> Brand ambassadors
• Boycotts or social movements
• Brands are more readily ridiculed and parodied due to the online nature of the communication
• but also an opportunity –> if properly turned around/addressed

Question 11

content marketing

Answer 11

strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience— and, ultimately, to drive profitable customer action.

Question 12

Above the line (ATL)

Answer 12

mass marketing, not targeting consumers, large chunks of population

Question 13

pros of ATL

Answer 13

• May be ideal for building brand awareness with a large group of people because your messaging is spread across several large platforms, creating repetition with your audience.
• May be impactful because it combines visual and audible elements to augment customers’ attention.

Question 14

cons of ATL

Answer 14

• Hard to measure exact impact and ROI
• Cost

Question 15

Below the line (BTL)

Answer 15

targeted to certain consumers/people

Question 16

BTL pros

Answer 16

• Aimed at those specifically identified
• More focused than ATL on ROI, user conversions and quantifying success
• Highly trackable results

Question 17

BTL cons

Answer 17

• Risk
• No knowledge of how much traffic will be received until after the ad campaign has begun
• Need to consider costs and time involved when deciding whether to use paid traffic campaigns

Question 18

Through the Line (TTL)

Answer 18

both ATL and BTL

Question 19

TTL pros

Answer 19

attacking two fronts simultaneously improving general awareness and also aiming to increase traffic and sales

Question 20

TTL cons

Answer 20

more expensive to use than either ATL or BTL alone. For this reason, it is normally used only by large, established companies

Question 21

TTL example

Answer 21

Oxfam donation ad, asking people to call or text number

Question 22

single-touch marketing attribution

Answer 22

giving credit to one instance

Question 23

multi-touch marketing attribution

Answer 23

gives credit to more than one instance, more accurate but more complicated

Question 24

more considerations for brand engagement

Answer 24

• does high brand engagement have impact on those who are less or not engaged
  –> and then conversely, what effects do negatively engaged consumers have?
• what can you do to move people who are not/less engaged

Question 25

challengess of dealing with negative brand engagment

Answer 25

response - have to be accountable - how long. ittakes to respond is important - are you responding to negative comments in addition to positive

Question 26

what do you have to consider when thinking about ATL, BTL, TTL

Answer 26

intent --> ie if you want direct response, cannot be ATL