Digital Marketing

Customer Journey

The process the customer goes through, across all stages and touchpoints, which makes up the customer experience.

Customer Experience

4S Marketing Mix

Web Marketing Mix

• Scope: strategy and objectives.
• Site: web experience.
• Synergy: integration.
• System: technology, technical requirements and website administration.

Web Experience

Influencer Marketing

Insights:

• There is a significant difference in audience characteristics and specifically age.
• looking at mere size, one may get the impression that a certain platform is the place to be.
• content format plays a crucial role in the sustainability of platform influencer marketing.

Advice for firms

• Understand platform specific user culture:
  • decide on which platforms your firm wants to engage.
  • understand the culture before establishing a presence.
  • give users a reason to engage with you and your content.
• Consider long term influencer partnerships:
  • leverage content by influencers and others.
  • consider the need for and feasability of exclusivity.
  • select influencers you wat to collaborate with carefully.
• choose when to use micro vs macro influencers:
  • choose as a function of influencer campaign objectives.
  • take full account of costs of managing multiple influencers.
  • pick micro influencers in a conscious and selective manner.
• avoid managing and briefing influencers too closely.
  • kills creativity.
  • prefer approval than control.
  • use creative briefings to ensure alignment.
• Ensure brand safety and legal compliance
  • incorporate exit clauses and detail what penalties are applied in case of negative publicity.
  • ensure that paid collaboration is transparent to audiences.
  • research local laws for collaborations on specific topics (drugs etc...)

How to choose influencers:

• which platforms to use:
  • be present on multiple platforms.
  • organize offline events to increase connection.
  • leverage the power of shoppable tags to show your ROI