Description
read chapter 1 and 2 and answer these questions
Practice Questions 1
Copy and answer the following questions in a Word Document. Submit your completed file in this assignment.
1. Explain why digital marketing is increasing in importance in the United States.
2. Define digital marketing.
3. Explain why it is important for undergraduate business students to understand digital marketing.
4. Summarize why digital marketing is an imperative for firms today.
5. Contrast digital marketing and traditional marketing.
6. Demonstrate how digital marketing is changing the buying process for consumers.
7. Explain how firms are preparing for future investment in digital marketing.
8. Explain the popularity of the internet.
9. Summarize the importance of the implications of the transactions and activities that occur in an “internet minute”.
Unformatted Attachment Preview
Marketing Strategy on the Internet
Notes, Articles, and Insights
Organization of Materials to Learn the Concepts
Section One: Introduction to Digital Marketing Strategy
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Marketing Strategy Basics
o Business Model Canvas
o Five C’s of Marketing
o The Marketing Strategy Overview
o Overview of the Strategic Marketing Process
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Introduction to Marketing on the Internet
o Internet Minute: The popularity of the Internet
o What is digital marketing
o Importance of Digital Marketing
o Digital Marketing Spend is $10,000 or Less for Nearly Half of Small Businesses
o Separating your business model from your brand
o Business models Online
o Content Curation as a business model
o Direct to consumer start-ups
▪ ARTICLE – Comprehensive How to Start your D2C Business
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Digital Marketing Strategy
o Important steps in digital marketing strategy
o Omni channel shopping
o 4 Step Digital Marketing Framework
▪ Phase 1: Define – definition and understanding the customer on the internet
▪ Phase 2: Implement – implementing digital marketing strategy.
▪ Phase 3: Analyze – analyzing digital marketing performance
▪ Phase 4: Optimize – optimizing digital marketing performance
o Applying the 4-Step Digital Marketing Framework on a Mockup Company
Section Two: Understanding the Customers on the Internet
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Consumer Behavior on the Internet
o How Consumers Shop in Digital Age
o Evolution of Consumer Behavior in the Digital Age
o Defining Buying Triggers/ Micro-Moments
Section Three: Implementing Digital Marketing Strategy
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Inbound marketing
o What is Inbound Marketing
o Content Marketing
o The psychology of Content Sharing
o Web Design and User Experience Design
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Social Media
o Social Media marketing Strategy Template
o Social Media Marketing
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Outbound marketing
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What are Display Ads
Email Marketing
Email Marketing Strategy
Digital Advertising
What is digital Advertising?
What Are the Digital Advertising Formats?
Section II: 5 Aspects of Digital Advertising
Digital Advertising Best Practices
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Search engine marketing
o Browser Cookies
o Cost Per Click
o How and Why to Research Branded Keywords
o Top 9 Best Search Engines
o Implement SEO & SEM
o Buying key words
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Digital Advertising
o Brief History of Marketing: Raising Awareness
o Retargeting
o Search Advertising Versus Display Advertising
o Comprehensive Guide to Video Advertising
o Implement Display Advertising with Facebook Ads
o Key Concepts for Digital Advertising
o Fundamental of the display advertising industry (More Here)
o Digital Marketing Trends
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Mobile Technology
o 38 Mobile marketing Statistics to Help you Plan for 2019
o Best Guide to Location Data 2020
o Mobile Fact Sheet
Section Four: Analyzing Digital Marketing Performance
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Measurement of digital marketing
10 Social media KPIs you should track
Analyze Audiences
The Periodic Table of B2B Digital marketing
Chapter 1
Introduction to Digital
Marketing
Introduction to Digital Marketing
Key Concepts
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Definition of digital marketing
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Benefits of effective digital marketing
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The channels of digital marketing
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The importance and priority of digital marketing
for firms.
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Instrumentality and popularity of the internet
Welcome to the world of digital marketing.
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage
digital channels such as search engines, social media, email, and other websites to connect with current and prospective
customers.
Digital marketing is defined by the use of numerous digital tactics and channels to connect with customers where they
spend much of their time: online. From the website to a business’s online branding assets — digital advertising, email
marketing, online brochures, and beyond — there’s a spectrum of tactics that fall under the umbrella of “digital marketing.”
The best digital marketers have a clear picture of how each digital marketing campaign supports their overarching goals.
And depending on the goals of their marketing strategy, marketers can support a larger campaign through the free and paid
channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the
business recently created. The company’s social media marketer might then help promote these blog posts through paid
and organic posts on the business’s social media accounts. Perhaps the email marketer creates an email campaign to send
those who download the ebook more information on the company. We’ll talk more about these specific digital marketers in
a minute.
While traditional marketing might exist in print ads, phone communication, or physical marketing, digital marketing can
occur electronically and online. This means that there are a number of endless possibilities for brands including email,
video, social media, or website-based marketing opportunities.
At this stage, digital marketing is vital for your business and brand awareness. It seems like every other brand has a
website. And if they don’t, they at least have a social media presence or digital ad strategy. Digital content and marketing
is so common that consumers now expect and rely on it as a way to learn about brands.
Long story short, to be competitive as a business owner, you’ll need to embrace some aspects of digital marketing.
Because digital marketing has so many options and strategies associated with it, you can get creative and experiment with
a variety of marketing tactics on a budget. With digital marketing, you can also use tools like analytics dashboards to
monitor the success and ROI of your campaigns more than you could with a traditional promotional content — such as a
billboard or print ad.
Digital marketing is important because it aligns with the way consumers make purchasing decisions. Studies by analysts
such as Gartner indicate that increasing numbers of consumers use social media and research on mobile Internet to carry
out preliminary product and price research before making final decisions.
This book will provide you with a good understanding of digital marketing so that you can implement marketing in an
up-to-date and informed manner within your company. The book is organized to provide you with a fundamental
understanding as well as to provide you with resources to quickly implement digital marketing strategy. The key sections
of the book are introduction to digital marketing, marketing strategy overview, introduction to digital marketing,
understanding the digital consumer, implementing digital marketing strategy, and analyzing the implementation of digital
marketing.
Digital marketing is imperative for businesses today. In fact, if a firm is not engaged with it by now at some level, it is
competing at a deficit.
The benefits of digital marketing are numerous but here are a few of the key ones:
Convenience
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Digital marketing enables you to be open for business around the clock without worrying about store opening hours or
overtime payments for staff. Offering your products on the Internet is also convenient for customers. They can browse
your online store at any time and place orders when it is convenient for them.
Reach
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By marketing digitally, you can overcome barriers of distance. You can sell goods in any part of the country
without setting up local outlets, widening your target market. You can also build an export business without
opening a network of distributors in different countries. However, if you want to sell internationally, you should
use localization services to ensure that your products are suitable for local markets and comply with local business
regulations. Localization services include translation and product modification to reflect local market differences.
Cost of Online Marketing
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Marketing products on the Internet costs less than marketing them through a physical retail outlet. You do not
have the recurring costs of property rental and maintenance. You do not have to purchase stock for display in a
store. You can order stock in line with demand, keeping your inventory costs low.
Personalization of Offers
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Digital marketing enables you to personalize offers to customers by building a profile of their purchasing history
and preferences. By tracking the web pages and product information that prospects visit, you can make targeted
offers that reflect their interests. The information available from tracking website visits also provides data for
planning cross-selling campaigns so that you can increase the value of sales by customer.
Relationships with Customers
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The Internet provides an important platform for building relationships with customers and increasing customer
retention levels. When a customer has purchased a product from your online store, you can begin the relationship
by sending a follow-up email to confirm the transaction and thank the customer. Emailing customers regularly
with special, personalized offers helps to maintain the relationship. You can also invite customers to submit
product reviews on your website, helping to build a sense of community.
Growing Importance of Social Media
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Digital marketing enables you to take advantage of the growing importance of social media. An article on the
Harvard Business School Executive Education website highlighted the link between social networking and online
revenue growth. According to the article, a group of consumers that responded most strongly to the influence of
social networks generated increased sales of around 5 percent. You can take advantage of this type of influence by
incorporating social networking tools in your Internet marketing campaigns.
Digital Marketing is basically…
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Marketing via digital and online tools and channels, as opposed to traditional marketing (TV, Billboards, Flyers,
Newspapers, and basically any form of print advertising).
Digital Marketing is NOT…
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A one-size fits all marketing solution. It is important to look at your business goals and not limit your activities to
only one marketing channel.
Digital marketing can complement your traditional marketing efforts and vice versa. For example, ABC Flower Store can
hand out coupons to their shoppers upon checkout at the cashier. These coupons can then be used on ABCs e-store where
customers can create a membership account and receive a discount on bouquets ordered online.
Furthermore, ABC Flower Store can track (via digital analytics) how many customers actually used these coupons, and
can use the data collected (email address, mobile no., and mailing address) to build a loyalty program via email, mobile,
mail postage.
There are many schools of thought on how many digital marketing channels and disciplines actually exist.
In these notes, I will provide you a framework for understanding how all of these piece fit and how to use these tools to
energize your marketing strategies.
Importance of Digital Marketing Investment
Digital marketing is increasing in importance for business owners as evidenced by spending patterns.
Digital Marketing Spend is $10,000 or Less for Nearly Half of Small Businesses
A survey of 351 small business owners reveals that businesses budget modestly for digital marketing – which may be a
mistake, according to industry experts.
Nearly half (47%) of small businesses in the US spent less than $10,000 on digital marketing in 2017, according to
a recent survey by Clutch, a B2B research, ratings, and reviews firm. Social media (54%), website (51%), and email
marketing (36%) were key areas of investment.
Most firms (93%) expect to increase their spending on digital marketing in 2018, according to recent research
from Ascend2.
The report was based on data from a survey conducted in December 2017 among 217 marketing influencers (43% work
for B2B firms, 35% for B2C firms, and 22% for hybrid firms).
Some 52% of respondents said they expect their digital marketing budget to increase marginally in the year ahead, and
41% expect their digital marketing budget to increase significantly.
Only 7% of respondents expect to decrease their digital marketing spend in 2018.
Total Marketing Spend in 2017 for Small Businesses
Small Businesses Plan to Prioritize Websites, Social Media, and Email Marketing
Small businesses’ priorities for digital marketing this year include renewed investments in their websites, social media,
and email marketing. Over half of small businesses surveyed will improve their websites (54%) and engage consumers
through social media (51%), while 36% will direct more resources to email marketing in 2018.
Content Marketing Lags, Despite Cost-Effective Results
Fewer than 25% of small businesses plan to invest in content marketing in 2018, but experts caution that failing to
perform content marketing is a mistake for small businesses. Creating content – such as blog posts, whitepapers, and
videos – is a highly cost-effective way to build brand loyalty and boost a business’ ranking in search results.
Virtual/Augmented Reality Marketing Sees an Investment Bump
In an effort to keep up with new technology, some companies (12%) will increase their investment in augmented and
virtual reality (AR/VR) marketing.
AR/VR marketing is especially effective for products that benefit from in-person tours such as real estate and travel
booking. virtual house tours. The technology lets Bozkurt’s clients know exactly what kind of home they’re considering.
The Instrumentality and Popularity of the Internet
The internet has been one of our most transformative and fast-growing technologies. Globally the number of internet users
increased from only 413 million in 2000 to over 4.3 billion in 2019. The one billion barrier was crossed in 2005. Today,
there are 4.39 billion internet users, an increase of 366 million (9 percent) versus January 2018. There are 3.48 billion
social media users in 2019, with the worldwide total growing by 288 million (9 percent) since this time last year.
China has the highest number of internet users in the world, with over 746 million users.
By 2018, there were more than 4 million You tube videos viewed, along with 2,000 new comments on Reddit, and almost
500,000 tweets in an average “internet minute”.
Infographic: What Happens In An Internet Minute 2020
A lot can happen in a minute. Sixty seconds can pass in the blink of an eye for someone mindlessly scrolling through
Facebook or checking their email. … That same internet minute also contains 3.8 million Google queries, 347,222 scrolls
on Instagram, and almost a million dollars spent online.
And with everyone scrolling, posting, swiping, tweeting, liking, sharing, downloading, snapping, etc…, it’s critical we
understand in part what the audience is doing every 60 seconds as we work to earn their attention in order to cultivate
sustainable relevancy.
The 2020 version of “The Internet Minute” graph:
Sources:
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https://smallbusiness.chron.com/six-benefits-internet-marketing-31382.html
https://blog.hubspot.com/marketing/what-is-digital-marketing
https://www.marketingprofs.com/charts/2017/33316/2018-digital-marketing-plans-budget-and-tactic-trends
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https://www.prnewswire.com/news-releases/digital-marketing-spend-is-10000-or-less-for-nearly-half-of-small-bu
sinesses-300621490.html
Discussion Questions
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2.
3.
4.
5.
6.
What is the definition of digital marketing?
Why is digital marketing important for the firm today?
Describe the benefits of digital marketing over traditional marketing?
According to research, is digital marketing going to be important into the future?
Describe the popularity of the internet.
What is an “internet minute” and what about the internet minute is most interesting to you?
Chapter Two
Marketing Strategy
Fundamentals Related to
Digital Marketing
Marketing Strategy Fundamentals
Key Concepts
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Business Model Canvas Strategy Tool
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The Five C’s of Marketing
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Pest Analysis
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Definition and importance of Strategic Marketing
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Strategic Marketing Process
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How Customer Buying Journey is Changing
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Marketing Funnel changes
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AIDA model changes
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Online Influencers
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Suggested Reading: “5 Steps to Powerful Marketing Strategy Available at:
https://digitalmarketinginstitute.com/en-us/blog/5-steps-powerful-digital-marketing-strategy
There are numerous well thought out frameworks for describing the marketing strategy of a business. These include the
Business Model Canvas Strategy Tool, the Four P’s, the Five C’s, and the ADO Model of Strategic Management. Each of
these models arrive at the same strategic information but each explains the process differently… Understand the context,
understand the customer, develop plans to create value for the customer, implement those plans, and then measure your
results. What follows is an overview of key strategic marketing models that will provide you with an overall
understanding of the strategic marketing process.
Business Model Canvas Strategy Tool
Business Model Canvas is a strategic management and lean startup template for developing new or documenting existing
business models. It is a visual chart with elements describing a firm’s or product’s value proposition, infrastructure,
customers, and finances. The following list with questions will help you brainstorm and compare several variations and
ideas for your next business model innovation.
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Key partners
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Who are your key partners/suppliers?
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What are the motivations for the partnerships?
Key Activities
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What key activities does your value proposition require?
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What activities are important the most in distribution channels, customer relationships, revenue stream…?
Value Proposition
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What core value do you deliver to the customer?
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Which customer needs are you satisfying?
Customer Relationship
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What relationship that the target customer expects you to establish?
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How can you integrate that into your business in terms of cost and format?
Customer Segment
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Which classes are you creating values for?
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Who is your most important customer?
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Key Resource
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What key resources does your value proposition require?
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What resources are important the most in distribution channels, customer relationships, revenue
stream…?
Distribution Channel
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Through which channels that your customers want to be reached?
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Which channels work best? How much do they cost? How can they be integrated into your and your
customers’ routines?
Cost Structure
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What are the most cost in your business?
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Which key resources/ activities are most expensive?
Revenue Stream
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For what value are your customers willing to pay?
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What and how do they recently pay? How would they prefer to pay?
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How much does every revenue stream contribute to the overall revenues?
Understanding the Five C’s of Marketing of Marketing Strategy
Image: https://marketbusinessnews.com/financial-glossary/five-cs/
The Five C’s are Company, Customers, Competitors, Collaborators, and Context (or climate). The 5 C’s provide the
guideline for a good analysis so that companies can make the right decisions and construct a well-defined marketing plan
and strategy. 5C Analysis is a marketing framework to analyze the environment in which a company operates.
What follows is an overview of each of the components of the Five C’s.
Company
The key issue is study the company’s internal business environment in order to identify the Sustainable Competitive
Advantage. In terms of the Strengths, Weaknesses, and Opportunities, and Threats (SWOT) analysis it is the Strengths
and Weaknesses portion of this analysis. The competitive advantage can be in many forms such as product advantages,
manufacturing efficiencies, cost advantages, and quality advantages. It can also be in the form of brand equity, economies
of scale, and technological development.
Collaborators
Collaborators are businesses that a company partners with both formally and informally to allow or enhance a company to
provide its goods or services. Collaborators can also be an advantage (and perhaps sustainable if accomplished expertly).
Typically collaborators are from a company’s supply chain that ranges from spot contracts up to quasi-vertical integration.
The collaborator can be upstream, downstream, or a key customer.
Customers
It is important to identify your customers and determine which of their needs you are attempting to satisfy. What tangible
and intangible benefits is the customer seeking? To compete successfully in the marketplace, you need to know what the
motivation behind your customers’ purchases is. Possible areas of research are market size, market growth, market
segments, purchasing frequency, and seasonal factors.
Competitors
You need to know who you are competing against in meeting your customers’ needs. Is the other company a potential
threat or an active competitor? How many of them are there? What are your rivals’ weaknesses and strengths? Is there
anything you can do regarding those weaknesses and strengths?
One common metric to identify players of interest is to examine the market share within the industry. It is typically stated
through the concentration ratio CR4, which shows the percentage of the market share held by the four largest firms in the
industry.
Context
The context or environment in which a business operates is most often analyzed with the use of PESTLE analysis. A
PEST analysis is a study of four macro-environmental influences affecting businesses, products, and industries (topic It
provides coverage into the areas that may affect a business, but where the business exercises either no or limited control
over. Changes to contextual factors may impact the industry as a whole rather than a particular company.
PESTLE analysis, which is sometimes referred as PEST analysis, is a mnemonic which in its expanded form denotes P for
Political, E for Economic, S for Social, T for Technological, L for Legal and E for Environmental. It gives a bird’s eye
view of the whole environment from many different angles that one wants to check and keep a track of while
contemplating on a certain idea/plan. A PEST analysis helps people become aware.
Where to find information for your PEST analysis
It’ll be easier to find and segment information if you break your analysis down into four sections.
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3.
4.
Political
Economic
Social
Technological
Finding Political Information
Political information is easier to find than other sections of the analysis (social and technological, specifically). Here,
you’ll want to look into the current political climate (i.e., stability, taxes, etc.) where your topic originates and/or does
business. This is also the section where you’ll look into laws and regulations affecting business. Common political
regulations include: Tariffs, Employment laws, Health and safety, Tax policies, Trade control, Consumer production.
Finding Economic Information
The specific economic issues to keep in mind are:
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Economic stability
Economic strength
Taxes
Interest rates
Demand/supply
Recessions
Finding Social Information
This section is a bit trickier. Political and economic sectors rely heavily on data and evidence. But you also want to learn
about how consumers feel about your product, service, or industry
Websites to search include…
The New York Times
Forbes
Local news websites
Consumer Reports
Reddit
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We live in a world where anyone with an opinion can be heard, thanks to the internet. And enough of those voices can
cause a business to change their policies and products. It can even cause the company to collapse. So it’s important to
search for how consumers feel about your topic too.
Finding Technological Information
This section is a bit abstract as well. You’re looking into how the technological environment may affect your business.
One way to do this is to research key competitors and market share leaders to the existing effective ways of doing
business.
Marketing Strategy Overview
A marketing strategy is all of a company’s marketing goals and objectives combined into a single comprehensive plan. …
Put simply; a marketing strategy is a strategy designed to promote a good or service and make a profit. In this context, the
word ‘good’ means the same as ‘product. In basic terms, a marketing strategy analyzes all aspects of your sales activity
and combines it in a way so that all departments know what it going on. Hence, a marketing strategy is the process that
allows the organization to focus on available resources and utilize them in the best possible manner to boost sales and gain
leverage over competitors.
No marketing strategy can begin without first determining the business goals. These are the long-term objectives of the
organization, i.e. where it wants to see itself in, let’s say, the next five years. Of course, there will be business goals for
each marketing plan as well.
The marketing mix in marketing strategy: Product, price, place and promotion. The marketing mix is the set of
controllable, tactical marketing tools that a company uses to produce a desired response from its target market. It consists
of everything that a company can do to influence demand for its product. It is also a tool to help marketing planning and
execution.
The marketing mix can be divided into four groups of variables commonly known as the four Ps:
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Product: The goods and/or services offered by a company to its customers.
Price: The amount of money paid by customers to purchase the product.
Place (or distribution): The activities that make the product available to consumers.
Promotion: The activities that communicate the product’s features and benefits and persuade customers to
purchase the product.
Marketing tools
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Each of the four Ps has its own tools to contribute to the marketing mix:
o Product: variety, quality, design, features, brand name, packaging, services
o Price: list price, discounts, allowance, payment period, credit terms
o Place: channels, coverage, assortments, locations, inventory, transportation, logistics
o Promotion: advertising, personal selling, sales promotion, public relations
Why Create a Marketing Strategy?
To begin with, marketing strategy helps to create harmony among the organizations. Organizational efficiency improves
as everyone is one the same page. So the product development team goes hand in hand with the advertising department to
come with the most relevant marketing message. Here are three additional benefits of developing marketing strategies:
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Distribution Becomes More Efficient
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Establish Brand Image
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Once your marketing strategy is in place, you know all the necessary details, such as who your target
customers are and what price range can you offer. This will help you determine the most effective means
of distribution.
No business in the world can survive in the long without a solid brand image, and this is yet another
aspect where a marketing strategy helps you out.
Creating Products That Sell
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Marketing is getting to the heart of your clientele and understanding their needs. If your existing products
are meeting customer demand, then you have to redesign your offerings. This is the best way to serve
your clientele and solidify your status in the market. And with the volatile market, you may have to
reinvent yourself to stay relevant, and this is where marketing strategies play a major role.
The bottom-line is that a marketing strategy is necessary if you are to sell the right products at the right price to the right
people with the right promotion and distribution methods.
Overview of the Strategic Marketing Process
Shift from Traditional Towards Digital – How the Consumer Buying Journey Has Changed Over Time
Traditional advertising methods still work today, but are no longer as effective and cost-efficient today as they
were.
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TV has been overwhelmed by online video streaming sites such as Youtube.
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Flyers have been replaced by online banner ads e.g. Google Display Network (Ad exchanges).
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Radio has been suppressed by podcasting sites such as Spotify.
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Flyers and direct mail is mostly ignored today and is much more expensive compared to email marketing.
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The sale of newspapers have sharply declined as more and more readers turn to online news sites.
Offline advertising methods are harder to track (in terms of viewership & browsing behavior) than online
marketing channels.
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As John Wanamaker, the founder of advertising said, “Half the money I spend on advertising is wasted; the trouble is I
don’t know which half.”
What is the traditional marketing funnel?
In the traditional marketing funnel, a consumer is made aware of a brand’s existence, compares and considers a brand’s
competitor products, and makes a decision to purchase a chosen product. The consumer then enters the customer loyalty
phase.
If you’ve ever sat in front of a sales presentation and signed up for a product or service after being convinced, you may
have experienced the whole funnel in one sitting.
Even though the world of advertising has become more and more competitive, the principle behind the ad copy remains
the same. The four steps that the copywriters use in their ad to persuade the consumers to buy the products are attention
factor, interest element, desire element and action element which is called as AIDA. Advertising and marketing objectives
are met by the effective use of this model.
The phrase AIDA, in marketing communication was coined by American advertising and sales pioneer Elias. St. Elmo
Lewis in the late 1800s. The model talks about the different phases through which a consumer goes before going to buy a
product or service. According to him, most of the marketers follow this model to fetch more consumers for their product.
Marketers use this model to attract customers to purchase a product. This model can be seen widely used in today’s
advertisements.
AIDA
The acronym AIDA stands for Attention, Interest, Desire and Action. These are the four stages that a consumer goes
through when watching or viewing an advertisement. According to Lewis, first and foremost, the role of an advertisement
is to attract the customers. Once an ad grabs attention, it has to invoke interest towards the product in the minds of the
consumers. After creating an interest, the ad has to bring desire in consumers mind to use the product and finally the
consumer has to take a favorable action towards the product by ultimately purchasing the product.
The process of AIDA
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Attention: Attention is usually grabbed by the use of image, color, layout, typography, size, celebrity, model etc
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Interest: Once attention is grabbed, it’s necessary to create interest in the viewers mind so that they will read more
about the brand being advertised. By the use of an attractive sub head, interest can be invoked
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Desire: The element of desire is usually created by the use of body copy where you write in detail about the necessity
of buying the brand, thereby explaining the features of the brand, facts and figures
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Action: Towards the end, the contact information of the brand will be given where they expects the viewers to take
action immediately. It can be in the form of shop address, toll free numbers or website address.
An advertisements success depends up on the viewer’s ability to notice and understand its message. The AIDA model
helps the copy writer to present the elements of a print ad, Headline, Subhead, Body copy, slogan and contact information
in a format that makes the viewers read in a flow and understand about the product easily.
Today’s consumer decision-making process
Consumers today have the means to do their own product research at home online and on-the-go on their mobile phones.
The control is shifting from marketers to consumers, as consumers now have to power to block ads, conduct their own
research, and opt out loyalty marketing programs.
For example, a movie fanatic, Anne, may be shopping for clothes when she suddenly decides to watch a horror movie. In
modern marketing, this is known as a “buying trigger” or a “micro-moment”, as Google calls it.
Anne would then search for “new horror movies” on Google and watch movie trailers, read user reviews on IMDB, and
ask friends on Facebook for their opinions, in any random order, before ultimately deciding on a movie. She would now
go online to compare cinema ticket prices and eventually purchase her movie tickets from Cathay Cineplexes.
Cathay Cineplexes now has Anne’s contact details and slots Anne into their loyalty program which regularly emails her
membership discounts, movie bundles, etc.
The Consumer Buying Journey today is no longer linear. Marketers have to ensure consumer-brand interactions on as
many relevant touch points as possible on the path to purchase.
The big difference between the o
