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d0d1e09e4203-0 | analyses c an be done b y oper ationalizing these v ariables dif ferently, let’s assume her e tha t recency refers to the r ecency of the last purchase in da ys, fr equenc y to the fr equenc y of pur chases o ver three mon ths (or a quar ter), and mone tary value to the total amoun t spen t during this period. Fir... | Page 234 |
e5e5e4cf0264-0 | Then, e ach customer will be c oded base d on the c ategories cr eated above, as sho wn in the f ollowing table. Customer Recency Frequency Monetar y value Jack 3 3 1 Jill 1 1 1 Bill 3 1 2 Sean 3 1 3 Raymond 2 2 2 Tom 1 1 1 Tina 3 3 1 Mariah 2 3 2 Sanjit 1 3 3 Todd 1 2 3 Becky 1 1 1 Seth 2 3 2 Caroline ... | Page 235 |
1dd15ae4dfa0-0 | or dif ferences in their pur chasing beha viors, le ading to the cr eation of even mor e personaliz ed campaigns. Net P romoter Sc ore Another appr oach to me asuring customer sa tisfac tion and engagemen t tha t is widel y used is the net pr omoter scor e (NPS). Describe d by the Harvard Business R eview as “the ... | Page 236 |
44c2c234e82d-0 | customers tha t will def initely recommend a br and to others. The y are consider ed to e xhibi t value-cr eating beha viors, such as r epeat buying, hig her a verage bask et, and longer r etention time. The y account for most r eferrals for a br and. Firms ar e ad vised to le arn from pr omoters: W hat mak es them... | Page 237 |
44c2c234e82d-1 | any 2004 ). Nowadays, most marketing ac tivities c an be c o-cr eated wi th c onsumers, whe ther those ac tivities be mar ket research, pr oduc t inno vation, ad vertising campaigns, or customer suppor t. We can c ategoriz e consumers in to two br oad c ategories o f co- creators. The f irst c ategor y is c ompose ... | Page 237 |
9184ac11999f-0 | user s, hig hly in volved and hig hly compe tent consumers who participa te in c o-cr eation ac tivities to answ er their o wn ne eds or desir es. This is the kind o f co-cr eator tha t MIT pr ofessor Eric V on Hippel has be en stud ying sinc e the mid- 1980s. Le ad users ha ve been found to c o-cr eate value wi th... | Page 238 |
9184ac11999f-1 | For e xample, the mar keting func tion c an be thoug ht of as the se t of activities sho wn in Figur e 9.2 (text version here), thr ough which a firm cr eates v alue f or itself and i ts customers. Figur e 9.2 Value Chain / Text Description 228 | Engage: B uilding Lo yalty and Co-Cr eating Wi th Customers | Page 238 |
b70f222fce81-0 | Each o f these ac tivities c an cr eate v alue. For e xample, mar ket research cr eates v alue b y leading to a be tter understanding o f consumers and their ne eds. I nnovation helps cr eate pr oduc ts tha t addr ess those ne eds. Pr oduc tion cr eates v alue b y turning a c oncept into r eality. Mar keting cr eat... | Page 239 |
b70f222fce81-1 | who ar e task ed wi th spot ting emer ging tr ends and sharing them wi th the c ompan y. For design and inno vation, ther e are man y examples o f companies who ha ve task ed consumers wi th coming up wi th inno vative ide as. Examples include ini tiatives wher e everyday consumers discuss new pr oduc t ide as wi ... | Page 239 |
0732a9949528-0 | consume fr om one another . Social me dia is mostl y a c o-cr eated activity. Althoug h we all f ollow celebri ties wi th audienc es of varying sizes, c ontent produc ers ar e often other c onsumers lik e you and me. The business model o f social me dia f irms aims to pr ovide a platform f or co-cr eation ( and mon... | Page 240 |
0732a9949528-1 | is heig htene d as the y also c o-pr oduc e content. Similar ly, sales c an c o-cr eated by consumers when the y shar e produc t links or pr omo c odes or when the y contribute to companies’ sales pi tches b y wri ting testimonials or posi tive reviews. Lastly, consumers r egular ly co-cr eate customer suppor t. F... | Page 240 |
78d02ee9d9b9-0 | Exer cises You ar e Spikeball (see the f ollowing vide o): A video element has been e xcluded fr om this version of the te xt. You can watch it online here: https:/ /opente xtbooks. concor dia.ca/ digitalmar keting/?p=406 We want to cr eate co-cr eation ac tivities along the v alue chain. Lead U sers 1. Who c ... | Page 241 |
92c4062628e8-0 | The R emaining F our Co-cr eation Activities 1. Find a w ay to iden tify everyday customers who ar e most lik ely to par ticipa te wi th you in c o-cr eation activities. 2. Find ac tivities to in tegrate those e veryday consumers. Note: These six ac tivities ( two for le ad users and f our f or everyday consume... | Page 242 |
1bd48b5219d9-0 | About the Author PIERRE- YANN DOLBEC Pierr e-Yann Dol bec is an assistan t pr ofessor o f mar keting and Conc ordia Univ ersity Research Chair in Comple xity and Mar kets at the J ohn M olson School o f Business, Conc ordia Univ ersity. His research tackles big questions to understand the c omple xity of markets ... | Page 243 |
28c18dfe1038-0 | Versioning History PIERRE- YANN DOLBEC This page pr ovides a r ecord of changes made to this open te xtbook since its ini tial public ation. I f the change is minor , the v ersion number incr eases b y 0.1. If the change in volves substan tial upda tes, the v ersion number incr eases to the ne xt full number . Ve... | Page 244 |
31508328ea48-0 | Appendix: T ext D escriptions of Figur es Figur e 2.2 T ypes of Segmentation ? By Beha vior • benef its soug ht from the pr oduc t • how often the pr oduc t is use d (usage r ate) • usage si tuation ( daily use, holida y use, e tc.) • buyer’s sta tus and lo yalty to pr oduc t (non-user , poten tial user , first... | Page 245 |
48b4af1f234f-0 | By Ge ography • region ( continen t, country, state, neig hbor hood) • size of city or to wn • popula tion densi ty • clima te By Psychogr aphics • activities • interests • opinions • values • attitudes • lifestyles Figur e 2.3 R V Betty ? Betty liv es in the suburb o f a lar ge Canadian ci ty. She and her... | Page 246 |
54a255a99124-0 | time wi th her in the R V, so she is looking a t addi tional sle eping spac e and plen ty of room. Ma ybe she ’d lik e to host dinner time! All in all, she’d like an R V tha t mak es her e xperienc e easy when tr aveling. Figur e 4.2 KPIs Example ? The obje ctive is pr oduc t awareness, which le ads to the goals: t... | Page 247 |
c05b00b142d1-0 | interactions. 2. Act: Gener ate le ads. 3. Convert: Con vert lead to pa ying customer; cr eate lo yalty. 4. Engage: Cr eate ad vocates. Figur e 4.8 Conversion P ath – 2nd Example ? Path 1 1. Reach ◦ sponsor ed Instagr am ad ◦ outbound 1 2. Act ◦ giveaway on I nstagr am ◦ inbound 1 3. Convert ◦ retargeting ... | Page 248 |
97b1c146f454-0 | Path 2 1. Reach ◦ SEO k eywords ◦ inbound 3 2. Act ◦ blog post wi th opt-in ◦ inbound 4 3. Convert ◦ retargeted Fac ebook ad ◦ outbound 3 4. Engage ◦ create inf orma tive content ◦ inbound 5 Figur e 4.9 RA CE? 1. Plan: Def ine y our goals and str ategy. 2. Reach: Gr ow your a udienc e using paid, o wned ... | Page 249 |
d26f1a9fc9c2-0 | Figur e 5.18 Longtail K eywords and Conversion Rate ? A gr aph sho wing se arch v olume vs. c onversion r ate. In the upper left, the se arch “toma to plan t,” with an a verage o f 22, 000 mon thly searches, has a v ery hig h search volume and a v ery low conversion rate. “ When to plan t toma toes, ” with 3, 600 ... | Page 250 |
66c8fe328c73-0 | Figur e 6.13 Content Calendar ? week netw ork time content type topic copy link week 1 week 1: M onda y, date xx /xx/xx Facebook 07:00 New blog post silen t video Are you optimizing y our video for vie wing wi thout sound? Y ou should be. http://ow.ly 10:00 Curated content new features Infinite snaps, loops,... | Page 251 |
06c20ddfab5c-0 | Week 2: Email 2 ( extra inc entive) • An Unsub triggers no fur ther ac tion. • Open, Click, S ubscribe mo ves on to Email 4 (lo yalty). • Open, Click or Abandone d Subscribe will mo ve on to Email 3 (extra inc entive offer ending) and also r eceive Email 5 ( survey). • Non Open ma y trigger telesales or a D M Wee... | Page 252 |
7e3dc1efd6f4-0 | Figur e 8.20 Landing P age Evaluation ? Page Elemen t Elemen t Con tent Scor e Headline “Ocean of data instan tly becomes security intelligenc e” 0 Subhe ad Whitepaper do wnload (“ The ne xt gener ation f irewall is her e”) 2 Hero shoot Photo o f a man holding some paper which is par tially obscur ed 1 Intro “W... | Page 253 |
c57d3a203085-0 | Figur e 9.2 V alue Chain ? Activity Co-cr eated v alue Market search Online c ommuni ties Design and inno vation Lead user inno vation Produc tion User-gener ated content and funding Marketing Seeding on blogs Sales eWOM Customer suppor t User te ch suppor t 244 | Appendix: T ext Descriptions o f Figur es | Page 254 |
26008ed90a49-0 | Table for Exer cises in Chapters 4 ?, 5?, and 6 ? Stage of Journe y Awareness Active Evalua tion Purchase Loyalty Concr ete actions • check loc al influenc ers • search on Goog le for informa tion about working out • compar e atmospher e and interiors o f different gyms base d on pic tures • check o... | Page 255 |
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