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CHP 1: Digital marketing essentials. The digital Marketing landscapeEcosystems Adner &Kapoor New technology: Must counter challenges
posed by existing technologies.
Old technology: must find product
extension opportunities to fight back.
Four quadrants Framework for analyzing 1. Creative destruction
the pace of technology substitution (Adner 2. Robust coexistence
& Kapoor) 3. Illusion of resilience
4. Robust resilience
Diffusion of innovation (Rogers). How does a product gain momentum and
spread through a group? Five adopter
categories:
- Innovators
- Early adaptors
- Early majority
- Late majority
- Laggards
Opinion leaders Informal experts who carry our research
and whose knowledge is valued amongst
family, friends, and followers. They are the
key to spreading the word about new
products and generate an income from
their online following.
Digital natives Born after 1980, intuitive understanding of
digital technologies. (Grew up with them).
Digital immigrants Born before 1980, not as proficient with
digital technologies (Need to learn how to
use them).
Digital disruption Refers to major marketplace changes or
sector transformation following the
application of technology. It becomes
smaller, faster and easier to access.
The internet of things (IOT) Connectivity technologies where devices
are joined up, the IOT ecosystem relies on
sensors such as barcodes and RFID tags
(Radio-frequency identification) within a
WIFI zone. This is combined with
autonomous machines being accessed via
remote control source.
Bv: scanning food into the fridge, which will
tell you what’s needed for the menu that
night before sell-by dates are reached.
The 3 V’s of big data (Laney) - Volume: The breadth and depth of
data had increased.
- Velocity: The speed of data has
increased.
1
, - Variety: different types of structured
and unstructured data have
appeared.
GDPR General data protection regulation
= legal framework that sets guidelines for
the collection and processing of personal
information from individuals who live in EU.
COPPA Children’s online privacy protection rule
= U.S. federal law designed to limit the
collection and use of personal information
about children by the operators of internet
services and websites.
CHP 2: The digital consumer
Liquid consumption Consumption that is ephemeral, access-
based and dematerialized. Origin in digital
economy.
Solid consumption Consumption that is enduring, ownership
based and tangible. Traditional
consumption.
Technology Acceptance Model (TAM) Originally created to explain computer
usage behavior. Considers positive attitudes
towards:
- Perceived usefulness
- Perceived ease of use
It is a good foundation to test the
development of new apps as it enables
companies to create more useful and easier
to use systems.
TAM2 TAM + Social influence and cognitive
instrumental processes.
Unified Theory of Acceptance and Use of TAM+ social influence and facilitating
Technology (UTAUT) conditions.
TAM3 TAM+ applied to e-commerce: + effects of
trust and perceived risk.
Consumer power The power has moved from company to
consumer, and we have seen increase in
consumer power. Communication has
moved from B2C to C2B and C2C.
Second screening Watching a TV screen while messaging
friends on your smartphone, using a tablet
to search for additional content related to
the program.
Showrooming and Webrooming SR: involves searching in store and buying
2
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