Summary
Samenvatting - All Lectues; Digital Marketing and Metrics (E_EBE3_DMM)
- Course
- Institution
Summary of all lectures of this course, summarized in a way that is easy to understand and memorize! Received an 8.8 for the exam.
[Show more]
Seller
Follow
hedwigluten
Reviews received
Content preview
Lectures Summary: Digital Marketing& Metrics
Rik Smits – 2023/2024
,Lecture 1
In a customer journey analysis, firms focus on how customers interact with multiple touch points,
moving from consideration, search, and purchase, to post- purchase, consumption, and future
engagement or repurchase.
Customer journey framework (Lemon & Verhoef, 2016):
Brand owned touch points
Partner owned touch points
Customer owned touch points
Social/external touch points
Channels are the mediums through which the customer and brand interact. Excludes one-way
interactions.
Touchpoints: All types of one-way or two-way interactions between customers and firms that involve any
transactional or informational exchange, including customer-to-customer interactions.
Owned media (website & brand’s socials)
Paid media (online ads)
Earned media (reviews)
, Firm-Initiated communication (FIC): ads, emails.
Customer-Initiated communication (CIC): search, referrals.
Moving from FIC to CIC indicates progress in the purchase decision process.
Moments of truth: Critical touch points throughout the customer journey that have the most significant
influence on key customer outcomes.
Zero moment of truth (ZMOT): Moments between seeing a marketing stimulus and going to the
store/point of sale to gather more information, look for discounts, or compare brands.
The effect a touch point has on the customer journey is influenced by:
When it occurs in the customer journey.
The type of product.
The type of consumer.
Herhausen et al. (2019) identified customer segments based on the touchpoint used in their customer
journey:
Store-focused shoppers: Prefer physical stores for both searching and purchasing.
Pragmatic online shoppers: Primarily use online stores for searching and purchasing, with
minimal engagement with other touchpoints.
Extensive online shoppers: Engage with multiple online touchpoints, such as websites, reviews,
and social media, for thorough research before making a purchase.
Multiple touchpoint shoppers: Use a wide range of touchpoints, both online and offline,
throughout their shopping journey, including online stores, physical stores, mobile apps, and
social media.
Online-to-offline shoppers: Search for products online but prefer to make the final purchase in
physical stores.
Herhausen et al. (2019) also explored how the following factors influence customer loyalty differently per
customer segment:
Product satisfaction
Journey satisfaction
Customer inspiration
Their key findings are:
No "showrooming" segment (browsing in-store, purchasing online).
Mobile devices complement other touchpoints: Physical stores remain important.
Different levers needed to increase loyalty across segments.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller hedwigluten. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.09. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
80364 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now