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Summary Digital and Social Media Marketing - 325222-B-6 - ALL mandatory readings- Minor Marketing Management - Tilburg University €4,49
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  3. Tilburg University (UVT)
  4.  
  5. 325222-B-6 (325222B6)

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Summary Digital and Social Media Marketing - 325222-B-6 - ALL mandatory readings- Minor Marketing Management - Tilburg University
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Digital and Social Media Marketing - -B-6 - FULL course summary - Minor Marketing Management - Tilburg University Includes all mandatory articles, a shorter summary with main points in the articles & R-software modules.

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  • 1 januari 2023
  • 74
  • 2022/2023
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Voorbeeld van de inhoud

All researches in a row (8-13)
Course Digital and social media strategies

Status Done

Tags

Semester Semester 5

Type

Files



Lecture 8 - Email Marketing
About

Personalization in email marketing

Targeted promotions (discounts)

Personalization in Email Marketing: The role of Noninformative
Advertising Content ~ Sahni, Wheeler and Chintagunta (2018)
Want to find out if adding personalized content improves email effectiveness

Matters because:

Most businesses engage in the practice

Email marketers have access to this information

Can impact consumer response via “psychological mechanisms”:

A = drawing attention to the email

O = shaping opinions of receiver/positive cue

E = increased elaboration (via recipient processing)



Opens = increased with A,O,E


All researches in a row (8-13) 1

, Un-subscriptions = increase under A, decrease under O and E
Leads = increase under O and E, more evidence for E when discount mentioned



Randomized control trail, varying personalization & across contexts (3 first
experiments)

Then evaluate the effects by using test of proportions & regression

Control group: no name in subject line

Treatment group: name in subject line



First 3 experiments (focusing on acquiring new customers, re-engaging old ones,
monthly newsletters)

To show that the main effect is generalizable over across different contexts



Experiment 4 to identify whether the mechanisms relate to

Increased elaboration OR serving as a positive cue (not mentioning DICSOUNT
SIZE for spam)

Doing via a 2x2 design experiment

Finding: personalized emails increase engagement via increased elaboration
mechanism



Remaining issues

Long run impacts of advertising (e.g. impact on brand perception) unknown/not
researched

Is still effective when all companies personalize?



Do Targeted Discount Offers Serve as Advertising? Evidence
from 70 Field Experiments ~ SZC (2017)


All researches in a row (8-13) 2

, What are the effects of targeted email offers
70 experiments targeting over 100 individuals

Treatment: receiving an offer (discount)

Control: not receiving an offer (discount)



2 ways discounts could impact consumer purchases:

1. Treated as coupons, targeting price sensitive consumers

2. Generating attention to the company, the advertising effect



Average expenditure increases by 37.2% when targeting with discount

90% of this is NOT on redeeming coupons (often on items where discount
does not apply)

The effect spills over to category (MLB major league baseball) not
eligible for discounts

Consistent with a reminder effect

Effects also where consumers do not use the offer

Effects largest when (correlations):

More transactions in the past

Longer since last transaction

People spent more on average for up to 4 weeks after offer sent



Practical implication: firm can gain from targeted promotions without having to
incur the costs associated with the discounts

Need to investigate generalizability




Summary


All researches in a row (8-13) 3

, Email personalization matters

Mechanism at play is via increased message processing of consumers

Emails with discounts lead to increased spending

Often on items where the discount does not apply



Lecture 9 - Online Markets
About:

Online retail increased variety

Price dispersion offline vs online markets

Market power Amazon (large online retailers)

Digital paywall design

Consumer welfare gains from online variety ~ Quan & Williams
(2018)
What is the additional value to consumers created by the increase in variety
(long tail, better matching niche tastes) provided by online retail?
We need to understand (overlooked in previous work, which claims (vary!) large
consumer welfare benefits of online long tails);

How does demand vary within and across locations?

Does local brick and mortar retail already cater to demand for variety and
local tastes?



$1 Billion worth of shoe transactions

(time of sale, zip code, product characteristics, reviews)

Augmented with assortment of brick and mortar retailers

Using statistical method: estimate demand “primitives”

Counterfactual analysis (suppose a different world)

Local assortment targets local demand (tastes)


All researches in a row (8-13) 4

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