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Midterm 2 Study Guide

by: Minjee Kong

Midterm 2 Study Guide MKTG 4900

Minjee Kong

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About this Document

This study guide provides extensive notes covering the concepts provided on the outline provided by the professor.
Digital Marketing
Tom Novak
Study Guide
50 ?




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This 3 page Study Guide was uploaded by Minjee Kong on Monday May 9, 2016. The Study Guide belongs to MKTG 4900 at George Washington University taught by Tom Novak in Spring 2016. Since its upload, it has received 19 views. For similar materials see Digital Marketing in Marketing at George Washington University.

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Date Created: 05/09/16
Digital Marketing  Midterm 2 Study Guide    Week 6 ­ Engagement    Steuer’s model of Presence/Telepresence      Difference between product presence, social presence and local presence  ● Product presence ­ makes online products seem more real/tangible and more likeable; increases purchase intention  ○ → take picture of your face and try on glasses virtually  ● Social (psychological) presence ­ the perceived nearness of communication partners (telephone, iPhone FaceTime or Facebook)  ○ Benefits:  ■ Enhances the quality of the experience and increases satisfaction  ■ Facilitates the building of trust, loyalty and self­disclosure  ● Local presence ­ brings products from another place to a consumer’s immediate environment    Skill/challenge model of flow      9 dimensions of flow  1. Clear and distinct objectives  2. Unambiguous and immediate feedback  3. Skills that just match challenges  4. Merging of action and awareness  5. Centering of attention  6. Sense of potential control  7. Temporary loss of self­consciousness  8. Altered sense of time  9. Autotelic experience (do experience for its own sake)    Distinction between low and high level game elements in gamification    Screen shot slide 39    Week 7 ­ Check­Ins and Location    Definition of a check­in and types of check­ins  1. Telling an app you are doing something  2. Sharing that info with other  ● Check in yourself, checked in automatically, another person can check you in    Showrooming and Webrooming  ● Showrooming​  ­ shoppers come into a store to see a product in person, only to buy it from a rival online, frequently at a lower price  ○ To combat showrooming, vendors create special products that would set it apart from competitors and shield it from  price comparison apps  ● Webrooming ​ ­ browse online, buy in­stores    Evolution of the check­in      Geo­fencing and beacons ­ what they are, what they can do  ● Geofencing​  ­ virtual location­based bounded area (geo­fence) ­­ created using GPS or RFID and incorporating Google Earch or  other maps to define boundaries  ● Hyper­local advertising  ● Geo­targeted​  ­ receive a text or notification from a retailer  ● Beacons​  ­ tiny computers that broadcast small amounts of data every 100 to 2000 milliseconds using Bluetooth low energy  ○ Transmits info via Bluetooth  ● Geofencing can be used to text a consumer an offer as she walks by a store  ○ Once in the store, beacons can provide a targeted offer at a specific display and deliver content related to (loyalty  programs)    Shopkick  ● Antidote to showrooming?  ● An app designed to drive people INTO stores, by rewarding them just for visiting  ● Users buy twice as often as non­Shopkick users  ● Behavior rewarded throughout entire path to purchase:  ○ Pre­shopping at home ­ identify online and save to “look book” on app  ○ Store visits ­ presence detection rewards shoppers when they walk into stores  ○ Purchase ­ Visa partnership; “buy and collect” program at point of sale    Week 8 ­ Atmospherics and Environment    Basic history and examples of atmospherics in offline and online marketing  ● Tangible product (pair of shoes, haircut), total product (warranties, packaging, advertising), environment (atmosphere of the place  where the product is bought or consumed)  ● Website atmospherics:  ○ Information cues​  ­ merchandise details, price, navigation, decision aids  ■ Enable an informed decision  ○ Hedonic cues ​ ­ music, colors, images, videos, fonts  ■ Make experience more enjoyable  ● Passive to Active Atmospherics  ○ Online atmospherics can influence consumer behavior  ○ Passive​  ­ color, light, sound, images, design or fragrance that set the mood and influence consumers  ○ Active​  ­ literally reach out to consumers  ■ Example: piano stairs vs. escalator → makes people use stairs    Ambient interaction and ambient intimacy  ● Ambient display made people aware of their behavior and change their behavior  ● 10 levels of intimacy in today’s communication  ● Ambient intimacy​  ­ being able to keep in touch with people wiht a level of regularity and intimacy that you wouldn’t usually have  access to, because time and space conspire to make it impossible  ○ Examples: brief tweets, texts, likes  ○ Built up over time  ● (Screen shot slide 22 graph thing)    Zones of interaction  1. Ambient zone​  ­ device is in the background , at the periphery of attention; user is engaged in another activity that doesn’t involve  the device; device simply wants to make the user aware that it’s there (playful)  2. Notification zone​  ­ the device “reaches out” to the user with a notification (e.g. message “Hello Tom”); user can also notify device  (Siri/Alexa); notification may or may not result in further interaction  3. Direction zone​  ­ people are directly engaged in “back­and­forth” interaction with the device    (SCREEN SHOT SLIDE 46)    Two ways that ambient interaction can lead to engagement  ● By sending notifications to remind user of presence  ● ???    Week 9 ­ Social Networks    The 4 communication models and examples of where they apply  ● 1­to­many ​ (broadcast) ­ iBeacons; TV, newsletters  ● Many­to­1​  (voting) ­ Yelp  ● 1­to­1 ​ (interpersonal) ­ Facebook Messenger, Google Hangouts  ● Many­to­many ​ (social) ­ Facebook, YouTube, Snapchat    Degrees of separation  ● Connected through a short chain of network ties  ● 6 degrees ​ of separation    Social network analysis terminology and metrics  ● Asymmetric​  (direction matters → Twitter followers)  ● Symmetric​  (direction doesn’t matter → Facebook friends)  ● Degree centrality​  ­ for a given node is the number of links that lead into or out of the node  ○ A measure of activity in the network  ○ The most active nodes are “connectors” or “hubs”  ● Closeness centrality​  ­ a measure of reach ­ the speed with which information can reach other nodes from a given starting node  ○ “Hops” it takes on average to reach every other node from a given node  ● Betweenness centrality​  ­ identifies “boundary spanners” ­ people who play a broker role in the network and who are in between  groups of people    Social insiders, connectors, and gateways  ●     6 kinds of Twitter networks based upon social network analysis patterns  1. Polarized ​­ two dense clusters with little interconnection  2. In­Group​  ­ many connections, few isolates  3. Brand/Public Topic​  ­ many disconnected isolates, some small groups  4. Bazaar​  ­ many medium sized groups, some isolates  5. Broadcast​  ­ hub which is retweeted by many disconnected users  6. Support​  ­ hub which replies to many disconnected users    How the structure of a Facebook network should differ from a LinkedIn network    Week 10 ­ Contagious Content     


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