Digital marketing: latest research & case study Lamberton & - PowerPoint PPT Presentation

SUMMER 2019 Digital marketing: latest research & case study

Lamberton & Stephen, 2016

Overview Meta-review of digital, social What? media, mobile marketing. When? 2000-2015 "Rosetta stone", one of Why? the only meta-reviews

Method: Keyword search based on 'snow ball method' 160 most cited articles

advertising/ fragmentation analysis Findings psychology practice and theory

Gap more demand for fragmentation learning

Solution: "learning in the flow of work"

Researcher #2: Dr. Robert Cialdini

Overview What? Latest book on persuasion - meta review of recent studies When? 2016 integrates psych and marketing, Why? bridges theory and practice

The influence of INFLUENCE Social proof Scarcity

What is Presuasion? Channeling attention for change Arranging elements of a message to increase receptivity Priming (persuasion is about timing)

Surveys in a mall Before: After: Presuasive opener: "Would you "Would you "Would you like to take like to take consider yourself a helpful person?" a survey?" a survey?" 29% 77%

Customer service bias "How happy are you with your purchase?" (positive test strategy)

Keywords is crime a Beast or a Virus? aka. how changing a single keyword reframes a challenge/solution

Gap Cialdini's research is broad: needs to be tailored for digital marketing

Solution: A fictional case study Lombardo's is an up-and-coming pizza franchise specializing in build your own pizzas. They are located in college towns across the nation and their target customers are hungry, cash-strapped college kids. Their main marketing channels have been direct mail flyers, to dorms, weekly grubhub deals, and occasionally posting on social media. After a strong 6 month opening, sales and online reviews have begun to slump, but they're not exactly sure why. What should they do?

Social media Sentiment diagnosis using: analysis What they find: "bland sauce" "artificial taste" "best crust in town!" "sauce sucks" "killer crust!" "flavorless and watered-down"

What happened? In order to cut costs and save prep time, management decided to use a cheaper, pre-made pizza sauce. Why? They assumed college kids cared more about cost than taste and wouldn't be picky about sauce.

What to do? No. 1 No. 2 No. 3 Reinvent Promote new sauce Emphasize pizza using important crust too: 'Best sauce keywords: savory, crust in town! thick, flavorful, now with new house-made, fresh savory, house- made sauce!'

Thank you Instagram Make sure you do enough Make sure you do enough research to support. research to support.