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THE 2017 DIGITAL MARKETING Glossary Editorial

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THE 2017 DIGITAL MARKETING Glossary Editorial THE 2017 DIGITAL MARKETING Glossary Editorial Concepts related to digital marketing are developing in a fast pace, with new ones arriving nearly everyday. Everybody is using marketing jargon, but frankly, only a select few truly understand these terms and are capable of defining them. Try it out for yourself: ask anyone in your vicinity to define the concept of “reach”. I can confidently bet that everyone will come up with a different definition! For this reason we have reached out to many experts, opinion leaders and influencers of big brands such as Facebook, McDonald’s, LinkedIn and many more. For each concept, we have a definition and specific insights, so you can easily grasp each term. I hope you will have as much fun reading this dictionary, as we had creating it! We would also like to warmly thank everyone involved! Enjoy your reading! Charlotte Desrosiers CMO of Digimind Bots Page 4 Brand Advocacy Page 6 Buyer’s Journey Page 7 Command Center Page 9 Community Management Page 10 Content Marketing Page 11 Customer Experience Page 12 Data Visualization Page 13 Digital Reputation Page 14 Digital Transformation Page 15 Engagement Page 16 Gamification Page 17 Geo-Targeting Page 19 Influencer Marketing Page 21 Insight-Driven Marketing Page 22 Reach Page 23 Social Data Page 24 Social Media Page 26 Social Media Analytics Page 27 Social Media Intelligence Page 28 Social ROI Page 29 Social Selling Page 30 Strategic Intelligence Page 31 Word Of Mouth Marketing Page 33 Bots Matt Collette Managing Director What are “Bots”? Bots are simple applications that can be deployed on social messaging apps like Facebook Messenger, WeChat, Slack, Skype and the like. They aren’t new and were used to some de- gree back in the early 2000s on MSN Messenger and other desktop messaging platforms. However, back then, they were very simple and used to fulfill basic requests such as allowing users to check sports results or the weather. Since those early bots, we have seen some significant progress in AI and Natural Language Processing which allows bots to interact in a more intuitive manner and understand/respond to people very naturally. Gone are the days of using specific sets of commands and having to remember them all. Today’s bots can also be used to engage and facilitate a whole raft of new use cases including E-commerce, customer support, and more. What does the rise of bots mean for mar- keters, and what should they look out for in 2017? Consumers have also shown a greater openness to leveraging bots to help facilitate regular or repeated tasks. A recent study by DigitasLBi showed that nearly six in 10 (59%) of con- sumers have or would be willing to communicate with chatbots to either receive offers and coupons, receive recommendations or advice (37%), and/or conduct online banking (14%). Bots are still new and consumer need to be educated about what they are and where to find them and how to use them However, while there’s been a lot of experimentation in North America, the bot space in 4 APAC is ripe for brands Be clear on the use case for your bot – what problem does it help solve and what utility does it deliver While functionally there are lots of opportunities for bots, creative/entertainment bots that drive conversation are also a great way to drive brand affinity Context is very important, one of my favourite bots is Singapore’s own Bus Uncle. It is locally relevant, delivers on a consumer need, and is fun and engaging to use. 5 Brand Advocacy Elly Deutsch Global Social Campaign and Advocacy Manager The definition Social Media has rewritten how we define Brand Advocacy. In this day and age, online word- of-mouth marketing has become the best resource for us to build trust and loyalty with customers, fans, and influencers. Brand advocacy can mean many things, but the most important of them all is how you create and foster relationships with your customers in order for them to speak favourably about your brand. Two great examples of brand advocacy Starbucks’ “Snap it Forward” activation on Snapchat encouraged loyal brand advocates to share a complimentary drink with a friend, family member, or even the next person in line. Coca-Cola’s JourneyxJourney campaign followers selected brand advocates around Ameri- ca in search of the best food, events, and experiences to help drive awareness for their brand, as well as encourage fans to share memories from their own road trips. 6 Buyer’s Journey Simon Kemp Founder and social media expert The definition The “Buyer’s Journey” is a series of logical, emotional, and physical processes that a person goes through on their path to purchase. The journey starts at the moment the person first en- counters a brand or a category, or when they first perceive a need, want or desire that might lead them to that brand or category. A buyer’s journey can last anywhere from a fraction of a second through to a whole lifetime, but the journey doesn’t always result in the person purchasing the brand or category that launched their journey; they may end up buying a different brand, an alternative product or service from a different category, or even deciding not to buy anything at all. The critical thing for marketers to remember, however, is that the journey doesn’t end with a sale; in fact, the best journeys never end, and in some cases, journeys will continue across successive generations of the same family, and cover a significant number of purchases. Why it’s helpful Understanding the buyer’s journey can help marketers develop more efficient and more ef- fective marketing. By understanding critical moments along the journey – what some mar- keters like to call “moments of truth” – marketers can help to influence and guide individual buyers’ progress through the different stages of the path to purchase. 7 Why it’s helpful The specifics of the buyer’s journey are different for each category, and depend on things like the level of complexity of the product or service, the investments that buyers need to make in terms of time, money, effort, and emotion, and the perceived risks associated with making a specific choice. For many buyers, these potential risks may be hidden deciders that ultimately persuade them not to buy what might appear to be a highly compelling product. Most buyers will move through a series of sequential attitudes and emotions relating to the product, service, offering, or category they’re contemplating. The general steps are outlined in the chart below, but you may need to adapt these for the specifics of your own brand or industry. It’s also worth noting that people can move backwards and forwards on their journey, and sometimes they get stuck at one stage, never to move again. Making the most of it As with almost everything else in marketing, getting to know your audiences and customers as real people – rather than as demographics or ‘consumers’ – is the surest way to under- stand what the journey looks like for the people you care about most, and understand how you can guide those people through their journey so that you both get what you want. By building this understanding from the outset, and then nurturing relationships over time, there’s a good chance that you can turn the journey into a never-ending adventure. 8 Command Center Clement Teo Principal Analyst The definition A digital command center is an organisational construct that brings together multidisci- plinary teams like web, social, production, creatives, and media buying to run campaigns. But more than that, it is the process by which a marketing strategy is executed. What is its role in an organisation? A typical command center exhibits the organisation’s marketing strategy, as well as gather- ing and aggregating insights taken from various channels. It also creates a workflow for said teams to take action on the data that is gathered. Social media is now more vital than ever to a company’s marketing strategy. Customer in- teractions are no longer limited to face to face scenarios, and a significant amount of chatter is taking place about various brands online. There is a lot of data out there that companies can leverage. This is where a digital command center can help the CMO to correlate differ- ent data sets, and map out customer profiles and journeys to formulate the ideal customer experience. 9 Community Management Lin Liangmin Director of Marketing Communications What is “Community Management” and why does it matter to brands? In this day and age, individuals want to connect with each other be it through experiences or relationships. It is important to build that culture amongst them, your tribe, your fans and that is key to the success of any brand. Community management is about creating that intimate experience that connects them to the brand. Building your brand’s community At W Singapore – Sentosa Cove, we aim to reach out to the “disruptors”. These are the people who march to their own beat, who bend the rules and enjoy it, seizing each moment in their own way. They are true originality and the ones who steal the scene. They influence and they set the trend. If you’re looking to boost your brand’s reach with these “disruptors”, provide them with the experience you endeavour to deliver and they will communicate it for you. Choose them wisely. These people are the key to reaching out to your tribe, and the ones who will effec- tively communicate your brand’s message.
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