Doosri Galti
Doosri Galti
Doosri Galti
Lecture Number:- 18
Topic:- Marketing in future: Creating and capturing value through digital
marketing
Date:- 17/10/16
By:Kumar Pranav
Section D
160103072
want the world to see it and bask in its brilliance. ou can also use social media
as a tool for connecting with complementary, non-competing businesses,
thought leaders and tastemakers in your space, as well as journalists who cover
your industry.
Still, social media has its limitations. It may not be effective in attracting new
customers as only some consumers want to engage with some brands, and that too
with limited time.
WORD OF MOUTH
Online Word-Of-Mouth means viral digital marketing that encourages consumers
to share information online. Consumers tend to generate positive WOM about their
own experiences and usually pass on negative experiences of others.
Here, the success of information outflow depends on willingness of consumers to
communicate. The more referrals and positive WOM a consumer has, more is his
value towards the company. Consumer loyality is rates as from being satisfied by
the usage of product(mind share) to feeling ownership about the product( spirit
share).
MOBILE MARKETING
Mobile marketing has become more important than ever. IDC research shows a
staggering 79% of smartphone users have their phone on or near them each hour
of the waking day. Shopping has transitioned across devices. Where ecommerce used to be a desktop activity, people are turning to their mobiles for
quick purchase.
SMS marketing is a powerful way to get your message straight into peoples
hands, without the clutter of email inboxes or noise of other channels.
Developing effective mobile marketing programs include ensuring that the
website is mobile friendly, start SMS communication campaigns, proper screen
positioning of the advertising, and finally, investing in mobile marketing.
CASE ANALYSIS
Lead Question 1:- How can you segment CyWorlds User? Which segment should
CyWorld target?
Ans:- Consumer segmentation and value for the segment: Active user:- They are the ones with high amount of activity and the value
attached to them is applications like games, virtual points for greater usage.
Purchasers:- These increase direct revenue by spending significantly on virtual
purchases. The value they get is the discount given on products and special
loyality schemes.
Connectors:- These have a strong friend network on CyWorld. The associated
value is professional networking branches.
Low
Mediu
m
High
Active
Users
52
20.5
27.5
Active
Users
52
20.5
27.5
Purchasers
Connectors
33.3
33
32.3
34.3
32.6
34.4
Connectors
33
32.6
34.4
Purchasers and connectors are correlated, which is 17.27% in graphs and thus these
segments hold high weightage for CyWorld.
15
20
25
30
35
40
45
50
55
Lead Question 2:- Which is most valuable to CyWorld- an active user, a purchasers, or
a connector?
Ans:- Members that increase the extent of the social graph are the most valued
consumers.(exhibit 8). For evaluating this, we need to identify the primary objective