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

SUMMER 2019

Digital marketing: latest research & case study

Lamberton & Stephen, 2016

Overview

What? Why? When?

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

Method:

Keyword search based

• n 'snow ball method'

160 most cited articles

Findings

advertising/ analysis psychology practice and theory fragmentation

Gap

more fragmentation demand for learning

Solution:

"learning in the flow

• f work"

Researcher #2:

• Dr. Robert Cialdini

Overview

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

The influence of INFLUENCE

Scarcity Social proof

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: "Would you like to take a survey?" After: "Would you like to take a survey?"

Presuasive opener: "Would you consider yourself a helpful person?"

29% 77%

Customer service bias

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

Keywords

• aka. how changing a single keyword reframes a challenge/solution

is crime a Beast or a Virus?

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

• nline reviews have begun to slump, but they're

not exactly sure why. What should they do?

Social media diagnosis using:

What they find:

Sentiment analysis

"killer crust!" "best crust in town!" "bland sauce" "flavorless and watered-down" "sauce sucks" "artificial taste"

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

What happened? Why?

What to do?

• No. 1

Reinvent pizza sauce

• No. 2

Promote new sauce using important keywords: savory, thick, flavorful, house-made, fresh

• No. 3

Emphasize crust too: 'Best crust in town! now with new savory, house- made sauce!'

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

Instagram

Thank you