Please wait while the transcript is being prepared...
0:00
Hello, and welcome to
the session on The
Digital Consumer.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content
is taking out of
my textbook Digital Marketing
in Practice: how to design,
implement and measure
effective campaigns.
0:19
In this session, we will be
defining the digital consumer.
More specifically,
we will explain
digital consumer behavior and
learn how to create a
digital consumer persona.
0:32
Simply put consumer behavior
is how consumers behave
in the marketplace.
Consumer behavior is the
well-established area of
marketing research that has
been around for decades.
The more we understand
about consumers,
their needs and
subsequent behavior,
the better our marketing and
communication strategies can be.
In digital marketplaces is a bit
more difficult to measure
consumer behavior as
consumers are not physically
present when engaging
with the company or its
products and services.
To understand the
digital consumer,
it is important to cover
digital marketplaces.
1:09
Digital marketplaces exist in
many different forms and can
basically be any digital
platform companies
and consumers engage in.
We will take a look at
three main types of
digital marketplaces.
Firstly, digital storefronts
are the digital versions
of a company store.
Usually, the company
website serves as
a digital version of the
store window or storefront.
The digital store font attracts
consumers with a
familiar brand identity,
including the logo, slogan,
colors, and images
usually used in any
marketing material.
It often displays the products
and services offered
by the company.
Just like temporary
window displays,
microsites and pop-up windows
showcase the company's
promotions or competitions.
A Microsite is a brand
specific page within
a website that
is created and visible
for the duration of a
specific promotion,
competition or event.
It is usually deactivated
when the event ends.
A pop-up window as the name
implies is a window that
pops onto your screen
when you visit
a website or certain
page on a website.
