Digital Marketing Strategies: Social Media, Platforms and ROBO Trends
Digital Marketing Fundamentals
Search engine marketing (SEM): Companies seek to improve their visibility in search engines for relevant search terms by increasing their presence in the search engine results pages.
Social media: Monitoring and facilitating customer-customer interaction and participation throughout the web to encourage positive engagement with a company and its brands. Interactions may occur on a company site, social networks and other third-party sites.
Blog: An online diary or news source prepared by an individual or a group of people.
Social networking: The emphasis is on listening to customers and sharing engaging content.
Social knowledge: Informational social networks where you can help an audience by solving their problems and subtly showing how your product has helped others.
Social sharing: Social bookmarking sites which can be useful for understanding the most engaging content within a category.
Social streaming: Video and streaming media social sites for sharing photos, videos and podcasting.
Buy-side e-commerce: Digital commercial transactions between a purchasing organization and its suppliers.
Business Model Disruption
Companies that use combinational disruption usually make a big transformation of the market, making other companies size in the market, overlay income or profit.
Digital disruptors make big changes in the market.
Key Business Model Questions
What are the key features of our product that match customers' problems or needs? Value proposition
Do we have fixed or variable costs? Key resources
How much money (financing) do we need? Cost structure
How do we make money? Revenue stream
- Automation: EV
- Reverse auctions: CV
- Personalization: EV
- Ecosystems: PV
- Rebates and rewards: CV
Platform Types
Aggregation platforms: Platforms that facilitate transactions and connect users to data resources.
Social platforms: Platforms that facilitate interactions and connections between people.
Mobilization platforms: Basically, from portable elements, this platform facilitates the connection of people while travelling.
Platform value: A set of software and/or hardware services that a company places at the service of its customers and its digital strategy.
Sustaining Competitive Advantage
A competitive advantage is sustained when it lasts for a longer period.
- Creation of Value
- Creation of Rarity
- Creation of Inimitability
- Creation of Organization
A value vampire is an extreme form of digital disruptor whose competitive advantage shrinks the overlay revenue or profit of a market. Value vampires always create cost value but also frequently practice combinatorial disruption.
Combining the cost value, experience value and platform value, value vampires minimize the size of the market.
An example is Amazon with its e-book commerce.
ROBO: Research Online, Buy Offline
ROBO: Research Online, Buy Offline. A first search in the network to later buy in the physical store. Although ROBO is not new, it is the new weight it is acquiring in the way consumers buy their products.
Showrooming has been the traditional criticism of electronic commerce. However, ROBO would be the opposite action: search, review, analyze a product on the network first and then acquire it in the physical store.