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• Digital marketing is the application of digital technologies to support marketing activities.

• digital marketing is defined not merely by the channels it uses, but by the behaviors it must respond to

• Consumers are no longer passive recipients of

  marketing messages; they are active participants who connect, share, create, and demand personalization at every stage of their journey.

• SOSTAC planning framework (Situation, Objectives, Strategy, Tactics, Actions, Control), which provides a structured approach to building a digital marketing pla

Access

• make brand findable/accessible, reach content form anytime, anyplace (strong focus on communication, retention, conversion rate)

• fe. burger kingtraffic jam whopper campaign which offerd whopper deliveries to drivers stuck in traffic reaching people in a context and moment in genuine need

Engage

• time people spend interacting with digital content on social media, by creating and sharing text, images, videos, votes and links

• not only about broadcasting advertisment but make people engage with it - create content people genuinely want to engage with

Customize

• apply digital tools for customization to needs

• fe. M&M personal M&M (color, image)

Collaborate

• in networked environemtns consumer no longer just buyer, they are co-creator, user forums, collab in product creation

• reviews, how much customer collaborates with company or other customer

• fe. spotify built community spaces where users help each other and even contrbute to feature requests/ Tripadvisor, airbnb

Connect

• on which platforms to connect,

• brand has whatsapp community for loyal customers to connect

framework good for understanding digital consumer behaviour and brand response; if brand masters this framework they will be better positioned to build relevant lasting relationships in networked environments

• any opinion (good/bad/neutral) about brand/product made by customers made available to the world via the internet

• consumer reviews, comments, discussions, ratings, other user genereated content

• e-WOM characterized in terms of valence (positive, negative, neutral) and volume (how much content exists)

• based on weak social ties - e-WOM can spread faster and reach far more people than offline

Communicators

• individuals who create and share e-WOM; motivations on why do e-WOM: extreme experiences

Receivers

• those who read e-WOM, response influenced by factorss like perceived similarity to communicator, loyalty to the brand, level of motivation to process the information carefully

Stimuli

• characteristics of the content. visual presentation, text quality, valnce, volume (how many reviews or comments exist). high volume positive reviews create strong social proof

Responses

• outcomes

Contextual Factors