Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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Digital CRM
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Collective name for methods that are used online in the context of CRM.
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Digital data sources
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Digital sources used by an organisation for finding data.
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Direct message
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Private message to a user of a (social) medium.
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Dynamic contextual personalisation
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Method of personalisation wherein both the content of the expression and the layout are fully tailored to suit the characteristics of the customer and the devices he uses.
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E-CRM
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Collective name for methods that are used online in the context of CRM.
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Emotional bonding
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The extent to which a customer feels an emotional and psychological connection with an online provider.
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Event-driven marketing
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A discipline within marketing, where commercial and communication activities are based on relevant, identified changes to a customer’s individual needs.
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Financial bond
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The extent to which a customer will financially benefit from remaining a customer.
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Geo-targeting
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Form of targeting based on geographical origin via IP address or mobile location.
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Identify
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Recognising an organisation's customers on the basis of their characteristics.
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Interaction
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Communication with customers.
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Location based services
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Services based on location. (Information) services are used to tailor the service to someone’s physical location.
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Loyalty
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The extent to which a customer remains loyal to a provider in terms of attitude (attitudinal loyalty) and/or behaviour (behavioural loyalty), even if there are other better or cheaper alternatives.
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Loyalty programs
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Programs to strengthen customer loyalty.
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Mass customisation
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Method used by a provider to allow customers to combine products or services on the basis of standard components that fit the specific wishes of customer segments, giving them the feeling that they are receiving a tailor-made solution.
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Mass individualisation
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Individual customisation.
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Net Promoter Score (NPS)
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A metric for loyalty: the difference between the percentage of respondents who respond to the question ‘How likely is it that you would recommend us to others?’ with a score of 9 or 10 (out of ten) and the percentage of respondents who respond with a score of 6 or lower.
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One-to-one approach
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A form of CRM in which all marketing, sales, production and service processes are tailored to the wishes and needs of the individual customer.
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Personalisation
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Basing the interaction with customers on their personal data.
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Product configuration
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Compiling a product using different building blocks (customisation).
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Profile data
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Additional customer data that is usually static in nature and used for compiling customer profiles and customer groups.
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Profile targeting
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Form of targeting based on a customer profile.
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Rational bonding
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The extent to which a customer wants to continue the relationship in the belief that they will benefit more by retaining the relationship than by ending it.
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Response analysis
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Identifying variables that predict the response to a marketing action.
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Retention profiles
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Profiles of potential 'runaways'.
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Rule based personalisation
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Personalisation technique based on a number of fixed rules.
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Sales profile analysis
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Determining the characteristics of buyers of a certain product.
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Segment
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Dividing the total customer base into groups with similar customer profiles.
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Social bond
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The extent to which a customer has an emotional connection with a brand or organisation.
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Social CRM
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Customer relationship management via social media.
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Social group buying
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A form of social shopping where members of a group are offered an exclusive deal, which will only continue if there are sufficient buyers.
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Social loyalty
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Promoting customer loyalty via social media.
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Social media accounts
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A profile on a social medium.
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Social shopping
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A form of shopping where shoppers include people from their social network who look on and advise them whilst buying products online.
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Structural bond
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A form of binding that is related to the way products and services are delivered.
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Switch costs
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The costs that determine the ease with which a customer can switch to another online provider.
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Target segment selection
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Determining target groups for specific marketing campaigns.
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Ubiquitous CRM
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CRM technique used for automatically collecting contextual data from customers via all available digital contact points.
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Up-selling
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A form of deep selling that attempts to sell a more expensive version of the product.
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User experience (UX)
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How users experience their interactions on or with a website or app.
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Value proposition
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The range of products and services that create value for a specific customer segment.
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