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Digital Marketing - Study Notes:

Key factors

Why might customers be motivated to contribute their experiences and thoughts to P2P communities?

  • General altruism. They want to participate, and have no ulterior motives.
  • Vanity altruism. They want to participate to be seen in a positive light.
  • Reward seeking. They want to participate to gain a reward.
  • Competitive edge. They want to participate to get ahead.

Alternative methods

Regional employee compensation laws can have legal and regulatory implications for offering substantive financial rewards to contributors. Therefore it is extremely important to think about other methods in which you can incentivize contributors in P2P support communities. These include:

  • Gamification
  • Badges and profile customization
  • Unique brand experiences
  • Beta tests
  • Sneak peeks
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Digital Marketing Resources:

Christian Polman

Christian Polman is a General Manager at Eone, Europe. He has driven digital marketing strategy through analytics and research to solve strategic and operating challenges and develop business plans for Fortune 100 brands.

Christian Polman

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Social Customer Service
Christian Polman Christian Polman
Skills Expert

This module introduces the concept of social customer service and highlights the social channels that are most often leveraged for this activity. It provides you with best practices you can follow to create and implement a robust social customer service strategy – and to manage it effectively. It also provides best practices for measuring customer satisfaction with the social customer service they receive, and for training social customer service agents. Finally, you learn how to build, grow, and maintain online support communities.

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