Digital Marketing IQ: Product

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From the course by University of Illinois at Urbana-Champaign

Marketing in a Digital World

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University of Illinois at Urbana-Champaign

Marketing in a Digital World

4934 ratings

Course 1 of 7 in the Specialization Digital Marketing

This course examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers. Marketing in a Digital World is one of the most popular courses on Coursera with over 150,000 Learners and is rated by Class Central as one of the Top 50 MOOCs of All Time (https://www.class-central.com/report/top-moocs/). This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

From the lesson

Course Overview and Digital Tools for Developing Innovative New Products

In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. Then, you will learn how new digital tools are enabling customers to take a more active role in developing and branding the products they consume.

Basic Concept: Product7:56

Digital Marketing IQ: Product4:03

Meet the Instructors

Aric Rindfleisch
John M. Jones Professor of Marketing
Department of Business Administration

[SOUND]

[MUSIC]

Hi, I'm here with Nadia Danienta,

one of our doctoral students in marketing.

>> Hi, everyone.

>> We're sitting in front of the Alma Mater which stands watch over

the beautiful U of I campus.

And we're here today to ask our digital natives,

our University of Illinois students, how much they know about digital marketing.

We call this segment Digital Marketing IQ, and feel free to play along with us.

We're going to be doing a four segments of this IQ test, one for

each for the four Ps.

And we'll begin with the product side of the digital marketing world.

You ready, Nadia?

>> Yep, let's get started.

>> Let's see if we can find some students.

>> So the first question is, who has more Facebook followers,

Coca-Cola or Cristiano Ronaldo?

>> I would say Cristiano Ronaldo.

>> Cristiano Ronaldo.

>> Cristiano Ronaldo.

>> I think it's Cristiano Ronaldo.

>> Yeah?

>> Yeah. >> I think it's Coca-Cola.

>> Coca-Cola?

>> Yeah.

>> Why do you say Coke?

>> Well, because there's people who don't like Cristiano Ronaldo, but

I feel like everybody likes Coca-Cola.

>> Uh-huh. >> I would say Coca-Cola.

>> Okay. >> It's been around for longer, so-

>> I say Ronaldo,

there's too many people all over the world who love him.

>> Coca-Cola's very big, but I definitely think that, in terms of sports,

especially on Facebook and Instagram, a lot more people check that out.

>> Okay, and you're actually correct.

>> Yay! >> It is Cristiano Ronaldo.

He has 115 million followers, while Coca-Cola only has 98 million.

>> All right. >> Yeah.

>> How many do you have?

>> How many followers do I have on Facebook?

>> Yeah? >> I have like 2,000 Facebook friends,

2,000 Instagram followers.

>> Wow!

>> I like social media, so- >> Mm-hm.

>> I'm off Facebook.

>> You're off Facebook?

>> I'm off Facebook, yeah.

>> Interesting.

>> Okay. >> I'm on a Facebook diet.

>> All right, there you go, good for you.

Facebook consumes a lot of my time.

>> What percentage of customers always or

sometimes read online reviews before visiting a business?

Is it more than 50% or less than 50%?

>> I think it might more than 50%, yeah, I just guessed.

>> Okay.

>> I think it's less than 50%.

>> Okay.

>> Yeah.

>> I'm going from personal experience, I would say more than 50.

because I definitely, when I check out a product or go to the store,

I definitely go check the reviews first.

>> Less than 50%.

>> I would say less than 50%.

>> Okay.

>> Less then 50%.

>> It is more than 50%, actually.

>> Okay. >> 84% of consumers look at reviews

online.

>> [INAUDIBLE] >> Okay.

>> Are you surprised by that?

>> Yeah. [LAUGH]

>> [LAUGH] That's a lot of

consumers, right?

>> Yes. >> I was, too.

>> In the US, which form of technology are people more likely to use

to engage in online search, a computer or a smartphone?

>> I would have to say, these days, a smartphone.

>> I think computer is the primary one.

>> Smartphone.

>> Smartphone?

>> I think it's smartphone.

>> Do you guys do that?

>> Yeah. >> Okay.

>> Sometimes.

>> Probably smartphone.

>> Smartphone, what would you rather use?

>> I would rather use a computer, personally.

>> Computer, okay, actually you're right, so it is a smartphone.

Do you happen to know what is My Starbucks Idea?

>> Nope.

>> I don't.

>> Have you ever heard of My Starbucks Idea?

>> I have not.

>> It's actually an online platform

in which people can submit ideas to Starbucks.

>> So you never heard of that?

>> Nope.

>> Do you ever go to Starbucks?

>> Yeah, sometimes.

>> [LAUGH] >> Mm-hm.

>> Is Starbucks in Champaign different from Starbucks in China?

>> Not really, like they are kind of the same one.

>> I was in a Starbucks in China a couple years ago, and

they wouldn't take my credit card.

>> Yeah, I see.

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