5 Secrets to Digital Marketing And Sales Definitions: Part-3

Explore concepts like focus groups, banner blindness, bait and switch tactics, white goods, and demarketing.
Created by
May 3, 2018

Just wondering how digital marketing works and what should I know? Then this is the right place to begin. Let us know the basic set of jargons first to begin with:

1. Focus Groups

A focus group is a tool used for qualitative research.  It consists of a group of people who are asked about their opinions, perceptions, or beliefs, about a product, service, packaging, idea, concept or an advertisement. People are free to discuss among themselves about the same.

Marketers use focus groups to solicit feedback about a product/service. Focus groups are also a very important marketing tool, which is used by companies who are planning to launch a new product, service, or packaging. Such companies use focus groups to test the product and obtain feedback about the product before it is launched in the market. This provides valuable information about the potential market response towards the product.

In general focus group interviews are conducted by a moderator among small groups of people. The following are the various types of focus groups -

  • Two way focus group: Here one focus group oversees the other group's discussion, discusses the observed interaction and draws conclusion/inference
  • Dual moderator focus group: One moderator ensures that the session progresses smoothly, while the other ensures all the topics are covered
  • Duelling moderator focus group: Two moderators take opposite sides on the issue deliberately
  • Respondent moderator focus group: Only one of the participants is asked to act as moderator temporarily
  • Client participant focus group: One of the clients takes part in the discussion
  • Teleconference focus group: Discussion happens over a telephonic conference call
  • Online focus group: Computers and internet are used. This may take form in videoconference, online forums, communities, or chat rooms.

2. Banner Blindness

'Banner Blindness' is a phenomenon in web browsing, where visitors of a website do not view banner content. This can be a conscious or an unconscious occurrence.

The content on the banners may be external advertisements or any banner-like content elements which may include internal navigation(to other pages on the website), references etc. The banner is ignored by viewers irrespective of whether the content is relevant or irrelevant to the visitor.

The term was coined by Benway and Lane of Rice University, in the year 1988. Further studies have contradicted the popular web design ideology that says colorful, large, and flash oriented content are likely to get more views.

Banner blindness is a phenomenon which prevails over a wide range of website viewers, however, it may vary from one user to another.

3. Bait and Switch

Bait and switch

Bait and switch is a customer deception tactic, in which the marketer advertises for a product at a very attractive price. This is done to lure the customers (the "bait"). Once the customer comes to the store/office, the marketer tries to persuade the customer into buying a higher priced product (the "switch").

This is looked upon as an unethical marketing practice. Generally the marketer would tell the customer that the product advertised for is out of stock (even if it is available), and then suggest the costlier product.Bait and switch is widely found in retail sales, but it can happen in other forms of selling as well.

4. White Goods

According to the International Dictionary of Marketing by Daniel Yadin"White goods are certain consumer durables, usually those which are pruchased infrequently, with high unit cost."

white goods

White goods are household appliances, which accomplish a housekeeping task like cooking, or preserving food. Whether these are used for household purposes or otherwise.

White goods generally refer to refrigerators, washing machines, ovens, stoves, and air conditioners. They are termed as 'white goods' because, when the term was coined in the 1930s and 1940s, these goods were available only in white paint. It refers to the aforementioned goods in places where British English is spoken. In the US, white goods refer to, linens, which are fabric household goods like pillowcases, and towels.

5. Demarketing

Demarketing is the exact opposite of marketing. Demarketing involves efforts which try to discourage (not completely nullify) the demand for a product. Demarketing might be employed when the marketer is not able to either supply in large quantities or in cases where the marketer does not want to supply to a particular region because of high distribution costs.

Common demarketing strategies are high price, very low advertising spend, or offering a different product altogether.

See How Ecango Can Save Your Time Effort and Bordom from Manual Typing & Translation

  • AI Transcription - Translate in Seconds
  • AI Translation - Translate 133 Languages in Seconds
Get started for free
Add comment

Still Typing out Your Recordings?

See how fast and accurate you can do it with Ecango.
Get started for free
Ecango Logo
About Ecango
Transcription should be more than just a routine task; it should be a seamless and efficient process that allows businesses and professionals to focus on what matters most.

With our AI transcription solutions, we are making this vision a reality. 

Our team of experts, data scientists, and engineers have developed groundbreaking AI software that is not only accurate but also incredibly efficient.

Whether it's converting recorded meetings, interviews, podcasts, or any audio-visual content into text, Ecango's AI transcription capabilities are designed to meet the ever-evolving needs of our clients.