Summary Digital marketing: chapter 1

DIGITAL MARKETING
INTEGRATED MARKETING


CHAPTER 1 INTRODUCTION

1.1 EVOLUTION OF THE WEB

The evolution of the world wide web world that evolves with the needs of users and industries




WEB 1.0 – SYNTACTIC WEB
 World wide web (WWW)
o Gigantic library
 Static information
 ‘read only’: consult and download
 1-way communication
o For example: google


WEB 2.1 – SOCIAL WEB
 Connect people
 Arrival of blogs, social media and streaming
 ‘read-write’
 Interaction and user empowerment
o For example: Facebook


WEB 3.0 – SEMANTIC WEB
 Driven by technologies changes
 ‘read-write-execute’
 Connects media, profiles, content and databases
o For example: bol.com

, WEB 4.0 – SYMBIOTIC WEB
 Internet of things (IoT)
 Adapted to a mobile environment
 Connect all data and devices in the ‘real’ and virtual world in real-time
 Communication becomes very fast and relevant
 The web becomes your personal assistant
o For example: alexa, hey google,…


WEB 5.0 – EMOTIONAL WEB
= the ‘next’ web

 Interaction between humans and computers
 Recognizes feelings and emotions of the user
 Implementation of EI into the internet with the help of blockchain, AI, and deep learning



 From web of things to web of thoughts

SUMMARY




1.2 GENERATIONAL MARKETING/PERSONA


1.2.1 BUYER PERSONA
Buyer persona X digital marketing strategy

 Content marketing
 UX
 Social media strategy
 Customer journey optimalization
 Segments in google analytics (GA)