Digital marketing
- 3 parts
o Multiple choice questions
o Theory
o Cases = application of the theory
- Exam will be in English, you can answer in english or dutch
- How to study?
o All chapters and the guest lecture on ‘Influencer Marketing & TikTok Marketing’ on
Toledo are part of your exam material.
o For each chapter we provided review questions, you should be able to answer those
profoundly.
o Please note that the review questions are an aid, it is not a comprehensive list of exam
questions.
o Look at all the examples/cases in the presentations in depth.
o The learning paths ‘Meta Advertising’, ‘GA4’ and your certificates are not part of your
exam material
,Chapter1 : Your business
Digital strategy : building blocks
- Before you can set-up your digital marketing strategy, it is important that your foundations
are rock-solid.
- Your foundation is your business that should be clear and strong.
- If this foundation is shaky or unclear, all the marketing and digital
marketing efforts will be like decorating a house that might collapse at any moment. So,
make sure your business is built on a solid foundation of clear core commitments, a well-
defined target audience, positioning and goals.
Vision
Do you have a clear ‘why’ ? = Vision
,The golden circle : video
The golden circle: a lot of companies focus on the what, but for convincing people,
the story behind is important. You start with the why: what is the purpose, what
do you believe. How do you do it.
When considering the “what, why, and how” of your business, the mission
statement is the “why” and the positioning statement is the “what and the how.”
Digital matu rity check
Audit of the performance of your current digital channels (POE)
• What are you already doing?
• What is working, what isn't?
• Identify strengths and areas of improvement and score your organisation using a digital
maturity scale
Target group insights
• Before you start, you need to understand your target group(s) and Segmentation
their psychographic and behavioural patterns criteria
• Defining your target group as: ‘male/female, 18-62 years old’ is
NOT enough = too wide! Behaviour Trends
• What we need to look at:
Target group: segmentation criteria
Target group: trends
Trends on social media
UGC and micro-influencer marketing will become mainstream
Short-form video content will continue to dominate
Livestream shopping and social commerce will step into the limelight
VR and AR social experiences will continue to grow
Brands will turn their attention to social audio
AI output will keep breaking records
, Target group: behaviour
You must also uncover:
• What your target audience wants
• What they consider when making a buying decision
• What prices they find appropriate
• The likes and dislikes (frustrations) or pros and cons of current products or services
• Things they would like to see improved, what are their expectations related to your sector –
product
• Where they find inspiration: friends, websites, media (social media TikTok? IG? LinkedIn?,
magazines, influencers?, blogs?, …)
Get consumer insights about the behaviour and thinking of your (potential) customers
DESK SOCIAL SEARCH
INTERVIEWS LISTENIN
RESEARCH LISTENING G
Target group: behaviour: desk research
UCLL library online (Statista, Amplify, databases, …)
GFK consumer life reports
McKinsey reports
Think with Google
Social media platforms insights: ex. Meta audience insights
Target group: behaviour: Interviews
People of your target group: in order to better understand their needs, wants, feelings,
drivers, …
Internal investigation : interview your colleagues from the sales department, aftersales, … :
people who are in contact with the customers
- 3 parts
o Multiple choice questions
o Theory
o Cases = application of the theory
- Exam will be in English, you can answer in english or dutch
- How to study?
o All chapters and the guest lecture on ‘Influencer Marketing & TikTok Marketing’ on
Toledo are part of your exam material.
o For each chapter we provided review questions, you should be able to answer those
profoundly.
o Please note that the review questions are an aid, it is not a comprehensive list of exam
questions.
o Look at all the examples/cases in the presentations in depth.
o The learning paths ‘Meta Advertising’, ‘GA4’ and your certificates are not part of your
exam material
,Chapter1 : Your business
Digital strategy : building blocks
- Before you can set-up your digital marketing strategy, it is important that your foundations
are rock-solid.
- Your foundation is your business that should be clear and strong.
- If this foundation is shaky or unclear, all the marketing and digital
marketing efforts will be like decorating a house that might collapse at any moment. So,
make sure your business is built on a solid foundation of clear core commitments, a well-
defined target audience, positioning and goals.
Vision
Do you have a clear ‘why’ ? = Vision
,The golden circle : video
The golden circle: a lot of companies focus on the what, but for convincing people,
the story behind is important. You start with the why: what is the purpose, what
do you believe. How do you do it.
When considering the “what, why, and how” of your business, the mission
statement is the “why” and the positioning statement is the “what and the how.”
Digital matu rity check
Audit of the performance of your current digital channels (POE)
• What are you already doing?
• What is working, what isn't?
• Identify strengths and areas of improvement and score your organisation using a digital
maturity scale
Target group insights
• Before you start, you need to understand your target group(s) and Segmentation
their psychographic and behavioural patterns criteria
• Defining your target group as: ‘male/female, 18-62 years old’ is
NOT enough = too wide! Behaviour Trends
• What we need to look at:
Target group: segmentation criteria
Target group: trends
Trends on social media
UGC and micro-influencer marketing will become mainstream
Short-form video content will continue to dominate
Livestream shopping and social commerce will step into the limelight
VR and AR social experiences will continue to grow
Brands will turn their attention to social audio
AI output will keep breaking records
, Target group: behaviour
You must also uncover:
• What your target audience wants
• What they consider when making a buying decision
• What prices they find appropriate
• The likes and dislikes (frustrations) or pros and cons of current products or services
• Things they would like to see improved, what are their expectations related to your sector –
product
• Where they find inspiration: friends, websites, media (social media TikTok? IG? LinkedIn?,
magazines, influencers?, blogs?, …)
Get consumer insights about the behaviour and thinking of your (potential) customers
DESK SOCIAL SEARCH
INTERVIEWS LISTENIN
RESEARCH LISTENING G
Target group: behaviour: desk research
UCLL library online (Statista, Amplify, databases, …)
GFK consumer life reports
McKinsey reports
Think with Google
Social media platforms insights: ex. Meta audience insights
Target group: behaviour: Interviews
People of your target group: in order to better understand their needs, wants, feelings,
drivers, …
Internal investigation : interview your colleagues from the sales department, aftersales, … :
people who are in contact with the customers
