Digital Marketing
Digital Marketing, Strategic Planning and Integration by Annemarie Hanlon
(purple cover) ISBN 978-1-5264-2666-6 and ISBN 978-1-5264-2667-3 (pbk)
+
Mandatory readings (articles) provided by the professor(s)
,Index
- Chapter 1
- Chapter 2
- Article: How AI will define new industries
- Article: The Internet of Things
- Article: Neuromarketing: What do you need to know
- Chapter 5
- Chapter 9
- Chapter 11
- Article: The 4S web-marketing mix model. E-commerce research and applications
- Article: Influencing the online consumer’s behavior: The web experience
- Article: Foundations of social media marketing
- Article: How Facebook can be used to target millions
- Chapter 3
- Chapter 13
- Chapter 12
- Article: Networked enterprise: A new business model for global sourcing
- Chapter 14
- Article: Drivers of and barriers to networked commercialization: A business model
perspective
- Article: Brand public
- Chapter 4
- Article: What drives vitality (sharing) of online digital content? The critical role of
information, emotion, and brand prominence
- Chapter 6
- Article: In-store mobile phone use and customer shopping behavior: Evidence from
the field
,CHAPTER 1 – THE DIGITAL MARKETING LANDSCAPE
IRL = in real life
Ubiquitous computing = in the future there would be computers everywhere and we would
not notice their presence, they would just be there
Illusion of resilience = where the new tech moves in with few challenges
Robust resilience = where old tech fights back and new tech challenges, bringing about a
gradual substitution
Creative destruction = where there are few challenges to the new tech and few
opportunities for the old tech, resulting in fast substitution
Robust coexistence = where the old tech fights back and brings us alternatives and a gradual
substitution takes place
Two-step flow theory of communication = the media communication was received by the
influencer and then passed to other individuals
Limitations of the two-step flow theory of communications
1. Based on one piece of research
2. Is a simplistic binary model which assumed that this is how mass media worked
Two-step multi-step
Diffusion of innovations = based on the two-step flow of communications and explored the
conditions that increased or decreased the likelihood of product adoption
, Adopter categories
1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards
Innovators = 2.5%, active information seekers, often buying the latest gadget
Early adopters = 13.5%, opinion leaders who are happy adopting new products, seeking
information before others
Early majority = 34%, deliberate before adopting
Late majority = 34%, skeptical and nearly the last to adopt
Laggards = 16%, suspicious of inventions and only adopt when no choice
Opinion formers = formal experts, they work in this area, may be qualified or professionally
trained and have significant specialist knowledge about the subject
Opinion leaders = informal experts, who carry out research and whose knowledge is valued
amongst family, friends and followers
Micro-influencer = everyday individuals with small, dedicated followings online
Move from traditional to digital marketing tools
- Newspaper and magazine adverts online adverts, social media, PPC
- Door-to-door sales people email
- Company brochures websites
- Traditional PR online PR, blogs
- Directories like the Yellow Pages search engine marketing
- Community groups social networks
Challenge move from traditional to digital marketing tools: not all generations have made
that move
Digital native = people who have been born into a time when mobile phones, tablets and
wearables are the norm
Digital immigrants = people who have to adopt to the digital era
Digital Marketing, Strategic Planning and Integration by Annemarie Hanlon
(purple cover) ISBN 978-1-5264-2666-6 and ISBN 978-1-5264-2667-3 (pbk)
+
Mandatory readings (articles) provided by the professor(s)
,Index
- Chapter 1
- Chapter 2
- Article: How AI will define new industries
- Article: The Internet of Things
- Article: Neuromarketing: What do you need to know
- Chapter 5
- Chapter 9
- Chapter 11
- Article: The 4S web-marketing mix model. E-commerce research and applications
- Article: Influencing the online consumer’s behavior: The web experience
- Article: Foundations of social media marketing
- Article: How Facebook can be used to target millions
- Chapter 3
- Chapter 13
- Chapter 12
- Article: Networked enterprise: A new business model for global sourcing
- Chapter 14
- Article: Drivers of and barriers to networked commercialization: A business model
perspective
- Article: Brand public
- Chapter 4
- Article: What drives vitality (sharing) of online digital content? The critical role of
information, emotion, and brand prominence
- Chapter 6
- Article: In-store mobile phone use and customer shopping behavior: Evidence from
the field
,CHAPTER 1 – THE DIGITAL MARKETING LANDSCAPE
IRL = in real life
Ubiquitous computing = in the future there would be computers everywhere and we would
not notice their presence, they would just be there
Illusion of resilience = where the new tech moves in with few challenges
Robust resilience = where old tech fights back and new tech challenges, bringing about a
gradual substitution
Creative destruction = where there are few challenges to the new tech and few
opportunities for the old tech, resulting in fast substitution
Robust coexistence = where the old tech fights back and brings us alternatives and a gradual
substitution takes place
Two-step flow theory of communication = the media communication was received by the
influencer and then passed to other individuals
Limitations of the two-step flow theory of communications
1. Based on one piece of research
2. Is a simplistic binary model which assumed that this is how mass media worked
Two-step multi-step
Diffusion of innovations = based on the two-step flow of communications and explored the
conditions that increased or decreased the likelihood of product adoption
, Adopter categories
1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards
Innovators = 2.5%, active information seekers, often buying the latest gadget
Early adopters = 13.5%, opinion leaders who are happy adopting new products, seeking
information before others
Early majority = 34%, deliberate before adopting
Late majority = 34%, skeptical and nearly the last to adopt
Laggards = 16%, suspicious of inventions and only adopt when no choice
Opinion formers = formal experts, they work in this area, may be qualified or professionally
trained and have significant specialist knowledge about the subject
Opinion leaders = informal experts, who carry out research and whose knowledge is valued
amongst family, friends and followers
Micro-influencer = everyday individuals with small, dedicated followings online
Move from traditional to digital marketing tools
- Newspaper and magazine adverts online adverts, social media, PPC
- Door-to-door sales people email
- Company brochures websites
- Traditional PR online PR, blogs
- Directories like the Yellow Pages search engine marketing
- Community groups social networks
Challenge move from traditional to digital marketing tools: not all generations have made
that move
Digital native = people who have been born into a time when mobile phones, tablets and
wearables are the norm
Digital immigrants = people who have to adopt to the digital era
