Digital Marketing - Exam Prep Summary
(WEEK 1)
A. FOUNDATIONS OF MARKETING
1️⃣ Definition of Marketing (Kotler & Keller, 2012):
Marketing is the science and art of exploring, creating, and delivering value to
satisfy the needs of a target market at a profit.
● Science → Based on research, data, analysis.
● Art → Creative communication, emotional branding, storytelling.
● Goal → Find unmet needs & desires → deliver value → generate profit.
2️⃣ Marketing Process Overview:
Stage Explanation
Identify potential value Find unmet customer needs,
desires, measure market size, profit
potential.
Create value Develop products/services
matching these needs.
Deliver value Distribute product or service
efficiently.
Capture value (capitalization) Earn revenue/profit by
satisfying customer needs.
Example:
, ● Apple identified people's desire for seamless tech integration → created iPhone →
distributed globally → earns revenue via device sales & app ecosystem.
B. DIGITAL MARKETING: WHAT CHANGES?
1️⃣ Definition:
● Zahay (2021):
Using any digital technology to facilitate the marketing process, aiming for
customer interaction, engagement, and measurement.
● Hanlon (2022):
Satisfying customer needs and wants using digital means.
2️⃣ Key Differences from Traditional Marketing:
Traditional Marketing Digital Marketing
Mostly one-way Two-way (interactive)
communication
Scheduled campaigns Real-time engagement
Limited personalization Highly personalized offers
Hard to track customer Advanced tracking (cookies, data
behavior analytics)
, TV, print, radio Websites, social media, email, apps
Example:
● Traditional: TV ad for Coca-Cola during Christmas.
● Digital: Personalized Coca-Cola email reminding you to stock up for your holiday
party.
C. CORE ADVANTAGE OF DIGITAL MARKETING
Temporal transformation:
● Real-time interaction allows instant feedback, adjustment, relationship-building.
● Consumers can engage, co-create value, and influence brands.
Example:
● Netflix recommending shows based on your watch history — personalized instantly.
D. ROLE OF TECHNOLOGY IN DIGITAL
MARKETING
1️⃣ How We Got Here (The Evolution):
● Marketing → Mass marketing → Targeted marketing → Personalized marketing →
Real-time interactive marketing.
● Every step driven by technology advancement.
2️⃣ Definition of Technology (Cagica Carvalho et al., 2021):
The creation, usage, and knowledge of tools, techniques, systems, or methods to
solve a problem or serve a purpose.
, 3️⃣ Two Types of Technology (Hanlon, 2022):
Physical Technology Digital Technology
Hardware Software
Smartphones, VR Apps, AI tools, data analytics, CRM software
headsets, laptops
4️⃣ MarTech (Marketing Technology):
● The "machinery" of digital marketers.
● Used for:
○ Service blueprints.
○ Customer journey design.
○ Lead generation.
○ Analytics and audits.
○ Campaign planning & execution.
Example MarTech Tools:
● Google Analytics
● HubSpot
● Salesforce
● SEMrush
📝 NOTE:
We don’t use MarTech tools in isolation → they are integrated into full digital strategies.
E. DIGITAL TRANSFORMATION
1️⃣ Definition (from lecture & Dolbec, 2021):
The process where businesses adopt digital technology to modify existing
processes, products, and services, often translating business into a fully digital
environment.
(WEEK 1)
A. FOUNDATIONS OF MARKETING
1️⃣ Definition of Marketing (Kotler & Keller, 2012):
Marketing is the science and art of exploring, creating, and delivering value to
satisfy the needs of a target market at a profit.
● Science → Based on research, data, analysis.
● Art → Creative communication, emotional branding, storytelling.
● Goal → Find unmet needs & desires → deliver value → generate profit.
2️⃣ Marketing Process Overview:
Stage Explanation
Identify potential value Find unmet customer needs,
desires, measure market size, profit
potential.
Create value Develop products/services
matching these needs.
Deliver value Distribute product or service
efficiently.
Capture value (capitalization) Earn revenue/profit by
satisfying customer needs.
Example:
, ● Apple identified people's desire for seamless tech integration → created iPhone →
distributed globally → earns revenue via device sales & app ecosystem.
B. DIGITAL MARKETING: WHAT CHANGES?
1️⃣ Definition:
● Zahay (2021):
Using any digital technology to facilitate the marketing process, aiming for
customer interaction, engagement, and measurement.
● Hanlon (2022):
Satisfying customer needs and wants using digital means.
2️⃣ Key Differences from Traditional Marketing:
Traditional Marketing Digital Marketing
Mostly one-way Two-way (interactive)
communication
Scheduled campaigns Real-time engagement
Limited personalization Highly personalized offers
Hard to track customer Advanced tracking (cookies, data
behavior analytics)
, TV, print, radio Websites, social media, email, apps
Example:
● Traditional: TV ad for Coca-Cola during Christmas.
● Digital: Personalized Coca-Cola email reminding you to stock up for your holiday
party.
C. CORE ADVANTAGE OF DIGITAL MARKETING
Temporal transformation:
● Real-time interaction allows instant feedback, adjustment, relationship-building.
● Consumers can engage, co-create value, and influence brands.
Example:
● Netflix recommending shows based on your watch history — personalized instantly.
D. ROLE OF TECHNOLOGY IN DIGITAL
MARKETING
1️⃣ How We Got Here (The Evolution):
● Marketing → Mass marketing → Targeted marketing → Personalized marketing →
Real-time interactive marketing.
● Every step driven by technology advancement.
2️⃣ Definition of Technology (Cagica Carvalho et al., 2021):
The creation, usage, and knowledge of tools, techniques, systems, or methods to
solve a problem or serve a purpose.
, 3️⃣ Two Types of Technology (Hanlon, 2022):
Physical Technology Digital Technology
Hardware Software
Smartphones, VR Apps, AI tools, data analytics, CRM software
headsets, laptops
4️⃣ MarTech (Marketing Technology):
● The "machinery" of digital marketers.
● Used for:
○ Service blueprints.
○ Customer journey design.
○ Lead generation.
○ Analytics and audits.
○ Campaign planning & execution.
Example MarTech Tools:
● Google Analytics
● HubSpot
● Salesforce
● SEMrush
📝 NOTE:
We don’t use MarTech tools in isolation → they are integrated into full digital strategies.
E. DIGITAL TRANSFORMATION
1️⃣ Definition (from lecture & Dolbec, 2021):
The process where businesses adopt digital technology to modify existing
processes, products, and services, often translating business into a fully digital
environment.
