1 – Intro digital marketing
The importance of the internet
Flemish people à addicted to smartphone
We are no longer going online, but we are LIVING online à we are always connected
Who is the digital customer?
The digital consumer spends his time on?
• Information gathering (and spreading)
o On websites, blogs, forums, google search, …
o Customers = free advertising à reviews can influence to buy
• Social interaction
o Social media
o Mail
• Online buying (and selling)
o Price and experience = drivers
o Why do we buy online? Faster, easier, lower price
o Big players dominate à 90% transactions new àbusinesses have to do niche
marketing to keep up
What is the behavior of the digital customer?
• They show emotions and power
o Online = easier to show emotions about product
Vb. not going to yell at store
• They care about the opinion of others
o Reviews
o Influencers
o Gathering likes
o Goes in 2 ways à businesses need to adapt to negative reviews (vb. apple)
• They want the ultimate convenience
• We are all monkeys who don't want to wait for bananas
1
, • We don't have patience to wait: everything has to be easy, fast and
personalized.
• Easy and fast
Vb. Waiting 10 on website is already too long
• Personalization
Vb. zalando schoen zien à 1 minuut later op FB reclame over schoen zien =
convenient
Vb. op website reclame over telenet zien, terwijl je geen interesse hebt = Not
convenient
Vb. Personalize homepage website (vb. amazon)
Impact of the digital consumer on marketing?
Traditional marketing - 4 P’s:
• Product
• Place
• Price
• Promotion
Thanks to the internet…
• Supply information they asked for
• Interact with customers
• Tailor made communication: vb. Mailbox —> hi "name"
• Virtual shop
• Gather info on (new)customers
• Communication —> measured quickly and easy
Online impression: If you’re looking for something, the online company can see how many
times you looked for that product.
4 C’s of digital marketing:
• Product = Customization/ cocreation
vb. Nike & Lego
• Price = Currency
Dynamic pricing: the practice of varying the price for a product or service to reflect
changing market conditions
vb. Airplane tickets —> looking multiple times for destination = price goes up
vb. Amazon —> product on Wishlist = promotion for product
2
, • Place = Communal activation
vb. Airbnb —> customers become the distributors
• Promotion = Conversation
• Online interaction/ conversation
è Digital marketing is not meant to replace traditional marketing!
What are the challenges?
Because of the internet:
• Difficult to keep communication stream under control
• Customer demands tailor made, immediate interactivity and answers
• PRESSURE
• Find your way in information jungle
Competences of a digital marketeer:
• Marketing technologist
• Customer psychologist
• Analytical mind
• Creativity and resourcefulness
• Appreciation for sales
• Human connection
• Desire to upskill
• Fast cadence/ tempo
The way to online success
6 steps to online success:
1. Target group & buying persona
2. Determine who you are
3. Online marketing goals
4. Building your online presence
5. Marketing your online presence
6. Analyze and adapt
Step 1. Target group & buying persona
Who is your target group?
3
, B2C: Segmentation B2C criteria
• Demographic
• Geographic
• Psychographic
• Behavioral
B2B: Segmentation B2B criteria
• Sector
• Location
• Size of the company
• Product
Buying persona: Fictional person who represents a particular company’s ideal customer
à helps to understand the individuals you are targeting, more insight, more detail
à based on evidence (not “I think”)
How to create buying persona’s?
• Gather as much information as possible
o Social listening: listening to social conversations
à What are people saying about your brand?
à What is your target group interested in?
à What is your audience talking about?
à What do they (dis)like?
How?
- Monitoring tools (social searcher)
- Social media (twitter analytics, FB audience insights)
- Hashtags
- Trends (google trends, IG)
o Internal investigation: input from perspective within your company
à Marketing team
- How does customer phrase problem on google?
- Where do they go for help?
- What communication channels do they prefer
- Who do they listen or look up to?
à Sales team
- How high of a priority is overcoming this problem?
4
The importance of the internet
Flemish people à addicted to smartphone
We are no longer going online, but we are LIVING online à we are always connected
Who is the digital customer?
The digital consumer spends his time on?
• Information gathering (and spreading)
o On websites, blogs, forums, google search, …
o Customers = free advertising à reviews can influence to buy
• Social interaction
o Social media
o Mail
• Online buying (and selling)
o Price and experience = drivers
o Why do we buy online? Faster, easier, lower price
o Big players dominate à 90% transactions new àbusinesses have to do niche
marketing to keep up
What is the behavior of the digital customer?
• They show emotions and power
o Online = easier to show emotions about product
Vb. not going to yell at store
• They care about the opinion of others
o Reviews
o Influencers
o Gathering likes
o Goes in 2 ways à businesses need to adapt to negative reviews (vb. apple)
• They want the ultimate convenience
• We are all monkeys who don't want to wait for bananas
1
, • We don't have patience to wait: everything has to be easy, fast and
personalized.
• Easy and fast
Vb. Waiting 10 on website is already too long
• Personalization
Vb. zalando schoen zien à 1 minuut later op FB reclame over schoen zien =
convenient
Vb. op website reclame over telenet zien, terwijl je geen interesse hebt = Not
convenient
Vb. Personalize homepage website (vb. amazon)
Impact of the digital consumer on marketing?
Traditional marketing - 4 P’s:
• Product
• Place
• Price
• Promotion
Thanks to the internet…
• Supply information they asked for
• Interact with customers
• Tailor made communication: vb. Mailbox —> hi "name"
• Virtual shop
• Gather info on (new)customers
• Communication —> measured quickly and easy
Online impression: If you’re looking for something, the online company can see how many
times you looked for that product.
4 C’s of digital marketing:
• Product = Customization/ cocreation
vb. Nike & Lego
• Price = Currency
Dynamic pricing: the practice of varying the price for a product or service to reflect
changing market conditions
vb. Airplane tickets —> looking multiple times for destination = price goes up
vb. Amazon —> product on Wishlist = promotion for product
2
, • Place = Communal activation
vb. Airbnb —> customers become the distributors
• Promotion = Conversation
• Online interaction/ conversation
è Digital marketing is not meant to replace traditional marketing!
What are the challenges?
Because of the internet:
• Difficult to keep communication stream under control
• Customer demands tailor made, immediate interactivity and answers
• PRESSURE
• Find your way in information jungle
Competences of a digital marketeer:
• Marketing technologist
• Customer psychologist
• Analytical mind
• Creativity and resourcefulness
• Appreciation for sales
• Human connection
• Desire to upskill
• Fast cadence/ tempo
The way to online success
6 steps to online success:
1. Target group & buying persona
2. Determine who you are
3. Online marketing goals
4. Building your online presence
5. Marketing your online presence
6. Analyze and adapt
Step 1. Target group & buying persona
Who is your target group?
3
, B2C: Segmentation B2C criteria
• Demographic
• Geographic
• Psychographic
• Behavioral
B2B: Segmentation B2B criteria
• Sector
• Location
• Size of the company
• Product
Buying persona: Fictional person who represents a particular company’s ideal customer
à helps to understand the individuals you are targeting, more insight, more detail
à based on evidence (not “I think”)
How to create buying persona’s?
• Gather as much information as possible
o Social listening: listening to social conversations
à What are people saying about your brand?
à What is your target group interested in?
à What is your audience talking about?
à What do they (dis)like?
How?
- Monitoring tools (social searcher)
- Social media (twitter analytics, FB audience insights)
- Hashtags
- Trends (google trends, IG)
o Internal investigation: input from perspective within your company
à Marketing team
- How does customer phrase problem on google?
- Where do they go for help?
- What communication channels do they prefer
- Who do they listen or look up to?
à Sales team
- How high of a priority is overcoming this problem?
4
