Integrated Marketing: Digital Marketing ;
Digital marketing mix: PESO-model:
Paid: you put money on it
Earned: someone else
Shared: social media
Owned: all the info you use to promote your product. You put something on the website and if someone
clicks on it, thanks to your own effort, it is for free but it takes time
pag. 1
,A variety of consumers
What are the preferences of these generations?
pag. 2
,GX: e.g.: email” thanks for your
purchase, we will ship your
parcel…”
pag. 3
,The customer journey
See Think Do Care
“Ik weet nog niet “Ik onderzoek “Ik wil kopen” “Ik wil daar vaker
dat ik iets wil” wat ik wil” kopen”
Awareness Orientation Actie/kopen Loyaliteit
1. When exactly are consumers looking for you?
2. On which channels do you need to be present?
pag. 4
,The customer journey:
You have a need -> look up
information -> purchase ->
retention -> advocacy, loyalty
Digital (r)evolution
WEB 1.0 SYNTACTIC WEB
• World Wide Web
• Gigantic library
• Static information
• ‘read only’: consult and download
• 1-way communication
WEB 2.0 SOCIAL WEB
• Social web
o Connect people
o Arrival of blogs, social media, and streaming
• ‘read – write’
• Interaction and user empowerment
o From passive to active user
o Create and upload of content
o 1st community: share content and interact with other users
WEB 3.0 SEMANTIC WEB
• Semantic web
o Driven by technological changes
• ‘read – write – execute’
• Connects media, profiles, content, and databases
o Structured content
o Relevant information
WEB 4.0 META WEB
• Internet of Things
• Adapted to a mobile environment
• Connects all data and devices in the ‘real’ and virtual world in real-time
• Communication becomes very fast and relevant
• The web becomes a personal assistant
pag. 5
,What is next? Web 5.0?
• The emotional web
• Interaction between humans and computers
• Recognizes feelings and emotions of the user
Shift from 1.0 to 2.0 to 3.0 to 4.0… is an evolution in the way people are using technology
→ digital marketing is not about technology, it is about people
Key takeaways
• Digital marketing mix by means of the PESO- model
• A variety of consumers
• The customer journey
o SEE – THINK – DO – CARE
o Zero moment of truth
o Micro moments
• Evolutie of Web 1.0 to 4.0
o Syntactic web
o Social web
o Semantic web
o Meta web
QUIZ
pag. 6
,pag. 7
,pag. 8
,pag. 9
, pag. 10
Digital marketing mix: PESO-model:
Paid: you put money on it
Earned: someone else
Shared: social media
Owned: all the info you use to promote your product. You put something on the website and if someone
clicks on it, thanks to your own effort, it is for free but it takes time
pag. 1
,A variety of consumers
What are the preferences of these generations?
pag. 2
,GX: e.g.: email” thanks for your
purchase, we will ship your
parcel…”
pag. 3
,The customer journey
See Think Do Care
“Ik weet nog niet “Ik onderzoek “Ik wil kopen” “Ik wil daar vaker
dat ik iets wil” wat ik wil” kopen”
Awareness Orientation Actie/kopen Loyaliteit
1. When exactly are consumers looking for you?
2. On which channels do you need to be present?
pag. 4
,The customer journey:
You have a need -> look up
information -> purchase ->
retention -> advocacy, loyalty
Digital (r)evolution
WEB 1.0 SYNTACTIC WEB
• World Wide Web
• Gigantic library
• Static information
• ‘read only’: consult and download
• 1-way communication
WEB 2.0 SOCIAL WEB
• Social web
o Connect people
o Arrival of blogs, social media, and streaming
• ‘read – write’
• Interaction and user empowerment
o From passive to active user
o Create and upload of content
o 1st community: share content and interact with other users
WEB 3.0 SEMANTIC WEB
• Semantic web
o Driven by technological changes
• ‘read – write – execute’
• Connects media, profiles, content, and databases
o Structured content
o Relevant information
WEB 4.0 META WEB
• Internet of Things
• Adapted to a mobile environment
• Connects all data and devices in the ‘real’ and virtual world in real-time
• Communication becomes very fast and relevant
• The web becomes a personal assistant
pag. 5
,What is next? Web 5.0?
• The emotional web
• Interaction between humans and computers
• Recognizes feelings and emotions of the user
Shift from 1.0 to 2.0 to 3.0 to 4.0… is an evolution in the way people are using technology
→ digital marketing is not about technology, it is about people
Key takeaways
• Digital marketing mix by means of the PESO- model
• A variety of consumers
• The customer journey
o SEE – THINK – DO – CARE
o Zero moment of truth
o Micro moments
• Evolutie of Web 1.0 to 4.0
o Syntactic web
o Social web
o Semantic web
o Meta web
QUIZ
pag. 6
,pag. 7
,pag. 8
,pag. 9
, pag. 10
