1
Samenvatting Digital Marketing Essentials
Chapter 1: Introduction + Digital Marketing & Culture (56 dia’s)
1. The world has changed
Before the internet: sources of information to buy:
Buy what is available or recommended by sales guys
You rely on information brought through advertising
Buy a product recommended by a friend
With the internet:
Consumers get informed through the internet on alternatives and compare from the lazy
chair
Consumers ask a friend through social media or online reviews
Consumers their less important purchases can be influenced through traditional marketing or
point of sale advertising or sales person
The new normal:
Where consumers are constantly connected (we all have our own device)– and “always on”
is their default setting
Where we are accelerating towards the new singularity – a tipping point where the storing of
a consumer’s life information will be in a single portable digital device
Where we are moving towards a culture where information about most things becomes
freely available
Where personalization via devices and applications will continue to quickly grow
Top of mind becomes omnipresence because of the internet
All the information is everywhere on the internet, you can always and everywhere gain
information for example the prices etc.
2. What is digital culture?
The coronavirus changed the world as it decreased people their offline social life
Definition:
“Digital culture is a general term for describing how technology and the internet are shaping the way
that we interact as humans. It's the way that we behave, think and communicate within society.”
It is shaped by the emergence and use of digital technologies.
Is een algemene term voor het beschrijven van hoe technologie en internet de interactie tussen
mensen verandert. Bv instagram -> picture perfect maken. laten zien dat je een perfect leven hebt.
Of bv foto van uw eten maken.
Lauran Coppers Digital Marketing 2020-2021
, 2
“Digital culture potentially encompasses all aspects of everyday life and is not limited to the
internet or communication technologies”.
Digital culture is everywhere, so we do not need always internet. Bv screens on school to give
informations
Many digital objects are created out of databases through automated processes:
Social media feeds
Recommendation systems
Personalized online ads
= algorithmic culture
Given that digital material is easily copied, spread and modified, digital cultural products are
potentially in a constant state of ‘becoming’:
Products are never complete -> door mening marketeers of digitale vooruitgang. ->
aanpassen dan
Reading paths are hyperlinked and networked
Relationships between creators and audiences are often anti-hierarchical
Objects can be modified, but also recontextualized. F.i.: VR technology
QUESTION :
The explosion of which digital communication channels and smart devices has led us all into a new
world?
Web, email, social, search, mobile, AR/VR, gaming consoles, billboards,,…
New world = blogs, vlogs, tweets, snaps and likes,…
3. What is digital marketing?
DEFINITION:
“Digital marketing is a general term for any the effort by a company to connect with consumers
through electronic technology, including email, geolocation and mobile marketing, social
media, online customer communities, webinars and other video-based content.”
It is having a conversation instead of just talking with consumers.
QUESTION:
What is the main reason to go to the digital marketing route as a firm?
The most important thing is to measure results and they are more accurate.
Lauran Coppers Digital Marketing 2020-2021
, 3
3.1 Advantages
Time-sensitivity -> make changes in time easily
Cost-effectivity -> track data, kijken of uw project goed gaat of niet en zo in budgetten
schuiven
Segmented audience -> makkelijker door digital marketing.
Personalized messages
QUESTION:
What is the downside of digital marketing and the democratization of the internet?
“Digital marketing is only for big business”
“We need to be on every platform to not miss out”
“We need an app, just because we need one”
“E-mail marketing is dead, is spam”
- More competition -> overload on information
- Wrong presumptions -> er zijn veel mythes over digital marketing
Why do brands need digital marketing?
Brands are no longer in control.
How do brands reach consumers with digital marketing?
With content via different types of screens
On average how many screens does a Belgian Household have in their possession? (from research of
Recupel)
15 screens per household in general
Main conclusion article from WHO
It does not matter how much time a child is on his screen, it’s more about how they spend
their time on the screens, if it is for educational purposes it is a good thing.
Computer is as a sage = wise soul → someone that provides easily information
Mobile phone is as a lover → phone is always with you, it is personal and you “say” everything
against it
Young people don’t like ads on their phone, they prefer them on their laptop/tv. Older people
doesn’t really care about which screen it is, but they are already used to advertising on the tv.
Tablet is as a wizard → both a mobile device as a laptop
Lauran Coppers Digital Marketing 2020-2021
, 4
QUESTION:
How would consumers use the various screens for news consumption and search for information?
How would you use the various screens as a marketer to let people buy your product or service?
phone/ tablet -> to be up to date, quick and random
tv : product placement bij tv show uw merk eens laten zien,.. and normal advertisement
laptop : online ads, website up to date, organic reach (own media)
Smartphone : good mobile version of webiste, QR code,..
Tablet : entertainment ads.
4. How to build digital culture in your brand?
“The journey towards being a digital brand where “digital” means two things: firstly, focusing on the
customer experience irrespective of channel, and secondly, having a digital culture.
Having a digital culture in your brand, is being:
1. Customer-centric
2. Data-driven (people analytic)
3. Makers (invent, innovate) and do’ers (have bigger visionà
4. Transparent (make all information open and available)
5. Collaborative (all employees can work together)
6. Learning (create environment with learning processes)
7. Agile (should provide a guide with tools)
Example: Customer-centric – Amazon
Jeff Bezos, CEO of Amazon:
“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being
customer-focused allows you to be more pioneering.
→ Customer’s seat in the room
4.1 Define your organization’s digital values
Digital culture is more than just technology
There is no one-size-fits all mentality
Consider the brand’s values and match with digital qualities
4.2 Use technology
Consider the BYOD (Bring Your Own Device) policy
Use tools that encourage teamwork and connect people
4.3 Perfect your processes
Adopt more agile and innovative ways of working
Cultivate a data-driven culture among employees
Lauran Coppers Digital Marketing 2020-2021
Samenvatting Digital Marketing Essentials
Chapter 1: Introduction + Digital Marketing & Culture (56 dia’s)
1. The world has changed
Before the internet: sources of information to buy:
Buy what is available or recommended by sales guys
You rely on information brought through advertising
Buy a product recommended by a friend
With the internet:
Consumers get informed through the internet on alternatives and compare from the lazy
chair
Consumers ask a friend through social media or online reviews
Consumers their less important purchases can be influenced through traditional marketing or
point of sale advertising or sales person
The new normal:
Where consumers are constantly connected (we all have our own device)– and “always on”
is their default setting
Where we are accelerating towards the new singularity – a tipping point where the storing of
a consumer’s life information will be in a single portable digital device
Where we are moving towards a culture where information about most things becomes
freely available
Where personalization via devices and applications will continue to quickly grow
Top of mind becomes omnipresence because of the internet
All the information is everywhere on the internet, you can always and everywhere gain
information for example the prices etc.
2. What is digital culture?
The coronavirus changed the world as it decreased people their offline social life
Definition:
“Digital culture is a general term for describing how technology and the internet are shaping the way
that we interact as humans. It's the way that we behave, think and communicate within society.”
It is shaped by the emergence and use of digital technologies.
Is een algemene term voor het beschrijven van hoe technologie en internet de interactie tussen
mensen verandert. Bv instagram -> picture perfect maken. laten zien dat je een perfect leven hebt.
Of bv foto van uw eten maken.
Lauran Coppers Digital Marketing 2020-2021
, 2
“Digital culture potentially encompasses all aspects of everyday life and is not limited to the
internet or communication technologies”.
Digital culture is everywhere, so we do not need always internet. Bv screens on school to give
informations
Many digital objects are created out of databases through automated processes:
Social media feeds
Recommendation systems
Personalized online ads
= algorithmic culture
Given that digital material is easily copied, spread and modified, digital cultural products are
potentially in a constant state of ‘becoming’:
Products are never complete -> door mening marketeers of digitale vooruitgang. ->
aanpassen dan
Reading paths are hyperlinked and networked
Relationships between creators and audiences are often anti-hierarchical
Objects can be modified, but also recontextualized. F.i.: VR technology
QUESTION :
The explosion of which digital communication channels and smart devices has led us all into a new
world?
Web, email, social, search, mobile, AR/VR, gaming consoles, billboards,,…
New world = blogs, vlogs, tweets, snaps and likes,…
3. What is digital marketing?
DEFINITION:
“Digital marketing is a general term for any the effort by a company to connect with consumers
through electronic technology, including email, geolocation and mobile marketing, social
media, online customer communities, webinars and other video-based content.”
It is having a conversation instead of just talking with consumers.
QUESTION:
What is the main reason to go to the digital marketing route as a firm?
The most important thing is to measure results and they are more accurate.
Lauran Coppers Digital Marketing 2020-2021
, 3
3.1 Advantages
Time-sensitivity -> make changes in time easily
Cost-effectivity -> track data, kijken of uw project goed gaat of niet en zo in budgetten
schuiven
Segmented audience -> makkelijker door digital marketing.
Personalized messages
QUESTION:
What is the downside of digital marketing and the democratization of the internet?
“Digital marketing is only for big business”
“We need to be on every platform to not miss out”
“We need an app, just because we need one”
“E-mail marketing is dead, is spam”
- More competition -> overload on information
- Wrong presumptions -> er zijn veel mythes over digital marketing
Why do brands need digital marketing?
Brands are no longer in control.
How do brands reach consumers with digital marketing?
With content via different types of screens
On average how many screens does a Belgian Household have in their possession? (from research of
Recupel)
15 screens per household in general
Main conclusion article from WHO
It does not matter how much time a child is on his screen, it’s more about how they spend
their time on the screens, if it is for educational purposes it is a good thing.
Computer is as a sage = wise soul → someone that provides easily information
Mobile phone is as a lover → phone is always with you, it is personal and you “say” everything
against it
Young people don’t like ads on their phone, they prefer them on their laptop/tv. Older people
doesn’t really care about which screen it is, but they are already used to advertising on the tv.
Tablet is as a wizard → both a mobile device as a laptop
Lauran Coppers Digital Marketing 2020-2021
, 4
QUESTION:
How would consumers use the various screens for news consumption and search for information?
How would you use the various screens as a marketer to let people buy your product or service?
phone/ tablet -> to be up to date, quick and random
tv : product placement bij tv show uw merk eens laten zien,.. and normal advertisement
laptop : online ads, website up to date, organic reach (own media)
Smartphone : good mobile version of webiste, QR code,..
Tablet : entertainment ads.
4. How to build digital culture in your brand?
“The journey towards being a digital brand where “digital” means two things: firstly, focusing on the
customer experience irrespective of channel, and secondly, having a digital culture.
Having a digital culture in your brand, is being:
1. Customer-centric
2. Data-driven (people analytic)
3. Makers (invent, innovate) and do’ers (have bigger visionà
4. Transparent (make all information open and available)
5. Collaborative (all employees can work together)
6. Learning (create environment with learning processes)
7. Agile (should provide a guide with tools)
Example: Customer-centric – Amazon
Jeff Bezos, CEO of Amazon:
“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being
customer-focused allows you to be more pioneering.
→ Customer’s seat in the room
4.1 Define your organization’s digital values
Digital culture is more than just technology
There is no one-size-fits all mentality
Consider the brand’s values and match with digital qualities
4.2 Use technology
Consider the BYOD (Bring Your Own Device) policy
Use tools that encourage teamwork and connect people
4.3 Perfect your processes
Adopt more agile and innovative ways of working
Cultivate a data-driven culture among employees
Lauran Coppers Digital Marketing 2020-2021
