1) Introduction to Digital Marketing
1
,1. Definitions
Marketing = activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers and other stakeholders.
Digital marketing = activities, institutions, and processes facilitated by digital technologies,
for creating, communicating, and delivering value for customers and other stakeholders.
Value =
Customer experience
Brand image
Convenience
Comfort
Safety
Visual appeal
Efficiency
…
Digital Marketing
Business
Technology Value
Data
Marketing is made of:
Business = offers, channels, pricing, processes,…
Data = what you measure and learn.
Together they create value !
! Tech by itself does nothing !
Value appears when marketing turns tech into business capabilities, powered by data.
Digital Marketing
Changes in
Changes in business Changes in
Technology value
Changes in
data
When technology changes, everything shifts ! :
Tech change adjust business & data value goes up or down.
2
,Why is it important to be responsive, and adjust to technological changes?
Advantage decays fast.
Customer expectations reset.
The more data you collect, the faster you improve.
Technology reshapes how service works.
Customers have different technology readiness;
2. Examples of digital marketing
1° General technology examples
Robots in Hilton Hotel (contactless room deliveries, guest guidance,…)
Chatbots
Robot waiters
Telesurgery
Microchips
Internet of Things
Connected cars
Drone deliveries
Virtual queue
Intelligent classroom behaviour management system
Digital touchpoints in governmental activities
Recommendation systems
NBT data analytics
AR smart-glasses in healthcare
ABBA hologram concert
…
2° Customer-experience dimensions
Positive Negative
Usefulness Complexity
Speed Errors
Reliability Risk
Aesthetics Eeriness
Personalization Inaccessibility
… …
3
3° Service Robot Intelligence
,1. Mechanical AI = automates simple, routine tasks standardization (ex. robot delivering
plates)
2. Thinking AI = learns from data to adapt accordingly personalization (ex. suggesting
dishes to a guest)
3. Feeling AI = detects emotions / tones to adjust its behaviour relationalization (ex.
calming voice if a customer sounds upset)
4° Metaverse
Metaverse = new computer-mediated environment of virtual “worlds” in which people act and
communicate with each other in real-time via digital representatives referred to as avatars.
Components:
o Interface = making use of a device (ex. VR, mobile phone, computer,…)
o Environment = to enter a virtual “world” (realistic, unrealistic, or mixed,…)
o Interaction = meet and interact with others in various settings (ex. friends at a bar,
clients in a bank,…)
o Avatar (looks and behaves less versus more as a real human)
Examples:
Ifland (metaverse platform)
Banking metaverse ‘Kiyaverse’
Virtual influencers
Online conferences
1) Study by Henning-Thurau et al.
Do social interactions in VR metaverse generate more value than the 2D internet on
performance, evaluations, and emotions?
3 mediators:
Social presence: often better outcomes in VR (“feeling of togetherness)
Exhaustion: higher in VR, can hurt outcomes and especially emotions (cybersickness,
cognitive load,…).
Physical mobility: higher in VR (move, gestures,…) BUT more mobility does not
necessarily lead to more positive outcomes.
VR does not consistently outperform or underperform 2D !
VR wins: tasks needing togetherness, rich cues, and immersion.
2D wins: short, transactional, or comfort-sensitive interactions (ex. sales pitch, quick service
calls,…)
Management takeaways: 4
, Choose channel by task and segment.
Design VR sessions to minimize fatigue.
Measure presence, exhaustion, and mobility as early signals to know whether it’s working.
5° Social influencers
Social influencer = creator with a loyal online audience (in a specific industry) whose content
can shape followers’ opinions and purchases.
Brand collaborations:
Establish credibility in a market.
Generate social conversations.
Give targeted reach to niche communities.
Create authentic content.
6° Digital marketing for small businesses
Digital marketing perfect for small businesses!
Why?
Cheap
Hyper-targeted (local + niche)
Fast to test & quick adjustment
Creates social proof through real customers.
Examples:
Before / after posts & testimonials
Online giveaways
Gift vouchers & promo codes
Ads with product photos
…
3. Digital in Marketing (Service Encounter 2.0)
1° Industrial revolutions
First industrial revolution = Mechanization : people started using water and steam power to
mechanize production.
Second industrial revolution = Electrification : started the use of electric power that enabled
mass production, faster output, and big industrial scale.
Third industrial revolution = Digital / automation : people started using electronics,
computers, and information technology to automate production and boost precision and
efficiency.
5
1
,1. Definitions
Marketing = activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers and other stakeholders.
Digital marketing = activities, institutions, and processes facilitated by digital technologies,
for creating, communicating, and delivering value for customers and other stakeholders.
Value =
Customer experience
Brand image
Convenience
Comfort
Safety
Visual appeal
Efficiency
…
Digital Marketing
Business
Technology Value
Data
Marketing is made of:
Business = offers, channels, pricing, processes,…
Data = what you measure and learn.
Together they create value !
! Tech by itself does nothing !
Value appears when marketing turns tech into business capabilities, powered by data.
Digital Marketing
Changes in
Changes in business Changes in
Technology value
Changes in
data
When technology changes, everything shifts ! :
Tech change adjust business & data value goes up or down.
2
,Why is it important to be responsive, and adjust to technological changes?
Advantage decays fast.
Customer expectations reset.
The more data you collect, the faster you improve.
Technology reshapes how service works.
Customers have different technology readiness;
2. Examples of digital marketing
1° General technology examples
Robots in Hilton Hotel (contactless room deliveries, guest guidance,…)
Chatbots
Robot waiters
Telesurgery
Microchips
Internet of Things
Connected cars
Drone deliveries
Virtual queue
Intelligent classroom behaviour management system
Digital touchpoints in governmental activities
Recommendation systems
NBT data analytics
AR smart-glasses in healthcare
ABBA hologram concert
…
2° Customer-experience dimensions
Positive Negative
Usefulness Complexity
Speed Errors
Reliability Risk
Aesthetics Eeriness
Personalization Inaccessibility
… …
3
3° Service Robot Intelligence
,1. Mechanical AI = automates simple, routine tasks standardization (ex. robot delivering
plates)
2. Thinking AI = learns from data to adapt accordingly personalization (ex. suggesting
dishes to a guest)
3. Feeling AI = detects emotions / tones to adjust its behaviour relationalization (ex.
calming voice if a customer sounds upset)
4° Metaverse
Metaverse = new computer-mediated environment of virtual “worlds” in which people act and
communicate with each other in real-time via digital representatives referred to as avatars.
Components:
o Interface = making use of a device (ex. VR, mobile phone, computer,…)
o Environment = to enter a virtual “world” (realistic, unrealistic, or mixed,…)
o Interaction = meet and interact with others in various settings (ex. friends at a bar,
clients in a bank,…)
o Avatar (looks and behaves less versus more as a real human)
Examples:
Ifland (metaverse platform)
Banking metaverse ‘Kiyaverse’
Virtual influencers
Online conferences
1) Study by Henning-Thurau et al.
Do social interactions in VR metaverse generate more value than the 2D internet on
performance, evaluations, and emotions?
3 mediators:
Social presence: often better outcomes in VR (“feeling of togetherness)
Exhaustion: higher in VR, can hurt outcomes and especially emotions (cybersickness,
cognitive load,…).
Physical mobility: higher in VR (move, gestures,…) BUT more mobility does not
necessarily lead to more positive outcomes.
VR does not consistently outperform or underperform 2D !
VR wins: tasks needing togetherness, rich cues, and immersion.
2D wins: short, transactional, or comfort-sensitive interactions (ex. sales pitch, quick service
calls,…)
Management takeaways: 4
, Choose channel by task and segment.
Design VR sessions to minimize fatigue.
Measure presence, exhaustion, and mobility as early signals to know whether it’s working.
5° Social influencers
Social influencer = creator with a loyal online audience (in a specific industry) whose content
can shape followers’ opinions and purchases.
Brand collaborations:
Establish credibility in a market.
Generate social conversations.
Give targeted reach to niche communities.
Create authentic content.
6° Digital marketing for small businesses
Digital marketing perfect for small businesses!
Why?
Cheap
Hyper-targeted (local + niche)
Fast to test & quick adjustment
Creates social proof through real customers.
Examples:
Before / after posts & testimonials
Online giveaways
Gift vouchers & promo codes
Ads with product photos
…
3. Digital in Marketing (Service Encounter 2.0)
1° Industrial revolutions
First industrial revolution = Mechanization : people started using water and steam power to
mechanize production.
Second industrial revolution = Electrification : started the use of electric power that enabled
mass production, faster output, and big industrial scale.
Third industrial revolution = Digital / automation : people started using electronics,
computers, and information technology to automate production and boost precision and
efficiency.
5
