DIGITAL
PERSUASIVE
COMMUNICATION
SAMENVATTING
2025-2026
,Cluster I: the digital marketing
landscape
Intro to digital marketing
What is marketing?
• Creating value for your stakeholders (in this case we talk about consumers,
B2C)
• Marketing = it’s the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.” (American Marketing
Association)
What is digital marketing?
• All marketing efforts that use digital technology
• Online marketing efforts
• Digital marketing = all online marketing efforts, encompassing any strategy or
tactic that uses digital technology, including the internet, mobile phones, and
other digital media to reach and engage customers.
What is digital advertising?
• Digital advertising = the process of publishing promotional material through
online platforms such as social media, search engines, websites, and any
other program that can be accessed digitally.
• = a subset of digital marketing
Why is digital advertising so powerful? Key advantages
Digital marketing is powerful due to several core advantages over traditional
methods:
1) Measurability:
o Track everything
o Track performance in real-time with precise metrics, instant feedback >
higher ROI
o You have more qualitative insights of how your marketing is performing,
which leads to a higher investment
1
, Enables data-driven decisions
o Ex. Google Analytics shows where users drop off on your website.
2) Precise targeting:
o you don’t have to speak to a broad audience, you can target specific
audiences based on:
Demographics
Interests
Behavior
Location
No more mass messaging — it's about relevance
3) Personalization:
o From emails to landing pages to ads > content can be tailored to
individual users
o The content is adapted to the individual
4) Interactivity:
o Users can comment, share, click, and chat, making communication a
two-way street that builds connections and feedback loops
You get feedback from your consumer, how they’re liking your
ad
5) Speed & flexibility:
o Campaigns can launch and be A/B tested almost instantly, allowing
real-time adaptation and optimization, making it highly agile
compared to traditional media
6) Cost – effectiveness:
o Digital ads are scalable, allowing small budgets to start and grow
based on what works
o You can have very effective ads for a very small budget
7) Cross-channel integration:
o Creating consistent customer journeys across platforms and devices
8) Global scalability:
o Accessible for brands of any size with worldwide reach
o It’s very easy to reach a big audience, which is interesting for small
companies
2
,Evolution in digital marketing
Web 1.0
• Start 1990: characterized by static websites (read-only) where brands
published content and users consumed it
• The first wave included banner ads and email newsletters, utilizing a Pay-for-
Placement (P4P) model
brands bought spaces in papers, back in the day it was very
difficult to have insights who saw the banner or who was
interested in the banner
Search advertising: the rise of search engines led to the birth of search
advertising based on intent, marked by the introduction of Google AdWords
and the Pay-per-Click (PPC) model: you pay when it is clicked on → the start
of trackable, measurable performance marketing
Web 2.0
• This era became social and participatory
• Instead of broadcasting, there’s now interactivity
• The rise of native advertising: first there were banners everywhere, they started
to ignore it, then native adverting started to rise (it gives the look and the feel
of content)
• Focus on people: a landscape where people started to engage (two-way
communication)
• The likes and shares or comments became a token of how your ads were
working → engagement is important for the algorithm
• People started to create content (from users to creators) = UGC
• UGC influences brand perception: other users in the environment trust people
more than brands itself
• As a consequence, the rise of influencer marketing: brands are collaborating
with users/influencers → we feel a connection with these people
• It also saw the Pocket-Sized Revolution (mobile-friendly design, push
notifications)
All those changes made the digital marketing very complex:
programmatic advertising = ad buying, placement, and personalized
targeting using real-time bidding
3
, It gets a lot easier to target the right message to the right people on the
right place
Content was often times community-driven, more social, quite reactive
Web 3.0
• Web 3.0 = the smart web, no platforms anymore but systems
• Web 3.0 is defined by data, prediction, and automation
• It moves toward the semantic web which uses AI and machine learning to
understand context, intent, and user needs
• It’s different from traditional search engines, which simplify literally match what
users are typing
Semantic: it’s more than matching keywords
• NLP, a branch of AI, enables computers to comprehend, generate, and
manipulate human language. These mechanisms help systems understand
why consumers are typing what they are typing. NLP is implemented in tools
like chatbots and voice assistants.
• AI: they allow marketeers to create and adapt content rapidly
• Web 3.0 facilitates personalization: more targeted
For example: Spotify wrapped, Spotify daylist, Netflix recommendations
• The focus shifts to behavioral targeting and micro-moment marketing, where
ads are triggered by user signals rather than scheduled
Web 4.0
• Integrated those smart systems in our everyday environment
• Web 4.0 is based on the futuristic concept of ubiquitous computing where
technology seamlessly integrates into the environment without being intrusive
("calm computing")
Calm computing = integrated smart systems functioning in the
background without constantly demanding the user's attention
Mark Weiser, a key figure in computer science, highlighted this idea,
stating that in the future, computers will be everywhere, seamlessly
integrated into the world at large, and users will simply "not notice their
presence
• This seamless integration between the physical and digital realms leads to
ambient intelligence and is driven by the Internet of Things (IoT).
4
, IoT = a network of physical devices, appliances, vehicles, and other
objects embedded with sensors, software, and network connectivity,
allowing them to collect and share data.
Connectivity is a key characteristic of IoT.
• Web 4.0 systems are expected to anticipate user needs before they are even
expressed.
Big data
• Big data = large, complex datasets generated from various digital sources.
This era, defined by expansive data collection and rapid speed, is also known
as the fourth industrial revolution
• Big data is characterized by a framework of essential characteristics,
commonly referred to as the 4 V's, which are widely accepted:
1) Volume: This is the "big" in big data
o It represents the massive amounts of data generated every second
across digital platforms. This volume includes clicks, impressions,
purchase history, and browsing behavior, requiring effective strategies
for managing and storing the sheer amount of data
2) Variety: This involves a diverse gamut of structured and unstructured data
o Structured data is highly organized (e.g., click-through rates), while
unstructured data lacks a recognized structure (e.g., social media
posts)
3) Velocity: This is the speed at which data is processed
o It refers to how quickly data is generated and must be handled, often
influenced by the number of sensors on IoT-enabled devices. A higher
velocity rate makes the data more valuable
4) Veracity: This refers to the reliability and quality of data
o Among advertising and marketing practitioners surveyed, a majority
agreed that big data exhibits these characteristics: Variety (69%
agreement), Volume (64% agreement), Velocity (50% agreement), and
Veracity (50% agreement)
• Big data allows companies to predict what users will do next, respond instantly
to changes, perform fine-grained segmentation, and orchestrate messaging
in real-time.
• Data sources include first-party (direct from advertiser, e.g., CRM), second-
party data (shared from partners), and third-party data (aggregated from
external providers).
5
,Regulation & consumer protection
Marketing in the digital age
• However, digital data collection also has a darker side:
1) Information control by global technology giants
This control often results in unfair conditions for businesses using these
platforms and reduced choice for consumers.
2) Information overload and chronic distraction
The media landscape is often described as cluttered, contributing to
feelings of advertising fatigue among consumers.
Consumers instinctively block out all but the most relevant, compelling,
or entertaining messages to process this abundance of stimuli.
This avoidance behavior can be cognitive, such as ignoring ads, or
behavioral, like using ad blockers.
3) The threat of privacy invasion
Compromised privacy
Invasion of personal space
Loss of control over personal information
.
4) Threat of gathering data with vulnerable groups
Such as children, who may not understand what information is valuable
or how it will be used.
Internal research conducted by Meta (Facebook) was found to show
awareness of the negative impact on teenagers, yet the company
reportedly failed to act on this information, this highlights the need for
specific regulations to protect these groups
5) Threat of flawed, dishonest, fake data
The rise of generative AI tools introduces these threats regarding the
truthfulness and reliability of content
Which problems?
• Trade and exchange of illegal goods, services and online content
• Manipulative misuse of algorithms (echo chambers, disinformation, harmful
purposes)
6
, • Some large platforms control important ecosystems in the digital economy
(monopolies). Have power to act as private rule-makers, resulting in unfair
conditions for businesses using these platforms and less choice for consumers.
GDPR
= General Data Protection Regulation (2018)
= it mandates explicit consent for data processing and enforces transparency about
how data is used:
What data they collect
How they use it
Who they share it with
How long they store it
Digital Services Act (DSA) and the Digital Markets Act (DMA)
In 2022, European Commission reached agreement on the
• Digital Markets Act (DMA)
• Digital Services Act (DSA)
= New EU rules to create a safer and more open digital space
Digital services = online services, from simple websites to internet infrastructure
services and online platforms.
The DSA and DMA have two main goals:
1) to create a safer digital space in which the fundamental rights of all users of
digital services are protected.
2) to establish a level playing field to foster innovation, growth, and
competitiveness, both in the European Single Market and globally.
- Make algorithmic recommendation systems transparent
- Regulate political advertising and misinformation
- Prevent abusive dominance by “gatekeeper” platforms
Target big tech platforms
→ more clarity and accountability
AI act
The "AI Act" is referenced as an emerging policy intended to regulate new
technologies
In the European Union, the AI Act is being introduced as an additional
regulatory measure alongside the General Data Protection Regulation
(GDPR), the Digital Services Act (DSA), and the Digital Markets Act (DMA)
7
PERSUASIVE
COMMUNICATION
SAMENVATTING
2025-2026
,Cluster I: the digital marketing
landscape
Intro to digital marketing
What is marketing?
• Creating value for your stakeholders (in this case we talk about consumers,
B2C)
• Marketing = it’s the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.” (American Marketing
Association)
What is digital marketing?
• All marketing efforts that use digital technology
• Online marketing efforts
• Digital marketing = all online marketing efforts, encompassing any strategy or
tactic that uses digital technology, including the internet, mobile phones, and
other digital media to reach and engage customers.
What is digital advertising?
• Digital advertising = the process of publishing promotional material through
online platforms such as social media, search engines, websites, and any
other program that can be accessed digitally.
• = a subset of digital marketing
Why is digital advertising so powerful? Key advantages
Digital marketing is powerful due to several core advantages over traditional
methods:
1) Measurability:
o Track everything
o Track performance in real-time with precise metrics, instant feedback >
higher ROI
o You have more qualitative insights of how your marketing is performing,
which leads to a higher investment
1
, Enables data-driven decisions
o Ex. Google Analytics shows where users drop off on your website.
2) Precise targeting:
o you don’t have to speak to a broad audience, you can target specific
audiences based on:
Demographics
Interests
Behavior
Location
No more mass messaging — it's about relevance
3) Personalization:
o From emails to landing pages to ads > content can be tailored to
individual users
o The content is adapted to the individual
4) Interactivity:
o Users can comment, share, click, and chat, making communication a
two-way street that builds connections and feedback loops
You get feedback from your consumer, how they’re liking your
ad
5) Speed & flexibility:
o Campaigns can launch and be A/B tested almost instantly, allowing
real-time adaptation and optimization, making it highly agile
compared to traditional media
6) Cost – effectiveness:
o Digital ads are scalable, allowing small budgets to start and grow
based on what works
o You can have very effective ads for a very small budget
7) Cross-channel integration:
o Creating consistent customer journeys across platforms and devices
8) Global scalability:
o Accessible for brands of any size with worldwide reach
o It’s very easy to reach a big audience, which is interesting for small
companies
2
,Evolution in digital marketing
Web 1.0
• Start 1990: characterized by static websites (read-only) where brands
published content and users consumed it
• The first wave included banner ads and email newsletters, utilizing a Pay-for-
Placement (P4P) model
brands bought spaces in papers, back in the day it was very
difficult to have insights who saw the banner or who was
interested in the banner
Search advertising: the rise of search engines led to the birth of search
advertising based on intent, marked by the introduction of Google AdWords
and the Pay-per-Click (PPC) model: you pay when it is clicked on → the start
of trackable, measurable performance marketing
Web 2.0
• This era became social and participatory
• Instead of broadcasting, there’s now interactivity
• The rise of native advertising: first there were banners everywhere, they started
to ignore it, then native adverting started to rise (it gives the look and the feel
of content)
• Focus on people: a landscape where people started to engage (two-way
communication)
• The likes and shares or comments became a token of how your ads were
working → engagement is important for the algorithm
• People started to create content (from users to creators) = UGC
• UGC influences brand perception: other users in the environment trust people
more than brands itself
• As a consequence, the rise of influencer marketing: brands are collaborating
with users/influencers → we feel a connection with these people
• It also saw the Pocket-Sized Revolution (mobile-friendly design, push
notifications)
All those changes made the digital marketing very complex:
programmatic advertising = ad buying, placement, and personalized
targeting using real-time bidding
3
, It gets a lot easier to target the right message to the right people on the
right place
Content was often times community-driven, more social, quite reactive
Web 3.0
• Web 3.0 = the smart web, no platforms anymore but systems
• Web 3.0 is defined by data, prediction, and automation
• It moves toward the semantic web which uses AI and machine learning to
understand context, intent, and user needs
• It’s different from traditional search engines, which simplify literally match what
users are typing
Semantic: it’s more than matching keywords
• NLP, a branch of AI, enables computers to comprehend, generate, and
manipulate human language. These mechanisms help systems understand
why consumers are typing what they are typing. NLP is implemented in tools
like chatbots and voice assistants.
• AI: they allow marketeers to create and adapt content rapidly
• Web 3.0 facilitates personalization: more targeted
For example: Spotify wrapped, Spotify daylist, Netflix recommendations
• The focus shifts to behavioral targeting and micro-moment marketing, where
ads are triggered by user signals rather than scheduled
Web 4.0
• Integrated those smart systems in our everyday environment
• Web 4.0 is based on the futuristic concept of ubiquitous computing where
technology seamlessly integrates into the environment without being intrusive
("calm computing")
Calm computing = integrated smart systems functioning in the
background without constantly demanding the user's attention
Mark Weiser, a key figure in computer science, highlighted this idea,
stating that in the future, computers will be everywhere, seamlessly
integrated into the world at large, and users will simply "not notice their
presence
• This seamless integration between the physical and digital realms leads to
ambient intelligence and is driven by the Internet of Things (IoT).
4
, IoT = a network of physical devices, appliances, vehicles, and other
objects embedded with sensors, software, and network connectivity,
allowing them to collect and share data.
Connectivity is a key characteristic of IoT.
• Web 4.0 systems are expected to anticipate user needs before they are even
expressed.
Big data
• Big data = large, complex datasets generated from various digital sources.
This era, defined by expansive data collection and rapid speed, is also known
as the fourth industrial revolution
• Big data is characterized by a framework of essential characteristics,
commonly referred to as the 4 V's, which are widely accepted:
1) Volume: This is the "big" in big data
o It represents the massive amounts of data generated every second
across digital platforms. This volume includes clicks, impressions,
purchase history, and browsing behavior, requiring effective strategies
for managing and storing the sheer amount of data
2) Variety: This involves a diverse gamut of structured and unstructured data
o Structured data is highly organized (e.g., click-through rates), while
unstructured data lacks a recognized structure (e.g., social media
posts)
3) Velocity: This is the speed at which data is processed
o It refers to how quickly data is generated and must be handled, often
influenced by the number of sensors on IoT-enabled devices. A higher
velocity rate makes the data more valuable
4) Veracity: This refers to the reliability and quality of data
o Among advertising and marketing practitioners surveyed, a majority
agreed that big data exhibits these characteristics: Variety (69%
agreement), Volume (64% agreement), Velocity (50% agreement), and
Veracity (50% agreement)
• Big data allows companies to predict what users will do next, respond instantly
to changes, perform fine-grained segmentation, and orchestrate messaging
in real-time.
• Data sources include first-party (direct from advertiser, e.g., CRM), second-
party data (shared from partners), and third-party data (aggregated from
external providers).
5
,Regulation & consumer protection
Marketing in the digital age
• However, digital data collection also has a darker side:
1) Information control by global technology giants
This control often results in unfair conditions for businesses using these
platforms and reduced choice for consumers.
2) Information overload and chronic distraction
The media landscape is often described as cluttered, contributing to
feelings of advertising fatigue among consumers.
Consumers instinctively block out all but the most relevant, compelling,
or entertaining messages to process this abundance of stimuli.
This avoidance behavior can be cognitive, such as ignoring ads, or
behavioral, like using ad blockers.
3) The threat of privacy invasion
Compromised privacy
Invasion of personal space
Loss of control over personal information
.
4) Threat of gathering data with vulnerable groups
Such as children, who may not understand what information is valuable
or how it will be used.
Internal research conducted by Meta (Facebook) was found to show
awareness of the negative impact on teenagers, yet the company
reportedly failed to act on this information, this highlights the need for
specific regulations to protect these groups
5) Threat of flawed, dishonest, fake data
The rise of generative AI tools introduces these threats regarding the
truthfulness and reliability of content
Which problems?
• Trade and exchange of illegal goods, services and online content
• Manipulative misuse of algorithms (echo chambers, disinformation, harmful
purposes)
6
, • Some large platforms control important ecosystems in the digital economy
(monopolies). Have power to act as private rule-makers, resulting in unfair
conditions for businesses using these platforms and less choice for consumers.
GDPR
= General Data Protection Regulation (2018)
= it mandates explicit consent for data processing and enforces transparency about
how data is used:
What data they collect
How they use it
Who they share it with
How long they store it
Digital Services Act (DSA) and the Digital Markets Act (DMA)
In 2022, European Commission reached agreement on the
• Digital Markets Act (DMA)
• Digital Services Act (DSA)
= New EU rules to create a safer and more open digital space
Digital services = online services, from simple websites to internet infrastructure
services and online platforms.
The DSA and DMA have two main goals:
1) to create a safer digital space in which the fundamental rights of all users of
digital services are protected.
2) to establish a level playing field to foster innovation, growth, and
competitiveness, both in the European Single Market and globally.
- Make algorithmic recommendation systems transparent
- Regulate political advertising and misinformation
- Prevent abusive dominance by “gatekeeper” platforms
Target big tech platforms
→ more clarity and accountability
AI act
The "AI Act" is referenced as an emerging policy intended to regulate new
technologies
In the European Union, the AI Act is being introduced as an additional
regulatory measure alongside the General Data Protection Regulation
(GDPR), the Digital Services Act (DSA), and the Digital Markets Act (DMA)
7
