Digital marketing
Contents
Digital marketing ...................................................................................................................................... 1
Lecture 1: Introduction......................................................................................................................... 3
1.1: Intro in the digital age ............................................................................................................... 3
1.2: Marketing in the digital age ...................................................................................................... 9
1.3: Customers in the digital age .................................................................................................... 17
Lecture 2 : Digital Marketing Plan ...................................................................................................... 24
2.1: SOSTAC – Framework to build a plan ...................................................................................... 24
2.2: Audit ........................................................................................................................................ 25
2.3: Plan / strategy ......................................................................................................................... 35
2.4: Objectives ................................................................................................................................ 44
2.5: Tools and tactics ...................................................................................................................... 49
2.6: Intro into performance measurement .................................................................................... 53
2.7: Resources and budget ............................................................................................................. 57
Lecture 3: Inbound marketing & toolbox ........................................................................................... 59
3.1: Inbound marketing .................................................................................................................. 59
3.2: Toolbox .................................................................................................................................... 68
Lecture 4: Online advertising ............................................................................................................. 83
4.1: Intro in online advertising ....................................................................................................... 83
4.2: Ad formats ............................................................................................................................... 85
4.3: The revolution of audience targeting ...................................................................................... 89
4.4: Pricing models ......................................................................................................................... 91
4.5: The complex landscape of display ........................................................................................... 94
4.6: Affiliate marketing and partnerships ....................................................................................... 98
4.7: Glossary and KPIs .................................................................................................................... 99
4.8: Attribution models ................................................................................................................ 104
4.9: Guest lecture – Welcome to the world of programmatic advertising – Semetis.................. 107
Lecture 5: Social media marketing ................................................................................................... 109
5.1: SMM ...................................................................................................................................... 109
5.2: SMM strategy (SELF-STUDY) .................................................................................................. 112
5.3: SMM intelligence................................................................................................................... 119
5.4: Social Content production ..................................................................................................... 133
5.5: Engagement, virality & UGC .................................................................................................. 139
1
, 5.6: Influencer marketing ............................................................................................................. 145
5.7 Social ads (SELF-STUDY) ......................................................................................................... 152
5.8: Focus on social selling (SELF-STUDY) ..................................................................................... 156
5.9: Trends & best practices (appendix) ....................................................................................... 158
Lecture 6: Video marketing .............................................................................................................. 159
Lecture 7: Web analytics .................................................................................................................. 160
7.1: Introduction........................................................................................................................... 160
7.2: Qualitative tools .................................................................................................................... 161
7.3: Quantitative tools .................................................................................................................. 164
7.4: Google analytics .................................................................................................................... 168
Lecture 8: Bring everything together ............................................................................................... 169
8.1: Bring everything together in a DM plan ................................................................................ 169
8.2: Guest lecture: Stichted – see slides....................................................................................... 170
8.3: Guest Lecture – BAM............................................................................................................. 171
2
,Lecture 1: Introduction
1.1: Intro in the digital age
Welcome to the digital age
A day in our digital multi media and multi device life: multiple digital touchpoints enable digital
marketeers to understand social identity.
Almost all aspects of life have become digital: communication, paying, doing taxes, shopping
Our days are filled with digital multi-media & multi-device engagements. These touchpoints enable
data marketeers to understand social identity.
Different types of technologies can help you gain a more immersive experience, such as
- Augmented Reality (AR): real world with digital elements on top
- Virtual Reality (VR): fully digital world
- Mixed Reality (MR): real world with digital elements, where digital can
interact with physical (snapchat filters)
And are all part of the Extended Reality (XR), these help you optimiser the UX or User Experience
thanks to these opportunities
3
, Ubiquitous computing = The use of computers are/will be everywhere & whenever you want. Was
predicted in the 1990s
- In the future, there will be
computers everywhere and we
will not notice their presence.
They will just be there,
seamlessly integrated into the
world at large
Technology is neither good nor bad. Its what you do with it that makes the difference
4
Contents
Digital marketing ...................................................................................................................................... 1
Lecture 1: Introduction......................................................................................................................... 3
1.1: Intro in the digital age ............................................................................................................... 3
1.2: Marketing in the digital age ...................................................................................................... 9
1.3: Customers in the digital age .................................................................................................... 17
Lecture 2 : Digital Marketing Plan ...................................................................................................... 24
2.1: SOSTAC – Framework to build a plan ...................................................................................... 24
2.2: Audit ........................................................................................................................................ 25
2.3: Plan / strategy ......................................................................................................................... 35
2.4: Objectives ................................................................................................................................ 44
2.5: Tools and tactics ...................................................................................................................... 49
2.6: Intro into performance measurement .................................................................................... 53
2.7: Resources and budget ............................................................................................................. 57
Lecture 3: Inbound marketing & toolbox ........................................................................................... 59
3.1: Inbound marketing .................................................................................................................. 59
3.2: Toolbox .................................................................................................................................... 68
Lecture 4: Online advertising ............................................................................................................. 83
4.1: Intro in online advertising ....................................................................................................... 83
4.2: Ad formats ............................................................................................................................... 85
4.3: The revolution of audience targeting ...................................................................................... 89
4.4: Pricing models ......................................................................................................................... 91
4.5: The complex landscape of display ........................................................................................... 94
4.6: Affiliate marketing and partnerships ....................................................................................... 98
4.7: Glossary and KPIs .................................................................................................................... 99
4.8: Attribution models ................................................................................................................ 104
4.9: Guest lecture – Welcome to the world of programmatic advertising – Semetis.................. 107
Lecture 5: Social media marketing ................................................................................................... 109
5.1: SMM ...................................................................................................................................... 109
5.2: SMM strategy (SELF-STUDY) .................................................................................................. 112
5.3: SMM intelligence................................................................................................................... 119
5.4: Social Content production ..................................................................................................... 133
5.5: Engagement, virality & UGC .................................................................................................. 139
1
, 5.6: Influencer marketing ............................................................................................................. 145
5.7 Social ads (SELF-STUDY) ......................................................................................................... 152
5.8: Focus on social selling (SELF-STUDY) ..................................................................................... 156
5.9: Trends & best practices (appendix) ....................................................................................... 158
Lecture 6: Video marketing .............................................................................................................. 159
Lecture 7: Web analytics .................................................................................................................. 160
7.1: Introduction........................................................................................................................... 160
7.2: Qualitative tools .................................................................................................................... 161
7.3: Quantitative tools .................................................................................................................. 164
7.4: Google analytics .................................................................................................................... 168
Lecture 8: Bring everything together ............................................................................................... 169
8.1: Bring everything together in a DM plan ................................................................................ 169
8.2: Guest lecture: Stichted – see slides....................................................................................... 170
8.3: Guest Lecture – BAM............................................................................................................. 171
2
,Lecture 1: Introduction
1.1: Intro in the digital age
Welcome to the digital age
A day in our digital multi media and multi device life: multiple digital touchpoints enable digital
marketeers to understand social identity.
Almost all aspects of life have become digital: communication, paying, doing taxes, shopping
Our days are filled with digital multi-media & multi-device engagements. These touchpoints enable
data marketeers to understand social identity.
Different types of technologies can help you gain a more immersive experience, such as
- Augmented Reality (AR): real world with digital elements on top
- Virtual Reality (VR): fully digital world
- Mixed Reality (MR): real world with digital elements, where digital can
interact with physical (snapchat filters)
And are all part of the Extended Reality (XR), these help you optimiser the UX or User Experience
thanks to these opportunities
3
, Ubiquitous computing = The use of computers are/will be everywhere & whenever you want. Was
predicted in the 1990s
- In the future, there will be
computers everywhere and we
will not notice their presence.
They will just be there,
seamlessly integrated into the
world at large
Technology is neither good nor bad. Its what you do with it that makes the difference
4
