Chapter 1: digital culture and marketing...........................................................................6
1. The world has changed................................................................................................. 6
1.1 The era before the internet............................................................................................................. 6
1.2 The era with the internet................................................................................................................ 6
1.3 Welcome to the new normal........................................................................................................... 6
2. What is digital culture?................................................................................................. 6
3. What is digital transformation?.....................................................................................6
4. What is digital marketing?............................................................................................ 6
4.1 Different screens............................................................................................................................ 7
5. Who is the digital consumer?........................................................................................7
6. Is traditional marketing dead?.......................................................................................8
6.1 Four P’s........................................................................................................................................... 8
6.2 Growth strategies of Ansoff............................................................................................................ 8
Chapter 2: digital marketing audit.....................................................................................8
1. Introduction................................................................................................................. 8
1.1 The situation analysis..................................................................................................................... 9
2. Marketing and brand audit............................................................................................ 9
2.1 Maturity assessment....................................................................................................................... 9
2.1.1 Different levels......................................................................................................................... 9
2.2 The technology............................................................................................................................... 9
2.3 Digital assets and online presence................................................................................................ 10
2.3.1 The digital marketing trifecta.................................................................................................. 10
2.3.2 Quesenberry’s 5Ws model for a social media audit................................................................10
2.4 Brand awareness and sentiment................................................................................................... 10
2.5 Define your brand identity............................................................................................................ 10
3. Market research.......................................................................................................... 11
3.1 Identify consumer trends.............................................................................................................. 11
3.2 Competitor benchmarking............................................................................................................ 11
3.3 Target your audience.................................................................................................................... 12
4. Network analysis........................................................................................................ 12
4.1 Thought leaders............................................................................................................................ 12
4.2 Online press mentions.................................................................................................................. 12
4.3 Online influencers......................................................................................................................... 12
4.4 Review sites.................................................................................................................................. 12
4.5 Online communities...................................................................................................................... 12
5. Customer centricity..................................................................................................... 12
Chapter 3: digital consumer behavior..............................................................................13
1
,1. How does your consumer find your company/brand?.....................................................13
2. The customer journey.................................................................................................13
2.1 The moment of truth..................................................................................................................... 13
2.2 Models of customer journeys........................................................................................................ 14
2.2.1 AIDA model (1900s)................................................................................................................ 14
2.2.2 McKinsey’s consumer decision journey (2009).......................................................................15
2.2.3 Pedowitz group loop................................................................................................................ 15
2.2.4 Race model............................................................................................................................. 16
2.2.5 Google customer journey........................................................................................................ 16
2.3 Touchpoints................................................................................................................................... 17
3. Digital consumer decision-making process...................................................................18
3.1 Model by Mothersbaug et al., 2020............................................................................................... 18
4. Revenue models......................................................................................................... 18
Chapter 4: digital marketing optimization........................................................................18
1. Growth hacking.......................................................................................................... 18
2. Marketing automation................................................................................................. 18
3. Search engine optimization (SEO)................................................................................19
4. Newsletter performance optimization..........................................................................19
5. Conversion rate optimization.......................................................................................20
Chapter 5: webdesign and e-commerce............................................................................21
1. Introduction............................................................................................................... 21
1.1 Websites can contribute value...................................................................................................... 21
1.2 Website marketing objectives....................................................................................................... 21
2. Inbound marketing via websites..................................................................................21
2.1 How?............................................................................................................................................. 22
2.2 Inbound vs. outbound marketing.................................................................................................. 22
2.3 Key areas of inbound marketing................................................................................................... 22
3. Website design........................................................................................................... 23
3.1 Importance of the webdesgin........................................................................................................ 23
3.2 Elements of good website design.................................................................................................. 23
4. Website analytics........................................................................................................ 24
5. User experience and websites.....................................................................................24
5.1 UX and websites........................................................................................................................... 24
6. E-commerce platforms................................................................................................ 24
6.1 Ultimate goal is conversion........................................................................................................... 24
6.2 How to design for conversion?...................................................................................................... 25
6.2.1 Giving online advice................................................................................................................ 25
2
, 6.3 Types of e-commerce platforms.................................................................................................... 25
Chapter 6: content marketing..........................................................................................25
1. Introduction............................................................................................................... 25
1.1 Content marketing and its advantages......................................................................................... 25
1.2 Content shock............................................................................................................................... 25
1.2.1 Causes of content shock......................................................................................................... 25
1.2.2 Solutions to content shock...................................................................................................... 26
1.3 Advantages of content marketing................................................................................................. 26
2. The 3H-model to organize your content........................................................................26
3. Content creation......................................................................................................... 27
4. Forms of content......................................................................................................... 27
5. Content distribution....................................................................................................27
5.1 How to get the content to the (potential) customer?....................................................................27
6. Content marketing cycle.............................................................................................27
6.1 Researching the information needs of your potential customer....................................................28
6.2 Deciding on objectives, themes and approaches..........................................................................28
6.3 Creating content........................................................................................................................... 28
6.4 Promoting content........................................................................................................................ 28
6.5 Measuring, evaluating and adjusting............................................................................................ 28
Chapter 7: e-mail marketing............................................................................................ 28
1. Introduction............................................................................................................... 29
1.1 Email marketing objectives........................................................................................................... 29
1.2 Customer journey of e-mail marketing.......................................................................................... 29
1.3 What can you measure?............................................................................................................... 29
2. Setting up a good e-mail marketing plan......................................................................29
2.1 Collect e-mail addresses............................................................................................................... 30
2.2 Use a professional e-mail marketing system.................................................................................30
2.3 Create a good e-mail..................................................................................................................... 30
2.4 Landing pages.............................................................................................................................. 30
2.5 Mind the legal issues..................................................................................................................... 30
3. Keys to success when designing e-mail campagnes......................................................30
3.1 Avoid getting in the SPAM............................................................................................................. 30
4. Types of e-mail campaigns...........................................................................................31
5. CRITICAL-model.......................................................................................................... 32
Chapter 8: digital partnerships........................................................................................33
1. Affiliate marketing...................................................................................................... 33
3
, 1.1 Introduction.................................................................................................................................. 33
1.1.1 What is it?............................................................................................................................... 33
1.1.2 Goals of affiliate marketing..................................................................................................... 33
1.1.3 Advantages for the advertiser................................................................................................33
1.2 Do it yourself or outsourcing?....................................................................................................... 33
1.2.1 Do it yourself.......................................................................................................................... 33
1.2.2 Outsourcing............................................................................................................................ 34
1.3 Types of affiliate websites............................................................................................................. 34
1.4 Promotional materials................................................................................................................... 34
1.5 Payment of the affiliate................................................................................................................. 34
2. Influencer marketing................................................................................................... 34
Chapter 9: mobile marketing........................................................................................... 34
1. Introduction............................................................................................................... 34
2. Types of mobile marketing..........................................................................................35
2.1 Mobile website.............................................................................................................................. 35
2.2 Mobile applications (apps)............................................................................................................ 35
2.3 SMS (promotions).......................................................................................................................... 35
2.4 Augmented reality........................................................................................................................ 35
2.5 Mobile payment............................................................................................................................ 35
2.6 Location based services................................................................................................................ 35
3. Advantages and disadvantages...................................................................................35
3.1 Advantages................................................................................................................................... 36
3.2 Disadvantages.............................................................................................................................. 36
4. Mobile marketing trends............................................................................................. 36
4.1 Accelerated mobile page (AMP).................................................................................................... 36
4.2 Responsive design........................................................................................................................ 36
4.3 Artificial intelligence..................................................................................................................... 36
5. Mobile app strategy....................................................................................................36
6. Mobile measurements................................................................................................. 36
6.1 Mobile app stickiness.................................................................................................................... 37
6.2 Churn rate..................................................................................................................................... 37
7. Do it right!................................................................................................................. 37
Chapter 10: online reputation management.....................................................................37
1. Introduction............................................................................................................... 37
2. Strategies and tactics.................................................................................................38
2.1 Building trust through commitment and credibility.......................................................................38
2.2 Consistency strategies and tactics................................................................................................ 38
2.3 Transparency strategies and tactics............................................................................................. 38
4
1. The world has changed................................................................................................. 6
1.1 The era before the internet............................................................................................................. 6
1.2 The era with the internet................................................................................................................ 6
1.3 Welcome to the new normal........................................................................................................... 6
2. What is digital culture?................................................................................................. 6
3. What is digital transformation?.....................................................................................6
4. What is digital marketing?............................................................................................ 6
4.1 Different screens............................................................................................................................ 7
5. Who is the digital consumer?........................................................................................7
6. Is traditional marketing dead?.......................................................................................8
6.1 Four P’s........................................................................................................................................... 8
6.2 Growth strategies of Ansoff............................................................................................................ 8
Chapter 2: digital marketing audit.....................................................................................8
1. Introduction................................................................................................................. 8
1.1 The situation analysis..................................................................................................................... 9
2. Marketing and brand audit............................................................................................ 9
2.1 Maturity assessment....................................................................................................................... 9
2.1.1 Different levels......................................................................................................................... 9
2.2 The technology............................................................................................................................... 9
2.3 Digital assets and online presence................................................................................................ 10
2.3.1 The digital marketing trifecta.................................................................................................. 10
2.3.2 Quesenberry’s 5Ws model for a social media audit................................................................10
2.4 Brand awareness and sentiment................................................................................................... 10
2.5 Define your brand identity............................................................................................................ 10
3. Market research.......................................................................................................... 11
3.1 Identify consumer trends.............................................................................................................. 11
3.2 Competitor benchmarking............................................................................................................ 11
3.3 Target your audience.................................................................................................................... 12
4. Network analysis........................................................................................................ 12
4.1 Thought leaders............................................................................................................................ 12
4.2 Online press mentions.................................................................................................................. 12
4.3 Online influencers......................................................................................................................... 12
4.4 Review sites.................................................................................................................................. 12
4.5 Online communities...................................................................................................................... 12
5. Customer centricity..................................................................................................... 12
Chapter 3: digital consumer behavior..............................................................................13
1
,1. How does your consumer find your company/brand?.....................................................13
2. The customer journey.................................................................................................13
2.1 The moment of truth..................................................................................................................... 13
2.2 Models of customer journeys........................................................................................................ 14
2.2.1 AIDA model (1900s)................................................................................................................ 14
2.2.2 McKinsey’s consumer decision journey (2009).......................................................................15
2.2.3 Pedowitz group loop................................................................................................................ 15
2.2.4 Race model............................................................................................................................. 16
2.2.5 Google customer journey........................................................................................................ 16
2.3 Touchpoints................................................................................................................................... 17
3. Digital consumer decision-making process...................................................................18
3.1 Model by Mothersbaug et al., 2020............................................................................................... 18
4. Revenue models......................................................................................................... 18
Chapter 4: digital marketing optimization........................................................................18
1. Growth hacking.......................................................................................................... 18
2. Marketing automation................................................................................................. 18
3. Search engine optimization (SEO)................................................................................19
4. Newsletter performance optimization..........................................................................19
5. Conversion rate optimization.......................................................................................20
Chapter 5: webdesign and e-commerce............................................................................21
1. Introduction............................................................................................................... 21
1.1 Websites can contribute value...................................................................................................... 21
1.2 Website marketing objectives....................................................................................................... 21
2. Inbound marketing via websites..................................................................................21
2.1 How?............................................................................................................................................. 22
2.2 Inbound vs. outbound marketing.................................................................................................. 22
2.3 Key areas of inbound marketing................................................................................................... 22
3. Website design........................................................................................................... 23
3.1 Importance of the webdesgin........................................................................................................ 23
3.2 Elements of good website design.................................................................................................. 23
4. Website analytics........................................................................................................ 24
5. User experience and websites.....................................................................................24
5.1 UX and websites........................................................................................................................... 24
6. E-commerce platforms................................................................................................ 24
6.1 Ultimate goal is conversion........................................................................................................... 24
6.2 How to design for conversion?...................................................................................................... 25
6.2.1 Giving online advice................................................................................................................ 25
2
, 6.3 Types of e-commerce platforms.................................................................................................... 25
Chapter 6: content marketing..........................................................................................25
1. Introduction............................................................................................................... 25
1.1 Content marketing and its advantages......................................................................................... 25
1.2 Content shock............................................................................................................................... 25
1.2.1 Causes of content shock......................................................................................................... 25
1.2.2 Solutions to content shock...................................................................................................... 26
1.3 Advantages of content marketing................................................................................................. 26
2. The 3H-model to organize your content........................................................................26
3. Content creation......................................................................................................... 27
4. Forms of content......................................................................................................... 27
5. Content distribution....................................................................................................27
5.1 How to get the content to the (potential) customer?....................................................................27
6. Content marketing cycle.............................................................................................27
6.1 Researching the information needs of your potential customer....................................................28
6.2 Deciding on objectives, themes and approaches..........................................................................28
6.3 Creating content........................................................................................................................... 28
6.4 Promoting content........................................................................................................................ 28
6.5 Measuring, evaluating and adjusting............................................................................................ 28
Chapter 7: e-mail marketing............................................................................................ 28
1. Introduction............................................................................................................... 29
1.1 Email marketing objectives........................................................................................................... 29
1.2 Customer journey of e-mail marketing.......................................................................................... 29
1.3 What can you measure?............................................................................................................... 29
2. Setting up a good e-mail marketing plan......................................................................29
2.1 Collect e-mail addresses............................................................................................................... 30
2.2 Use a professional e-mail marketing system.................................................................................30
2.3 Create a good e-mail..................................................................................................................... 30
2.4 Landing pages.............................................................................................................................. 30
2.5 Mind the legal issues..................................................................................................................... 30
3. Keys to success when designing e-mail campagnes......................................................30
3.1 Avoid getting in the SPAM............................................................................................................. 30
4. Types of e-mail campaigns...........................................................................................31
5. CRITICAL-model.......................................................................................................... 32
Chapter 8: digital partnerships........................................................................................33
1. Affiliate marketing...................................................................................................... 33
3
, 1.1 Introduction.................................................................................................................................. 33
1.1.1 What is it?............................................................................................................................... 33
1.1.2 Goals of affiliate marketing..................................................................................................... 33
1.1.3 Advantages for the advertiser................................................................................................33
1.2 Do it yourself or outsourcing?....................................................................................................... 33
1.2.1 Do it yourself.......................................................................................................................... 33
1.2.2 Outsourcing............................................................................................................................ 34
1.3 Types of affiliate websites............................................................................................................. 34
1.4 Promotional materials................................................................................................................... 34
1.5 Payment of the affiliate................................................................................................................. 34
2. Influencer marketing................................................................................................... 34
Chapter 9: mobile marketing........................................................................................... 34
1. Introduction............................................................................................................... 34
2. Types of mobile marketing..........................................................................................35
2.1 Mobile website.............................................................................................................................. 35
2.2 Mobile applications (apps)............................................................................................................ 35
2.3 SMS (promotions).......................................................................................................................... 35
2.4 Augmented reality........................................................................................................................ 35
2.5 Mobile payment............................................................................................................................ 35
2.6 Location based services................................................................................................................ 35
3. Advantages and disadvantages...................................................................................35
3.1 Advantages................................................................................................................................... 36
3.2 Disadvantages.............................................................................................................................. 36
4. Mobile marketing trends............................................................................................. 36
4.1 Accelerated mobile page (AMP).................................................................................................... 36
4.2 Responsive design........................................................................................................................ 36
4.3 Artificial intelligence..................................................................................................................... 36
5. Mobile app strategy....................................................................................................36
6. Mobile measurements................................................................................................. 36
6.1 Mobile app stickiness.................................................................................................................... 37
6.2 Churn rate..................................................................................................................................... 37
7. Do it right!................................................................................................................. 37
Chapter 10: online reputation management.....................................................................37
1. Introduction............................................................................................................... 37
2. Strategies and tactics.................................................................................................38
2.1 Building trust through commitment and credibility.......................................................................38
2.2 Consistency strategies and tactics................................................................................................ 38
2.3 Transparency strategies and tactics............................................................................................. 38
4
