DIGITAL MARKETING
LES 1: INTRODUCTIELES
WELCOME TO THE DIGITAL MARKETING AGE
Definition
- Digital Marketing:
“any marketing methods conducted through electronic devices which utilize some form of a computer. This
includes online marketing efforts conducted on the internet.” (American Marketing Association)
- Digital Advertising
… advertising that employs digital technology (hardware, soft-ware, and communication technologies) in the
execution of marketing plans (Boddu et al., 2022).
DIGITAL MARKETING (R)EVOLUTION
STARTING FROM A VISIONARY QUOTE …
“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”
= Concept of “calm computing” and “ubiquitous computing”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center) (1952 –1999)
TO “UBIQUITOUS COMPUTING”
Vb. Calling siri to ask questions or a device that measures heartrate of the baby (prevention of baby that stops
breathing). Was not known 3 years ago and now something that you ‘should have’.
TO A MARKETING (R)EVOLUTION
Technological innovations stress the critical importance of moving modern marketing into the digital age.
FIRST WEB AD 1994
First web ad was a banner
“It was an advertisement for AT&T on HotWired.com in 1994, and people clicked on it like crazy.” -> 44% CTR
“Part of AT&T’s larger “You Will” campaign, which included a series of television commercials featuring
predicted scenes from an internet-enabled future—in many cases quite accurately.”
TARGETTED ADS IN SOCIAL MEDIA
Based on what you click, personalized ads
Bv. on Tiktok too
,EMAILMARKETING
Quite often used: you can get a lot of data from it (bv. CTR)
STREAMING SERVICES
Recently hot again. It was free, but ads will be integrated. There will be a cheaper version when you accept ads.
Bv. Netflix, Disney+
AUGMENTED REALITY IN ADVERTISING
= Ads a new layer on the existing reality
Bv. Burger King app, Ikea Catalogue
VIRTUAL REALITY IN ADVERTISING
= Creates a new virtual space
SEO
= Search engine optimization
- Search ad: by putting in input or searching on the web (proactively looking for ads)
- Display ad: info because it matches with the page or because it is targeted by advertisers (not looking
for ads)
AI
Bv. IBM cases (show how they use AI to connect with customers)
MARKETING IN THE DIGITAL AGE
“There are hundreds of thousands of people who were trained and mentored, and studied classical marketing,
and they got good at it… Unfortunately, the world has changed – and that education is no longer relevant.”
“Marketers are facing a dilemma: They aren’t sure what’s working, they’re feeling underequipped to meet the
challenges of digital, and they’re having a tough time keeping up with the pace of change in the industry…
What’s worse, no one hands you a playbook on how to make it all work.”
• The old mindset of marketing products by creating expensive campaigns around classic advertising
media is becoming obsolete
o Classic advertising vehicles can still play an important role
o But: they must be integrated with newer ICT vehicles that make up our digital world!
→ A new, digital mindset is needed!
,LES 2: DIGITAL MARKETING: A WHOLE NEW WORLD
1.DIGITAL MARKETING = DRIVEN BY (CUSTOMER AND EMPLOYEE) TECHNOLOGY ACCEPTANCE
Digital disruption = major marketplace changes or sector transformation following the application of
technology
• Examples:
o 1995: Amazon disrupted the traditional book-selling market (suddenly online)
o 1997: Netflix disrupted the traditional video-hire market (no longer buying)
o 2008: Airbnb disrupted the accommodation sector
o 2009: Uber disrupted taxi services
o 2022?
TECHNOLOGY ACCEPTANCE MODEL (TAM)
• In 1989, acceptance of technology was a major challenge
• Computers were introduced in the workplace
→ Difficulties in comprehending benefits
→ Difficult to persuade companies to adopt new technologies (e.g., email)
• Davis (1989)
o Can we predict system usage?
o Testing the adoption of new technology based on positive attitudes towards the perceived
client benefit and the user experience
→ Technology Acceptance Model (TAM)
• TAM considers positive attitudes towards:
Perceived usefulness
Perceived ease of use
, → Overview of how perceived usefulness and
perceived ease of use can be measured
→ ‘Email’ could be replaced with another type of
technology
(e.g. AR, personal drones, specific apps)
• Model has been extended multiple times to
make it more relevant to today’s environment (niet kennen, gewoon veel toegevoegd doorheen de
jaren)
o TAM 2: + social influence and cognitive instrumental processes (Venkatesh & Davis, 2000;
Venkatesh, 2000)
o Unified Theory of Acceptance and Use of Technology (UTAUT): + social influence and
facilitating conditions (Venkatesh et al., 2003)
o TAM 3, applied to e-commerce: + effects of trust and perceived risk (Venkatesh & Bala, 2008)
TAM – ALSO RELEVANT FOR MARKETEERS
We all differ in how much we understand/accept digital media – also marketeers
= Reflection of differences in personal values and world view
• There is no such thing as “one profile” for “a typical digital marketeer”
• Different channels, customers, skill sets, programs used, …
2. CAPABILITY TO BE MEASURED
• Digital footprint = large quantity of information that may be used as input for marketing research
• Machine learning (ML) can help understand historic information and aid in the planning of future
operations
• Big Data
BIG DATA
• Range of different sources
o Business sales records
o Results of research (e.g. Nielsen)
o Social media news feeds
LES 1: INTRODUCTIELES
WELCOME TO THE DIGITAL MARKETING AGE
Definition
- Digital Marketing:
“any marketing methods conducted through electronic devices which utilize some form of a computer. This
includes online marketing efforts conducted on the internet.” (American Marketing Association)
- Digital Advertising
… advertising that employs digital technology (hardware, soft-ware, and communication technologies) in the
execution of marketing plans (Boddu et al., 2022).
DIGITAL MARKETING (R)EVOLUTION
STARTING FROM A VISIONARY QUOTE …
“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”
= Concept of “calm computing” and “ubiquitous computing”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center) (1952 –1999)
TO “UBIQUITOUS COMPUTING”
Vb. Calling siri to ask questions or a device that measures heartrate of the baby (prevention of baby that stops
breathing). Was not known 3 years ago and now something that you ‘should have’.
TO A MARKETING (R)EVOLUTION
Technological innovations stress the critical importance of moving modern marketing into the digital age.
FIRST WEB AD 1994
First web ad was a banner
“It was an advertisement for AT&T on HotWired.com in 1994, and people clicked on it like crazy.” -> 44% CTR
“Part of AT&T’s larger “You Will” campaign, which included a series of television commercials featuring
predicted scenes from an internet-enabled future—in many cases quite accurately.”
TARGETTED ADS IN SOCIAL MEDIA
Based on what you click, personalized ads
Bv. on Tiktok too
,EMAILMARKETING
Quite often used: you can get a lot of data from it (bv. CTR)
STREAMING SERVICES
Recently hot again. It was free, but ads will be integrated. There will be a cheaper version when you accept ads.
Bv. Netflix, Disney+
AUGMENTED REALITY IN ADVERTISING
= Ads a new layer on the existing reality
Bv. Burger King app, Ikea Catalogue
VIRTUAL REALITY IN ADVERTISING
= Creates a new virtual space
SEO
= Search engine optimization
- Search ad: by putting in input or searching on the web (proactively looking for ads)
- Display ad: info because it matches with the page or because it is targeted by advertisers (not looking
for ads)
AI
Bv. IBM cases (show how they use AI to connect with customers)
MARKETING IN THE DIGITAL AGE
“There are hundreds of thousands of people who were trained and mentored, and studied classical marketing,
and they got good at it… Unfortunately, the world has changed – and that education is no longer relevant.”
“Marketers are facing a dilemma: They aren’t sure what’s working, they’re feeling underequipped to meet the
challenges of digital, and they’re having a tough time keeping up with the pace of change in the industry…
What’s worse, no one hands you a playbook on how to make it all work.”
• The old mindset of marketing products by creating expensive campaigns around classic advertising
media is becoming obsolete
o Classic advertising vehicles can still play an important role
o But: they must be integrated with newer ICT vehicles that make up our digital world!
→ A new, digital mindset is needed!
,LES 2: DIGITAL MARKETING: A WHOLE NEW WORLD
1.DIGITAL MARKETING = DRIVEN BY (CUSTOMER AND EMPLOYEE) TECHNOLOGY ACCEPTANCE
Digital disruption = major marketplace changes or sector transformation following the application of
technology
• Examples:
o 1995: Amazon disrupted the traditional book-selling market (suddenly online)
o 1997: Netflix disrupted the traditional video-hire market (no longer buying)
o 2008: Airbnb disrupted the accommodation sector
o 2009: Uber disrupted taxi services
o 2022?
TECHNOLOGY ACCEPTANCE MODEL (TAM)
• In 1989, acceptance of technology was a major challenge
• Computers were introduced in the workplace
→ Difficulties in comprehending benefits
→ Difficult to persuade companies to adopt new technologies (e.g., email)
• Davis (1989)
o Can we predict system usage?
o Testing the adoption of new technology based on positive attitudes towards the perceived
client benefit and the user experience
→ Technology Acceptance Model (TAM)
• TAM considers positive attitudes towards:
Perceived usefulness
Perceived ease of use
, → Overview of how perceived usefulness and
perceived ease of use can be measured
→ ‘Email’ could be replaced with another type of
technology
(e.g. AR, personal drones, specific apps)
• Model has been extended multiple times to
make it more relevant to today’s environment (niet kennen, gewoon veel toegevoegd doorheen de
jaren)
o TAM 2: + social influence and cognitive instrumental processes (Venkatesh & Davis, 2000;
Venkatesh, 2000)
o Unified Theory of Acceptance and Use of Technology (UTAUT): + social influence and
facilitating conditions (Venkatesh et al., 2003)
o TAM 3, applied to e-commerce: + effects of trust and perceived risk (Venkatesh & Bala, 2008)
TAM – ALSO RELEVANT FOR MARKETEERS
We all differ in how much we understand/accept digital media – also marketeers
= Reflection of differences in personal values and world view
• There is no such thing as “one profile” for “a typical digital marketeer”
• Different channels, customers, skill sets, programs used, …
2. CAPABILITY TO BE MEASURED
• Digital footprint = large quantity of information that may be used as input for marketing research
• Machine learning (ML) can help understand historic information and aid in the planning of future
operations
• Big Data
BIG DATA
• Range of different sources
o Business sales records
o Results of research (e.g. Nielsen)
o Social media news feeds
