DIGITAL MARKETING
Engels
,Inhoud
Cluster I:The Digital Advertising Landscape : Defining Digital Marketing ............................................... 4
Marketing (r)evolution ........................................................................................................................ 4
AR & VR ............................................................................................................................................... 4
AI advertising ....................................................................................................................................... 4
Capability to be measured .................................................................................................................. 6
Big data ............................................................................................................................................ 6
Marketing in the digital age .............................................................................................................. 7
Regulations .......................................................................................................................................... 7
Customer engagement ........................................................................................................................ 8
Willingness to accept technology .................................................................................................... 8
Cluster II: Digital marketing Strategy....................................................................................................... 9
Definition ............................................................................................................................................. 9
Strategic marketing planning ............................................................................................................ 10
Audit & Situation Analysis ................................................................................................................. 10
Internal factors: organization review .............................................................................................. 10
Customer Insights (targets) ........................................................................................................... 11
External factors: Macro-environment analysis and stakeholders .................................................. 12
External factors: Competitor review............................................................................................... 13
Strategy ............................................................................................................................................. 14
The social strategy cone ................................................................................................................ 14
Strategy models ............................................................................................................................. 14
Building the digital marketing plan ................................................................................................... 16
Overview of the strategy and objectives ........................................................................................ 16
Segmentation, targeting, positioning ............................................................................................. 16
Selecting tools, channels and tactics............................................................................................. 16
Creative offer/ message ................................................................................................................ 16
Evaluation of resources ................................................................................................................. 17
Media planning .............................................................................................................................. 17
Testing ........................................................................................................................................... 17
Cluster III: The Digital Marketing Toolbox ............................................................................................. 17
Inbound & outbound marketing ....................................................................................................... 18
Platform selection ............................................................................................................................. 18
Study Ahmadi et al. (2023) Congruency and Users’ Sharing on Social Media Platforms: A Novel
Approach for Analyzing Content. ...................................................................................................... 18
Email .................................................................................................................................................. 18
Advantages of email marketing ..................................................................................................... 18
Disadvantages of email marketing ................................................................................................ 19
1
, Planning an email campaign ......................................................................................................... 19
Website ............................................................................................................................................. 19
Podcasts............................................................................................................................................. 20
Social Media ...................................................................................................................................... 20
The Big Tech Slowdown ................................................................................................................ 20
Engagement with social media and social media advertising: The differentiating role of platform
type. ............................................................................................................................................... 20
Which social media platform .......................................................................................................... 21
The honeycomb model of social media ......................................................................................... 21
Paid vs. organic social media marketing ....................................................................................... 21
Cluster IV: SEO & analytics .................................................................................................................... 21
SEO .................................................................................................................................................... 21
Q&A ............................................................................................................................................... 24
Google Search Console ................................................................................................................ 25
Analytics ............................................................................................................................................ 25
Google ads, google tag manager & google my business ................................................................... 27
Google ads .................................................................................................................................... 27
Google Tag Manager ..................................................................................................................... 27
Google My Business ...................................................................................................................... 28
Cluster V: (ethics in) E-commerce ......................................................................................................... 28
Becom ................................................................................................................................................ 28
Merkado ............................................................................................................................................ 29
Bol ...................................................................................................................................................... 30
Cluster VI: Influencer marketing ........................................................................................................... 31
Virtual influencer marketing ............................................................................................................. 31
INFLUO UGent ................................................................................................................................... 31
Influencer marketing ...................................................................................................................... 32
Media- en innovatieweek ...................................................................................................................... 32
AI en ethiek in marketing .................................................................................................................. 32
Presentations......................................................................................................................................... 32
Virtual influencers ............................................................................................................................. 32
VR ...................................................................................................................................................... 33
AI personalized video advertising ..................................................................................................... 33
Computer – generated imagery (CGI) ............................................................................................... 34
Native advertising.............................................................................................................................. 34
AI – generated chatbot...................................................................................................................... 35
Deep fakes ......................................................................................................................................... 35
2
, Metaverse.......................................................................................................................................... 35
Shoppable ads ................................................................................................................................... 36
Livestream shopping ......................................................................................................................... 36
Facial recognition and digital-out-of-home advertising (DOOH) ...................................................... 37
Nanotechnology ................................................................................................................................ 37
3
Engels
,Inhoud
Cluster I:The Digital Advertising Landscape : Defining Digital Marketing ............................................... 4
Marketing (r)evolution ........................................................................................................................ 4
AR & VR ............................................................................................................................................... 4
AI advertising ....................................................................................................................................... 4
Capability to be measured .................................................................................................................. 6
Big data ............................................................................................................................................ 6
Marketing in the digital age .............................................................................................................. 7
Regulations .......................................................................................................................................... 7
Customer engagement ........................................................................................................................ 8
Willingness to accept technology .................................................................................................... 8
Cluster II: Digital marketing Strategy....................................................................................................... 9
Definition ............................................................................................................................................. 9
Strategic marketing planning ............................................................................................................ 10
Audit & Situation Analysis ................................................................................................................. 10
Internal factors: organization review .............................................................................................. 10
Customer Insights (targets) ........................................................................................................... 11
External factors: Macro-environment analysis and stakeholders .................................................. 12
External factors: Competitor review............................................................................................... 13
Strategy ............................................................................................................................................. 14
The social strategy cone ................................................................................................................ 14
Strategy models ............................................................................................................................. 14
Building the digital marketing plan ................................................................................................... 16
Overview of the strategy and objectives ........................................................................................ 16
Segmentation, targeting, positioning ............................................................................................. 16
Selecting tools, channels and tactics............................................................................................. 16
Creative offer/ message ................................................................................................................ 16
Evaluation of resources ................................................................................................................. 17
Media planning .............................................................................................................................. 17
Testing ........................................................................................................................................... 17
Cluster III: The Digital Marketing Toolbox ............................................................................................. 17
Inbound & outbound marketing ....................................................................................................... 18
Platform selection ............................................................................................................................. 18
Study Ahmadi et al. (2023) Congruency and Users’ Sharing on Social Media Platforms: A Novel
Approach for Analyzing Content. ...................................................................................................... 18
Email .................................................................................................................................................. 18
Advantages of email marketing ..................................................................................................... 18
Disadvantages of email marketing ................................................................................................ 19
1
, Planning an email campaign ......................................................................................................... 19
Website ............................................................................................................................................. 19
Podcasts............................................................................................................................................. 20
Social Media ...................................................................................................................................... 20
The Big Tech Slowdown ................................................................................................................ 20
Engagement with social media and social media advertising: The differentiating role of platform
type. ............................................................................................................................................... 20
Which social media platform .......................................................................................................... 21
The honeycomb model of social media ......................................................................................... 21
Paid vs. organic social media marketing ....................................................................................... 21
Cluster IV: SEO & analytics .................................................................................................................... 21
SEO .................................................................................................................................................... 21
Q&A ............................................................................................................................................... 24
Google Search Console ................................................................................................................ 25
Analytics ............................................................................................................................................ 25
Google ads, google tag manager & google my business ................................................................... 27
Google ads .................................................................................................................................... 27
Google Tag Manager ..................................................................................................................... 27
Google My Business ...................................................................................................................... 28
Cluster V: (ethics in) E-commerce ......................................................................................................... 28
Becom ................................................................................................................................................ 28
Merkado ............................................................................................................................................ 29
Bol ...................................................................................................................................................... 30
Cluster VI: Influencer marketing ........................................................................................................... 31
Virtual influencer marketing ............................................................................................................. 31
INFLUO UGent ................................................................................................................................... 31
Influencer marketing ...................................................................................................................... 32
Media- en innovatieweek ...................................................................................................................... 32
AI en ethiek in marketing .................................................................................................................. 32
Presentations......................................................................................................................................... 32
Virtual influencers ............................................................................................................................. 32
VR ...................................................................................................................................................... 33
AI personalized video advertising ..................................................................................................... 33
Computer – generated imagery (CGI) ............................................................................................... 34
Native advertising.............................................................................................................................. 34
AI – generated chatbot...................................................................................................................... 35
Deep fakes ......................................................................................................................................... 35
2
, Metaverse.......................................................................................................................................... 35
Shoppable ads ................................................................................................................................... 36
Livestream shopping ......................................................................................................................... 36
Facial recognition and digital-out-of-home advertising (DOOH) ...................................................... 37
Nanotechnology ................................................................................................................................ 37
3
