Digital Marketing lesson 1
Illustrative examples (simple – advanced)
You need to be able to both (i) give and (ii) recognize examples of technological
breakthroughs (e.g., smart products, internet-of-things, drones, chatbots, 3Dprinting,
robotics, etc.), and explain how they affect business, and how they change the way we do
marketing
- Smart products = products, assets and other things embedded with processors,
sensors, software and connectivity that allow data to be exchanged between the
product and its environment, manufacturer, operator/user, and other products and
systems. e.g. smart car, smart watch, … (products with sensors on it that can be
linked to mobile devices)
- Internet-of-things = ability to transfer data over a network without requiring
human-to-human or human-to-computer interaction (e.g. lock/unlock car with
phone and let other people wash your car, deliver a package in your car,…)
- Drones = a flying robot that can be remotely controlled or fly autonomously through
software-controlled flight plans in their embedded systems, working in conjunction
with onboard sensors and GPS (e.g. pizza delivery by drones)
- Chatbots = a computer program designed to simulate conversation with human
users, especially over the Internet (chat robot) (e.g. send app a message you’re sick
and he answers and takes care of a sickness request from work)
- 3D-printing = The manufacturing of a three-dimensional product from a
computer-driven digital model. This process is additive, where multiple layers from
CAD (computer-aided design) drawings are laid down one after another to create
different shapes (e.g. printing restaurant -> food printing)
1
, - Robotics = the branch of technology that deals with the design, construction,
operation, and application of robots (e.g. robots help elderly to feel less lonely and
do their exercises)
How technological breakthroughs affect business: Technological change can bring about
advantages and opportunities for businesses. Obviously, new technology can create new
products and services, thereby creating entire new markets for a business. Moreover,
improvements in technological products and processes can increase productivity and reduce
costs.
How they change the way we do marketing: it’s easier to find new products, there are more
ways to get the product to the customer, …
Social influencer: give examples and explain how it can impact your business and
marketing
Social influencers get a lot of money from companies to promote a certain brand or product.
They reach a large public and this is very interesting for companies.
e.g. Ronaldo promotes watch, unknown people promote how they lost weight, …
Discuss whether digital marketing is only for big companies
Digital marketing is also interesting for smaller companies. To get brand recognition, they
can promote their brand by a giveaway action where you can win if you like their Facebook
page or Instagram account for example. Digital marketing can also be used in education
settings (e.g. MOOC), governmental settings (e.g. search online for which documents to
bring to make an international passport), ….
Give examples of the dark side of digital marketing; and be critical about it (what do you
think)
The dark side of digital marketing is there can be doubt about the trustworthiness of
information. The internet collects a lot of information about you and can send you ads even
though you are not interested in them. People can easily be trapped into something by
using digital marketing, there are a lot of fake products, fake influencers, …
2
,Digital technology can be seen as intrusive (e.g. Alexa) and people might be in need for
human interaction.
From Marketing to Digital Marketing (Marketing 4.0, Service Encounter 2.0)
Based on the definition of digital marketing: provide some examples of your own to
explain and demonstrate the “digital” touch in this definition
Definition: “Digital marketing may be seen as activities, institutions, and processes
facilitated by digital technologies for creating, communicating and delivering value for
customers and other stakeholders”
=> Marketing examples: television commercials, billboards on the side of the road, and
magazine advertisements
=> Digital marketing examples: social media use, SMS/MMS, display advertising, search
engine marketing, banner ads, use of apps, …
It refers more to advertising and promotions in the digital world.
Understand and explain that the traditional 4 Ps are not enough anymore (cf. Marketing
4.0); Why products are becoming services in the digital age, etc.
Products are becoming services which is facilitated by technology. (e.g. bins in Barcelona
have become smart bins by using technology and putting sensors in the bin so they can
easily know when the bin is full) The 4 Ps (product, price, place and promotion) are not
enough anymore. We expand the Ps with people (customers, employees, ...) and physical
evidence, process. The 4 P’s are also expanding with a digital touch e.g. McDonalds sends
texts when in the neighborhood (promotion with digital touch). ⇒ power shifts to the
connected customer.
Marketing 4.0 is an approach that combines online & offline interaction between companies
and customers .It complements the machine-to-machine connectivity with
human-to-human touch to strengthen customers’ engagement.
⇒ Digital and traditional marketing are meant to coexist in marketing 4.0 as the goal is to
winn customer advocacy!
3
, Moving from traditional to digital: give examples of the connected customer, give
examples of paradoxes
Connected customer: customers are becoming more horizontally oriented and rely more
and more on the information they get from a friend, family, fans & followers about a brand.
A connected customer should not only buy the product but also recommend it to others.
⇒ Paradoxes: The paradoxes outlined by Kotler demonstrate the key dimensions that
companies now have to balance in order to get their customers more engaged and excited
about their products or services.
● Online and not online (offline)
○ Even though the younger generation prefers more to review and validate
online insights or brands first before deciding to purchase, companies still
need to balance it out with more high-touch in-store options to enhance the
overall buying experience
● Informed and distracted
○ The more connected customers tend to be, the more distracted they are in
making decisions when and when not to buy. This poses a bigger opportunity
for organizations to be more innovative and sustaining attention of the
customers.
● Positive and negative brand advocates
○ Companies now have to be actively engaged in building more advocates than
haters of their brands. This takes a lot more time, resources and motivation
to fully understand their target market and find creative ways to guide their
customers in finding the authentic value of their products. By this, they could
seamlessly encourage their customers to become avid promoters of the
brand.
⇒ Digital marketing is about thinking what your customer would like an not only thinking
that it could be better => creating (sustainable) VALUE “for U and ME”
Changing Context (Part 1): 4th Industrial Revolution
Explaining why we are in the 4th Industrial revolution
4
Illustrative examples (simple – advanced)
You need to be able to both (i) give and (ii) recognize examples of technological
breakthroughs (e.g., smart products, internet-of-things, drones, chatbots, 3Dprinting,
robotics, etc.), and explain how they affect business, and how they change the way we do
marketing
- Smart products = products, assets and other things embedded with processors,
sensors, software and connectivity that allow data to be exchanged between the
product and its environment, manufacturer, operator/user, and other products and
systems. e.g. smart car, smart watch, … (products with sensors on it that can be
linked to mobile devices)
- Internet-of-things = ability to transfer data over a network without requiring
human-to-human or human-to-computer interaction (e.g. lock/unlock car with
phone and let other people wash your car, deliver a package in your car,…)
- Drones = a flying robot that can be remotely controlled or fly autonomously through
software-controlled flight plans in their embedded systems, working in conjunction
with onboard sensors and GPS (e.g. pizza delivery by drones)
- Chatbots = a computer program designed to simulate conversation with human
users, especially over the Internet (chat robot) (e.g. send app a message you’re sick
and he answers and takes care of a sickness request from work)
- 3D-printing = The manufacturing of a three-dimensional product from a
computer-driven digital model. This process is additive, where multiple layers from
CAD (computer-aided design) drawings are laid down one after another to create
different shapes (e.g. printing restaurant -> food printing)
1
, - Robotics = the branch of technology that deals with the design, construction,
operation, and application of robots (e.g. robots help elderly to feel less lonely and
do their exercises)
How technological breakthroughs affect business: Technological change can bring about
advantages and opportunities for businesses. Obviously, new technology can create new
products and services, thereby creating entire new markets for a business. Moreover,
improvements in technological products and processes can increase productivity and reduce
costs.
How they change the way we do marketing: it’s easier to find new products, there are more
ways to get the product to the customer, …
Social influencer: give examples and explain how it can impact your business and
marketing
Social influencers get a lot of money from companies to promote a certain brand or product.
They reach a large public and this is very interesting for companies.
e.g. Ronaldo promotes watch, unknown people promote how they lost weight, …
Discuss whether digital marketing is only for big companies
Digital marketing is also interesting for smaller companies. To get brand recognition, they
can promote their brand by a giveaway action where you can win if you like their Facebook
page or Instagram account for example. Digital marketing can also be used in education
settings (e.g. MOOC), governmental settings (e.g. search online for which documents to
bring to make an international passport), ….
Give examples of the dark side of digital marketing; and be critical about it (what do you
think)
The dark side of digital marketing is there can be doubt about the trustworthiness of
information. The internet collects a lot of information about you and can send you ads even
though you are not interested in them. People can easily be trapped into something by
using digital marketing, there are a lot of fake products, fake influencers, …
2
,Digital technology can be seen as intrusive (e.g. Alexa) and people might be in need for
human interaction.
From Marketing to Digital Marketing (Marketing 4.0, Service Encounter 2.0)
Based on the definition of digital marketing: provide some examples of your own to
explain and demonstrate the “digital” touch in this definition
Definition: “Digital marketing may be seen as activities, institutions, and processes
facilitated by digital technologies for creating, communicating and delivering value for
customers and other stakeholders”
=> Marketing examples: television commercials, billboards on the side of the road, and
magazine advertisements
=> Digital marketing examples: social media use, SMS/MMS, display advertising, search
engine marketing, banner ads, use of apps, …
It refers more to advertising and promotions in the digital world.
Understand and explain that the traditional 4 Ps are not enough anymore (cf. Marketing
4.0); Why products are becoming services in the digital age, etc.
Products are becoming services which is facilitated by technology. (e.g. bins in Barcelona
have become smart bins by using technology and putting sensors in the bin so they can
easily know when the bin is full) The 4 Ps (product, price, place and promotion) are not
enough anymore. We expand the Ps with people (customers, employees, ...) and physical
evidence, process. The 4 P’s are also expanding with a digital touch e.g. McDonalds sends
texts when in the neighborhood (promotion with digital touch). ⇒ power shifts to the
connected customer.
Marketing 4.0 is an approach that combines online & offline interaction between companies
and customers .It complements the machine-to-machine connectivity with
human-to-human touch to strengthen customers’ engagement.
⇒ Digital and traditional marketing are meant to coexist in marketing 4.0 as the goal is to
winn customer advocacy!
3
, Moving from traditional to digital: give examples of the connected customer, give
examples of paradoxes
Connected customer: customers are becoming more horizontally oriented and rely more
and more on the information they get from a friend, family, fans & followers about a brand.
A connected customer should not only buy the product but also recommend it to others.
⇒ Paradoxes: The paradoxes outlined by Kotler demonstrate the key dimensions that
companies now have to balance in order to get their customers more engaged and excited
about their products or services.
● Online and not online (offline)
○ Even though the younger generation prefers more to review and validate
online insights or brands first before deciding to purchase, companies still
need to balance it out with more high-touch in-store options to enhance the
overall buying experience
● Informed and distracted
○ The more connected customers tend to be, the more distracted they are in
making decisions when and when not to buy. This poses a bigger opportunity
for organizations to be more innovative and sustaining attention of the
customers.
● Positive and negative brand advocates
○ Companies now have to be actively engaged in building more advocates than
haters of their brands. This takes a lot more time, resources and motivation
to fully understand their target market and find creative ways to guide their
customers in finding the authentic value of their products. By this, they could
seamlessly encourage their customers to become avid promoters of the
brand.
⇒ Digital marketing is about thinking what your customer would like an not only thinking
that it could be better => creating (sustainable) VALUE “for U and ME”
Changing Context (Part 1): 4th Industrial Revolution
Explaining why we are in the 4th Industrial revolution
4
