DIGITAL MARKETING
B-KUL-D0Q05A
Bart Larivière
,TABLE OF CONTENTS
MODULE 1: INTRO.................................................................................................................................... 4
ILLUSTRATIVE EXAMPLES (SIMPLE – ADVANCED) ........................................................................................................................4
MARKETING 4.0, SERVICE ENCOUNTER 2.0, 4TH INDUSTRIAL REVOLUTION ..........................................................................5
MODULE 2: DIGITAL MINDSET, CHANGE, DISRUPTION AND STRATEGY........................... 12
CONCEPTUAL FRAMEWORKS RELATING TO DIGITAL MARKETING..................................................................................... 12
Art. 1: Digital Marketing: A Framework review and research agenda...................................................................................... 12
Article 2: Marketing in computer-mediated environments............................................................................................................ 17
Art. 3: A thematic exploration of digital, social media, and mobile marketing ...................................................................... 19
Article 4: Marketing analytics for Data-rich environments............................................................................................................ 20
Article 5: Mobile advertising a framework and research agenda ............................................................................................... 22
SERVICE DOMINANT LOGIC (SDL) & SERVICE DELIVERY NETWORKS (SDN) .................................................................. 24
DISRUPTION THEORY ................................................................................................................................................................ 25
COVID-19 AND DIGITAL MARKETING .................................................................................................................................. 30
MODULE 3: BACK TO THE FUTURE: UPDATED CRM FOR TRADITIONAL + DIGITAL
MARKETING INTEGRATED .................................................................................................................. 32
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS ........................................................................................................ 32
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: ACQUISITION .............................................................................. 34
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: GROWTH/RETENTION .............................................................. 36
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: ATTRITION/WIN-BACK ............................................................. 38
MODULE 4: ROLE OF CUSTOMER FOR DIGITAL MARKETING ................................................. 42
PART1: CUSTOMER EXPERIENCE (CX(M)) AND THE CUSTOMER JOURNEY ...................................................................... 42
PART 2: CUSTOMER ENGAGEMENT (CE) ................................................................................................................................ 50
MODULE 5: ROLE OF TECHNOLOGY ............................................................................................... 54
AUGMENTATION AND SUBSTITUTION – SE 2.0 ARCHETYPES ............................................................................................. 54
DIGITAL PLATFORMS AND MULTICHANNEL MANAGEMENT ................................................................................................ 56
SMART SERVICE SYSTEMS - IOT ................................................................................................................................................. 62
OVERVIEW SMART SERVICE SYSTEMS ......................................................................................................................................... 64
SERVICE ROBOTS ........................................................................................................................................................................ 64
PERSONALIZATION PRIVACY PARADOX .................................................................................................................................. 66
MODULE 6: ROLE OF EMPLOYEES; HUMANS VERSUS MACHINES ......................................... 69
WHY EMPLOYEES AND (DIGITAL) MARKETING? .................................................................................................................... 69
CONCEPTS AND THEORETICAL FRAMEWORKS ...................................................................................................................... 71
HUMANS VERSUS MACHINES? ................................................................................................................................................... 74
MODULE 7: RSTUDIO ............................................................................................................................ 79
SOCIAL MEDIA AND SOCIAL MEDIA MARKETING: THE FUNDAMENTALS .............................................................................. 79
SOCIAL MEDIA STRATEGIES ........................................................................................................................................................ 80
Owned – Social media brand marketing ............................................................................................................................................ 80
Paid – Advertisement and Influencers.................................................................................................................................................. 81
Earned – Customer engagement behaviors....................................................................................................................................... 82
ROLE OF THIRD PARTIES ON SOCIAL MEDIA ............................................................................................................................ 82
MODULE 8: PEOPLE REACTIONS TOWARDS TECHNOLOGY .................................................. 83
TECHNOLOGY READINESS, ACCEPTANCE FOR BOTH CUSTOMERS AND EMPLOYEES ........................................................ 83
Art. 1: Davis (1989)................................................................................................................................................................................... 83
2
, Art. 2: Davis (1983): Technology acceptance model (tam).......................................................................................................... 83
Art. 3: Venkatesh et al (2003): Unified Theory of Acceptance and Usage of Technology (UTAUT) ............................. 84
Art. 4: Venkatesh et al (2012): Unified Theory of Acceptance and Use of Technology in a consumer context
(UTAUT2)...................................................................................................................................................................................................... 85
1, 2, 3, 4: Bring it all together ................................................................................................................................................................ 86
DRAWBACKS OF TECHNOLOGY AND DIGITAL ..................................................................................................................... 89
UNCANNY VALLEY THEORY ..................................................................................................................................................... 91
MODULE 9: UNDERSTANDING VALUE ............................................................................................ 93
VALUE AND VALUE FUSION ...................................................................................................................................................... 93
1. Leroi-Werelds 2019.............................................................................................................................................................................. 93
2. Zeithaml, Verleye et al 2020 ............................................................................................................................................................ 94
TRANSFORMATIVE MARKETING & VALUE ................................................................................................................................ 97
3
,MODULE 1: INTRO
ILLUSTRATIVE EXAMPLES (SIMPLE – ADVANCED)
(1) You need to be able to both (i) give and (ii) recognize examples of technological
breakthroughs (e.g., smart products, internet-of-things, ...), 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 (or mobile devices like your phone).
o e.g. smart car, smart watch,
o Smart glasses used by the White Yellow Cross (support for elderly people at home)
à Doctors can look through the glasses of assistants to help them.
• 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)
• 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)
• Metaverse = The metaverse is a new computer-mediated (INTERFACE) environment of virtual
“worlds” (ENVIROMENT) in which people act and communicate with each other in real-time
(INTERACTION) via digital representatives referred to as avatars (AVATAR).
o E.g. in India you can go to the bank in the metaverse, attending online conferences in the
metaverse, real persons are gaining money with fictive influencers in the metaverse …
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.
• 1st Industrial Revolution: use of water and steam power to mechanize production
• 2nd Industrial Revolution: use of electric power to create mass customization.
• 3rd Industrial Revolution: use of electronics & information technology to automate production.
• 4th Industrial Revolution (now): a technology revolution, building on the 3rd, that is characterized by a
mix of technologies that is transforming the way employees and customers relate to one another and
the way products and services are designed, produced, consumed and experienced.
4
, 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, to engage with the customer...
(2) (Virtual) social influencer: give examples, explain how it can impact businesses & 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, ...)
(3) 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), ....
MARKETING 4.0, SERVICE ENCOUNTER 2.0, 4 T H INDUSTRIAL REVOLUTION
(1) 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, 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.
(2) Explaining why we are in the 4th Industrial revolution
The fourth industrial revolution is the current and developing environment in which disruptive technologies
and trends such as the Internet of Things (IoT), robotics, virtual reality (VR) and artificial intelligence (AI) are
changing the way we live and work. It will be driven largely by the convergence of digital, biological, and
physical innovations.
(3) Movie: humans need not apply: what is the key message, do you agree or not, why
• Key message: A lot of human jobs will disappear over the coming years, because automation -
computer and robots - will do them faster, better and cheaper. Nowadays there already exist a lot of
bots (creative bots, professional bots,...) who are there to try to beat low-skilled workers, white-
collar workers, and even professionals. Robots don’t need to be perfect to replace people, they just
need to be better than humans. We can’t underestimate the impact because these robots are already
here right now. Automation is inevitable. Therefore, we need to start thinking now what to do when
large sections of the population are unemployable, through no fault of their own.
5
B-KUL-D0Q05A
Bart Larivière
,TABLE OF CONTENTS
MODULE 1: INTRO.................................................................................................................................... 4
ILLUSTRATIVE EXAMPLES (SIMPLE – ADVANCED) ........................................................................................................................4
MARKETING 4.0, SERVICE ENCOUNTER 2.0, 4TH INDUSTRIAL REVOLUTION ..........................................................................5
MODULE 2: DIGITAL MINDSET, CHANGE, DISRUPTION AND STRATEGY........................... 12
CONCEPTUAL FRAMEWORKS RELATING TO DIGITAL MARKETING..................................................................................... 12
Art. 1: Digital Marketing: A Framework review and research agenda...................................................................................... 12
Article 2: Marketing in computer-mediated environments............................................................................................................ 17
Art. 3: A thematic exploration of digital, social media, and mobile marketing ...................................................................... 19
Article 4: Marketing analytics for Data-rich environments............................................................................................................ 20
Article 5: Mobile advertising a framework and research agenda ............................................................................................... 22
SERVICE DOMINANT LOGIC (SDL) & SERVICE DELIVERY NETWORKS (SDN) .................................................................. 24
DISRUPTION THEORY ................................................................................................................................................................ 25
COVID-19 AND DIGITAL MARKETING .................................................................................................................................. 30
MODULE 3: BACK TO THE FUTURE: UPDATED CRM FOR TRADITIONAL + DIGITAL
MARKETING INTEGRATED .................................................................................................................. 32
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS ........................................................................................................ 32
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: ACQUISITION .............................................................................. 34
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: GROWTH/RETENTION .............................................................. 36
CRM: CUSTOMER LIFECYCLE & CUSTOMER JOURNEYS: ATTRITION/WIN-BACK ............................................................. 38
MODULE 4: ROLE OF CUSTOMER FOR DIGITAL MARKETING ................................................. 42
PART1: CUSTOMER EXPERIENCE (CX(M)) AND THE CUSTOMER JOURNEY ...................................................................... 42
PART 2: CUSTOMER ENGAGEMENT (CE) ................................................................................................................................ 50
MODULE 5: ROLE OF TECHNOLOGY ............................................................................................... 54
AUGMENTATION AND SUBSTITUTION – SE 2.0 ARCHETYPES ............................................................................................. 54
DIGITAL PLATFORMS AND MULTICHANNEL MANAGEMENT ................................................................................................ 56
SMART SERVICE SYSTEMS - IOT ................................................................................................................................................. 62
OVERVIEW SMART SERVICE SYSTEMS ......................................................................................................................................... 64
SERVICE ROBOTS ........................................................................................................................................................................ 64
PERSONALIZATION PRIVACY PARADOX .................................................................................................................................. 66
MODULE 6: ROLE OF EMPLOYEES; HUMANS VERSUS MACHINES ......................................... 69
WHY EMPLOYEES AND (DIGITAL) MARKETING? .................................................................................................................... 69
CONCEPTS AND THEORETICAL FRAMEWORKS ...................................................................................................................... 71
HUMANS VERSUS MACHINES? ................................................................................................................................................... 74
MODULE 7: RSTUDIO ............................................................................................................................ 79
SOCIAL MEDIA AND SOCIAL MEDIA MARKETING: THE FUNDAMENTALS .............................................................................. 79
SOCIAL MEDIA STRATEGIES ........................................................................................................................................................ 80
Owned – Social media brand marketing ............................................................................................................................................ 80
Paid – Advertisement and Influencers.................................................................................................................................................. 81
Earned – Customer engagement behaviors....................................................................................................................................... 82
ROLE OF THIRD PARTIES ON SOCIAL MEDIA ............................................................................................................................ 82
MODULE 8: PEOPLE REACTIONS TOWARDS TECHNOLOGY .................................................. 83
TECHNOLOGY READINESS, ACCEPTANCE FOR BOTH CUSTOMERS AND EMPLOYEES ........................................................ 83
Art. 1: Davis (1989)................................................................................................................................................................................... 83
2
, Art. 2: Davis (1983): Technology acceptance model (tam).......................................................................................................... 83
Art. 3: Venkatesh et al (2003): Unified Theory of Acceptance and Usage of Technology (UTAUT) ............................. 84
Art. 4: Venkatesh et al (2012): Unified Theory of Acceptance and Use of Technology in a consumer context
(UTAUT2)...................................................................................................................................................................................................... 85
1, 2, 3, 4: Bring it all together ................................................................................................................................................................ 86
DRAWBACKS OF TECHNOLOGY AND DIGITAL ..................................................................................................................... 89
UNCANNY VALLEY THEORY ..................................................................................................................................................... 91
MODULE 9: UNDERSTANDING VALUE ............................................................................................ 93
VALUE AND VALUE FUSION ...................................................................................................................................................... 93
1. Leroi-Werelds 2019.............................................................................................................................................................................. 93
2. Zeithaml, Verleye et al 2020 ............................................................................................................................................................ 94
TRANSFORMATIVE MARKETING & VALUE ................................................................................................................................ 97
3
,MODULE 1: INTRO
ILLUSTRATIVE EXAMPLES (SIMPLE – ADVANCED)
(1) You need to be able to both (i) give and (ii) recognize examples of technological
breakthroughs (e.g., smart products, internet-of-things, ...), 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 (or mobile devices like your phone).
o e.g. smart car, smart watch,
o Smart glasses used by the White Yellow Cross (support for elderly people at home)
à Doctors can look through the glasses of assistants to help them.
• 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)
• 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)
• Metaverse = The metaverse is a new computer-mediated (INTERFACE) environment of virtual
“worlds” (ENVIROMENT) in which people act and communicate with each other in real-time
(INTERACTION) via digital representatives referred to as avatars (AVATAR).
o E.g. in India you can go to the bank in the metaverse, attending online conferences in the
metaverse, real persons are gaining money with fictive influencers in the metaverse …
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.
• 1st Industrial Revolution: use of water and steam power to mechanize production
• 2nd Industrial Revolution: use of electric power to create mass customization.
• 3rd Industrial Revolution: use of electronics & information technology to automate production.
• 4th Industrial Revolution (now): a technology revolution, building on the 3rd, that is characterized by a
mix of technologies that is transforming the way employees and customers relate to one another and
the way products and services are designed, produced, consumed and experienced.
4
, 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, to engage with the customer...
(2) (Virtual) social influencer: give examples, explain how it can impact businesses & 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, ...)
(3) 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), ....
MARKETING 4.0, SERVICE ENCOUNTER 2.0, 4 T H INDUSTRIAL REVOLUTION
(1) 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, 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.
(2) Explaining why we are in the 4th Industrial revolution
The fourth industrial revolution is the current and developing environment in which disruptive technologies
and trends such as the Internet of Things (IoT), robotics, virtual reality (VR) and artificial intelligence (AI) are
changing the way we live and work. It will be driven largely by the convergence of digital, biological, and
physical innovations.
(3) Movie: humans need not apply: what is the key message, do you agree or not, why
• Key message: A lot of human jobs will disappear over the coming years, because automation -
computer and robots - will do them faster, better and cheaper. Nowadays there already exist a lot of
bots (creative bots, professional bots,...) who are there to try to beat low-skilled workers, white-
collar workers, and even professionals. Robots don’t need to be perfect to replace people, they just
need to be better than humans. We can’t underestimate the impact because these robots are already
here right now. Automation is inevitable. Therefore, we need to start thinking now what to do when
large sections of the population are unemployable, through no fault of their own.
5
