Inhoudsopgave
Digital marketing – Part 1 ....................................................................................................................... 2
Digital marketing – Part 2 – Social media................................................................................................ 8
Digital marketing – Part 2 – Content calendar and conversation ......................................................... 14
Digital marketing – Part 2 – Facebook .................................................................................................. 17
Part 3 – SEM 1 – Search Engine Marketing ........................................................................................... 26
Search Engine Optimization .............................................................................................................. 26
Search engine advertising – Summary .............................................................................................. 30
Part 3 – SEM 2 – Search Engine Marketing ........................................................................................... 31
Search Engine Advertising ................................................................................................................. 31
Part 4 – Advertising ............................................................................................................................... 35
Part 5 – Email Marketing ....................................................................................................................... 42
Part 6 – LinkedIn .................................................................................................................................... 48
Part 7 – Strategy .................................................................................................................................... 49
Part 8 – Measuring ................................................................................................................................ 53
Part 9 – Guest Lecture – Influencer’s marketing ................................................................................... 56
,Digital marketing – Part 1
The importance of the internet
We no longer “go” online, we live online.
➢ Connected all the time
Media consumption – USA
TV is decreasing, on the other hand you see an evolution on digital.
Who is this digital consumer?
Spending time on
➢ Shopping
➢ Streaming
➢ Chatting
➢ Information
➢ Gaming
➢ Online shopping
Information gathering and also spreading. People can easily spread information by a blog. If you’re
posting things at Facebook, you create a own brand.
Social interaction, you get to know people through apps like Facebook, Instagram, Snapchat, enz.
Online buying and selling, 63 % of the Belgian buy online. E-commerce is growing every year because
it saves time.
,What is the behavior of the digital consumer?
The digital consumer shows emotions and power. You don’t show emotions in a physical store.
The digital consumer advocates and influences.
The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
If you don’t respond to negative reviews, it could harm your business.
Example – Apple
Example – Jetblue
The digital consumer wants ultimate convenience
= Easy and fast
The information that people are looking for, has to be fast and easy to find. Humans have an average
attention span of 8 seconds.
If you go to ASOS and you go back, they should know you are a woman or a guy. It’s usual that the
site adapts to the behavior of the person, because of cookies.
, What is the impact of the digital consumer marketing?
Traditional marketing – 4 P’s
• Product
• Price
• Place
• Promotion
Thanks to the internet
• You can easily supply your customers with information
• You can interact with your customers
• You must communicate in a tailor-made way
o Example Amazon
o Cookies
• You can have a virtual home or shop
• You can gather information on customers
• The results of your marketing communication can be measured quickly and easily
Online impression = If you’re looking for something, the online company can see how many times
you looked for that product.
4 C’s of digital marketing
Product Customization/Cocreation
Price Currency
Place Communal activation
Promotion Conversation
Customization
• Personalizing products
Currency
• Easily adapt prices
o Example Amazon
o If they see you don’t buy the product, they could send a promotion so you will buy it
Communal activation
• Not physical but also online
o Example Airbnb
o Offering online platform but the consumer is the distributor
Conversation
• Standard communication tools
• Interaction
o You can have a conversation online
o If you post something online, people can react
Digital marketing is NOT meant to replace traditional marketing. Marketing 4.0 is a marketing that
combines online and offline interaction. The 4 P’s will still exist but evolving to the 4 C’s. It’s about
the evolution. (Exam question)
Digital marketing – Part 1 ....................................................................................................................... 2
Digital marketing – Part 2 – Social media................................................................................................ 8
Digital marketing – Part 2 – Content calendar and conversation ......................................................... 14
Digital marketing – Part 2 – Facebook .................................................................................................. 17
Part 3 – SEM 1 – Search Engine Marketing ........................................................................................... 26
Search Engine Optimization .............................................................................................................. 26
Search engine advertising – Summary .............................................................................................. 30
Part 3 – SEM 2 – Search Engine Marketing ........................................................................................... 31
Search Engine Advertising ................................................................................................................. 31
Part 4 – Advertising ............................................................................................................................... 35
Part 5 – Email Marketing ....................................................................................................................... 42
Part 6 – LinkedIn .................................................................................................................................... 48
Part 7 – Strategy .................................................................................................................................... 49
Part 8 – Measuring ................................................................................................................................ 53
Part 9 – Guest Lecture – Influencer’s marketing ................................................................................... 56
,Digital marketing – Part 1
The importance of the internet
We no longer “go” online, we live online.
➢ Connected all the time
Media consumption – USA
TV is decreasing, on the other hand you see an evolution on digital.
Who is this digital consumer?
Spending time on
➢ Shopping
➢ Streaming
➢ Chatting
➢ Information
➢ Gaming
➢ Online shopping
Information gathering and also spreading. People can easily spread information by a blog. If you’re
posting things at Facebook, you create a own brand.
Social interaction, you get to know people through apps like Facebook, Instagram, Snapchat, enz.
Online buying and selling, 63 % of the Belgian buy online. E-commerce is growing every year because
it saves time.
,What is the behavior of the digital consumer?
The digital consumer shows emotions and power. You don’t show emotions in a physical store.
The digital consumer advocates and influences.
The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
If you don’t respond to negative reviews, it could harm your business.
Example – Apple
Example – Jetblue
The digital consumer wants ultimate convenience
= Easy and fast
The information that people are looking for, has to be fast and easy to find. Humans have an average
attention span of 8 seconds.
If you go to ASOS and you go back, they should know you are a woman or a guy. It’s usual that the
site adapts to the behavior of the person, because of cookies.
, What is the impact of the digital consumer marketing?
Traditional marketing – 4 P’s
• Product
• Price
• Place
• Promotion
Thanks to the internet
• You can easily supply your customers with information
• You can interact with your customers
• You must communicate in a tailor-made way
o Example Amazon
o Cookies
• You can have a virtual home or shop
• You can gather information on customers
• The results of your marketing communication can be measured quickly and easily
Online impression = If you’re looking for something, the online company can see how many times
you looked for that product.
4 C’s of digital marketing
Product Customization/Cocreation
Price Currency
Place Communal activation
Promotion Conversation
Customization
• Personalizing products
Currency
• Easily adapt prices
o Example Amazon
o If they see you don’t buy the product, they could send a promotion so you will buy it
Communal activation
• Not physical but also online
o Example Airbnb
o Offering online platform but the consumer is the distributor
Conversation
• Standard communication tools
• Interaction
o You can have a conversation online
o If you post something online, people can react
Digital marketing is NOT meant to replace traditional marketing. Marketing 4.0 is a marketing that
combines online and offline interaction. The 4 P’s will still exist but evolving to the 4 C’s. It’s about
the evolution. (Exam question)
