SAMENVATTING
DIGITAL MARKETING ESSENTIALS
(SEMESTER 1)
The “digital first” consumer:
“The digital consumer cares about the opinions of others.”
à reading reviews, following influencers, gathering likes, …
“The digital consumer wants ultimate convenience.”
Ex. Adjust navigation to visitor’s interests
Ex. Recommend product categories based on browsing behavior
The digital consumer …
• Is well informed & uses his/her power.
(reactions, forums, scores, … à they make and break a brand)
• Shows his/her emotions.
(show them easy online)
• Wants the ultimate convenience.
(fast & easy access to info, it needs to be relevant = personalized)
Digital strategy: building blocks
= bouwstenen
,CHAPTER 1: Your business
Core commitments
Vision:
Do you have a clear ‘Why?’ = vision
= vision
= mission
= product/services
Digital maturity
Digital maturity check
= audit of the performance of your current digital channels (POE).
- What are you already doing?
- What is working, what isn’t?
- Identify strengths & areas of improvement and score your organization using a
digital maturity scale.
,Target group insights
Before you start à understand target group & psychographic and behavioral patterns
è What we need to look at:
Segmentation
criteria
Behaviour Trends
Analyzing trends per target group in digital marketing = important!!!
• Personalize Your Approach:
DiUerent groups of people have varying interests, behaviors, and preferences
ð customize your marketing messages to resonate with them individually.
• Maximize Relevance:
Trends can change rapidly, and what's popular for one group may not be the
same for another.
ð Analyzing trends à stay up-to-date and ensure that your marketing content
remains relevant to each specific audience.
• Optimize Resources:
Focusing your eUorts on the trends that matter most to each target group
ð allocate your resources more eUiciently.
• Increase Engagement:
Your marketing aligns with what's currently appealing to each target group
ð more likely to capture their attention & encourage them to interact with your
brand. This can lead to higher engagement rates and better results overall.
, Segmenation criteria:
è Behavioral:
Get consumer insights about the behavior & thinking of your (potential) customer.
DESK INTERVIE SOCIAL SEARCH
RESEARCH WS LISTENING LISTENING
Desk research
Ex. UCLL library online, GFK consumer life reports, McKinsey reports, …
Interviews
- People of your target group: understand their needs, wants, drivers, feelings, …
- Internal investigation: interview colleagues who are in contact with customers
Social listening
Def. Go online. What do customers say about your brand?
à follow # of your company, reviews Google/Facebook/…, check comments on social
media
è Advantages:
- Proactively oUer customer support
- Improve your product/build new features based on ‘wants’
- Using ongoing conversations & trends to reach more people
- Influencer campaigns & collaborations
DIGITAL MARKETING ESSENTIALS
(SEMESTER 1)
The “digital first” consumer:
“The digital consumer cares about the opinions of others.”
à reading reviews, following influencers, gathering likes, …
“The digital consumer wants ultimate convenience.”
Ex. Adjust navigation to visitor’s interests
Ex. Recommend product categories based on browsing behavior
The digital consumer …
• Is well informed & uses his/her power.
(reactions, forums, scores, … à they make and break a brand)
• Shows his/her emotions.
(show them easy online)
• Wants the ultimate convenience.
(fast & easy access to info, it needs to be relevant = personalized)
Digital strategy: building blocks
= bouwstenen
,CHAPTER 1: Your business
Core commitments
Vision:
Do you have a clear ‘Why?’ = vision
= vision
= mission
= product/services
Digital maturity
Digital maturity check
= audit of the performance of your current digital channels (POE).
- What are you already doing?
- What is working, what isn’t?
- Identify strengths & areas of improvement and score your organization using a
digital maturity scale.
,Target group insights
Before you start à understand target group & psychographic and behavioral patterns
è What we need to look at:
Segmentation
criteria
Behaviour Trends
Analyzing trends per target group in digital marketing = important!!!
• Personalize Your Approach:
DiUerent groups of people have varying interests, behaviors, and preferences
ð customize your marketing messages to resonate with them individually.
• Maximize Relevance:
Trends can change rapidly, and what's popular for one group may not be the
same for another.
ð Analyzing trends à stay up-to-date and ensure that your marketing content
remains relevant to each specific audience.
• Optimize Resources:
Focusing your eUorts on the trends that matter most to each target group
ð allocate your resources more eUiciently.
• Increase Engagement:
Your marketing aligns with what's currently appealing to each target group
ð more likely to capture their attention & encourage them to interact with your
brand. This can lead to higher engagement rates and better results overall.
, Segmenation criteria:
è Behavioral:
Get consumer insights about the behavior & thinking of your (potential) customer.
DESK INTERVIE SOCIAL SEARCH
RESEARCH WS LISTENING LISTENING
Desk research
Ex. UCLL library online, GFK consumer life reports, McKinsey reports, …
Interviews
- People of your target group: understand their needs, wants, drivers, feelings, …
- Internal investigation: interview colleagues who are in contact with customers
Social listening
Def. Go online. What do customers say about your brand?
à follow # of your company, reviews Google/Facebook/…, check comments on social
media
è Advantages:
- Proactively oUer customer support
- Improve your product/build new features based on ‘wants’
- Using ongoing conversations & trends to reach more people
- Influencer campaigns & collaborations
