DIGITAL MARKETING
Course outline:
,SESSION 1 (11/02)
1. Welcome to the digital age
Immersive technologies:
- Augmented reality (AR)
- Virtual reality (VR) Extended reality or X reality (XR)
- Mixed reality (MR)
→ optimising user experience (UX) via limitless opportunities (but do not forget ethical aspect)
- Amaze people, inform people, convenience etc
Reality-virtual continuum:
Note: in scientific research the terms aren’t always used in the same way
Rauschnabel, et al (2022)
- The X in XR refers to an unknown variable
, Assisted reality: what is virtual is not Atomistic virtual reality: created for
integrated, but just assisted (ex. gps) pragmatical reasons and instrumental use.
Not about experience, but to reach another
Mixed reality: what is virtual is very objective (ex. architect tests gravity)
smoothly integrated with reality (ex. filters
with animals that walk around) Holistic virtual reality: created for hedonic
reasons and terminal use or experience (ex.
videogames)
Ubiquitous computing (= the internet of things IoT)
- In the future there will be computers everywhere and we will not notice their presence.
They will be seamlessly integrated into the world at large
- Ex. refrigerator, thermostat app, …
Virtual reality influencer: High number of fans and are popular on social media
Robots: It depends what you decide to do with it
The impact of the pandemic (Covid-19):
- Behaviors, routines
- Businesses: the necessity to accelerate their digital transformation even beyond the
crisis
- Social media: has seen a sharp increase in usage by the world’s general population,
celebs, world leaders and professionals
o Digital channels are where customers’ engagement is happening: they want to
hear from the brands they follow, to feel connected, updated and entertained.
▪ Opportunity to invest more than ever in Digital marketing
o Ex. hairdressers make a DIY haircolor kit, where they mix the right color for you,
and you do it at home → creative
- Boom and bust: some companies and industries boomed because of social media in
the pandemic, and some declined unexpectedly (ex. tiktok ↑ and sharing economy ↓)
- The new normal?
, o The pandemic could have a short-term disruption as consequence, or a long-
term shift (ex. travel books (ST) or click and collect (LT))
Different industries:
What is particular about the environment these days → VUCA
- Volatility (nature speed and dynamics of change)
- Uncertainty (lack of predictability)
- Complexity (difficult to understand the causes)
- Ambiguity (lack of clarity)
→ Machine learning (ML) is implemented
- Able to handle the complexity and speed of changes that must be taken into account
- Ex. AI (why it is so huge these days)
2. Diffusion of innovations
How does technology handle change
- Changes happen faster and faster
o Until everyone at home has a telephone → 50y
o Until everyone at home has a home-computer → 20y
o Until everyone at home has a smartphone → 10y
Course outline:
,SESSION 1 (11/02)
1. Welcome to the digital age
Immersive technologies:
- Augmented reality (AR)
- Virtual reality (VR) Extended reality or X reality (XR)
- Mixed reality (MR)
→ optimising user experience (UX) via limitless opportunities (but do not forget ethical aspect)
- Amaze people, inform people, convenience etc
Reality-virtual continuum:
Note: in scientific research the terms aren’t always used in the same way
Rauschnabel, et al (2022)
- The X in XR refers to an unknown variable
, Assisted reality: what is virtual is not Atomistic virtual reality: created for
integrated, but just assisted (ex. gps) pragmatical reasons and instrumental use.
Not about experience, but to reach another
Mixed reality: what is virtual is very objective (ex. architect tests gravity)
smoothly integrated with reality (ex. filters
with animals that walk around) Holistic virtual reality: created for hedonic
reasons and terminal use or experience (ex.
videogames)
Ubiquitous computing (= the internet of things IoT)
- In the future there will be computers everywhere and we will not notice their presence.
They will be seamlessly integrated into the world at large
- Ex. refrigerator, thermostat app, …
Virtual reality influencer: High number of fans and are popular on social media
Robots: It depends what you decide to do with it
The impact of the pandemic (Covid-19):
- Behaviors, routines
- Businesses: the necessity to accelerate their digital transformation even beyond the
crisis
- Social media: has seen a sharp increase in usage by the world’s general population,
celebs, world leaders and professionals
o Digital channels are where customers’ engagement is happening: they want to
hear from the brands they follow, to feel connected, updated and entertained.
▪ Opportunity to invest more than ever in Digital marketing
o Ex. hairdressers make a DIY haircolor kit, where they mix the right color for you,
and you do it at home → creative
- Boom and bust: some companies and industries boomed because of social media in
the pandemic, and some declined unexpectedly (ex. tiktok ↑ and sharing economy ↓)
- The new normal?
, o The pandemic could have a short-term disruption as consequence, or a long-
term shift (ex. travel books (ST) or click and collect (LT))
Different industries:
What is particular about the environment these days → VUCA
- Volatility (nature speed and dynamics of change)
- Uncertainty (lack of predictability)
- Complexity (difficult to understand the causes)
- Ambiguity (lack of clarity)
→ Machine learning (ML) is implemented
- Able to handle the complexity and speed of changes that must be taken into account
- Ex. AI (why it is so huge these days)
2. Diffusion of innovations
How does technology handle change
- Changes happen faster and faster
o Until everyone at home has a telephone → 50y
o Until everyone at home has a home-computer → 20y
o Until everyone at home has a smartphone → 10y
