Digital Food Marketing - Lectures and Tutorials Summary (MCB-52806 )
45 vues 0 achat
Cours
Digital Food Marketing (MCB52806)
Établissement
Wageningen University (WUR)
Summary of the 6 lectures (Van Loo & Brouwer), 2 guest lectures (Alpro & food recommendation systems), and the 6 tutorials. With this summary, I was able to get a 9,0 for the exam of MCB-52806 (Digital Food Marketing).
MCB-52806 Digital Food Marketing
Lectures
Lecture 1 – The Digital Age
Digital marketing: achieving marketing objectives through applying digital media data and
technology.
Digital marketing has become vital for a business and its brand; digital content and marketing
is so common now that consumers expect and rely on it as a way to learn about brands.
What does digital marketing do?
Main focus: brand awareness and lead generation (i.e. consumer interest) through
company’s digital channels. Both free and paid.
Each channel will have different key performance indicators (KPI’s) to measure their
performance
Inbound vs Outbound vs Digital Marketing:
Outbound marketing pushes content to the customers, who are passive recipients (e.g.
direct mail, radio ads, telemarketing)
Inbound marketing pulls the customer in creates and distributes relevant and valuable
content that the customers want. The consumer is proactive in seeking out information for
their needs. (e.g., social media, videos, podcasts)
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of
being inbound or outbound. Outbound: ads on YT. Inbound: blogs.
1
, Traditional vs Digital Marketing
Key changes in the media characteristics between traditional and digital marketing:
1) From push to pull
2) Interactive dialogues; which helps to develop long-term relationships with customers
3) From one-to-many to one-to-some and one-to one communications; reaching nice
segment and more personal communication
4) From one-to-many to many-to-many communications; customers interact with one
another
5) From lean-back to lean-forward; customer wants to be in control
6) Increase in communications intermediaries
7) Integration; combine and integreate traditional and digital media according to their
strengths
8) Always-on and real-time
Advantages of digital marketing Disadvantages of digital marketing
Interactivity Reliability on technonolgy
Intelligence Security
Individualisation Constant learning
Integration (omnichannel) Cost
Flexibility
Cost(-control)
Editing
Online retail
Online retail: The process that allows the customers to search, select and purchase the
products, services and information remotely over the internet.
From bricks to clicks:
Online sales is one of the fastest-growing markets in Europe, US and Asia. Drivers of growth:
smartphone and tablet use, greater merchandise selection online and new business models.
At first: emphasis on items as books and CDs, now also on other product categories such as
fashion and food (Hollensen, 2021).
Omnichannel Strategy
Omnichannel strategy: Customer communications and product distribution are supported by
a combination of digital and traditional channels at different points in the buying cycle (‘path
to purchase’, customer journey)
2
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur jonathanvdb. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour 2,99 €. Vous n'êtes lié à rien après votre achat.
