2025
Samenvatting Digital
Marketing
,INHOUDSOPGAVE
SAMENVATTING DIGITAL MARKETING ....................................................................................................... 2
1. SETTING THE SCENE .......................................................................................................................................2
Context: digital and marketing ....................................................................................................................2
Marketing communications minicourse ......................................................................................................3
Digital marketing in 2025: threats and issues ..............................................................................................6
2. DIGITAL MARKETING MEDIA ........................................................................................................................... 16
Digital marketing landscape ..................................................................................................................... 16
SEO ........................................................................................................................................................ 16
SEA (or CPC, or SEM) ............................................................................................................................... 19
Website .................................................................................................................................................. 20
Online advertising ................................................................................................................................... 22
E-mail & other forms of direct marketing ................................................................................................... 22
Social media ........................................................................................................................................... 24
Mobile .................................................................................................................................................... 25
DOOH .................................................................................................................................................... 26
3. SOCIAL MEDIA MARKETING ............................................................................................................................. 28
What do adolescents see on social media? A diary study of food marketing images on social media ............ 31
A close look at health advertising on social media: a content analysis of sustainable core food messages on
social media ........................................................................................................................................... 33
A scoping review of observational studies on food and beverage advertising on social media ....................... 35
4. COVERT MARKETING..................................................................................................................................... 37
Persuasion knowledge model .................................................................................................................. 37
The effect of disclosure format on native advertising recognition and audience perceptions of legacy and
online news publishers ............................................................................................................................ 38
Rethinking the persuasion knowledge model: schematic antecedents and associative outcomes of
persuasion knowledge activation for covert advertising ............................................................................. 43
Disclosure-driven recognition of native advertising: a test of two competing mechanisms ........................... 45
5. ONLINE BEHAVIOR ADVERTISING (OBA) ............................................................................................................ 48
Literature review Online behavioral advertising ......................................................................................... 48
Data-driven digital advertising: benefits and risks of online behavioral advertising ....................................... 55
Consumer response to OBA in a social media context: the role of perceived ad complicity .......................... 55
How persuasive is personalized advertising? (A meta-analysis) .................................................................. 56
6. SEARCH ENGINE ADVERTISING (SEA) ............................................................................................................... 57
AdWords account structure ..................................................................................................................... 57
Ads & keywords....................................................................................................................................... 58
The AdWords auction .............................................................................................................................. 61
Tracking the quality score ........................................................................................................................ 61
Ad extensions ......................................................................................................................................... 62
Bidding strategy ...................................................................................................................................... 64
google Exam questions ............................................................................................................................ 64
1
,SAMENVATTING DIGITAL MARKETING
1. SETTING THE SCENE
Practicalities
- There won’t be a reader fort his course because it is a field that changes that rapidly that the reader would
be outdated by the exam
o So, this course will offer a mix of practical insights and academic insights with a long-term value
- He recommends working with the additional materials, to understand the whole idea of the live lectures
- Exam
o Need to hand in a certificate that you followed a course (see on toledo)
▪ This certificate is you ticket to the exam
▪ Won’t have an impact on your score, it’s a pass/fail system
o BYOD exam
▪ Open book
• You can consult all material, except for other people and AI
CONTEXT: DIGITAL AND MARKETING
- The focus in this course lies on larger media and platforms and we take a systems thinking approach
o Focus on marketing communications (digital advertising)
- We try to be smart about how things will evolve
o Deeply understanding the system, the basics, and the history of marketing drastically increases
the likelihood of understanding its future
o We need to understand how marketing communications work before we can try to understand
how digital marketing works
o But everyone can make very costly mistakes
▪ Influencer marketing could be an example of this nowadays
• There is a lot of money being put into this nowadays, but there is no valid reason behind
it. Companies start doing it because everyone is doing it, and they don’t want to lag
behind
▪ NFTs
▪ Metaverse
• Is possible that it will succeed in ten years’ time, but right now it’s not working
yet
• But nowadays we use Meta’s products while also doing another activity, like
watching tv or sitting in class. Our full focus isn’t on one application anymore, so
it isn’t interesting for the consumer to wear a headset to only use one
application at a time
▪ Musk buying Twitter
▪ Trump hoping to sell Truth Social
• This is Trumps’ own social media platform that he now tries to sell, and he uses
it as his own playground
▪ But also neglecting digital evolutions
• E.g. AI
▪ Neglecting physical marketing
• The whole world is turning to digital marketing nowadays, which leaves a spot
for the physical space
• So, it might work better right now to work with the physical space, and especially
when you use both the physical and the digital market
2
, MARKETING COMMUNICATIONS MINICOURSE
Marcom always works via media
- Above-the-line vs Below-the-line: explains a lot about how the marketing world still works today
o Above-the-line
= mass media
▪ Target audience: untargeted and broad
▪ Typically, what people refer to as “advertising”
▪ The price for an ad was always 15% of the total media budget
• Big advertising agencies liked to work with mass media
▪ Much of the focus and the money goes to this type of advertising
o Below-the-line
▪ Target audience: specific and targeted
▪ Here, there wasn’t an industry standard of 15%
• This is why agencies didn’t like to work with this kind of media, because they had
to negotiate for the price every time
• So, all the agencies went to the above-the-line marketing
ATL is about reaching the masses with a general message, while BTL is about reaching specific
individuals with targeted messages
o Paid media
= every medium you have to pay for
o Owned media
= media you own yourself, eg. Mail, social media page, podcast,…
o Earned media
= word of mouth etc.
- Should be about branding first and campaigning second
o Branding
= a long-term strategic on how to build, grow and maintain your brand value
▪ Marcom should always serve the brand strategy
o Campaigning
= a strategically planned chronology and collection of marcoms with a common creative appeal
and an appropriate communication strategy and budget planning per medium
- Reach vs relevance
o Reach
= Hardly noticed peripheral cues affect us, certainly when repeated over and over again (Byron
Sharp: “distinctive assets” + “constant availability”)
▪ Finding people: the more, the better
▪ The more people you can approach with your marketing, the higher likelihood of success
3
Samenvatting Digital
Marketing
,INHOUDSOPGAVE
SAMENVATTING DIGITAL MARKETING ....................................................................................................... 2
1. SETTING THE SCENE .......................................................................................................................................2
Context: digital and marketing ....................................................................................................................2
Marketing communications minicourse ......................................................................................................3
Digital marketing in 2025: threats and issues ..............................................................................................6
2. DIGITAL MARKETING MEDIA ........................................................................................................................... 16
Digital marketing landscape ..................................................................................................................... 16
SEO ........................................................................................................................................................ 16
SEA (or CPC, or SEM) ............................................................................................................................... 19
Website .................................................................................................................................................. 20
Online advertising ................................................................................................................................... 22
E-mail & other forms of direct marketing ................................................................................................... 22
Social media ........................................................................................................................................... 24
Mobile .................................................................................................................................................... 25
DOOH .................................................................................................................................................... 26
3. SOCIAL MEDIA MARKETING ............................................................................................................................. 28
What do adolescents see on social media? A diary study of food marketing images on social media ............ 31
A close look at health advertising on social media: a content analysis of sustainable core food messages on
social media ........................................................................................................................................... 33
A scoping review of observational studies on food and beverage advertising on social media ....................... 35
4. COVERT MARKETING..................................................................................................................................... 37
Persuasion knowledge model .................................................................................................................. 37
The effect of disclosure format on native advertising recognition and audience perceptions of legacy and
online news publishers ............................................................................................................................ 38
Rethinking the persuasion knowledge model: schematic antecedents and associative outcomes of
persuasion knowledge activation for covert advertising ............................................................................. 43
Disclosure-driven recognition of native advertising: a test of two competing mechanisms ........................... 45
5. ONLINE BEHAVIOR ADVERTISING (OBA) ............................................................................................................ 48
Literature review Online behavioral advertising ......................................................................................... 48
Data-driven digital advertising: benefits and risks of online behavioral advertising ....................................... 55
Consumer response to OBA in a social media context: the role of perceived ad complicity .......................... 55
How persuasive is personalized advertising? (A meta-analysis) .................................................................. 56
6. SEARCH ENGINE ADVERTISING (SEA) ............................................................................................................... 57
AdWords account structure ..................................................................................................................... 57
Ads & keywords....................................................................................................................................... 58
The AdWords auction .............................................................................................................................. 61
Tracking the quality score ........................................................................................................................ 61
Ad extensions ......................................................................................................................................... 62
Bidding strategy ...................................................................................................................................... 64
google Exam questions ............................................................................................................................ 64
1
,SAMENVATTING DIGITAL MARKETING
1. SETTING THE SCENE
Practicalities
- There won’t be a reader fort his course because it is a field that changes that rapidly that the reader would
be outdated by the exam
o So, this course will offer a mix of practical insights and academic insights with a long-term value
- He recommends working with the additional materials, to understand the whole idea of the live lectures
- Exam
o Need to hand in a certificate that you followed a course (see on toledo)
▪ This certificate is you ticket to the exam
▪ Won’t have an impact on your score, it’s a pass/fail system
o BYOD exam
▪ Open book
• You can consult all material, except for other people and AI
CONTEXT: DIGITAL AND MARKETING
- The focus in this course lies on larger media and platforms and we take a systems thinking approach
o Focus on marketing communications (digital advertising)
- We try to be smart about how things will evolve
o Deeply understanding the system, the basics, and the history of marketing drastically increases
the likelihood of understanding its future
o We need to understand how marketing communications work before we can try to understand
how digital marketing works
o But everyone can make very costly mistakes
▪ Influencer marketing could be an example of this nowadays
• There is a lot of money being put into this nowadays, but there is no valid reason behind
it. Companies start doing it because everyone is doing it, and they don’t want to lag
behind
▪ NFTs
▪ Metaverse
• Is possible that it will succeed in ten years’ time, but right now it’s not working
yet
• But nowadays we use Meta’s products while also doing another activity, like
watching tv or sitting in class. Our full focus isn’t on one application anymore, so
it isn’t interesting for the consumer to wear a headset to only use one
application at a time
▪ Musk buying Twitter
▪ Trump hoping to sell Truth Social
• This is Trumps’ own social media platform that he now tries to sell, and he uses
it as his own playground
▪ But also neglecting digital evolutions
• E.g. AI
▪ Neglecting physical marketing
• The whole world is turning to digital marketing nowadays, which leaves a spot
for the physical space
• So, it might work better right now to work with the physical space, and especially
when you use both the physical and the digital market
2
, MARKETING COMMUNICATIONS MINICOURSE
Marcom always works via media
- Above-the-line vs Below-the-line: explains a lot about how the marketing world still works today
o Above-the-line
= mass media
▪ Target audience: untargeted and broad
▪ Typically, what people refer to as “advertising”
▪ The price for an ad was always 15% of the total media budget
• Big advertising agencies liked to work with mass media
▪ Much of the focus and the money goes to this type of advertising
o Below-the-line
▪ Target audience: specific and targeted
▪ Here, there wasn’t an industry standard of 15%
• This is why agencies didn’t like to work with this kind of media, because they had
to negotiate for the price every time
• So, all the agencies went to the above-the-line marketing
ATL is about reaching the masses with a general message, while BTL is about reaching specific
individuals with targeted messages
o Paid media
= every medium you have to pay for
o Owned media
= media you own yourself, eg. Mail, social media page, podcast,…
o Earned media
= word of mouth etc.
- Should be about branding first and campaigning second
o Branding
= a long-term strategic on how to build, grow and maintain your brand value
▪ Marcom should always serve the brand strategy
o Campaigning
= a strategically planned chronology and collection of marcoms with a common creative appeal
and an appropriate communication strategy and budget planning per medium
- Reach vs relevance
o Reach
= Hardly noticed peripheral cues affect us, certainly when repeated over and over again (Byron
Sharp: “distinctive assets” + “constant availability”)
▪ Finding people: the more, the better
▪ The more people you can approach with your marketing, the higher likelihood of success
3
