Digital marketing
Module 1: Introduction to digital marketing
Traditional vs digital marketing
In class discussion
- What is the keyword linked to marketing?
o Value
- What is the keyword linked to digital marketing?
o Value
- Goal any kind of marketing: create value!
Definition of marketing
- “Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.”
Definition of digital marketing
- “Digital marketing may be seen as activities, institutions, and processes facilitated by digital
technologies for creating, communicating and delivering value for customers and other
stakeholders”
What is value
- Question: what is your favorite brand? Product? Service? And why?
- Your answer: … because of ….
o Is very hetrogeneous -> it is important to know what each group of customers wants
▪ And then how do we deliver it?
Something else
- A change in technology has an impact on everything
o For example: using robots -> delivers value to customers but also creates a new
business model and they capture real-time data
- Value becomes better or more tailor-made
1
,Digital in marketing: examples of how technological breakthroughs
affect marketing/business
- Robots in Hilton Hotel: augmenting human employees
- Chatbots @ many companies/service providers
- Robots that serve food
o Impact: people gave more tips!
- IBM Doctor Watson – Surgery (even possible from distance)
- Service robots with different AI levels
o Feeling AI: building relationships
- The Internet of Things IoT – Smart Products -> robot taxi
- Amazon: deliver package in your car
- Virtual Queue – Airport
- Example: digital marketing: also for small business
o Facebook: lost 5 kg in 1 week
- Education: intelligent classroom behavior management system
- Education: MOOC (massive open online courses)
- Services in metaverse
o What is metaverse:
- Hologram
2
,Digital in marketing (S.E.2.0)
Revolution in life/business (digital marketing is linked to revolutions)
- First Industrial Revolution:
o People started using water and steam power to mechanize production
- Second Industrial Revolution:
o Employees started using electric power to create mass customization
- Third Industrial Revolution:
o People started using electronics and information technology to automate production
o Introduction of technology -> www -> E-commerce
- Currently, we are undergoing a Fourth Industrial Revolution – a technology revolution:
o building on the Third, that is characterized by a mix of technologies that is altering
the way employees and customers relate to one another and the way products and
services are designed, produced, consumed and experienced
4 business models in service encounter 2.0
- Asset builders deliver value through the use of physical goods (physical capital):
o These companies make, market, distribute, sell and lease physical things
o Example: window
- Service providers deliver value through skilled people (human capital):
o These companies hire and develop workers who provide services to customers for
which they charge
o Example: giving advise
- Introduction of technology
- Technology creators deliver value through ideas (intellectual capital):
o These companies develop and sell intellectual property, such as software, analytics,
pharmaceuticals and biotechnology
o Then after we can go to a next stage
o Example: window with sensors -> smart products
- Network orchestrators deliver value through relationships (network capital):
o These companies create a platform that participants use to interact or transact with
the many other members of the network
o They may sell products, build relationships, share advice, give reviews, collaborate
and more
o Example: window with sensors that can also be connected to my phone, to the police
station
3
, A service system: a blend of business models
- Examples: smart bra, smart toilet, smart windows, smart glasses, smart fridge
- Asset builders (physical capital) x Service providers (human capital) x Technology creators
(intellectual capital) x Network orchestrators (network capital)
- As a result:
o The service encounter – referred to as “the moment of truth – and defined as “the
dyadic interaction between a customer and a service providers not true anymore
during the Fourth Industrial Revolution
Service encounter (original - version 1.0)
A new version: service encounter 2.0
- Is connected with technology so makes everything more complex
- In the spirit of the Fourth Industrial Revolution, the service encounter 2.0 encompasses the
customers-employees-technologies interrelationships and includes all interactions in a
service system that is comprised of:
o Multiple customers,
o Different types of employees, and
o Technologies that may:
▪ Substitute for employees,
▪ Augment the customer-employee interaction or
▪ Take a network facilitating role in connecting all actors anytime and
anywhere
- With the goal to create an optimized space that emerges from a blend of (disrupted) business
models that generate value through a fusion of physical (asset builder), human (service
provider), intellectual (technology creator), and network (network orchestrator) capital
Quotes
- “It’s is not the strongest of the species that survive, nor the most intelligent, but the one
most responsive to change” (C. Darwin)
- “The measure of intelligence is the ability to change”(Albert Einstein)
4
Module 1: Introduction to digital marketing
Traditional vs digital marketing
In class discussion
- What is the keyword linked to marketing?
o Value
- What is the keyword linked to digital marketing?
o Value
- Goal any kind of marketing: create value!
Definition of marketing
- “Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.”
Definition of digital marketing
- “Digital marketing may be seen as activities, institutions, and processes facilitated by digital
technologies for creating, communicating and delivering value for customers and other
stakeholders”
What is value
- Question: what is your favorite brand? Product? Service? And why?
- Your answer: … because of ….
o Is very hetrogeneous -> it is important to know what each group of customers wants
▪ And then how do we deliver it?
Something else
- A change in technology has an impact on everything
o For example: using robots -> delivers value to customers but also creates a new
business model and they capture real-time data
- Value becomes better or more tailor-made
1
,Digital in marketing: examples of how technological breakthroughs
affect marketing/business
- Robots in Hilton Hotel: augmenting human employees
- Chatbots @ many companies/service providers
- Robots that serve food
o Impact: people gave more tips!
- IBM Doctor Watson – Surgery (even possible from distance)
- Service robots with different AI levels
o Feeling AI: building relationships
- The Internet of Things IoT – Smart Products -> robot taxi
- Amazon: deliver package in your car
- Virtual Queue – Airport
- Example: digital marketing: also for small business
o Facebook: lost 5 kg in 1 week
- Education: intelligent classroom behavior management system
- Education: MOOC (massive open online courses)
- Services in metaverse
o What is metaverse:
- Hologram
2
,Digital in marketing (S.E.2.0)
Revolution in life/business (digital marketing is linked to revolutions)
- First Industrial Revolution:
o People started using water and steam power to mechanize production
- Second Industrial Revolution:
o Employees started using electric power to create mass customization
- Third Industrial Revolution:
o People started using electronics and information technology to automate production
o Introduction of technology -> www -> E-commerce
- Currently, we are undergoing a Fourth Industrial Revolution – a technology revolution:
o building on the Third, that is characterized by a mix of technologies that is altering
the way employees and customers relate to one another and the way products and
services are designed, produced, consumed and experienced
4 business models in service encounter 2.0
- Asset builders deliver value through the use of physical goods (physical capital):
o These companies make, market, distribute, sell and lease physical things
o Example: window
- Service providers deliver value through skilled people (human capital):
o These companies hire and develop workers who provide services to customers for
which they charge
o Example: giving advise
- Introduction of technology
- Technology creators deliver value through ideas (intellectual capital):
o These companies develop and sell intellectual property, such as software, analytics,
pharmaceuticals and biotechnology
o Then after we can go to a next stage
o Example: window with sensors -> smart products
- Network orchestrators deliver value through relationships (network capital):
o These companies create a platform that participants use to interact or transact with
the many other members of the network
o They may sell products, build relationships, share advice, give reviews, collaborate
and more
o Example: window with sensors that can also be connected to my phone, to the police
station
3
, A service system: a blend of business models
- Examples: smart bra, smart toilet, smart windows, smart glasses, smart fridge
- Asset builders (physical capital) x Service providers (human capital) x Technology creators
(intellectual capital) x Network orchestrators (network capital)
- As a result:
o The service encounter – referred to as “the moment of truth – and defined as “the
dyadic interaction between a customer and a service providers not true anymore
during the Fourth Industrial Revolution
Service encounter (original - version 1.0)
A new version: service encounter 2.0
- Is connected with technology so makes everything more complex
- In the spirit of the Fourth Industrial Revolution, the service encounter 2.0 encompasses the
customers-employees-technologies interrelationships and includes all interactions in a
service system that is comprised of:
o Multiple customers,
o Different types of employees, and
o Technologies that may:
▪ Substitute for employees,
▪ Augment the customer-employee interaction or
▪ Take a network facilitating role in connecting all actors anytime and
anywhere
- With the goal to create an optimized space that emerges from a blend of (disrupted) business
models that generate value through a fusion of physical (asset builder), human (service
provider), intellectual (technology creator), and network (network orchestrator) capital
Quotes
- “It’s is not the strongest of the species that survive, nor the most intelligent, but the one
most responsive to change” (C. Darwin)
- “The measure of intelligence is the ability to change”(Albert Einstein)
4
