Inhoud
Part 1: introduction to digital marketing...........................................................................................2
Trends in digital marketing.................................................................................................................2
4P’s 4C’s of digital marketing............................................................................................................3
Challenges of digital marketing..........................................................................................................3
The 6 steps to online success.............................................................................................................4
Part 2: inbound & content marketing, conversation management....................................................8
Traditional marketing vs inbound marketing......................................................................................8
Inbound marketing: what is it? + the content funnel.........................................................................9
Remarketing or retargeting..............................................................................................................10
Content marketing...........................................................................................................................11
Conversation management..............................................................................................................14
Part 3: the social media landscape..................................................................................................15
Social networks................................................................................................................................16
Choosing between different networks to advertise on....................................................................17
Part 4: focus on Facebook................................................................................................................17
Introduction to Facebook business..................................................................................................17
Facebook organic advertising...........................................................................................................18
Facebook paid advertising................................................................................................................19
Part 5: focus on Instagram...............................................................................................................23
Instagram’s algorithm.......................................................................................................................23
Instagram explore page....................................................................................................................26
Instagram for business.....................................................................................................................26
Part 6: focus on youtube.................................................................................................................27
Youtube’s algorithm.........................................................................................................................27
Advertising on Youtube....................................................................................................................28
Part 7: focus on linkedin..................................................................................................................30
Your company on LinkedIn...............................................................................................................31
Sales via LinkedIn..............................................................................................................................32
Part 8: SEM and SEO........................................................................................................................33
PART 9: online advertising...............................................................................................................37
Part 10: measuring..........................................................................................................................41
1
,Trends in digital marketing
-An increasing amount of mobile users,
-E-commerce penetration keeps growing, in Belgium as well as on the
international stage
Especially with younger generations such as millennials, gen-z. Whilst baby
boomers and the silent generation are slower to adopt E-commerce.
People indicate price, previous positive experiences and quick delivery as
their main drivers for buying online at a certain website.
Big E-commerce stores such as Amazon dominate: 88% of the transaction value
is generated by just 3.55% of online merchants.
The digital consumer spends his time on:
Searching and spreading information (google search, blogs, forums,
websites and social media)
Social interaction (gmail, messenger, instagram)
Buying and selling products (web shops)
Behavior trends of the digital consumer:
Digital consumers show emotion and power, they influence others.
They also care about the opinion of others (by reading reviews, following
influencers and making sure they gather as many likes as possible).
This is why they’re generally well informed.
The digital consumer wants ultimate convenience, digital consumers are
generally very lazy and want their content to come to them easily and
fast. This is why they want personalized content, this is the ultimate
convenience since it removes the need for them to search for the
content they want.
By reading reviews, forums the digital customers are well informed and
more powerful than traditional customers.
2
,4P’s 4C’s of digital marketing
1. Product customization (creating your own product) and co-creation
(gathering ideas from users to create new products)
2. Price currency (dynamic pricing) the prices of products
automatically get adjusted based on demand and availability of the
product, plus the prices competitors are offering at a certain time.
3. Place communal activation creating international communities that
use your product such as Uber, AirBNB). These concepts have no
physical location and can be used anywhere.
4. Promotion conversation instead of relaying traditional
promotional messages to your customer, you try to interact and
conversate with them.
!! Digital marketing will not replace traditional marketing, instead it should
combine with offline marketing to create a more effective system called
marketing 4.0. !!
Challenges of digital marketing
Thanks to the internet….
3
, This is why modern marketeers require a broad skillset, consisting of:
technological knowledge, consumer psychology knowledge, analytical
mindset, creativity…
The 6 steps to online success
Step 1: Determine target group & buying persona
1. Gather as much information as possible
Criteria for B2C marketing
Don’t study by heart, these are just some examples of criteria you can use.
-Try to describe your target audiences as profoundly as possible, sometimes you
will need to determine different target audiences to serve everyone.
To help find the right criteria for selecting your B2C marketing crowd, you
can create a buying persona. These persona’s help to understand the
individuals you are targeting, to optimise product development, marketing
and services.
How to create a buying persona?
1. Gather as much information as
possible Through field research
-Social listening: try to find out what people are saying about your brand,
and what your target group is actively talking about and interested in. Their
likes and dislikes are also important.
How? By using monitoring tools such as social searcher, social media,
4
Part 1: introduction to digital marketing...........................................................................................2
Trends in digital marketing.................................................................................................................2
4P’s 4C’s of digital marketing............................................................................................................3
Challenges of digital marketing..........................................................................................................3
The 6 steps to online success.............................................................................................................4
Part 2: inbound & content marketing, conversation management....................................................8
Traditional marketing vs inbound marketing......................................................................................8
Inbound marketing: what is it? + the content funnel.........................................................................9
Remarketing or retargeting..............................................................................................................10
Content marketing...........................................................................................................................11
Conversation management..............................................................................................................14
Part 3: the social media landscape..................................................................................................15
Social networks................................................................................................................................16
Choosing between different networks to advertise on....................................................................17
Part 4: focus on Facebook................................................................................................................17
Introduction to Facebook business..................................................................................................17
Facebook organic advertising...........................................................................................................18
Facebook paid advertising................................................................................................................19
Part 5: focus on Instagram...............................................................................................................23
Instagram’s algorithm.......................................................................................................................23
Instagram explore page....................................................................................................................26
Instagram for business.....................................................................................................................26
Part 6: focus on youtube.................................................................................................................27
Youtube’s algorithm.........................................................................................................................27
Advertising on Youtube....................................................................................................................28
Part 7: focus on linkedin..................................................................................................................30
Your company on LinkedIn...............................................................................................................31
Sales via LinkedIn..............................................................................................................................32
Part 8: SEM and SEO........................................................................................................................33
PART 9: online advertising...............................................................................................................37
Part 10: measuring..........................................................................................................................41
1
,Trends in digital marketing
-An increasing amount of mobile users,
-E-commerce penetration keeps growing, in Belgium as well as on the
international stage
Especially with younger generations such as millennials, gen-z. Whilst baby
boomers and the silent generation are slower to adopt E-commerce.
People indicate price, previous positive experiences and quick delivery as
their main drivers for buying online at a certain website.
Big E-commerce stores such as Amazon dominate: 88% of the transaction value
is generated by just 3.55% of online merchants.
The digital consumer spends his time on:
Searching and spreading information (google search, blogs, forums,
websites and social media)
Social interaction (gmail, messenger, instagram)
Buying and selling products (web shops)
Behavior trends of the digital consumer:
Digital consumers show emotion and power, they influence others.
They also care about the opinion of others (by reading reviews, following
influencers and making sure they gather as many likes as possible).
This is why they’re generally well informed.
The digital consumer wants ultimate convenience, digital consumers are
generally very lazy and want their content to come to them easily and
fast. This is why they want personalized content, this is the ultimate
convenience since it removes the need for them to search for the
content they want.
By reading reviews, forums the digital customers are well informed and
more powerful than traditional customers.
2
,4P’s 4C’s of digital marketing
1. Product customization (creating your own product) and co-creation
(gathering ideas from users to create new products)
2. Price currency (dynamic pricing) the prices of products
automatically get adjusted based on demand and availability of the
product, plus the prices competitors are offering at a certain time.
3. Place communal activation creating international communities that
use your product such as Uber, AirBNB). These concepts have no
physical location and can be used anywhere.
4. Promotion conversation instead of relaying traditional
promotional messages to your customer, you try to interact and
conversate with them.
!! Digital marketing will not replace traditional marketing, instead it should
combine with offline marketing to create a more effective system called
marketing 4.0. !!
Challenges of digital marketing
Thanks to the internet….
3
, This is why modern marketeers require a broad skillset, consisting of:
technological knowledge, consumer psychology knowledge, analytical
mindset, creativity…
The 6 steps to online success
Step 1: Determine target group & buying persona
1. Gather as much information as possible
Criteria for B2C marketing
Don’t study by heart, these are just some examples of criteria you can use.
-Try to describe your target audiences as profoundly as possible, sometimes you
will need to determine different target audiences to serve everyone.
To help find the right criteria for selecting your B2C marketing crowd, you
can create a buying persona. These persona’s help to understand the
individuals you are targeting, to optimise product development, marketing
and services.
How to create a buying persona?
1. Gather as much information as
possible Through field research
-Social listening: try to find out what people are saying about your brand,
and what your target group is actively talking about and interested in. Their
likes and dislikes are also important.
How? By using monitoring tools such as social searcher, social media,
4
