SUMMARY DIGITAL
MARKETING
Prof. Van de Sompel
2022-2023
CLUSTER 1: INTRODUCTION INTO DIGITAL MARKETING 2
CLUSTER 2: DIGITAL MARKETING STRATEGY 12
CLUSTER 3: SEO & ANALYTICS 29
CLUSTER 4: INFLUENCER MARKETING 41
CLUSTER 5: E-COMMERCE 51
Guest Lecture: JULIE PYCK 57
CLUSTER 6: DIGITAL MARKETING TOOLBOX 59
OUTRO AND EXAM INFO 81
1
, CLUSTER 1: INTRODUCTION INTO DIGITAL MARKETING
1. DEFINITION
a. Defining Digital Marketing
“any marketing methods conducted through electronic devices which
utilize some form of a computer. This includes online marketing
efforts conducted on the internet.” (American Marketing Association)
b. Defining Digital Advertising
… advertising that employs digital technology (hardware, soft-ware, and communication
technologies) in the execution of marketing plans (Boddu et al., 2022).
2. DIGITAL MARKETING (R)EVOLUTION
a. Starting from a visionary quote
“In the future, there will be computers everywhere and we will not
notice their presence. They will just be there, seamlessly integrated into
the world at large”
Concept of “calm computing” and “ubiquitous computing”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center)
(1952 –1999)
b. To “ubiquitous computing”
Technological innovations stress the critical importance of moving
modern marketing into the digital age.
2
, c. First web ad 1994
First web ad was a banner
“It was an advertisement for AT&T on HotWired.com
in 1994, and people clicked on it like crazy.” -> 44%
CTR
“Part of AT&T’s larger “You Will” campaign, which included a series of television commercials
featuring predicted scenes from an internet-enabled future—in many cases quite accurately.”
d. Targeted ads
- In social media
- E-mail marketing
- Streaming devices
- Augmented reality in advertising
- Virtual Reality in advertising
- SEO
- AI
e. Marketing in the digital age
There are hundreds of thousands of people who were trained and mentored, and studied classical
marketing, and they got good at it… Unfortunately, the world has changed – and that education is
no longer relevant.
Clark Kokich, Former Chairman, Razorfish
3
,Marketers are facing a dilemma: They aren’t sure what’s working, they’re feeling underequipped to
meet the challenges of digital, and they’re having a tough time keeping up with the pace of change
in the industry… What’s worse, no one hands you a playbook on how to make it all work.
Ann Lewnes, Chief Marketing Officer, Adobe
The old mindset of marketing products by creating expensive campaigns around classic
advertising media is becoming obsolete
- Classic advertising vehicles can still play an important role
- But: they must be integrated with newer ICT vehicles that make up our digital world!
→ A new, digital mindset is needed!
PART TWO: Digital Marketing: A whole new world
1. Digital Marketing = driven by (customer and employee) technology acceptance
→ Insights, trends that are useful to understand before going more into depth
a. Digital Disruption
= major marketplace changes or sector transformation following the application of technology
→ a force in the marketplace which changed the consumer landscape dramatically
Examples:
- 1995: Amazon disrupted the traditional book-selling market
- 1997: Netflix disrupted the traditional video-hire market
- 2008: Airbnb disrupted the accommodation sector
- 2009: Uber disrupted taxi services
- 2022?
b. Technology Acceptance Model (TAM)
In 1989, acceptance of technology was a major challenge (it developed in a time were the email
was just rising)
- Computers were introduced in the workplace
- → Difficulties in comprehending benefits
- → Difficult to persuade companies to adopt new technologies (e.g., email)
Davis (1989)
- Can we predict system usage?
- Testing the adoption of new technology based on positive attitudes towards the
perceived client benefit and the user experience
→ Technology Acceptance Model (TAM) → Try to identify how they could predict that
certain technologies would become successful and other technologies would not
4
,TAM considers positive attitudes towards:
- Perceived usefulness
- Perceived ease of use
→ The way in which we think a technology is useful and the relevance of that use determine
whether a technology will be accepted
→ Overview of how perceived usefulness and
perceived ease of use can be measured,
→ ‘Email’ could be replaced with another type of
technology
(e.g. AR, personal drones, specific apps)
=> the questionnaire they used
Model has been extended multiple times to make it more relevant to today’s environment
- TAM 2: + social influence and cognitive instrumental processes (Venkatesh & Davis,
2000; Venkatesh, 2000)
- Unified Theory of Acceptance and Use of Technology (UTAUT): + social influence and
facilitating conditions (Venkatesh et al., 2003)
- TAM 3, applied to e-commerce: + effects of trust and perceived risk (Venkatesh & Bala,
2008)
TAM is also relevant for marketeers:
We all differ in how much we understand/accept digital media – also marketeers
= Reflection of differences in personal values and worldview
- There is no such thing as “one profile” for “a typical digital marketeer”
- Different channels, customers, skill sets, programs used, …
- There are so many types, for a lot of different media
- ex. SEO experts, analysis experts… everybody has their own niche
5
,2. CAPABILITY TO BE MEASURED
- In Digital: a lot is measurable (more than in a traditional world)
- Digital footprint = large quantity of information that may be used as input for marketing
research → can be quantified
- Machine learning (ML) can help understand historic information and aid in the planning
of future operations
- Big Data
a. Big Data
- Business sales records
- Results of research (e.g. Nielsen)
- Social media news feeds
- Logs of click streams on a web page or mobile app
- …
Large data sets that computers could barely handle in the past (Cox &
Ellsworth, 1997)
3Vs of big data (Laney, 2001):
1. Volume - breadth and depth of data → volume of the data (wideness, how deep it goes,
how many items you have about a person)
2. Variety - Different types of data
3. Velocity - speed of data
(Veracity: truthfulness, how ethical it is, if it’s collected in a good way
Variability: how can you use it?)
Semi-structured data: can be structured but isn’t in sé
● You need programs to structure it
Unstructured: no real definitions of how you can use it, no defined way to work with it (bv.
photographs, video’s)
b. Big data: How does it work?
6
, An example:
- Social media (incl. Facebook, Twitter, Google) gather data based on social media use:
- Current interests, lifestyle changes, keyword searches (e.g. organic diet, new car
purchase, family vacation, etc.)
- Brand loyalty (e.g. brand loyal vs. brand agnostic)
- Shopping preferences (e.g. in-store, online research, mobile interactive, sales and
coupons, shopping list or spontaneous, experimental or fixed choice)
- Digital personas (e.g. profiles of online behavior, click data, device preferences)
- …
This data is fed back to data specialists
Can inform market research companies (e.g. Nielsen: https://www.nielsen.com/be/en/) and
marketers, who want to target the right audience with the right message
- Nielsen: company into marketing research→ They sell the data they gather
- They collect and sell data and provide services to companies to interpret this data
Generating big data
→ Banking apps, apps of company all ways to generate data
However, digital data collection also has a darker side:
- Information overload and chronic distraction
- The threat of privacy invasion
- Information control by global technology giants
A lot of ethical issues concerning Big Data
● ex. Is it okay that such a small amount of big
companies have control over all this data?
● Privacy invasion: how your data is being used, how is
your privacy breached?
● Information overload: social media, designed to
attract you to keep you watching their media
● How does this effect us in our daily lives?
Also a trend in digital marketing … more regulation
-> Important trend: a lot of regulation is beginning to pop up
at the moment
Clip dia 26:
7
MARKETING
Prof. Van de Sompel
2022-2023
CLUSTER 1: INTRODUCTION INTO DIGITAL MARKETING 2
CLUSTER 2: DIGITAL MARKETING STRATEGY 12
CLUSTER 3: SEO & ANALYTICS 29
CLUSTER 4: INFLUENCER MARKETING 41
CLUSTER 5: E-COMMERCE 51
Guest Lecture: JULIE PYCK 57
CLUSTER 6: DIGITAL MARKETING TOOLBOX 59
OUTRO AND EXAM INFO 81
1
, CLUSTER 1: INTRODUCTION INTO DIGITAL MARKETING
1. DEFINITION
a. Defining Digital Marketing
“any marketing methods conducted through electronic devices which
utilize some form of a computer. This includes online marketing
efforts conducted on the internet.” (American Marketing Association)
b. Defining Digital Advertising
… advertising that employs digital technology (hardware, soft-ware, and communication
technologies) in the execution of marketing plans (Boddu et al., 2022).
2. DIGITAL MARKETING (R)EVOLUTION
a. Starting from a visionary quote
“In the future, there will be computers everywhere and we will not
notice their presence. They will just be there, seamlessly integrated into
the world at large”
Concept of “calm computing” and “ubiquitous computing”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center)
(1952 –1999)
b. To “ubiquitous computing”
Technological innovations stress the critical importance of moving
modern marketing into the digital age.
2
, c. First web ad 1994
First web ad was a banner
“It was an advertisement for AT&T on HotWired.com
in 1994, and people clicked on it like crazy.” -> 44%
CTR
“Part of AT&T’s larger “You Will” campaign, which included a series of television commercials
featuring predicted scenes from an internet-enabled future—in many cases quite accurately.”
d. Targeted ads
- In social media
- E-mail marketing
- Streaming devices
- Augmented reality in advertising
- Virtual Reality in advertising
- SEO
- AI
e. Marketing in the digital age
There are hundreds of thousands of people who were trained and mentored, and studied classical
marketing, and they got good at it… Unfortunately, the world has changed – and that education is
no longer relevant.
Clark Kokich, Former Chairman, Razorfish
3
,Marketers are facing a dilemma: They aren’t sure what’s working, they’re feeling underequipped to
meet the challenges of digital, and they’re having a tough time keeping up with the pace of change
in the industry… What’s worse, no one hands you a playbook on how to make it all work.
Ann Lewnes, Chief Marketing Officer, Adobe
The old mindset of marketing products by creating expensive campaigns around classic
advertising media is becoming obsolete
- Classic advertising vehicles can still play an important role
- But: they must be integrated with newer ICT vehicles that make up our digital world!
→ A new, digital mindset is needed!
PART TWO: Digital Marketing: A whole new world
1. Digital Marketing = driven by (customer and employee) technology acceptance
→ Insights, trends that are useful to understand before going more into depth
a. Digital Disruption
= major marketplace changes or sector transformation following the application of technology
→ a force in the marketplace which changed the consumer landscape dramatically
Examples:
- 1995: Amazon disrupted the traditional book-selling market
- 1997: Netflix disrupted the traditional video-hire market
- 2008: Airbnb disrupted the accommodation sector
- 2009: Uber disrupted taxi services
- 2022?
b. Technology Acceptance Model (TAM)
In 1989, acceptance of technology was a major challenge (it developed in a time were the email
was just rising)
- Computers were introduced in the workplace
- → Difficulties in comprehending benefits
- → Difficult to persuade companies to adopt new technologies (e.g., email)
Davis (1989)
- Can we predict system usage?
- Testing the adoption of new technology based on positive attitudes towards the
perceived client benefit and the user experience
→ Technology Acceptance Model (TAM) → Try to identify how they could predict that
certain technologies would become successful and other technologies would not
4
,TAM considers positive attitudes towards:
- Perceived usefulness
- Perceived ease of use
→ The way in which we think a technology is useful and the relevance of that use determine
whether a technology will be accepted
→ Overview of how perceived usefulness and
perceived ease of use can be measured,
→ ‘Email’ could be replaced with another type of
technology
(e.g. AR, personal drones, specific apps)
=> the questionnaire they used
Model has been extended multiple times to make it more relevant to today’s environment
- TAM 2: + social influence and cognitive instrumental processes (Venkatesh & Davis,
2000; Venkatesh, 2000)
- Unified Theory of Acceptance and Use of Technology (UTAUT): + social influence and
facilitating conditions (Venkatesh et al., 2003)
- TAM 3, applied to e-commerce: + effects of trust and perceived risk (Venkatesh & Bala,
2008)
TAM is also relevant for marketeers:
We all differ in how much we understand/accept digital media – also marketeers
= Reflection of differences in personal values and worldview
- There is no such thing as “one profile” for “a typical digital marketeer”
- Different channels, customers, skill sets, programs used, …
- There are so many types, for a lot of different media
- ex. SEO experts, analysis experts… everybody has their own niche
5
,2. CAPABILITY TO BE MEASURED
- In Digital: a lot is measurable (more than in a traditional world)
- Digital footprint = large quantity of information that may be used as input for marketing
research → can be quantified
- Machine learning (ML) can help understand historic information and aid in the planning
of future operations
- Big Data
a. Big Data
- Business sales records
- Results of research (e.g. Nielsen)
- Social media news feeds
- Logs of click streams on a web page or mobile app
- …
Large data sets that computers could barely handle in the past (Cox &
Ellsworth, 1997)
3Vs of big data (Laney, 2001):
1. Volume - breadth and depth of data → volume of the data (wideness, how deep it goes,
how many items you have about a person)
2. Variety - Different types of data
3. Velocity - speed of data
(Veracity: truthfulness, how ethical it is, if it’s collected in a good way
Variability: how can you use it?)
Semi-structured data: can be structured but isn’t in sé
● You need programs to structure it
Unstructured: no real definitions of how you can use it, no defined way to work with it (bv.
photographs, video’s)
b. Big data: How does it work?
6
, An example:
- Social media (incl. Facebook, Twitter, Google) gather data based on social media use:
- Current interests, lifestyle changes, keyword searches (e.g. organic diet, new car
purchase, family vacation, etc.)
- Brand loyalty (e.g. brand loyal vs. brand agnostic)
- Shopping preferences (e.g. in-store, online research, mobile interactive, sales and
coupons, shopping list or spontaneous, experimental or fixed choice)
- Digital personas (e.g. profiles of online behavior, click data, device preferences)
- …
This data is fed back to data specialists
Can inform market research companies (e.g. Nielsen: https://www.nielsen.com/be/en/) and
marketers, who want to target the right audience with the right message
- Nielsen: company into marketing research→ They sell the data they gather
- They collect and sell data and provide services to companies to interpret this data
Generating big data
→ Banking apps, apps of company all ways to generate data
However, digital data collection also has a darker side:
- Information overload and chronic distraction
- The threat of privacy invasion
- Information control by global technology giants
A lot of ethical issues concerning Big Data
● ex. Is it okay that such a small amount of big
companies have control over all this data?
● Privacy invasion: how your data is being used, how is
your privacy breached?
● Information overload: social media, designed to
attract you to keep you watching their media
● How does this effect us in our daily lives?
Also a trend in digital marketing … more regulation
-> Important trend: a lot of regulation is beginning to pop up
at the moment
Clip dia 26:
7
