DIGITAL PERSUASIVE COMMUNICATION
Cluster 1: The digital adver2sing landscape
Defining digital marke/ng
“Any marke2ng methods conducted through electronic devices which u2lize some form of a computer. This includes
online marke2ng efforts conducted on the internet.” (American Marke2ng Associa2on)”
Defining digital adver/sing
… adver2sing that employs digital technology (hardware, soG-ware, and communica2on technologies) in the
execu2on of marke2ng plans (Boddu et al., 2022).
It has revolu2onized how brands interact with consumers, offering precise targe2ng, measurable results, and the
ability to reach global audiences.
From print to pixels: why brands are moving to digital
• Tradi2onal Media: TV, radio, and print ads s2ll have a place but are limited in reach and targe2ng capabili2es.
• Digital Revolu2on: The rise of the internet has drama2cally shiGed ad spending towards digital due to its
flexibility, measurable impact, and reach.
Why digital adver/sing ma<ers
Key Advantages:
• Precise Targe2ng: Adver2sers can use detailed user data to craG personalized ads.
• Interac2ve & Engaging: Digital ads allow for real-2me user interac2on (e.g., comments, clicks, shares).
• Data-Driven: Instant feedback through analy2cs, leading to higher ROI. > measurable results
• Cost-Effec2veness: Compared to tradi2onal media, digital ads are scalable, making them accessible to
businesses of all sizes.
Evolu2on of digital marke2ng
Star/ng from a visionary quote
“In the future, there will be computers everywhere and we will not no2ce their presence. They will just be there,
seamlessly integrated into the world at large”
Concept of “calm compu2ng” and “ubiquitous compu2ng”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center) (1952 –1999)
1
,Ubiquitous compu/ng
= pervasive compu2ng
= a concept that refers to a world where technology seamlessly integrates into our environment and everyday objects
making it invisible to users
= informs, interacts without being intrusive
Internet of things (IoT)
= refers to a network of physical devices, vehicles, appliances, and other physical objects that are embedded with
sensors, soGware, and network connec2vity, allowing them to collect and share data
Digital disrup/on
= major marketplace changes or sector transforma2on following the applica2on of technology
Examples:
• 1995: Amazon disrupted the tradi2onal book-selling market
• 1997: Ne`lix disrupted the tradi2onal video-hire market
• 2008: Airbnb disrupted the accommoda2on sector
• 2009: Uber disrupted taxi services
Reshaping financing models/ad system content pla`orms
(e.g., streaming services, podcas2ng)
“A cheaper, ad-supported NeJlix Ker”
- as the company tries to stem the loss of more than 1 million subscribers in 2022.
Digital marke2ng through 2me
1970’s Emailmarke/ng
• First unsolicited bulk commercial email by Gary Thuerk (marke2ng representa2ve for Digital Equipment
Corpora2on (DEC), a major American computer company
• “On May 3, 1978, Thuerk composed an email adver2sing an open house for DEC's latest computer systems
and sent it to 393 recipients. The message was addressed to every user with an ARPANET account on the
West Coast of the United States, an unprecedented move that shocked the community.
• Response to Thuerk's email was … nega2ve BUT The open house generated a significant amount of interest,
with akendees purchasing more than $12 million worth of computer equipment,
• => The birth of SPAM
hkps://yourstory.com/2023/05/origin-email-spam-digital-communica2on
First clickable display ad 1994
“First (claimed) clickable web ad was a banner adver2sement for AT&T on HotWired.com in 1994”
→ 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.”
2
,1997 – Pop-up ads
= way to capture aken2on of blind internet users
2000s – The rise of search adver/sing
& programma/c adver/sing
• Search engine marke2ng (SEM)
• Introducing the pay for placement (P4P) and introducing the pay-per-click (PPC) adver2sing models
• Introduc2on Google Adwords/Google Ads
o Google wanted to create a sponsored search experience that generated revenue without
compromising the quality and relevancy of search results.
o Crea2on of quality score: determines placement of ad in combina2on with bidding
o Quality score is s2ll used today
Keywords: Google Ads, organic search results, paid ads, conversion, PPC, CTR, (longtail) keywords, funnel (trickle
down effect)
(Hyper-) Targeked ads & Programma2c adver2sing
Targeked ads in Social media
2010+ Na/ve adver/sing
• … is paid adver2sing that matches the look, feel, and func2on of the media it appears on (Defini2on Na2ve
Adver2sing Ins2tute)
• … the use of paid ads that fit seamlessly into the media where they appear. They blend in to match the
content so that they don’t disrupt the viewer’s experience. In this way, adver2sers can post content that
hooks viewers’ aken2on by not being an obvious ad (Hubspot, 2023)
2010+ social media ads
Characteris2cs
• Integrated
• Interac2ve
• Personalised
• New goals
Influencer marke2ng
Recent evolu2ons
3
, AR & VR
Augmented reality in adver2sing
Vb Burger King
Vb Ikea
AI
AI (adver/sing)
Ar2ficial Intelligence refers to the simula2on of human intelligence in machines, enabling them to perform tasks like
decision-making, speech recogni2on, and visual percep2on.
What is AI Adver2sing?
Rodgers (2021) defined AI adver2sing as “brand communica2on that uses a range of machine func2ons that learn to
carry out tasks with intent to persuade with input by humans, machines, or both”
in Huh et al (2023)
AI in digital adver/sing
AI-enabled adver2sing spending worldwide in 2022 was es2mated to be $370 billion.
Predic2ons of $1.3 trillion in the next ten years (Sta2sta Cita2on2023).
Examples?
• Speech recogni2on
• Seman2c search
• Machine learning (ML): focuses on the using data and algorithms to enable AI to imitate the way that
humans learn, gradually improving its accuracy
o Deep learning: uses mul2layered neural networks, called deep neural networks, to simulate the
complex decision-making power of the human brain
• Natural language processing (NLP): enables computers to comprehend, generate, and manipulate human
language
Boddu et al. (2022) give 4 examples:
1. Marke2ng Predic2on
• Ability to acquire more personal informa2on
• Marketers are beker ready to interact with consumers in a meaningful way
→ More meaningful interac2on
Case – Starbucks “Data driven coffee”
Any idea how Starbucks can benefit from AI via their app?
• 2019 – launch Deep Brew = AI-based pla`orm that drives the brand’s personaliza2on engine,
drives innova2on, op2mizes store labour alloca2on, and manages inventory in stores
•
• 2011 - launch mobile app
o Started as loyalty card system (earn stars for next order)
o Became info pla`orm
o Provision of data based on customer ac2vity
o Now has four digital components to its flywheel – a reward program, personaliza2on,
payment, and ordering
4
Cluster 1: The digital adver2sing landscape
Defining digital marke/ng
“Any marke2ng methods conducted through electronic devices which u2lize some form of a computer. This includes
online marke2ng efforts conducted on the internet.” (American Marke2ng Associa2on)”
Defining digital adver/sing
… adver2sing that employs digital technology (hardware, soG-ware, and communica2on technologies) in the
execu2on of marke2ng plans (Boddu et al., 2022).
It has revolu2onized how brands interact with consumers, offering precise targe2ng, measurable results, and the
ability to reach global audiences.
From print to pixels: why brands are moving to digital
• Tradi2onal Media: TV, radio, and print ads s2ll have a place but are limited in reach and targe2ng capabili2es.
• Digital Revolu2on: The rise of the internet has drama2cally shiGed ad spending towards digital due to its
flexibility, measurable impact, and reach.
Why digital adver/sing ma<ers
Key Advantages:
• Precise Targe2ng: Adver2sers can use detailed user data to craG personalized ads.
• Interac2ve & Engaging: Digital ads allow for real-2me user interac2on (e.g., comments, clicks, shares).
• Data-Driven: Instant feedback through analy2cs, leading to higher ROI. > measurable results
• Cost-Effec2veness: Compared to tradi2onal media, digital ads are scalable, making them accessible to
businesses of all sizes.
Evolu2on of digital marke2ng
Star/ng from a visionary quote
“In the future, there will be computers everywhere and we will not no2ce their presence. They will just be there,
seamlessly integrated into the world at large”
Concept of “calm compu2ng” and “ubiquitous compu2ng”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto Research Center) (1952 –1999)
1
,Ubiquitous compu/ng
= pervasive compu2ng
= a concept that refers to a world where technology seamlessly integrates into our environment and everyday objects
making it invisible to users
= informs, interacts without being intrusive
Internet of things (IoT)
= refers to a network of physical devices, vehicles, appliances, and other physical objects that are embedded with
sensors, soGware, and network connec2vity, allowing them to collect and share data
Digital disrup/on
= major marketplace changes or sector transforma2on following the applica2on of technology
Examples:
• 1995: Amazon disrupted the tradi2onal book-selling market
• 1997: Ne`lix disrupted the tradi2onal video-hire market
• 2008: Airbnb disrupted the accommoda2on sector
• 2009: Uber disrupted taxi services
Reshaping financing models/ad system content pla`orms
(e.g., streaming services, podcas2ng)
“A cheaper, ad-supported NeJlix Ker”
- as the company tries to stem the loss of more than 1 million subscribers in 2022.
Digital marke2ng through 2me
1970’s Emailmarke/ng
• First unsolicited bulk commercial email by Gary Thuerk (marke2ng representa2ve for Digital Equipment
Corpora2on (DEC), a major American computer company
• “On May 3, 1978, Thuerk composed an email adver2sing an open house for DEC's latest computer systems
and sent it to 393 recipients. The message was addressed to every user with an ARPANET account on the
West Coast of the United States, an unprecedented move that shocked the community.
• Response to Thuerk's email was … nega2ve BUT The open house generated a significant amount of interest,
with akendees purchasing more than $12 million worth of computer equipment,
• => The birth of SPAM
hkps://yourstory.com/2023/05/origin-email-spam-digital-communica2on
First clickable display ad 1994
“First (claimed) clickable web ad was a banner adver2sement for AT&T on HotWired.com in 1994”
→ 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.”
2
,1997 – Pop-up ads
= way to capture aken2on of blind internet users
2000s – The rise of search adver/sing
& programma/c adver/sing
• Search engine marke2ng (SEM)
• Introducing the pay for placement (P4P) and introducing the pay-per-click (PPC) adver2sing models
• Introduc2on Google Adwords/Google Ads
o Google wanted to create a sponsored search experience that generated revenue without
compromising the quality and relevancy of search results.
o Crea2on of quality score: determines placement of ad in combina2on with bidding
o Quality score is s2ll used today
Keywords: Google Ads, organic search results, paid ads, conversion, PPC, CTR, (longtail) keywords, funnel (trickle
down effect)
(Hyper-) Targeked ads & Programma2c adver2sing
Targeked ads in Social media
2010+ Na/ve adver/sing
• … is paid adver2sing that matches the look, feel, and func2on of the media it appears on (Defini2on Na2ve
Adver2sing Ins2tute)
• … the use of paid ads that fit seamlessly into the media where they appear. They blend in to match the
content so that they don’t disrupt the viewer’s experience. In this way, adver2sers can post content that
hooks viewers’ aken2on by not being an obvious ad (Hubspot, 2023)
2010+ social media ads
Characteris2cs
• Integrated
• Interac2ve
• Personalised
• New goals
Influencer marke2ng
Recent evolu2ons
3
, AR & VR
Augmented reality in adver2sing
Vb Burger King
Vb Ikea
AI
AI (adver/sing)
Ar2ficial Intelligence refers to the simula2on of human intelligence in machines, enabling them to perform tasks like
decision-making, speech recogni2on, and visual percep2on.
What is AI Adver2sing?
Rodgers (2021) defined AI adver2sing as “brand communica2on that uses a range of machine func2ons that learn to
carry out tasks with intent to persuade with input by humans, machines, or both”
in Huh et al (2023)
AI in digital adver/sing
AI-enabled adver2sing spending worldwide in 2022 was es2mated to be $370 billion.
Predic2ons of $1.3 trillion in the next ten years (Sta2sta Cita2on2023).
Examples?
• Speech recogni2on
• Seman2c search
• Machine learning (ML): focuses on the using data and algorithms to enable AI to imitate the way that
humans learn, gradually improving its accuracy
o Deep learning: uses mul2layered neural networks, called deep neural networks, to simulate the
complex decision-making power of the human brain
• Natural language processing (NLP): enables computers to comprehend, generate, and manipulate human
language
Boddu et al. (2022) give 4 examples:
1. Marke2ng Predic2on
• Ability to acquire more personal informa2on
• Marketers are beker ready to interact with consumers in a meaningful way
→ More meaningful interac2on
Case – Starbucks “Data driven coffee”
Any idea how Starbucks can benefit from AI via their app?
• 2019 – launch Deep Brew = AI-based pla`orm that drives the brand’s personaliza2on engine,
drives innova2on, op2mizes store labour alloca2on, and manages inventory in stores
•
• 2011 - launch mobile app
o Started as loyalty card system (earn stars for next order)
o Became info pla`orm
o Provision of data based on customer ac2vity
o Now has four digital components to its flywheel – a reward program, personaliza2on,
payment, and ordering
4
