MCB-52806 Digital Food Marketing
Lectures
Lecture 1 – The Digital Age
Digital marketing: achieving marketing objectives through applying digital media data and
technology.
Digital marketing has become vital for a business and its brand; digital content and marketing
is so common now that consumers expect and rely on it as a way to learn about brands.
What does digital marketing do?
Main focus: brand awareness and lead generation (i.e. consumer interest) through
company’s digital channels. Both free and paid.
Each channel will have different key performance indicators (KPI’s) to measure their
performance
Inbound vs Outbound vs Digital Marketing:
Outbound marketing pushes content to the customers, who are passive recipients (e.g.
direct mail, radio ads, telemarketing)
Inbound marketing pulls the customer in creates and distributes relevant and valuable
content that the customers want. The consumer is proactive in seeking out information for
their needs. (e.g., social media, videos, podcasts)
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of
being inbound or outbound. Outbound: ads on YT. Inbound: blogs.
1
, Traditional vs Digital Marketing
Key changes in the media characteristics between traditional and digital marketing:
1) From push to pull
2) Interactive dialogues; which helps to develop long-term relationships with customers
3) From one-to-many to one-to-some and one-to one communications; reaching nice
segment and more personal communication
4) From one-to-many to many-to-many communications; customers interact with one
another
5) From lean-back to lean-forward; customer wants to be in control
6) Increase in communications intermediaries
7) Integration; combine and integreate traditional and digital media according to their
strengths
8) Always-on and real-time
Advantages of digital marketing Disadvantages of digital marketing
Interactivity Reliability on technonolgy
Intelligence Security
Individualisation Constant learning
Integration (omnichannel) Cost
Flexibility
Cost(-control)
Editing
Online retail
Online retail: The process that allows the customers to search, select and purchase the
products, services and information remotely over the internet.
From bricks to clicks:
Online sales is one of the fastest-growing markets in Europe, US and Asia. Drivers of growth:
smartphone and tablet use, greater merchandise selection online and new business models.
At first: emphasis on items as books and CDs, now also on other product categories such as
fashion and food (Hollensen, 2021).
Omnichannel Strategy
Omnichannel strategy: Customer communications and product distribution are supported by
a combination of digital and traditional channels at different points in the buying cycle (‘path
to purchase’, customer journey)
2
Lectures
Lecture 1 – The Digital Age
Digital marketing: achieving marketing objectives through applying digital media data and
technology.
Digital marketing has become vital for a business and its brand; digital content and marketing
is so common now that consumers expect and rely on it as a way to learn about brands.
What does digital marketing do?
Main focus: brand awareness and lead generation (i.e. consumer interest) through
company’s digital channels. Both free and paid.
Each channel will have different key performance indicators (KPI’s) to measure their
performance
Inbound vs Outbound vs Digital Marketing:
Outbound marketing pushes content to the customers, who are passive recipients (e.g.
direct mail, radio ads, telemarketing)
Inbound marketing pulls the customer in creates and distributes relevant and valuable
content that the customers want. The consumer is proactive in seeking out information for
their needs. (e.g., social media, videos, podcasts)
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of
being inbound or outbound. Outbound: ads on YT. Inbound: blogs.
1
, Traditional vs Digital Marketing
Key changes in the media characteristics between traditional and digital marketing:
1) From push to pull
2) Interactive dialogues; which helps to develop long-term relationships with customers
3) From one-to-many to one-to-some and one-to one communications; reaching nice
segment and more personal communication
4) From one-to-many to many-to-many communications; customers interact with one
another
5) From lean-back to lean-forward; customer wants to be in control
6) Increase in communications intermediaries
7) Integration; combine and integreate traditional and digital media according to their
strengths
8) Always-on and real-time
Advantages of digital marketing Disadvantages of digital marketing
Interactivity Reliability on technonolgy
Intelligence Security
Individualisation Constant learning
Integration (omnichannel) Cost
Flexibility
Cost(-control)
Editing
Online retail
Online retail: The process that allows the customers to search, select and purchase the
products, services and information remotely over the internet.
From bricks to clicks:
Online sales is one of the fastest-growing markets in Europe, US and Asia. Drivers of growth:
smartphone and tablet use, greater merchandise selection online and new business models.
At first: emphasis on items as books and CDs, now also on other product categories such as
fashion and food (Hollensen, 2021).
Omnichannel Strategy
Omnichannel strategy: Customer communications and product distribution are supported by
a combination of digital and traditional channels at different points in the buying cycle (‘path
to purchase’, customer journey)
2
