Summary Digital Marketing for Networked Business related articles (UT)
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Course
Digital Marketing For Networked Businesses
Institution
Universiteit Twente (UT)
Elaborate summary of all mandatory to read articles. Can be used for the course Digital Marketing for Networked Business for the second year (third module, called module 7) of the program International Business Administration at the University of Twente. Contains all articles specified by the prof...
Digital Marketing articles
Mandatory readings (articles) provided by the professor(s)
,Index
- Article: How AI will define new industries
- Article: The Internet of Things
- Article: Neuromarketing: What do you need to know
- Article: The 4S web-marketing mix model. E-commerce research and applications
- Article: Influencing the online consumer’s behavior: The web experience
- Article: Foundations of social media marketing
- Article: How Facebook can be used to target millions
- Article: Networked enterprise: A new business model for global sourcing
- Article: Drivers of and barriers to networked commercialization: A business model
perspective
- Article: Brand public
- Article: What drives vitality (sharing) of online digital content? The critical role of
information, emotion, and brand prominence
- Article: In-store mobile phone use and customer shopping behavior: Evidence from
the field
,ARTICLE – HOW AI WILL DEFINE NEW INDUSTRIES
AI = artificial intelligence
Reasons for rising AI numbers: companies expect AI to allow them to move into new
business segments or to maintain their competitive advantage in their industry
Expectations: the idea that AI will enable them to dramatically improve the efficiency or
effectiveness of their operations and offerings
Reasons for creating the new industries and retraining a labor force
1. Labor unrest and/or economic downturns become more likely if unemployment
stays too high for too long
2. Climate change-related economic effects are on the rise
ARTICLE – THE INTERNET OF THINGS
External information = information gathered from public sources, harvested from the
internet, or purchased from information suppliers
Internet of Things = the physical world itself is becoming a type of information system
IP = internet protocol
Necessities for becoming tools that understand complexity and responding to it swiftly
1. Ability to sense the environment
2. Ability to communicate
Benefits of sensing customer’s buying preferences at a specific location
1. Dynamic pricing may increase the odds of a purchase
2. Additional options
Benefits of studding manufacturing processes with sensors
1. More precision
2. Raising efficiency
Benefits of monitoring operating environments for hazard or corrective actions
1. Avoid damage
2. Avoid risks
3. Costs diminish
, Types of applications
Information and analysis
1. Tracking behavior
2. Enhanced situational awareness
3. Sensor-driven decision analytics
Automation and control
1. Process optimization
2. Optimized resource consumption
3. Complex autonomous systems
Tracking behavior = monitoring the behavior of persons, things, or data through space and
time
Enhanced situational awareness = achieving real-time awareness of physical environment
Sensor-driven decision analytics = assisting human decision making through deep analysis
and data visualization
Process optimization = automated control of closed (self-contained) systems
Optimized resource consumption = control of consumption to optimize resource use across
network
Complex autonomous systems = automated control in open environments with great
uncertainty
RFID = radio-frequency identification
ARTICLE – NEUROMARKETING: WHAT DO YOU NEED TO KNOW
Hypothesis: the idea that all human feelings, thought, and actions (even consciousness
itself) are just the products of neural activity in the brain
Neuromarketing/consumer neuroscience = the study of the brain to predict and potentially
even manipulate consumer behavior and decision making
“Neuromarketing” = the measurement of physiological and neural signals to gain insight into
customers’ motivations, preferences, and decisions
Where neuromarketing helps
1. Creative advertising
2. Product development
3. Pricing
4. Other marketing areas
Brain scanning = the measuring of neural activity
Psychological tracking = the measuring of eye movement
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