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Summary Digital marketing (Tim Smits)
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Summary Digital Marketing (Master in Communication Sciences, KUL) - Prof.: Tim Smits
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Digital marketing1) introduction to digital marketing:
∙ Ebiquity: radiocentre report
∙ Pritchard: ‘Marketer of the Year’ Marc Pritchard on his quest for transparency
∙ Pauwels: metrics that matter ‘Truly Accountable Marketing: The Right Metrics for the Right
Results’
∙ Mark Ritson: ‘it’s time to shut down digital marketing teams for good’
∙ Fauconnier: ‘natte droom v. adverteerders dreigt om te slaan in nachtmerrie’
2) digital marketing media:
∙ Damian Ryan: Understanding digital marketing
3) online behavioral advertising & online shopping:
∙ Boerman e.a.: online behavioral advertising
∙ E-commerce statistics (Excel)
∙ Baldwin-Philippi: the myths of data-driven campaigning
∙ Comeos: E-commerce study
∙ Hughe e.a.: clicks as a healthy alternative to bricks: how online grocery shopping reduces vice
purchases
∙ Kim e.a.: mobile shopping through applications: understanding application possession &
mobile purchase
∙ Mallapragada e.a.: exploring the effects of ‘what’ (product) & ‘where’ (website
characteristics on online shopping behavior
4) guest lecture AdSomeNoise
5) covert advertising & e-WOM:
∙ Aerts e.a.: how online consumer reviews are influenced by the language & valence of prior
reviews
∙ Evans & Park: ‘rethinking the persuasion knowledge model: schematic antecedents &
associative outcomes of persuasion knowledge activation for covert advertising’
∙ Wojdynski & Evans: ‘going native: effects of disclosure position & language on the
recognition & evaluation of online native advertising’
6) digital political advertising:
∙ Baldwin-Philippi: the mythes of data-driven campaigning
∙ Kübler e.a.: how social media drove the 2016 US presidential election
,Introduction to digital marketing: (use these frameworks on exam)
Branding: a long-term strategic perspective on how to build, grow & maintain your brand value.
MarCom should always serve the brand strategy
Campaign: a strategically planned chronology and collection of MarComs with a common creative
appeal & an appropriate communication strategy & budget planning per medium
MarCom dynamics: reach vs relevance
cf. Elaboration Likelihood Model & System1/System2
˃ reach: hardly noticed peripheral cues affect us, certainly when
repeated over & over again
(Sharp: “distinctive assests” + “constant availability”)
˃ relevance: the best way to make consumers attentive of your
message is to make it relevant -> will make them cognitively
involved in the message
95% of MarCom = reach (80%) vs. relevance (15%):
∙ media cost: higher reach or higher relevance per reach = more expensive
∙ most “new” media start from the relevance position (bv. content marketing on Fb with
organic reach) & if succesful they then change into reach media (Fb turned into a big
traditional ad platform)
∙ brands typically evolve from relevance-based niche players to reach-based big companies
∙ MarCom objectives: a lot of reach (recall, TOMA, visits, …) & a bit of relevance (WOM,
loyalty, …), usually structured in cognitive – attitudes - behavior
∙ targeting: large segments (reach) vs. narrow prospects (relevance), but “targeting =
overrated (Ritson)”
,summary:
bv. Sneakers:
at this time I have a dormant goal for
sneakers (don’t need new sneakers now),
noticed your sneakers are’nt fashionable
anymore -> activated goal (want new
sneakers)
> ACTIVATED GOAL: need relevant info
inactivated
(where they can buy it, delivery service,…)
-> want to SEARCH things
> DORMANT GOAL: general info, just building
brand cognitions
-> they just SURF
Threats in digital marketing:
does digital marketing make sense? -> 2 questions:
1) is my target group online? - yes
2) is “digital” relevant for my product/brand? – probably
inside treat:
- privacy concerns
- bv. Fb: Cambridge analytica
benefit digital marketing: metrics!
digital marketing funnel (analytics)
-> highly measurable BUT focus on BEHAVIOR
-> what about those 2 other strong marketing metrics?:
COGNITION & ATTITUDE
-> & how do the metrics compare to traditional
advertising metrics? CPM – GRP/TRP - …
danger -> cf. Koen Pauwels: (text on Toledo)
focus on “rapid behavior”, not enough on “slow attitudes”
, Issues:
• viewability standards
• ad fraud
• exposure & interaction measures
“digital” has 2 faces:
REACH: RELEVANCE:
∙ display banners ∙ search (SEO / SEA)
∙ social media advertising ∙ content marketing
∙ viral marketing ∙ direct (mail, social)
∙ native ∙ vloggers/Bloggers
∙ celebrity influencers ∙ expert influencer marketing
∙ … ∙ online PR
∙ …
-> the reach face got criticized a lot (Pritchard) …
-> but now also the relevance face (by advertising agencies, …)
Media development & advertising:
1. new technology aimed at early adopters
relevance 2. technology develops & gains popularity: attracts marketing attention
3. innovative marketers try to make use of the platform & its native persuasive powers, which further
boosts popularity
reach 4. technology becomes mainstream mass medium & switches to traditional paid media marketing
Mode
bv. Fb:
1. start as an online yearbook for students: “The facebook”
2. crossover to other universities: domain facebook.com -> initial commercial exploration
3. worldwide success with content marketing as a result (no revenue for Fb): a bit of ad money
4. growth to a real media platform that sells ad space & hardly offers free/organic reach to
commercial parties
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