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Lecture notes Digital Food Marketing (MCB52806)
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Lecture notes Digital Food Marketing (MCB52806). Gegeven aan de Wageningen Universiteit.
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Digital Food Marketing1. The digital age: Introduction to DM, Online Retail, Information and Fulfilment
Matrix
Introduction to digital marketing
What is digital marketing?
Digital marketing= achieving marketing objectives through applying digital media data and
technology
Knowing marketing statistics can help you understand current trends. Here are some:
- Only 3% of Internet-using adults say they have a lot of trust in the information they get from social
media
- 90% of searchers haven’t made their mind up about a brand before starting their search
- Branded content on social media is twice as likely to interest the 55 and 64 old than those who are
27 and younger
- Google is responsible for 94% of total organic traffic
- 50% of search queries are four words or longer
Digital marketing has become vital for a business and its brand awareness. Think about the last time
you used the internet to find out about a brand. Did you expect them to have a website or social
media channel? Digital content and marketing is so common now that consumers expect and rely on
it as a way to learn about brands.
What does a digital marketer do?
Main focus is: brand awareness and lead generation (i.e. consumer interest) through company’s
digital channels. Both free and paid. E.g. social media, company’s website, search engine rankings,
email, display advertising, company’s blog.
Each channel will have different key performance indicators (KPIs) 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 customer 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 YouTube. Inbound: blogs (consumer is actively
looking for information and wants to read the blog).
Now the power is more and
more shifted to individuals
who proactively seek
information and are pulled to
certain information.
Traditional vs. digital marketing
Digital marketing
mainly uses inbound
marketing.
Key changes in the media characteristics between traditional and digital media:
1) From push (traditional, often outbound) to pull (digital, often inbound)
2) Interactive dialogues – multiple interactions with the customers. Helps to develop long-term
relationship with the customers.
3) From one-to-many (traditional) to one-to-some and one-to-one (digital) – reaching a more micro
segment, allows for customization and personalisation of the communication
4) From one-to-many (traditional) to many-to-many communications (digital) – customers
communicate with customers.
5) From lean-back (traditional) to lean-forward (digital) – customer wants to be in control. Power
shift. Instead of companies being in control, customer takes control.
6) Increase in communications intermediaries – also online content instead of radio and TV
7) Integration – combine both traditional and digital marketing according to their strenghts
8) Always-on and real-time – continuously we get information and we get updates right away.
, Advantages of digital Disadvantages of digital
Interactivity (with customers) Reliability on technology
Intelligence (e.g., get information about Security
customers perceptions)
Individualisation (personalisation to customers) Constant learning (updates, keep up with the
recent developments)
Integration (omnichannel) – inbound/outbound Cost (can be quite high)
Flexibility (easily make a change)
Cost(-control) (e.g., better target who you want
to reach)
Editing (you can modify digital marketing)
Online retail
The process that allows the customers to
search, select and purchase the products,
services and information remotely over the
internet.
Online sales is one of the fastest-growing
market sectors in Europe, the US and Asia
(China). Worldwide, online retail sales will
grow around 10-15 cent per year over the
next five years. Drivers of growth: use of
smartphones and tablet computers, greater
merchandise selection online and new business
models. Early emphasis on items such as books
and CDs, now also other product categories such
as fashion apparel and food.
Omnichannel strategy
Customer communications and product
distribution are supported by a combination of digital and traditional
channels at different points int he buying cycle (‘path to purchase’,
customer journey)
, - Single channel: both the company as well as the customer were engaging in one single channel
- Multi channel: customers can pick one of their preferred channels to interact with the company.
There is little / no integration between different channels. E.g. each channel might have different
prices or customer services.
- Cross channel: Customers linked between different channels. E.g., the customer can order certain
products online and then pick them up at the physical store. Using digital or traditional channels.
- Omni channel: customer awareness of these distinct channels dissolves. Almost blurry line between
digital and physical experience. E.g., online see if the product is available in store and you can reserve
it. Receive a message to pick it up. In the store you get your product and you get the receipt by email.
The information and fulfilment matrix
This omnichannel environment presents new
challenges and opportunities for both
information and product fulfillment
• Information delivery. They use both online
and offline retail channels readily. They can
visit stores to obtain information. They can
seek information online.
• Fulfilment (product delivery). Visit a store to
pick up items. Products are delivered.
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