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Samenvatting Digitial Food Marketing (MCB52806)
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Digital Food MarketingTopic 1 The Digital Age
Topic 1.1
What is digital marketing?
Achieving marketing objectives through applying digital media data and
technology
What does a digital marketer do?
Main focus is: brand awareness and lead generation (i.e. consumer
interest) through company’s digital channels.
What is the difference between inbound & outbound & Digital Marketing
Outbound: pushes content to costumer (who is passive). e.g. mail, tv,
radio
Inbound: pulls customer in, consumer is proactive seeking out information.
e.g. social media, videos, podcast
Digital Marketing: Umbrella term to describe any online marketing
(inbound & outbound). e.g. Outbound: ads on Youtube, Inbound: blog
What is the difference between Traditional & Digital Marketing (8 points)
Push to pull: outbound to inbound
Interactive dialogues
company: one-to-many → one-to-some & one-to-one
Customers: one-to-many → many-to-many
lean-back to lean-forward
Increase in communications intermediaries
Integration
Traditonal: Real-time, Digital: always on
What are the Dis- and advantages of digital marketing?
Digital Food Marketing 1
, What is online retail?
The process that allows the customers to search, select and purchase the
products, services and information remotely over the Internet.
What is the 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)
Digital Food Marketing 2
, What is the information (delivery) and (transaction) fulfillment matrix?
Digital Food Marketing 3
, Topic 1.2
Which types of digital media are there and what are the differences?
Owned media: asset owned by the company. e.g. social network accounts,
website
Paid media: Paid placements that carry promotional messages. e.g.
display ads, sponsorship's, social media ads, affiliate marketing
Earned media: Brand related consumer actions and conversations. e.g.
ratings/reviews, community discussion, social media posts about brand
Digital Marketing mix: What are the 7 p's?
Digital Food Marketing 4
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