This summary is written for the course “Digital Media” during the semester Fall-2022 and is an elective part of the master Marketing Management. The input for this summary consists of the course material including the Harvard Business School reading, lectures, videos and articles.
Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022
SUMMARY DIGITAL
MEDIA
Demi van de Pol || Master Marketing Management || Tilburg University || 2022
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, Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022
CONTENT
This summary is written for the course “Digital Media” during the semester Fall-2022 and is an
elective part of the master Marketing Management. The input for this summary consists of the
course material including the Harvard Business School reading, lectures, videos and articles.
HBS “Digital Marketing Overview”
SECTION 1: Introduction
THE EMERGENCE OF DIGITAL MARKETING
● With the rise of e-commerce, retail shelf space is no longer the only distribution channel.
● The emergence of digital marketing has made it easy for small players to reach their target group in
a cost-effective way.
● Change in consumer behaviour: Digital technology has changed how consumers search for
information, interact with each other, and buy products and services. → Consequences for firm on
how to engage with consumers and build brands.
● Digital cookies: Track online consumer behaviour.
● Content-curation websites: Content curation is the act of finding and sharing excellent, relevant
content to your online followers. With content curation, companies deliver a wide variety of content
to their customers, keeping them engaged with well-organized and meaningful material.
Example: BuzzFeed and Reddit.
● Content-sharing websites: Content sharing is the distribution of web content across social media
networks allowing consumers to interact with the content and visit a website to learn more about a
given topic.
Example: LinkedIn, YouTube, Instagram.
● Social media technologies empower consumers to create or share content that reaches a wide
audience within a small amount of time.
● The emergence of mobile phones has enabled consumers to access the internet wherever and
whenever they want (i.e. 24/7 online).
● Digital technology has made it possible for companies to better understand their customer’s
decision-making journeys and subsequent word-of-mouth discussions about their brand and
products.
● Paid media: External marketing efforts that involve a paid placement.
Example: TV commercial or Google advertisement.
● Owned media: Any online property under the direct control of the company.
Example: Exposure to content through the company’s own website.
● Earned media: Publicity gained through promotional efforts other than advertising (paid media) or
branding (owned media). Also referred to as free media.
Example: Consumer sharing information on Twitter.
● Outbound marketing refers to the ways that firms reach out to target consumers whereas inbound
marketing refers to the ways companies ensure they can be found when consumers search for a
service or product.
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, Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022
THE ROLE OF NATIVE ADVERTISING
● Native advertising: A form of online advertising in which brands create sponsored content that
blends into the main story or editorial content of an article. It creates compelling content that
engages consumers and is only lightly or subtly branded.
● Native advertising engages consumers who are ignoring offline and online ads.
● To be effective, sponsored stories have to emulate the voice and tone of the unsponsored
“editorial” articles (by neutral, third-party writers or reporters) on a website.
● Native advertisements tend to use rich media (webpages with videos or interactive
advertisements), are usually mobile-friendly, and are designed to encourage enough social sharing to
make the content go viral.
SECTION 2.1: Outbound Marketing
Outbound marketing: A firm initiates a conversation and sends a message to target consumers.
SECTION 2.1.1: Search Ads
BASICS OF SEARCH ADS
● Search ads are a powerful point of interaction as most consumers search for relevant terms and
then select links to explore, rather than starting with specific URLs.
● Organic links are links to websites based on relevance or user popularity, for which companies do
not pay anything.
● Search ads, also referred to as sponsored links or paid links, are links to websites for which a
company pays a certain fee. These paid links typically appear above organic links, or in a column
alongside them.
CREATING SEARCH ADS
Companies generally follow a four-step process to create search advertisements:
1. Choosing keywords
2. Designing search ads
3. Launching search ads
4. Landing pages
Keywords should be determined based on three questions:
● For which keywords should the company bid? The choice is governed by the product or service
category, target segment and the degree of competition for the keywords.
● How much should the company bid per keyword? Search engines do not charge a fixed price for
search ads. Instead a generalized second-price auction is used, which charges advertisers for each
click-through. The higher the bid, the more likely the ad is to appear in a more visible spot.
● What is the total available budget for search ads? This decision should be based on the
effectiveness and profitability of search ads specific for the company.
Search ads should be designed so that they appear on the search results pages they link to. Typically,
keywords also appear in the text of the search ad to improve the visual placement and relevance of
the ad to consumers.
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, Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022
Whether or not a search ad of a company is displayed to the consumer is determined by its rank.
Search engines decide which ads to show on the basis of the size of the company’s bid and the
quality/relevance of the ad. If the ad is displayed, the advertiser only incurs costs when a consumer
actually clicks on the ad.
Search ads often lead to specific landing pages (i.e. webpages consumers land on after clicking on the
search ads). These landing pages show content that is most relevant for the particular search query
given by consumers.
BUYING KEYWORDS
● In the case of search ads, companies can bid on individual words as well as on multiword phrases
used as keywords by consumers during their search.
● Consumers searching for the same information or product could use different words or terms.
Therefore, companies should maintain keyword portfolios as the number of possible keyword
choices is enormous.
● There are several reasons for the proliferation in the number of keywords:
• A single product may require variations in the same theme. Each modifier expands the
number of keywords associated with a single idea.
• Keywords in different languages reach consumers with different demographics.
• Misspelling and typos are common (although search engines incorporate autocorrect and
spelling suggestions).
• Negative keywords may be needed to prevent ads from appearing in some searches (avoid
wasting money on irrelevant keywords for conversion).
● There are two types of keywords companies can buy: (1) branded keywords, and (2) generic
keywords.
● Branded keywords: Phrases directly associated with the brand, products and services.
• Competitors might bid on branded keywords for search ads in order to appear higher than
the organic links of their competitor. This could help them take away potential consumers of
the competitor.
• Bidding on one’s own branded keywords can help to defend against the possibility of
competitors bidding on them, and improves the organic performance as well. Search ads help
increase click-through rates of organic links of the same company by 25%.
→ Improve visibility.
● Generic keywords: Terms that broadly describe products or product categories. These terms are
not specifically targeted at a specific audience.
• Influence the click-through rate of consumers who may not be specifically looking for the
company/brand or have it in the consideration set yet.
• Even if a consumer does not click on the ad, she may become aware of the brand/product
and will look for more information later on.
→ Increase awareness.
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