Summary
Digital marketing summary
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slides + examples and extra notes professor: Dieneke Van de Sompel
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THE DIGITAL ADVERTISING LANDSCAPEDigital marketing: any marketing methods conducted through electronic devices which utilize some
form of a computer. This includes online marketing efforts conducted on the internet. (American
Marketing Association)
Digital advertising: advertising that employs digital technology (hardware, soft-ware, and
communication technologies) in the execution of marketing plans
DIGITAL MARKETING REVOLUTION
Quote Mark Weiser: “In the future, there will be computers everywhere and we will not notice their
presence. They will just be there, seamlessly integrated into the world at large”
Mark weiser:
− He was one of the people who was important for the world of computer science. Head of the
Computer Science Laboratory at the Xerox Palo Alto Research Center) (1952 –1999). Computers
are all around us, they are becoming part of our everyday life
− Concept of “calm computing” and “ubiquitous computing”
Example: Ubiquitous computing
Matress sensor: a sensor you can put on your child, under the matress of the baby. It monitors the heart,
the seep. You can link it with your smartphone
DIGITAL DISRUPTION
= major marketplace changes or sector transformation following the application of technology, a big
shift happens.
Examples:
− 1995: Amazon disrupted the traditional book-selling market
− 1997: Netflix disrupted the traditional video-hire market
− 2008: Airbnb disrupted the accommodation sector
− 2009: Uber disrupted taxi services
RESHAPING FINANCING MODELS/AD SYSTEM CONTENT PLATFORMS
Netflix tries to stem the loss of more than 1 million subscribers in 2022 by offering a cheaper, ad-
supported Netflix. You see ads but you will pay less in price than the people who don’t see ads.
Another example is the collaboration between Spotify and Adidas. The goal was to target night-time
listeners worldwide by looking at behavioral data where they discovered different persona in spotify
users at night based on their streaming habits.
MARKETING REVOLUTION
1
,1970: Emailmarketing
− First unsolicited bulk commercial email by Gary Thuerk (marketing
representative for Digital Equipment Corporation (DEC), a major
American computer company
− On May 3, 1978, Thuerk composed an email advertising an open house
for DEC's latest computer systems and sent it to 393 recipients. The
message was addressed to every user with an ARPANET account on the
West Coast of the United States, an unprecedented move that shocked
the community.
− Response to Thuerk's email was negative BUT The open house
generated a significant amount of interest, with attendees purchasing
more than $12 million worth of computer equipment
1994: first clickable display ad
− First banner (claimed) clickable web ad was a banner advertisement for AT&T (computer
company) on HotWired.com in 1994
→ 44% CTR → it was very succesful
− Part of AT&T’s larger “You Will” campaign, which included a series of television commercials
featuring predicted scenes from an internet-enabled future—in many cases quite accurately.”
1997: pop-up ads
− Link to a certain website
− People were sceptical and used pop up blockers
− It still exists
2
,2000: The Rise of Search Advertising & Programmatic Advertising
− Rise of search advertising & programmatic advertising: in the past text based, now also voice
based
− Industry evolved quickly
o Programmatic Advertising
o Google launched AdWords
o Introducing the pay-per-click (PPC) model: advertisers invested in a certain ad
HYPER-TARGETTED ADS & PROGRAMMATIC ADVERTISING
People are hypertargetted with everything they do online (what content they are watching)
TARGETTED ADS IN SOCIAL MEDIA
2010: native advertising
− Is paid advertising that matches the look, feel, and
function of the media it appears on, it fits in the
content
− The use of paid ads that fit seamlessly into the media
where they appear. They blend in to match the content
so that they don’t disrupt the viewer’s experience. In
this way, advertisers can post content that hooks
viewers’ attention by not being an obvious ad
3
, RECENT EVOLUTIONS
AR & VR IN ADVERTISING
Augmented reality (AR) in advertising by letting people see certain things on their phone that they can
place in the real world such as the Ikea App. People can see the products in the real world without even
purchasing them.
Virtual reality (VR) shows more that people can see certain things in the real world by wearing glasses. It
can show them the reviews of a product or how much discount they can have on certain items.
Example
− Ikea place: an app where you can scan your living room and then put the furnitiure of ikea in it
AI
Ai advertising: brand communication that uses a range of machine functions that learn to carry out tasks
with intent to persuade with input by humans, machines, or both.
Example:
− Google deepmind: spin off from google where they only focus on AI and
all the things AI can do for their company.
They do also research
− They are trying to use their AI knowledge to
forecast and predict certain models. They are
trying to use their AI to identify gaps in
sustainability problems
AI IN DIGITAL ADVERTISING
− AI-enabled advertising spending worldwide in 2022 was estimated to be $370 billion.
− Predictions of $1.3 growth trillion in the next ten years
− Examples
o Speech recognition
o image identification
o semantic search
o machine learning (ML)
4
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