Summary
Samenvatting - Digital marketing essentials
- Course
- Institution
English summary for the digital marketing essentials course
[Show more]
Seller
Follow
karolinelutsch
Reviews received
Content preview
Samenvatting Digital marketing Essentials:Chapter 1: Digital culture and marketing:
1. The world has changed :
1.1. The world has changed:
- The era before the Internet:
o Buy what is available or recommended by a sales guy
o You rely on information brought through advertising
o Buy a product recommended by friends
- The era with the Internet:
o Consumers get informed through the Internet on alternative and compare
from the lazy chair.
o Consumers ask a friend through social media
o Consumers their less important purchases can be influenced through
traditional marketing or POS.
- For example: If you need a new washing machine,
o Before the Internet you asked to the sales guy which machine is the best.
o With the Internet we are looking online which machine is the best. Also
we are buying it online.
- Welcome to the new normal!
o Where consumers are constantly connected and ‘always on’ is their
default setting.
o Where we are accelerating towards the new singularity: a tipping point
where the storing of a consumer’s life information will be in a single
portable digital device.
o Where we are moving towards a culture where information about most
things becomes freely available.
o Where personalization via devices and applications will continue to
quickly grow.
1.2. What is digital culture?
- “Digital culture is a general term for describing how technology and the Internet
are shaping the way that we interact as humans. It’s the way that we behave,
think and communicate within society”
- It is shaped by the emergence and use of digital technologies.
1.3. What is digital transformation?
- “A fundamentally changed view of customer experience, business models and
processes. The goal is to find new ways to digitally deliver value, generate
revenue and improve efficiency”
- Digitization: convert information and documents from analogue to digital formats.
- Digitalization: integrate digital technologies into existing business processes.
o Covid-19 and digitalization: the great acceleration:
ARTICLE
1.4. What is digital marketing?
- The explosion of digital communication channels and smart devices ha sled us all
into a new world!
- Digital marketing is not about technology, it is about people! (Technology is meant
to communicate with the people)
- “Digital marketing is a general term for any the effort by a company to connect
with consumers through electronic technology, including email, geolocation and
mobile marketing, social media, online customer communities, webinars and other
video-based content”
- It is all about having a conversation instead of just talking with consumers!
- As a firm, you must go the digital marketing route! Why?
o There are more people online that you can convince through advertising
o To reach more people
1
, o Cost sensitivity: digital advertising is more cost effective because it’s very
cheap and it’s a lot easer to see the return (responds of the people)
o Time sensitivity: you can very easily delated and change you advertising if
it’s online (big advanced)
o I go learn about the things that I send out to the people
- Statements: true or fault:
o “Digital marketing is only for big business” agree that’s not to the case
o “We need to be on every platform to not miss out” we don’t need to be
on every platform (over information kills)
o “We need an app just because we need one” no, if it’s necessary and if
it’s useful (for example loyalty card)
o “E-mail marketing is dead, is spam” people still buying things though
email (for example a discount that you get though you email)
- On which channel get people my advertising:
TV Computer GSM Tablet
Everyman Sage Lover Wizard
-Tap into my -Give me a -Help me fit in -Interact
emotions challenge – let me -Keep me on top seamlessly
-Help me relax compete of my life -Enhance
-Don’t make work -Teach me -Surprise me flexibility
too hard something -Help me make -Curate life
-Entertain me -Help me become the most of myself -Provoke action
what I can be - Make me feel -Enable
-Advertisement -Let me show you like I belong competence
and product what I’ve learned -Must know my -Provide
placement -Give me perfectly experience
something that
makes me look -Advertisement,
good product
-Let me placement and to
participate & look things up
contribute
-Advertisement, to
look things up
- How would consumers use the various screens for news consumption and search
for information?
Via which tactics would you as a marketeer use the various screens to let people
buy your product or service?
1.5. Is traditional marketing dead?
- Think back to your course Marketing 101: How would you …
Use the 4 P’s? (Product (digital product), Place (where is the product ordered (fb
marketplace), Price (coupon codes that are only viable in the web shop, you don’t
need a physical store any more) and Promotion(traditional marketing and digital
marketing (fb advertising))
2
, Use the growth strategies of Ansof?
= it’s about marketing development (I can do something with my product or I can
do something with the market.)
o If you want to grow you have two ways you can do something with your
product our you do something with the market.
o The colour is different because it’s having to do with the difficulty grade:
Red: you need to have guts to place a new product on the market
Yellow: not difficult but also not easy
Green: saved because you know the market
Chapter 2:Digital marketing audit:
Question:
Where are you compared to the rest of the market?
You need transform data to information and you need to take this information to develop
your market.
The situation analysis:
Hard factors Soft factors
= Things that can be defined! = a lot harder to describe and pin down!
Examples: Examples:
-Facts, numbers -Level of marketing maturity
-Processes, organizational structures -Overall sentiment of the brand
-Emerging digital trends
1. Marketing and brand audit:
1.1. Maturity assessment:
- 7 S-frameworks from Makenzie:
3
, o All circles are equal
o To diagnose business failures
- Hard factors:
o Strategy:
Set of actions in response or anticipation of changes in the
external environment
To defend or to improve current
position!
Defend of improve your position
o Structure:
Digital marketing activities
integrated and coordinated?
Spreads across departments?
Formal or informal organisation?
Geographical or organised?
The structure follow a strategy?
The structure is linked by the
other 5 elements so we can say
that structure only follows the
strategy
o Systems:
What are the company’s formal
procedures for digital marketing
budget? Resource allocation?
What programs is the company using?
Which progress do they use?
- Soft factors:
o Skills:
Weeding out old skills
Which can be useful for digital?
How many people can an manager lead?
o Staff:
Both hard & soft issues
Human capital
Providing training, are you allowing your staff to follow the training
o Style:
How are things managed? To they managed when they walking
around
o Shared values:
How mature is the organisation?
- Maturity levels:
o Novice: most basic level
o Beginner: they are a little bit more
skilled
o Mature: more advanced technology.
You are using different kinds of beat.
o Advanced: professional in digital
marketing
1.2. The technology:
- = always the first question: which software do you use?
- = grouping of technologies that marketers use to conduct and improve their
marketing activities
- Focus Is to make complex processes more simple and measure the impact of
activities
(Software programmes to work with digital marketing. Processes more simple and
to see the activities)
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller karolinelutsch. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.07. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
64438 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now