Summary
Full summary of all digital marketing subject matter
- Course
- Institution
All slides with lesson notes summarized in a document.
[Show more]
Seller
Follow
arndevaer
Reviews received
Content preview
Digital marketingContents
Digital marketing ...................................................................................................................................... 1
Lecture 1: Introduction......................................................................................................................... 3
1.1: Intro in the digital age ............................................................................................................... 3
1.2: Marketing in the digital age ...................................................................................................... 9
1.3: Customers in the digital age .................................................................................................... 17
Lecture 2 : Digital Marketing Plan ...................................................................................................... 24
2.1: SOSTAC – Framework to build a plan ...................................................................................... 24
2.2: Audit ........................................................................................................................................ 25
2.3: Plan / strategy ......................................................................................................................... 35
2.4: Objectives ................................................................................................................................ 44
2.5: Tools and tactics ...................................................................................................................... 49
2.6: Intro into performance measurement .................................................................................... 53
2.7: Resources and budget ............................................................................................................. 57
Lecture 3: Inbound marketing & toolbox ........................................................................................... 59
3.1: Inbound marketing .................................................................................................................. 59
3.2: Toolbox .................................................................................................................................... 68
Lecture 4: Online advertising ............................................................................................................. 83
4.1: Intro in online advertising ....................................................................................................... 83
4.2: Ad formats ............................................................................................................................... 85
4.3: The revolution of audience targeting ...................................................................................... 89
4.4: Pricing models ......................................................................................................................... 91
4.5: The complex landscape of display ........................................................................................... 94
4.6: Affiliate marketing and partnerships ....................................................................................... 98
4.7: Glossary and KPIs .................................................................................................................... 99
4.8: Attribution models ................................................................................................................ 104
4.9: Guest lecture – Welcome to the world of programmatic advertising – Semetis.................. 107
Lecture 5: Social media marketing ................................................................................................... 109
5.1: SMM ...................................................................................................................................... 109
5.2: SMM strategy (SELF-STUDY) .................................................................................................. 112
5.3: SMM intelligence................................................................................................................... 119
5.4: Social Content production ..................................................................................................... 133
5.5: Engagement, virality & UGC .................................................................................................. 139
1
, 5.6: Influencer marketing ............................................................................................................. 145
5.7 Social ads (SELF-STUDY) ......................................................................................................... 152
5.8: Focus on social selling (SELF-STUDY) ..................................................................................... 156
5.9: Trends & best practices (appendix) ....................................................................................... 158
Lecture 6: Video marketing .............................................................................................................. 159
Lecture 7: Web analytics .................................................................................................................. 160
7.1: Introduction........................................................................................................................... 160
7.2: Qualitative tools .................................................................................................................... 161
7.3: Quantitative tools .................................................................................................................. 164
7.4: Google analytics .................................................................................................................... 168
Lecture 8: Bring everything together ............................................................................................... 169
8.1: Bring everything together in a DM plan ................................................................................ 169
8.2: Guest lecture: Stichted – see slides....................................................................................... 170
8.3: Guest Lecture – BAM............................................................................................................. 171
2
,Lecture 1: Introduction
1.1: Intro in the digital age
Welcome to the digital age
A day in our digital multi media and multi device life: multiple digital touchpoints enable digital
marketeers to understand social identity.
Almost all aspects of life have become digital: communication, paying, doing taxes, shopping
Our days are filled with digital multi-media & multi-device engagements. These touchpoints enable
data marketeers to understand social identity.
Different types of technologies can help you gain a more immersive experience, such as
- Augmented Reality (AR): real world with digital elements on top
- Virtual Reality (VR): fully digital world
- Mixed Reality (MR): real world with digital elements, where digital can
interact with physical (snapchat filters)
And are all part of the Extended Reality (XR), these help you optimiser the UX or User Experience
thanks to these opportunities
3
, Ubiquitous computing = The use of computers are/will be everywhere & whenever you want. Was
predicted in the 1990s
- 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
Technology is neither good nor bad. Its what you do with it that makes the difference
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 arndevaer. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.73. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
73918 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now