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Digital marketing and analytics (Summary Lectures)
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Digital Marketing and Analytics master business administration UVA
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Lecture SummaryLECTURE 1 - Introduction to digital marketing: Digital platforms-metrics, online-data, data-
types, conversion-attribution
- Digital Marketing - Drivers
- Digital vs Non-Digital media
- Types of touchpoints
- Digital Data Types
- Digital Marketing KPIs
- Attribution Models
Top trends in digital marketing and analytics (verbally discussed in class):
- Content marketing
- Type of content is moving from text to video: Consumer does not have to analyze
information, it is already presented to you
- Influencer marketing: Everybody can make content, even with your phone
- Data driven marketing: Through data we can get a lot more information on what a
person likes/does. It is able to see the past and predict the future. – Google data!
Social media activities! Website e.g. keywords!
- Omni-channel marketing: Mix of online and offline. How do you manage all
channels? How do you manage the full customer journey? – Journey map of all
possible channels.
- Augmented reality – Artificial Intelligence (AI). E.g. chatbots and machine learning
Factors driving digital marketing:
- Average amount of time spent on internet
- Accessibility of internet
- Mobile penetration
- Digital transformation in companies
Evolution of the web: From Semantic web to WebOS
Interconnectedness between humans and devices will increase from semantic web (where
websites are structured in such a way that machines can learn and navigate by themselves)
to symbiotic web (where web will be like an operating system which will always be on).
Boundary between humans and devices will decrease.
, Benefits of digital marketing
What are the factors that make digital marketing highly beneficial for a company?
1) Targeted advertising
Degree of individualization:
a) Traditional media: same message
b) New media: Unique messages and more information exchange between
customers
2) Intrusiveness / control
- Giving the consumer more power in the marketer- consumer relationship
- Low intrusiveness (opdringerigheid)
- Consumers can largely decide when to consume the media
e. YouTube pre-roll ad videos; as a consumer you can choose to skip them after 5 seconds or
use an ad blocker to never see the ads in the first place
,3) Product information
Product information on the digital domain can be obtained in more details
- Product comparisons
- Product reviews
4) Performance measurement
- Real-time (results, monitoring and adjustments)
5) Cost & ROI
- Generally, the costs of digital marketing techniques are lower
- More control on the costs!
- Organic vs. paid options
E.g. Increase self-service by 40% reduce call-centers costs 10%
6) Communication to engagement
- From one-way communication to a two-way engagement
- Customer centric interaction!
, Digital vs. Offline media
Factors related to media:
- Intrusiveness
- Control
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