Summary
Samenvatting Digital Marketing UCLL (Leuven) - geslaagd examencijfer
- Course
- Institution
NOTITIES PPT (lector: Nele vande Walle) Volledige samenvatting digital marketing.
[Show more]
Seller
Follow
chloe97
Content preview
InhoudsopgaveDigital marketing – Part 1 ....................................................................................................................... 2
Digital marketing – Part 2 – Social media................................................................................................ 8
Digital marketing – Part 2 – Content calendar and conversation ......................................................... 14
Digital marketing – Part 2 – Facebook .................................................................................................. 17
Part 3 – SEM 1 – Search Engine Marketing ........................................................................................... 26
Search Engine Optimization .............................................................................................................. 26
Search engine advertising – Summary .............................................................................................. 30
Part 3 – SEM 2 – Search Engine Marketing ........................................................................................... 31
Search Engine Advertising ................................................................................................................. 31
Part 4 – Advertising ............................................................................................................................... 35
Part 5 – Email Marketing ....................................................................................................................... 42
Part 6 – LinkedIn .................................................................................................................................... 48
Part 7 – Strategy .................................................................................................................................... 49
Part 8 – Measuring ................................................................................................................................ 53
Part 9 – Guest Lecture – Influencer’s marketing ................................................................................... 56
,Digital marketing – Part 1
The importance of the internet
We no longer “go” online, we live online.
➢ Connected all the time
Media consumption – USA
TV is decreasing, on the other hand you see an evolution on digital.
Who is this digital consumer?
Spending time on
➢ Shopping
➢ Streaming
➢ Chatting
➢ Information
➢ Gaming
➢ Online shopping
Information gathering and also spreading. People can easily spread information by a blog. If you’re
posting things at Facebook, you create a own brand.
Social interaction, you get to know people through apps like Facebook, Instagram, Snapchat, enz.
Online buying and selling, 63 % of the Belgian buy online. E-commerce is growing every year because
it saves time.
,What is the behavior of the digital consumer?
The digital consumer shows emotions and power. You don’t show emotions in a physical store.
The digital consumer advocates and influences.
The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
If you don’t respond to negative reviews, it could harm your business.
Example – Apple
Example – Jetblue
The digital consumer wants ultimate convenience
= Easy and fast
The information that people are looking for, has to be fast and easy to find. Humans have an average
attention span of 8 seconds.
If you go to ASOS and you go back, they should know you are a woman or a guy. It’s usual that the
site adapts to the behavior of the person, because of cookies.
, What is the impact of the digital consumer marketing?
Traditional marketing – 4 P’s
• Product
• Price
• Place
• Promotion
Thanks to the internet
• You can easily supply your customers with information
• You can interact with your customers
• You must communicate in a tailor-made way
o Example Amazon
o Cookies
• You can have a virtual home or shop
• You can gather information on customers
• The results of your marketing communication can be measured quickly and easily
Online impression = If you’re looking for something, the online company can see how many times
you looked for that product.
4 C’s of digital marketing
Product Customization/Cocreation
Price Currency
Place Communal activation
Promotion Conversation
Customization
• Personalizing products
Currency
• Easily adapt prices
o Example Amazon
o If they see you don’t buy the product, they could send a promotion so you will buy it
Communal activation
• Not physical but also online
o Example Airbnb
o Offering online platform but the consumer is the distributor
Conversation
• Standard communication tools
• Interaction
o You can have a conversation online
o If you post something online, people can react
Digital marketing is NOT meant to replace traditional marketing. Marketing 4.0 is a marketing that
combines online and offline interaction. The 4 P’s will still exist but evolving to the 4 C’s. It’s about
the evolution. (Exam question)
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 chloe97. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $19.55. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
72841 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now