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Digital marketing summary/notes by Tim Smits and Yara Qutteina

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Hello, in this document you will find all the subject matter for digital marketing: from the slides + lesson notes, and there is sometimes clarification of the articles (each time in green letters). Since the exam is an open book, I find it practical to find just about all the subject matter in one...

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  • May 31, 2024
  • 36
  • 2023/2024
  • Class notes
  • Tim smits en yara qutteina
  • All classes
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Digital marketing lesnotities


1. The digital marketing landscape


Changes rapidly  no use in learning an Instagram campaign now
Different type of course & exam !!
 Materials are important: read more : no need to study them all (he’ll
announce importance)
Bring your own device exam + open book!  anything except communication is
allowed
But don’t be fooled by that  know where to find claims to back up your answer
 show where you found it
Sample questions on toledo
Multiple choice, short answer, short essays



 Context
Digital
Focus on mainstream marketing approaches
System thinking approach: tension between stakeholders… evolution  future
perspective
Marketing
2 perspectives: discipline as itself / communications (larger part of what’s
happening, what where mostly confronted with)


Try to be smart about how things will evolve
3 possible things that can happen with open AI:
1. Big platform buys it
2. Going to be a paid platform
3. Advertising
Neglecting that AI exists, neglecting physical marketing

,  Marcom mini course




Branding: A long-term strategic perspective on how to build, grow and maintain
your brand value. MarCom should always serve the brand strategy
Campaign: A strategically planned chronology and collection of MarComs with a
common creative appeal and an appropriate communication strategy and budget
planning per medium
o Reach vs relevance

Reach: the more exposure, the better  constant availability BUT you should do
that in a distinctive way
Relevance: within the reach, the more relevant you can be, the more likely the
receiver will invest more energy
 Easiest way is via target
 The less relevance: the cheaper the
ad
 95% of MarCom is Reach (80%) vs
Relevance (15%)
 Higher reach or higher relevance per
reach = more expensive
 Most new media start from relevance  change to reach media
 Mostly objectives: a lot of reach and a bit of relevance structured in
cognitive – attitudes – behavior




o Stakeholder model

 Advertisers want to persuade consumers
and need “media” to reach them. Media need
advertisers for revenue.
Tension from one groups, affects both other
groups

, Tension grows until at some point systems need to change
Fe. All students used to have adblockers  advertisers weren’t paying media
anymore  media had a problem: solutions: paid models,


But doesn’t work on consumer side: we see changes that consumers are fighting
the system
Look at them as a win win win solution system
System thinking: interconnected, circular, many directions, wholes, holistic
<-> traditional marketing: brand marketing (B2C) medium marketing (B2C),
medium to brand marketing (B2B)
Stakeholdermarketing approach: dive into article
 Article: Hillebrand et al.: stakeholder marketing: theoretical foundations
and required capabilities
 Interrelatedness of stakeholders
- Stakeholder network as continuous instead of discrete disciplines: 3
transitions:
o Value exchange: dyadic  complex
o Tension between stakeholder interests: implicit  explicit
o Control over marketing activities: centralized  verspreid
 to deal with these: systems thinking, paradoxical thinking & democratic
thinking




 stakeholders en relaties kunnen identificeren

- Stakeholder marketing= “activities within a system of social
institutions and processes for facilitating and maintaining value
through exchange relationships with multiple stakeholders”
- Stakeholdertheory:“simultaneous attention to the legitimate
interests of all appropriate stakeholders”

, - Multiplicity theory =entity that is constituted by the conjunctive
synthesis of a number of simple
elements or singularities
o Discrete: does not change in
nature when divided; it changes
only in degree because all the
elements are considered the same
in kind
o Continuous: changes in nature
when divided because the
elements of the multiplicity
influence each other and cannot
be unfolded without destroying its essence. ( holistic view
rather than a focus on individual elements)

 marketing has always seen stakeholder networks as discrete,
but this perspective sees it as continuous multiplicities

= not simply respond to each stakeholder individually but rather to
an interaction of the multiple influences from the entire stakeholder
set

= generation of revenues depends on other stakeholders and thus
acknowledges that multiple stakeholders may be critical for success

= The value creation process is not confined to the firm, but takes
place throughout the stakeholder network.




 Threats in digital marketing
o Does digital marketing makes sense

Is my target group online? Yes
Is digital relevant for my product/ brand? Probably


Digital sometimes is a threat to itself
Fe Cambridge analytica : company that started on insides from a professor of
Cambridge  full access on all of your data on FB: did small tests etc -> full
psychological profile
 Led to two applications: specific target & profile them to assist campaigns
on fb in general
Fe zoom: did very well despite privacy concerns

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