Introduction to Digital Marketing: Digital Platforms-Metrics
Online-Data, Data Types, Conversion-Attribution
Course structure
(1) Final Exam: 60% , minimum 5,5
(2) Group Assignments: 40% (each 20%) – minimum 5,5 each
(3) Mini Assignments: 3 in total.
1 article presentation + 1 data (mini) exercise/assignment per group
Both mini-assignments have to completed with “sufficient” to pass the course and take the final exam.
Introduction DMA course
Kpi’s and metrics, paid, owned and earned media, conversion & attribution models 1
- What are the top trends in Digital Marketing and Analytics?
o Content marketing
§ Micro moments à google search engine
o The type of content is going to change: Textual and visual to more video as content
§ Video will be as content marketing very booming: the info is presented, the consumer does
not have to read anything.
o Influencer marketing will be there for the next few years: bad ability for content marketing. Everybody
can create content now.
o Data driven marketing
§ Customer segmentation
§ Google – transportation habits
§ Social media activities
§ Website – track consumer did
§ You start with data and then you end up with the kind of product.
o Omni channel marketing
§ First it was offline à now we go into mix of offline and online: Omni channel management:
how do you manage all possible channels? How do you manage the customer journey?
• Shoes: what diff. mediums do the consumer have access to?
• We try to create a journey map: where customers have presence everywhere.
• Machine learning: artificial intelligence and augmented reality.
Factors driving Digital Marketing
- Average amount of time spent on internet
- Accessibility of internet
- Mobile penetration
- Digital Transformation in companies
Evolution of Web
Web 3.0 - Semantic search: you ask a machine to search for something
Web 4.0 – connection between people and machines
Digital Marketing – Drivers
3
,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.
What are the factors that make Digital Marketing highly beneficial for a
company? OR Benefits of Digital Marketing
1. Targeted Advertising
Degree of individualisation:
(a) Traditional media (same message);
(b) New media (unique messages and more information exchange
between customers)
2. Intrusiveness/Control
- Giving consumer more power in the Marketer – Consumer relationship
- Low intrusiveness: (it is high in non-digital media when control is less)
- Consumers can largely decide when to consume the media
E.g. 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)
- What are the key parameters Amazon measures on their website?
o Recommendations,
Sales only tells if people are buying or not- tells nothing about the steps before
the sales
5. Cost & ROI
- Generally, the cost of digital marketing techniques is lower
- More control on the cost
- Organic vs. paid options
Example: increase self- service by 40% reduce call-centres costs 10%
6. Communication to Engagement à
- One way communication to a two-way engagement
o Two-way communication where the focus is on the
consumer
- Customercentric interaction
4
, Comparison of Digital vs. Non-Digital Media
Factors related to Media
• Instrusiveness
• Control
• Modality
• Context
Factors related to Consumer response towards media
• Attention
• Processing
• Context
Compare Digital vs Offline Media on several parameters.
Combine slides 12& 13
Touchpoints @ Digital Platforms
Paid-Owned-Earned Media
Paid-Owned-Earned Media: Different Touchpoints
Facebook page of nike à owned media
Running ads on facebook à facebook becomes paid media
5
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