VUB
Digitale
marketingindus
trieën
2023-2024 - prof. Gaëlle Ouvrien
,Digitale Marketingindustrieën
1 Examen info.........................................................................................................................................4
2 Introductie – Global Marketing Trends 2023.......................................................................................4
2.1 Vier trends in marketing...............................................................................................................4
2.2 Huidige marketing communicatielandschap.................................................................................5
2.3 Awards..........................................................................................................................................7
2.4 Wie doet wat?..............................................................................................................................7
3 Sociaal economisch perspectief...........................................................................................................7
3.1 Veranderend digitaal landschap...................................................................................................7
3.2 Digital marketing landscape – Van dijck.......................................................................................8
Voorbeeld Apple muziek en transformatie van de muziekindustrie...............................................8
Actor-network theory (ANT)...........................................................................................................8
Political economy approach............................................................................................................9
Combinatie beide benaderingen = multi-layered model..............................................................10
3.3 Multi-layered model Van Dijck...................................................................................................10
1/ Technologie..............................................................................................................................10
2/ User & Usage (gebruiker).........................................................................................................11
3/ Content....................................................................................................................................11
4/ Ownership................................................................................................................................12
5/ Governance..............................................................................................................................12
6/ Business models.......................................................................................................................12
3.4 Digitalisatie en dataficatie..........................................................................................................13
Belang van data (dataficatie)........................................................................................................13
Proces dataficatie.........................................................................................................................13
De waarde van data......................................................................................................................14
4 Marketingonderzoek.........................................................................................................................14
4.1 Impact digitaal op marketing onderzoek....................................................................................14
Twee grote ontwikkelingen..........................................................................................................14
4.2 The Like Economy.......................................................................................................................16
WEB 1.0........................................................................................................................................16
WEB 2.0........................................................................................................................................16
Like Economy................................................................................................................................16
WEB 3.0........................................................................................................................................19
Gevolgen.......................................................................................................................................19
5 Marketingcommunicatie...................................................................................................................23
5.1 Geschiedenis mediaeffecten onderzoek.....................................................................................24
1
, 5.2 Impact digitale betrokkenheid marketingcommunicatie............................................................24
2 grote veranderingen..................................................................................................................25
5.3 Online advertising industry.........................................................................................................25
Online advertising strategy...........................................................................................................25
Evolutie online advertising...........................................................................................................26
Online vs offline advertising.........................................................................................................26
5.4 Huidige trends in online advertising...........................................................................................29
Soorten digitale marketing communicatie....................................................................................29
5.5 Nieuwe trend: influencer marketing...........................................................................................30
Hoe vind je de juiste influencer?..................................................................................................30
Wat met het interactieve publiek?...............................................................................................30
Implicaties voor marketing...........................................................................................................30
PSI potential..................................................................................................................................31
Conclusie e-marketing..................................................................................................................31
6 Mediakanalen en online platformen.................................................................................................32
6.1 Platform mechanismen...............................................................................................................32
Kenmerken of digital media..........................................................................................................32
Sociale media als tool voor activisme...........................................................................................33
6.2 Platform society..........................................................................................................................33
Drie mechanismen........................................................................................................................34
6.3 Wie is hier verantwoordelijk.......................................................................................................37
Digital Services Act........................................................................................................................37
Adverteerders als moderatoren...................................................................................................37
6.4 Media channels as digital platform.............................................................................................37
Case: Facebook.............................................................................................................................38
Conclusie......................................................................................................................................40
7 Consumentenperspectief..................................................................................................................40
7.1 User agency................................................................................................................................40
De actieve consument: een dubbel verhaal..................................................................................40
7.2 User commodity types................................................................................................................40
Populariteit in online gaming........................................................................................................41
Evolutie in gaming industrie.........................................................................................................41
Economie achter de games...........................................................................................................41
8 Masterclasses....................................................................................................................................42
8.1 Rikkert van Loo – Ads & Data......................................................................................................42
Ads & data....................................................................................................................................42
2
, Veranderend mediagebruik..........................................................................................................42
Tv wordt total video.....................................................................................................................43
Data het nieuwe goud?.................................................................................................................43
8.2 Frank Wertelaers – Telenet........................................................................................................45
8.3 Frédéric Palella – Semetis...........................................................................................................46
8.4 Dax Vercauteren – Adform.........................................................................................................47
8.5 Influo – Influencer Marketing.....................................................................................................48
8.6 Konrad Rudnicki – Neuromarketing............................................................................................50
8.7 Luc Ouvrien.................................................................................................................................52
9 Debatten............................................................................................................................................54
9.1 Case 1: Cancel culture, wanneer je merk of product gecanceld wordt.......................................54
9.2 Case 2: AI in influencer marketing: virtual influencers, ChatGPT in advertising..........................54
9.3 Case 3: Bemiddeling/verwijdering content door social media platformen.................................54
9.4 Case 4: Inclusiviteit in online advertising....................................................................................55
9.5 Case 5: Advertising in games en e-sports....................................................................................55
3
Digitale
marketingindus
trieën
2023-2024 - prof. Gaëlle Ouvrien
,Digitale Marketingindustrieën
1 Examen info.........................................................................................................................................4
2 Introductie – Global Marketing Trends 2023.......................................................................................4
2.1 Vier trends in marketing...............................................................................................................4
2.2 Huidige marketing communicatielandschap.................................................................................5
2.3 Awards..........................................................................................................................................7
2.4 Wie doet wat?..............................................................................................................................7
3 Sociaal economisch perspectief...........................................................................................................7
3.1 Veranderend digitaal landschap...................................................................................................7
3.2 Digital marketing landscape – Van dijck.......................................................................................8
Voorbeeld Apple muziek en transformatie van de muziekindustrie...............................................8
Actor-network theory (ANT)...........................................................................................................8
Political economy approach............................................................................................................9
Combinatie beide benaderingen = multi-layered model..............................................................10
3.3 Multi-layered model Van Dijck...................................................................................................10
1/ Technologie..............................................................................................................................10
2/ User & Usage (gebruiker).........................................................................................................11
3/ Content....................................................................................................................................11
4/ Ownership................................................................................................................................12
5/ Governance..............................................................................................................................12
6/ Business models.......................................................................................................................12
3.4 Digitalisatie en dataficatie..........................................................................................................13
Belang van data (dataficatie)........................................................................................................13
Proces dataficatie.........................................................................................................................13
De waarde van data......................................................................................................................14
4 Marketingonderzoek.........................................................................................................................14
4.1 Impact digitaal op marketing onderzoek....................................................................................14
Twee grote ontwikkelingen..........................................................................................................14
4.2 The Like Economy.......................................................................................................................16
WEB 1.0........................................................................................................................................16
WEB 2.0........................................................................................................................................16
Like Economy................................................................................................................................16
WEB 3.0........................................................................................................................................19
Gevolgen.......................................................................................................................................19
5 Marketingcommunicatie...................................................................................................................23
5.1 Geschiedenis mediaeffecten onderzoek.....................................................................................24
1
, 5.2 Impact digitale betrokkenheid marketingcommunicatie............................................................24
2 grote veranderingen..................................................................................................................25
5.3 Online advertising industry.........................................................................................................25
Online advertising strategy...........................................................................................................25
Evolutie online advertising...........................................................................................................26
Online vs offline advertising.........................................................................................................26
5.4 Huidige trends in online advertising...........................................................................................29
Soorten digitale marketing communicatie....................................................................................29
5.5 Nieuwe trend: influencer marketing...........................................................................................30
Hoe vind je de juiste influencer?..................................................................................................30
Wat met het interactieve publiek?...............................................................................................30
Implicaties voor marketing...........................................................................................................30
PSI potential..................................................................................................................................31
Conclusie e-marketing..................................................................................................................31
6 Mediakanalen en online platformen.................................................................................................32
6.1 Platform mechanismen...............................................................................................................32
Kenmerken of digital media..........................................................................................................32
Sociale media als tool voor activisme...........................................................................................33
6.2 Platform society..........................................................................................................................33
Drie mechanismen........................................................................................................................34
6.3 Wie is hier verantwoordelijk.......................................................................................................37
Digital Services Act........................................................................................................................37
Adverteerders als moderatoren...................................................................................................37
6.4 Media channels as digital platform.............................................................................................37
Case: Facebook.............................................................................................................................38
Conclusie......................................................................................................................................40
7 Consumentenperspectief..................................................................................................................40
7.1 User agency................................................................................................................................40
De actieve consument: een dubbel verhaal..................................................................................40
7.2 User commodity types................................................................................................................40
Populariteit in online gaming........................................................................................................41
Evolutie in gaming industrie.........................................................................................................41
Economie achter de games...........................................................................................................41
8 Masterclasses....................................................................................................................................42
8.1 Rikkert van Loo – Ads & Data......................................................................................................42
Ads & data....................................................................................................................................42
2
, Veranderend mediagebruik..........................................................................................................42
Tv wordt total video.....................................................................................................................43
Data het nieuwe goud?.................................................................................................................43
8.2 Frank Wertelaers – Telenet........................................................................................................45
8.3 Frédéric Palella – Semetis...........................................................................................................46
8.4 Dax Vercauteren – Adform.........................................................................................................47
8.5 Influo – Influencer Marketing.....................................................................................................48
8.6 Konrad Rudnicki – Neuromarketing............................................................................................50
8.7 Luc Ouvrien.................................................................................................................................52
9 Debatten............................................................................................................................................54
9.1 Case 1: Cancel culture, wanneer je merk of product gecanceld wordt.......................................54
9.2 Case 2: AI in influencer marketing: virtual influencers, ChatGPT in advertising..........................54
9.3 Case 3: Bemiddeling/verwijdering content door social media platformen.................................54
9.4 Case 4: Inclusiviteit in online advertising....................................................................................55
9.5 Case 5: Advertising in games en e-sports....................................................................................55
3
