Samenvatting Digital Persuasive Communication (K001438A ) - UGent
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Course
Digital Persuasive Communication (K001438A)
Institution
Universiteit Gent (UGent)
NL: Complete summary of the course Digital Persuasive Communication (K001438A) by prof Femke Loose. Detailed lesson notes based on the slides + all guest lessons including table of contents for a clear overview. Created in academic year .
EN: Full summary of the course Digital Persuasive Communi...
Digital Persuasive Communication
Table of Contents
1. The Digital Advertising Landscape ............................................................................................ 3
1.1. Evolution of digital marketing .......................................................................................... 4
1.2. Digital marketing through time......................................................................................... 5
1.3. Recent evolutions ..........................................................................................................10
1.4. AR & VR .......................................................................................................................11
1.5. AI ................................................................................................................................12
1.6. Capability to be measured ..............................................................................................20
1.7. Regulations (see class of Marketing Ethiek).......................................................................24
1.8. Customer engagement ...................................................................................................27
1.9. Willingsness to accept technology ...................................................................................28
2. Digital Marketing Strategy ......................................................................................................32
2.1. Defining a Digital Marketing Strategy ...............................................................................32
2.2. Audit & Situation analysis ...............................................................................................39
2.2.1. Internal factors: Organization review (micro-analysis) ................................................41
2.2.2. Customer insights..................................................................................................42
2.2.3. Who are our customers (segmentation)?..................................................................44
2.2.4. Customer journey..................................................................................................47
2.2.5. External factors .....................................................................................................54
2.2.6. Macro-environment analysis...................................................................................54
2.2.7. Stakeholders .........................................................................................................56
2.2.8. Competitor review.................................................................................................58
2.3. Strategy .......................................................................................................................62
2.4. Building the digital marketing plan...................................................................................71
2.4.1. Evaluation: Metrics & Analytics ...............................................................................78
3. The Digital Marketing Toolbox ................................................................................................84
3.1. Email ...........................................................................................................................91
3.2. Websites ......................................................................................................................98
3.3. Podcasts..................................................................................................................... 103
3.4. Social media ............................................................................................................... 106
3.5. The honeycomb model (Kietzmann et al., 2011) .............................................................. 110
3.6. Types of social media marketing (paid vs. organic) ........................................................... 114
3.6.1. Paid social media marketing.................................................................................. 115
3.6.2. Organic social media marketing............................................................................. 117
1
,4. Influencer Marketing (Guest lecture: Klara Verzele & Marijke De Veirman)................................ 119
4.1. Part 1 (Guest lecture: Klara Verzele) ............................................................................... 119
4.1.1. How not to fail in influencer marketing .................................................................. 120
4.1.2. Influencers vs. content creators............................................................................. 121
4.1.3. Influencer marketing in practice ............................................................................ 121
4.1.4. Trends and opportunities in 2025 .......................................................................... 126
4.2. Deel 2 (Guest lecture: Marijke De Veirman) .................................................................... 127
4.2.1. Key points from the slides .................................................................................... 127
4.2.2. SMI Barometer.................................................................................................... 128
5. SEO & Analytics (Guest lecture: Tina Van der Heyden) ............................................................. 129
5.1. SEO............................................................................................................................ 129
5.2. Analytics .................................................................................................................... 145
6. Online advertising (Guest lecture: Celine Barremaecker) ......................................................... 148
6.1. Part 1: Online advertising channels + target audiences ..................................................... 148
6.1.1. Online advertising channels and their strengths ...................................................... 148
6.1.2. Defining target audiences ..................................................................................... 153
6.2. Part 2: Develop online advertising strategy ..................................................................... 155
6.2.1. Building funnels .................................................................................................. 155
6.2.2. How to create a campaign plan ............................................................................. 155
6.2.3. Analyzes and reports ........................................................................................... 156
6.2.4. Budgeting ........................................................................................................... 160
6.3. Part 3: A dive into the advertising channels..................................................................... 161
7. Generative AI in Marketing (Guest lecture: Geert Van Boven) .................................................. 162
7.1. How do machines learn? .............................................................................................. 164
7.2. Large Language Models (LLM’s) ..................................................................................... 166
7.3. Tone of voice: How to make ChatGPT sound like you want ................................................ 169
7.4. Form: How to make ChatGPT produce the right output .................................................... 171
7.5. Prompt tips................................................................................................................. 172
7.6. AI & images ................................................................................................................ 175
7.7. Real life examples ........................................................................................................ 177
7.8. Prompt....................................................................................................................... 179
7.9. Key players ................................................................................................................. 180
7.10. Audio: TTS and SST ...................................................................................................... 183
7.11. Video ......................................................................................................................... 184
8. Gen AI @ DPG Media (Guest lecture: Valerie De Naeyer) ......................................................... 185
8.1. AI .............................................................................................................................. 185
8.2. DPG Media & Generative AI applications ........................................................................ 193
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, 1. The Digital Advertising Landscape
Defining ‘digital marketing’
“Any marketing methods conducted through electronic devices which
utilize some form of a computer. This includes online marketing efforts
conducted on the internet.” (American Marketing Association)”
Defining ‘digital advertising’
… advertising that employs digital technology (hardware, soft-ware, and communication
technologies) in the execution of marketing plans (Boddu et al., 2022).
It has revolutionized how brands interact with consumers, offering precise targeting, measurable
results, and the ability to reach global audiences.
From Print to Pixels: why brands are moving to digital?
Traditional media TV, radio and print ads still have a place but are
limited in reach and targeting capabilities
Digital revolution The rise of the internet has dramatically shifted ad spending towards
digital due to its flexibility, measurable impact and reach
Why digital advertising matters: key advantages
• Precise targeting: advertisers can use detailed user data to craft personalized ads
• Interactive & engaging: digital ads allow for real-time user interaction (e.g. comments, clicks,
shares)
• Data-driven: instant feedback through analytics, leading to higher ROI → measurable results
• Cost-effectiveness: compared to traditional media, digital ads are scalable, making them
accessible to businesses of all sizes
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, 1.1. Evolution of digital marketing
Starting from a visionary quote
“In the future, there will be computers everywhere and we will not notice their
presence. They will just be there, seamlessly integrated into the world at large”
Concept of “calm computing” and “ubiquitous computing”
Mark Weiser (head of the Computer Science Laboratory at the Xerox Palo Alto
Research Center) (1952 –1999)
Ubiquitous computing (= pervasive computing)
= a concept that refers to a world where technology seamlessly integrates into our environment and
everyday objects making it invisible to users
➔ Informs, interacts without being intrusive
➔ VB: video shoes1
Internet of Things (IOT)
= refers to a network of physical devices, vehicles, appliances and other
physical objects that are embedded with sensors, software and network
connectivity, allowing them to collect and share data
Digital disruption
= major marketplace changes of sector transformation following the application of technology
• 1995: Amazon disrupted the traditional book-selling market
• 1997: Netflix disrupted the traditional video-hire market
• 2008: Airbnb disrupted the accommodation sector
• 2009: Uber disrupted taxi services
Reshaping financing models/ad system content platforms (e.g. streaming services, podcasting)
“ a cheaper, ad-supported Netflix tier” – as the company tries to stem the loss of more than 1 million
subscribers in 2022
• First unsolicited bulk commercial email by Gary Thuerk (marketing representative for Digital
Equipment Corporation (DEC), a major American computer company
• “On May 3, 1978, Thuerk composed an email advertising an open house for DEC's latest
computer systems and sent it to 393 recipients. The message was addressed to every user
with an ARPANET account on the West Coast of the United States, an unprecedented move
that shocked the community.
• Response to Thuerk's email was … negative BUT The open house generated a significant
amount of interest, with attendees purchasing more than $12 million worth of computer
equipment,
• => The birth of SPAM
https://yourstory.com/2023/05/origin-email-spam-digital-communication
First clickable display ad (1994)
“First (claimed) clickable web ad was a banner advertisement for AT&T on HotWired.com in 1994”
→ 44% CTR
“Part of AT&T’s larger “You Will” campaign, which included a series of television commercials
featuring predicted scenes from an internet-enabled future—in many cases quite accurately.”
Pop-up ads (1997)
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