Digital marketing summary ALL CLASSES own notes - 2020
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Course
Digital Marketing
Institution
Universiteit Gent (UGent)
Based on the lessons, summary with all important tables & photos theory. Concepts indicated in bold to be able to skim quickly, enumerations underlined. Own notes are incorporated.
PUNTENVERDELING
Closed book, written exam with open questions, assessing the students’ insights in theories,
strategies, tactics and tools used in digital marketing, as well as their critical reflections and
applications of theoretical frameworks on recent issues within the field. EX: you don’t have
to know dates/years. GOOGLE ADS: open questions, no MC. Explaining certain types of
concepts. Certification exam is mostly MC.
➔ 60% of final grade
Permanent evaluation of the group work: Students are evaluated in group on how they
develop, report on and present their digital marketing campaign and plan
➔ 40% of the end grade
CLASS 1: Introduction
Welcome to the digital age: recent, great technological innovations stress the critical
importance of moving modern marketing into the digital age
We are adding more layers to our reality with things such as augmented reality.
→ E.g. Pokemon Go, IKEA app to test furniture in room.
Virtual reality: alters our perception to the point of completely replacing our real-life
surroundings with a new, virtual reality.
Our culture has become a digital culture.
Marketing in the digital age
The digital screen is transforming business and organizational landscapes:
- Opening up access to global markets & communities of interest
- Uncovering new pricing models
- Revolutionizing the placement & distribution of products
- Transforming media
- Facilitating greater collaboration & efficiency within the organization
- Empowering consumers to demand new consumer-centric marketing models
- Generating vast amounts of data
However, the digital screen also carries a darker side:
- Information overload & chronic distraction
- The threat of privacy invasion by internet predators
- Information control by global tech giants
Marketers are facing a dilemma: They aren’t sure what’s working, they’re feeling underequipped to meet
the challenges of digital, and they’re having a tough time keeping up with the pace of change in the
industry… What’s worse, no one hands you a playbook on how to make it all work.
- Ann Lewnes, Chief Marketing Officer, Adobe
There are hundreds of thousands of people who were trained and mentored, and studied classical
marketing, and they got good at it… Unfortunately, the world has changed – and that education is no
longer relevant.
- Clark Kokich, Former Chairman, Razorfish
1
,The old mindset of marketing products by creating expensive campaigns built around classic
advertising media is becoming obsolete;
- Classic advertising vehicles can still play an important role
- But: they must be integrated with newer ICT vehicles that make up our digital world!
➔ A new, digital mindset is needed!
Marketers (executives, managers, junior professionals, consultants, students, or otherwise)
differ greatly in their understanding of and relationship to the various digital technologies,
strategies, tactics, and tools used to navigate today’s dynamically changing marketing
landscape → Reflection of differences in personal values and world view
Recap
- Spotify and Netflix have new business models: you have to pay a couple of euros a
month to have access to tons of songs and movies/tv-series.
- Digital media can also be beneficial in terms of efficiency and collaboration.
- Consumers gain power. Nowadays, consumers have a bunch of online tools to
influence other consumers, or engage directly with companies online. Some of these
posts might even go viral, this forces organisations to move more towards these
user-centric models.
- We’re at risk of privacy invasion by internet predators and information control by
global tech giants, this will influence our online behavior and have other implications.
- Dilemma: marketeers don’t feel well-equipped to deal with the digital challenges.
Online campaigns
- Squatty potty
- Wendy’s: keeping Fortnite fresh
- Chipotle: The scarecrow → watch video with sound & take a look at what kind of
impact it had.
CLASS 2 (CH1: The digital marketing landscape & CH2: The digital consumer)
CH1: The digital marketing landscape
The Digital Marketing landscape offers a lot of exciting opportunities for marketers, but
there are also considerable challenges to consider;
- Important to understand key concepts (e.g. ubiquitous computing) and how the pace
of technology has changed
o Ubiquitous computing → In the future, there will be computers everywhere
and they will be seamlessly integrated into our world.
- Traditional marketing models regarding diffusion of innovations are still valid: online
opinion leaders, differences between generations, ...
- Meaning and impact of digital disruption
- Internet of Things, big data, and their impact on marketing
Ubiquitous computing
➔ This has become reality; everything is becoming smarter: cars, watches, shoes, socks, etc.
Also personalized billboards and such.
2
, Examples:
Acceleration in the adoption of new technologies
This change in the digital landscape is due to the acceleration in the adoption of new
technologies;
- Telephone: more than 50 years for half of US households to adopt
- Home computers: nearly 20 years
- Smartphones: less than 10 years
The pace of technology substitution
- The speed of replacement is based on ecosystems:
o New technology ecosystems have to counter challenges posed by existing
technologies
o Old technology ecosystems have to find product extension opportunities in
order to fight back.
- Framework for analyzing the pace of technology substitution, consisting of 4
quadrants:
1: creative destruction
▪ few opportunities for the old tech
▪ few challenges to the new tech
➔ fastest substitution
2: robust coexistence
▪ old tech fights back
▪ new tech experiences few challenges
➔ gradual substitution
3: illusion of resilience
▪ few opportunities for old tech
▪ new tech also experiences challenges
➔ stasis followed by fast substitution
3
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