Summary

summary digital marketing 2023

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Course
Digital Marketing (K001305A)

Institution
Universiteit Gent (UGent)

All slides as seen during the course are summarized, as are the guest speakers' lectures. The final group presentations are also summarized according to topic! prof: Dieneke Van de Sompel

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Uploaded on December 30, 2023
Number of pages 38
Written in 2023/2024
Type Summary

digital
marketing
influencers
vr influencers
audit
persona
customer journey
consumption
digital marketing
ai
vr

Institution
Universiteit Gent (UGent)
Education
Bachelor in communicatiewetenschappen
Course
Digital Marketing (K001305A)

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DIGITAL MARKETING
Engels

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Cluster I:The Digital Advertising Landscape : Defining Digital Marketing ............................................... 4
Marketing (r)evolution ........................................................................................................................ 4
AR & VR ............................................................................................................................................... 4
AI advertising ....................................................................................................................................... 4
Capability to be measured .................................................................................................................. 6
Big data ............................................................................................................................................ 6
Marketing in the digital age .............................................................................................................. 7
Regulations .......................................................................................................................................... 7
Customer engagement ........................................................................................................................ 8
Willingness to accept technology .................................................................................................... 8
Cluster II: Digital marketing Strategy....................................................................................................... 9
Definition ............................................................................................................................................. 9
Strategic marketing planning ............................................................................................................ 10
Audit & Situation Analysis ................................................................................................................. 10
Internal factors: organization review .............................................................................................. 10
Customer Insights (targets) ........................................................................................................... 11
External factors: Macro-environment analysis and stakeholders .................................................. 12
External factors: Competitor review............................................................................................... 13
Strategy ............................................................................................................................................. 14
The social strategy cone ................................................................................................................ 14
Strategy models ............................................................................................................................. 14
Building the digital marketing plan ................................................................................................... 16
Overview of the strategy and objectives ........................................................................................ 16
Segmentation, targeting, positioning ............................................................................................. 16
Selecting tools, channels and tactics............................................................................................. 16
Creative offer/ message ................................................................................................................ 16
Evaluation of resources ................................................................................................................. 17
Media planning .............................................................................................................................. 17
Testing ........................................................................................................................................... 17
Cluster III: The Digital Marketing Toolbox ............................................................................................. 17
Inbound & outbound marketing ....................................................................................................... 18
Platform selection ............................................................................................................................. 18
Study Ahmadi et al. (2023) Congruency and Users’ Sharing on Social Media Platforms: A Novel
Approach for Analyzing Content. ...................................................................................................... 18
Email .................................................................................................................................................. 18
Advantages of email marketing ..................................................................................................... 18
Disadvantages of email marketing ................................................................................................ 19

1

, Planning an email campaign ......................................................................................................... 19
Website ............................................................................................................................................. 19
Podcasts............................................................................................................................................. 20
Social Media ...................................................................................................................................... 20
The Big Tech Slowdown ................................................................................................................ 20
Engagement with social media and social media advertising: The differentiating role of platform
type. ............................................................................................................................................... 20
Which social media platform .......................................................................................................... 21
The honeycomb model of social media ......................................................................................... 21
Paid vs. organic social media marketing ....................................................................................... 21
Cluster IV: SEO & analytics .................................................................................................................... 21
SEO .................................................................................................................................................... 21
Q&A ............................................................................................................................................... 24
Google Search Console ................................................................................................................ 25
Analytics ............................................................................................................................................ 25
Google ads, google tag manager & google my business ................................................................... 27
Google ads .................................................................................................................................... 27
Google Tag Manager ..................................................................................................................... 27
Google My Business ...................................................................................................................... 28
Cluster V: (ethics in) E-commerce ......................................................................................................... 28
Becom ................................................................................................................................................ 28
Merkado ............................................................................................................................................ 29
Bol ...................................................................................................................................................... 30
Cluster VI: Influencer marketing ........................................................................................................... 31
Virtual influencer marketing ............................................................................................................. 31
INFLUO UGent ................................................................................................................................... 31
Influencer marketing ...................................................................................................................... 32
Media- en innovatieweek ...................................................................................................................... 32
AI en ethiek in marketing .................................................................................................................. 32
Presentations......................................................................................................................................... 32
Virtual influencers ............................................................................................................................. 32
VR ...................................................................................................................................................... 33
AI personalized video advertising ..................................................................................................... 33
Computer – generated imagery (CGI) ............................................................................................... 34
Native advertising.............................................................................................................................. 34
AI – generated chatbot...................................................................................................................... 35
Deep fakes ......................................................................................................................................... 35

2

, Metaverse.......................................................................................................................................... 35
Shoppable ads ................................................................................................................................... 36
Livestream shopping ......................................................................................................................... 36
Facial recognition and digital-out-of-home advertising (DOOH) ...................................................... 37
Nanotechnology ................................................................................................................................ 37

3

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