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Summary Marketing II
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Week 1 - The digital environment and digital customersLecture 0 - Introduction
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Lecture 1 - The digital environment: doing business in a connected world
Digital transformation (Big data / reverse marketing / mobile applications / The internet of things)
Artificial intelligence
Virtual and augmented reality
Lecture 2 - Digital customers
Online buying behaviour
Privacy
Chapter 1 - The digital environment: doing business in a connected world (lecture 1)
Chapter 2 - Digital customers (lecture 2)
- Article 1: Brain drain: The mere presence of one’s own smartphone reduces available cognitive capacity.
- Article 2: Full disclosure: How smartphones enhance consumer self-disclosure.
Practice questions (Chapter 1+2 and articles 1+2)
Week 2 - Marketing goes digital and Search Engine Optimization (SEO)
Lecture 3 - Marketing goes digital
Digital isn’t the only option / Non-marketing digital marketers
Personalization
Viral marketing / Content marketing / Influencer marketing
Affiliate marketing / Attribution / Public relations and reputation management
Integrated marketing communications / Gaming / Legal considerations / Strategic digital marketing
Lecture 4 - Search Engine Optimization
Introduction to Search Engine Optimization / How search engines work / Keyword selection
On-site optimization / Off-site optimization / Strategic SEO
Chapter 3 - Marketing goes digital (lecture 3)
Chapter 4 - Search Engine Optimization (lecture 4)
- Article 3: Digital goods are valued less than physical goods.
- Article 4: Generating content increases enjoyment by immersing consumers and accelerating perceived
time.
Practice questions (Chapter 3+4 and articles 3+4)
, Week 3 - Website development
Lecture 5 - Website development (I)
Introduction to website development / Web presence ownership, management and development
Usability / The basics of presenting information on a website
Lecture 6 - Website development (II)
Content development
Chapter 5 - Website development (lecture 5+6)
- Article 5: The “I designed it myself” effect in mass customization.
- Article 6: Why are you swiping right? The impact of product orientation on swiping responses.
Practice questions (Chapter 5 and articles 5+6)
Week 4 - E-commerce and Advertising online
Lecture 7 - E-commerce
Introduction to E-commerce
Multi-channel retailing
Fulfilment
Comparison shopping engines, e-marketplaces, and third-party shopping sites
E-commerce websites
Lecture 8 - Advertising online
Introduction to online advertising / Programmatic advertising
Online ad formats
Objectives and management / Network advertising / Search advertising / Landing pages
Chapter 6 - E-commerce (lecture 7)
Chapter 7 - Advertising online (lecture 8)
- Article 7: Why am I seeing this ad? The effect of ad transparency on ad effectiveness.
- Article 8: Featuring mistakes: The persuasive impact of purchase mistakes in online reviews.
Practice questions (Chapter 6+7 and articles 7+8)
Week 5 - E-mail marketing and Marketing on social media
,Lecture 9 - E-mail marketing
Email as a medium for direct marketing
Email as a medium for marketing messages
Email newsletters
Lecture 10 - Marketing on social media
Introduction / Blogging / Consumer reviews and ratings / Social networking
Chapter 8 - E-mail marketing (lecture 9)
Chapter 9 - Marketing on social media (lecture 10)
- Article 9: The positive effect of not following others on social media.
- Article 10: Focusing on others before you shop: Exposure to FB promotes product configurations
Practice questions (Chapter 8+9 and articles 9+10)
, Chapter 1 - The digital environment (Doing business in a connected world)
1.1 Introduction
This first chapter considers some of the aspects of technological development that will – or already do –
impact on the digital marketer. They are generic in nature in that they are not marketing subjects – but they
have either (a) an impact on marketing, or (b) can be used by marketers in the practice of their craft.
1.2 Digital transformation
Digital transformation: How the entire organization has adapted to – or ignored – the changes brought to
society by the digital revolution -> Digital transformation is about organizing around the current customer. It is
about putting the customer at the centre of the universe (E-commerce / VU using digital tools in Covid-times)
It encompasses the use of new digital technologies to enable major business improvements
Digital transformation is not about technology, it is about the strategic use of technology
Key components of the digital transformation include: (1) big data (2) reverse marketing (3) mobile
applications (4) the Internet of things (5) the automation of business processes.
(1) Big data
Definition: the collection of a wealth of data from and about everything internal/external to the organization
and its interpretation to help make the business run more efficiently and improve customer service.
It facilitates the ability to track customers and their communications across every channel, which can help
measure and manage the customer experience (sum of all experiences a customer has with a business)
What can big data do?
Help improve customer service levels (understand what makes customers satisfied)
Enhance customer retention (keep your customers)
Improve overall customer lifetime value (create relationship)
Be used to deliver personalized services
Some scepticism about big data:
Big data mostly show what has happened/is happening – but not always explain why things are happening
First learn to maximize value from smaller data before going big – sometimes big data can also be useless
Sceptics who question the value of the deluge of data produced by data scientists have coined the phrase
weapon of math destruction to describe the impact of useless big data on organizations.
(2) Reverse marketing (customers vs companies)
Definition: The power relationship between firms and customers has changed – power to the customer!
Associated to the concept of helping the buyer to buy, this is where organizations and brands are
increasingly distrusted by customers and so the customer has become the marketer (roles are reversed)
Although Internet technology is the driving force behind most aspects of the digital transformation, it is one of
the Internet’s platforms – social media – that has had the most significant impact on the customer’s
perception of the organization, brand or product -> Customers trust customers more
Conversations on platforms such as Facebook
Posting reviews on platforms such as TripAdvisor or retailer websites
Furthermore, there is the impact of how potential customers use search engines (google)
The customer types their want or need into the search box. How organizations react to a request
determines who gets the business (give them what they looking for)
Helping the buyer to buy: Shifting from helping the seller to sell to helping the buyer to buy. Consumers
now expect to be facilitated in their research on the product that best meets their wants and needs
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