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Digital marketing lecturesSamenvatting
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, 1
Lecture 1
Digital marketing: waarde te creëren, communiceren, leveren en behouden voor alle
stakeholders (Kannan & Li, 2017)
Digital marketing is: an adaptive and technology enabled PROCESS by which firms
collaborate with customers and partners to create, communicate, deliver, and sustain value
for all stakeholders.(Kannan & Li, 2017)
The impact of digital technologies is reflected in:
● More information channels and ways to interact; informatiekanalen en
interactiemogelijkheden
● More personalization of advertising
● Changing buying patterns and consumer needs; behoefte
● The rise of digital platforms
● Increasing competition
● Increasing marketing expenditures; uitgaven and need for accountability;
verantwoording
● Good metrics inform good management.
Customer journey: Het is voor bedrijven steeds complexer geworden om de ervaringen
en reizen van klanten te beheren. In een analyse van de klantreis richten bedrijven zich op
hoe klanten interacteren met meerdere touchpoints, moving from consideration, search,
and purchase, to post purchase, consumption, and future engagement or repurchase.
, 2
Herhausen et al., 2014
Touchpoints
Zero moments (ZMOTH): moments in between seeing a marketing stimulus and going to the
store / point of sale (usually to get more information, look for discounts, compare brands etc.)
, 3
Touch points: When moving through the customer journey to purchase, customers use and are
exposed to multiple touch points; each of these has direct and more indirect effects on purchase
and other customer behaviors.
● It is important to identify critical touch points (“moments of truth”) throughout the
customer journey that have the most significant influence on key customer outcomes
● The effect of an individual touch point may depend on when it occurs in the overall
customer journey, on the type of consumer, on the type of product (e.g., hedonic or
utilitarian) etc.
Herhausen et al, 2019
Identify customer segments based on the touchpoints used in the customer journey
● Understand how the increasing importance of mobile devices affects these customer
segments
● Understand the relationships between product satisfaction, journey satisfaction,
customer inspiration, and customer loyalty vary across the different customer journey
segments.
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