Garantie de satisfaction à 100% Disponible immédiatement après paiement En ligne et en PDF Tu n'es attaché à rien
logo-home
Summary Digital marketing (Tim Smits) €7,49   Ajouter au panier

Resume

Summary Digital marketing (Tim Smits)

 62 vues  0 fois vendu

Samenvatting Digital Marketing (master Communicatiewetenschappen, KUL) - prof.: Tim Smits

Aperçu 4 sur 40  pages

  • 3 juin 2021
  • 40
  • 2020/2021
  • Resume
Tous les documents sur ce sujet (3)
avatar-seller
lienbloemen
Digital marketing
1) introduction to digital marketing:
∙ Ebiquity: radiocentre report
∙ Pritchard: ‘Marketer of the Year’ Marc Pritchard on his quest for transparency
∙ Pauwels: metrics that matter ‘Truly Accountable Marketing: The Right Metrics for the Right
Results’
∙ Mark Ritson: ‘it’s time to shut down digital marketing teams for good’
∙ Fauconnier: ‘natte droom v. adverteerders dreigt om te slaan in nachtmerrie’

2) digital marketing media:
∙ Damian Ryan: Understanding digital marketing

3) online behavioral advertising & online shopping:
∙ Boerman e.a.: online behavioral advertising
∙ E-commerce statistics (Excel)
∙ Baldwin-Philippi: the myths of data-driven campaigning
∙ Comeos: E-commerce study
∙ Hughe e.a.: clicks as a healthy alternative to bricks: how online grocery shopping reduces vice
purchases
∙ Kim e.a.: mobile shopping through applications: understanding application possession &
mobile purchase
∙ Mallapragada e.a.: exploring the effects of ‘what’ (product) & ‘where’ (website
characteristics on online shopping behavior
4) guest lecture AdSomeNoise

5) covert advertising & e-WOM:
∙ Aerts e.a.: how online consumer reviews are influenced by the language & valence of prior
reviews
∙ Evans & Park: ‘rethinking the persuasion knowledge model: schematic antecedents &
associative outcomes of persuasion knowledge activation for covert advertising’
∙ Wojdynski & Evans: ‘going native: effects of disclosure position & language on the
recognition & evaluation of online native advertising’
6) digital political advertising:
∙ Baldwin-Philippi: the mythes of data-driven campaigning
∙ Kübler e.a.: how social media drove the 2016 US presidential election

,Introduction to digital marketing: (use these frameworks on exam)




Branding: a long-term strategic perspective on how to build, grow & maintain your brand value.
MarCom should always serve the brand strategy

Campaign: a strategically planned chronology and collection of MarComs with a common creative
appeal & an appropriate communication strategy & budget planning per medium


MarCom dynamics: reach vs relevance
cf. Elaboration Likelihood Model & System1/System2
˃ reach: hardly noticed peripheral cues affect us, certainly when
repeated over & over again
(Sharp: “distinctive assests” + “constant availability”)
˃ relevance: the best way to make consumers attentive of your
message is to make it relevant -> will make them cognitively
involved in the message

95% of MarCom = reach (80%) vs. relevance (15%):
∙ media cost: higher reach or higher relevance per reach = more expensive
∙ most “new” media start from the relevance position (bv. content marketing on Fb with
organic reach) & if succesful they then change into reach media (Fb turned into a big
traditional ad platform)
∙ brands typically evolve from relevance-based niche players to reach-based big companies
∙ MarCom objectives: a lot of reach (recall, TOMA, visits, …) & a bit of relevance (WOM,
loyalty, …), usually structured in cognitive – attitudes - behavior
∙ targeting: large segments (reach) vs. narrow prospects (relevance), but “targeting =
overrated (Ritson)”

,summary:

bv. Sneakers:
at this time I have a dormant goal for
sneakers (don’t need new sneakers now),
noticed your sneakers are’nt fashionable
anymore -> activated goal (want new
sneakers)
> ACTIVATED GOAL: need relevant info
inactivated




(where they can buy it, delivery service,…)
-> want to SEARCH things
> DORMANT GOAL: general info, just building
brand cognitions
-> they just SURF


Threats in digital marketing:

does digital marketing make sense? -> 2 questions:
1) is my target group online? - yes
2) is “digital” relevant for my product/brand? – probably

inside treat:
- privacy concerns
- bv. Fb: Cambridge analytica

benefit digital marketing: metrics!
digital marketing funnel (analytics)


-> highly measurable BUT focus on BEHAVIOR

-> what about those 2 other strong marketing metrics?:
COGNITION & ATTITUDE

-> & how do the metrics compare to traditional
advertising metrics? CPM – GRP/TRP - …



danger -> cf. Koen Pauwels: (text on Toledo)
focus on “rapid behavior”, not enough on “slow attitudes”

, Issues:
• viewability standards
• ad fraud
• exposure & interaction measures


“digital” has 2 faces:

REACH: RELEVANCE:
∙ display banners ∙ search (SEO / SEA)
∙ social media advertising ∙ content marketing
∙ viral marketing ∙ direct (mail, social)
∙ native ∙ vloggers/Bloggers
∙ celebrity influencers ∙ expert influencer marketing
∙ … ∙ online PR
∙ …
-> the reach face got criticized a lot (Pritchard) …
-> but now also the relevance face (by advertising agencies, …)


Media development & advertising:

1. new technology aimed at early adopters

relevance 2. technology develops & gains popularity: attracts marketing attention

3. innovative marketers try to make use of the platform & its native persuasive powers, which further
boosts popularity

reach 4. technology becomes mainstream mass medium & switches to traditional paid media marketing
Mode

bv. Fb:
1. start as an online yearbook for students: “The facebook”
2. crossover to other universities: domain facebook.com -> initial commercial exploration
3. worldwide success with content marketing as a result (no revenue for Fb): a bit of ad money
4. growth to a real media platform that sells ad space & hardly offers free/organic reach to
commercial parties

Les avantages d'acheter des résumés chez Stuvia:

Qualité garantie par les avis des clients

Qualité garantie par les avis des clients

Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.

L’achat facile et rapide

L’achat facile et rapide

Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.

Focus sur l’essentiel

Focus sur l’essentiel

Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.

Foire aux questions

Qu'est-ce que j'obtiens en achetant ce document ?

Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.

Garantie de remboursement : comment ça marche ?

Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.

Auprès de qui est-ce que j'achète ce résumé ?

Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur lienbloemen. Stuvia facilite les paiements au vendeur.

Est-ce que j'aurai un abonnement?

Non, vous n'achetez ce résumé que pour €7,49. Vous n'êtes lié à rien après votre achat.

Peut-on faire confiance à Stuvia ?

4.6 étoiles sur Google & Trustpilot (+1000 avis)

71184 résumés ont été vendus ces 30 derniers jours

Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans

Commencez à vendre!
€7,49
  • (0)
  Ajouter