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Samenvatting Digital Marketing
- Établissement
- Universiteit Gent (UGent)
Samenvatting slides Digital Marketing gegeven door prof. Roose aan UGent, jaargang
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DIGITAL MARKETINGLECTURE 1: INTRODUCTION
Intro in the digital age
Our days are filled with digital multi-media & multi-device engagements. These touchpoints enable
data marketeers to understand social identity.
Different types of technologies can help you gain a more immersive experience, such as
- Augmented Reality (AR): real world with digital elements on top
- Virtual Reality (VR): fully digital world
- Mixed Reality (MR): real world with digital elements, where digital can interact with physical
(snapchat filters)
And are all part of the Extended Reality (XR), these help you optimiser the UX or User Experience
thanks to these opportunities.
Ubiquitous computing = The use of computers are/will be everywhere & whenever you want. Was
predicted in the 1990s
Covid-19 accelerated the digital transformation for many companies, social media usage increased… -
Opportunities to invest more in Digital Marketing
VUCA = Volatility, Uncertainty, Complexity & Ambiguity
- Volatility: Changes occur more often than before and require continuous analysis and
evaluation
- Uncertainty: We are not able to unambiguously predict and prioritise factors that may
influence the situation
- Complexity: The number of factors determining the development process increase
significantly or become unknown
- Ambiguity: Information is difficult to interpret unequivocally. Past experience is not
applicable to explain new processes and events
VUCA challenges can be approached through/by Machine Learning, instead of humans
Technology is substituted fast, think about telephones, computer, smart phones… , the speed of the
replacements is based on ecosystems
- Old technology ecosystems may find product extensions
- New technology ecosystems have to counter challenges
Adner & Kapoor’s
framework for the
pace of tech
substitution looks
like this:
,Creative destruction: few opportunities for the old tech, few challenges to the new tech
→ fastest substitution (16gb vs 8gb flash drives)
Robust coexistence: old tech fights back, but new tech experiences few challenges
→ gradual substitution (Hybrid engines vs internal-combusting engines)
Illusion of resilience: few opportunities for the old tech, but new tech experiences challenges as well
→ stasis followed by fast substitution (MP3 vs CD’s)
Robust resilience: Old tech fights back and new tech experiences challenges
→ slowest substitution (RFID chips vs Barcodes)
How do people handle these changes? Rogers made a framework of 5 different types of adopters
The early adopters in the digital age are opinion leader or influencers. They are key to spreading the
word about new products, while also gaining some money for promoting it.
Marketing in the digital age
Digital marketing => disruptive force
Tech-driven companies = brings new or innovative technological products/services to the market.
Tech-enabled companies = brings new or innovative user-experiences using existing technologies
to the market.
,Digital screen transforms businesses by opening up access to global market, uncovers new pricing
models, revolutionizes the placement and distribution of products (more direct to the customer),
consumers are able to be on the demand AND supply equations (bv. Share economy), generates vast
amounts of data…
Traditional marketing (newspapers) evolve into digital marketing (websites)
POEM framework: Paid, Owned & Earned Media; a framework that helps businesses to organize
their digital marketing efforts and understand the different channels available to them.
- Paid: any activity that a business pays for; banner ads, paid search, sponsorships…
- Owned: the business’ own marketing channels; their website, their mobile app…
- Earned: organic exposure & word-of-mouth; online reviews, mentions online…
These different categories can be combined into Shared Media: the Facebook page of a company
(OWNED) can be a place for customers to leave reviews about the product (EARNED)
Inclusion of Shared Media => PESO model
Integrated Marketing Communications (IMC) = Strategic approach
where all forms of communications & messages are carefully linked
together ensuring that messaging consistency is presented to
prospects & customers by all elements of the organization.
Internet of Things (IoT) = refers to the network of physical
devices, vehicles, home appliances, and other items that are
embedded with sensors, software, and connectivity to allow
them to collect and exchange data
o Is able to detect whether there are people in a building, how
your health is, is your heart rate faster than usual…
o Can be misused as well; abusing data, privacy issues, dishonesty, confusing
customers…
Internet of Behaviour (IoB) = focuses on the collection and analysis of data from people's
behaviors, preferences, and habits to influence and personalize experiences. Includes the
data collected from social media, which is then used to influence your behaviour into buying
a recommended product for example.
Copious amounts of data is being made every day. This explosion of data is one of the biggest
challenges marketers face.
Content Moderation = process of reviewing, monitoring, and removing content that violates a
website or platform's policies and guidelines. The purpose of content moderation is to ensure that
online communities remain safe, respectful, and free from harmful content, such as hate speech,
violent or graphic content, spam, and illegal activities. Facebook did very little to combat hate speech
& prioritized making money over users’ safety. (If it’s free, you are the product)
The privacy paradox; the phenomenon where people say that they value privacy highly, yet
in their behaviour give their personal data for very little in exchange or fail to use
measures to protect their privacy. => privacy should be measured & controlled by law
Customers in the digital age
, Consumers side = refers to the perspective and experiences of consumers in the marketplace. This
includes their attitudes, behaviours, preferences, and purchasing decisions.
The consumer side also encompasses the concept of consumer empowerment, which has become
increasingly relevant in the digital age. With the rise of social media and online review platforms,
consumers now have more power than ever before to share their opinions and experiences with
products and services, influence purchasing decisions, and hold companies accountable for their
actions.
In response to this shift in power, many companies have adopted customer-centric strategies that
prioritize the needs and preferences of consumers. This includes personalizing marketing messages,
providing exceptional customer service, and offering a seamless and enjoyable shopping experience
across all touchpoints.
Observations
The expectations of customers are changing, driven by technology. A good experience is the most
important factor. They expect to get exactly what they want, instantly & effortlessly. They are
curious (useful advice & information) , demanding (personal relevance) & impatient (act & receive
here & now)
Some key trends and factors influencing customer expectations in the digital age include:
1. Convenience: Customers expect seamless and effortless experiences across all touchpoints,
including online shopping, mobile apps, and social media. They expect fast, easy-to-use, and
personalized experiences that save them time and effort.
2. Personalization: Customers want personalized experiences that cater to their specific needs
and preferences. This includes personalized product recommendations, tailored marketing
messages, and customized pricing and promotions.
3. Transparency: Customers expect transparency from companies in terms of their pricing,
policies, and practices. They want to know that companies are trustworthy and ethical in
their dealings.
4. Contextual Interaction: refers to the idea of designing digital experiences that are tailored to
the user's context or situation. This means taking into account factors such as the user's
location, device type, time of day, and past behavior to provide a more personalized and
relevant experience. Contextual interaction can be achieved through various techniques such
as adaptive content, responsive design, and real-time personalization
(Time + Place + Prospect)
The experience of customers is the response to a firm’s offerings during the customer’s entire
customer journey. The responses are usually categorized in 5 types:
1. Cognitive; thinking
2. Emotional; feeling
3. Behavioural; acting
4. Sensorial; sensing
5. Social; interacting
Customers went from frictionless experiences to unmissable experiences (above standard, high
service, differentiating…)
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