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Digital Persuasive Communication- Samenvatting - 15/20

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Universiteit Gent (UGent)

Dit document biedt een gedetailleerde samenvatting van de cursus Digital Persuasive Communication, masterjaar communicatie. Het volgt de opbouw van de colleges en bevat kernconcepten, inhoud dia's, aanvullende uitleg én een overzicht van de gastlessen.

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Publié le 22 décembre 2024
Nombre de pages 155
Écrit en 2024/2025
Type Resume

communicatiewetenschap
communicatiewetenschappen
digital persuasive communication
k001438a digital persuasive communication
digitale persuasieve communicatie

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DIGITAL PERSUASIVE COMMUNICATION
Teaching goals:

“The aim of the course is to enable students to develop a strategic vision on the development, planning and
implementation of digital persuasive (marketing) communication from a theoretical and academic framework. The
course elaborates on how this strategic vision can be expressed and provides practical insights to implement this
strategy.”.

Provide a roadmap to digital marketing:

• From digital marketing strategy and planning
To digital operations and tools
To analytics, metrics and evaluation

• Focus on communication/advertising-side

• Selection of prominent topics

Periodic (60%)

• Closed book written exam

• Assessing insights in theories, strategies, tools and tactics used in digital marketing, as well as critical
reflections and applications of theoretical frameworks on recent issues within the field

1

,CLUSTER 1 – DIGITAL ADVERTISING
LANDSCAPE
1. DEFINING DIGITAL MARKETING

Definition: “Any marketing methods conducted through electronic devices which utilize some form of a computer.
This includes online marketing efforts conducted on the internet.”

… advertising that employs digital technology (hardware, soft-ware, and communication technologies) in the
execution of marketing plans (Boddu et al., 2022).

It has revolutionized how brands interact with consumers, offering precise targeting, measurable results, and the
ability to reach global audiences.

- Ad spending on dig advertising has surpassed traditional ad spending

Evolution:

• Traditional Media: TV, radio, print ads still have a place but are limited in reach and targeting capabilities
• Digital Revolution: The rise of the internet has dramatically shifted ad spending towards digital due to its
flexibility, measurable impact, and reach.
- Dig adv you can send out the message u want to send out , To the person u want and when u want
– personalize message

WHY DIGITAL ADVERTISING MATTERS

why did it expand that much in recent years and why it matters

Key Advantages:

• Precise Targeting: Advertisers can use detailed user data to craft personalized ads.
• Interactive & engaging: Digital ads allow for real-time user interaction (e.g., comments, clicks, shares).
• Data-Driven: Instant feedback through analytics, leading to higher ROI. > measurable results
immediate feedback on how campaign is performing
• Cost-effectiveness: Compared to traditional media, digital ads are scalable, making them accessible to
businesses of all sizes. (less costs than traditional media )

2

,EVOLUTION OF DIGITAL MARKETING
“In the future, there will be computers everywhere and we will not notice their presence. They will just be there,
seamlessly integrated into the world at large” (quote)

Concept of “calm computing” and “ubiquitous computing”

Ubiquitous = pervasive computing
computing
= a concept that refers to a world where technology seamlessly integrates into our
environment and everyday objects making it invisible to users

= informs, interacts without being intrusive

Ubiquitous computing, also known as "pervasive computing," describes a scenario
where computing is integrated into everyday objects and environments. These smart
devices communicate with each other and provide services invisibly and effortlessly,
making computing available everywhere at any time, without needing direct human
interaction. -> A smart home = without being intrusive

they help us navigate life such as ways, smartwatch – you dont have to have your
focus on it to be informed by it. It helps in everyday life but we dont have to give our
full attention. It informs and interacts but not intrusive. Earlier you had to search for
the information in books

Calm computing Calm computing refers to technology that operates quietly in the background,
minimizing user distractions. The goal is to create devices and systems that
seamlessly integrate into daily life, requiring minimal conscious attention from users,
allowing them to focus on tasks without being overwhelmed by constant notifications
or interactions.

Internet of things refers to a network of physical devices, vehicles, appliances, and other physical
(IoT) objects that are embedded with sensors, software, and network connectivity,
allowing them to collect and share data. These devices can collect and share data,
communicate with each other, and be controlled remotely, making daily tasks easier
and more automated.

very closely related to IOT. IOT: intgeration of computers in our life BUT refering to a
networkEnhanced computing in everyday life, …

Digital disruption = major marketplace changes or sector transformation following the application of
technology

Examples:

• 1995: Amazon disrupted the traditional book-selling market

• 1997: Netflix disrupted the traditional video-hire market

• 2008: Airbnb disrupted the accommodation sector

• 2009: Uber disrupted taxi services

3

, already had streaming services but netflix disrupted it. Digital disruption is a
characteristic of evolution of dig adv?

RESHAPING FINANCING MODELS/AD SYSTEM CONTENT PLATFORMS (E.G., STREAMING
SERVICES, PODCASTING)

“A cheaper, ad-supported Netflix tier”

- as the company tries to stem the loss of more than 1 million
subscribers in 2022.

2. DIGITAL MARKETING THROUGH TIME

Deep dive in these evolutions:

1970: Email Marketing (also the birth of SPAM)

1994: First clickable display ad

1997: Pop-up ads

2000s: The rise of Search advertising & programmatic advertising (Search engines). Introducing the pay for
placement (P4P) and introducing the pay-per-click (PPC) advertising models. Introduction Google
Adwords/Google Ads

2010+:Native advertising: Is paid advertising that matches the look, feel, and function of the media it appears on.
The use of paid ads that fit seamlessly

Social media ads: integrated, interactive, personalized, new goals à

influencer marketing
4

, 1970’s • First unsolicited bulk commercial email by Gary Thuerk (marketing
Emailmarketing representative for Digital Equipment Corporation (DEC), a major
American computer company

• “On May 3, 1978, Thuerk composed an email advertising an open house
for DEC's latest computer systems and sent it to 393 recipients. The
message was addressed to every user with an ARPANET account on the
West Coast of the United States, an unprecedented move that shocked
the community.

• Response to Thuerk's email was … negative BUT The open house
generated a significant amount of interest, with attendees purchasing
more than $12 million worth of computer equipment,

they didnt really liked it, ppl were negative about it however it worked

• => The birth of SPAM
https://yourstory.com/2023/05/origin-email-spam-digital-
communication

First clickable “First (claimed) clickable web ad was a banner advertisement for AT&T on
display ad 1994 HotWired.com in 1994”→ 44% CTR

“Part of AT&T’s larger “You Will” campaign, which included a series of television
commercials featuring predicted scenes from an internet-enabled future—in
many cases quite accurately.”

First web ad u will campaign – futuristic but very integrated today and our reality today
1994
Chain reaction in advertising industry – advertising online was possible

1997 – Pop-up pop up ads following the banner ads
ads

2000s - The Rise • Search engine marketing (SEM)
of Search
Advertising • Introducing the pay for placement (P4P) and introducing the pay-per-click
& Programmatic (PPC) advertising models
Advertising • Introduction Google Adwords/Google Ads (zie onder)

- Google wanted to create a sponsored search experience that
generated revenue without compromising the quality and
relevancy of search results.
- Creation of quality score: determines placement of ad in
combination with bidding
- Quality score is still used today

Google score doesnt say what quality score is – calculation that they are not that
transparant about ………. also the rise of search advertising

Pay a standard price VS Adv pay per time the consumer clicks on their ad, they
dont pay certain price but per times adv is clicked

5

, Business model lasted untill this day

Google wanted to create a sponsored search experience that allowed for
advertisers to advertiwe but that did not compromise the search results bc
sometimes with f.ex bing u had ads on top that were not really relevant to your
search, so it still allowed to advertise but stayed relevant

2010+ Native • … is paid advertising that matches the look, feel, and function of the
advertising media it appears on (Definition Native Advertising Institute)

• … the use of paid ads that fit seamlessly into the media where they
appear. They blend in to match the content so that they don’t disrupt the
viewer’s experience. In this way, advertisers can post content that hooks
viewers’ attention by not being an obvious ad (Hubspot, 2023)

look and feel of
regular advertisig

2010+ Social • some tweets are sponsored but arent that noticeable
media ads

Characteristics

• Integrated

• Interactive

• Personalised

• New goals

GOOGLE AD

6

, • Google Ads: An online advertising platform developed by Google, allowing businesses to create ads that
appear on Google’s search engine results pages and other Google properties. It primarily uses a pay-per-
click (PPC) model.
• Organic Search Results: Listings on search engine results pages that appear because of their relevance
to the search query, rather than being paid for. These are typically achieved through Search Engine
Optimization (SEO).
• Paid Ads: Advertisements that businesses pay for to appear in search engine results or on websites. In
Google Ads, these typically appear at the top of the search results page above organic listings.
• Conversion: The completion of a desired action by a user after interacting with an ad, such as making a
purchase, signing up for a newsletter, or downloading a file.
• PPC (Pay-Per-Click): An advertising model where advertisers pay a fee each time their ad is clicked.
Google Ads operates on this model, allowing businesses to bid on keywords to display their ads.
• CTR (Click-Through Rate): A metric that measures the percentage of users who click on an ad after
seeing it. It is calculated by dividing the number of clicks by the number of impressions (views) and is
expressed as a percentage. A higher CTR typically indicates more effective ads.
• (Longtail) Keywords: Longtail keywords are longer and more specific phrases that target a niche
audience. They usually have lower search volumes but can result in higher conversion rates due to their
specificity.
• Funnel (Trickle Down Effect): In marketing, the funnel refers to the journey that a potential customer
goes through from awareness to conversion. The trickle-down effect suggests that as potential customers
move down the funnel, a smaller percentage will convert, thus emphasizing the importance of targeting at
different stages of the customer journey.
• Ad Testing: A feature in Google Ads that allows advertisers to experiment with different ad messages and
formats to determine which versions perform best. Testing can help improve CTR and conversion rates
• Hypertargeted Ads: Ads that are highly specific and tailored to a particular audience segment based on
detailed targeting options, including demographics, location, device, and user behavior.

(HYPER-) TARGETTED ADS & PROGRAMMATIC ADVERTISING
right message reaches right person at right time

TARGETTED ADS IN SOCIAL MEDIA
targeted ads have even more evolved in last years – made it very easy to buy the product – very easy to go to shop
and buy it. Hyperpersonlized and very easy to go through whole buying process

PROGRAMMATIC ADVERTISING
Supply Side Platform (SSP): is a technology that helps publishers manage and sell their advertising space by
connecting them to multiple advertisers and ad exchanges, maximizing their revenue through real-time bidding.
(add exchange)

Demand Side Platform (DSP) is a technology that allows advertisers to buy digital advertising space across
various platforms automatically, using real-time bidding to target specific audiences effectively. (media platform
used to issue digital campagns by companies)

INFLUENCER MARKETING

7

,followers see influencers as their friends and therefore trust them

3. RECENT EVOLUTIONS

sth pops up everyday

Some trends are just hypes

Hype or revolution?

GARTNER HYPE CYCLE

AR & VR

AR : is a technology that overlays digital information—such as images, sounds, or text—onto the real world
through devices like smartphones, tablets, or AR glasses. This creates an interactive experience where users can
see and interact with virtual objects in their real environment.

VR: is a technology that creates a fully immersive digital environment, allowing users to experience and interact
with a simulated world through devices like VR headsets. In VR, users are completely immersed in a 3D
environment, often experiencing sights and sounds that mimic real-life experiences.

➔ Both are used a lot in advertising

AUGMENTED REALITY IN ADVERTISING
f.ex: burger king has used AR a lot in advertising: works bc fun and interactive

f.ex ikea:

VIRTUAL REALITY IN ADVERTISING
f.Ex : use of VR to simulate how it is to climb a mountain , f.ex: dovy keukens – put on glasses and walk through
kitchen and how it would look in real life f.ex: in store VR VR en AR have been around but are expensive to put
up as a campaign

AI

8

, AI: Artificial Intelligence refers to the simulation of human intelligence in machines, enabling them to perform
tasks like decision-making, speech recognition, and visual perception.

What is AI Advertising?

Rodgers (2021) defined AI advertising as “brand communication that uses a range of machine functions that learn
to carry out tasks with intent to persuade with input by humans, machines, or both”

ex AI: deepmind: videogames be played by humans….

AI IN DIGITAL ADVERTISING
AI-enabled advertising spending worldwide in 2022 was estimated to be $370 billion.

Predictions of $1.3 trillion in the next ten years (Statista Citation2023).

Examples?

• Speech recognition
• Semantic search
• Machine learning (ML): focuses on the using data and algorithms to enable AI to imitate the way that
humans learn, gradually improving its accuracy
• Deep learning: uses multilayered neural networks, called deep neural networks, to simulate the complex
decision-making power of the human brain
• Natural language processing (NLP): enables computers to comprehend, generate, and manipulate human
language

AI IN DIGITAL MARKETING

4 EXAMPLES
9

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