Samenvatting
Summary Digital marketing woordenschat en belangrijke namen
- Instelling
- Universiteit Gent (UGent)
Alle belangrijke woorden + namen samengevat. Cluster 1-3 + gastlessen (enkel woorden & namen)
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Voorbeeld van de inhoud
CLUSTER 1Woordenschat
Digital marketing Any marketing methods conducted through
electronic devices which utilize some form of a
computer. This includes online marketing
efforts conducted on the internet
Digital advertising advertising that employs digital technology
(hardware, soft-ware, and communication
technologies) in the execution of marketing
plans
Calm computing and Mark Weiser
Ubiquitous computing Computers are becoming part of our
everyday life
Era where computers are in the
backgrounds.
We are connected and living in a digital
environment.
Every technology we have on ourselves,
we are using in the background:
smartwatches, iphones, tablets…
For example the smart baby monitor
‘oyo’
Digital disruptions Major marketplace changes or sector
transformation following the application
technology.
For example: Amazon disrupted the traditional
book-selling market: ebooks
PPC Pay per click, you get paid only when they click
on the word/ site.
targeted ad Is an advertisement that is served to a specific
audience
Native advertising Is paid advertising that matches the look, feel
and function of the media it appears on
Augmented reality Augmenting or adding an extra layer to the real
world
Virtual reality It’s a digitally created virtual world (it creates a
new virtual space)
AI advertising 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
Artificial intelligence Leverages computers and machines to mimic
the problem-solving and decision-making
capabilities of the human mind
NLP Natural Languuage Processing, a type of AI that
enables computers to learn / speak human
language (for example: ChatGPT)
Marketing prediction Ability to acquire more personal
information
Marketers are better ready to interact
with consumers in a meaningful way
Chatbot A computer program, which simulates human
language with the aid of a text-based dialogue
system
AI communicates with consumers
Provide personalized service at scale
Regulatory focus People are promotion or prevention oriented.
Promotion: focus on the good stuff
Prevention: focus on what will be missed
Digital footprint Large quantity of information that may be used
as input for marketing research
Machine learning (ML) Can help understand historic information and
aid in the planning of future operations
Big data Large data sets that computers could barely
handle in the past
Volume Breadth and depth of the data
Variety Different types of data: semi structured,
structured and unstructured
Velocity Speed of data
Structured data The data we think about, that can ben
organized (SPSS with their columns)
Semi-structured data Data that is not bowned by a schedule, you can
structure it as such, it has some features that
can help to structure the data
Unstructured data Not structurable, you can’t put this in
categories/ columns (mostly fotos or videos), it
can contained meta-data
Verasity The truthfulness of the data
, Value The value of the data
Variability How can you use the data?
Echoroom You get information because you are in a
certain algorithm. People become very narrow
minded
Digital Markets Act & Digital New EU rules to create a safer and more open
Service Act (DMA & DSA) digital space
Digital services Online services, from simple websites to
internet infrastructure services and online
platforms
GDPR General Data Protection Regulation, legal
framework that sets guidelines for the
collection and processing of personal
information from individuals who live in the
European Union (EU)
CCPA California Consumer Privacy Act, state laws in
USA
COPPA Childrens Online Privacy Protection Rule, US
federal law designed to limit the collection and
use of personal information about children by
the operators of internet services and websites
(specific law for children in the US)
Customer engagement We need to involve consumers in what we are
doing. A consumer have taken a larger role in
the consumer process
B2C Business to consumer
C2C Consumer to consumer
Two-way communication The company sends a message and the public
answers back
Consumer-centric The consumer has become the center of
communication attention
Technology Acceptance Model In 1998: acceptance of technology was
(TAM) a major challenge computers were
introduced in the workplace
TAM considers positive attitude towards:
o Perceived usefulness
o Perceived ease of use
Perceived usefulness How badly is the technology going to help me
in solving a problem
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