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Samenvatting - Digital marketing essentials
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Engelse samenvatting voor het vak digital marketing essentials
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Samenvatting Digital marketing Essentials:Chapter 1: Digital culture and marketing:
1. The world has changed :
1.1. The world has changed:
- The era before the Internet:
o Buy what is available or recommended by a sales guy
o You rely on information brought through advertising
o Buy a product recommended by friends
- The era with the Internet:
o Consumers get informed through the Internet on alternative and compare
from the lazy chair.
o Consumers ask a friend through social media
o Consumers their less important purchases can be influenced through
traditional marketing or POS.
- For example: If you need a new washing machine,
o Before the Internet you asked to the sales guy which machine is the best.
o With the Internet we are looking online which machine is the best. Also
we are buying it online.
- Welcome to the new normal!
o Where consumers are constantly connected and ‘always on’ is their
default setting.
o Where we are accelerating towards the new singularity: a tipping point
where the storing of a consumer’s life information will be in a single
portable digital device.
o Where we are moving towards a culture where information about most
things becomes freely available.
o Where personalization via devices and applications will continue to
quickly grow.
1.2. What is digital culture?
- “Digital culture is a general term for describing how technology and the Internet
are shaping the way that we interact as humans. It’s the way that we behave,
think and communicate within society”
- It is shaped by the emergence and use of digital technologies.
1.3. What is digital transformation?
- “A fundamentally changed view of customer experience, business models and
processes. The goal is to find new ways to digitally deliver value, generate
revenue and improve efficiency”
- Digitization: convert information and documents from analogue to digital formats.
- Digitalization: integrate digital technologies into existing business processes.
o Covid-19 and digitalization: the great acceleration:
ARTICLE
1.4. What is digital marketing?
- The explosion of digital communication channels and smart devices ha sled us all
into a new world!
- Digital marketing is not about technology, it is about people! (Technology is meant
to communicate with the people)
- “Digital marketing is a general term for any the effort by a company to connect
with consumers through electronic technology, including email, geolocation and
mobile marketing, social media, online customer communities, webinars and other
video-based content”
- It is all about having a conversation instead of just talking with consumers!
- As a firm, you must go the digital marketing route! Why?
o There are more people online that you can convince through advertising
o To reach more people
1
, o Cost sensitivity: digital advertising is more cost effective because it’s very
cheap and it’s a lot easer to see the return (responds of the people)
o Time sensitivity: you can very easily delated and change you advertising if
it’s online (big advanced)
o I go learn about the things that I send out to the people
- Statements: true or fault:
o “Digital marketing is only for big business” agree that’s not to the case
o “We need to be on every platform to not miss out” we don’t need to be
on every platform (over information kills)
o “We need an app just because we need one” no, if it’s necessary and if
it’s useful (for example loyalty card)
o “E-mail marketing is dead, is spam” people still buying things though
email (for example a discount that you get though you email)
- On which channel get people my advertising:
TV Computer GSM Tablet
Everyman Sage Lover Wizard
-Tap into my -Give me a -Help me fit in -Interact
emotions challenge – let me -Keep me on top seamlessly
-Help me relax compete of my life -Enhance
-Don’t make work -Teach me -Surprise me flexibility
too hard something -Help me make -Curate life
-Entertain me -Help me become the most of myself -Provoke action
what I can be - Make me feel -Enable
-Advertisement -Let me show you like I belong competence
and product what I’ve learned -Must know my -Provide
placement -Give me perfectly experience
something that
makes me look -Advertisement,
good product
-Let me placement and to
participate & look things up
contribute
-Advertisement, to
look things up
- How would consumers use the various screens for news consumption and search
for information?
Via which tactics would you as a marketeer use the various screens to let people
buy your product or service?
1.5. Is traditional marketing dead?
- Think back to your course Marketing 101: How would you …
Use the 4 P’s? (Product (digital product), Place (where is the product ordered (fb
marketplace), Price (coupon codes that are only viable in the web shop, you don’t
need a physical store any more) and Promotion(traditional marketing and digital
marketing (fb advertising))
2
, Use the growth strategies of Ansof?
= it’s about marketing development (I can do something with my product or I can
do something with the market.)
o If you want to grow you have two ways you can do something with your
product our you do something with the market.
o The colour is different because it’s having to do with the difficulty grade:
Red: you need to have guts to place a new product on the market
Yellow: not difficult but also not easy
Green: saved because you know the market
Chapter 2:Digital marketing audit:
Question:
Where are you compared to the rest of the market?
You need transform data to information and you need to take this information to develop
your market.
The situation analysis:
Hard factors Soft factors
= Things that can be defined! = a lot harder to describe and pin down!
Examples: Examples:
-Facts, numbers -Level of marketing maturity
-Processes, organizational structures -Overall sentiment of the brand
-Emerging digital trends
1. Marketing and brand audit:
1.1. Maturity assessment:
- 7 S-frameworks from Makenzie:
3
, o All circles are equal
o To diagnose business failures
- Hard factors:
o Strategy:
Set of actions in response or anticipation of changes in the
external environment
To defend or to improve current
position!
Defend of improve your position
o Structure:
Digital marketing activities
integrated and coordinated?
Spreads across departments?
Formal or informal organisation?
Geographical or organised?
The structure follow a strategy?
The structure is linked by the
other 5 elements so we can say
that structure only follows the
strategy
o Systems:
What are the company’s formal
procedures for digital marketing
budget? Resource allocation?
What programs is the company using?
Which progress do they use?
- Soft factors:
o Skills:
Weeding out old skills
Which can be useful for digital?
How many people can an manager lead?
o Staff:
Both hard & soft issues
Human capital
Providing training, are you allowing your staff to follow the training
o Style:
How are things managed? To they managed when they walking
around
o Shared values:
How mature is the organisation?
- Maturity levels:
o Novice: most basic level
o Beginner: they are a little bit more
skilled
o Mature: more advanced technology.
You are using different kinds of beat.
o Advanced: professional in digital
marketing
1.2. The technology:
- = always the first question: which software do you use?
- = grouping of technologies that marketers use to conduct and improve their
marketing activities
- Focus Is to make complex processes more simple and measure the impact of
activities
(Software programmes to work with digital marketing. Processes more simple and
to see the activities)
4
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