Samenvatting
Samenvatting Digital Marketing UCLL (Leuven) - geslaagd examencijfer
- Instelling
- UC Leuven-Limburg
NOTITIES PPT (lector: Nele vande Walle) Volledige samenvatting digital marketing.
[Meer zien]Voorbeeld 4 van de 58 pagina's
Voorbeeld 4 van de 58 pagina's
In winkelwagenVerkoper
Volgen
Voorbeeld van de inhoud
InhoudsopgaveDigital marketing – Part 1 ....................................................................................................................... 2
Digital marketing – Part 2 – Social media................................................................................................ 8
Digital marketing – Part 2 – Content calendar and conversation ......................................................... 14
Digital marketing – Part 2 – Facebook .................................................................................................. 17
Part 3 – SEM 1 – Search Engine Marketing ........................................................................................... 26
Search Engine Optimization .............................................................................................................. 26
Search engine advertising – Summary .............................................................................................. 30
Part 3 – SEM 2 – Search Engine Marketing ........................................................................................... 31
Search Engine Advertising ................................................................................................................. 31
Part 4 – Advertising ............................................................................................................................... 35
Part 5 – Email Marketing ....................................................................................................................... 42
Part 6 – LinkedIn .................................................................................................................................... 48
Part 7 – Strategy .................................................................................................................................... 49
Part 8 – Measuring ................................................................................................................................ 53
Part 9 – Guest Lecture – Influencer’s marketing ................................................................................... 56
,Digital marketing – Part 1
The importance of the internet
We no longer “go” online, we live online.
➢ Connected all the time
Media consumption – USA
TV is decreasing, on the other hand you see an evolution on digital.
Who is this digital consumer?
Spending time on
➢ Shopping
➢ Streaming
➢ Chatting
➢ Information
➢ Gaming
➢ Online shopping
Information gathering and also spreading. People can easily spread information by a blog. If you’re
posting things at Facebook, you create a own brand.
Social interaction, you get to know people through apps like Facebook, Instagram, Snapchat, enz.
Online buying and selling, 63 % of the Belgian buy online. E-commerce is growing every year because
it saves time.
,What is the behavior of the digital consumer?
The digital consumer shows emotions and power. You don’t show emotions in a physical store.
The digital consumer advocates and influences.
The digital consumer cares about the opinion of others
• Reading reviews
• Following influencers
• Gathering likes
If you don’t respond to negative reviews, it could harm your business.
Example – Apple
Example – Jetblue
The digital consumer wants ultimate convenience
= Easy and fast
The information that people are looking for, has to be fast and easy to find. Humans have an average
attention span of 8 seconds.
If you go to ASOS and you go back, they should know you are a woman or a guy. It’s usual that the
site adapts to the behavior of the person, because of cookies.
, What is the impact of the digital consumer marketing?
Traditional marketing – 4 P’s
• Product
• Price
• Place
• Promotion
Thanks to the internet
• You can easily supply your customers with information
• You can interact with your customers
• You must communicate in a tailor-made way
o Example Amazon
o Cookies
• You can have a virtual home or shop
• You can gather information on customers
• The results of your marketing communication can be measured quickly and easily
Online impression = If you’re looking for something, the online company can see how many times
you looked for that product.
4 C’s of digital marketing
Product Customization/Cocreation
Price Currency
Place Communal activation
Promotion Conversation
Customization
• Personalizing products
Currency
• Easily adapt prices
o Example Amazon
o If they see you don’t buy the product, they could send a promotion so you will buy it
Communal activation
• Not physical but also online
o Example Airbnb
o Offering online platform but the consumer is the distributor
Conversation
• Standard communication tools
• Interaction
o You can have a conversation online
o If you post something online, people can react
Digital marketing is NOT meant to replace traditional marketing. Marketing 4.0 is a marketing that
combines online and offline interaction. The 4 P’s will still exist but evolving to the 4 C’s. It’s about
the evolution. (Exam question)
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper chloe97. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €16,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 73216 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen