Digital Marketing Summary, Article Summaries and EXAM QUESTIONS WITH ANSWERS
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Vak
Digital Marketing and Metrics (E_EBE3_DMM)
Instelling
Vrije Universiteit Amsterdam (VU)
This is an extensive summary of Digital Marketing with extra notes to help you understand it better, exam questions with answers and summaries with PERUSALL questions and answers of the articles. Good luck! ;)
Individual exam: 70%, open and multiple choice > knowledge, insight, and
application of material discussed throughout the course
How to study the papers:
- The questions asked in Perusall.
- Papers in Perusall are more important
- It’s listed which pages of each paper to read/skip/skim
- Focus on what is discussed about the papers during the actual
lecture.
- Explaining key results/insights, not memorizing but understanding
the context of the results, explaining concepts/terms and giving
examples that are introduced in the papers.
Individual assignment: 5%
Group assignments: 25%
Table of Contents
Lecture 1 .......................................................................................................................... 3
Customer Journeys: Paper focus: Herhausen et al. (2019) .......................................................... 5
Lecture 2 ........................................................................................................................ 10
Digital Marketing and Customer Journey ................................................................................ 10
, Digital transformation of retail paper focus: Reinartz etl al. (2019) .......................................... 14
The rise of digital platforms .................................................................................................... 16
Lecture 3 ........................................................................................................................ 19
From search to purchase ........................................................................................................ 19
Display ads ............................................................................................................................ 23
Bleier et al. (2015) .................................................................................................................. 24
Paper focus: De Haan et al. (2016) .......................................................................................... 26
Lecture 4 ........................................................................................................................ 30
Terms and auction.................................................................................................................. 30
Social Media .......................................................................................................................... 31
Paper focus: Liadele et al. (2022) ............................................................................................ 33
The impact of visual content in social media posts .................................................................. 38
Results Riedvelt et al (2020) ................................................................................................... 40
Lecture 5 Guest lecture Timothy: ..................................................................................... 41
Lecture 6 ........................................................................................................................ 42
Paper focus: Wang et al. (2021) .............................................................................................. 45
Findings wang et al (2021) ...................................................................................................... 49
Online metrics on the path-to-purchase: Srinivasan et al. (2016) ............................................. 50
Lecture 7 ........................................................................................................................ 53
Hanssens & Pauwels (2016) Metrics, models and communication............................................ 53
Data and methods of analysis in digital marketing .................................................................. 54
Communicating digital marketing value .................................................................................. 60
Lecture 8 ........................................................................................................................ 65
Rosario et al. (2020) ............................................................................................................... 66
E-WOM and Metrics ............................................................................................................... 69
Babic-Rosario et al. (2016) ...................................................................................................... 69
Lecture 9 ........................................................................................................................ 74
Influencer marketing .............................................................................................................. 74
(Partly) Leung et al. (2022) ..................................................................................................... 74
Hughes et al. (2019) ............................................................................................................... 76
Wies et al. (2023) ................................................................................................................... 79
Lecture 10 ...................................................................................................................... 83
Virality................................................................................................................................... 83
What and why we share ......................................................................................................... 84
Akpinar & Verger (2017) How to create valuably virality? ........................................................ 85
Lecture 1
Digital marketing is an…
adaptive and technology-enabled PROCESS by which firms collaborate
with customers and partners to create, communicate, deliver, and sustain
value for all stakeholders.
The impact of digital technologies is reflected in:
• More information channels and ways to interact
• More personalization of advertising
• Changing buying patterns and consumer needs
• The rise of digital platforms
• Increasing competition
• Increasing marketing expenditures and need for accountability
Good metrics inform good management.
In a customer journey analysis, firms focus on how customers interact
with multiple touch points, moving from consideration, search, and
purchase, to post- purchase, consumption, and future
engagement or repurchase.
, Touchpoints and channels (Herhausen)
Touchpoints – Alternative classifications
Owned: things the brand owns/controls (so not paid google ads as the
brand doesn’t own google)
The zero moment of truth (ZMOTH)
Zero-moments: critical touchpoint! Moment in which a consumer
researches a product online before purchase: in between seeing a
marketing stimulus and point of sale (usually to get more information, look
for discounts, compare brands etc.)
➢ Second moment of truth: when the consumer purchases a product
and experiences it. Will determine the consumer’s brand perception
and future buying decisions
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