*GESLAAGD IN EERSTE ZIT!* Samenvatting van slides en les. Daarnaast extra informatie over bepaalde belangrijke concepten en afbeeldingen die het lesmateriaal verduidelijken. Geslaagd met onderscheiding!
Digitale
marketingindus
trieën
2023-2024 - prof. Gaëlle Ouvrien
,Digitale Marketingindustrieën
1 Examen info.........................................................................................................................................4
2 Introductie – Global Marketing Trends 2023.......................................................................................4
2.1 Vier trends in marketing...............................................................................................................4
2.2 Huidige marketing communicatielandschap.................................................................................5
2.3 Awards..........................................................................................................................................7
2.4 Wie doet wat?..............................................................................................................................7
3 Sociaal economisch perspectief...........................................................................................................7
3.1 Veranderend digitaal landschap...................................................................................................7
3.2 Digital marketing landscape – Van dijck.......................................................................................8
Voorbeeld Apple muziek en transformatie van de muziekindustrie...............................................8
Actor-network theory (ANT)...........................................................................................................8
Political economy approach............................................................................................................9
Combinatie beide benaderingen = multi-layered model..............................................................10
3.3 Multi-layered model Van Dijck...................................................................................................10
1/ Technologie..............................................................................................................................10
2/ User & Usage (gebruiker).........................................................................................................11
3/ Content....................................................................................................................................11
4/ Ownership................................................................................................................................12
5/ Governance..............................................................................................................................12
6/ Business models.......................................................................................................................12
3.4 Digitalisatie en dataficatie..........................................................................................................13
Belang van data (dataficatie)........................................................................................................13
Proces dataficatie.........................................................................................................................13
De waarde van data......................................................................................................................14
4 Marketingonderzoek.........................................................................................................................14
4.1 Impact digitaal op marketing onderzoek....................................................................................14
Twee grote ontwikkelingen..........................................................................................................14
4.2 The Like Economy.......................................................................................................................16
WEB 1.0........................................................................................................................................16
WEB 2.0........................................................................................................................................16
Like Economy................................................................................................................................16
WEB 3.0........................................................................................................................................19
Gevolgen.......................................................................................................................................19
5 Marketingcommunicatie...................................................................................................................23
5.1 Geschiedenis mediaeffecten onderzoek.....................................................................................24
1
, 5.2 Impact digitale betrokkenheid marketingcommunicatie............................................................24
2 grote veranderingen..................................................................................................................25
5.3 Online advertising industry.........................................................................................................25
Online advertising strategy...........................................................................................................25
Evolutie online advertising...........................................................................................................26
Online vs offline advertising.........................................................................................................26
5.4 Huidige trends in online advertising...........................................................................................29
Soorten digitale marketing communicatie....................................................................................29
5.5 Nieuwe trend: influencer marketing...........................................................................................30
Hoe vind je de juiste influencer?..................................................................................................30
Wat met het interactieve publiek?...............................................................................................30
Implicaties voor marketing...........................................................................................................30
PSI potential..................................................................................................................................31
Conclusie e-marketing..................................................................................................................31
6 Mediakanalen en online platformen.................................................................................................32
6.1 Platform mechanismen...............................................................................................................32
Kenmerken of digital media..........................................................................................................32
Sociale media als tool voor activisme...........................................................................................33
6.2 Platform society..........................................................................................................................33
Drie mechanismen........................................................................................................................34
6.3 Wie is hier verantwoordelijk.......................................................................................................37
Digital Services Act........................................................................................................................37
Adverteerders als moderatoren...................................................................................................37
6.4 Media channels as digital platform.............................................................................................37
Case: Facebook.............................................................................................................................38
Conclusie......................................................................................................................................40
7 Consumentenperspectief..................................................................................................................40
7.1 User agency................................................................................................................................40
De actieve consument: een dubbel verhaal..................................................................................40
7.2 User commodity types................................................................................................................40
Populariteit in online gaming........................................................................................................41
Evolutie in gaming industrie.........................................................................................................41
Economie achter de games...........................................................................................................41
8 Masterclasses....................................................................................................................................42
8.1 Rikkert van Loo – Ads & Data......................................................................................................42
Ads & data....................................................................................................................................42
2
, Veranderend mediagebruik..........................................................................................................42
Tv wordt total video.....................................................................................................................43
Data het nieuwe goud?.................................................................................................................43
8.2 Frank Wertelaers – Telenet........................................................................................................45
8.3 Frédéric Palella – Semetis...........................................................................................................46
8.4 Dax Vercauteren – Adform.........................................................................................................47
8.5 Influo – Influencer Marketing.....................................................................................................48
8.6 Konrad Rudnicki – Neuromarketing............................................................................................50
8.7 Luc Ouvrien.................................................................................................................................52
9 Debatten............................................................................................................................................54
9.1 Case 1: Cancel culture, wanneer je merk of product gecanceld wordt.......................................54
9.2 Case 2: AI in influencer marketing: virtual influencers, ChatGPT in advertising..........................54
9.3 Case 3: Bemiddeling/verwijdering content door social media platformen.................................54
9.4 Case 4: Inclusiviteit in online advertising....................................................................................55
9.5 Case 5: Advertising in games en e-sports....................................................................................55
3
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 Ruptrs. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €10,46. Je zit daarna nergens aan vast.
