Uitgebreide samenvatting van het boek Digital Marketing, Strategic Planning & Integration en bijbehorende artikelen. Te gebruiken voor het vak Digital Marketing for Networked Business voor het tweede jaar (derde module, heet module 7) van de studie International Business Administration op Universit...
Digital Marketing
Digital Marketing, Strategic Planning and Integration by Annemarie Hanlon
(purple cover) ISBN 978-1-5264-2666-6 and ISBN 978-1-5264-2667-3 (pbk)
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Mandatory readings (articles) provided by the professor(s)
,Index
- Chapter 1
- Chapter 2
- Article: How AI will define new industries
- Article: The Internet of Things
- Article: Neuromarketing: What do you need to know
- Chapter 5
- Chapter 9
- Chapter 11
- Article: The 4S web-marketing mix model. E-commerce research and applications
- Article: Influencing the online consumer’s behavior: The web experience
- Article: Foundations of social media marketing
- Article: How Facebook can be used to target millions
- Chapter 3
- Chapter 13
- Chapter 12
- Article: Networked enterprise: A new business model for global sourcing
- Chapter 14
- Article: Drivers of and barriers to networked commercialization: A business model
perspective
- Article: Brand public
- Chapter 4
- Article: What drives vitality (sharing) of online digital content? The critical role of
information, emotion, and brand prominence
- Chapter 6
- Article: In-store mobile phone use and customer shopping behavior: Evidence from
the field
,CHAPTER 1 – THE DIGITAL MARKETING LANDSCAPE
IRL = in real life
Ubiquitous computing = in the future there would be computers everywhere and we would
not notice their presence, they would just be there
Illusion of resilience = where the new tech moves in with few challenges
Robust resilience = where old tech fights back and new tech challenges, bringing about a
gradual substitution
Creative destruction = where there are few challenges to the new tech and few
opportunities for the old tech, resulting in fast substitution
Robust coexistence = where the old tech fights back and brings us alternatives and a gradual
substitution takes place
Two-step flow theory of communication = the media communication was received by the
influencer and then passed to other individuals
Limitations of the two-step flow theory of communications
1. Based on one piece of research
2. Is a simplistic binary model which assumed that this is how mass media worked
Two-step multi-step
Diffusion of innovations = based on the two-step flow of communications and explored the
conditions that increased or decreased the likelihood of product adoption
, Adopter categories
1. Innovators
2. Early adopters
3. Early majority
4. Late majority
5. Laggards
Innovators = 2.5%, active information seekers, often buying the latest gadget
Early adopters = 13.5%, opinion leaders who are happy adopting new products, seeking
information before others
Early majority = 34%, deliberate before adopting
Late majority = 34%, skeptical and nearly the last to adopt
Laggards = 16%, suspicious of inventions and only adopt when no choice
Opinion formers = formal experts, they work in this area, may be qualified or professionally
trained and have significant specialist knowledge about the subject
Opinion leaders = informal experts, who carry out research and whose knowledge is valued
amongst family, friends and followers
Micro-influencer = everyday individuals with small, dedicated followings online
Move from traditional to digital marketing tools
- Newspaper and magazine adverts online adverts, social media, PPC
- Door-to-door sales people email
- Company brochures websites
- Traditional PR online PR, blogs
- Directories like the Yellow Pages search engine marketing
- Community groups social networks
Challenge move from traditional to digital marketing tools: not all generations have made
that move
Digital native = people who have been born into a time when mobile phones, tablets and
wearables are the norm
Digital immigrants = people who have to adopt to the digital era
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