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Digital & social media strategies notes
This document contains all lectures from the course digital & social media strategies. Everything is explained in detail and it is fully complete.
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Digital and social media strategies examDigital and Social Media strategies hoorcollege 1
The digital transformation
We look at the digital transformation from a technological innovation.
Web 1.0: focusing a lot on your own content. This is how we started.
Web 2.0: there is more social and sharing.
Web 3.0: focus is more on individual livestreaming.
Web 4.0: about artificial intelligence. Sharing information in a cloud. Chat bots.
The evolution of digital businesses
In 1994: Amazon online retailer
1998: google search engine
1999: Alibaba online marketplace
2003: Skype; peer-to-peer internet telephony.
2004: Facebook; social media network
2005: Youtube; video sharing and rating
2007: Iphone
2008: Groupon
2009: Kickstarter; crowdfunding
2009: Whatsapp; messaging apps’
2010: streaming; gaining momentum
2011: Snapchat; messaging, images & messages deleted after a set timing.
2014: Uber
2015: Cloud; blockchain etc
2017: AI; chatbots
Digital marketing platforms.
1. Desktop, laptop and notebook platforms.
Desktop browser based, like google chrome for example.
Desktop apps, like windows store
Email platforms, like Gmail.
Video marketing platforms, like Vimeo
Feed based and API data exchange platforms, like RSS
2. Mobile phone and tables platforms
Mobile operating systems and browsers, like
Difference between mobile platforms and desktop platforms: Location. You can use your mobile
everywhere.
Other hardware platforms:
- Gaming platforms, like PlayStation
- Indoor and outdoor kiosk-type apps, like Sephora virtual artist
- Interactive signage, like
,Major social networks, such as LinkedIn can also be called platforms. Or sometimes known as
ecosystems.
Different types of media channels
Categorizing media channels into three main types
Paid media: so the firm pays for its advertisements. Examples are in the photo.
Earned media: the publicity is being generated through PR or brand awareness. It can be positive or
negative. Which the firm to some extend has no control over.
Owned media: the blogs or social media channels that the firm owns.
,Definition of Digital and Social Media Strategies: identifying, anticipating and satisfying customer
requirements profitably through applying digital technologies and media.
- Identifying: apply digital marketing tools for marketing research to uncover customers’ needs
and wants.
- Anticipating: utilize digital marketing platforms as an additional channel by which customers
can access information and make purchases which can, in turn, assist the firm in better
allocation of digital resources.
How can you predict what your customer needs.
- Satisfying: achieving customer satisfaction through digital marketing tools.
- Efficiently (Profitably): increasing customer’s lifetime value (CLV) using digital marketing
tools.
Adapting to the digital transformation: how can you transform your marketing strategies to be more
digital rather than traditional.
Outlining the types of online presence:
1. Transactional e-commerce sites; amazon.com
2. Services-oriented relationship building or lead-generation websites; PWC
3. Brand-building sites; Heineken
4. Portal or media sites; TripAdvisor (allow people to leave reviews etc)
5. Social network or community sites; linked in
The benefits of DSMS:
1. Grow sales: through wider distribution, promotion and sales
2. Add value: give customers extra benefits online
3. Get closer to customers: by tracking them, asking questions, creating dialogues, learning
about them
4. Save costs so as to increase profits: of service, promotions, sales transactions and
administration, print and posit
5. Extend the brand online: reinforce brand values in using a digital platform.
, The challenges of DSMS:
1. Coordination complexity within the firm: unclear responsibilities, department that tracks
website is not in charge of conversion yet objective of tracking is to increase sales.
2. Monitoring competitors’ actions: strategies that are easily implemented can be easily copied
too.
3. Adapting to constant changes in digital marketing platforms and technological developments
4. High costs: in competitive categories, costs can be high
5. Budget wastage: banned blindness. Low engagement with audience in social networks.
Examples of DSMS:
1. Align with business and marketing strategy. so for example moving from online to offline
business.
2. Use clear objectives with regard to online contribution. (based on econometric models).
Example: AlbertHeijn % sales generated online only 5%, but potential growth 30%
3. Verify which types of customers can be attracted through which channels.
4. Define a compelling and different value proposition – benefits or value a brand offers to
customers – for each channel to communicate effectively.
5. Specify online and offline marketing mix
6. Support customer journey through the buying process.
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