Knowledge clip 1.1 (Digital Age)
Digital marketing: achieving marketing objectives through applying digital media data and
technology.
Digital content and marketing is so common now that consumers expect and rely on it as a way to
learn about brands
What does a digital marketer do?
- Main focus: brand awareness and lead generation (i.e. consumer interest) through
company's digital channels
o Both free and paid
▪ E.g. social media, company's website, search engine rankings, email, display
advertising, company's blog
▪ Starting campaigns, track and measure them
- Each channel will have different Key Performance Indicators (KPIs) to measure their
performance
o Bijv. Social media: how many likes, exposure (followers)
o Website: how many people visit the website, purchased a product, signed up for the
newsletter
Outbound marketing pushes content to the customers, who are passive recipients (e.g. direct mail,
radio ads, telemarketing)
Inbound marketing pulls the customer in. Creates and distributes relevant and valuable content that
the customers want. The consumer is proactive in seeking out information for their needs (e.g.,
social media, videos, podcasts)
Digital marketing is an umbrella term to describe any online marketing tactics, regardless of being
inbound or outbound.
- Outbound: ads on YouTube
- Inbound: blogs
,Key changes in the media characteristics between traditional and digital media:
1. From push to pull
2. Interactive dialogues
3. From one-to-many to one-to-some and one-to-one
4. From one-to-many to many-to-many communications (customers interact with each other)
5. From lean-back to lean-forward (the customer wants to be in control)
6. Increase in communication intermediaries (not only traditional communication channels but
also online channels)
7. Integration (combine both digital and traditional)
8. Always-on and real-time
,Editing (you can still modify while the digital campaign is running)
Online retail: the process that allows the customers to search, select and purchase the products,
services and information remotely over the internet.
Market moving towards more and more online
Driver of growth: use of smartphones and tablet computers (customers), greater merchandise
selection online and new business models (companies)
Omnichannel strategy: customer communications and product distribution are supported by a
combination of digital and traditional channels at different points in the buying cycle (‘path to
purchase', customer journey)
Omnichannel: there is a blurry line between digital and traditional channels. For example, you
reserve a book online, pick it up in the store and you get the receipt by e-mail. Both channels are
fully mixed
, The information and fulfilment matrix
- This omnichannel environment presents new challenges and opportunities for both
information and product fulfilment.
o Information delivery: they use both online and offline retail channels readily
▪ They can visit stores to obtain information
▪ They can seek information online
o Fulfilment (product delivery)
▪ Visit a store to pick up items
▪ Products are delivered
