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SUMMARY Digital Media - Harvard Business School Reading

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Digital Media

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Tilburg University (UVT)

This summary only covers the sections of the Harvard Business School reading which are part of the course material. This summary is written for the course “Digital Media” during the semester Fall-2022 and is an elective part of the master Marketing Management.

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Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022

SUMMARY DIGITAL MEDIA
HARVARD BUSINESS SCHOOL
READING

Demi van de Pol || Master Marketing Management || Tilburg University || 2022

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, Demi van de Pol | Summary | Digital Media | TISEM | Tilburg University | Fall-2022

CONTENT
This summary is written for the course “Digital Media” during the semester Fall-2022 and is an
elective part of the master Marketing Management. This summary only covers the sections of the
Harvard Business School reading which are part of the course material.

HBS “Digital Marketing Overview”
SECTION 1: Introduction
THE EMERGENCE OF DIGITAL MARKETING
● With the rise of e-commerce, retail shelf space is no longer the only distribution channel.
● The emergence of digital marketing has made it easy for small players to reach their target group in
a cost-effective way.
● Change in consumer behaviour: Digital technology has changed how consumers search for
information, interact with each other, and buy products and services. → Consequences for firm on
how to engage with consumers and build brands.
● Digital cookies: Track online consumer behaviour.
● Content-curation websites: Content curation is the act of finding and sharing excellent, relevant
content to your online followers. With content curation, companies deliver a wide variety of content
to their customers, keeping them engaged with well-organized and meaningful material.
Example: BuzzFeed and Reddit.
● Content-sharing websites: Content sharing is the distribution of web content across social media
networks allowing consumers to interact with the content and visit a website to learn more about a
given topic.
Example: LinkedIn, YouTube, Instagram.
● Social media technologies empower consumers to create or share content that reaches a wide
audience within a small amount of time.
● The emergence of mobile phones has enabled consumers to access the internet wherever and
whenever they want (i.e. 24/7 online).
● Digital technology has made it possible for companies to better understand their customer’s
decision-making journeys and subsequent word-of-mouth discussions about their brand and
products.
● Paid media: External marketing efforts that involve a paid placement.
Example: TV commercial or Google advertisement.
● Owned media: Any online property under the direct control of the company.
Example: Exposure to content through the company’s own website.
● Earned media: Publicity gained through promotional efforts other than advertising (paid media) or
branding (owned media). Also referred to as free media.
Example: Consumer sharing information on Twitter.
● Outbound marketing refers to the ways that firms reach out to target consumers whereas inbound
marketing refers to the ways companies ensure they can be found when consumers search for a
service or product.

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