Summary Digital Marketing Analytics Made by Lars Weernink
Digital Marketing Analytics
1. Introduction
Evert de Haan.
- Questions: Forum and each lecture a live Q&A is planned.
Today:
•Discuss what digital marketing is and how it differs from traditional marketing.
•Explain the history of computers, the internet and digital marketing.
•Discuss some current developments in digital marketing.
•Give an overview of the course and its structure.
What is digital marketing?
→ First: what is marketing?
Marketing is defined by the AMA as:
•The activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
- Activity: daily marketing actions → E.g. running a campaign, conducting marketing research
- Set of institutions (within the firm or/and outside the firm):
• Within the firm example: marketing department, branding department enz.
• Outside the firm: other organizations that take care of your advertising or consulting agency
- Process: laying out and conducting the marketing strategy.
- Nowadays it is not only about creating the best offering for the customer but also creating good
offering that can create sustainable relationships with other business partners, but also doesn’t have
an awful impact on society.
Online Marketing the AMA defines as: (can be quite a narrow explanation)
•Term referring to the Internet and e-mail-based aspects of a marketing campaign. Can incorporate
banner ads, e-mail marketing, search engine optimization, e-commerce and other tools.
Digital Marketing according to the Financial Times is:
•The marketing of products or services using digital channels to reach consumers. The key objective
is to promote brands through various forms of digital media.
•Digital marketing extends beyond internet marketing to include channels that do not require the
use of the internet. It includes mobile phones (both SMS and MMS), social media marketing, display
advertising, search engine marketing, and any other form of digital media.
- Still to narrow for nowadays digital marketing, there are many new possibilities for creating
products and services (like apps). Much easier to collect data. Same goes for communicating, more
possibilities.
(AMA = the American Marketing Association )
Own definition: Digital marketing is an extension of traditional marketing. Core of marketing is the
same.
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,Summary Digital Marketing Analytics Made by Lars Weernink
History of computers:
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,Summary Digital Marketing Analytics Made by Lars Weernink
Why does the evolution of computing go faster and faster?
One reason: Moore’s Law
•Moore’s Law states that the number of transistors in a dense integrated circuit doubles
approximately every two years (About every 1,5/2 years the speed possibility of computer chips
doubles/or the size of them can cut in half)
•Also applies to many other (digital) electronics, such as quality-adjusted microprocessor prices
(become less), memory capacity, sensors and even the number and size of pixels in digital cameras.
•Result is that the digital possibilities grow exponentially.
Examples.
Storage different media:
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, Summary Digital Marketing Analytics Made by Lars Weernink
Costs of storage decrease exponentially:
History of the internet
https://www.youtube.com/watch?v=h8K49dD52WA&feature=youtu.be&t=18s
Leuk filmpie, kijk ff als pauze tijdens het leren.
High internet penetration in the developed world:
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