MCB52806 Digital Food Marketing (2022)
Active recall for lectures and literature & answers to reflection questions
TOPIC 1: Digital Age
Active Recall M1:
Questions Answers
What is digital marketing? Achieving marketing objectives through applying digital media
data and technology.
Digital technologies enable both digital economy (commercial
opportunities) and digital marketing.
What is the main focus of a digital Increase brand awareness and lead generation through the
marketeer? company's digital channels.
What is lead generation? Consumer interest in something.
How is channel performance Through KPIs: Key Performance Indicators, e.g. exposure or
measured? engagement on social channels or website traffic and purchases
Explain the difference between inbound, - Outbound marketing: pushes content to the customers -
outbound and digital marketing. customers are passively receiving this information.
- Inbound marketing: pulls the customer in - customers are
proactively looking for information that fits their needs
- Digital marketing: umbrella term to describe online
marketing, regardless of being inbound or outbound > e.g.
outbound (=ads on YT), inbound (=blogs).
How can outbound and inbound Outbound marketing is mostly done via traditional media
marketing be linked to traditional and channels, such as television, radio, newspaper etc.
modern marketing? Inbound marketing is mostly done via social media, such as social
media marketing or blogs.
> As social media is growing, and thus inbound marketing is more
often used, the power is shifting more towards individuals rather
than companies.
What are 7 key changes in media Traditional > media:
,characteristics between traditional and 1. From push > pull
digital media? 2. More interactive dialogues in digital media, they allow
multidimensional interaction and long-term relationships
3. From one-to-many > one-to-some/one-to-one
communication: now segments are more personally
targeted rather than poorly targeted mass communication
4. From one-to-many > many-to-many communications:
customers can now interact with other customers
5. From lean–back > lean-forward: customers are more in
control
6. Increased communications intermediaries: traditional ads
have migrated to online
7. An integration of traditional and digital is possible more
8. Media is more ‘always on’ and real-time
What are the advantages of digital 1. Interactivity
media? Name 7. 2. Intelligence opportunities (info on customers)
3. individualisation / personalisation
4. Integration of marketing forms
5. Flexibility
6. Easily controllable
7. Always possible to edit/modify
What are the disadvantages of digital 1. Reliability on technology
media? 2. Security
3. Constant evolvement = constant learning
4. Costs can be high
What is online retail? The process that allows customers to search, select and purchase
product, services and information remotely over the internet.
Explain the omnichannel strategy. Customer communications and product distribution are supported
by a combination of digital and traditional channels at different
touch points in the buying cycle > boundaries between digital and
traditional/physical experience dissolve.
Name the other 3 channel types that 1. Single channel: traditional, one channel in which both
were introduced before omni channels. companies and customers operate
, 2. Multi channel: customers can choose what channel they
want
3. Cross channel: using both digital and physical channels at
different points in time
In what way can the challenges and Via the information and fulfilment matrix. As for information: one
opportunities in the omnichannel can look for information offline or online. Fulfilment (acquiring the
environment be depicted? / the options product) can be by pick-up or delivery.
in the omnichannel
Digital media
What are the 3 types of digital media? Owned media, paid media, earned media.
Explain type 1. Owned media: any asset owned by the company (digital or
physical)
> the channel is owned by the organisation itself, communication
messages are carried through these channels (website, social
accounts etc.)
Explain type 2. Paid media: paid placements that promote a product, website or
content
> properties owned by others that are paid to carry the
promotional message, the organisation does not own the channel
itself (ads, affiliate marketing etc).
Explain type 3. Earned media: brand-related consumer actions and conversations
> messages about the company generated by others
(experiences etc.), through editorial, comments and sharing
online.
, What is earned media also called? User generated media or user generated content.
Examples.
What are the 7 P’s in the Digital Product, Price, Place or distribution, Promotion, People, Physical
Marketing Mix? evidence and Process.
1. Product - Affect the core product: creating new business
What are 3 ways to vary a product in propositions
the online context? - Affect the actual product: changing features of the product
- Affect the extended product: additional services and
benefits built around the core and the actual product (e.g.
QR code that gives more info about a product)
2. Price - An increase in price transparency (comparison possible)
What are 2 important price-related and also a downward pressure on price.
aspects the internet has introduced? - The Internet introduces innovative pricing approaches,
such as dynamic pricing, auctions, rental, pay per use,
fees etc.
3. Place or distribution The place of purchase is now a global virtual environment, since
What has the internet meant for the new channel structures have emerged. The retailing industry
place of purchase? evolves towards an omnichannel experience. Also more electronic
partnerships, like google ads etc.
4. Promotion Modern businesses are developing more integrated (both online
How is promotion influenced by the and offline) approaches towards the use of communications tools
emergence of the internet? in order to maximise the opportunities to deliver messages to their
target audiences. The Internet can also be used at different
stages of the buying process, increasing the number of
touchpoints.
What are the service elements of the People, Physical evidence and Process.
marketing mix?
5. People (service element) A balance is created between automated online customer service
What has the internet meant for and traditional human service, such as email receipt, orders
people? status updates etc, to ensure service quality (=how an
organisation interacts with customers).
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