All slides as seen during the course are summarized, as are the guest speakers' lectures. The final group presentations are also summarized according to topic! prof: Dieneke Van de Sompel
,Inhoud
Cluster I:The Digital Advertising Landscape : Defining Digital Marketing ............................................... 4
Marketing (r)evolution ........................................................................................................................ 4
AR & VR ............................................................................................................................................... 4
AI advertising ....................................................................................................................................... 4
Capability to be measured .................................................................................................................. 6
Big data ............................................................................................................................................ 6
Marketing in the digital age .............................................................................................................. 7
Regulations .......................................................................................................................................... 7
Customer engagement ........................................................................................................................ 8
Willingness to accept technology .................................................................................................... 8
Cluster II: Digital marketing Strategy....................................................................................................... 9
Definition ............................................................................................................................................. 9
Strategic marketing planning ............................................................................................................ 10
Audit & Situation Analysis ................................................................................................................. 10
Internal factors: organization review .............................................................................................. 10
Customer Insights (targets) ........................................................................................................... 11
External factors: Macro-environment analysis and stakeholders .................................................. 12
External factors: Competitor review............................................................................................... 13
Strategy ............................................................................................................................................. 14
The social strategy cone ................................................................................................................ 14
Strategy models ............................................................................................................................. 14
Building the digital marketing plan ................................................................................................... 16
Overview of the strategy and objectives ........................................................................................ 16
Segmentation, targeting, positioning ............................................................................................. 16
Selecting tools, channels and tactics............................................................................................. 16
Creative offer/ message ................................................................................................................ 16
Evaluation of resources ................................................................................................................. 17
Media planning .............................................................................................................................. 17
Testing ........................................................................................................................................... 17
Cluster III: The Digital Marketing Toolbox ............................................................................................. 17
Inbound & outbound marketing ....................................................................................................... 18
Platform selection ............................................................................................................................. 18
Study Ahmadi et al. (2023) Congruency and Users’ Sharing on Social Media Platforms: A Novel
Approach for Analyzing Content. ...................................................................................................... 18
Email .................................................................................................................................................. 18
Advantages of email marketing ..................................................................................................... 18
Disadvantages of email marketing ................................................................................................ 19
1
, Planning an email campaign ......................................................................................................... 19
Website ............................................................................................................................................. 19
Podcasts............................................................................................................................................. 20
Social Media ...................................................................................................................................... 20
The Big Tech Slowdown ................................................................................................................ 20
Engagement with social media and social media advertising: The differentiating role of platform
type. ............................................................................................................................................... 20
Which social media platform .......................................................................................................... 21
The honeycomb model of social media ......................................................................................... 21
Paid vs. organic social media marketing ....................................................................................... 21
Cluster IV: SEO & analytics .................................................................................................................... 21
SEO .................................................................................................................................................... 21
Q&A ............................................................................................................................................... 24
Google Search Console ................................................................................................................ 25
Analytics ............................................................................................................................................ 25
Google ads, google tag manager & google my business ................................................................... 27
Google ads .................................................................................................................................... 27
Google Tag Manager ..................................................................................................................... 27
Google My Business ...................................................................................................................... 28
Cluster V: (ethics in) E-commerce ......................................................................................................... 28
Becom ................................................................................................................................................ 28
Merkado ............................................................................................................................................ 29
Bol ...................................................................................................................................................... 30
Cluster VI: Influencer marketing ........................................................................................................... 31
Virtual influencer marketing ............................................................................................................. 31
INFLUO UGent ................................................................................................................................... 31
Influencer marketing ...................................................................................................................... 32
Media- en innovatieweek ...................................................................................................................... 32
AI en ethiek in marketing .................................................................................................................. 32
Presentations......................................................................................................................................... 32
Virtual influencers ............................................................................................................................. 32
VR ...................................................................................................................................................... 33
AI personalized video advertising ..................................................................................................... 33
Computer – generated imagery (CGI) ............................................................................................... 34
Native advertising.............................................................................................................................. 34
AI – generated chatbot...................................................................................................................... 35
Deep fakes ......................................................................................................................................... 35
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller srhvndmm. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.60. You're not tied to anything after your purchase.
