Digital marketing summary/notes by Tim Smits and Yara Qutteina
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Course
Digital Marketing (BKULS0F11B)
Institution
Katholieke Universiteit Leuven (KU Leuven)
Hello, in this document you will find all the subject matter for digital marketing: from the slides + lesson notes, and there is sometimes clarification of the articles (each time in green letters). Since the exam is an open book, I find it practical to find just about all the subject matter in one...
Changes rapidly no use in learning an Instagram campaign now
Different type of course & exam !!
Materials are important: read more : no need to study them all (he’ll
announce importance)
Bring your own device exam + open book! anything except communication is
allowed
But don’t be fooled by that know where to find claims to back up your answer
show where you found it
Sample questions on toledo
Multiple choice, short answer, short essays
Context
Digital
Focus on mainstream marketing approaches
System thinking approach: tension between stakeholders… evolution future
perspective
Marketing
2 perspectives: discipline as itself / communications (larger part of what’s
happening, what where mostly confronted with)
Try to be smart about how things will evolve
3 possible things that can happen with open AI:
1. Big platform buys it
2. Going to be a paid platform
3. Advertising
Neglecting that AI exists, neglecting physical marketing
, Marcom mini course
Branding: A long-term strategic perspective on how to build, grow and maintain
your brand value. MarCom should always serve the brand strategy
Campaign: A strategically planned chronology and collection of MarComs with a
common creative appeal and an appropriate communication strategy and budget
planning per medium
o Reach vs relevance
Reach: the more exposure, the better constant availability BUT you should do
that in a distinctive way
Relevance: within the reach, the more relevant you can be, the more likely the
receiver will invest more energy
Easiest way is via target
The less relevance: the cheaper the
ad
95% of MarCom is Reach (80%) vs
Relevance (15%)
Higher reach or higher relevance per
reach = more expensive
Most new media start from relevance change to reach media
Mostly objectives: a lot of reach and a bit of relevance structured in
cognitive – attitudes – behavior
o Stakeholder model
Advertisers want to persuade consumers
and need “media” to reach them. Media need
advertisers for revenue.
Tension from one groups, affects both other
groups
, Tension grows until at some point systems need to change
Fe. All students used to have adblockers advertisers weren’t paying media
anymore media had a problem: solutions: paid models,
But doesn’t work on consumer side: we see changes that consumers are fighting
the system
Look at them as a win win win solution system
System thinking: interconnected, circular, many directions, wholes, holistic
<-> traditional marketing: brand marketing (B2C) medium marketing (B2C),
medium to brand marketing (B2B)
Stakeholdermarketing approach: dive into article
Article: Hillebrand et al.: stakeholder marketing: theoretical foundations
and required capabilities
Interrelatedness of stakeholders
- Stakeholder network as continuous instead of discrete disciplines: 3
transitions:
o Value exchange: dyadic complex
o Tension between stakeholder interests: implicit explicit
o Control over marketing activities: centralized verspreid
to deal with these: systems thinking, paradoxical thinking & democratic
thinking
stakeholders en relaties kunnen identificeren
- Stakeholder marketing= “activities within a system of social
institutions and processes for facilitating and maintaining value
through exchange relationships with multiple stakeholders”
- Stakeholdertheory:“simultaneous attention to the legitimate
interests of all appropriate stakeholders”
, - Multiplicity theory =entity that is constituted by the conjunctive
synthesis of a number of simple
elements or singularities
o Discrete: does not change in
nature when divided; it changes
only in degree because all the
elements are considered the same
in kind
o Continuous: changes in nature
when divided because the
elements of the multiplicity
influence each other and cannot
be unfolded without destroying its essence. ( holistic view
rather than a focus on individual elements)
marketing has always seen stakeholder networks as discrete,
but this perspective sees it as continuous multiplicities
= not simply respond to each stakeholder individually but rather to
an interaction of the multiple influences from the entire stakeholder
set
= generation of revenues depends on other stakeholders and thus
acknowledges that multiple stakeholders may be critical for success
= The value creation process is not confined to the firm, but takes
place throughout the stakeholder network.
Threats in digital marketing
o Does digital marketing makes sense
Is my target group online? Yes
Is digital relevant for my product/ brand? Probably
Digital sometimes is a threat to itself
Fe Cambridge analytica : company that started on insides from a professor of
Cambridge full access on all of your data on FB: did small tests etc -> full
psychological profile
Led to two applications: specific target & profile them to assist campaigns
on fb in general
Fe zoom: did very well despite privacy concerns
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