Complete summary of Digital and Social Media Strategies (all lectures and notes)
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Course
Digital And Social Media Strategies (32522B6)
Institution
Tilburg University (UVT)
Book
Digital Marketing
Complete summary, consist of all the information explained in the lectures of Digital and Social Media strategies. Can be used for exam or resit for the minor in year 3 (BE or IBA)
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Digital And Social Media Strategies (32522B6)
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DIGITAL AND SOCIAL MEDIA STRATEGIES
Lecture 1
The Digital Transformation (CE Ch.1)
The evolution of digital businesses
Digital marketing platforms
• Desktop, notebook, and laptop platforms
- Desktop browser based: e.g., google chrome
- Desktop apps: e.g., google shopping
- Email platforms: e.g., Gmail
- Feed-based and API data exchange platforms: e.g., RSS
- Video-marketing platforms: e.g., Vimeo
• Mobile phone and tablet platforms
- Mobile operating system and browser: e.g., android
- Mobile-based apps: e.g., Appstore
• Other hardware platforms
- Gaming platforms: e.g., PlayStation
- Indoor and outdoor kiosk-type apps: e.g., Virtual Artist
- Interactive signage: e.g., Uniqlo Magic Mirror
• Major social networks, such as LinkedIn, can also be called platforms (or
sometimes known as ecosystems)!
Identifying the different types of Media Channels
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Categorizing Media Channels into three main types
Definition of DSMS
Identifying, anticipating, and satisfying customer requirements profitably through
applying digital technologies and media.
- Identifying; apply digital marketing tools for marketing research to uncover
customers’ needs and wants
- Anticipating; Utilize digital marketing platforms as an additional channel by
which customers can access information and make purchases which can,
in turn, assist the firm in better allocation of digital resources
- Satisfying; Achieving customer satisfaction through digital marketing tools
- Efficiently (profitably); Increasing customer’s lifetime value (CLV) using
digital marketing tools
Outlining the Types of Online Presence
- Transactional e-commerce sites: e.g., Amazon.com
- Services-oriented relationship building or lead-generation websites: e.g.,
PWC
- Brand-building sites: e.g., Heineken
- Portal or media sites: e.g., TripAdvisor
- Social network or community sites: e.g., LinkedIn
Understanding the benefits of DSMS
• Grow sales
- Through wider distribution, promotion, and sales
• Add value
- Give customers extra benefits online
• Get closer to customers
- By tracking them, asking questions, creating dialogues, learning about
them
• Save costs to increase profits
- Of service, promotion, sales transaction, and administration, print and posit
• Extend the brand online
- Reinforce brand values in using a digital platform
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Identifying the Challenges of DSMS
• Coordination complexity within the firm
- Unclear responsibilities, e.g., Department that tracks website is not in
charge of conversion yet objective of tracking is to increase sales
• Monitoring competitors’ actions
- Strategies that are easily implemented can be easily copied too
• Adapting to constant changes in digital marketing platforms and technological
developments
• High costs
- In competitive categories, costs can be high, e.g., <€10 per click
• Budget Wastage
- “Banner blindness”
- Low engagement with audience in social networks
Examples of DSMS
, DIGITAL AND SOCIAL MEDIA STRATEGIES
Lecture 2
The Online Marketing Mix (CE Ch. 5)
Introduction to the Classic Marketing Mix
• What is the marketing mix?
- Well-established conceptual framework that helps marketers to plan their
approach to each market
• Why is it important?
- Provides a checklist of decisions which marketers must make
- Allows marketers to integrate, or mix, these decisions together and allocate
their resources accordingly
- Serves as a framework for comparing against competitor’s offerings
The 7Ps of the Classic Marketing Mix
Varying the Classic Marketing Mix with Digitalization
1.Product
• Refers to the characteristics of a product, service, or brand
• Most affected by digital transformation: Information Goods (e.g., now: books,
movies, games, music, etc.; future: advisory services and maybe even
education)
- Why? →Available online and offline; Marginal cost is zero
• How to vary the product in the online context?
- Core Product
o Main Product purchased by the consumer to fulfil their needs
- Extended (or Augmented) Product
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