Digital marketing
Arrangements & Context
Larger goal…
Digital marketing evolves much too rapidly to have an up-to-date and
hands-on syllabus:
● Tools and approaches quickly change
● Academic insights about newest techniques not readily available
Hence … we offer a mix of practical insights (cf. certificate) and academic insights with
long-term value
How?
Live lectures + additional materials. Try to actively work on these materials to construe
your own understanding of all this. The Toledo entries will offer some structure and guidance
for the weekly building blocks
Live lectures: on campus; with recording but lectures are geared towards the live audience
Interaction is possible during live lectures, Q&A moments, via polls that will be launched
prior to or during lectures, and via your questions during class or during the breaks
Contents (provisional)
1. Introduction to digital marketing; MarCom mini course; threats and opportunities
2. Introduction to digital persuasion
3. Google AdWords + Online Behavioral Advertising
4. Digital media mix overview
5. Digital storytelling and politics
1
, Disclaimer…
Exam - evaluation (for most* students)
Your final score depends on …
1. Submitting your certificate from a digital marketing platform, valid on the day of the
exam, to be submitted via Toledo
2. Your score on the exam. Exam is a BYOD* (bring your own device) “open book”
exam, on campus. The exam consists of different question formats: multiple choice,
short answer, short essay. It assesses knowledge but also understanding and
application of the insights and perspectives offered in the course. Be prepared to
really know the course materials!
Certificates
Allowed certificates: Google digital garage (see Toledo) or an equivalent (at least equally
comprehensive; can be a combination of various smaller certificates, e.g. at Hubspot)
Due date = day of the exam; upload zone on Toledo
2
, Context: “digital” & “marketing”
Online/digital
Everything digital could be part of this course, but we focus on the larger media and
platforms, where the aggregate effect on individuals and society is substantial. At the same
time, we take a systems thinking approach, trying to understand evolution & dynamics in
digital media marketing, such that you’ll be able to also understand the rise of new
techniques, platforms or even media
● True digitals: it’s only really digital if it’s cutting edge highly innovative and different
from the digital boiled down versions of non digital marketing communication
○ Don’t consider as digital marketing: If it’s just the online version of what
has been existing for decades in the physical world
○ Do consider as digital marketing: Much more cutting edge frame shifting
kind of innovations, where they say: we now use the core of the potential of
digital to build something that is drastically different compared to what has
been existing before.
■ Some of these things and eventually turn out to be successful and get
adopted by the other side, the more traditional side that uses digital
platforms, but typically they consider that to be only digital marketing
● Traditional marketing communication (we):
○ Also interesting to look at the cutting edge developments to check which ones
are showing potential.
○ But almost all of the money all of the volume of exposure, all of the potential
effects resides within the more traditional version of the traditional
interpretation of digital marketing
Marketing
Focus on marketing communications (“digital advertising”), because this best fits the
communication sciences expertise and because this is what consumers and most marketers
deal with
● It's mostly a course on digital marketing communication, which is sometimes then
referred to as digital advertise. But both the term digital advertising and the term
digital marketing has some drawbacks:
○ It's about marketing communication, so only the communication part of
marketing but nobody in the applied fields calls this digital marketing
communication. They often refer to it as digital marketing
○ Marketing: If we use that term, then it would also imply that we include other
things than marketing communication, which we clearly don't in this course.
○ Then why don't we use digital advertising, while it's not only advertising that
that we consider here.
■ E.g.: consumer reviews are clearly not advertising, there's no one
paying you as a consumer to leave a review on Google, so it's not
advertising, but it's still digital marketing communication. It's still
something very relevant for this course
○ So we stick to the term digital marketing, because that's the term that is often
used in your fields and at the same time we should realize that honestly this is
a this is not the right term for this course.
3
, For another perspective on digital marketing, see …
We try to be smart about how things will evolve
Deeply understanding ‘the system’, the basics, and the history of marketing
(communications) drastically increases the likelihood of understanding its future.
But even the smartest people make very costly mistakes…
Costly mistakes…?
NFT’s: Non-Fungible Token
Metaverse: Facebook buried it under a lot of other stuff
Many businesses invest in digital marketing, just because they have been doing it in the past
or because they see competitors doing it. A brief is the instruction to a marketing
communication agency that says “I want to have a campaign, along these lines, with this
kind of focus and with this budget…” Nowadays it’s often “I want to do something with
influencers but I don’t know what”.
What is “digital marketing”… according to you?
Social media, Persuasion, Search engine optimisation, Google ads/network, Measurability of
digital marketing, AI
4
Arrangements & Context
Larger goal…
Digital marketing evolves much too rapidly to have an up-to-date and
hands-on syllabus:
● Tools and approaches quickly change
● Academic insights about newest techniques not readily available
Hence … we offer a mix of practical insights (cf. certificate) and academic insights with
long-term value
How?
Live lectures + additional materials. Try to actively work on these materials to construe
your own understanding of all this. The Toledo entries will offer some structure and guidance
for the weekly building blocks
Live lectures: on campus; with recording but lectures are geared towards the live audience
Interaction is possible during live lectures, Q&A moments, via polls that will be launched
prior to or during lectures, and via your questions during class or during the breaks
Contents (provisional)
1. Introduction to digital marketing; MarCom mini course; threats and opportunities
2. Introduction to digital persuasion
3. Google AdWords + Online Behavioral Advertising
4. Digital media mix overview
5. Digital storytelling and politics
1
, Disclaimer…
Exam - evaluation (for most* students)
Your final score depends on …
1. Submitting your certificate from a digital marketing platform, valid on the day of the
exam, to be submitted via Toledo
2. Your score on the exam. Exam is a BYOD* (bring your own device) “open book”
exam, on campus. The exam consists of different question formats: multiple choice,
short answer, short essay. It assesses knowledge but also understanding and
application of the insights and perspectives offered in the course. Be prepared to
really know the course materials!
Certificates
Allowed certificates: Google digital garage (see Toledo) or an equivalent (at least equally
comprehensive; can be a combination of various smaller certificates, e.g. at Hubspot)
Due date = day of the exam; upload zone on Toledo
2
, Context: “digital” & “marketing”
Online/digital
Everything digital could be part of this course, but we focus on the larger media and
platforms, where the aggregate effect on individuals and society is substantial. At the same
time, we take a systems thinking approach, trying to understand evolution & dynamics in
digital media marketing, such that you’ll be able to also understand the rise of new
techniques, platforms or even media
● True digitals: it’s only really digital if it’s cutting edge highly innovative and different
from the digital boiled down versions of non digital marketing communication
○ Don’t consider as digital marketing: If it’s just the online version of what
has been existing for decades in the physical world
○ Do consider as digital marketing: Much more cutting edge frame shifting
kind of innovations, where they say: we now use the core of the potential of
digital to build something that is drastically different compared to what has
been existing before.
■ Some of these things and eventually turn out to be successful and get
adopted by the other side, the more traditional side that uses digital
platforms, but typically they consider that to be only digital marketing
● Traditional marketing communication (we):
○ Also interesting to look at the cutting edge developments to check which ones
are showing potential.
○ But almost all of the money all of the volume of exposure, all of the potential
effects resides within the more traditional version of the traditional
interpretation of digital marketing
Marketing
Focus on marketing communications (“digital advertising”), because this best fits the
communication sciences expertise and because this is what consumers and most marketers
deal with
● It's mostly a course on digital marketing communication, which is sometimes then
referred to as digital advertise. But both the term digital advertising and the term
digital marketing has some drawbacks:
○ It's about marketing communication, so only the communication part of
marketing but nobody in the applied fields calls this digital marketing
communication. They often refer to it as digital marketing
○ Marketing: If we use that term, then it would also imply that we include other
things than marketing communication, which we clearly don't in this course.
○ Then why don't we use digital advertising, while it's not only advertising that
that we consider here.
■ E.g.: consumer reviews are clearly not advertising, there's no one
paying you as a consumer to leave a review on Google, so it's not
advertising, but it's still digital marketing communication. It's still
something very relevant for this course
○ So we stick to the term digital marketing, because that's the term that is often
used in your fields and at the same time we should realize that honestly this is
a this is not the right term for this course.
3
, For another perspective on digital marketing, see …
We try to be smart about how things will evolve
Deeply understanding ‘the system’, the basics, and the history of marketing
(communications) drastically increases the likelihood of understanding its future.
But even the smartest people make very costly mistakes…
Costly mistakes…?
NFT’s: Non-Fungible Token
Metaverse: Facebook buried it under a lot of other stuff
Many businesses invest in digital marketing, just because they have been doing it in the past
or because they see competitors doing it. A brief is the instruction to a marketing
communication agency that says “I want to have a campaign, along these lines, with this
kind of focus and with this budget…” Nowadays it’s often “I want to do something with
influencers but I don’t know what”.
What is “digital marketing”… according to you?
Social media, Persuasion, Search engine optimisation, Google ads/network, Measurability of
digital marketing, AI
4
