Digital Media Marketing
,Notes Digital Marketing
Table of content
Chapter 1: An introduction to online marketing 3
Introduction 3
Evolution of the web 5
Chapter 2: The internet marketing tree 8
The Internet Marketing Tree 8
Chapter 3: The right website 9
Effective web design 9
Chapter 4: Content marketing 11
Introdcution 11
Why Content marketing? 11
What is content marketing? 11
Get started 11
The right content 11
The right channel/tools 12
Content Carriers 13
Case: Apple 14
Chapter 5: SEO 15
What is SEO? 15
Being found 16
Pillar 1: Technical 16
Pillar 2: Content 20
Pillar 3: links 22
Key aspects 23
Chapter 6: Social Media Marketing 24
Social media strategisch aanpakken: framework. 24
Social Media in België 24
Social media: hoe? 25
Luisteren en analyseren 26
Strategie (think) 27
Implementatie (think) 27
Uitvoering (do) 30
Platformen 31
Conclusies social media 31
2
,Notes Digital Marketing
Chapter 1: An introduction to online marketing
Introduction
“Marketing online is not an option anymore, it’s a requirement!”
Consumer becomes producer = prosumers.
A prosumer is a person who consumes and produces media. It is derived from "prosumption", a dot-com era business term
meaning "production by consumers". These terms were coined by American futurist Alvin Toffler, and were widely used by many
technology writers of the time.
Prosumers are not to be underestimated, because of their digital worth of moth, they have a lot of power.
Infographic E-commerce
Why do we shop online?
There are multiple reasons why we choose to shop online:
• It’s Convenient.
• Easy to compare.
• It’s Time saving.
• Free shipping.
• More variety in choice, products.
• Lower prices.
• No crowd, no lines.
• It’s discreet.
• You can consult your order history.
• Webshops, make interesting suggestions based on previous puchases.
3
,Notes Digital Marketing
Online marketing from a retailer point of view:
Online marketing brings new benefits, but equal challenges, we know one thing for sure, it’s that you will not survive without
online marketing in today’s marketplace.
Benefits: Challenges:
• Quick start. A website is easily set up. • Environment changes quickly. à Anticipation
• Easy to adjust. You can upload an entire new version • New forms arise.
over night. • Competition is increasing rapidly.
• Excellent possibilities to measure statistics, which is
valuable feedback.
• Wider spread, the world becomes your customer.
How can you, as online marketer or enterpreneur, choose the right online marketing tools. How can you use them in the right
way? What is the best way to reach exactly that target audience you want to reach? How do you minimize waste? How do you
make the visitors on your website do exactly that what you want them to do? And how do you evaluate the results?
4
, Notes Digital Marketing
Evolution of the web
The world has changed in a short amount of time:
Ò Web 1.0 – The shopping carts & static web.
Ò Web 2.0 – The writing and participating web.
Ò Web 3.0 – The semantic executing web. (a more intelligent web)
Ò (Web 4.0 – The Mobile web)
Ò (Web 5.0 – The emotional web)
Web 1.0 – The shopping carts & static web.
The first stage of the World Wide Web's evolution.
• The “read-only web”
• Static websites.
• First shopping cart applications
o Present products as catalog/brochure.
o Could be purchased by anyone, anywhere. (first online shopping)
• Beginning of the information age.
Web 2.0 – The writing and participating web.
The second stage of the World Wide Web’s evolution.
• The “read-write web”
• User empowerment:
o Users contribute or upload content, they start downloading each others content.
o Users interact with other users, online communicates are born à Online Sharing.
• This brings a social change. (Facebook is born in Web 2.0 for example.)
• Characterized by blogs, social media, video-streaming,…
o Twitter, YouTube, Flickr, Facebook, Hyves, LinkedIn,…
Web 3.0 – The semantic executing web. (a more intelligent web)
The third and still evolving stage of the World Wide Web’s evolution.
• The “read-write-execute web”
• Driven by technological change:
o The “semantic” web. ("The Semantic Web provides a common framework that allows data to be shared and reused
across application, enterprise, and community boundaries".)
o Semantic web is about the meaning of information. Having the right keywords is not enough, your content need to be
high quality. Your website structure, keywords, traffic, traffic behavior, social network footprint,… all need to add up.
o à So, connecting media, profiles, content and databases: Is an enormous amount of content that is structured, based
on relevance and medium. (AND, local relevance is increasing through mobility)
Web 4.0 – The mobile web
It is the adaption to mobile surroundings.
• Connects all data and devices in the real and virtual world in real-time (think Imessage, Iphone, Mac, Ipad)
• Communication becomes quick and relevant (easily exchanged between channels and screens.)
• Mobile rules, mobile is become the new way to browse the web and social media.
• Because of the use of mobile devices, the web is functioning as a personal assistant.
To show the benefits of web 4.0, I’ll explain with some examples:
• I'm typing an email to someone, and we're brainstorming about doing a business development deal with Apple. A little
window pops up and lets me know that David over in our Tucscon office is already having a similar conversation with Apple
and perhaps we should coordinate.
• I'm booked on a flight from Toledo to Seattle. It's cancelled. My phone knows that I'm on the flight, knows that it's cancelled
and knows what flights I should consider instead. It uses semantic data but it also has permission to interrupt me and tell me
about it. Much more important, it knows what my colleagues are doing in response to this event and tells me. 'Follow me'
gets a lot easier.
• Google watches what I search. It watches what other people like me search. Every day, it shows me things I ought to be
searching for that I'm not. And it introduces me to people who are searching for what I'm searching for.
5
,Notes Digital Marketing
Table of content
Chapter 1: An introduction to online marketing 3
Introduction 3
Evolution of the web 5
Chapter 2: The internet marketing tree 8
The Internet Marketing Tree 8
Chapter 3: The right website 9
Effective web design 9
Chapter 4: Content marketing 11
Introdcution 11
Why Content marketing? 11
What is content marketing? 11
Get started 11
The right content 11
The right channel/tools 12
Content Carriers 13
Case: Apple 14
Chapter 5: SEO 15
What is SEO? 15
Being found 16
Pillar 1: Technical 16
Pillar 2: Content 20
Pillar 3: links 22
Key aspects 23
Chapter 6: Social Media Marketing 24
Social media strategisch aanpakken: framework. 24
Social Media in België 24
Social media: hoe? 25
Luisteren en analyseren 26
Strategie (think) 27
Implementatie (think) 27
Uitvoering (do) 30
Platformen 31
Conclusies social media 31
2
,Notes Digital Marketing
Chapter 1: An introduction to online marketing
Introduction
“Marketing online is not an option anymore, it’s a requirement!”
Consumer becomes producer = prosumers.
A prosumer is a person who consumes and produces media. It is derived from "prosumption", a dot-com era business term
meaning "production by consumers". These terms were coined by American futurist Alvin Toffler, and were widely used by many
technology writers of the time.
Prosumers are not to be underestimated, because of their digital worth of moth, they have a lot of power.
Infographic E-commerce
Why do we shop online?
There are multiple reasons why we choose to shop online:
• It’s Convenient.
• Easy to compare.
• It’s Time saving.
• Free shipping.
• More variety in choice, products.
• Lower prices.
• No crowd, no lines.
• It’s discreet.
• You can consult your order history.
• Webshops, make interesting suggestions based on previous puchases.
3
,Notes Digital Marketing
Online marketing from a retailer point of view:
Online marketing brings new benefits, but equal challenges, we know one thing for sure, it’s that you will not survive without
online marketing in today’s marketplace.
Benefits: Challenges:
• Quick start. A website is easily set up. • Environment changes quickly. à Anticipation
• Easy to adjust. You can upload an entire new version • New forms arise.
over night. • Competition is increasing rapidly.
• Excellent possibilities to measure statistics, which is
valuable feedback.
• Wider spread, the world becomes your customer.
How can you, as online marketer or enterpreneur, choose the right online marketing tools. How can you use them in the right
way? What is the best way to reach exactly that target audience you want to reach? How do you minimize waste? How do you
make the visitors on your website do exactly that what you want them to do? And how do you evaluate the results?
4
, Notes Digital Marketing
Evolution of the web
The world has changed in a short amount of time:
Ò Web 1.0 – The shopping carts & static web.
Ò Web 2.0 – The writing and participating web.
Ò Web 3.0 – The semantic executing web. (a more intelligent web)
Ò (Web 4.0 – The Mobile web)
Ò (Web 5.0 – The emotional web)
Web 1.0 – The shopping carts & static web.
The first stage of the World Wide Web's evolution.
• The “read-only web”
• Static websites.
• First shopping cart applications
o Present products as catalog/brochure.
o Could be purchased by anyone, anywhere. (first online shopping)
• Beginning of the information age.
Web 2.0 – The writing and participating web.
The second stage of the World Wide Web’s evolution.
• The “read-write web”
• User empowerment:
o Users contribute or upload content, they start downloading each others content.
o Users interact with other users, online communicates are born à Online Sharing.
• This brings a social change. (Facebook is born in Web 2.0 for example.)
• Characterized by blogs, social media, video-streaming,…
o Twitter, YouTube, Flickr, Facebook, Hyves, LinkedIn,…
Web 3.0 – The semantic executing web. (a more intelligent web)
The third and still evolving stage of the World Wide Web’s evolution.
• The “read-write-execute web”
• Driven by technological change:
o The “semantic” web. ("The Semantic Web provides a common framework that allows data to be shared and reused
across application, enterprise, and community boundaries".)
o Semantic web is about the meaning of information. Having the right keywords is not enough, your content need to be
high quality. Your website structure, keywords, traffic, traffic behavior, social network footprint,… all need to add up.
o à So, connecting media, profiles, content and databases: Is an enormous amount of content that is structured, based
on relevance and medium. (AND, local relevance is increasing through mobility)
Web 4.0 – The mobile web
It is the adaption to mobile surroundings.
• Connects all data and devices in the real and virtual world in real-time (think Imessage, Iphone, Mac, Ipad)
• Communication becomes quick and relevant (easily exchanged between channels and screens.)
• Mobile rules, mobile is become the new way to browse the web and social media.
• Because of the use of mobile devices, the web is functioning as a personal assistant.
To show the benefits of web 4.0, I’ll explain with some examples:
• I'm typing an email to someone, and we're brainstorming about doing a business development deal with Apple. A little
window pops up and lets me know that David over in our Tucscon office is already having a similar conversation with Apple
and perhaps we should coordinate.
• I'm booked on a flight from Toledo to Seattle. It's cancelled. My phone knows that I'm on the flight, knows that it's cancelled
and knows what flights I should consider instead. It uses semantic data but it also has permission to interrupt me and tell me
about it. Much more important, it knows what my colleagues are doing in response to this event and tells me. 'Follow me'
gets a lot easier.
• Google watches what I search. It watches what other people like me search. Every day, it shows me things I ought to be
searching for that I'm not. And it introduces me to people who are searching for what I'm searching for.
5
