Consumer Science for Online Commerce
1.2 Digital Marketing Framework 3
1.3 Four eras of digital marketing 4
1.4 New challenges in omnichannel marketing 9
2.1 Cross channel integration review 12
2.2 Channel integration and Promotion deal segments 17
2.3 Webrooming and showrooming 21
3.1 Customer Experience management 27
3.2 The omnichannel Customer Journey 32
3.3 Customer Journey Segmentation 39
4.1 Setting the scene & brand management 43
4.2 Brand tone of voice 46
4.3 The platformization of brands 50
5.1 Introduction 60
5.2 Navigating by the Stars 62
5.3 The polarity of online reviews 67
6.1 Introduction and Facebook likes 71
6.2 Effects of offline on online ads 76
6.3 Interactive online advertising 82
7.1 Conceptualizing E-WOM 85
7.2 STEPPS model 88
7.3 Valuable virality 91
8.1 Social Media Metrics & Customer Engagement 96
8.2 Strategic determinants of social media performance 101
9.1 Introduction 106
9.2 I’ve got an idea 107
9.3 Customer ideas rejection 111
10.1 NFT’s 118
10.2 Internet-of-Things 123
10.3 Artificial intelligence & Robots 126
11.1 Introduction 130
,11.2 Gamification and consumer adoption 132
11.3 Customer engagement through gamification 136
12.1 Introduction 139
12.2 Personalized mobile marketing strategies 140
12.3 Location-based mobile marketing 144
Examples Exam Questions 149
2
,1.2 Digital Marketing Framework
Artikel: P.K. Kannan, Hongshuang “Alice” Li, Digital Marketing: A framework, review and
research agenda
Digital Marketing
The term “digital marketing” has evolved over time
● From a specific term describing the marketing of products and services using digital
channels…
● To an umbrella term describing the process of using digital technologies to acquire
customers and build customer preferences, promote brands, retain customers and
increase sales
Definition: “an adaptive, technology-enabled process by which firms collaborate with
customers and partners to jointly create, communicate, deliver, and sustain value for all
stakeholders”.
Processes enabled by digital technologies that create value:
● Through new customer experiences
● Through interactions among customers
Digital marketing itself is enabled by a series of adaptive digital touchpoints encompassing:
● The marketing activity
● Institutions
● Processes
● Customers
Digital Marketing Framework
Current and future Research in Digital Marketing
Nice overview of current research regarding
1. The digital environment
3
, 2. Possible marketing actions
3. Marketing outcomes
4. Marketing research
Inspiring agenda for future research focused on the issues and questions emerging as
digital technologies interact with each area of the framework.
1.3 Four eras of digital marketing
Artikel: Laurent Busca & Laurent Bertrandias, A framework for ditigal marketing research:
Investigating the four cultural eras of digital marketing
The aim of this paper is reconstructing the cultural history of the internet and its relationship
with marketing. The internet culture has developed in four eras characterized by four types of
systems:
● Collaborative systems
● Traditional market systems
● Co-creation systems
● Prosumtion market systems
Definitions
Practices are a set of recurring patterns of action and understanding occurring in a socio-
technical system = an organized set of human beings and objects (Bajde 2013).
Cultural repertoires refer to a logically organized set of representations tied to a certain
practice.
“The routinized enactment of practices over time creates a cultural repertoire that
guides the behavior of a socio-technical system while being sustained by the practices
enacted in it.”
Organizational imprinting is the phenomenon by which environmental features (such as
symbolic, economic, or material patterns) are included in an organization during its founding
and tend to reproduce over time (Marquis and Tilcsik 2013).
Historical case study
Analysis of published historical studies about the history of the Internet combining the work
of professional historians with that of non-historian academics, journalists, and bloggers.
Three regularities:
1. Actors recognize the whole Internet (or a part of the Internet) as a system of its own
2. Actors identify business opportunities in this system
3. Actors enact practices to benefit from these business opportunities
Introduction of the 4 eras
4
1.2 Digital Marketing Framework 3
1.3 Four eras of digital marketing 4
1.4 New challenges in omnichannel marketing 9
2.1 Cross channel integration review 12
2.2 Channel integration and Promotion deal segments 17
2.3 Webrooming and showrooming 21
3.1 Customer Experience management 27
3.2 The omnichannel Customer Journey 32
3.3 Customer Journey Segmentation 39
4.1 Setting the scene & brand management 43
4.2 Brand tone of voice 46
4.3 The platformization of brands 50
5.1 Introduction 60
5.2 Navigating by the Stars 62
5.3 The polarity of online reviews 67
6.1 Introduction and Facebook likes 71
6.2 Effects of offline on online ads 76
6.3 Interactive online advertising 82
7.1 Conceptualizing E-WOM 85
7.2 STEPPS model 88
7.3 Valuable virality 91
8.1 Social Media Metrics & Customer Engagement 96
8.2 Strategic determinants of social media performance 101
9.1 Introduction 106
9.2 I’ve got an idea 107
9.3 Customer ideas rejection 111
10.1 NFT’s 118
10.2 Internet-of-Things 123
10.3 Artificial intelligence & Robots 126
11.1 Introduction 130
,11.2 Gamification and consumer adoption 132
11.3 Customer engagement through gamification 136
12.1 Introduction 139
12.2 Personalized mobile marketing strategies 140
12.3 Location-based mobile marketing 144
Examples Exam Questions 149
2
,1.2 Digital Marketing Framework
Artikel: P.K. Kannan, Hongshuang “Alice” Li, Digital Marketing: A framework, review and
research agenda
Digital Marketing
The term “digital marketing” has evolved over time
● From a specific term describing the marketing of products and services using digital
channels…
● To an umbrella term describing the process of using digital technologies to acquire
customers and build customer preferences, promote brands, retain customers and
increase sales
Definition: “an adaptive, technology-enabled process by which firms collaborate with
customers and partners to jointly create, communicate, deliver, and sustain value for all
stakeholders”.
Processes enabled by digital technologies that create value:
● Through new customer experiences
● Through interactions among customers
Digital marketing itself is enabled by a series of adaptive digital touchpoints encompassing:
● The marketing activity
● Institutions
● Processes
● Customers
Digital Marketing Framework
Current and future Research in Digital Marketing
Nice overview of current research regarding
1. The digital environment
3
, 2. Possible marketing actions
3. Marketing outcomes
4. Marketing research
Inspiring agenda for future research focused on the issues and questions emerging as
digital technologies interact with each area of the framework.
1.3 Four eras of digital marketing
Artikel: Laurent Busca & Laurent Bertrandias, A framework for ditigal marketing research:
Investigating the four cultural eras of digital marketing
The aim of this paper is reconstructing the cultural history of the internet and its relationship
with marketing. The internet culture has developed in four eras characterized by four types of
systems:
● Collaborative systems
● Traditional market systems
● Co-creation systems
● Prosumtion market systems
Definitions
Practices are a set of recurring patterns of action and understanding occurring in a socio-
technical system = an organized set of human beings and objects (Bajde 2013).
Cultural repertoires refer to a logically organized set of representations tied to a certain
practice.
“The routinized enactment of practices over time creates a cultural repertoire that
guides the behavior of a socio-technical system while being sustained by the practices
enacted in it.”
Organizational imprinting is the phenomenon by which environmental features (such as
symbolic, economic, or material patterns) are included in an organization during its founding
and tend to reproduce over time (Marquis and Tilcsik 2013).
Historical case study
Analysis of published historical studies about the history of the Internet combining the work
of professional historians with that of non-historian academics, journalists, and bloggers.
Three regularities:
1. Actors recognize the whole Internet (or a part of the Internet) as a system of its own
2. Actors identify business opportunities in this system
3. Actors enact practices to benefit from these business opportunities
Introduction of the 4 eras
4
