DIGITAL MARKETING LECTURES
Term 1 2023, Tosca van Waes
Week 1 - Lecture
Introduction, Technology Adoption and Digital Transformation
1: Adoption of Technology
What is technology?
- Application of scienti c knowledge to the practical aims of human life or, as it is sometimes
phrased, to the change and manipulation of the human environment
- The creation, usage and knowledge of tools, techniques, crafts, systems or methods of
organization, to solve a problem or serve some purpose or end
Merging technology and humans
Augmented bodies: technology will allow us to make modi cations to our body, senses and
physiological processes, and it will provide us with enhanced memory, communication and
productivity
- Exosuits
- Brain implants to improve memory
—> Lines between human and computer capabilities are blurred!
- Is it real or fake?
- Chatbot or real person?
What determines the adoption of a technology?
Phone: level of technology
increased
TAM: Technology
Acceptancy Model
The more a technology is
accepted, the greater and
faster its adoption will be
Fast adaption / slow
adaption
Case: ChatGPT
Not only rational, but also
emotional in decision
making (eg rst apple
iPhone, status) = Social
factor
The di usion of innovation and acceptance of technology
Early market - Mainstream market
Case: ChatGPT, smartphones
Laggards: when eventually everyone has
to adopt to the new technology (eg
vignette sticker voor auto’s in
Zwitserland om over de weg te mogen,
je moet wel meedoen aan deze
technologie uiteindelijk om over de weg
te kunnen)
Rising speed of technology adoption
data
ff fi fi fi
, (Gra ek waar je ziet hoe snel alles groeit)
From technology to digital technology
Digital technologies: are electronic tools, systems, devices and resources that generate, store or
process data. Well known examples include social media, online games, multimedia and mobile
phones.
Data: the quantities, characters or symbols on which operations are performed by a computer,
which may be stored and transmitted in the form of electrical signals.
2. Digital Transformation
Digitization: describes the action of converting analog information into digital information
Digitalization: describes how IT or digital technologies can be used to alter existing business
processes (optimizing existing business processes; seize new business possibilities by changing
existing business processes, such as communication)
Digital transformation: describes a company-wide change that leads to the development of new
business models: ‘how the enterprise creates and delivers value to customers, and then converts
payment received to pro ts’
Case: Net ix (Net ix 1.0 vs Net ix 2.0) Digital Transformation Flow
ChatGPT:
Google was always number 1 in search;
but then Microsoft had put lots of money
in openAI, then openAI launched
chatGPT and it had loooots of users.
Market share of Google drops. So google
launched ‘Bard AI’ earlier than they
intended to do so, so it is not as good as
chatGPT. So google is suddenly forced to
transform due to pressure of competition.
Digital resources: represent a rm’s ownership and control of assets and capabilities.
Assets are storage of data, ICT infrastructure, technologies to compete in digital era
(software, hardware). Agility: ability to seize market opportunities. Ability to analyze
customer data
Digitalization: describes how IT or digital technologies can be used to alter existing
business processes (optimizing existing business processes; seize new business
possibilities by changing existing business processes, such as communication).
Metrics and goals: to realize the full potential of digital transformation, digital rms need
to measure the performance improvements on key performance indicators (KPIs)
fi fl fl fi flfi fi
, Week 2 - Lecture Chapter 1+2
Understanding the digital consumer
Di erent generations, di erent customers
Radio Babies —> Baby boomers —> Gen X —> Millennials —> Gen Z —> Gen A
1983 year that internet was born
1991 year of rst website
1993 yahoo came
The digital consumer
Digital customers use digital channels - Web, mobile and social - to consume content, engage
with brands and complete a transaction.
Web 1.0 (read only, content owned by creator only, mostly visual, static web with no user-to-
server communication, e.g. home pages)
Web 2.0 (read-write or social web, content shared by creators and users, mostly programmable
web with improved user interaction)
- allowing user-generated content (UGC)
- Placing users into the center of attention, enabling them to create the content
- Consumers are empowered, better connected, better informed
- In control to personalize their information and entertainment consumption - they gain
satisfaction on demand
The e ect of technology on customer behavior
Interconnectivity: Networked digital technology is enabling consumers to connect with each
other more readily - through various platforms - social networks
Relevance ltering: Customers are ltering out items irrelevant to them and ignoring anything
that is irrelevant - everything is customized
Niche is growing: The abundance and diversity of online content allows consumers to participate
and indulge their specialist interests and hobbies. The homogenous mass consumer population is
fragmenting into even smaller niche groups
Micropublishing: of personal content is blossoming: social media interactive and interconnected
nature allows consumers to express themselves online: publishing own content cost little more
than time and imagination - posting opinions online —> online reviews
On-demand: any time, any place, anywhere: Consumers can satisfy their needs quickly, easily
and with fewer barriers. Time, geography, location and physical storage space are becoming
irrelevant.
—> How to connect with these consumers?
Web 3.0 ! (read-write-own, content is consolidated by creators and users, linked data web with
intelligent, web-based functionalities and applications, e.g. live streams etc)
ff ff
fifi ff fi
Term 1 2023, Tosca van Waes
Week 1 - Lecture
Introduction, Technology Adoption and Digital Transformation
1: Adoption of Technology
What is technology?
- Application of scienti c knowledge to the practical aims of human life or, as it is sometimes
phrased, to the change and manipulation of the human environment
- The creation, usage and knowledge of tools, techniques, crafts, systems or methods of
organization, to solve a problem or serve some purpose or end
Merging technology and humans
Augmented bodies: technology will allow us to make modi cations to our body, senses and
physiological processes, and it will provide us with enhanced memory, communication and
productivity
- Exosuits
- Brain implants to improve memory
—> Lines between human and computer capabilities are blurred!
- Is it real or fake?
- Chatbot or real person?
What determines the adoption of a technology?
Phone: level of technology
increased
TAM: Technology
Acceptancy Model
The more a technology is
accepted, the greater and
faster its adoption will be
Fast adaption / slow
adaption
Case: ChatGPT
Not only rational, but also
emotional in decision
making (eg rst apple
iPhone, status) = Social
factor
The di usion of innovation and acceptance of technology
Early market - Mainstream market
Case: ChatGPT, smartphones
Laggards: when eventually everyone has
to adopt to the new technology (eg
vignette sticker voor auto’s in
Zwitserland om over de weg te mogen,
je moet wel meedoen aan deze
technologie uiteindelijk om over de weg
te kunnen)
Rising speed of technology adoption
data
ff fi fi fi
, (Gra ek waar je ziet hoe snel alles groeit)
From technology to digital technology
Digital technologies: are electronic tools, systems, devices and resources that generate, store or
process data. Well known examples include social media, online games, multimedia and mobile
phones.
Data: the quantities, characters or symbols on which operations are performed by a computer,
which may be stored and transmitted in the form of electrical signals.
2. Digital Transformation
Digitization: describes the action of converting analog information into digital information
Digitalization: describes how IT or digital technologies can be used to alter existing business
processes (optimizing existing business processes; seize new business possibilities by changing
existing business processes, such as communication)
Digital transformation: describes a company-wide change that leads to the development of new
business models: ‘how the enterprise creates and delivers value to customers, and then converts
payment received to pro ts’
Case: Net ix (Net ix 1.0 vs Net ix 2.0) Digital Transformation Flow
ChatGPT:
Google was always number 1 in search;
but then Microsoft had put lots of money
in openAI, then openAI launched
chatGPT and it had loooots of users.
Market share of Google drops. So google
launched ‘Bard AI’ earlier than they
intended to do so, so it is not as good as
chatGPT. So google is suddenly forced to
transform due to pressure of competition.
Digital resources: represent a rm’s ownership and control of assets and capabilities.
Assets are storage of data, ICT infrastructure, technologies to compete in digital era
(software, hardware). Agility: ability to seize market opportunities. Ability to analyze
customer data
Digitalization: describes how IT or digital technologies can be used to alter existing
business processes (optimizing existing business processes; seize new business
possibilities by changing existing business processes, such as communication).
Metrics and goals: to realize the full potential of digital transformation, digital rms need
to measure the performance improvements on key performance indicators (KPIs)
fi fl fl fi flfi fi
, Week 2 - Lecture Chapter 1+2
Understanding the digital consumer
Di erent generations, di erent customers
Radio Babies —> Baby boomers —> Gen X —> Millennials —> Gen Z —> Gen A
1983 year that internet was born
1991 year of rst website
1993 yahoo came
The digital consumer
Digital customers use digital channels - Web, mobile and social - to consume content, engage
with brands and complete a transaction.
Web 1.0 (read only, content owned by creator only, mostly visual, static web with no user-to-
server communication, e.g. home pages)
Web 2.0 (read-write or social web, content shared by creators and users, mostly programmable
web with improved user interaction)
- allowing user-generated content (UGC)
- Placing users into the center of attention, enabling them to create the content
- Consumers are empowered, better connected, better informed
- In control to personalize their information and entertainment consumption - they gain
satisfaction on demand
The e ect of technology on customer behavior
Interconnectivity: Networked digital technology is enabling consumers to connect with each
other more readily - through various platforms - social networks
Relevance ltering: Customers are ltering out items irrelevant to them and ignoring anything
that is irrelevant - everything is customized
Niche is growing: The abundance and diversity of online content allows consumers to participate
and indulge their specialist interests and hobbies. The homogenous mass consumer population is
fragmenting into even smaller niche groups
Micropublishing: of personal content is blossoming: social media interactive and interconnected
nature allows consumers to express themselves online: publishing own content cost little more
than time and imagination - posting opinions online —> online reviews
On-demand: any time, any place, anywhere: Consumers can satisfy their needs quickly, easily
and with fewer barriers. Time, geography, location and physical storage space are becoming
irrelevant.
—> How to connect with these consumers?
Web 3.0 ! (read-write-own, content is consolidated by creators and users, linked data web with
intelligent, web-based functionalities and applications, e.g. live streams etc)
ff ff
fifi ff fi
