FHV – Digital Marketing

Course Goals

FHV Students

  • know developments and trends in digital marketing & commerce.
    = understand and apply the changing digital context
  • know the common tools for the implementation and optimisation of digital marketing & sales campaigns.
    = use tools to support and structurize the creation proces
  • Students can explain which digital marketing & sales measures are appropriate for a given situation.
    = create added value in a digital world for an existing company
  • Students can explain the conversion rate of selected digital marketing & sales activities.
  • Students can plan and implement digital marketing & sales campaigns.
  • Students can differentiate between established and new digital advertising platforms (social media, search etc.) for their suitability for marketing and sales campaigns in a given situation.
  • Students can develop a growth hacking plan and integrate various paid and unpaid digital marketing & sales campaigns
  • Students can predict the impact or success of digital marketing & sales campaigns for a given situation.
    set-up a marketing strategy to implement this new value

Course Lay-out

Class Presentations

DM_Digital Messed Up Marketing
DM_Digital Evolution
DM_DVM_Technology As A Facilitator
DM_Digital Marketing Funnel
DM_Influencer Marketing
DM_DVM_Extreme Customer Centricity
DM_Social Media Can Be Hard



Generation C – Persona
Persona_Generation Z_handed in by Danijela Galic
Persona_Katharina Maier_Graziela & Domtila
Persona_Isabella and Ann-Kathrin

Assignment_Persona Persona

Digital Value Model – Creating Digital Value



All students keep a digital record of their assignments. You hand in your portfolio on the due-date.

Due date = 22 June 2020 23:59!

Please label your document with  “assignment name_your name”
Please have proper source reference where needed.
Please use WeTransfer.com to send me your portfolios.

(Documents which don’t have ‘your name’ will not be read!)

  1. Digital change is NOW!
    You search for 2 (digital) articles on digital and /or social media marketing/business.
    Your articles need to be published between 1/1/2020 and 20/6/2020.
    You link these articles in a comment on the ‘digital and/or social = NOW’ page as a comment.Title of your article
    Hyperlink to the article (don’t insert the article!)
    Resource of the article & Publication date
    Comment on the article:
    Situate the phase of this article in the digital evolution
    Link the content to the course
    Why did this article interest you?

(Please be aware that I need to approve your comment(s) before they will appear on my blog. This might take up to 24h, so please be patient.)
(You don’t need to insert these articles into your portfolio.)

  1. Digital Evolution
    Go to the webpage of ‘digital evolution’.
    Search for each type of company a business example (of an existing company).
    Explain why this company is a that phase.
    Prepare a brief presentation of those companies.

(You cannot use companies which are discussed in class. F.i. Amazon, Uber, LuluLemon, Apple, Starbucks, Domino’s pizza, Nokia, Facebook, Push for Pizza, Google, YouTube…. )

3. Creating digital business value

3.1 Company Selection

Pick a company which you want to transform/add digital value for.
Prepare a short presentation of that company.
Explain the WHY, HOW and WHAT of the present situation
Explain the phase of digital evolution your company is in.

3.2 Current Value Proposition
Use the Value Proposition Canvas to describe the current (as-is) (digital) value proposition.
Explain the FIT and possible opportunities  (unfulfilled pains and gains)

3.3 Construct a customer journey of your present situation for a class persona

Select a Gen C persona from class as a use-case for your company
Create a customer journey for this persona

Detect digital (digital) business opportunities (to meet unfulfilled pains and gains + create possible new gains!)

3.4 Use the Digital Value Model to create value in those business opportunities

How can you use technology as a facilitator to create operational excellence?

How can you add a human interaction to create an emotional connection (value)?

3.5 Connect the new value with the customer journey = new augmented customer journey

3.6 Describe the context where your customer will be using your ‘new’ value

4. Set up a strategy to implement your new value

Connect content, campaign and media

You present your case in class in Saturday May 16th, 2020 in the afternoon.
You explain your new value, content strategy (story) and media set-up.
Max. 8m presentation + 3 questions!

5. How does or might recent evolution affects your new value proposition & digital campaign?
You connect your case with two articles from the page ‘digital and/or social = NOW’.

Why are these articles relevant to your case?
How do they affect your case?
What is the connection between this article and your case?

Additional reading
Digital Transformation, 2014, Jo Caudron & Dado Van Peteghem
The Inevitable, 2016, Kevin Kelly
The conversation manager, 2012, Steven Van Belleghem
The conversation company, 2012, Steven Van Belleghem
When digital becomes human, 2015, Steven Van Belleghem
The customer the day after tomorrow, 2017, Steven Van Belleghem
The network always wins, 2015, Peter Hinssen
The day after the tomorrow, 2016, Peter Hinssen
X, The experience when business meets design, 2015, Brian Solis
Gamechangers, 2014, Peter Fisk
Platform revolution, 2014, Geoffrey G. Parker
The industries of the future, 2016, Alec Ross
Contagious: Why Things Catch on, 2013, Jonah Berger
Invisible Influence: the hidden forces that shape behavior, 2016, Jonah Berger
Influence: The Psychology of Persuasion, 1984, Robert Cialdini


27 comments on “FHV – Digital Marketing
  1. Ricardo says:

    Folgen der Digitalisierung
    Massenarbeitslosigkeit oder viele neue Jobs?


    In my point of view these facts have not been considered sufficient enough. Especially as we know the world population is growing it could be a big problem for the middle educated people in future. It really could lead to a global ecnomic isuue.

  2. Nicole says:

    Google Rules the World (of Marketing)


    As I see it, no matter what we are searching for mostly the answer is: ‘Google it’. We are used to Google as a search engine from our private and professional live. One can say that Google is the leader in Europe. ‘Fighting’ against them online seems to be impossible.
    So if you want to hit Google probably the only possible way to do so, is to switch into the offline (real) world. Then you may have a chance to change their online rules and influence the search result placement of your company. But therefore a very good network, a lot of effort and an excellent strategy will be needed to rule your own world of marketing as a company.

  3. Jessica says:

    Three B2B Marketing Strategies for 2016 which Deliver Exceptional Results
    24 December 2015


    In my opinion all three points which are mentioned in the article are important to get exceptional results. By offering education based webinars a company is able to show their industry competence. Currently LinkedIn is the biggest business network worldwide. More than 40% of all registered customers already acquired customers via the network. What is more, LinkedIn has a tree times higher visitor to lead conversation rate (2,74%) than Twitter (0,69%) and Facebook (0,77%) and disposes of the highest perception of business marketing posts. As I already said, LinkedIn is doing well in lead generation. Therefore sales people can use LinkedIn as an influencing tool to speed up the sales process by offering the right information at the right process step. By join industry specific peer to peer groups, LinkedIn can be used for social selling which becomes more and more important. I think Social Selling gives sales people the opportunity to make a strong influence in purchase decision making process.

  4. Jessica says:

    Pinterest Search: The Visual Web and Fragmentation of the Consumer Journey
    21 January 2016


    Pinterest has much more potential than it is currently perceived- it is the new visual search tool. The way Pinterest differs from Google is the fact that people discover something instead of searching something. Pinterest is a really product focused platform. What makes Pinterest unique is the tipping point between consideration of a product and point of purchase. There is a direct link between Pinterest and the Website or e-shop of a company. I think it is more relevant for B2C industries. In my opinion, this is the reason why it shortens the customer journey.

  5. Nicole says:

    Marketing Game Changers for the Future


    According to the article the main challenge for companies in future will be to form a bond with their customers. This makes delivering real value to the customer even more important. It also implements to run the golden thread through the marketing campaigns to get customer loyalty in the online and offline world.
    Companies need to keep this in mind, especially when choosing the tools for the next digital/ social media marketing activity.

  6. Ricardo says:

    Digitalisierung des Handels
    Audi-Vorstand erteilt Internet-Vertrieb eine Absage

    07. Januar 2016


    In my opinion this shows a very old school way of thinking and also the argument that they have a very wide range of models is not sufficient for this decision.
    Sure it is of course important that the customers get the chance to see, feel, touch and test the cars at the dealer but they should have the chance to buy them directly from Audi online.
    A car is mostly a high involvement product at least in the case that you need a new one. So a lot of potential customers search the internet regarding information about their favorite cars. Audi also offers therefor their care configurator where you can create your car the way you like also with the complete prices. Why the customers than have to visit a dealer to waste time and tell him the same configuration wishes again?
    Especially the younger generation that is part of the so called “Digital Generation” compare and buy a lot through the internet often they do not like to visit a dealer.
    For Audi who always claim “Vorsprung duch Technik” it would be a big chance to be next to Tesla one of the first to offer this possibility.

  7. Simon says:

    The Digitalization of Marketing – no date found


    I do fully agree with the article and I would take it even one step further as not only CIOs and CMOs need to work more closely together but it needs to be understood who digital changes the ways of most departments of a company such as engineering or R&D. When it comes down to taking advantage of this technical revolution a modern company needs to analyze it entire business model from bottom to top to ensure that all its functions and process are aligned with the technology to take the most out of it.

  8. Simon says:

    5 Dangers of Social Media to Discuss With Your Kids – no date found


    I fully agree with the content of the article a 100% and the topic is becoming even more critical if parents are not on top of the technology it advantages and potential dangers. I see it being a necessity for parents to understand and use social media in a responsible way in order to be a good role model for their kinds by showing them how to benefit from the great opportunities this technology is offering and make them aware of the potential risk by showing them concrete examples of individuals misusing social media.

  9. Darina says:

    Which Way for the Whitepaper? by James Foulkes, 10 February 2016

    Combination of both – Digital and Paper

    I definitely agree that the attention spans are decreasing. It has become more difficult to deliver brand messages because of the information and picture overload/overflow. In addition people have less time, the world is spinning faster than ever. But in my opinion there is even more white paper than before. Almost every wall and every building is covered with papers and messages. Therefore whitepaper is still relevant, but it is important to use it wisely. The combination of digital channels and whitepaper is crucial. It´s all about using it right and at the right time!

  10. Darina says:

    The Impact of Mobile on Consumer´s Health by Francesca James, 15 February 2016

    More Investment into Mobile

    Almost everyone has a cell phone or even more than one. Most people can´t imagine their life without their mobile anymore, they take it with them everywhere they go. Therefore it has an impact on daily life for sure. That´s why companies should spend more money into mobile to reach the consumer’s needs.

  11. Bernd says:


    I agree with the article and the mentioned trends that they are in the spotlight 2016. The pressure is on the Marketers in 2016 to get attuned t what customers need. Each one of has to challenge himself/herself or the team to get more innovative and collaborative to create stronger experiences for your prospects and clients.

  12. Bernd says:

    Click to access Whitepaper_IDGBigDataForMarketingandSales.pdf

    I agree with the point that an enterprise CEO should be behind the big data for Marketing and Sales to be able to run the company effectively. The biggest problem they face is that the data is not accurate due to various reasons like e.g. duplications, gaps and multiple databases. Digital and social media allows the enterprise to better classify the incoming data streams and have the higher data accuracy.

  13. Bettina says:

    title of the comment: 4 Ways to Keep Digital Customers Happy by James Williams


    publication date: 17 December 2015

    comment on the article:
    I totally agree with the statement in the article which says that satisfied customers are repeat customers. But I would take it even one step further, because satisfied customers are satisfied but not excited by definition. According to the KANO model the basic requirements have to be fulfilled to satisfy the customer’s needs. But it should be the aim of each company to accomplish more. It’s about the attractive quality to inspire the consumers. That’s what keep the customers happy. But we have to take attention, because quality requirements can quickly become basic requirements for the consumers. Therefore: Always keep trying and do not rest on one’s laurels!

  14. Bettina says:

    title of the comment: Driving Customer Loyalty in a Digital World by Malcolm Fogarty, Global Digital Director, TCC Global


    publication date: 24 February 2016

    comment on the article:

    I totally agree with the statement in the article which says that customer loyalty is now harder to achieve and maintain through and in the digital world. This is based on the possibility for every single customer to be informed, informed about the different possibilities, the different products and the different prices. Besides this it is based on the customer reviews, because people nowadays place importance on someone’s opinion – nevertheless if the people know this person or not. Through the digital world it is harder for the companies to build up an emotional connection to the costumer. But this part of the relationship to the costumer must not sweep under the mat. It is the emotional connection which leads to customer loyalty. It will be THE challenge for the companies in the future to create ideas how to build up emotional connections to the consumers through the digital world. I’m curious about it.

  15. Liya says:

    Title: The Key to Start up Visibility: Let Customers Do the Work for You

    Link: http://www.entrepreneur.com/article/270797
    Resource: Entrepreneur Media
    Publication date: 22 February 2016

    Advertising and rising awareness about a company is always a big problem for each business and especially for start-ups. Limited resources, lack of time and organisation – just some of challenges that new company may face. Author suggests a nice solution: do not spent money and time for marketing and let your customers do this. Through creating viral content, loyalty programs, customers/testimonial review and connection to social medial new company may reach needed visibility.
    I absolutely agree that such campaigns are much efficient then billboards or TV advertisements. However, I don’t think that this method will be much cheaper and easier than standard marketing ways. Any good viral complain need GOOD content and it not easy thing to do, as well as positive reviews will follow qualitative service and good reputation. The same may be said about tie connection with social media, yes it may raise a visibility, but what kind of visibility?
    In my opinion, all this methods is more about moving further on the steps of web evolution from passive receiving information to interaction between company and customers. To make this movement start up has to invest sometimes more resources (time, finances) than for standard methods of getting new customers. It is needed new and clear business and social-media strategy (what is a big problem for start up by itself), professional help with creating original content and a lot of communication with customers.

  16. Liya says:

    Title: Mobile Technology is Reinvigorating the Sales Floor

    Link: http://digitalmarketingmagazine.co.uk/customer-experience/mobile-technology-is-reinvigorating-the-sales-floor/3191
    Resource: Digital Marketing Magazine
    Publication date: 19 February 2016

    I agree with the author, today on-line shops are big competitors to off-line, they have greater assortment, no queues, 24/7 availability and many others advantages. Possible disadvantages, such as long delivery time, insecure payments, lack of visibility, are minimized. However, off-line stores still have a lot of advantages, which are unavailable in Internet: human interaction, immediate item collection, safety payments and full information about a product.
    The idea of Author is simple and great at the same time: illuminate disadvantages of brick-and-mortal stores and empower their advantages. His suggestion is to provide sales-forces with maximum available information that customer can need, make them multitasking and together with actions against queues it could provide perfect USP for off-line store.

  17. Katharina Feyel says:

    Titel: Mark Zuckerberg Has A Plan To Bring Facebook Users Into Virtual Reality

    Publication date: 24.02.2016

    Link: http://www.forbes.com/sites/kathleenchaykowski/2016/02/24/mark-zuckerberg-has-a-plan-to-make-virtual-reality-social/#9c471af79590

    It is really important to think ahead if you want to be a successful company, no matter in which kind of industry you are in. Take the example in the given article. Zuckerberg is crating new teams in the Facebook company to develop new technology to play the game of Social Virtual Reality one step further. He is really thinking into the future and is not stuck in the gained success of current demand.
    Another crucial aspect I got out of the article is, that Facebook is sticking to their core business, namely networking people all over the world. They apply the same approach to the innovative media of VR.
    I learned that it´s important to keep sight of your main business strategy but be innovative and serve the customers need with new, more convenient technology. And always be sure to create an additional value.
    The article argues also the fact that people aren´t always ready for the latest technology. (Take the example of Google glasses) For Facebook, this is the biggest obstacle in the whole innovation process. Be sure that the users are ready for. If we think of the future intentions of Zuckerburg concerning the habits of customers; Do we really want to wear virtual Glasses every day? Maybe.

  18. Katharina Feyel says:

    Title: Mobile Spearheads Digital Video Advertising’s Growth

    Publication date: 22.02.2016

    Link: http://www.emarketer.com/Article/Mobile-Spearheads-Digital-Video-Advertisings-Growth/1013611

    If the trend will go on, then companies also in Europe (not just in US) should be aware of. Desktop usage is declining while mobile usage rises. So it is important that ads are compatible on every devise.
    Videos have the ability to address emotions more than pictures. Here lies a lot of potential which is currently unused by many companies. But to sustain on the market, video ads (especially on Social Media) is essential. Also stick to the new market habits is essential to be part of the game.
    What is more, be aware of other channels too. The emphasis on online video advertisement should not exceed the whole budget. Neglecting classic ways of advertisements may cause holes in the defined marketing strategy.

  19. Sarah Kuhn says:

    Driving Customer Loyalty in a Digital World


    Publication date: 24 February 2016

    I agree with the statement that loyalty „programs“ should be surprising because of the digital transformation. But it should not be too much. Companies should beware the effect a surprise has, otherwise customers will get used to it and look for something else. Also should be looked out what the direct competition is doing. The worst mistake is to copy the surprise. Than there won’t be a surprise effect at all and customers will be confused which company the campaign came from.
    I also agree with the point that their should be more emotional connection. It is some of the first topics marketing students learn, appealing to emotions will help to get attention and stay in the mind of the customers.
    The last, personalization, is of course important. I just did not understand why it is an extra point mentioned in an article about building up loyalty. I think it goes without saying that personalization can be key to make a consumer a loyalty customer. No matter if digital or not.

  20. Sarah Kuhn says:

    How Marketers Can Help the Digital Services of Local Authorities


    Publication date: 25 February 2016

    I totally agree with he authors that local authorities need to do more for their digital presences. The mentioned survey is showing that there is a lot of potential for digital growth. Other surveys also show that people are constantly online in some way and it is a fact that the world wide web is the first contact point when searching for information. Therefore local authorities should not only provide more services online but als should work on the appearance of their websites and apps.
    And I think the author made a good point with saying out loud that marketers should support authorities by i.e. lower costs.

  21. more says:

    Outstanding post, you have pointed out some outstanding points , I as nicely believe this s a really good web site.

  22. Katharina M. says:

    Why Influencer Marketing Is The Next Hottest Thing In B2B Marketing


    Source: http://www.forbes.com
    Author: Shama Hyder
    Published: 2/7/2019 (hopefully that is okay, although it is one day newer than required)

    When talking about influencer marketing B2C marketing comes to ones mind. But obviously it is althou a suitable tool for B2B marketing – which really surprised me. Since we did not touch that topic in detail in our lecture I wanted to share this article with you.

    Just two exciting ideas from the article:

    Also in B2B it is a good strategy to work with authentic micro- and nano-influencers – something we also talked about in the lecture. Interesting and good to know that it does not always have to be the big name that brings you the desired results.

    “A brand’s employees are a vastly underappreciated resource”. That is an interesting approach. Enthusiatic employees can become authentic advocates for the own brand – for low or little money.

    In my opinion the content is linked to phase 2 in the digital evolution.

  23. Katharina M. says:

    The Business Value of Augmented Reality


    Source: Wall Street Journal Blog
    Author: Irving Wladawsky-Berger
    Published: 5/7/2019 (hopefully that is okay, although it is newer than required)

    Interesting article on AR as the solution to overcome the discrepancy of the three dimensional reals world and the (till now) two dimentsional “screen-world” of digital devices.

    As Tom mentioned in our lectures also the author agrees that the combination of machine and human capabilities will lead to best results that either of them could reach alone.

    This article was interesting to me beacuse I can hardly immagine in which fields AR can be used and what the advantages are. The article briefly shows some and helped me to immagine some fields of application.

    Related to phase 3 of the digital evolution.

  24. Marius Weltz says:

    Sentient Marketing: Customer Engagement At The Speed Of Data


    Forbes, Mohanbir Sawhney, Jan 14, 2019

    The article resolves around the statement that we are at the threshold of a new era in marketing, – sentiment marketing. A vision for customer engagement that is powered by data brought into context, scaled with automation, and personalized through AI. By this it covers elements of phase three of the digital evolution. Sentient marketing is a set of capabilities and processes that enable enterprises to create personalized customer engagement at scale and in real-time. Customer journeys need to be nurtured with content that is relevant, timely, and useful for the customers. The goal of dynamic content in sentiment marketing is to match content with intent.

    This is interesting because with this an enterprise can sense and respond intelligently to events in its environment. It functions like a living organism, continuously sensing and responding to its surroundings to make autonomous decisions at high speed, at large scale, and in real-time. Essentially, everything that an enterprise knows about the customer is brought to bear on every interaction with each customer in order to improve the next interaction with the customer.

  25. Marius Weltz says:

    The Latest LinkedIn Update Means Bigger Wins For B2B


    Forbes, Shama Hyder , Jun 28, 2019

    On LinkedIn 80 percent of B2B leads from social media are generated. On Linkedin users have the ability to contribute content and can actively interact in discussions with other users. This places the content of the article in phase two of the digital evolution. As this article deals with changes on the Linkedin platform for business sites it can be linked to the customer journey covered in class.

    LinkedIn is mostly used in the early stages of the customer journey and therefore it is interesting to see how it can be used to improve in creating awareness and generating leads.

  26. Louis Hoffmann says:

    “You’re not in tourism – a digital world means you’re in entertainment”

    By Charles Cunningham – Sparkloft Media July 12, 2019

    The article deals with the correct handling of users in the field of social media and the dis-tribution of content and is thus part of the 2nd phase of digitization.

    It shows how social media advertising for tourist destinations differs from classic products. The focus is on the authenticity of the content. Followers do not want to see the polished, perfectly illuminated cinematic spots of a region nor the perfectly staged food and influ-encer stories which may be beautiful but meaningless. The decisive factor in communi-cating with the guests is contact at eye level and thus a message that puts the experience in the foreground, not the purchase or booking.

    Regarding the course, the article underlines that the noise on social media is one of the biggest challenges for companies today. The battle for the user’s screen time is fully in progress, yet it is important not to lose focus and put content above customers. Facebook and co have recognized this and are changing their algorithms so that the content that friends and relatives like, share and publish appears more frequently. The interaction with the customer himself is therefore more important than ever.

    “What can we learn from top tourism boards about the digital experience?”

    By Iñigo Valenzuela – Smartvel June 25, 2019

    The article deals with tools that allow the user to individualize his stay and to further en-hance the travel experience. On the other hand, the basic requirements of company tools for travel planning and published content are in focus, which is why I would not assign the article to a specific phase. Depending on the company’s own orientation and target groups, it contains information on all phases – from pure content distribution to interactive AI tools, various scenarios are conceivable.

    The article deals with the changing international influences on tourism, in particular digitiza-tion and the influence of the internet. Due to the increasing networking of tourists, online tools are becoming increasingly important and have become an important part of holiday planning and travel itself. Therefore, it is important to examine all phases of the customer journey as DMO exactly and to professionally guide the guest in every step. Thereby a distinction is made between the offered channels in general considerations (languages, channel selection, mobile support) and content-related aspects. The content is regarded as the heart of every website and a central component of a digitization strategy.

    With regard to the course, the article shows that the requirements of Generation C are also noticeable in the tourism industry. Thus, only the destinations are perceived and actually evaluated as interesting from guests, which exhibit a high degree of interesting content and simplicity in handling – love brands therefore exist in every industry and are decisive for the success of the own website/digital channels.

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