- 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
DM_Digital Messed Up Marketing
DM_DVM_Technology As A Facilitator
DM_Digital Marketing Funnel
DM_DVM_Extreme Customer Centricity
DM_Social Media Can Be Hard
Generation C – 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 = 12 July 2019 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!)
- 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 1/1/2019 and 1/7/2019.
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.)
- 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 July 6th, 2019 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?
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