Assignment(s) – FHV Digital Marketing

FHV-students: You keep a digital record of all your assignments.  You hand in your portfolio on the due-date (1 February 2018– at 23:59)!

Please make shure to have a source reference where necessary, and that your name is on your portfolio!
Please label your document with the assignment name and your name.

You transfer your portfolio to  through!

1. Digital and Social = NOW
You search for 2 articles on the web about digital and/or social media marketing, which you comment on.
The title of your article = title of the comment on the Digital and Social = NOW – page
Your articles were published after  1/12/2016.
Hyperlink to the original article + resource of the article + publication date
Comment on the article (f.i. agree, disagree, experience, ….)

[Please be aware that for your comment to show, I’ve got to approve it. This can take up to 24h, so please be patient. After this approval you’re free to post any comments/articles.]
[You don’t need to insert this in your digital portfolio]

2. Evolution of Web (businesses)
Go to the previous section – web 1.0, web 2.0, web 3.0 …. a bird’s-eye on a definition.
Give for each type of web (1.0, 2.0, 3.0, 4.0) a business example (of an existing company) and explain why this that type of web company.
Prepare a brief presentation of your web 1.0 company.
Your presentation has
– an up-to-date company profile (name, core business, size, short history, number of employees, …)
– describe the ‘why’ if this company – what is the reason it exists!
– describe the current digital value proposition
– describe the customer journey of your customer (Who is your customer? Which generation? Describe diffenrent customer journeys if neccessary!)

For the FHV-students there is a restriction: You cannot take Amazon, Uber, LuluLemon, Apple, Starbucks, Domino’s Pizza, Nokia, Facebook, Push For Pizza, or Google.

3. Creating digital business value
(You work in groups of 2 or 3 students, BUT you build your own digital value proposition canvas for your web 1.0 business)
Add your group members name + company names to your assignment.

1 Describe the current digital value proposition,
Detect business moment in your customer journey.

2 Use those business moments to create digital value for your customer (web 2.0, 3.0 or 4.0)

3 Describe your new value propostion in a value proposition canvas (A.Osterwalder)
Describe the pains and gains that are solved by your value proposition.

At the end of saturday you have 5 minutes time to convince us of your value proposition.

4 You test your value proposition in the market (and adapt where necessary!) before friday 12 January 2018.

You hand your company presentation, your new value proposition canvas and customer journey. (max 3 pages!)

4. Creating value with digital in the core
Create a content strategy for this digital value for all different customer journeys (different generations?!)
Use the DigitalValueModel_v1 to augment your value proposition.

Out of thes digital value model you start to tell your story! (max 2 pages)
Pick your (digital) channels.
Add them on the Digital Value Model in the POES-Model.
You work out example of a 1 campaign

Saturday 13 of January you have 5 minutes to pitch your story and campaign!

You hand in your Digital Value Model, your story (max 2 pages) and your campaign example.

5. You evaluate your digital value on the digital value model.
You add 1 page of explanation to this evaluation.

Class Presentations

Introduction – Digital Messed Up The Marketing Model

Digital Generations

We are living in an information age

Classification of web technology

Cognitive Era

Web Round – Up

Creating Customer Value with a value proposition canvas

Creating value for post Demographic customers who want to be in a realtionship

Digital Expert – When digital becomes human

Digital Expert – The New Marketing Funnel

Digital Expert – Extreme Customer Centricity

Digital Expert – technology as a facilitator

Digital Expert – Selling Without Selling

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
Invisible Influence: the hidden forces that shape behavior, 2016, Jonah Berger


21 comments on “Assignment(s) – 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:

    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

    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

    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


    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


    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.

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