Summary of Introduction to Digital Marketing

Introduction to Digital Marketing: A Student Guide

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Introduction

Personalisation in paid media and advertising means tailoring messages, offers, and experiences to individual customers or defined customer groups. Today’s consumers expect relevance: brands that deliver personalised experiences build trust, increase engagement, and boost conversion rates.

Definition: Personalisation — the process of delivering tailored content, recommendations, or advertising based on a customer’s past behaviour, preferences, or context.

Why personalisation matters

Customers receive thousands of messages daily and ignore irrelevant ads. Personalisation helps brands cut through the noise.
Personalised experiences make customers feel understood and can increase loyalty and purchases.
Organisations use personalisation to differentiate themselves and create meaningful interactions that simplify purchasing decisions.

💡 Did you know?Fun fact: According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

Core components of personalisation

1. Data sources

First-party data: behaviour on your site or app, purchase history, subscription info.
Contextual signals: location, device, time of day.
Interaction data: clicks, watched content, abandoned carts.

Definition: First-party data — information a company collects directly from its customers through its own channels.

2. Recommender systems

Use algorithms to suggest content or products based on past actions.
Common in streaming (Netflix, Amazon Prime) and ecommerce (product suggestions, “you left items in your cart”).

Example: A streaming service recommends a show because the user previously watched similar genres and rated related titles highly.

3. AI and automation

AI analyses patterns and scales personalised messaging across channels.
Automation triggers messages like “you left an item in your cart” or “we added a movie you might like.”

Definition: Recommender system — an algorithmic system that suggests items (content or products) to users based on data and learned preferences.

IoT and location-based personalisation

IoT devices and geofencing enable location-based ads and in-the-moment offers.
Geofencing: serve ads when a customer enters a defined geographic area.
Useful for driving foot traffic: send a targeted offer to users nearby.

Table: Examples of IoT-driven ad tactics

Tactic	What it does	Real-world use
Geofencing	Delivers ads when users enter a location	A coffee shop sends a discount to phones within 200m
Remarketing via IoT signals	Retargets visitors who engaged with site or app	Push notifications to users who abandoned a cart
Contextual push	Sends offers based on device and time	Retail promotes raincoats when forecast shows rain

Human-centred design in advertising

Place the customer’s needs and behaviour at the centre of ad design.
Use participation and feedback to shape campaigns that are relevant and transparent.
Human-centred approaches increase trust and ensure the ad experience feels natural and useful.

Definition: Human-centred design — a problem-solving approach that prioritises users’ perspectives and feedback throughout the design process.

People-centric marketing (AdTech + MarTech)

Combines advertising technology and marketing systems to deliver tailored experiences.
Focuses on user preferences and behaviour to optimise sales and responses.
Requires data-driven strategies rather than one-size-fits-all creative.

💡 Did you know?Did you know that the future of advertising is expected to be personalised, automated, immersive, experiential, and measurable, so much that it often won’t feel like advertising?

Benefits of personalisation

Improved customer satisfaction
Higher digital sales conversion rates
Stronger brand perception
Better website and ad metrics (engagement, time on site, CTR)

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Consumer Personalisation

Klíčová slova: Publishing & Educational Materials, Digital & Integrated Marketing — Education & Contributors, Digital & Integrated Marketing — Core Digital Marketing, Digital & Integrated Marketing — Planning & Strategy, Digital & Integrated Marketing — Marketing Fundamentals, Digital & Integrated Marketing — Marketing Strategy, Brand & Positioning, Digital & Integrated Marketing — Data & Measurement, Digital & Integrated Marketing — Customer Behavior & Journey, Customer Behavior & Experience, Customer Research & Personas, Customer Motivation & Drivers, Consumer Behavior Theory, Core Market Research Methods, Online Market Research, Digital & Integrated Marketing — Research & Tools, Digital & Integrated Marketing — Tactics & Execution, Search & Organic Marketing, UX & Product Experience — Core UX Design, UX & Product Experience — Website Design & IA, UX & Product Experience — Mobile & Responsive UX, UX & Product Experience — Content & UX Writing, Web & App Development — Web Design, Web & App Development — Web Engineering, Web & App Development — Mobile & Responsive, Web & App Development — Performance & QA, Ecommerce & Online Sales Strategy, Mobile & Social Ecommerce, Ecommerce Site Setup & Infrastructure, Payments & Fulfilment, Marketing, Analytics & UX, Content & Copy — Content Marketing, Content & Copy — SEO & Web Writing, Content & Copy — Content Planning & Strategy, Content & Copy — Content Audit & Optimization, Content & Copy — Content Creation & Production, Content & Copy — Channels & Distribution, Content & Copy — Copywriting & Messaging, Content & Copy — Foundations & Terminology, Content & Copy — Advertising Copy & CTAs, Content & Copy — Video Marketing & Platforms, Content & Copy, Content & Copy — Video Advertising & Monetization, Content & Copy — Video Measurement & Analytics, Social Media & Community Marketing, Facebook Marketing & Features, YouTube Marketing & Features, WhatsApp Business & Marketing, Instagram Marketing & Features, TikTok Marketing & Features, Social Media Analytics & Metrics, Social Media Platforms & Channels, LinkedIn Marketing & Recruitment, Paid Media & Advertising - Social Media Ads, Content Channels & Blogging, Community Engagement & Strategy, Social Media Management & Planning, Crisis & Reputation Management, CRM & Customer Experience Strategy, Customer Value & Loyalty, Digital & Mobile Customer Experience, CRM & Loyalty Program Management, E-commerce Loyalty Programs, Digital & Integrated Marketing — Advertising, Digital & Integrated Marketing — Content Strategy, Digital & Integrated Marketing — E‑commerce, Digital & Integrated Marketing — Web Tools, Digital & Integrated Marketing — Search & SEO, Digital & Integrated Marketing — Web Design, Digital & Integrated Marketing — Terminology & Glossary, Email & Lifecycle Marketing: Email + Mobile Channels, Email & Lifecycle Marketing: Mobile & Permission Messaging, Email & Lifecycle Marketing: Mobile Email Design, Email & Lifecycle Marketing: Core Email Marketing, Email & Lifecycle Marketing: Email Design & Personalisation, Email & Lifecycle Marketing: Deliverability & Reputation, Email & Lifecycle Marketing: Email + SMS Direct Marketing, Paid Media & Advertising - Search Ads, Paid Media & Advertising - Display & Programmatic, Paid Media & Advertising - Ad Tech & Platforms, Analytics, Testing & CRO - Digital Marketing Analytics, Analytics, Testing & CRO - Web Analytics & Tracking, Analytics, Testing & CRO - Google Analytics, Analytics, Testing & CRO - Google Analytics Reporting, Analytics, Testing & CRO - Web Analytics & CRO, Analytics, Testing & CRO - Conversion Optimization & A/B Testing, Paid Media & Advertising - Future & Trends, Paid Media & Advertising - Programmatic & AI, Paid Media & Advertising - Consumer & Personalisation, Paid Media & Advertising - Privacy & Regulation, Paid Media & Advertising - Content & Omnichannel, Paid Media & Advertising - Strategy & Leadership, Emerging Platforms & XR Marketing, Emerging Platforms & XR Blockchain, Emerging Platforms & XR Metaverse Concepts, Emerging Platforms & XR Spatial & Tech, Emerging Platforms & XR Ethics, Emerging Platforms & XR Business, Crisis & Contextual Impact

Klíčové pojmy: Personalisation tailors ads using customer data to increase relevance and conversion, First-party data, contextual signals, and interaction data are primary data sources, Recommender systems suggest content/products based on past behaviour, AI scales personalised messaging and automates triggered communications, Geofencing and IoT enable location-based, in-the-moment advertising, Human-centred design uses feedback to make ads more user-focused and trustworthy, People-centric marketing combines AdTech and MarTech to target preferences and behaviour, Transparent data practices and user control are essential to maintain trust, Abandoned-cart remarketing increases recovery of near-conversions, Segment by behaviour rather than assumptions for more precise targeting, Test and iterate personalised messages using engagement metrics, Provide clear privacy controls and explain how data are used

## Introduction Personalisation in paid media and advertising means tailoring messages, offers, and experiences to individual customers or defined customer groups. Today’s consumers expect relevance: brands that deliver personalised experiences build trust, increase engagement, and boost conversion rates. > **Definition:** Personalisation — the process of delivering tailored content, recommendations, or advertising based on a customer’s past behaviour, preferences, or context. ## Why personalisation matters - Customers receive thousands of messages daily and ignore irrelevant ads. Personalisation helps brands cut through the noise. - Personalised experiences make customers feel understood and can increase loyalty and purchases. - Organisations use personalisation to differentiate themselves and create meaningful interactions that simplify purchasing decisions. Fun fact: According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. ## Core components of personalisation ### 1. Data sources - First-party data: behaviour on your site or app, purchase history, subscription info. - Contextual signals: location, device, time of day. - Interaction data: clicks, watched content, abandoned carts. > **Definition:** First-party data — information a company collects directly from its customers through its own channels. ### 2. Recommender systems - Use algorithms to suggest content or products based on past actions. - Common in streaming (Netflix, Amazon Prime) and ecommerce (product suggestions, “you left items in your cart”). Example: A streaming service recommends a show because the user previously watched similar genres and rated related titles highly. ### 3. AI and automation - AI analyses patterns and scales personalised messaging across channels. - Automation triggers messages like “you left an item in your cart” or “we added a movie you might like.” > **Definition:** Recommender system — an algorithmic system that suggests items (content or products) to users based on data and learned preferences. ## IoT and location-based personalisation - IoT devices and geofencing enable location-based ads and in-the-moment offers. - Geofencing: serve ads when a customer enters a defined geographic area. - Useful for driving foot traffic: send a targeted offer to users nearby. Table: Examples of IoT-driven ad tactics | Tactic | What it does | Real-world use | |---|---:|---| | Geofencing | Delivers ads when users enter a location | A coffee shop sends a discount to phones within 200m | | Remarketing via IoT signals | Retargets visitors who engaged with site or app | Push notifications to users who abandoned a cart | | Contextual push | Sends offers based on device and time | Retail promotes raincoats when forecast shows rain | ## Human-centred design in advertising - Place the customer’s needs and behaviour at the centre of ad design. - Use participation and feedback to shape campaigns that are relevant and transparent. - Human-centred approaches increase trust and ensure the ad experience feels natural and useful. > **Definition:** Human-centred design — a problem-solving approach that prioritises users’ perspectives and feedback throughout the design process. ## People-centric marketing (AdTech + MarTech) - Combines advertising technology and marketing systems to deliver tailored experiences. - Focuses on user preferences and behaviour to optimise sales and responses. - Requires data-driven strategies rather than one-size-fits-all creative. Did you know that the future of advertising is expected to be personalised, automated, immersive, experiential, and measurable, so much that it often won’t feel like advertising? ## Benefits of personalisation - Improved customer satisfaction - Higher digital sales conversion rates - Stronger brand perception - Better website and ad metrics (engagement, time on site, CTR) ## Practical examples and ap