Digital Marketing Fundamentals - 1st edition 2018
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Advertising models
Earnings model in which the revenue stream originates from payments for advertisements that are placed by third parties.
Auction Model
Earnings model in which revenue is generated by bringing together supply and demand for a specific type of product, at a specific time and in a specific place in order to determine the price and sell it to the highest bidder.
Automated services
A form of self-service that makes use of automated processes.
Bait and hook model
An earnings model in which a basic product serves as bait and is placed on the market very cheaply, while the profit comes from other obligatory parts or additions.
Beacons
Small devices in physical spaces (such as stores) that capture signals from smartphones and wearables that are nearby and respond to them.
Bricks-and-mortar
The physical sale of products via retail and brokerage.
Brokerage Model
Earnings model in which revenue is generated by bringing together supply and demand, organising and facilitating transactions as well as contributing relevant expertise.
Business model
Description of how the company creates value for customers and is then compensated in the form of revenue.
Business model canvas
A model by Osterwalder and Pigneur (2009) to visualise business models in nine components or building blocks.
Business model innovations
Renewing the existing business model in order to create more value for the organisation.
Co-creation
Co-creation: Working method used for realising business processes in collaboration with customers or other stakeholders.
Command and Control functions
The way in which digital equipment can be operated remotely.
Community
Online community of people with similar interests.
Confrontation analysis
Examining the consequences of the organisation’s strengths and weaknesses in relation to expected market developments, opportunities and threats.
Core processes
The processes that enable the organisation to successfully deliver value to the customer and to achieve a competitive advantage.
Earnings model
The organisation's revenue sources, the most significant costs and how the organisation will make a profit. Also referred to as: Revenue model.
Entry model
Earnings model that implies that the use of an online service is partially free. The user only has to pay if he wants to make use of more or other features.
Fit
Internal consistency of the components of the business model.
Freemium model
Earnings model that implies that the use of an online service is partially free. The user only has to pay if he wants to make use of more or other features.
Key resources
Knowledge, money, systems and other tools that an organisation uses within its value chain, that are a decisive factor in the success of the business model.
Mission
The description of the organisation's raison d'être.
Personal Assistance
Direct, personal contact with employees during or after, for example, sales in stores, via call centres, by email or online chat.
Personal representative
An employee of an organisation that is bound to a specific customer and maintains a long-term relationship with him or her.
Profit boosters
The possibilities for strengthening and enhancing the organisation’s goals in the long-run.
Sale of user data
Earnings model in which revenue is generated by selling the collected user data of a website or app or making them indirectly available to third parties, who then use it for marketing communications or market research.
Scenario
The description of a possible future, based on assumptions and suppositions about developments that are relevant to the market.
Self-service
A way of managing customer relations, enabling customers to acquire the necessary information and services themselves.
SMART
Specific, Measurable, Acceptable, Realistic and Time-bound, requirements for formulating performance indicators and marketing objectives.
Software as a Service (SAAS)
Method of distributing software in which the software runs on the provider's servers and is accessible to the customer via a network such as the Internet.
Subscriptions
Earnings model in which the revenue stream originates from fixed periodical customer payments.
SWOT analysis
The entire process of identifying the opportunities and threats in the market, determining the strengths and weaknesses and conducting the confrontation analysis.
Ubiquity
When data can be sent and received anywhere and at any time (omnipresence).
Uniqueness
The degree to which the business model is unique and distinctive in terms of customer segments and its ability to earn money.
Value proposition
Offer in which the organisation solves a problem for its customers.
Vertical integration
When an organisation integrates as many activities from the supply chain as possible within its own company.
Vision
Shared concept for the future that has been formulated by the organisation's management.
Wearables
Devices you can carry/wear on your body and that collect personal information, such as the number of steps you take or your heart rate.
Yield management
Method for optimising the occupancy rate by means of pricing.
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