Digital Marketing in Concepts

May 18, 2014

Digital is not a medium, it is a channel. Digital is a chameleon: it may be interruptive, inbound or networked. Digital is not mainly a technology, it is an approach where the technology is the engine, data is the fuel and people, the human, are in the driver’s and in the passenger’s seats. Digital is an exploding professional field with real job opportunities. Oh, and digital is increasingly mobile!

But digital is a really conceptual field, where data play even with creativity. Here are the concepts that have structured the #LIVErtising course this year. To understand the three categories, read my previous post where, in terms of “three stones of knowledge” I provide the necessary LIVErtising exam information.

Core concepts:

2.0 communication model – adsense – adservers – advertising models evolving – AIDA model – amplify – analytics – app vs mobile site – bottom-up – CDJ – changing consumer – content marketing – context – conversation – cookies – CPA – CPC vs CPM – destination web – display advertising – earned media – empowerment – engagement – evolution of TV – generation C – generation P – Google – IAB – inbound marketing – interruption advertising – landing page – listening – listenomics – measuring online activity – media advertising expenditure – mobile – mobile capabilities – mobile context – mobile design – mobile first approach – networked communication – online – optimisation – organic results – owned paid earned media – participation – people – permission marketing – positioning – presence vs strategy – presence web – prosumer – SEA – search – SEO – SEO evolution – SEO is dead – sharing – social media – social media myths – social media presence – social media strategy – social TV – SOLOMO – sponsored results – targeting – top-down – tracking – trust – user value – UX – web = C-L-R

Supporting concepts:

A/B testing – Ad Exchange – API – affiliation – Chris Anderson – backlinking – black hat – bounce rate – classified – the Cluetrain Manifesto – Coke on social media – consumer reviews – contextual vs behavioural – conversion – cost of listening tools – CTA – CTR – dashboard – Doritos – edgerank – embedding – free – friction – Google algorithm – Havas media – hub website – internet of things – KLM – KPI – lead generation – local SEO – Marketing Grader – media consumption – media consumption – mobile SEO – mobile wallet – Evgeni Morozov – native advertising – OFF-page – ON-page – outreach – page load speed – Pagerank – paywalls – re-marketing – responsive design – RSS – RTB – second screen – sentiment analysis – SERP – Clay Shirky – showrooming – silos – social graph – social media monitoring – social research – social shopping – social TV – split testing – SRP – tablets – tags – test incognito – time shifting – touchpoints – universal analytics – universal search – use of online devices – video SEO – visual search – wearable devices – website defficiencies

Illustrating concepts

#McDoStories – 48ers – Addictomatic – Adrank – Alternion – Auchan – AVG Privacyfix – Beacons – BP Public Relations – C&A Brazil – cloaking – Collusion – Comcast – – content spinning – Craigslist – Cyfe – Digimedia – Eyequant – Feedly – Follow2Unfollow – freemium – G Alerts – G Glass – G goggles – G Trends – Glympse – golden triangle – hashtag – horizontal vs vertical – HTML tags – Hummingbird – Icerocket – Kurrently – link farming – – miserable failure – Netvibes – NFC – pagespeed insights – Panda – Penguin – Pinterest – Radian 6 – Screamingfrog – SDL SM2 – SEO-browser – Slideshare – Socialmention – scraping – Statcounter Global Stats – Superbowl – Synthesio – Talkwalker – Tapptic – Technorati – Telenet – thinkwithgoogle – Topsy – Uber – video sitemap

This list is the complete set of concepts for the exam. It is slightly different from the preceding one to stick better to the completed course. All concepts feature in the course. However, if there is any hesitation, please fire your questions as a comment below. I will sure answer them as a comment too, so that everyone will be able to benefit. OK?

By Jean-Pierre Ranschaert

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19 Comments. Leave new

Hello Mr Ranschaert,

I don’t understand what does “friction” mean and in which context ? Do you talk about he use of mobile where friction is removed in the use of a service?

Thank you for your answer 🙂


“Friction” is a very general concept in marketing that describes everything that could prevent anyone from converting, from buying. Your marketing efforts should be streamlined in such a way that friction is limited as much as possible. Examples are limitless: online it could be the fact that customers do not find your site easily, that it is not user-friendly, that the CTA buttons are below the fold or do not stand out, that the landing pages are poor, that the e-shop does not work well, that you ask too much information in a form: all this will make people leave your site rather than convert.

One situation where I found “friction” was useful to explain the case is Uber: as it removes many of the steps cab users have to take in order to get a taxi, it smoothes the process, makes it much more user friendly. In other words, it removes friction. Consequently, it is inherently more adapted to people’s expectations. This is what happens when you buy pictures from rather than from a traditional photo agency, or when you use Youtube to promote a video rather than broadcasting it on traditional media, what happens when you advertise on Craigslist rather than through the classified ads in a print newspaper, … . Most web 2.0 technologies owe their success to the fact that they remove much of the friction of more traditional ways of working.

See what I mean?

Now, this leaves out some other types of questions: if Uber, or any other similar concept/company is bound to succeed, is it acceptable competition for traditional cab companies? Many sectors will have to face the danger this frictionless approach represents for them, like the music and film industry still has to find alternatives to selling CDs. Friction removal can even be illegal: much of the medicine you can buy online (very little friction: no need to see a doctor, get a prescription, go to the chemist’s, …) is fake and dangerous!


It’s very clear! Thank you so much!


@LIVErtising in the core concepts is this what you mean by “amplify” ?


No Quentin, it’s not “”, just “amplify”: participative communication goes beyond building your presence (interruptive, traditional, top-down communication) and engagement (bottom-up, permission, inbound marketing), it should lead to amplification (networked communication) where your audience disseminated your message to their own netword, acting as advocates, as evangelizers who not only trust you but want to tell everyone. This features in the very first keynote, it inspires the evolving communication models, it structures the new CDJ, …


@LIVErtising in the illustrating concepts, does “golden triangle” refer to the triangulation of GPS, wifi and IP? Thanks 🙂


This is indeed triangulation. But with “golden triangle” I am referring to the first heatmaps showing how searchers read SERPs, focusing on the first and leftmost positions only (for cultures that read from left to right). With the introduction of universal search, this triangle is no longer relevant, SERPs are read in a different way that resembles an F or E shape, giving us another reason to abandon “being number one on Google” as a realistic goal for SEO.
Are you following me?


Dear Mr Ranschaert,

It’s me… again!

In your core concepts, by “optimiSation”, do you talk about SEO or the way to optimize a web page?

Thank you so much!


“Optimisation” is indeed a concept that pops up in many places, “local optimisation”, “video optimisation”, “social media optimisation”, LinkedIn profile optimisation, … . Now, if you consider that SEO needs to be understood as search


optimisation, no longer as search


optimisation, you’ll understand that all instances of optimisation can be gathered under SEO .
Do you agree?

Margaux Doucet
May 24, 2014 11:56

Sir, I don’t quite get the difference between Ad Network and Ad Exchange. And how does Ad Network actually work ? I am a bit confused..


Hello Margaux,
have you watched the video I used during the lecture at your ease: ? You’ll see there that an Ad Network is a broker, a digital media sales or buying company. It buys or sells inventory, i.e. space/time on digital media platforms. An ad network is a company. An ad exchange on the contrary is a market place, an exchange where an auction system working in real-time, i.e. in a split of a second, can match demand for and supply of digital advertising space/time. This system is called RTB, for Real Time Bidding. It is not a company, it is an automated platform.
Watch the video again, bearing this in mind, and you’ll get this better. You can find some more here: .
In all cases, I strongly recommend watching all the videos carefully, to grasp the message.
All right, Margaux?

Margaux doucet
June 3, 2014 13:50

Thank you very much for your answer. I’ll watch the video once more and more carefully.

Emilie Muls
May 22, 2014 13:25

Dear sir,

I was wondering how far do we have to go into our definitions of these concepts?
For example, for CDJ there is a complete text about it and I don’t know where to stop my description of CDJ which is very long until now and i haven’t finish the text yet!

On the other side, some other concepts have a small definition… So i’m a little bit lost 🙂

Thank you in advance for your answer


Hello Emilie,
You’re right in stating that some concepts have been covered explicitely far deeper than others. But this should not be a difficulty: what will set a convincing answer apart from a poor answer is what you will do with the concepts, what possibilities you will open with them. If a clear explanation of the CDJ is a good starting point, I’ll be very interested to see how you connect this to the complete picture we have been trying to sketch; it connects to listening, to the three stages/types of communication, to increasing mobility, to local SEO and showrooming, … . Now, this is something you can also do with a concept such as “prosumer”, which we have only briefly named, and where you have no background text.
This means that for each of those concepts you should: (1) understand them clearly so you can explain them clearly – (2) build a network of connected elements. This will show that you can start anywhere in this conceptual and professional universe and navigate it, insisting on the important elements and on their meaning in terms of professional practice.
Are you still lost? Hope not!

Hélène Lebbe
May 21, 2014 17:10

Dear Sir,

Are all the articles from the blog in the “reading file” ?

Thank you,



Hello Hélène,
I’m not sure I get your question correctly. The complete reading file, i.e. additional background reading, is available on the Skydrive (!7652&authkey=!AJzWu7CRZzCBz6c&ithint=folder%2c.pdf). But this is different from the blog, where I regularly post materials to complete the course.
Does this answer your question, Hélène?

Gabrielle Daumen
May 18, 2014 16:20

Dear Sir, I have a question: does this new list of concepts remplace the other one? Or is it just additional?


Hello Gabrielle,
both lists are very close with much overlap. I have just modified it slightly to make both lists match even better. But only the second one in the present post is complete and corresponds exactly to the completed course. This is the one you’ll pick your three concepts from on the oral exam.

Gabrielle Daumen
May 19, 2014 12:43

Ok Mister! Thanks


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