Marketingcommunicatie
Cases zijn uiterst belangrijk
Inhoudsopgave
1 Geïntegreerde communicatie................................................................................................ 5
1.1 Inleiding............................................................................................................................. 5
1.2 Marketing en de instrumenten van de marketingmix ............................................................. 5
1.3 Communicatiemix .............................................................................................................. 6
1.4 Integratie van marketingcommunicatie ................................................................................ 7
1.5 Geïntegreerde marketingcommunicatie in verschillende culturen ........................................10
1.6 Integratie van corporate communicatie ...............................................................................11
1.7 Onlinecommunicatie .........................................................................................................14
1.8 Factoren in de ontwikkeling van geïntegreerde en corporate communicatie ..........................17
1.9 Integratieniveaus ...............................................................................................................17
1.10 Case conversatiemarketing: Red bull ..................................................................................18
1.11 Cultural branding ..............................................................................................................20
2 Merkenbeleid ..................................................................................................................... 25
2.1 Inleiding............................................................................................................................25
2.2 Merken .............................................................................................................................26
2.3 Succesvolle merken ..........................................................................................................28
2.4 Merkstrategieën ................................................................................................................29
2.5 De merkenportefeuille .......................................................................................................31
2.6 Merkwaarde (brand equity) ................................................................................................31
2.7 De voordelen van een merkenbeleid ...................................................................................35
2.8 Marketingcommunicatie en merkwaarde ............................................................................35
3 Hoe marketingcommunicatie werkt ..................................................................................... 39
3.1 Een hiërarchie van effecten ................................................................................................39
3.2 Attitudevorming en -verandering.........................................................................................42
3.3 Het elaboration likelihood-model .......................................................................................43
3.4 Grote verwerkingswaarschijnlijkheid, cognitieve attitudevorming .........................................46
3.5 Kleine verwerkingswaarschijnlijkheid, cognitieve attitudevorming.........................................49
3.6 Grote verwerkingswaarschijnlijkheid, affectieve attitudevorming ..........................................50
3.7 Kleine verwerkingswaarschijnlijkheid, affectieve attitudevorming .........................................50
3.8 Grote verwerkingswaarschijnlijkheid, gedragsmatige attitudevorming ...................................55
3.9 Kleine verwerkingswaarschijnlijkheid, gedragsmatige attitude ..............................................56
3.10 De sterke en de zwakke theorie van de effectiviteit van marketingcommunicatie ...................57
1
, 3.11 Communicatie in het digitale tijdperk .................................................................................57
4 Effiebelgium cases ............................................................................................................. 59
4.1 Gold Effie: Proximus - AKQA - gedragscampagne .................................................................59
4.2 Gold Effie: VTM GO – Joe Public Belgium – gedragscampagne...............................................61
4.3 Silver Effie: Albert Heijn – happiness anywhere – merkimago campagne ...............................63
4.4 Sliver Effie: Engie – TBWA/Belgium – merkimago campagne .................................................65
4.5 Bronze Effie: DVV-verzekeringen – happiness anywhere – gedragscampagne .........................66
4.6 Bronze Effie: Aldi België – Serviceplan - gedragscampagne...................................................67
4.7 Effie finalist: Sunweb – brandcare – merkimago campagne ..................................................69
4.8 Effie finalist: Panos – DVLR DDB – merkimago campagne .....................................................71
5 Marketingcommunicatieplanning ........................................................................................ 73
5.1 Segmentatie, doelgroepbepaling en positionering (STP) .......................................................74
5.2 Marktsegmentatie .............................................................................................................74
5.3 Vereisten voor effectieve segmentatie ................................................................................76
5.4 Doelgroepbepaling ............................................................................................................77
5.5 Doelstellingen van marketingcommunicatie .......................................................................78
5.6 Stadia in de PLC en marketingcommunicatiedoelstellingen .................................................82
5.7 Campagnebudget .............................................................................................................83
5.8 Invloed van communicatiebudget op de omzet ...................................................................83
5.9 Budgetteringsmethoden ....................................................................................................85
5.10 Factoren die het budget beïnvloeden ..................................................................................87
5.11 Budgettering voor nieuwe merken of producten ...................................................................87
5.12 Budgettering voor onlinecampagnes...................................................................................87
5.13 Communicatiestrategieën .................................................................................................89
5.14 Communicatietactiek: tools en contactmomenten .............................................................92
5.15 Beheer en evaluatie ...........................................................................................................92
5.16 Customer journey map ......................................................................................................92
5.17 RACE planning framework..................................................................................................92
6 Reclame ............................................................................................................................ 93
6.1 Mobile marketing: het nieuwe normaal ...............................................................................93
6.2 Mobile marketing & advertising...........................................................................................94
6.3 Responsive design ............................................................................................................98
6.4 Mobiele app-strategie definiëren ........................................................................................99
6.5 Belangrijkste trends in 2024 ............................................................................................. 100
6.6 Digitale formats ............................................................................................................... 103
6.7 Oorzaken en gevolgen van door reclame gewekte irritatie .................................................. 106
6.8 Reclame en merkverwarring............................................................................................. 107
2
,7 Direct marketing ................................................................................................................ 109
7.1 Inleiding.......................................................................................................................... 109
7.2 Direct marketing als marketingcommunicatie-instrument .................................................. 109
7.3 Doelstellingen van direct marketing .................................................................................. 110
7.4 Media en instrumenten voor direct marketing .................................................................... 111
7.5 Databasemarketing ......................................................................................................... 114
7.6 Relatiemarketing ............................................................................................................. 117
8 Go-to-market .................................................................................................................... 120
8.1 Stap 1: identificeer het probleem of de kans ...................................................................... 122
8.2 Stap 2: definieer de targetgroep ........................................................................................ 122
8.3 Stap 3: onderzoek de concurrentie en de vraag.................................................................. 123
8.4 Stap 4: beslis de kernboodschap voor potentiële klanten ................................................... 123
8.5 Stap 5: stel de buyer’s journey op ..................................................................................... 124
8.6 Stap 6: kies de marketingkanalen ..................................................................................... 125
8.7 Stap 7: creëer een verkoopstrategie .................................................................................. 125
8.8 Stap 8: zet concrete doelen .............................................................................................. 126
8.9 Stap 9: creëer duidelijke processen .................................................................................. 126
9 Buyer’s journey.................................................................................................................. 127
10 Meten van campagne-effectiviteit ...................................................................................... 131
10.1 Inleiding.......................................................................................................................... 131
10.2 Reclameonderzoek ......................................................................................................... 132
10.3 Pretesting ....................................................................................................................... 132
11 Invloed van digitalisatie en AI op B2B aankopen, verkopen en marketing .............................. 135
11.1 Uitgewerkte voorbeelden ................................................................................................. 140
12 Examendoelen Roland Gerets ............................................................................................ 140
13 Agency strategy & campaign insights .................................................................................. 141
13.1 Doelen examen ............................................................................................................... 141
13.2 Dexville........................................................................................................................... 142
13.3 Case Buzon .................................................................................................................... 142
14 Media challenges .............................................................................................................. 148
15 Agency selection: advertising & e-commerce...................................................................... 149
15.1 Doelen............................................................................................................................ 149
15.2 Kiezen van een digitale marketingpartner voor jouw merk ................................................... 149
15.3 Kiezen van een e-commerce partner voor jouw merk ......................................................... 150
16 Advertentie ecosysteem .................................................................................................... 152
3
, 16.1 (Mobiele) advertentie ecosysteem in actie ........................................................................ 156
16.2 De impact van GPDR-wetgeving ....................................................................................... 160
16.3 Hoe verdienen reclamebureaus geld ................................................................................ 162
16.4 Reclamebureaus zijn een bedreigde diersoort ................................................................... 164
16.5 Adverteren in 2030 .......................................................................................................... 166
17 Merkactivatie .................................................................................................................... 168
17.1 Inleiding.......................................................................................................................... 168
17.2 Verkooppromotie ............................................................................................................ 168
17.3 Consumentenpromoties .................................................................................................. 169
17.4 Handelspromoties .......................................................................................................... 171
17.5 POP-communicatie ......................................................................................................... 171
17.6 Merkervaring ................................................................................................................... 172
18 Marketingcommunicatie en ethische kwesties ................................................................... 173
18.1 Ethische kwesties van marketingcommunicatie ................................................................ 173
18.2 5 vuistregels bij ethisch dilemma ...................................................................................... 173
18.3 Regulering van marketingcommunicatiepraktijken ............................................................. 174
18.4 MVO ............................................................................................................................... 174
19 Sponsoring in marketing- en ondernemings-communicatie ................................................. 175
19.1 Waarom is Tour de France winnen niet meer belangrijk voor sponsors? .............................. 175
19.2 Sponsormatch ................................................................................................................ 176
19.3 Trends ............................................................................................................................ 177
4
Cases zijn uiterst belangrijk
Inhoudsopgave
1 Geïntegreerde communicatie................................................................................................ 5
1.1 Inleiding............................................................................................................................. 5
1.2 Marketing en de instrumenten van de marketingmix ............................................................. 5
1.3 Communicatiemix .............................................................................................................. 6
1.4 Integratie van marketingcommunicatie ................................................................................ 7
1.5 Geïntegreerde marketingcommunicatie in verschillende culturen ........................................10
1.6 Integratie van corporate communicatie ...............................................................................11
1.7 Onlinecommunicatie .........................................................................................................14
1.8 Factoren in de ontwikkeling van geïntegreerde en corporate communicatie ..........................17
1.9 Integratieniveaus ...............................................................................................................17
1.10 Case conversatiemarketing: Red bull ..................................................................................18
1.11 Cultural branding ..............................................................................................................20
2 Merkenbeleid ..................................................................................................................... 25
2.1 Inleiding............................................................................................................................25
2.2 Merken .............................................................................................................................26
2.3 Succesvolle merken ..........................................................................................................28
2.4 Merkstrategieën ................................................................................................................29
2.5 De merkenportefeuille .......................................................................................................31
2.6 Merkwaarde (brand equity) ................................................................................................31
2.7 De voordelen van een merkenbeleid ...................................................................................35
2.8 Marketingcommunicatie en merkwaarde ............................................................................35
3 Hoe marketingcommunicatie werkt ..................................................................................... 39
3.1 Een hiërarchie van effecten ................................................................................................39
3.2 Attitudevorming en -verandering.........................................................................................42
3.3 Het elaboration likelihood-model .......................................................................................43
3.4 Grote verwerkingswaarschijnlijkheid, cognitieve attitudevorming .........................................46
3.5 Kleine verwerkingswaarschijnlijkheid, cognitieve attitudevorming.........................................49
3.6 Grote verwerkingswaarschijnlijkheid, affectieve attitudevorming ..........................................50
3.7 Kleine verwerkingswaarschijnlijkheid, affectieve attitudevorming .........................................50
3.8 Grote verwerkingswaarschijnlijkheid, gedragsmatige attitudevorming ...................................55
3.9 Kleine verwerkingswaarschijnlijkheid, gedragsmatige attitude ..............................................56
3.10 De sterke en de zwakke theorie van de effectiviteit van marketingcommunicatie ...................57
1
, 3.11 Communicatie in het digitale tijdperk .................................................................................57
4 Effiebelgium cases ............................................................................................................. 59
4.1 Gold Effie: Proximus - AKQA - gedragscampagne .................................................................59
4.2 Gold Effie: VTM GO – Joe Public Belgium – gedragscampagne...............................................61
4.3 Silver Effie: Albert Heijn – happiness anywhere – merkimago campagne ...............................63
4.4 Sliver Effie: Engie – TBWA/Belgium – merkimago campagne .................................................65
4.5 Bronze Effie: DVV-verzekeringen – happiness anywhere – gedragscampagne .........................66
4.6 Bronze Effie: Aldi België – Serviceplan - gedragscampagne...................................................67
4.7 Effie finalist: Sunweb – brandcare – merkimago campagne ..................................................69
4.8 Effie finalist: Panos – DVLR DDB – merkimago campagne .....................................................71
5 Marketingcommunicatieplanning ........................................................................................ 73
5.1 Segmentatie, doelgroepbepaling en positionering (STP) .......................................................74
5.2 Marktsegmentatie .............................................................................................................74
5.3 Vereisten voor effectieve segmentatie ................................................................................76
5.4 Doelgroepbepaling ............................................................................................................77
5.5 Doelstellingen van marketingcommunicatie .......................................................................78
5.6 Stadia in de PLC en marketingcommunicatiedoelstellingen .................................................82
5.7 Campagnebudget .............................................................................................................83
5.8 Invloed van communicatiebudget op de omzet ...................................................................83
5.9 Budgetteringsmethoden ....................................................................................................85
5.10 Factoren die het budget beïnvloeden ..................................................................................87
5.11 Budgettering voor nieuwe merken of producten ...................................................................87
5.12 Budgettering voor onlinecampagnes...................................................................................87
5.13 Communicatiestrategieën .................................................................................................89
5.14 Communicatietactiek: tools en contactmomenten .............................................................92
5.15 Beheer en evaluatie ...........................................................................................................92
5.16 Customer journey map ......................................................................................................92
5.17 RACE planning framework..................................................................................................92
6 Reclame ............................................................................................................................ 93
6.1 Mobile marketing: het nieuwe normaal ...............................................................................93
6.2 Mobile marketing & advertising...........................................................................................94
6.3 Responsive design ............................................................................................................98
6.4 Mobiele app-strategie definiëren ........................................................................................99
6.5 Belangrijkste trends in 2024 ............................................................................................. 100
6.6 Digitale formats ............................................................................................................... 103
6.7 Oorzaken en gevolgen van door reclame gewekte irritatie .................................................. 106
6.8 Reclame en merkverwarring............................................................................................. 107
2
,7 Direct marketing ................................................................................................................ 109
7.1 Inleiding.......................................................................................................................... 109
7.2 Direct marketing als marketingcommunicatie-instrument .................................................. 109
7.3 Doelstellingen van direct marketing .................................................................................. 110
7.4 Media en instrumenten voor direct marketing .................................................................... 111
7.5 Databasemarketing ......................................................................................................... 114
7.6 Relatiemarketing ............................................................................................................. 117
8 Go-to-market .................................................................................................................... 120
8.1 Stap 1: identificeer het probleem of de kans ...................................................................... 122
8.2 Stap 2: definieer de targetgroep ........................................................................................ 122
8.3 Stap 3: onderzoek de concurrentie en de vraag.................................................................. 123
8.4 Stap 4: beslis de kernboodschap voor potentiële klanten ................................................... 123
8.5 Stap 5: stel de buyer’s journey op ..................................................................................... 124
8.6 Stap 6: kies de marketingkanalen ..................................................................................... 125
8.7 Stap 7: creëer een verkoopstrategie .................................................................................. 125
8.8 Stap 8: zet concrete doelen .............................................................................................. 126
8.9 Stap 9: creëer duidelijke processen .................................................................................. 126
9 Buyer’s journey.................................................................................................................. 127
10 Meten van campagne-effectiviteit ...................................................................................... 131
10.1 Inleiding.......................................................................................................................... 131
10.2 Reclameonderzoek ......................................................................................................... 132
10.3 Pretesting ....................................................................................................................... 132
11 Invloed van digitalisatie en AI op B2B aankopen, verkopen en marketing .............................. 135
11.1 Uitgewerkte voorbeelden ................................................................................................. 140
12 Examendoelen Roland Gerets ............................................................................................ 140
13 Agency strategy & campaign insights .................................................................................. 141
13.1 Doelen examen ............................................................................................................... 141
13.2 Dexville........................................................................................................................... 142
13.3 Case Buzon .................................................................................................................... 142
14 Media challenges .............................................................................................................. 148
15 Agency selection: advertising & e-commerce...................................................................... 149
15.1 Doelen............................................................................................................................ 149
15.2 Kiezen van een digitale marketingpartner voor jouw merk ................................................... 149
15.3 Kiezen van een e-commerce partner voor jouw merk ......................................................... 150
16 Advertentie ecosysteem .................................................................................................... 152
3
, 16.1 (Mobiele) advertentie ecosysteem in actie ........................................................................ 156
16.2 De impact van GPDR-wetgeving ....................................................................................... 160
16.3 Hoe verdienen reclamebureaus geld ................................................................................ 162
16.4 Reclamebureaus zijn een bedreigde diersoort ................................................................... 164
16.5 Adverteren in 2030 .......................................................................................................... 166
17 Merkactivatie .................................................................................................................... 168
17.1 Inleiding.......................................................................................................................... 168
17.2 Verkooppromotie ............................................................................................................ 168
17.3 Consumentenpromoties .................................................................................................. 169
17.4 Handelspromoties .......................................................................................................... 171
17.5 POP-communicatie ......................................................................................................... 171
17.6 Merkervaring ................................................................................................................... 172
18 Marketingcommunicatie en ethische kwesties ................................................................... 173
18.1 Ethische kwesties van marketingcommunicatie ................................................................ 173
18.2 5 vuistregels bij ethisch dilemma ...................................................................................... 173
18.3 Regulering van marketingcommunicatiepraktijken ............................................................. 174
18.4 MVO ............................................................................................................................... 174
19 Sponsoring in marketing- en ondernemings-communicatie ................................................. 175
19.1 Waarom is Tour de France winnen niet meer belangrijk voor sponsors? .............................. 175
19.2 Sponsormatch ................................................................................................................ 176
19.3 Trends ............................................................................................................................ 177
4
