Inhoud
H0: introduction........................................................................................................................................ 8
1. online marketing............................................................................................................................... 8
3 soorten media in online marketing.................................................................................................. 9
conclusie............................................................................................................................................ 9
H1: digital marketing strategy................................................................................................................ 10
1. the importance of defining three strategies....................................................................................10
shared value als kern....................................................................................................................... 10
2. building a business strategy............................................................................................................ 11
4 kernonderdelen van de business strategy.....................................................................................11
belang van het big picture................................................................................................................ 11
mission statement............................................................................................................................ 12
organizational objectives.................................................................................................................. 12
value proposition.............................................................................................................................. 12
elevator pitch................................................................................................................................... 12
resultaat........................................................................................................................................... 12
3. building a brand strategy................................................................................................................ 12
doelen van de brand customer strategy........................................................................................... 13
4 elementen per customer segment................................................................................................14
voorbeeld H+ sport (fitness vrouwen 24-35)....................................................................................14
resultaat brand strategy................................................................................................................... 14
4. building a marketing strategy......................................................................................................... 15
paid media....................................................................................................................................... 15
earned media................................................................................................................................... 15
owned media.................................................................................................................................... 16
resultaat marketing strategy............................................................................................................ 16
quiz.................................................................................................................................................. 16
H2: exploring digital marketing.............................................................................................................. 17
1. definitions and terminology............................................................................................................. 17
2. components of digital marketing..................................................................................................... 19
evaluatie van de kanalen................................................................................................................. 19
conclusie.......................................................................................................................................... 20
3. The digital marketing landscape...................................................................................................... 20
Geschiedenis van digitale marketing................................................................................................20
Evolutie vanaf 2000.......................................................................................................................... 21
Opkomst van mobiel........................................................................................................................ 21
Huidige digitaal marketinglandschap...............................................................................................21
Belang van up-to-date blijven........................................................................................................... 22
conclusie.......................................................................................................................................... 22
4. The marketing funnel...................................................................................................................... 23
Wat is de marketing funnel?............................................................................................................. 23
, 4 fases van de marketing funnel...................................................................................................... 23
Marketing per funnel niveau............................................................................................................. 24
5. the buyer journey............................................................................................................................ 24
Verbinding tussen funnel en buyer journey......................................................................................24
beweging binnen de funnel.............................................................................................................. 25
Quiz.................................................................................................................................................. 26
Introduction............................................................................................................................................ 27
understanding yout digital customers with Google Analytics..............................................................27
Wat is Google Analytics?.................................................................................................................. 27
Gebruik van machine learning.......................................................................................................... 27
Waarom is Google Analytics belangrijk?........................................................................................... 28
Digital Analytics and key concepts...................................................................................................... 28
Definitie van digital analytics........................................................................................................... 28
Metrics & Dimensions....................................................................................................................... 28
Events – de basis van meten............................................................................................................ 29
Sessions........................................................................................................................................... 30
Users................................................................................................................................................ 30
Segements....................................................................................................................................... 30
Conversions & goals......................................................................................................................... 30
Source, medium & attribution.......................................................................................................... 31
Quiz.................................................................................................................................................. 31
H1: Set up and installation..................................................................................................................... 31
1. Setting up a Googe analytics account.............................................................................................31
Starten met Google Analytics........................................................................................................... 31
H3: Google analytics fundamentals........................................................................................................ 33
1. How Google Analytics is structured.................................................................................................33
Google account vs google analytics account....................................................................................33
accountniveau.................................................................................................................................. 33
properties......................................................................................................................................... 33
data streams.................................................................................................................................... 33
naviagtie in GA4............................................................................................................................... 33
2. Campaign tracking.......................................................................................................................... 33
H4: intro to user interface en reports..................................................................................................... 34
1. home screen and UI navigation....................................................................................................... 34
Homescreen..................................................................................................................................... 34
2. Realtime.......................................................................................................................................... 35
doel en functie................................................................................................................................. 35
overzicht realtime gegevens............................................................................................................ 35
gebruikersgedetailleerde weergave................................................................................................. 36
event tracking.................................................................................................................................. 36
wanneer te gebruiken...................................................................................................................... 36
H5: filtering and segmeting data............................................................................................................ 36
, 1. segmentation via comparisons........................................................................................................ 36
2. filters and secondary dimensions.................................................................................................... 37
3. audiences........................................................................................................................................ 37
Quiz.................................................................................................................................................. 38
H6: lifecycle reports................................................................................................................................ 38
1. analyzing how to get customers...................................................................................................... 38
2. engagement reports: overview, pages and screens........................................................................38
3. engagement reports: events........................................................................................................... 39
4. analyzing how to convert customers...............................................................................................39
5. analyzing how to keep customers................................................................................................... 40
H7: user reports and events................................................................................................................... 41
1. demographics and interests reports................................................................................................41
2. technology, devices and platforms.................................................................................................. 42
quiz.................................................................................................................................................. 43
H8: analysis hub..................................................................................................................................... 43
1. all roads lead here: analysis hub..................................................................................................... 43
Voorbeel US users & screen resolution............................................................................................. 44
2. Pathing analysis.............................................................................................................................. 45
Wat is pathing Analysis?................................................................................................................... 45
Segmentatie in pathing:................................................................................................................... 46
forward path analysis....................................................................................................................... 47
Reverse path analysis...................................................................................................................... 47
3. Funnel visualization analysis........................................................................................................... 48
Wat is een funnel analysis?.............................................................................................................. 48
Quiz.................................................................................................................................................. 51
H9: configuration basics......................................................................................................................... 51
1. enhanced measurement.................................................................................................................. 51
Wat is enhanced measurement ?..................................................................................................... 51
2. setting up goals............................................................................................................................... 52
Waarom goals/conversions instellen?...............................................................................................52
3. managing user accounts................................................................................................................. 53
Waarom user management belangrijk is..........................................................................................53
Quiz.................................................................................................................................................. 54
H2: social media marketing.................................................................................................................... 55
1. Organic social media marketing platforms......................................................................................55
Wat is organic social media marketing?........................................................................................... 55
2. promoting content in social media.................................................................................................. 57
3 manieren om social media te gebruiken voor marketing...............................................................57
Wat zijn promoted posts?................................................................................................................. 57
3. social media automation tools and suites........................................................................................58
Wat zijn Social media automation tools?..........................................................................................58
overzicht 4 belangrijke tools............................................................................................................. 59
, H1: create a social media strategy......................................................................................................... 61
1. produce and actionable social media strategy................................................................................61
Veelgemaakte fouten....................................................................................................................... 61
Wat is een social media strategie?................................................................................................... 61
2. focus on social media measurement............................................................................................... 63
3 belangrijkste soorten social media doelen.....................................................................................63
3. develop marketing personas for your audience...............................................................................64
4. Hire a social media manager........................................................................................................... 65
H2: choose the right social networks...................................................................................................... 65
1. community based social networks................................................................................................... 65
2. discovery-focused social platforms.................................................................................................. 66
3. social messaging apps..................................................................................................................... 66
4. review sites and discussion forums.................................................................................................67
5. Quiz................................................................................................................................................. 67
H3: Publish engaging social content....................................................................................................... 68
1. create organic content for social media..........................................................................................68
2. produce engaging paid social campaigns........................................................................................68
3. Humanize your content................................................................................................................... 69
4. quiz................................................................................................................................................. 69
H4: interact with customers.................................................................................................................... 70
1. embrace social listening and monitoring......................................................................................... 70
2. proactive engagement to earn attention......................................................................................... 70
3. reactive engagement for customer service.....................................................................................71
H5: foster social media partnerships...................................................................................................... 72
1. coordinate teams with a social media policy...................................................................................72
2. set up a successful creator campaigns............................................................................................ 72
3. experimenting beyond best practices in social................................................................................73
H1: Pay-pey-click advertising.................................................................................................................. 73
1. an overview of google ads............................................................................................................... 73
2. understanding consumer intent in Google Ads................................................................................73
3. where google ads appear................................................................................................................ 74
4. how google ads appear................................................................................................................... 74
5. Benefits of using google ads............................................................................................................ 75
6. the strcuture of google ads.............................................................................................................. 75
7. how the google ads auction works................................................................................................... 75
H2: getting started with ads................................................................................................................... 76
1. Sign up for google ads..................................................................................................................... 76
2. Google ads dashboard..................................................................................................................... 76
3. Google ads campaigns.................................................................................................................... 76
4. Ad groups in google ads.................................................................................................................. 76
5. Ads, keywords and insights in google ads.......................................................................................76
H3: researching your keywords.............................................................................................................. 77
H0: introduction........................................................................................................................................ 8
1. online marketing............................................................................................................................... 8
3 soorten media in online marketing.................................................................................................. 9
conclusie............................................................................................................................................ 9
H1: digital marketing strategy................................................................................................................ 10
1. the importance of defining three strategies....................................................................................10
shared value als kern....................................................................................................................... 10
2. building a business strategy............................................................................................................ 11
4 kernonderdelen van de business strategy.....................................................................................11
belang van het big picture................................................................................................................ 11
mission statement............................................................................................................................ 12
organizational objectives.................................................................................................................. 12
value proposition.............................................................................................................................. 12
elevator pitch................................................................................................................................... 12
resultaat........................................................................................................................................... 12
3. building a brand strategy................................................................................................................ 12
doelen van de brand customer strategy........................................................................................... 13
4 elementen per customer segment................................................................................................14
voorbeeld H+ sport (fitness vrouwen 24-35)....................................................................................14
resultaat brand strategy................................................................................................................... 14
4. building a marketing strategy......................................................................................................... 15
paid media....................................................................................................................................... 15
earned media................................................................................................................................... 15
owned media.................................................................................................................................... 16
resultaat marketing strategy............................................................................................................ 16
quiz.................................................................................................................................................. 16
H2: exploring digital marketing.............................................................................................................. 17
1. definitions and terminology............................................................................................................. 17
2. components of digital marketing..................................................................................................... 19
evaluatie van de kanalen................................................................................................................. 19
conclusie.......................................................................................................................................... 20
3. The digital marketing landscape...................................................................................................... 20
Geschiedenis van digitale marketing................................................................................................20
Evolutie vanaf 2000.......................................................................................................................... 21
Opkomst van mobiel........................................................................................................................ 21
Huidige digitaal marketinglandschap...............................................................................................21
Belang van up-to-date blijven........................................................................................................... 22
conclusie.......................................................................................................................................... 22
4. The marketing funnel...................................................................................................................... 23
Wat is de marketing funnel?............................................................................................................. 23
, 4 fases van de marketing funnel...................................................................................................... 23
Marketing per funnel niveau............................................................................................................. 24
5. the buyer journey............................................................................................................................ 24
Verbinding tussen funnel en buyer journey......................................................................................24
beweging binnen de funnel.............................................................................................................. 25
Quiz.................................................................................................................................................. 26
Introduction............................................................................................................................................ 27
understanding yout digital customers with Google Analytics..............................................................27
Wat is Google Analytics?.................................................................................................................. 27
Gebruik van machine learning.......................................................................................................... 27
Waarom is Google Analytics belangrijk?........................................................................................... 28
Digital Analytics and key concepts...................................................................................................... 28
Definitie van digital analytics........................................................................................................... 28
Metrics & Dimensions....................................................................................................................... 28
Events – de basis van meten............................................................................................................ 29
Sessions........................................................................................................................................... 30
Users................................................................................................................................................ 30
Segements....................................................................................................................................... 30
Conversions & goals......................................................................................................................... 30
Source, medium & attribution.......................................................................................................... 31
Quiz.................................................................................................................................................. 31
H1: Set up and installation..................................................................................................................... 31
1. Setting up a Googe analytics account.............................................................................................31
Starten met Google Analytics........................................................................................................... 31
H3: Google analytics fundamentals........................................................................................................ 33
1. How Google Analytics is structured.................................................................................................33
Google account vs google analytics account....................................................................................33
accountniveau.................................................................................................................................. 33
properties......................................................................................................................................... 33
data streams.................................................................................................................................... 33
naviagtie in GA4............................................................................................................................... 33
2. Campaign tracking.......................................................................................................................... 33
H4: intro to user interface en reports..................................................................................................... 34
1. home screen and UI navigation....................................................................................................... 34
Homescreen..................................................................................................................................... 34
2. Realtime.......................................................................................................................................... 35
doel en functie................................................................................................................................. 35
overzicht realtime gegevens............................................................................................................ 35
gebruikersgedetailleerde weergave................................................................................................. 36
event tracking.................................................................................................................................. 36
wanneer te gebruiken...................................................................................................................... 36
H5: filtering and segmeting data............................................................................................................ 36
, 1. segmentation via comparisons........................................................................................................ 36
2. filters and secondary dimensions.................................................................................................... 37
3. audiences........................................................................................................................................ 37
Quiz.................................................................................................................................................. 38
H6: lifecycle reports................................................................................................................................ 38
1. analyzing how to get customers...................................................................................................... 38
2. engagement reports: overview, pages and screens........................................................................38
3. engagement reports: events........................................................................................................... 39
4. analyzing how to convert customers...............................................................................................39
5. analyzing how to keep customers................................................................................................... 40
H7: user reports and events................................................................................................................... 41
1. demographics and interests reports................................................................................................41
2. technology, devices and platforms.................................................................................................. 42
quiz.................................................................................................................................................. 43
H8: analysis hub..................................................................................................................................... 43
1. all roads lead here: analysis hub..................................................................................................... 43
Voorbeel US users & screen resolution............................................................................................. 44
2. Pathing analysis.............................................................................................................................. 45
Wat is pathing Analysis?................................................................................................................... 45
Segmentatie in pathing:................................................................................................................... 46
forward path analysis....................................................................................................................... 47
Reverse path analysis...................................................................................................................... 47
3. Funnel visualization analysis........................................................................................................... 48
Wat is een funnel analysis?.............................................................................................................. 48
Quiz.................................................................................................................................................. 51
H9: configuration basics......................................................................................................................... 51
1. enhanced measurement.................................................................................................................. 51
Wat is enhanced measurement ?..................................................................................................... 51
2. setting up goals............................................................................................................................... 52
Waarom goals/conversions instellen?...............................................................................................52
3. managing user accounts................................................................................................................. 53
Waarom user management belangrijk is..........................................................................................53
Quiz.................................................................................................................................................. 54
H2: social media marketing.................................................................................................................... 55
1. Organic social media marketing platforms......................................................................................55
Wat is organic social media marketing?........................................................................................... 55
2. promoting content in social media.................................................................................................. 57
3 manieren om social media te gebruiken voor marketing...............................................................57
Wat zijn promoted posts?................................................................................................................. 57
3. social media automation tools and suites........................................................................................58
Wat zijn Social media automation tools?..........................................................................................58
overzicht 4 belangrijke tools............................................................................................................. 59
, H1: create a social media strategy......................................................................................................... 61
1. produce and actionable social media strategy................................................................................61
Veelgemaakte fouten....................................................................................................................... 61
Wat is een social media strategie?................................................................................................... 61
2. focus on social media measurement............................................................................................... 63
3 belangrijkste soorten social media doelen.....................................................................................63
3. develop marketing personas for your audience...............................................................................64
4. Hire a social media manager........................................................................................................... 65
H2: choose the right social networks...................................................................................................... 65
1. community based social networks................................................................................................... 65
2. discovery-focused social platforms.................................................................................................. 66
3. social messaging apps..................................................................................................................... 66
4. review sites and discussion forums.................................................................................................67
5. Quiz................................................................................................................................................. 67
H3: Publish engaging social content....................................................................................................... 68
1. create organic content for social media..........................................................................................68
2. produce engaging paid social campaigns........................................................................................68
3. Humanize your content................................................................................................................... 69
4. quiz................................................................................................................................................. 69
H4: interact with customers.................................................................................................................... 70
1. embrace social listening and monitoring......................................................................................... 70
2. proactive engagement to earn attention......................................................................................... 70
3. reactive engagement for customer service.....................................................................................71
H5: foster social media partnerships...................................................................................................... 72
1. coordinate teams with a social media policy...................................................................................72
2. set up a successful creator campaigns............................................................................................ 72
3. experimenting beyond best practices in social................................................................................73
H1: Pay-pey-click advertising.................................................................................................................. 73
1. an overview of google ads............................................................................................................... 73
2. understanding consumer intent in Google Ads................................................................................73
3. where google ads appear................................................................................................................ 74
4. how google ads appear................................................................................................................... 74
5. Benefits of using google ads............................................................................................................ 75
6. the strcuture of google ads.............................................................................................................. 75
7. how the google ads auction works................................................................................................... 75
H2: getting started with ads................................................................................................................... 76
1. Sign up for google ads..................................................................................................................... 76
2. Google ads dashboard..................................................................................................................... 76
3. Google ads campaigns.................................................................................................................... 76
4. Ad groups in google ads.................................................................................................................. 76
5. Ads, keywords and insights in google ads.......................................................................................76
H3: researching your keywords.............................................................................................................. 77
