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Samenvatting Online Marketing De Essentie 3e editie 2026 - Nino Adamo + videolinks + de boekbijlagen compleet / 9789043043519 /

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Dit is de complete boeksamenvatting van de 3e editie uit 2026 in 30 min. leestijd. Alle hoofdstukken zijn samengevat en iedere paragraaf is aanwezig. Alleen de kernzaken.

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,
,
,
,
,In deze editie veel dingen waar ik nog nooit van gehoord had (Context collapse, Contextual inquiry,
Memetic potential, Frequency Capping)

Ps ik heb zelf handige videolinks toegevoegd en nieuwe info opgezocht van dingen die ik zelf niet
goed begreep


1. Inleiding online marketing




Functioneel doel:

 vraag creëren (demand generation)

 vraag vastleggen (lead/conversion capture)

 waarde maximaliseren (LTV, retention)

 merkpositionering versterken (brand equity)

1.1 Wat is online marketing?
Kerncomponenten:

 owned media (website, CRM, e-mail)

 paid media (SEA, social ads, display)

 earned media (SEO, reviews, shares)

Karakteristieken:

 data-gedreven (tracking, analytics, attribution)

 interactief (2-way communication)

 iteratief (test–learn–optimize)

, 1.2 Ontwikkeling van online marketing




Evolutie in fasen:

1. Web 1.0

 statische websites

 broadcast-model

 beperkte interactie



2. Web 2.0

 user-generated content

 social platforms

 participatieve communicatie



3. Data-driven marketing fase

 tracking & cookies

 behavioral targeting

 performance marketing



4. AI-gedreven fase (actueel)

 predictive analytics

 generative content

 automatisering (marketing automation)

 hyperpersonalisatie

Table of contents

  1. 01 1. Inleiding online marketing 6
    1. 1.1 Wat is online marketing? 6
    2. 1.2 Ontwikkeling van online marketing 7
    3. 1.3 Online marketing binnen organisaties 8
    4. 1.4 Voordelen en uitdagingen van online marketing 8
    5. 1.5 De online marketingmix 9
  2. 02 2. Trends en ontwikkelingen 10
    1. 2.1 Digitalisering van de economie 10
    2. 2.2 Veranderend consumentengedrag 10
    3. 2.3 Mobile marketing 11
    4. 2.4 Artificial Intelligence en automatisering 11
    5. 2.5 Privacy en wetgeving 12
    6. 2.6 Toekomstige ontwikkelingen tentamen! 13
  3. 03 3. Persona’s opstellen 14
    1. 3.1 Doelgroepen bepalen 15
    2. 3.2 Segmentatie 15
    3. 3.3 Persona’s ontwikkelen 15
    4. 3.4 Klantbehoeften analyseren 16
    5. 3.5 Toepassing van persona’s in marketing 16
  4. 04 4. De klantreis 16
    1. 4.1 Introductie klantreis 16
    2. 4.2 Customer Journey Mapping 17
    3. 4.3 Touchpoints identificeren 17
    4. 4.4 Customer Experience 17
    5. 4.5 Conversiemomenten bepalen 18
    6. 4.6 Optimalisatie van de klantreis tentamen!!! 19
  5. 05 5. Businessmodel en online verdienmodellen 20
    1. 5.1 Businessmodellen 20
    2. 5.2 Waardepropositie 20
    3. 5.3 Verdienmodellen 21
    4. 5.4 Platformmodellen 21
    5. 5.5 Digitale ecosystemen 21
  6. 06 6. Online marketingtactieken 22
    1. 6.1 Strategische keuzes 22
    2. 6.2 Online marketingdoelen 22
    3. 6.3 Kanalenmix bepalen 22
    4. 6.4 Budgettering 23
    5. 6.5 KPI’s en prestatie-indicatoren 23
  7. 07 7. Zoekmachinemarketing 24
    1. 7.1 Introductie zoekmachinemarketing 24
    2. 7.2 Zoekmachineoptimalisatie (SEO) 24
    3. 7.3 Zoekmachine-adverteren (SEA) 25
    4. 7.4 Zoekwoordenonderzoek 25
    5. 7.5 Content en rankingfactoren 25
    6. 7.6 Meten van resultaten 26
    7. 8. Social media 26
    8. 8.1 Socialmedialandschap 26
    9. 8.2 Platformkeuze 27
    10. 8.3 Contentstrategie 27
    11. 8.4 Communitymanagement 27
    12. 8.5 Social advertising !! 28
    13. 8.6 Meten van social media prestaties 28
  8. 08 9. Display- & videoadvertising 28
    1. 9.1 Display advertising 28
    2. 9.2 Videomarketing 29
    3. 9.3 Programmatic advertising 29
    4. 9.4 Retargeting 30
    5. 9.5 Campagneoptimalisatie 31
  9. 09 10. Viral marketing 32
    1. 10.1 Principes van viral marketing 32
    2. 10.2 Verspreidingsmechanismen 33
    3. 10.3 Social sharing 33
    4. 10.4 Succesfactoren 34
    5. 10.5 Risico’s en beheersmaatregelen 34
  10. 10 11. Affiliate marketing 35
    1. 11.2 Rollen binnen affiliate netwerken 36
    2. 11.3 Commissiemodellen 36
    3. 11.4 Prestatiemeting 36
    4. 11.5 Voor- en nadelen 37
  11. 11 12. Gebruiksvriendelijkheid en user experience 38
    1. 12.1 Usability 38
    2. 12.2 User Experience (UX) 38
    3. 12.3 Website-ontwerp 38
    4. 12.4 Mobiele gebruikerservaring 39
    5. 12.5 Gebruikersonderzoek 40
  12. 12 13. Conversieoptimalisatie 40
    1. 13.1 Conversie en conversieratio 40
    2. 13.2 Conversiefunnels 41
    3. 13.3 Landingpagina’s 41
    4. 13.4 Psychologie van online gedrag 41
    5. 13.5 Optimalisatietechnieken 42
    6. 13.6 Conversiemeting 42
  13. 13 14. Contentmarketing 43
    1. 14.1 Contentstrategie 43
    2. 14.2 Storytelling 43
    3. 14.3 Contentcreatie 44
    4. 14.4 Contentdistributie 44
    5. 14.5 Contentkalenders 44
    6. 14.6 Contentprestaties meten 45
  14. 14 15. E-mailmarketing 45
    1. 15.1 E-mailmarketingstrategie 45
    2. 15.2 Opbouwen van mailinglijsten 46
    3. 15.3 Segmentatie en personalisatie 46
    4. 15.4 Marketing automation 47
    5. 15.5 Campagne-analyse 47
  15. 15 16. Webanalyse 47
    1. 16.1 Introductie webanalyse 47
    2. 16.2 KPI’s en metrics 48
    3. 16.3 Google Analytics en vergelijkbare tools 48
    4. 16.4 Dataverzameling 49
    5. 16.5 Rapportages en dashboards 49
    6. 16.6 Data-interpretatie 49
  16. 16 17. Testen en optimaliseren 50
    1. 17.1 Continu verbeteren 50
    2. 17.2 A/B-testen 50
    3. 17.3 Multivariate testen 50
    4. 17.4 Hypothesevorming 51
    5. 17.5 Resultaten analyseren 51
    6. 17.6 Implementeren van verbeteringen 52
  17. 17 18. Praktisch online marketingplan 52
    1. 18.1 Situatieanalyse 52
    2. 18.2 Doelstellingen formuleren 52
    3. 18.3 Strategieontwikkeling 53
    4. 18.4 Kanaalkeuze 53
    5. 18.5 Budget en planning 53
    6. 18.6 KPI’s en monitoring 54
    7. 18.7 Evaluatie en bijsturing 54
    8. 18.8 Implementatieplan 54
  18. 18 Bijlagen 55
    1. A. Begrippenlijst Online Marketing 55
    2. B. Overzicht KPI’s en Metrics 55
    3. C. Checklist Online Marketingplan 56
  19. 19 D. Privacywetgeving en AVG 57
  20. 20 E. Praktische Cases en Voorbeelden 58
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Nino Adamo, Michèlle Merkx Online marketing, de essentie
Publisher: 09 januari 2026 ISBN: 9789043043519 Edition: 1

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  • online marketing
  • marketingcommunicatie
  • owned media
  • paid media
  • earned media
  • conversieoptimalisatie
  • leadgeneratie
  • e mailautomatie
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  • online marketing de essentie 3e editie

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