Marketing 22-23
1
IOR1 2022-2023
,1 De onzekere consument...................................................................................................6
1.1 Aanleidingen tot onzekerheid..................................................................................................6
1.1.1 Onethisch gedrag van grote bedrijven....................................................................................................7
1.1.2 Versnellende verandering.......................................................................................................................7
2 Vertrouwen van de consument.......................................................................................10
2.1 Link tussen onzekerheid en vertrouwen................................................................................10
2.1.1 Uitgangspunt.........................................................................................................................................10
2.2 Impact op marketing..............................................................................................................11
2.2.1 Communicatie als basis voor vertrouwen.............................................................................................11
2.3 5 niveaus van vertrouwen......................................................................................................12
2.4 Impact van vertrouwen op aankopen....................................................................................13
2.4.1 Impact van vertrouwen op aankopen voor de marketeer....................................................................13
2.5 Vertrouwen uitstralen als bedrijf...........................................................................................14
2.6 Maten van vertrouwen NPS...................................................................................................15
3 Behoeften van de consument.........................................................................................16
3.1 Wat zijn behoeften?...............................................................................................................16
3.2 Impact op marketing..............................................................................................................16
3.3 Resultaat................................................................................................................................17
3.4 Behoeftemodel......................................................................................................................17
3.5 Sociale vergelijking................................................................................................................18
3.5.1 Behoefte als mens.................................................................................................................................18
3.5.2 Behoefte als consument........................................................................................................................19
3.5.3 Behoefte als burger...............................................................................................................................19
4 Customer flow................................................................................................................20
4.1 Wat is customer flow?...........................................................................................................20
4.2 Customer flow hedendaags aankoopproces...........................................................................20
4.2.1 Customer flow: 4 stadia.........................................................................................................................21
4.2.2 customer flow: 3 platformen.................................................................................................................21
4.2.3 Customer flow: 3 informatiebronnen...................................................................................................22
4.3 Customer flow 3 historische modellen...................................................................................22
4.3.1 AIDA-model...........................................................................................................................................23
4.3.2 Customer decision journey....................................................................................................................23
4.3.3 Flip the funnel........................................................................................................................................24
5 Waarde aanbod.............................................................................................................25
5.1 Componenten waardeaanbod................................................................................................27
5.2 Waardeaanbod – product......................................................................................................27
5.2.1 4 productniveaus...................................................................................................................................27
5.3 Waardeaanbod – prijs............................................................................................................31
5.3.1 Belang van de prijs.................................................................................................................................31
5.3.2 Prijspsychologie.....................................................................................................................................31
5.3.3 Prijsstrategieën......................................................................................................................................31
5.3.4 Prijsstaktieken.......................................................................................................................................32
5.4 Waardeaanbod – gemak........................................................................................................34
2
IOR1 2022-2023
, 5.5 waardeaanbod – perceptie....................................................................................................34
5.6 Waardeaanbod – innovatie....................................................................................................35
6 Merken..........................................................................................................................35
6.1 Sterke merken.......................................................................................................................35
6.1.1 3 soorten merken..................................................................................................................................36
6.2 Merk en merkfuncties............................................................................................................36
6.2.1 Merk......................................................................................................................................................36
6.2.2 Merkfuncties..........................................................................................................................................36
6.3 Positionering en perceptie van merken..................................................................................37
6.3.1 Positionering..........................................................................................................................................37
6.4 Merkparadox.........................................................................................................................39
6.4.1 Consumenten kennen merken..............................................................................................................39
6.4.2 Een merk zorgt voor een beter aankoopproces....................................................................................40
6.4.3 Consumenten die tevreden zijn met aankoop, kopen merk opnieuw..................................................40
6.5 Relevante Merkevoluties.......................................................................................................41
7 Content..........................................................................................................................43
7.1 Wat is contentmarketing.......................................................................................................43
7.1.1 SEO/SEA.................................................................................................................................................44
7.2 Contenstrategie.....................................................................................................................45
7.2.1 Waarom.................................................................................................................................................45
7.2.2 Adoptiemodel van Rogers.....................................................................................................................45
7.2.3 Onderdelen van contentstrategie.........................................................................................................47
7.3 Vormen van company created content..................................................................................49
7.4 Contentmedia........................................................................................................................49
7.5 De 10 voorwaarden voor goede content................................................................................49
8 Conversatie....................................................................................................................50
8.1 Wat is conversatie? Een gouden kans....................................................................................50
8.1.1 Waarom?...............................................................................................................................................51
8.2 Voordelen en nadelen van conversatie voor merken.............................................................52
8.2.1 Verspreiding van nieuw idee/product...................................................................................................52
8.3 toepassing van conversatie....................................................................................................52
8.4 voornaamste concepten........................................................................................................52
9 Conversie.......................................................................................................................53
9.1 Wat is conversie.....................................................................................................................53
9.1.1 Monitoren..............................................................................................................................................53
9.1.2 converteren...........................................................................................................................................54
9.2 Drie conversiedomeinen........................................................................................................54
9.2.1 Usability.................................................................................................................................................54
9.2.2 User experience / UX.............................................................................................................................55
9.2.3 Lead nurturing (Marketing automation)...............................................................................................55
9.3 Conversie meten....................................................................................................................56
9.4 Voornaamste concepten........................................................................................................56
3
IOR1 2022-2023
, 10 Brand activation-strategie............................................................................................57
10.1 Wat is brand activation........................................................................................................57
10.1.1 Strategie..............................................................................................................................................58
10.2 Brand activation strategie – waarde communiceren............................................................58
10.3 Brand activation – strategie creatie.....................................................................................59
10.3.1 Spelregels voor reclame......................................................................................................................59
10.4 Brand activation – strategie media.......................................................................................59
10.4.1 Communicatiedoelstellingen...............................................................................................................60
10.4.2 Mediadoelstellingen (campagne)........................................................................................................60
10.5 Brand activation – strategie activatie...................................................................................63
10.6 Brand activation – strategie Growth Hacking.......................................................................63
10.7 Brand activation – strategie impact meten..........................................................................63
10.8 Voornaamste modellen........................................................................................................63
11 Omnichannel strategie.................................................................................................64
11.1 Wat is distributie..................................................................................................................64
11.2 Distributiefuncties................................................................................................................65
11.2.1 Functie 1. Behoeften omzetten in beschikbaar product.....................................................................65
11.2.2 Functie 2. Overdracht product/dienst in ruil voor geld......................................................................65
11.2.3 Functie 3. Fysieke retour van producten in ruil voor geld..................................................................65
11.2.4 Functie 4. Info geven en hulp bieden – in de winkel...........................................................................66
11.2.5 Functie 5. Garantieadministratie verzorgen.......................................................................................66
11.2.6 Functie 6. Productervaring bieden in de winkel..................................................................................66
11.2.7 Functie 7. Prijs en voorwaarden communiceren (onderhandelen)....................................................66
11.2.8 Functie 8. Voldoende assortiment aanbieden....................................................................................66
11.2.9 Functie 9. Assortiment overzichtelijk aanbieden................................................................................66
11.3 Wat is de omnichannel strategie..........................................................................................67
11.4 Hoe de omnichannel-strategie in de praktijk toepassen......................................................67
11.4.1 Verrijking van klassieke distributiefuncties.........................................................................................68
11.5 Omichannel – het belang van e-commerce..........................................................................69
11.6 Voornaamste concepten......................................................................................................70
12 Customer experience strategie.....................................................................................71
12.1 Wat is customer experience? Waarom is een CX-strategie nodig?.......................................71
12.1.1 Klanten ‘at risk’....................................................................................................................................72
12.1.2 Instant kritische consument................................................................................................................72
12.1.3 Klassieke organisatiestructuur............................................................................................................72
12.2 Impact van customer experience.........................................................................................72
12.2.1 Minimaliseren van ‘at risk’ klanten.....................................................................................................72
12.3 Toepassen van customer experience....................................................................................73
12.3.1 Stap 1: Bewustwording bedrijf............................................................................................................73
12.3.2 Stap 2: organisatie...............................................................................................................................74
12.3.3 Stap 3: Customer experience communicatiestrategie........................................................................75
12.3.4 Stap 4: Kies de juiste tool....................................................................................................................75
12.3.5 Stap 5: Meten......................................................................................................................................75
12.4 Voornaamste inzichten........................................................................................................75
4
IOR1 2022-2023
1
IOR1 2022-2023
,1 De onzekere consument...................................................................................................6
1.1 Aanleidingen tot onzekerheid..................................................................................................6
1.1.1 Onethisch gedrag van grote bedrijven....................................................................................................7
1.1.2 Versnellende verandering.......................................................................................................................7
2 Vertrouwen van de consument.......................................................................................10
2.1 Link tussen onzekerheid en vertrouwen................................................................................10
2.1.1 Uitgangspunt.........................................................................................................................................10
2.2 Impact op marketing..............................................................................................................11
2.2.1 Communicatie als basis voor vertrouwen.............................................................................................11
2.3 5 niveaus van vertrouwen......................................................................................................12
2.4 Impact van vertrouwen op aankopen....................................................................................13
2.4.1 Impact van vertrouwen op aankopen voor de marketeer....................................................................13
2.5 Vertrouwen uitstralen als bedrijf...........................................................................................14
2.6 Maten van vertrouwen NPS...................................................................................................15
3 Behoeften van de consument.........................................................................................16
3.1 Wat zijn behoeften?...............................................................................................................16
3.2 Impact op marketing..............................................................................................................16
3.3 Resultaat................................................................................................................................17
3.4 Behoeftemodel......................................................................................................................17
3.5 Sociale vergelijking................................................................................................................18
3.5.1 Behoefte als mens.................................................................................................................................18
3.5.2 Behoefte als consument........................................................................................................................19
3.5.3 Behoefte als burger...............................................................................................................................19
4 Customer flow................................................................................................................20
4.1 Wat is customer flow?...........................................................................................................20
4.2 Customer flow hedendaags aankoopproces...........................................................................20
4.2.1 Customer flow: 4 stadia.........................................................................................................................21
4.2.2 customer flow: 3 platformen.................................................................................................................21
4.2.3 Customer flow: 3 informatiebronnen...................................................................................................22
4.3 Customer flow 3 historische modellen...................................................................................22
4.3.1 AIDA-model...........................................................................................................................................23
4.3.2 Customer decision journey....................................................................................................................23
4.3.3 Flip the funnel........................................................................................................................................24
5 Waarde aanbod.............................................................................................................25
5.1 Componenten waardeaanbod................................................................................................27
5.2 Waardeaanbod – product......................................................................................................27
5.2.1 4 productniveaus...................................................................................................................................27
5.3 Waardeaanbod – prijs............................................................................................................31
5.3.1 Belang van de prijs.................................................................................................................................31
5.3.2 Prijspsychologie.....................................................................................................................................31
5.3.3 Prijsstrategieën......................................................................................................................................31
5.3.4 Prijsstaktieken.......................................................................................................................................32
5.4 Waardeaanbod – gemak........................................................................................................34
2
IOR1 2022-2023
, 5.5 waardeaanbod – perceptie....................................................................................................34
5.6 Waardeaanbod – innovatie....................................................................................................35
6 Merken..........................................................................................................................35
6.1 Sterke merken.......................................................................................................................35
6.1.1 3 soorten merken..................................................................................................................................36
6.2 Merk en merkfuncties............................................................................................................36
6.2.1 Merk......................................................................................................................................................36
6.2.2 Merkfuncties..........................................................................................................................................36
6.3 Positionering en perceptie van merken..................................................................................37
6.3.1 Positionering..........................................................................................................................................37
6.4 Merkparadox.........................................................................................................................39
6.4.1 Consumenten kennen merken..............................................................................................................39
6.4.2 Een merk zorgt voor een beter aankoopproces....................................................................................40
6.4.3 Consumenten die tevreden zijn met aankoop, kopen merk opnieuw..................................................40
6.5 Relevante Merkevoluties.......................................................................................................41
7 Content..........................................................................................................................43
7.1 Wat is contentmarketing.......................................................................................................43
7.1.1 SEO/SEA.................................................................................................................................................44
7.2 Contenstrategie.....................................................................................................................45
7.2.1 Waarom.................................................................................................................................................45
7.2.2 Adoptiemodel van Rogers.....................................................................................................................45
7.2.3 Onderdelen van contentstrategie.........................................................................................................47
7.3 Vormen van company created content..................................................................................49
7.4 Contentmedia........................................................................................................................49
7.5 De 10 voorwaarden voor goede content................................................................................49
8 Conversatie....................................................................................................................50
8.1 Wat is conversatie? Een gouden kans....................................................................................50
8.1.1 Waarom?...............................................................................................................................................51
8.2 Voordelen en nadelen van conversatie voor merken.............................................................52
8.2.1 Verspreiding van nieuw idee/product...................................................................................................52
8.3 toepassing van conversatie....................................................................................................52
8.4 voornaamste concepten........................................................................................................52
9 Conversie.......................................................................................................................53
9.1 Wat is conversie.....................................................................................................................53
9.1.1 Monitoren..............................................................................................................................................53
9.1.2 converteren...........................................................................................................................................54
9.2 Drie conversiedomeinen........................................................................................................54
9.2.1 Usability.................................................................................................................................................54
9.2.2 User experience / UX.............................................................................................................................55
9.2.3 Lead nurturing (Marketing automation)...............................................................................................55
9.3 Conversie meten....................................................................................................................56
9.4 Voornaamste concepten........................................................................................................56
3
IOR1 2022-2023
, 10 Brand activation-strategie............................................................................................57
10.1 Wat is brand activation........................................................................................................57
10.1.1 Strategie..............................................................................................................................................58
10.2 Brand activation strategie – waarde communiceren............................................................58
10.3 Brand activation – strategie creatie.....................................................................................59
10.3.1 Spelregels voor reclame......................................................................................................................59
10.4 Brand activation – strategie media.......................................................................................59
10.4.1 Communicatiedoelstellingen...............................................................................................................60
10.4.2 Mediadoelstellingen (campagne)........................................................................................................60
10.5 Brand activation – strategie activatie...................................................................................63
10.6 Brand activation – strategie Growth Hacking.......................................................................63
10.7 Brand activation – strategie impact meten..........................................................................63
10.8 Voornaamste modellen........................................................................................................63
11 Omnichannel strategie.................................................................................................64
11.1 Wat is distributie..................................................................................................................64
11.2 Distributiefuncties................................................................................................................65
11.2.1 Functie 1. Behoeften omzetten in beschikbaar product.....................................................................65
11.2.2 Functie 2. Overdracht product/dienst in ruil voor geld......................................................................65
11.2.3 Functie 3. Fysieke retour van producten in ruil voor geld..................................................................65
11.2.4 Functie 4. Info geven en hulp bieden – in de winkel...........................................................................66
11.2.5 Functie 5. Garantieadministratie verzorgen.......................................................................................66
11.2.6 Functie 6. Productervaring bieden in de winkel..................................................................................66
11.2.7 Functie 7. Prijs en voorwaarden communiceren (onderhandelen)....................................................66
11.2.8 Functie 8. Voldoende assortiment aanbieden....................................................................................66
11.2.9 Functie 9. Assortiment overzichtelijk aanbieden................................................................................66
11.3 Wat is de omnichannel strategie..........................................................................................67
11.4 Hoe de omnichannel-strategie in de praktijk toepassen......................................................67
11.4.1 Verrijking van klassieke distributiefuncties.........................................................................................68
11.5 Omichannel – het belang van e-commerce..........................................................................69
11.6 Voornaamste concepten......................................................................................................70
12 Customer experience strategie.....................................................................................71
12.1 Wat is customer experience? Waarom is een CX-strategie nodig?.......................................71
12.1.1 Klanten ‘at risk’....................................................................................................................................72
12.1.2 Instant kritische consument................................................................................................................72
12.1.3 Klassieke organisatiestructuur............................................................................................................72
12.2 Impact van customer experience.........................................................................................72
12.2.1 Minimaliseren van ‘at risk’ klanten.....................................................................................................72
12.3 Toepassen van customer experience....................................................................................73
12.3.1 Stap 1: Bewustwording bedrijf............................................................................................................73
12.3.2 Stap 2: organisatie...............................................................................................................................74
12.3.3 Stap 3: Customer experience communicatiestrategie........................................................................75
12.3.4 Stap 4: Kies de juiste tool....................................................................................................................75
12.3.5 Stap 5: Meten......................................................................................................................................75
12.4 Voornaamste inzichten........................................................................................................75
4
IOR1 2022-2023
