, Hogeschool InHolland Haarlem
Opleiding Business Studies en Finance and Control
OE 102: Customer insight tools
Haarlem, 23 May 2023
Name: Suzanne Keijzers - 666341
College: OE102 Customer Insight tools
Location: Inholland Haarlem
Education: Business, Finance & Law Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Lecturer: Hans Zahn
Date: 23 May 2023
,PREFACE
For the subject OE 102 Customer Insight Tools, I, a student at the InHolland University of Applied
Sciences, am going to conduct research on the company JOSH V. The research is about the phases in
the customer journey. This will be supported by various tools and desk research. The topics of digital
marketing, content marketing, SEO, SEM, social media marketing, website development and
optimizing, CRM and e-mail marketing will be covered.
In this foreword, I would like to thank Hans Zahn for his inspiring lessons and help with the research.
Through the readers and lessons, I was able to shape this report/research.
Suzanne Keijzers
Haarlem, 23 May 2023
, TABLE OF CONTEXTS
Preface ............................................................................................................................................................. 3
Module 1: Digital marketing and content marketing ........................................................................................ 5
Josh V the brand ................................................................................................................................................. 5
Current situation ................................................................................................................................................. 5
Customer information ......................................................................................................................................... 6
Improvement 1 ................................................................................................................................................... 6
Improvement 2 ................................................................................................................................................... 7
Module 2: Search Engine Optimization ............................................................................................................ 8
SEO THEORY ........................................................................................................................................................ 8
CURRENT SEO SITUATION AND IMPROVEMENT ................................................................................................. 9
Improvement ...................................................................................................................................................... 9
Example of improvement .................................................................................................................................. 10
Module 3: Search Engine Marketing ............................................................................................................... 12
Theory SEM ....................................................................................................................................................... 12
Current situation ............................................................................................................................................... 13
Ideal customer .............................................................................................................................................. 13
Positioning .................................................................................................................................................... 13
Proposition ................................................................................................................................................... 13
improvement/conclusion .................................................................................................................................. 13
Google campaign .......................................................................................................................................... 14
Module 4: Social media marketing ................................................................................................................. 15
5 pilars of social media marketing .................................................................................................................... 15
Current SITUATION/ improvement ................................................................................................................... 16
Improvement ................................................................................................................................................ 17
Social media post and ad .................................................................................................................................. 18
Module 5: Website development and optimalization .................................................................................... 19
analysis of the website ...................................................................................................................................... 19
Usability of the website JOSHV.com ................................................................................................................. 19
Improvement and conclusion ............................................................................................................................ 20
Module 6: CRM .............................................................................................................................................. 22
Brand loyalty ..................................................................................................................................................... 22
Second- and first-party cookies......................................................................................................................... 23
Current situation ............................................................................................................................................... 23
Opleiding Business Studies en Finance and Control
OE 102: Customer insight tools
Haarlem, 23 May 2023
Name: Suzanne Keijzers - 666341
College: OE102 Customer Insight tools
Location: Inholland Haarlem
Education: Business, Finance & Law Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Lecturer: Hans Zahn
Date: 23 May 2023
,PREFACE
For the subject OE 102 Customer Insight Tools, I, a student at the InHolland University of Applied
Sciences, am going to conduct research on the company JOSH V. The research is about the phases in
the customer journey. This will be supported by various tools and desk research. The topics of digital
marketing, content marketing, SEO, SEM, social media marketing, website development and
optimizing, CRM and e-mail marketing will be covered.
In this foreword, I would like to thank Hans Zahn for his inspiring lessons and help with the research.
Through the readers and lessons, I was able to shape this report/research.
Suzanne Keijzers
Haarlem, 23 May 2023
, TABLE OF CONTEXTS
Preface ............................................................................................................................................................. 3
Module 1: Digital marketing and content marketing ........................................................................................ 5
Josh V the brand ................................................................................................................................................. 5
Current situation ................................................................................................................................................. 5
Customer information ......................................................................................................................................... 6
Improvement 1 ................................................................................................................................................... 6
Improvement 2 ................................................................................................................................................... 7
Module 2: Search Engine Optimization ............................................................................................................ 8
SEO THEORY ........................................................................................................................................................ 8
CURRENT SEO SITUATION AND IMPROVEMENT ................................................................................................. 9
Improvement ...................................................................................................................................................... 9
Example of improvement .................................................................................................................................. 10
Module 3: Search Engine Marketing ............................................................................................................... 12
Theory SEM ....................................................................................................................................................... 12
Current situation ............................................................................................................................................... 13
Ideal customer .............................................................................................................................................. 13
Positioning .................................................................................................................................................... 13
Proposition ................................................................................................................................................... 13
improvement/conclusion .................................................................................................................................. 13
Google campaign .......................................................................................................................................... 14
Module 4: Social media marketing ................................................................................................................. 15
5 pilars of social media marketing .................................................................................................................... 15
Current SITUATION/ improvement ................................................................................................................... 16
Improvement ................................................................................................................................................ 17
Social media post and ad .................................................................................................................................. 18
Module 5: Website development and optimalization .................................................................................... 19
analysis of the website ...................................................................................................................................... 19
Usability of the website JOSHV.com ................................................................................................................. 19
Improvement and conclusion ............................................................................................................................ 20
Module 6: CRM .............................................................................................................................................. 22
Brand loyalty ..................................................................................................................................................... 22
Second- and first-party cookies......................................................................................................................... 23
Current situation ............................................................................................................................................... 23
