DIGITAL MARKETING
STRATEGY
Samenvatting
Creative Business
Jaar 3
,Inhoud
Inleiding ................................................................................................................................................... 5
Vijf golven van disruptie ....................................................................................................................... 5
Waarom bol.com het beste marketingbedrijf van Nederland is ....................................................... 5
Leeswijzer ................................................................................................................................................ 6
Hoofdstuk 1. Interne analyse ................................................................................................................... 7
1.1 Organisatie ..................................................................................................................................... 7
The Digital Maturity Model 4.0 - Forrester........................................................................................ 8
1.2 Media ........................................................................................................................................... 10
What is Earned, Owned & Paid Media? The Difference Explained ............................................... 10
1.3 Marketinginspanningen ................................................................................................................ 11
1.4 Klantanalyse ................................................................................................................................ 11
The challenge of customer engagement ........................................................................................ 12
Customer journey ............................................................................................................................... 17
1.2 Klantloyaliteit en klanttevredenheid.......................................................................................... 17
1.6 De reis van de klant.................................................................................................................. 18
1.7 De customer journey als methodiek ......................................................................................... 18
1.8 Soorten customer journeys ...................................................................................................... 19
1.9 Opbouw van de customer journey ........................................................................................... 19
Aantekeningen bij Hoofdstuk 1 .......................................................................................................... 20
Hoofdstuk 2. Doelgroepanalyse ............................................................................................................ 21
Digitaal zoekgedrag ........................................................................................................................... 21
Congnitief zoekgedrag ................................................................................................................... 22
Affectief zoekgedrag....................................................................................................................... 22
Conatief zoekgedrag ...................................................................................................................... 22
Aankoopgedrag .................................................................................................................................. 23
Socialmediagedrag ............................................................................................................................ 24
Merkinvloed op eWoM via social media netwerken ....................................................................... 24
Introducing COBRAs ...................................................................................................................... 27
Hoofdstuk 3. Concurrentieanalyse ........................................................................................................ 29
Scoren met SEO: kijk af bij je concurrenten [5 handige tips] ............................................................. 30
Aantekeningen Concurrentie ............................................................................................................. 32
Hoofdstuk 4. Omgevingsanalyse (Externe) ........................................................................................... 33
DESTEP-analyse van de digitale omgeving ...................................................................................... 34
Deze 25 tech-trends leiden de digitale transformatie ..................................................................... 35
Vijfkrachtenmodel Porter .................................................................................................................... 36
Porters five forces .......................................................................................................................... 37
Hoofdstuk 5. Strategische opties ........................................................................................................... 41
5.1 Ansoff groeimatrix ........................................................................................................................ 41
Beslissing 1. Markt- en productontwikkelingsstrategieën .............................................................. 42
, 5.2 Waardepropositie – waarin ga je uitblinken? ............................................................................... 44
Vijf strategieën van waardepropositie op het internet .................................................................... 44
5.3 Businessmodellen ........................................................................................................................ 46
The 4C Internet business model typology ...................................................................................... 47
5.4 Verdienmodellen .......................................................................................................................... 48
5.5 Devices als groeioptie .................................................................................................................. 49
Aantekeningen - Drivers voor mobiel gebruik ................................................................................ 49
5.6 De strategische marketingmix...................................................................................................... 50
De vier marketing C’s in digitale context ........................................................................................ 50
Hoofdstuk 6. Product ............................................................................................................................. 54
Hoofdstuk 8. Product in de digitale omgeving; consumer needs & wants ......................................... 55
Aantekeningen - Digitale kansen bij productontwikkeling .............................................................. 56
8.1.2 (Un)bundling van producten en diensten; de invloed van internet ........................................ 57
Productontwikkeling, adoptie en diffusie ............................................................................................ 57
How to use Crowdsourcing in Your Digital Marketing Strategy ..................................................... 58
6 Speed of new product diffusion ................................................................................................... 60
Merkbeleid.......................................................................................................................................... 61
Brand Equity Management in a Multichannel, Multimedia Retail Environment ............................. 61
Hoofdstuk 7. Prijs .................................................................................................................................. 65
Integrative Pricing via the Pricing Wheel ........................................................................................... 66
Consumentenprijzen .......................................................................................................................... 74
Advertentieprijzen .............................................................................................................................. 75
Snapchat’s low-end theory ............................................................................................................. 76
Hoofdstuk 8 Promotie/marketingcommunicatie ..................................................................................... 78
SEM (Search Engine Marketing) ....................................................................................................... 78
Search ............................................................................................................................................ 79
Affiliate marketing .............................................................................................................................. 88
Wat is affiliate marketing? De volledige uitleg voor 2020! ............................................................. 89
Social media....................................................................................................................................... 90
Blogs & Viral marketing ...................................................................................................................... 90
Hoofdstuk 14. Communiceren via sociale media ........................................................................... 90
Aantekeningen Hoofdstuk 9 ............................................................................................................... 97
Hoofdstuk 9. Plaats ............................................................................................................................. 102
Kanaalconflicten ............................................................................................................................... 103
Dropshipping .................................................................................................................................... 104
Aantekeningen Plaats ...................................................................................................................... 104
Hoofdstuk 10. Het strategische digitale marketingplan ....................................................................... 105
, Tips
- Lees de reader; alles wordt behandeld
- Bekijk de kennisclips
- Train jezelf per hoofdstuk met aantekeningen en sheets erbij (en oefeningen uit colleges)
- Kan je voorbeelden geven? Kan je het een en ander uitleggen?
Maken
- Lees de vragen goed door
- Lees de case secuur en onderstreep/markeer
- Lees elke vraag goed en beantwoord alle onderdelen
STRATEGY
Samenvatting
Creative Business
Jaar 3
,Inhoud
Inleiding ................................................................................................................................................... 5
Vijf golven van disruptie ....................................................................................................................... 5
Waarom bol.com het beste marketingbedrijf van Nederland is ....................................................... 5
Leeswijzer ................................................................................................................................................ 6
Hoofdstuk 1. Interne analyse ................................................................................................................... 7
1.1 Organisatie ..................................................................................................................................... 7
The Digital Maturity Model 4.0 - Forrester........................................................................................ 8
1.2 Media ........................................................................................................................................... 10
What is Earned, Owned & Paid Media? The Difference Explained ............................................... 10
1.3 Marketinginspanningen ................................................................................................................ 11
1.4 Klantanalyse ................................................................................................................................ 11
The challenge of customer engagement ........................................................................................ 12
Customer journey ............................................................................................................................... 17
1.2 Klantloyaliteit en klanttevredenheid.......................................................................................... 17
1.6 De reis van de klant.................................................................................................................. 18
1.7 De customer journey als methodiek ......................................................................................... 18
1.8 Soorten customer journeys ...................................................................................................... 19
1.9 Opbouw van de customer journey ........................................................................................... 19
Aantekeningen bij Hoofdstuk 1 .......................................................................................................... 20
Hoofdstuk 2. Doelgroepanalyse ............................................................................................................ 21
Digitaal zoekgedrag ........................................................................................................................... 21
Congnitief zoekgedrag ................................................................................................................... 22
Affectief zoekgedrag....................................................................................................................... 22
Conatief zoekgedrag ...................................................................................................................... 22
Aankoopgedrag .................................................................................................................................. 23
Socialmediagedrag ............................................................................................................................ 24
Merkinvloed op eWoM via social media netwerken ....................................................................... 24
Introducing COBRAs ...................................................................................................................... 27
Hoofdstuk 3. Concurrentieanalyse ........................................................................................................ 29
Scoren met SEO: kijk af bij je concurrenten [5 handige tips] ............................................................. 30
Aantekeningen Concurrentie ............................................................................................................. 32
Hoofdstuk 4. Omgevingsanalyse (Externe) ........................................................................................... 33
DESTEP-analyse van de digitale omgeving ...................................................................................... 34
Deze 25 tech-trends leiden de digitale transformatie ..................................................................... 35
Vijfkrachtenmodel Porter .................................................................................................................... 36
Porters five forces .......................................................................................................................... 37
Hoofdstuk 5. Strategische opties ........................................................................................................... 41
5.1 Ansoff groeimatrix ........................................................................................................................ 41
Beslissing 1. Markt- en productontwikkelingsstrategieën .............................................................. 42
, 5.2 Waardepropositie – waarin ga je uitblinken? ............................................................................... 44
Vijf strategieën van waardepropositie op het internet .................................................................... 44
5.3 Businessmodellen ........................................................................................................................ 46
The 4C Internet business model typology ...................................................................................... 47
5.4 Verdienmodellen .......................................................................................................................... 48
5.5 Devices als groeioptie .................................................................................................................. 49
Aantekeningen - Drivers voor mobiel gebruik ................................................................................ 49
5.6 De strategische marketingmix...................................................................................................... 50
De vier marketing C’s in digitale context ........................................................................................ 50
Hoofdstuk 6. Product ............................................................................................................................. 54
Hoofdstuk 8. Product in de digitale omgeving; consumer needs & wants ......................................... 55
Aantekeningen - Digitale kansen bij productontwikkeling .............................................................. 56
8.1.2 (Un)bundling van producten en diensten; de invloed van internet ........................................ 57
Productontwikkeling, adoptie en diffusie ............................................................................................ 57
How to use Crowdsourcing in Your Digital Marketing Strategy ..................................................... 58
6 Speed of new product diffusion ................................................................................................... 60
Merkbeleid.......................................................................................................................................... 61
Brand Equity Management in a Multichannel, Multimedia Retail Environment ............................. 61
Hoofdstuk 7. Prijs .................................................................................................................................. 65
Integrative Pricing via the Pricing Wheel ........................................................................................... 66
Consumentenprijzen .......................................................................................................................... 74
Advertentieprijzen .............................................................................................................................. 75
Snapchat’s low-end theory ............................................................................................................. 76
Hoofdstuk 8 Promotie/marketingcommunicatie ..................................................................................... 78
SEM (Search Engine Marketing) ....................................................................................................... 78
Search ............................................................................................................................................ 79
Affiliate marketing .............................................................................................................................. 88
Wat is affiliate marketing? De volledige uitleg voor 2020! ............................................................. 89
Social media....................................................................................................................................... 90
Blogs & Viral marketing ...................................................................................................................... 90
Hoofdstuk 14. Communiceren via sociale media ........................................................................... 90
Aantekeningen Hoofdstuk 9 ............................................................................................................... 97
Hoofdstuk 9. Plaats ............................................................................................................................. 102
Kanaalconflicten ............................................................................................................................... 103
Dropshipping .................................................................................................................................... 104
Aantekeningen Plaats ...................................................................................................................... 104
Hoofdstuk 10. Het strategische digitale marketingplan ....................................................................... 105
, Tips
- Lees de reader; alles wordt behandeld
- Bekijk de kennisclips
- Train jezelf per hoofdstuk met aantekeningen en sheets erbij (en oefeningen uit colleges)
- Kan je voorbeelden geven? Kan je het een en ander uitleggen?
Maken
- Lees de vragen goed door
- Lees de case secuur en onderstreep/markeer
- Lees elke vraag goed en beantwoord alle onderdelen
