6 JANUARI 2021
E-SKILLS PPTS
SAMENVATTING
LAUREN DEPONDT
ARTEVELDEHOGESCHOOL
2020-2021
,INHOUDSOPGAVE
1. ABC VAN ONLINE MARKETING .................................................................................................................... 4
1.1 INTRO ............................................................................................................................................................ 4
1.2 DE ONLINE CUSTOMER JOURNEY.................................................................................................................. 4
1.3 digital marketing strategy............................................................................................................................. 7
1.3.1 Het doel van een digitaal marketingplan ............................................................................................... 7
1.3.2 Kanaaltypen ........................................................................................................................................... 7
1.3.4 Score on the moments that matter ....................................................................................................... 9
1.4 Data driven.................................................................................................................................................. 10
1.4.1.Meet de momenten die er toe doen ................................................................................................... 10
1.4.2. Rendement op uitgegeven advertentie .............................................................................................. 10
1.5/ Conclusie .................................................................................................................................................... 10
1. state of the art .......................................................................................................................................... 11
2. SEA (search engine advertising .................................................................................................................. 12
2.1 INTRO .......................................................................................................................................................... 12
2.1.1 WAT IS SEO? ........................................................................................................................................ 12
2.1.2 WAT IS SEA? ......................................................................................................................................... 13
2.2 SEA IN DE ONLINE CUSTOMER JOURNEY .................................................................................................... 16
2.2. 1 WAAR zien we google ads? ................................................................................................................. 16
2.2.3 De nieuwe customer journey .............................................................................................................. 17
2.2.4 HET DOEL VAN SEA .............................................................................................................................. 17
2.3 Google Ads structuur................................................................................................................................... 18
2 3.1 Bouwen aan de campagne................................................................................................................... 18
2.3.2 HET LONG TAIL principe....................................................................................................................... 19
2.3.3 AD-GRoups........................................................................................................................................... 19
2.3.4 TEKST ADs ............................................................................................................................................ 20
2.3.5 AD extensions ...................................................................................................................................... 20
2.3.6 CAMPAGNE .......................................................................................................................................... 21
2.3.7 SUCCESVOLLE SEA................................................................................................................................ 21
2.4 quality score EN AD position ....................................................................................................................... 22
Qualityscore:................................................................................................................................................. 22
Ad position:................................................................................................................................................... 22
2.5 reporting ..................................................................................................................................................... 23
2.5.1 Main metrics ........................................................................................................................................ 23
3. GOOGLE Analytics ..................................................................................................................................... 24
4. DISPLAY ADVERTISING & video marketing................................................................................................. 25
4.1 Introductie ................................................................................................................................................... 25
4.1.1 Display & video advertising in de customer journey? ......................................................................... 26
4.2 Display advertising ...................................................................................................................................... 28
1
, 4.4 Video marketing .......................................................................................................................................... 31
4.4.1 VOORDELEN EN NADELEN VAN VIDEO MARKETING .................................................................. 31
4.4.2 YouTube als belangrijk content marketingkanaal................................................................................ 32
4.5 Conclusie ..................................................................................................................................................... 35
5. SOCIAL MEDIA ADVERTISING .................................................................................................................... 36
5.1 Introductie ................................................................................................................................................... 36
5.2 SOCIAL MEDIA – ADVERTISING STRATEGY .......................................................................................... 36
5.3 CONCLUSIE .................................................................................................................................................. 39
6. AFFILIATE MARKETING .............................................................................................................................. 41
6.1 Intro............................................................................................................................................................. 41
6.1.1 Partijen in affiliate marketing .............................................................................................................. 41
6.1.2 Nieuw? ................................................................................................................................................. 42
6.1.3 Affiliate marketing = performanced based .......................................................................................... 42
6.1.4 PRO'S EN CON'S ................................................................................................................................... 42
6.2 Hoe werkt affiliate marketing? ................................................................................................................... 43
6.2.1 MANIEREN OM AFFILIATE MARKETING TE DOEN ................................................................................ 45
6.2.2 De rol van een affiliate network .......................................................................................................... 45
6.2.3 zelf affiliate marketing programma starten......................................................................................... 45
6.2.4 Voor- en nadelen van een affiliate network ........................................................................................ 46
6.3 AFFILIATE MARKETING IN DE CUSTOMER JOURNEY ................................................................................... 46
6.4 Ad formats .................................................................................................................................................. 48
6.4.1 advertentiemateriaal ........................................................................................................................... 48
6.4.2 SOORTEN affiliate marketing ............................................................................................................... 48
6.4.3 AFFILIATE VS REFERRAL MARKETING................................................................................................... 48
6.4.4 Affiliate marketing versus Influencer marketing ................................................................................. 49
Extra: METINGEN VOOR AFFILIATE MARKETING .......................................................................................... 49
Extra: TIPS VOOR AFFILIATE MARKETING ..................................................................................................... 50
7. E-mailmarketing........................................................................................................................................ 51
7.1 INTRO .......................................................................................................................................................... 51
7.1.1 VOORDELEN VAN E-MAILMARKETING................................................................................................. 51
7.1.2 Challenge ............................................................................................................................................. 51
7.1.3 E-mail marketing in de customer journey ........................................................................................... 52
7.2 Strategie ...................................................................................................................................................... 53
7.2.1 Stappenplan ......................................................................................................................................... 53
7.3 Marketing automation ................................................................................................................................ 60
7.3.1 Waarom MarkeTing autmation? ......................................................................................................... 60
7.3.2 Advertising & retargeting (remarketing) ............................................................................................. 62
7.4 CONCLUSIE .................................................................................................................................................. 65
2
, 3
E-SKILLS PPTS
SAMENVATTING
LAUREN DEPONDT
ARTEVELDEHOGESCHOOL
2020-2021
,INHOUDSOPGAVE
1. ABC VAN ONLINE MARKETING .................................................................................................................... 4
1.1 INTRO ............................................................................................................................................................ 4
1.2 DE ONLINE CUSTOMER JOURNEY.................................................................................................................. 4
1.3 digital marketing strategy............................................................................................................................. 7
1.3.1 Het doel van een digitaal marketingplan ............................................................................................... 7
1.3.2 Kanaaltypen ........................................................................................................................................... 7
1.3.4 Score on the moments that matter ....................................................................................................... 9
1.4 Data driven.................................................................................................................................................. 10
1.4.1.Meet de momenten die er toe doen ................................................................................................... 10
1.4.2. Rendement op uitgegeven advertentie .............................................................................................. 10
1.5/ Conclusie .................................................................................................................................................... 10
1. state of the art .......................................................................................................................................... 11
2. SEA (search engine advertising .................................................................................................................. 12
2.1 INTRO .......................................................................................................................................................... 12
2.1.1 WAT IS SEO? ........................................................................................................................................ 12
2.1.2 WAT IS SEA? ......................................................................................................................................... 13
2.2 SEA IN DE ONLINE CUSTOMER JOURNEY .................................................................................................... 16
2.2. 1 WAAR zien we google ads? ................................................................................................................. 16
2.2.3 De nieuwe customer journey .............................................................................................................. 17
2.2.4 HET DOEL VAN SEA .............................................................................................................................. 17
2.3 Google Ads structuur................................................................................................................................... 18
2 3.1 Bouwen aan de campagne................................................................................................................... 18
2.3.2 HET LONG TAIL principe....................................................................................................................... 19
2.3.3 AD-GRoups........................................................................................................................................... 19
2.3.4 TEKST ADs ............................................................................................................................................ 20
2.3.5 AD extensions ...................................................................................................................................... 20
2.3.6 CAMPAGNE .......................................................................................................................................... 21
2.3.7 SUCCESVOLLE SEA................................................................................................................................ 21
2.4 quality score EN AD position ....................................................................................................................... 22
Qualityscore:................................................................................................................................................. 22
Ad position:................................................................................................................................................... 22
2.5 reporting ..................................................................................................................................................... 23
2.5.1 Main metrics ........................................................................................................................................ 23
3. GOOGLE Analytics ..................................................................................................................................... 24
4. DISPLAY ADVERTISING & video marketing................................................................................................. 25
4.1 Introductie ................................................................................................................................................... 25
4.1.1 Display & video advertising in de customer journey? ......................................................................... 26
4.2 Display advertising ...................................................................................................................................... 28
1
, 4.4 Video marketing .......................................................................................................................................... 31
4.4.1 VOORDELEN EN NADELEN VAN VIDEO MARKETING .................................................................. 31
4.4.2 YouTube als belangrijk content marketingkanaal................................................................................ 32
4.5 Conclusie ..................................................................................................................................................... 35
5. SOCIAL MEDIA ADVERTISING .................................................................................................................... 36
5.1 Introductie ................................................................................................................................................... 36
5.2 SOCIAL MEDIA – ADVERTISING STRATEGY .......................................................................................... 36
5.3 CONCLUSIE .................................................................................................................................................. 39
6. AFFILIATE MARKETING .............................................................................................................................. 41
6.1 Intro............................................................................................................................................................. 41
6.1.1 Partijen in affiliate marketing .............................................................................................................. 41
6.1.2 Nieuw? ................................................................................................................................................. 42
6.1.3 Affiliate marketing = performanced based .......................................................................................... 42
6.1.4 PRO'S EN CON'S ................................................................................................................................... 42
6.2 Hoe werkt affiliate marketing? ................................................................................................................... 43
6.2.1 MANIEREN OM AFFILIATE MARKETING TE DOEN ................................................................................ 45
6.2.2 De rol van een affiliate network .......................................................................................................... 45
6.2.3 zelf affiliate marketing programma starten......................................................................................... 45
6.2.4 Voor- en nadelen van een affiliate network ........................................................................................ 46
6.3 AFFILIATE MARKETING IN DE CUSTOMER JOURNEY ................................................................................... 46
6.4 Ad formats .................................................................................................................................................. 48
6.4.1 advertentiemateriaal ........................................................................................................................... 48
6.4.2 SOORTEN affiliate marketing ............................................................................................................... 48
6.4.3 AFFILIATE VS REFERRAL MARKETING................................................................................................... 48
6.4.4 Affiliate marketing versus Influencer marketing ................................................................................. 49
Extra: METINGEN VOOR AFFILIATE MARKETING .......................................................................................... 49
Extra: TIPS VOOR AFFILIATE MARKETING ..................................................................................................... 50
7. E-mailmarketing........................................................................................................................................ 51
7.1 INTRO .......................................................................................................................................................... 51
7.1.1 VOORDELEN VAN E-MAILMARKETING................................................................................................. 51
7.1.2 Challenge ............................................................................................................................................. 51
7.1.3 E-mail marketing in de customer journey ........................................................................................... 52
7.2 Strategie ...................................................................................................................................................... 53
7.2.1 Stappenplan ......................................................................................................................................... 53
7.3 Marketing automation ................................................................................................................................ 60
7.3.1 Waarom MarkeTing autmation? ......................................................................................................... 60
7.3.2 Advertising & retargeting (remarketing) ............................................................................................. 62
7.4 CONCLUSIE .................................................................................................................................................. 65
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