Customer insight tools OE 102 1314OE102A
Business Studies
marketing
Rosa de Heus
634431, ALBSMAVT3A
Docent: Willem
Kwakernaat
Inleverdatum:
04-07-2021
,Titlepage
Name and student number Rosa de Heus(634431)
Education Business Studies- Marketing
Course Customer insight tools OE 102 1314OE102A
Class ALBSMAVT3A
Teacher Willem Kwakernaat
Deadline 04-07-2021
2
,Foreword
This report is written to complete the course ‘’Customer insight tools’’, that is be given in the third
semester of year 3. The course consists out of 7 modules: Customer Relationship Management,
Search Engine Optimization, Website Optimization, Paid Search Marketing, Social Media Marketing,
E-mail marketing and Content Marketing. To complete the course the student must hand in all
assignments that belong to these modules. In addition, the student must obtain the Google Analytics
certificate and 80% of the lectures need to have been followed. The report must be uploaded at
Gradework at the fourth of July 2021.
3
, Contents
Titlepage .................................................................................................................................................. 2
Foreword ................................................................................................................................................. 3
Introduction: Library of Hoorn ................................................................................................................ 6
1. Customer Relationship Management ............................................................................................. 8
1.1 Assignment 1: Reading two articles ........................................................................................ 8
1.2 Assignment 1: Give a short review of the video...................................................................... 8
1.3 Article Ed Peelen...................................................................................................................... 9
1.4 Article “Customer loyalty’’ .................................................................................................... 11
1.5 Loyalty case Konnexion ......................................................................................................... 12
1.6 Library Hoorn......................................................................................................................... 14
2. Search Engine Optimization .......................................................................................................... 16
2.1 Exercise 1 ..................................................................................................................................... 16
2.2 Exercise 2 ..................................................................................................................................... 16
2.3 SEMrush ....................................................................................................................................... 18
3. Website Optimization.................................................................................................................... 25
3.1 Exercise 1 ............................................................................................................................... 25
3.2 Design principles for omnichannel company ........................................................................ 26
3.3 ‘’5 second test’’ ..................................................................................................................... 27
3.4 Adjusted design ..................................................................................................................... 28
3.5 Google Analytics check-up .................................................................................................... 29
3.6 Website conclusion ............................................................................................................... 30
4. Paid Search Marketing................................................................................................................... 31
4.1 Setting up Search Engine Advertisements ............................................................................ 31
4.2 Create Search Engine advertising (SEA) ...................................................................................... 32
5. Social Media Marketing ................................................................................................................. 33
5.1 Channel’s statistics ................................................................................................................ 33
5.2 Select Channels...................................................................................................................... 34
5.3 Content calendar ................................................................................................................... 35
5.4 Facebook Business................................................................................................................. 40
5.5 Making Facebook ads ............................................................................................................ 40
5.6 Using Instagram ........................................................................................................................... 43
5.7 Apps to enhance Instagram................................................................................................... 45
5.8 Using Twitter ......................................................................................................................... 47
4
Business Studies
marketing
Rosa de Heus
634431, ALBSMAVT3A
Docent: Willem
Kwakernaat
Inleverdatum:
04-07-2021
,Titlepage
Name and student number Rosa de Heus(634431)
Education Business Studies- Marketing
Course Customer insight tools OE 102 1314OE102A
Class ALBSMAVT3A
Teacher Willem Kwakernaat
Deadline 04-07-2021
2
,Foreword
This report is written to complete the course ‘’Customer insight tools’’, that is be given in the third
semester of year 3. The course consists out of 7 modules: Customer Relationship Management,
Search Engine Optimization, Website Optimization, Paid Search Marketing, Social Media Marketing,
E-mail marketing and Content Marketing. To complete the course the student must hand in all
assignments that belong to these modules. In addition, the student must obtain the Google Analytics
certificate and 80% of the lectures need to have been followed. The report must be uploaded at
Gradework at the fourth of July 2021.
3
, Contents
Titlepage .................................................................................................................................................. 2
Foreword ................................................................................................................................................. 3
Introduction: Library of Hoorn ................................................................................................................ 6
1. Customer Relationship Management ............................................................................................. 8
1.1 Assignment 1: Reading two articles ........................................................................................ 8
1.2 Assignment 1: Give a short review of the video...................................................................... 8
1.3 Article Ed Peelen...................................................................................................................... 9
1.4 Article “Customer loyalty’’ .................................................................................................... 11
1.5 Loyalty case Konnexion ......................................................................................................... 12
1.6 Library Hoorn......................................................................................................................... 14
2. Search Engine Optimization .......................................................................................................... 16
2.1 Exercise 1 ..................................................................................................................................... 16
2.2 Exercise 2 ..................................................................................................................................... 16
2.3 SEMrush ....................................................................................................................................... 18
3. Website Optimization.................................................................................................................... 25
3.1 Exercise 1 ............................................................................................................................... 25
3.2 Design principles for omnichannel company ........................................................................ 26
3.3 ‘’5 second test’’ ..................................................................................................................... 27
3.4 Adjusted design ..................................................................................................................... 28
3.5 Google Analytics check-up .................................................................................................... 29
3.6 Website conclusion ............................................................................................................... 30
4. Paid Search Marketing................................................................................................................... 31
4.1 Setting up Search Engine Advertisements ............................................................................ 31
4.2 Create Search Engine advertising (SEA) ...................................................................................... 32
5. Social Media Marketing ................................................................................................................. 33
5.1 Channel’s statistics ................................................................................................................ 33
5.2 Select Channels...................................................................................................................... 34
5.3 Content calendar ................................................................................................................... 35
5.4 Facebook Business................................................................................................................. 40
5.5 Making Facebook ads ............................................................................................................ 40
5.6 Using Instagram ........................................................................................................................... 43
5.7 Apps to enhance Instagram................................................................................................... 45
5.8 Using Twitter ......................................................................................................................... 47
4
