Digital Marketing
Inhoud
De wereld is digitaal ..................................................................................................... 7
Het belang van internet .......................................................................................... 7
Belangrijke afbeeldingen ........................................................................................ 7
Wie is de digitale consument? ................................................................................ 8
De digitale consument ........................................................................................... 8
Digital transformation vs. digital disruption .............................................................. 8
Digitale trends ...................................................................................................... 9
Hype Cycle for Emerging Technologies .................................................................... 9
Internet of Things ................................................................................................. 10
Chatbots ............................................................................................................. 10
Van Digitale mobile first naar AI first ...................................................................... 10
Voice search ........................................................................................................ 10
Big data ............................................................................................................... 11
Wat is digitale marketing? .................................................................................... 11
De invloed van technologie op marketing ............................................................... 11
Richting inbound marketing .................................................................................. 11
De traditionele klant vs. De nieuwe klant ............................................................... 12
Digitale marketingstrategie ................................................................................... 12
Buyer persona & Customer journey ............................................................................. 12
Buyer persona ..................................................................................................... 12
Wat is een persona? ............................................................................................. 12
DESTEP-methode................................................................................................. 13
Waarom een persona opstellen ? .......................................................................... 13
Onderdelen van een persona ................................................................................ 13
Inzetten in een online marketingplan ..................................................................... 13
Een persona opstellen .......................................................................................... 14
Hoe verzamel je gegevens over je doelgroep? ......................................................... 14
Customer journey ............................................................................................... 14
Marketing- & verkoopkanalen ................................................................................ 14
Single channel ..................................................................................................... 15
Multi-channel ...................................................................................................... 15
Cross-channel ..................................................................................................... 15
Omnichannel ....................................................................................................... 15
The ‘traditional’ customer journey ......................................................................... 15
1
, The ‘new’ customer journey .................................................................................. 16
Customer journey mapping .................................................................................. 16
Customer journey : touchpoints ............................................................................ 17
Micro momenten ................................................................................................. 17
I-want-…-moments .............................................................................................. 18
Touchpoints ........................................................................................................ 18
Emotie ................................................................................................................ 19
Score on moments that matter ............................................................................. 19
Online representatie ................................................................................................... 20
Wat wil je bereiken met een website? ................................................................... 20
Doelstellingen van een website ............................................................................. 20
Usability ............................................................................................................. 21
UX-Design ........................................................................................................... 21
UX- & UI-Design ................................................................................................... 21
Usability (2) ........................................................................................................ 22
Principe 1: Don’t make me think ............................................................................ 22
Principe 2 & 6: Structuur & Navigatie ..................................................................... 23
Principe 3: Consistentie ....................................................................................... 25
Principe 4: Minimalistisch design .......................................................................... 25
Principe 5: To the point ......................................................................................... 25
Principe 7: (Micro)feedback: foutmelding............................................................... 26
Principe 8: Helpfuncties ....................................................................................... 27
Responsief gedrag ............................................................................................... 27
Menselijkheid – empathy ...................................................................................... 27
Wat maakt online shoppers gelukkig? ................................................................... 28
Customer experience barometer........................................................................... 28
Conclusie ............................................................................................................ 28
Search Engine Marketing (SEM) ................................................................................... 29
Hoe werkt een zoekmachine? .............................................................................. 29
Voor de zoekopdracht .......................................................................................... 29
Na de zoekopdracht ............................................................................................. 29
Wat is SEO – SEA? ............................................................................................... 29
SEO vs. SEA ......................................................................................................... 30
SEO .................................................................................................................... 30
Kijkpercentage ..................................................................................................... 30
Voorbeeld traffic .................................................................................................. 30
On-page vs Off-page ............................................................................................ 31
2
, Structuur van je website ....................................................................................... 31
Site structuur ....................................................................................................... 31
Zoekwoorden (usability van een website) ............................................................... 32
Afbeeldingen met Alt-tags..................................................................................... 33
Toegankelijkheid .................................................................................................. 33
Linkbuilding ......................................................................................................... 33
Google AMP ......................................................................................................... 34
Zoekwoordanalyse ............................................................................................... 34
Local search ........................................................................................................ 35
SEA .................................................................................................................... 35
Google Ads .......................................................................................................... 35
Google Display Netwerk ....................................................................................... 36
Opbouw advertentie ............................................................................................. 37
Doel .................................................................................................................... 37
Online advertising – key terms ............................................................................... 37
Opbouw advertentiecampagne ............................................................................. 37
Weergave advertentie ........................................................................................... 38
E-mailmarketing ......................................................................................................... 39
Wat is e-mailmarketing? ...................................................................................... 39
Doelstellingen van e-mailmarketing? .................................................................... 39
1. Directe verkoop genereren ................................................................................ 39
2. Traffic naar de website genereren ...................................................................... 39
3. Brand en product awareness creëren................................................................. 39
4. Top-of-mind blijven........................................................................................... 40
5. Marketingkosten verlagen ................................................................................. 40
6. Relaties opbouwen en uitbouwen ...................................................................... 40
Voordelen van e-mailmarketing ............................................................................ 40
1. Opmaak is eenvoudig ....................................................................................... 40
2. Kosten zijn laag ................................................................................................ 40
3. Effect is eenvoudig en uitvoerig meetbaar .......................................................... 40
4. Snelle respons ................................................................................................. 41
5. Het is persoonlijk .............................................................................................. 41
6. Het is interactief ............................................................................................... 41
Vormen van e-mailmarketing ............................................................................... 41
1. E-mailnieuwsbrieven ........................................................................................ 41
2. Transactionele e-mails ..................................................................................... 41
3. Direct e-mails .................................................................................................. 42
3
, 4. Acquisitie e-mails ............................................................................................. 42
5. Retentie e-mails ............................................................................................... 42
Meten is weten .................................................................................................... 43
Welke metrics? .................................................................................................... 43
CRITICAL-model ................................................................................................. 43
Conversatie ......................................................................................................... 43
Relevantie ........................................................................................................... 43
Incentive ............................................................................................................. 43
Timing ................................................................................................................. 44
Integratie ............................................................................................................. 44
Creativiteit & copy ................................................................................................ 44
Attributen ............................................................................................................ 45
Landingspagina ................................................................................................... 45
Uitdagingen bij e-mailmarketing ........................................................................... 45
In de praktijk : Mailchimp & Flexmail ..................................................................... 45
Contentmarketing ...................................................................................................... 46
3 belangrijke elementen ...................................................................................... 46
1. Juiste content ................................................................................................... 46
2. Juiste moment.................................................................................................. 46
3. De juiste mensen.............................................................................................. 46
Doel van contentmarketing .................................................................................. 47
Stap 1: Verdiepen in de doelgroep ......................................................................... 47
Stap 2: In kaart brengen van de klantenreis ............................................................ 48
Stap 3: Kanalen bepalen ....................................................................................... 50
Stap 4: De inhoud van de boodschap bepalen ........................................................ 52
Content in fuctie van customer journey ................................................................ 52
SEE = Hero content .............................................................................................. 52
THINK = Hub content ............................................................................................ 52
DO = Hygiene- / hulp content ................................................................................ 52
Sweet spot.......................................................................................................... 53
Hoe vind je jouw sweet spot? ................................................................................ 53
Straffe content? .................................................................................................. 54
Hoe maak je straffe content? ................................................................................ 54
Soorten content ................................................................................................... 55
Storytelling ......................................................................................................... 56
Contentkalender ................................................................................................. 56
Content buckets .................................................................................................. 57
4
Inhoud
De wereld is digitaal ..................................................................................................... 7
Het belang van internet .......................................................................................... 7
Belangrijke afbeeldingen ........................................................................................ 7
Wie is de digitale consument? ................................................................................ 8
De digitale consument ........................................................................................... 8
Digital transformation vs. digital disruption .............................................................. 8
Digitale trends ...................................................................................................... 9
Hype Cycle for Emerging Technologies .................................................................... 9
Internet of Things ................................................................................................. 10
Chatbots ............................................................................................................. 10
Van Digitale mobile first naar AI first ...................................................................... 10
Voice search ........................................................................................................ 10
Big data ............................................................................................................... 11
Wat is digitale marketing? .................................................................................... 11
De invloed van technologie op marketing ............................................................... 11
Richting inbound marketing .................................................................................. 11
De traditionele klant vs. De nieuwe klant ............................................................... 12
Digitale marketingstrategie ................................................................................... 12
Buyer persona & Customer journey ............................................................................. 12
Buyer persona ..................................................................................................... 12
Wat is een persona? ............................................................................................. 12
DESTEP-methode................................................................................................. 13
Waarom een persona opstellen ? .......................................................................... 13
Onderdelen van een persona ................................................................................ 13
Inzetten in een online marketingplan ..................................................................... 13
Een persona opstellen .......................................................................................... 14
Hoe verzamel je gegevens over je doelgroep? ......................................................... 14
Customer journey ............................................................................................... 14
Marketing- & verkoopkanalen ................................................................................ 14
Single channel ..................................................................................................... 15
Multi-channel ...................................................................................................... 15
Cross-channel ..................................................................................................... 15
Omnichannel ....................................................................................................... 15
The ‘traditional’ customer journey ......................................................................... 15
1
, The ‘new’ customer journey .................................................................................. 16
Customer journey mapping .................................................................................. 16
Customer journey : touchpoints ............................................................................ 17
Micro momenten ................................................................................................. 17
I-want-…-moments .............................................................................................. 18
Touchpoints ........................................................................................................ 18
Emotie ................................................................................................................ 19
Score on moments that matter ............................................................................. 19
Online representatie ................................................................................................... 20
Wat wil je bereiken met een website? ................................................................... 20
Doelstellingen van een website ............................................................................. 20
Usability ............................................................................................................. 21
UX-Design ........................................................................................................... 21
UX- & UI-Design ................................................................................................... 21
Usability (2) ........................................................................................................ 22
Principe 1: Don’t make me think ............................................................................ 22
Principe 2 & 6: Structuur & Navigatie ..................................................................... 23
Principe 3: Consistentie ....................................................................................... 25
Principe 4: Minimalistisch design .......................................................................... 25
Principe 5: To the point ......................................................................................... 25
Principe 7: (Micro)feedback: foutmelding............................................................... 26
Principe 8: Helpfuncties ....................................................................................... 27
Responsief gedrag ............................................................................................... 27
Menselijkheid – empathy ...................................................................................... 27
Wat maakt online shoppers gelukkig? ................................................................... 28
Customer experience barometer........................................................................... 28
Conclusie ............................................................................................................ 28
Search Engine Marketing (SEM) ................................................................................... 29
Hoe werkt een zoekmachine? .............................................................................. 29
Voor de zoekopdracht .......................................................................................... 29
Na de zoekopdracht ............................................................................................. 29
Wat is SEO – SEA? ............................................................................................... 29
SEO vs. SEA ......................................................................................................... 30
SEO .................................................................................................................... 30
Kijkpercentage ..................................................................................................... 30
Voorbeeld traffic .................................................................................................. 30
On-page vs Off-page ............................................................................................ 31
2
, Structuur van je website ....................................................................................... 31
Site structuur ....................................................................................................... 31
Zoekwoorden (usability van een website) ............................................................... 32
Afbeeldingen met Alt-tags..................................................................................... 33
Toegankelijkheid .................................................................................................. 33
Linkbuilding ......................................................................................................... 33
Google AMP ......................................................................................................... 34
Zoekwoordanalyse ............................................................................................... 34
Local search ........................................................................................................ 35
SEA .................................................................................................................... 35
Google Ads .......................................................................................................... 35
Google Display Netwerk ....................................................................................... 36
Opbouw advertentie ............................................................................................. 37
Doel .................................................................................................................... 37
Online advertising – key terms ............................................................................... 37
Opbouw advertentiecampagne ............................................................................. 37
Weergave advertentie ........................................................................................... 38
E-mailmarketing ......................................................................................................... 39
Wat is e-mailmarketing? ...................................................................................... 39
Doelstellingen van e-mailmarketing? .................................................................... 39
1. Directe verkoop genereren ................................................................................ 39
2. Traffic naar de website genereren ...................................................................... 39
3. Brand en product awareness creëren................................................................. 39
4. Top-of-mind blijven........................................................................................... 40
5. Marketingkosten verlagen ................................................................................. 40
6. Relaties opbouwen en uitbouwen ...................................................................... 40
Voordelen van e-mailmarketing ............................................................................ 40
1. Opmaak is eenvoudig ....................................................................................... 40
2. Kosten zijn laag ................................................................................................ 40
3. Effect is eenvoudig en uitvoerig meetbaar .......................................................... 40
4. Snelle respons ................................................................................................. 41
5. Het is persoonlijk .............................................................................................. 41
6. Het is interactief ............................................................................................... 41
Vormen van e-mailmarketing ............................................................................... 41
1. E-mailnieuwsbrieven ........................................................................................ 41
2. Transactionele e-mails ..................................................................................... 41
3. Direct e-mails .................................................................................................. 42
3
, 4. Acquisitie e-mails ............................................................................................. 42
5. Retentie e-mails ............................................................................................... 42
Meten is weten .................................................................................................... 43
Welke metrics? .................................................................................................... 43
CRITICAL-model ................................................................................................. 43
Conversatie ......................................................................................................... 43
Relevantie ........................................................................................................... 43
Incentive ............................................................................................................. 43
Timing ................................................................................................................. 44
Integratie ............................................................................................................. 44
Creativiteit & copy ................................................................................................ 44
Attributen ............................................................................................................ 45
Landingspagina ................................................................................................... 45
Uitdagingen bij e-mailmarketing ........................................................................... 45
In de praktijk : Mailchimp & Flexmail ..................................................................... 45
Contentmarketing ...................................................................................................... 46
3 belangrijke elementen ...................................................................................... 46
1. Juiste content ................................................................................................... 46
2. Juiste moment.................................................................................................. 46
3. De juiste mensen.............................................................................................. 46
Doel van contentmarketing .................................................................................. 47
Stap 1: Verdiepen in de doelgroep ......................................................................... 47
Stap 2: In kaart brengen van de klantenreis ............................................................ 48
Stap 3: Kanalen bepalen ....................................................................................... 50
Stap 4: De inhoud van de boodschap bepalen ........................................................ 52
Content in fuctie van customer journey ................................................................ 52
SEE = Hero content .............................................................................................. 52
THINK = Hub content ............................................................................................ 52
DO = Hygiene- / hulp content ................................................................................ 52
Sweet spot.......................................................................................................... 53
Hoe vind je jouw sweet spot? ................................................................................ 53
Straffe content? .................................................................................................. 54
Hoe maak je straffe content? ................................................................................ 54
Soorten content ................................................................................................... 55
Storytelling ......................................................................................................... 56
Contentkalender ................................................................................................. 56
Content buckets .................................................................................................. 57
4
