Inhoud
H1 Geïntegreerde communicatie .......................................................................................................... 12
1.1 Inleiding ....................................................................................................................................... 12
1.2 Marketing en de instrumenten van de marketingmix ................................................................ 12
1.2.1 Marketing: aanbodgerichte benadering .............................................................................. 12
1.2.2 Wat is een product? ............................................................................................................. 13
1.3 Communicatiemix........................................................................................................................ 15
1.4 Geïntegreerde communicatie ..................................................................................................... 16
1.4.1 Integratie MKC: IMC ............................................................................................................. 16
1.4 Integratie van marketingcommunicatie ...................................................................................... 16
1.5 Geïntegreerde MKC in verschillende culturen ............................................................................ 18
1.5.1 Communicatie in verschillende culturen .............................................................................. 18
1.5.2 Standaardiseren of aanpassen? ........................................................................................... 18
1.6 Integratie van corporate communicatie...................................................................................... 19
1.7 Factoren in de ontwikkeling van geïntegreerde marketingcommunicatie en corporate
communicatie .................................................................................................................................... 20
1.7.1 Niet-traditionele vormen MKC ............................................................................................. 21
1.8 Integratieniveaus ......................................................................................................................... 21
1.9 Obstakels voor geïntegreerde communicatie ............................................................................. 22
1.10 Case conversatiemarketing (verdieping .pdf Red Bull) ............................................................. 22
1.10.1 Case Red Bull ...................................................................................................................... 23
1.10.2 “Redbullisering”.................................................................................................................. 24
1.10.3 Case Nike ............................................................................................................................ 24
1.10.4 Case Storytelling & branded content (zie artikel HBR)....................................................... 24
2. Marketing & communicatie Marc Van Aelst college 1 ...................................................................... 25
2.1 Definitie van reclame .................................................................................................................. 25
2.1.1 Wat is “goede reclame”?? .................................................................................................... 25
2.1.1 Eerst: een kleine reality check… ........................................................................................... 26
2.2 the Brand Idea versus reclame (1) .............................................................................................. 28
2.2.1 Wat is goede reclame? ......................................................................................................... 29
2.2.2 Hoe maken we nu goede reclame? ...................................................................................... 30
H3 an introduction to CRM ................................................................................................................... 35
3.0 CRM is??? .................................................................................................................................... 35
3.1 We match the CRM-approach to the Brand Idea ........................................................................ 36
3.2 We use various media to turn mass into individuals and build penetration ............................. 36
1
, 3.3 We map individuals with all their drivers and attributes that are relevant for our business ..... 38
3.3.1 Key points to connect a CRM program to people ................................................................ 38
3.4 This allows us to cluster our audience, based on both significant similarities and differences in
effective buying behavior. Not just based on gut feel. .................................................................... 41
3.4.1 Construction of a loyalty matrix ........................................................................................... 41
3.5 And we track their loyalty mindset, in order to connect them to the right sort of dialog
program ............................................................................................................................................. 43
3.6 ROI is key ..................................................................................................................................... 45
H2 Merkenbeleid ................................................................................................................................... 46
2.1 Inleiding ....................................................................................................................................... 47
2.2 Merken ........................................................................................................................................ 47
2.2.1 Drie merkcategorieën ........................................................................................................... 48
2.3 Succesvolle merken ..................................................................................................................... 49
2.4 Merkstrategieën .......................................................................................................................... 50
2.4.1 Merkenstrategie: bestaande producten binnen één merk .................................................. 50
2.4.2 Merkenstrategie: nieuwe producten binnen één merk ................................................ 52
2.4.3 Internationale merkenstrategie ........................................................................................... 52
2.4.3 Twee-merknamenstrategie: .......................................................................................... 52
2.5 De merkenportefeuille ................................................................................................................ 53
2.6 Merkwaarde (brand equity) ........................................................................................................ 53
2.7 De voordelen van een merkenbeleid .......................................................................................... 56
2.7.1 Marketingcommunicatie en merkwaarde ............................................................................ 56
2.7.2 Merkwaarde en reclame ...................................................................................................... 56
H3: Hoe marketingcommunicatie werkt ............................................................................................... 59
Doelstellingen H3 .............................................................................................................................. 59
Eindtermen hoofdstuk 3.................................................................................................................... 59
3.1 Inleiding ................................................................................................................................. 59
3.2 De hiërarchie van effecten ......................................................................................................... 60
3.3 Vorming & verandering van een attitude ................................................................................... 64
3.4 Elaboration Likelihood ................................................................................................................. 68
3.4.1 Typische ELM effecten.......................................................................................................... 69
3.4.2 ELM gebaseerde modellen: MAOs ....................................................................................... 69
3.5 Groot VW + cognitieve attitudevorming ..................................................................................... 70
3.5.1 Het Fishbein-model (multi-attribuutmodel) ........................................................................ 70
3.5.3 Theory of Reasoned Action (TORA) uitbreiding van Exptectancy-Value model ................. 71
3.5.3 Theory of Planned Behaviour (TPB) = uitbreiding van TORA ............................................... 72
2
, 3.5.4 Zelfovertuiging...................................................................................................................... 73
3.5.5 Praktijkinzicht ....................................................................................................................... 74
3.6 Kleine VW + cognitieve attitudevorming (1) ............................................................................... 74
3.7 Grote VW + affectieve attitudevorming (1) ................................................................................ 75
3.8 Kleine VW + affectieve attitudevorming ..................................................................................... 76
3.8.1 Aad-transfer (1) .................................................................................................................... 76
3.8.2 Transfer van gevoelens......................................................................................................... 77
3.8.3 Emotionele conditionering ................................................................................................... 78
3.8.4 Zuiver blootstellingseffect (1)............................................................................................... 78
3.9 Grote VW, gedragsmatige ontwikkeling ..................................................................................... 79
3.10 Kleine VW, gedragsmatige attitudevorming ............................................................................. 81
3.11 Het effect van marketingcommunicatie in het digitale tijdperk ............................................... 82
Gastcollege Roland Gerets: B2B digitale marketing .............................................................................. 83
1. Business to Business buying behaviour ......................................................................................... 84
1.1 Business Markets ......................................................................................................................... 84
1.1.1 Participants ........................................................................................................................... 85
1.1.2 Acht stappen van het business buying process .................................................................... 85
1.1.3 Opstellen van een geïntegreerd marketingplan................................................................... 86
1.1.4 Business Markets Strategy Goals ......................................................................................... 86
1.1.5 Een goede B2B strategy is: ................................................................................................... 86
1.1.6 Relaties opbouwen in de Business Markets .................................................................. 87
1.1.7 klantenwaarde capteren ...................................................................................................... 87
1.2 customer value management...................................................................................................... 88
1.2.1 capteren van klantwaarde .................................................................................................... 88
1.2.2 Benchmarking CVM Customers ............................................................................................ 89
1.2.3 Drivers Customer Value and Sales Plan ................................................................................ 90
1.2.4 Effectiveness of a CVM Program .......................................................................................... 90
1.2.5 Een CVM-visie omvat de hele commerciële waardeketen................................................... 91
1.3 verschillen tussen B2B en B2C..................................................................................................... 91
1.3.1 B2C Marketing ...................................................................................................................... 93
1.3.2 B2B vs. B2C: bottom line? .................................................................................................... 94
1.4 De B2B buyer’s journey ............................................................................................................... 94
1.4.1 Evolutie van verkoopmetholdogieën ................................................................................... 94
1.4.2 Wat waren de belangrijkste uitdagingen waarmee verkooporganisaties de afgelopen 10
jaar werden geconfronteerd? ....................................................................................................... 95
1.4.3 Classic Buyer’s journey ......................................................................................................... 96
3
, 1.5 B2B customer Journey ................................................................................................................. 96
1.5.1 Difference Customer Journey and Sales Funnel ................................................................... 97
1.5.2 B2B Customer Journey ......................................................................................................... 97
2. There is no B2B and B2C. Human to Human: #H2H ..................................................................... 99
2.1 B2B buyer behaviour: Influence vs. frequency................................................................... 100
2.1.1 B2B buyer behaviour: Buyers of the future....................................................................... 100
2.1.2 B2B buyer behaviour: the role of supplier websites .......................................................... 100
2.2 B2B buyer behaviour: What information are they looking for?............................................... 101
2.2.1 Information shared internally?........................................................................................... 102
2.3 Implicaties?................................................................................................................................ 102
2.3.1 Mobile usage Young professionals ..................................................................................... 103
2.3.2 Mobiel vandaag 60% van Digital ........................................................................................ 104
2.3.3 B2B mobiele leiders richten zich op betrokkenheid........................................................... 105
2.4 B2B Buyer Personas: How will they influence B2B buying processes? .................................... 105
2.4.1 B2B Buyer Personas ............................................................................................................ 106
2.4.2 Online content affects buying process ............................................................................... 106
2.5 Wat betekent dit allemaal voor B2B-aankopen en uw strategie? ...................................... 106
2.5.1 Verschil tussen koopgedrag ............................................................................................... 107
2.5.2 Timing of the shift .............................................................................................................. 107
2.5.3 80% van de B2B-verkoopinteracties zal plaatsvinden in digitale kanalen tegen 2025 ...... 107
2.5.4 Digitale verkoopkanalen zullen in 2025 versnellen ............................................................ 108
2.5.5 De toekomst van sales is adaptief ...................................................................................... 109
2.5.6 The future of CSOs: Leaders of selling, not sellers ............................................................ 109
2.5.7 Hoe zit het met uw bedrijfsstrategie? ................................................................................ 110
2.5.8 The Big Q: how to tackle these trends?.............................................................................. 110
2.6 Customer Journey – Sales Funnel in a digital multi-channel age ............................................. 110
2.6.1 Aankoopbeslissingen op basis van relatie en gerichte informatie ..................................... 110
2.6.2 The old marketing funnel ................................................................................................... 110
2.6.3 Evolution of search ............................................................................................................. 111
2.6.4 Buyers Journey, translate strangers/prospects into customers........................................ 112
2.6.5 Inbound Marketing Methodology, translate strangers into customers ............................ 112
2.6.6 Combine Buyers Journey with the Sales Funnel to optimize results................................. 113
2.6.7 Combine Buyers Journey & Sales Funnel will increase customer delight and improve
interaction between sales & marketing ...................................................................................... 113
2.7 De volgende stap naar de reis van een moderne B2B-koper .................................................... 114
2.7.1 The See-Think-Do-Care model............................................................................................ 114
4
H1 Geïntegreerde communicatie .......................................................................................................... 12
1.1 Inleiding ....................................................................................................................................... 12
1.2 Marketing en de instrumenten van de marketingmix ................................................................ 12
1.2.1 Marketing: aanbodgerichte benadering .............................................................................. 12
1.2.2 Wat is een product? ............................................................................................................. 13
1.3 Communicatiemix........................................................................................................................ 15
1.4 Geïntegreerde communicatie ..................................................................................................... 16
1.4.1 Integratie MKC: IMC ............................................................................................................. 16
1.4 Integratie van marketingcommunicatie ...................................................................................... 16
1.5 Geïntegreerde MKC in verschillende culturen ............................................................................ 18
1.5.1 Communicatie in verschillende culturen .............................................................................. 18
1.5.2 Standaardiseren of aanpassen? ........................................................................................... 18
1.6 Integratie van corporate communicatie...................................................................................... 19
1.7 Factoren in de ontwikkeling van geïntegreerde marketingcommunicatie en corporate
communicatie .................................................................................................................................... 20
1.7.1 Niet-traditionele vormen MKC ............................................................................................. 21
1.8 Integratieniveaus ......................................................................................................................... 21
1.9 Obstakels voor geïntegreerde communicatie ............................................................................. 22
1.10 Case conversatiemarketing (verdieping .pdf Red Bull) ............................................................. 22
1.10.1 Case Red Bull ...................................................................................................................... 23
1.10.2 “Redbullisering”.................................................................................................................. 24
1.10.3 Case Nike ............................................................................................................................ 24
1.10.4 Case Storytelling & branded content (zie artikel HBR)....................................................... 24
2. Marketing & communicatie Marc Van Aelst college 1 ...................................................................... 25
2.1 Definitie van reclame .................................................................................................................. 25
2.1.1 Wat is “goede reclame”?? .................................................................................................... 25
2.1.1 Eerst: een kleine reality check… ........................................................................................... 26
2.2 the Brand Idea versus reclame (1) .............................................................................................. 28
2.2.1 Wat is goede reclame? ......................................................................................................... 29
2.2.2 Hoe maken we nu goede reclame? ...................................................................................... 30
H3 an introduction to CRM ................................................................................................................... 35
3.0 CRM is??? .................................................................................................................................... 35
3.1 We match the CRM-approach to the Brand Idea ........................................................................ 36
3.2 We use various media to turn mass into individuals and build penetration ............................. 36
1
, 3.3 We map individuals with all their drivers and attributes that are relevant for our business ..... 38
3.3.1 Key points to connect a CRM program to people ................................................................ 38
3.4 This allows us to cluster our audience, based on both significant similarities and differences in
effective buying behavior. Not just based on gut feel. .................................................................... 41
3.4.1 Construction of a loyalty matrix ........................................................................................... 41
3.5 And we track their loyalty mindset, in order to connect them to the right sort of dialog
program ............................................................................................................................................. 43
3.6 ROI is key ..................................................................................................................................... 45
H2 Merkenbeleid ................................................................................................................................... 46
2.1 Inleiding ....................................................................................................................................... 47
2.2 Merken ........................................................................................................................................ 47
2.2.1 Drie merkcategorieën ........................................................................................................... 48
2.3 Succesvolle merken ..................................................................................................................... 49
2.4 Merkstrategieën .......................................................................................................................... 50
2.4.1 Merkenstrategie: bestaande producten binnen één merk .................................................. 50
2.4.2 Merkenstrategie: nieuwe producten binnen één merk ................................................ 52
2.4.3 Internationale merkenstrategie ........................................................................................... 52
2.4.3 Twee-merknamenstrategie: .......................................................................................... 52
2.5 De merkenportefeuille ................................................................................................................ 53
2.6 Merkwaarde (brand equity) ........................................................................................................ 53
2.7 De voordelen van een merkenbeleid .......................................................................................... 56
2.7.1 Marketingcommunicatie en merkwaarde ............................................................................ 56
2.7.2 Merkwaarde en reclame ...................................................................................................... 56
H3: Hoe marketingcommunicatie werkt ............................................................................................... 59
Doelstellingen H3 .............................................................................................................................. 59
Eindtermen hoofdstuk 3.................................................................................................................... 59
3.1 Inleiding ................................................................................................................................. 59
3.2 De hiërarchie van effecten ......................................................................................................... 60
3.3 Vorming & verandering van een attitude ................................................................................... 64
3.4 Elaboration Likelihood ................................................................................................................. 68
3.4.1 Typische ELM effecten.......................................................................................................... 69
3.4.2 ELM gebaseerde modellen: MAOs ....................................................................................... 69
3.5 Groot VW + cognitieve attitudevorming ..................................................................................... 70
3.5.1 Het Fishbein-model (multi-attribuutmodel) ........................................................................ 70
3.5.3 Theory of Reasoned Action (TORA) uitbreiding van Exptectancy-Value model ................. 71
3.5.3 Theory of Planned Behaviour (TPB) = uitbreiding van TORA ............................................... 72
2
, 3.5.4 Zelfovertuiging...................................................................................................................... 73
3.5.5 Praktijkinzicht ....................................................................................................................... 74
3.6 Kleine VW + cognitieve attitudevorming (1) ............................................................................... 74
3.7 Grote VW + affectieve attitudevorming (1) ................................................................................ 75
3.8 Kleine VW + affectieve attitudevorming ..................................................................................... 76
3.8.1 Aad-transfer (1) .................................................................................................................... 76
3.8.2 Transfer van gevoelens......................................................................................................... 77
3.8.3 Emotionele conditionering ................................................................................................... 78
3.8.4 Zuiver blootstellingseffect (1)............................................................................................... 78
3.9 Grote VW, gedragsmatige ontwikkeling ..................................................................................... 79
3.10 Kleine VW, gedragsmatige attitudevorming ............................................................................. 81
3.11 Het effect van marketingcommunicatie in het digitale tijdperk ............................................... 82
Gastcollege Roland Gerets: B2B digitale marketing .............................................................................. 83
1. Business to Business buying behaviour ......................................................................................... 84
1.1 Business Markets ......................................................................................................................... 84
1.1.1 Participants ........................................................................................................................... 85
1.1.2 Acht stappen van het business buying process .................................................................... 85
1.1.3 Opstellen van een geïntegreerd marketingplan................................................................... 86
1.1.4 Business Markets Strategy Goals ......................................................................................... 86
1.1.5 Een goede B2B strategy is: ................................................................................................... 86
1.1.6 Relaties opbouwen in de Business Markets .................................................................. 87
1.1.7 klantenwaarde capteren ...................................................................................................... 87
1.2 customer value management...................................................................................................... 88
1.2.1 capteren van klantwaarde .................................................................................................... 88
1.2.2 Benchmarking CVM Customers ............................................................................................ 89
1.2.3 Drivers Customer Value and Sales Plan ................................................................................ 90
1.2.4 Effectiveness of a CVM Program .......................................................................................... 90
1.2.5 Een CVM-visie omvat de hele commerciële waardeketen................................................... 91
1.3 verschillen tussen B2B en B2C..................................................................................................... 91
1.3.1 B2C Marketing ...................................................................................................................... 93
1.3.2 B2B vs. B2C: bottom line? .................................................................................................... 94
1.4 De B2B buyer’s journey ............................................................................................................... 94
1.4.1 Evolutie van verkoopmetholdogieën ................................................................................... 94
1.4.2 Wat waren de belangrijkste uitdagingen waarmee verkooporganisaties de afgelopen 10
jaar werden geconfronteerd? ....................................................................................................... 95
1.4.3 Classic Buyer’s journey ......................................................................................................... 96
3
, 1.5 B2B customer Journey ................................................................................................................. 96
1.5.1 Difference Customer Journey and Sales Funnel ................................................................... 97
1.5.2 B2B Customer Journey ......................................................................................................... 97
2. There is no B2B and B2C. Human to Human: #H2H ..................................................................... 99
2.1 B2B buyer behaviour: Influence vs. frequency................................................................... 100
2.1.1 B2B buyer behaviour: Buyers of the future....................................................................... 100
2.1.2 B2B buyer behaviour: the role of supplier websites .......................................................... 100
2.2 B2B buyer behaviour: What information are they looking for?............................................... 101
2.2.1 Information shared internally?........................................................................................... 102
2.3 Implicaties?................................................................................................................................ 102
2.3.1 Mobile usage Young professionals ..................................................................................... 103
2.3.2 Mobiel vandaag 60% van Digital ........................................................................................ 104
2.3.3 B2B mobiele leiders richten zich op betrokkenheid........................................................... 105
2.4 B2B Buyer Personas: How will they influence B2B buying processes? .................................... 105
2.4.1 B2B Buyer Personas ............................................................................................................ 106
2.4.2 Online content affects buying process ............................................................................... 106
2.5 Wat betekent dit allemaal voor B2B-aankopen en uw strategie? ...................................... 106
2.5.1 Verschil tussen koopgedrag ............................................................................................... 107
2.5.2 Timing of the shift .............................................................................................................. 107
2.5.3 80% van de B2B-verkoopinteracties zal plaatsvinden in digitale kanalen tegen 2025 ...... 107
2.5.4 Digitale verkoopkanalen zullen in 2025 versnellen ............................................................ 108
2.5.5 De toekomst van sales is adaptief ...................................................................................... 109
2.5.6 The future of CSOs: Leaders of selling, not sellers ............................................................ 109
2.5.7 Hoe zit het met uw bedrijfsstrategie? ................................................................................ 110
2.5.8 The Big Q: how to tackle these trends?.............................................................................. 110
2.6 Customer Journey – Sales Funnel in a digital multi-channel age ............................................. 110
2.6.1 Aankoopbeslissingen op basis van relatie en gerichte informatie ..................................... 110
2.6.2 The old marketing funnel ................................................................................................... 110
2.6.3 Evolution of search ............................................................................................................. 111
2.6.4 Buyers Journey, translate strangers/prospects into customers........................................ 112
2.6.5 Inbound Marketing Methodology, translate strangers into customers ............................ 112
2.6.6 Combine Buyers Journey with the Sales Funnel to optimize results................................. 113
2.6.7 Combine Buyers Journey & Sales Funnel will increase customer delight and improve
interaction between sales & marketing ...................................................................................... 113
2.7 De volgende stap naar de reis van een moderne B2B-koper .................................................... 114
2.7.1 The See-Think-Do-Care model............................................................................................ 114
4
