Inhoud
ABC of online marketing.......................................................................................................................... 1
SEA ........................................................................................................................................................... 2
Online advertisement .............................................................................................................................. 4
email ........................................................................................................................................................ 8
remarketing ............................................................................................................................................. 9
, ABC of online marketing
Micro moments (dia 12) moments that really matter - Context, intent & immediacy
the I want-to-know moments, I want-to-go moments, I want-to-do
moments, and I want-to-buy moments—that really matter
Micro-moments occur when people reflexively turn to a device—
increasingly a smartphone—to act on a need to learn something, do
something, discover something, watch something, or buy
something. They are intent-rich moments when decisions are made
and preferences shaped. In these moments, consumers'
expectations are higher than ever.
(new) customer journey (dia 14) stimulus – zero – first – second moment of truth
Paid – owned – earned (dia 22) channels you pay for - advertisement
media Channels you own – website, store present
Customers who talk about us - reviews
Conversion The process of changing (site) visitors into paying customers
Conversion rate (dia 28) conversion rate is the percentage of visitors to your website
that complete a desired goal (a conversion) out of the total number
of visitors.
Click-through rate (dia 28) percent of people that actually click on your ad
Click-through rate is the ratio of users who click on a specific link to
the number of impressions
ROI (dia 28) how much you get back – profitability
ROI is used to evaluate the efficiency of an investment or to
compare the efficiencies of several different investments.
ROAS (dia 29) total conversion value/total ad costs
is a marketing metric that measures the efficacy of a digital
advertising campaign – return on ad spend
Zero moment of truth refers to the point in the buying cycle when the consumer
researches a product, often before the seller even knows that they
exist.
First moment of truth When a customer is first confronted with the product, taking place
either offline or online
Inbound marketing Customers can look up info → 2 way interaction (be present on
google)
Inbound marketing is a relatively new marketing concept where
marketers attempt to “pull” in potential customers with interesting
content. Also called content marketing, inbound marketing involves
creating blog posts, social media, infographics, white papers, email
newsletters, and other content that people actually want to read.
Outbound marketing Traditional type – push marketing
Outbound marketing is what used to just be known as “marketing.”
It’s interruptive and it pushes itself at an audience, whether the
audience wants it or not. TV and radio ads, telemarketing, banner
and display ads, billboards, newspaper and magazine ads, cold
calling, pop-ups,…
1
ABC of online marketing.......................................................................................................................... 1
SEA ........................................................................................................................................................... 2
Online advertisement .............................................................................................................................. 4
email ........................................................................................................................................................ 8
remarketing ............................................................................................................................................. 9
, ABC of online marketing
Micro moments (dia 12) moments that really matter - Context, intent & immediacy
the I want-to-know moments, I want-to-go moments, I want-to-do
moments, and I want-to-buy moments—that really matter
Micro-moments occur when people reflexively turn to a device—
increasingly a smartphone—to act on a need to learn something, do
something, discover something, watch something, or buy
something. They are intent-rich moments when decisions are made
and preferences shaped. In these moments, consumers'
expectations are higher than ever.
(new) customer journey (dia 14) stimulus – zero – first – second moment of truth
Paid – owned – earned (dia 22) channels you pay for - advertisement
media Channels you own – website, store present
Customers who talk about us - reviews
Conversion The process of changing (site) visitors into paying customers
Conversion rate (dia 28) conversion rate is the percentage of visitors to your website
that complete a desired goal (a conversion) out of the total number
of visitors.
Click-through rate (dia 28) percent of people that actually click on your ad
Click-through rate is the ratio of users who click on a specific link to
the number of impressions
ROI (dia 28) how much you get back – profitability
ROI is used to evaluate the efficiency of an investment or to
compare the efficiencies of several different investments.
ROAS (dia 29) total conversion value/total ad costs
is a marketing metric that measures the efficacy of a digital
advertising campaign – return on ad spend
Zero moment of truth refers to the point in the buying cycle when the consumer
researches a product, often before the seller even knows that they
exist.
First moment of truth When a customer is first confronted with the product, taking place
either offline or online
Inbound marketing Customers can look up info → 2 way interaction (be present on
google)
Inbound marketing is a relatively new marketing concept where
marketers attempt to “pull” in potential customers with interesting
content. Also called content marketing, inbound marketing involves
creating blog posts, social media, infographics, white papers, email
newsletters, and other content that people actually want to read.
Outbound marketing Traditional type – push marketing
Outbound marketing is what used to just be known as “marketing.”
It’s interruptive and it pushes itself at an audience, whether the
audience wants it or not. TV and radio ads, telemarketing, banner
and display ads, billboards, newspaper and magazine ads, cold
calling, pop-ups,…
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