1
,INHOUD
1: De rol van communicatie in een organisatie ............................................................................................... 5
1.1 Het vakgebied van communicatie vs. onze opleiding ........................................................................... 5
1.2 Met wie communiceren we?................................................................................................................. 9
1.3 Via welke media communiceren we?.................................................................................................. 13
2: Van organisatiebeleid naar positionering en marketingcommunicatie ................................................... 18
2.1 De corporate identiteit van organisaties bepaalt waar merken naartoe gaan ................................... 18
A) Corporate niveau ........................................................................................................................ 20
............................................................................................................................................................... 22
B) Marketingniveau ......................................................................................................................... 22
C) Communicatieniveau .................................................................................................................. 24
2.2 Waar ligt jouw verantwoordelijkheid als communicatieprofessional? ............................................... 27
2.3 Marketingcommunicatie en de customer journey.............................................................................. 27
2.4 Communicatie in niet-commerciële organisaties................................................................................ 30
2.4.1 Social profit................................................................................................................................... 30
2.4.2 Overheidscommunicatie .............................................................................................................. 31
3: De verschillende zoekintenties in verschillende fases en gevolgen voor communicatie.......................... 33
3.1 Inleiding, wat is het en kan je digitale marketing voor elk merk inzetten? (heeft elk merk digitale
marketing nodig?) ..................................................................................................................................... 33
3.2 Latente versus actieve behoeftes........................................................................................................ 39
3.3 Latente behoeftes activeren via advertising ....................................................................................... 41
3.4 Latente behoeftes activeren en interesse creëren via search ............................................................ 42
3.5 De verschillende search intenties (zoekintenties) en bijhorende bestemmingspagina’s ................... 43
3.6 De consument van 2025 ...................................................................................................................... 48
3.7 Afhankelijk van type product en betrokkenheid ................................................................................. 51
4: SEE – acquisitie via Google ads en search ................................................................................................. 60
4.1 Google search (organic) ..................................................................................................................... 62
4.2 Google search ads (paid) .................................................................................................................... 67
4.3 Alle vormen van Google ads ................................................................................................................ 77
4.4 Google Display en video ..................................................................................................................... 79
4.5 Shopping ads (zelfstudie)................................................................................................................... 84
4.5 Voorbeeld examenvraag ................................................................................................................... 86
2
,5: Acquisitie via social search en social ads................................................................................................... 87
5.1 Social SEO (organic) ........................................................................................................................... 87
5.2 Social advertising (paid)..................................................................................................................... 89
5.3 Influencer marketing (zelfstudie) ...................................................................................................... 96
6: Helpen en overtuigen in de THINK-fase .................................................................................................. 100
6.1 Wat willen we bereiken in de THINK-fase? ................................................................................... 100
6.2 Voorwaarde: branding...................................................................................................................... 105
6.3 Contentmarketing voor hogere betrokkenheid............................................................................. 111
6.4 Lead generation ................................................................................................................................ 117
6.5 Lead nurturing – e-mailmarketing (in de THINK fase) ....................................................................... 118
6.4 Personalisatie, retargeting en remarketing (ZELFSTUDIE) ................................................................ 124
7: Converteren met UX websites en user centered flow ............................................................................ 127
7.1 Algemeen principe: user centered ................................................................................................ 127
7.2 Functioneert je website goed? ...................................................................................................... 130
7.3 Is je website toegankelijk?............................................................................................................... 132
7.4 Is je website gebruiksvriendelijk? .................................................................................................... 133
7.5 Is je website overtuigend? ................................................................................................................ 137
7.6 Maakt je website gebruik van psychologische technieken? ............................................................. 138
7.7 Retentiemarketing (zelfstudie) = care fase ....................................................................................... 142
7.8 Brand advocacy ................................................................................................................................. 147
8: Communicatiestrategie met het double diamond model ....................................................................... 149
9: Case Efteling en introductie corporate communicatie ........................................................................... 150
9.1. Efteling campagne ............................................................................................................................ 151
9.2. Efteling reputatie en corporate communicatie .............................................................................. 162
10: Publiekgsroepenanalyse ........................................................................................................................ 170
11: Zelfstudie: uitbreiding communicatiedoelstellingen (slideshow) ......................................................... 174
12: Inzicht in het medialandschap in België (ZELFSTUDIE).......................................................................... 174
12.1 Hoe werken media? ........................................................................................................................ 174
12.2 Mediaspelers in België .................................................................................................................... 175
12.3 Andere belangrijke actoren ............................................................................................................. 179
13: Corporate communicatie: doelen en specialisaties van corporate communicatie ............................... 180
13.1 Specialisme van corporate communicatie: Issuemanagement ....................................................... 182
3
, 13.2 Woordvoerderschap – Sara Vercauteren ........................................................................................ 182
14: Onderzoek als voorwaarde voor effectieve communicatie ................................................................. 184
14.1 Het belang van communicatieonderzoek ....................................................................................... 184
14.2 Goed onderzoek .............................................................................................................................. 185
14.3 Soorten onderzoek .......................................................................................................................... 186
14.3.1 Kwantitatief onderzoek: methodologie ................................................................................... 189
14.3.2 Kwalitatief onderzoek – Methodologie .................................................................................... 190
14.4 Onderzoeksdoel en onderzoeksvraag ............................................................................................. 192
14.5 Desk research en referenties .......................................................................................................... 193
4
,INHOUD
1: De rol van communicatie in een organisatie ............................................................................................... 5
1.1 Het vakgebied van communicatie vs. onze opleiding ........................................................................... 5
1.2 Met wie communiceren we?................................................................................................................. 9
1.3 Via welke media communiceren we?.................................................................................................. 13
2: Van organisatiebeleid naar positionering en marketingcommunicatie ................................................... 18
2.1 De corporate identiteit van organisaties bepaalt waar merken naartoe gaan ................................... 18
A) Corporate niveau ........................................................................................................................ 20
............................................................................................................................................................... 22
B) Marketingniveau ......................................................................................................................... 22
C) Communicatieniveau .................................................................................................................. 24
2.2 Waar ligt jouw verantwoordelijkheid als communicatieprofessional? ............................................... 27
2.3 Marketingcommunicatie en de customer journey.............................................................................. 27
2.4 Communicatie in niet-commerciële organisaties................................................................................ 30
2.4.1 Social profit................................................................................................................................... 30
2.4.2 Overheidscommunicatie .............................................................................................................. 31
3: De verschillende zoekintenties in verschillende fases en gevolgen voor communicatie.......................... 33
3.1 Inleiding, wat is het en kan je digitale marketing voor elk merk inzetten? (heeft elk merk digitale
marketing nodig?) ..................................................................................................................................... 33
3.2 Latente versus actieve behoeftes........................................................................................................ 39
3.3 Latente behoeftes activeren via advertising ....................................................................................... 41
3.4 Latente behoeftes activeren en interesse creëren via search ............................................................ 42
3.5 De verschillende search intenties (zoekintenties) en bijhorende bestemmingspagina’s ................... 43
3.6 De consument van 2025 ...................................................................................................................... 48
3.7 Afhankelijk van type product en betrokkenheid ................................................................................. 51
4: SEE – acquisitie via Google ads en search ................................................................................................. 60
4.1 Google search (organic) ..................................................................................................................... 62
4.2 Google search ads (paid) .................................................................................................................... 67
4.3 Alle vormen van Google ads ................................................................................................................ 77
4.4 Google Display en video ..................................................................................................................... 79
4.5 Shopping ads (zelfstudie)................................................................................................................... 84
4.5 Voorbeeld examenvraag ................................................................................................................... 86
2
,5: Acquisitie via social search en social ads................................................................................................... 87
5.1 Social SEO (organic) ........................................................................................................................... 87
5.2 Social advertising (paid)..................................................................................................................... 89
5.3 Influencer marketing (zelfstudie) ...................................................................................................... 96
6: Helpen en overtuigen in de THINK-fase .................................................................................................. 100
6.1 Wat willen we bereiken in de THINK-fase? ................................................................................... 100
6.2 Voorwaarde: branding...................................................................................................................... 105
6.3 Contentmarketing voor hogere betrokkenheid............................................................................. 111
6.4 Lead generation ................................................................................................................................ 117
6.5 Lead nurturing – e-mailmarketing (in de THINK fase) ....................................................................... 118
6.4 Personalisatie, retargeting en remarketing (ZELFSTUDIE) ................................................................ 124
7: Converteren met UX websites en user centered flow ............................................................................ 127
7.1 Algemeen principe: user centered ................................................................................................ 127
7.2 Functioneert je website goed? ...................................................................................................... 130
7.3 Is je website toegankelijk?............................................................................................................... 132
7.4 Is je website gebruiksvriendelijk? .................................................................................................... 133
7.5 Is je website overtuigend? ................................................................................................................ 137
7.6 Maakt je website gebruik van psychologische technieken? ............................................................. 138
7.7 Retentiemarketing (zelfstudie) = care fase ....................................................................................... 142
7.8 Brand advocacy ................................................................................................................................. 147
8: Communicatiestrategie met het double diamond model ....................................................................... 149
9: Case Efteling en introductie corporate communicatie ........................................................................... 150
9.1. Efteling campagne ............................................................................................................................ 151
9.2. Efteling reputatie en corporate communicatie .............................................................................. 162
10: Publiekgsroepenanalyse ........................................................................................................................ 170
11: Zelfstudie: uitbreiding communicatiedoelstellingen (slideshow) ......................................................... 174
12: Inzicht in het medialandschap in België (ZELFSTUDIE).......................................................................... 174
12.1 Hoe werken media? ........................................................................................................................ 174
12.2 Mediaspelers in België .................................................................................................................... 175
12.3 Andere belangrijke actoren ............................................................................................................. 179
13: Corporate communicatie: doelen en specialisaties van corporate communicatie ............................... 180
13.1 Specialisme van corporate communicatie: Issuemanagement ....................................................... 182
3
, 13.2 Woordvoerderschap – Sara Vercauteren ........................................................................................ 182
14: Onderzoek als voorwaarde voor effectieve communicatie ................................................................. 184
14.1 Het belang van communicatieonderzoek ....................................................................................... 184
14.2 Goed onderzoek .............................................................................................................................. 185
14.3 Soorten onderzoek .......................................................................................................................... 186
14.3.1 Kwantitatief onderzoek: methodologie ................................................................................... 189
14.3.2 Kwalitatief onderzoek – Methodologie .................................................................................... 190
14.4 Onderzoeksdoel en onderzoeksvraag ............................................................................................. 192
14.5 Desk research en referenties .......................................................................................................... 193
4
