SAMENVATTING
FLOWMARKETING
D'Joos Shanti
Boek ‘ Marketing wake up and go with the flow’
-
Schooljaar 2024-2025
,0 INLEIDING ............................................................................................................................ 4
1 DE ONZEKERE CONSUMENT ................................................................................................12
1.1 ONETISCH GEDRAG VAN GROTE BEDRIJVEN ................................................................................... 12
1.2 VERSNELLENDE VERANDERING ................................................................................................. 13
1.3 ONZEKERHEID EN A.I ............................................................................................................. 18
1.4 CASE – COVID 19 EN INFLATIE VAN 2022 ................................................................................... 18
2 VERTROUWEN VAN DE CONSUMENT ....................................................................................20
2.1 UITGANGSPUNT .................................................................................................................... 20
2.2 NIVEAUS VAN VERTROUWEN ..................................................................................................... 21
2.3 IMPACT VAN VERTROUWEN OP AANKOOPBESLISSINGEN .................................................................... 23
2.4 HOE VERTROUWEN UITSTRALEN ALS BEDRIJF? ............................................................................... 24
2.5 METEN VAN VERTROUWEN ....................................................................................................... 26
2.6 CASE – CANCELCULTUUR – BUD LIGHT ........................................................................................ 28
3 BEHOEFTEN VAN DE CONSUMENT .......................................................................................29
3.1 WAT ZIJN BEHOEFTEN? ........................................................................................................... 29
3.2 UITGEBREID BEHOEFTEMODEL .................................................................................................. 31
3.3 CASE – BEREAL, REALLY? ........................................................................................................ 34
4 CUSTOMER FLOW ................................................................................................................35
4.1 WAT IS FRICTIE? .................................................................................................................... 35
4.2 WAT IS CUSTOMER FLOW? ....................................................................................................... 36
4.3 AANKOOPPROCES – 3 HISTORISCHE MODELLEN............................................................................. 37
4.3.1 AIDA – klassieke aankoop-‘funnel’ .................................................................................. 38
4.3.2 Customer decision journey – Mckinsey – loyalty loop (2009)............................................. 39
4.3.3 AIDA-AIDA ( flip the funnel ) Joseph Jaffe – focus op conversatie en brand ambassadors
(2010) 40
4.4 CUSTOMER FLOW – HEDENDAAGSE AANKOOPPROCES ..................................................................... 42
4.5 CUSTOMER FLOW MATRIX ........................................................................................................ 44
4.6 CUSTOMER FLOW – IMPACT VAN MEDIAGEBRUIK ............................................................................. 46
5 WAARDEAANBOD ................................................................................................................48
5.1 COMPONENTEN .................................................................................................................... 48
5.2 WAARDEAANBOD – PRODUCT ................................................................................................... 49
5.2.1 Soorten product ............................................................................................................ 50
5.2.2 Productniveaus ............................................................................................................. 51
5.3 WAARDEAANBOD – PRIJS ......................................................................................................... 56
5.4 WAARDEAANBOD – GEMAK ...................................................................................................... 61
5.5 PERCEPTIE VAN HET WAARDEAANBOD ......................................................................................... 63
5.6 INNOVATIE ........................................................................................................................... 63
5.6.1 Adoptiemodel van Everett Rogers ................................................................................... 64
5.6.2 Innovatieproces ............................................................................................................ 65
5.6.3 Disruptie via circulariteit: ............................................................................................... 67
6 MERKEN ..............................................................................................................................69
6.1 STERKE MERKEN.................................................................................................................... 69
6.2 MERK EN MERKFUNCTIES ......................................................................................................... 70
6.3 POSITIONERING EN PERCEPTIE VAN MERKEN ................................................................................. 72
1
, 6.4 MERKPARADOX ..................................................................................................................... 75
6.5 RELEVANTE MERKEVOLUTIES ..................................................................................................... 77
7 WAARDEDOELGROEP ..........................................................................................................78
7.1 ‘SEGMENTATIE IS DOOD’ .......................................................................................................... 78
7.2 UITGEBREID DOELGROEPMODEL ................................................................................................ 80
7.3 WAT IS EEN WAARDEDOELGROEP? ............................................................................................. 81
7.4 WAT ZIJN DE VOORWAARDEN VOOR EEN SLIMME BEPALING VAN DE WAARDEDOELGROEPEN? ..................... 83
7.5 WAT ZIJN CRITERIA VOOR EEN SLIMME BEPALING VD WAARDEDOELGROEPEN? ........................................ 85
7.6 KLANTWAARDE EN MERKWAARDE MAXIMALISEREN VOOR WAARDEDOELGROEPEN ................................... 87
8 FLOW MARKETING DISCIPLINE – CONTENT ...........................................................................88
8.1 WAT IS CONTENTMARKETING? .................................................................................................. 88
8.2 CONTENTSTRATEGIE ............................................................................................................... 91
8.3 VORMEN VAN COMPANY CREATED CONTENT ................................................................................. 97
8.4 CONTENTMEDIA .................................................................................................................... 98
8.5 DE 10 VOORWAARDEN VOOR GOEDE CONTENT ............................................................................. 98
8.6 AI ALS CONTENTVERSNELLER.................................................................................................... 99
9 FLOW MARKETINGDISCIPLINE – CONVERSATIE .....................................................................99
9.1 WAT IS CONVERSATIE? EEN GOUDEN KANS................................................................................... 99
9.2 WAT ZIJN VOOR EN NADELEN VAN CONVERSATIE VOOR MERKEN? ...................................................... 102
9.3 TOEPASSINGEN VAN CONVERSATIE ........................................................................................... 103
9.4 IEDEREEN MARKETEER .......................................................................................................... 104
10 FLOW MARKETING DISCIPLINE – CONVERSIE ..................................................................... 104
10.1 WAT IS CONVERSIE?............................................................................................................. 105
10.2 DRIE CONVERSIEDOMEINEN ................................................................................................... 106
10.3 CONVERSIE METEN .............................................................................................................. 110
10.4 EVOLUTIES IN DIGITALE CONVERSIE .......................................................................................... 112
11 BRAND ACTIVATION- STRATEGIE ......................................................................................... 114
11.1 WAT IS BRAND ACTIVATION? ACTIE! .......................................................................................... 115
11.2 BRAND ACTIVATION STRATEGIE – WAARDE COMMUNICEREN ............................................................ 118
11.3 BRAND ACTIVATION STRATEGIE – CREATIE ................................................................................... 119
11.4 BRAND ACTIVATION STRATEGIE – MEDIA ..................................................................................... 120
11.5 BRAND ACTIVATION STRATEGIE – ACTIVATIE ................................................................................. 123
11.6 EXTREME BRAND ACTIVATION STRATEGIE – GROWTH HACKING ......................................................... 124
11.7 IMPACT VAN AI OP BRAND ACTIVATION ....................................................................................... 124
12 OMNICHANNEL STRATEGIE ................................................................................................ 125
12.1 WAT IS DISTRIBUTIE? ............................................................................................................ 125
12.2 TYPES DISTRIBUTIE ............................................................................................................... 127
12.2.1 Fysieke distributie via fysiek platform ....................................................................... 127
12.2.2 Digitale distributie 1.0 – Ecommerce ........................................................................ 128
12.2.3 Digitale distributie 2.0 – platformeconomie ............................................................... 129
12.2.4 Omni channel strrategie .......................................................................................... 132
13 CUSTOMER EXPERIENCE STRATEGIE .................................................................................. 134
13.1 WAT IS CX EN WAAROM IS EEN CX STRATEGIE NODIG?................................................................... 134
2
, 13.2 IMPACT VAN CX .................................................................................................................. 136
13.3 HOE DE CX STRATEGIE TOEPASSEN? ......................................................................................... 137
13.3.1 Stap 1: bewustwording: 3 inzichten die heel bedrijf indelen ........................................ 137
13.3.2 Stap 2 organisatie ................................................................................................... 138
13.3.3 Stap 3 CX commmunicatiestrategie ......................................................................... 138
13.3.4 Stap 4: kies de juiste tool ......................................................................................... 140
13.3.5 Stap 5 meten van hoe CX is bij consumenten ............................................................ 140
14 MARKETINGPLANNING ...................................................................................................... 142
14.1 WAT IS MARKETINGPLANNING? ............................................................................................... 142
14.2 MARKETINGANALYSE ............................................................................................................ 143
14.2.1 Analyse omgevingsdynamiek macroaanalyse ........................................................... 144
14.2.2 Analyse marktdynamiek mesoanalyse ..................................................................... 146
14.2.3 Analyse bedrijfqdynamiek microanalyse .................................................................. 147
14.3 MARKETINGDOELSTELLINGEN ................................................................................................. 148
14.4 MARKETINGPLAN ................................................................................................................ 150
14.5 UITVOERING EN MARKETING METRICS ........................................................................................ 151
3
FLOWMARKETING
D'Joos Shanti
Boek ‘ Marketing wake up and go with the flow’
-
Schooljaar 2024-2025
,0 INLEIDING ............................................................................................................................ 4
1 DE ONZEKERE CONSUMENT ................................................................................................12
1.1 ONETISCH GEDRAG VAN GROTE BEDRIJVEN ................................................................................... 12
1.2 VERSNELLENDE VERANDERING ................................................................................................. 13
1.3 ONZEKERHEID EN A.I ............................................................................................................. 18
1.4 CASE – COVID 19 EN INFLATIE VAN 2022 ................................................................................... 18
2 VERTROUWEN VAN DE CONSUMENT ....................................................................................20
2.1 UITGANGSPUNT .................................................................................................................... 20
2.2 NIVEAUS VAN VERTROUWEN ..................................................................................................... 21
2.3 IMPACT VAN VERTROUWEN OP AANKOOPBESLISSINGEN .................................................................... 23
2.4 HOE VERTROUWEN UITSTRALEN ALS BEDRIJF? ............................................................................... 24
2.5 METEN VAN VERTROUWEN ....................................................................................................... 26
2.6 CASE – CANCELCULTUUR – BUD LIGHT ........................................................................................ 28
3 BEHOEFTEN VAN DE CONSUMENT .......................................................................................29
3.1 WAT ZIJN BEHOEFTEN? ........................................................................................................... 29
3.2 UITGEBREID BEHOEFTEMODEL .................................................................................................. 31
3.3 CASE – BEREAL, REALLY? ........................................................................................................ 34
4 CUSTOMER FLOW ................................................................................................................35
4.1 WAT IS FRICTIE? .................................................................................................................... 35
4.2 WAT IS CUSTOMER FLOW? ....................................................................................................... 36
4.3 AANKOOPPROCES – 3 HISTORISCHE MODELLEN............................................................................. 37
4.3.1 AIDA – klassieke aankoop-‘funnel’ .................................................................................. 38
4.3.2 Customer decision journey – Mckinsey – loyalty loop (2009)............................................. 39
4.3.3 AIDA-AIDA ( flip the funnel ) Joseph Jaffe – focus op conversatie en brand ambassadors
(2010) 40
4.4 CUSTOMER FLOW – HEDENDAAGSE AANKOOPPROCES ..................................................................... 42
4.5 CUSTOMER FLOW MATRIX ........................................................................................................ 44
4.6 CUSTOMER FLOW – IMPACT VAN MEDIAGEBRUIK ............................................................................. 46
5 WAARDEAANBOD ................................................................................................................48
5.1 COMPONENTEN .................................................................................................................... 48
5.2 WAARDEAANBOD – PRODUCT ................................................................................................... 49
5.2.1 Soorten product ............................................................................................................ 50
5.2.2 Productniveaus ............................................................................................................. 51
5.3 WAARDEAANBOD – PRIJS ......................................................................................................... 56
5.4 WAARDEAANBOD – GEMAK ...................................................................................................... 61
5.5 PERCEPTIE VAN HET WAARDEAANBOD ......................................................................................... 63
5.6 INNOVATIE ........................................................................................................................... 63
5.6.1 Adoptiemodel van Everett Rogers ................................................................................... 64
5.6.2 Innovatieproces ............................................................................................................ 65
5.6.3 Disruptie via circulariteit: ............................................................................................... 67
6 MERKEN ..............................................................................................................................69
6.1 STERKE MERKEN.................................................................................................................... 69
6.2 MERK EN MERKFUNCTIES ......................................................................................................... 70
6.3 POSITIONERING EN PERCEPTIE VAN MERKEN ................................................................................. 72
1
, 6.4 MERKPARADOX ..................................................................................................................... 75
6.5 RELEVANTE MERKEVOLUTIES ..................................................................................................... 77
7 WAARDEDOELGROEP ..........................................................................................................78
7.1 ‘SEGMENTATIE IS DOOD’ .......................................................................................................... 78
7.2 UITGEBREID DOELGROEPMODEL ................................................................................................ 80
7.3 WAT IS EEN WAARDEDOELGROEP? ............................................................................................. 81
7.4 WAT ZIJN DE VOORWAARDEN VOOR EEN SLIMME BEPALING VAN DE WAARDEDOELGROEPEN? ..................... 83
7.5 WAT ZIJN CRITERIA VOOR EEN SLIMME BEPALING VD WAARDEDOELGROEPEN? ........................................ 85
7.6 KLANTWAARDE EN MERKWAARDE MAXIMALISEREN VOOR WAARDEDOELGROEPEN ................................... 87
8 FLOW MARKETING DISCIPLINE – CONTENT ...........................................................................88
8.1 WAT IS CONTENTMARKETING? .................................................................................................. 88
8.2 CONTENTSTRATEGIE ............................................................................................................... 91
8.3 VORMEN VAN COMPANY CREATED CONTENT ................................................................................. 97
8.4 CONTENTMEDIA .................................................................................................................... 98
8.5 DE 10 VOORWAARDEN VOOR GOEDE CONTENT ............................................................................. 98
8.6 AI ALS CONTENTVERSNELLER.................................................................................................... 99
9 FLOW MARKETINGDISCIPLINE – CONVERSATIE .....................................................................99
9.1 WAT IS CONVERSATIE? EEN GOUDEN KANS................................................................................... 99
9.2 WAT ZIJN VOOR EN NADELEN VAN CONVERSATIE VOOR MERKEN? ...................................................... 102
9.3 TOEPASSINGEN VAN CONVERSATIE ........................................................................................... 103
9.4 IEDEREEN MARKETEER .......................................................................................................... 104
10 FLOW MARKETING DISCIPLINE – CONVERSIE ..................................................................... 104
10.1 WAT IS CONVERSIE?............................................................................................................. 105
10.2 DRIE CONVERSIEDOMEINEN ................................................................................................... 106
10.3 CONVERSIE METEN .............................................................................................................. 110
10.4 EVOLUTIES IN DIGITALE CONVERSIE .......................................................................................... 112
11 BRAND ACTIVATION- STRATEGIE ......................................................................................... 114
11.1 WAT IS BRAND ACTIVATION? ACTIE! .......................................................................................... 115
11.2 BRAND ACTIVATION STRATEGIE – WAARDE COMMUNICEREN ............................................................ 118
11.3 BRAND ACTIVATION STRATEGIE – CREATIE ................................................................................... 119
11.4 BRAND ACTIVATION STRATEGIE – MEDIA ..................................................................................... 120
11.5 BRAND ACTIVATION STRATEGIE – ACTIVATIE ................................................................................. 123
11.6 EXTREME BRAND ACTIVATION STRATEGIE – GROWTH HACKING ......................................................... 124
11.7 IMPACT VAN AI OP BRAND ACTIVATION ....................................................................................... 124
12 OMNICHANNEL STRATEGIE ................................................................................................ 125
12.1 WAT IS DISTRIBUTIE? ............................................................................................................ 125
12.2 TYPES DISTRIBUTIE ............................................................................................................... 127
12.2.1 Fysieke distributie via fysiek platform ....................................................................... 127
12.2.2 Digitale distributie 1.0 – Ecommerce ........................................................................ 128
12.2.3 Digitale distributie 2.0 – platformeconomie ............................................................... 129
12.2.4 Omni channel strrategie .......................................................................................... 132
13 CUSTOMER EXPERIENCE STRATEGIE .................................................................................. 134
13.1 WAT IS CX EN WAAROM IS EEN CX STRATEGIE NODIG?................................................................... 134
2
, 13.2 IMPACT VAN CX .................................................................................................................. 136
13.3 HOE DE CX STRATEGIE TOEPASSEN? ......................................................................................... 137
13.3.1 Stap 1: bewustwording: 3 inzichten die heel bedrijf indelen ........................................ 137
13.3.2 Stap 2 organisatie ................................................................................................... 138
13.3.3 Stap 3 CX commmunicatiestrategie ......................................................................... 138
13.3.4 Stap 4: kies de juiste tool ......................................................................................... 140
13.3.5 Stap 5 meten van hoe CX is bij consumenten ............................................................ 140
14 MARKETINGPLANNING ...................................................................................................... 142
14.1 WAT IS MARKETINGPLANNING? ............................................................................................... 142
14.2 MARKETINGANALYSE ............................................................................................................ 143
14.2.1 Analyse omgevingsdynamiek macroaanalyse ........................................................... 144
14.2.2 Analyse marktdynamiek mesoanalyse ..................................................................... 146
14.2.3 Analyse bedrijfqdynamiek microanalyse .................................................................. 147
14.3 MARKETINGDOELSTELLINGEN ................................................................................................. 148
14.4 MARKETINGPLAN ................................................................................................................ 150
14.5 UITVOERING EN MARKETING METRICS ........................................................................................ 151
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