Jana De Beir Master strategische communicatie 2020-2021
DIRECT MARKETING & E-MARKETING
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,Jana De Beir Master strategische communicatie 2020-2021
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,Jana De Beir Master strategische communicatie 2020-2021
INHOUDSTAFEL
DEEL 1: INLEIDING ............................................................................................................................................ 5
ONTWIKKELING DIRECT MARKETING ............................................................................................................................. 6
1 definitie .................................................................................................................................................. 6
2 ontwikkeling & motieven ....................................................................................................................... 6
DATABASE ............................................................................................................................................................ 13
1 Database is de motor van direct marketingprocessen ........................................................................ 13
2 waaruit bestaat een database? ........................................................................................................... 13
3 Hoe wordt een database samengesteld? ............................................................................................ 16
4 database kwaliteitsnormen ................................................................................................................. 17
5 klantenbeeld opstellen & verrijken ...................................................................................................... 18
6 data-analyse ........................................................................................................................................ 19
7 segmentatie ......................................................................................................................................... 20
8 focus op harde klantendata (gedrag) .................................................................................................. 22
DIRECT MARKETING & PRIVACY ................................................................................................................................. 26
1 twee soorten privacy ........................................................................................................................... 26
2 privacywet ........................................................................................................................................... 27
DIRECT MARKETING CYCLUS ...................................................................................................................................... 34
1 Drie centrale keuzes bij direct marketing ............................................................................................ 34
2 de cyclus............................................................................................................................................... 34
3 uiteindelijke doel: loyauteit ................................................................................................................. 36
DIRECT MARKETING MEDIA....................................................................................................................................... 37
1 Welke directe/interactieve media kiest men? ..................................................................................... 37
2 mediakeuze .......................................................................................................................................... 37
DEEL 2: DIRECT MARKETING MEDIA ............................................................................................................... 42
DIRECT MAIL ......................................................................................................................................................... 43
1 inleiding ............................................................................................................................................... 43
2 definitie ................................................................................................................................................ 43
3 typen direct mail .................................................................................................................................. 43
4 verloop van een direct mail campagne ................................................................................................ 44
CALL CENTER TOEPASSINGEN .................................................................................................................................... 50
1 definitie ................................................................................................................................................ 50
2 typen telemarketing ............................................................................................................................ 50
3 cruciale evoluties in de technologie ..................................................................................................... 51
4 call center generaties........................................................................................................................... 52
5 cruciale aspecten call center ................................................................................................................ 54
6 uitdagingen voor de sector .................................................................................................................. 54
DEEL 3: E-MARKETING MEDIA ........................................................................................................................ 55
E-MAILMARKETING ................................................................................................................................................. 56
1 problemen............................................................................................................................................ 56
2 e-mailmarketing: pro & contra ............................................................................................................ 56
3 e-mailmarketing: typologie ................................................................................................................. 59
4 e-mailmarketing stappenplan ............................................................................................................. 60
5 e-mailings: structuur en inhoud ........................................................................................................... 61
6 e-mailing .............................................................................................................................................. 62
7 e-nieuwsbrief ....................................................................................................................................... 64
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, Jana De Beir Master strategische communicatie 2020-2021
CONSUMENTENBESCHERMING .................................................................................................................................. 66
1 e-mailmarketing versus spam .............................................................................................................. 66
2 opt-out versus opt-in ........................................................................................................................... 66
3 wet e-handel ........................................................................................................................................ 66
PROMOTIES .......................................................................................................................................................... 71
1 definitie ................................................................................................................................................ 71
2 doelen .................................................................................................................................................. 71
3 motieven .............................................................................................................................................. 72
4 gevolgen .............................................................................................................................................. 73
5 promotieplan ....................................................................................................................................... 75
WEBVERTISING ...................................................................................................................................................... 76
1 evolutie van banner ad’s...................................................................................................................... 76
2 structuur van bannerreclame .............................................................................................................. 76
3 stappenplan webvertising.................................................................................................................... 77
4 retargetting ......................................................................................................................................... 83
SEARCH ENGINE MARKETING (SEM)............................................................................................................................ 85
1 Inleiding ............................................................................................................................................... 85
2 SEO: search engine optimisation ......................................................................................................... 85
3 SEA: search engine advertising ............................................................................................................ 87
SOCIAL MEDIA ....................................................................................................................................................... 88
1 definitie & typen .................................................................................................................................. 88
2 uitdagingen.......................................................................................................................................... 89
3 toepassingen & onderzoek .................................................................................................................. 90
4 monitoring ......................................................................................................................................... 102
5 planning ............................................................................................................................................. 103
MOBILE MARKETING ............................................................................................................................................. 105
1 wat is m-marketing? .......................................................................................................................... 105
2 richting communicatie ....................................................................................................................... 105
3 ibeacon .............................................................................................................................................. 106
4 prijs .................................................................................................................................................... 108
5 dienstverleners................................................................................................................................... 108
6 doestellingen ..................................................................................................................................... 108
7 app of mobile site .............................................................................................................................. 109
8 plan .................................................................................................................................................... 114
9 lbs en ba ............................................................................................................................................. 115
10 augmented reality ......................................................................................................................... 115
11 besluit ............................................................................................................................................ 116
GASTLES: PERSONALISATION AT SCALE ...................................................................................................................... 117
1 over procurios .................................................................................................................................... 117
2 waarom is data en integratie zo belangrijk? ..................................................................................... 118
3 customer engagement ....................................................................................................................... 118
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DIRECT MARKETING & E-MARKETING
1
,Jana De Beir Master strategische communicatie 2020-2021
2
,Jana De Beir Master strategische communicatie 2020-2021
INHOUDSTAFEL
DEEL 1: INLEIDING ............................................................................................................................................ 5
ONTWIKKELING DIRECT MARKETING ............................................................................................................................. 6
1 definitie .................................................................................................................................................. 6
2 ontwikkeling & motieven ....................................................................................................................... 6
DATABASE ............................................................................................................................................................ 13
1 Database is de motor van direct marketingprocessen ........................................................................ 13
2 waaruit bestaat een database? ........................................................................................................... 13
3 Hoe wordt een database samengesteld? ............................................................................................ 16
4 database kwaliteitsnormen ................................................................................................................. 17
5 klantenbeeld opstellen & verrijken ...................................................................................................... 18
6 data-analyse ........................................................................................................................................ 19
7 segmentatie ......................................................................................................................................... 20
8 focus op harde klantendata (gedrag) .................................................................................................. 22
DIRECT MARKETING & PRIVACY ................................................................................................................................. 26
1 twee soorten privacy ........................................................................................................................... 26
2 privacywet ........................................................................................................................................... 27
DIRECT MARKETING CYCLUS ...................................................................................................................................... 34
1 Drie centrale keuzes bij direct marketing ............................................................................................ 34
2 de cyclus............................................................................................................................................... 34
3 uiteindelijke doel: loyauteit ................................................................................................................. 36
DIRECT MARKETING MEDIA....................................................................................................................................... 37
1 Welke directe/interactieve media kiest men? ..................................................................................... 37
2 mediakeuze .......................................................................................................................................... 37
DEEL 2: DIRECT MARKETING MEDIA ............................................................................................................... 42
DIRECT MAIL ......................................................................................................................................................... 43
1 inleiding ............................................................................................................................................... 43
2 definitie ................................................................................................................................................ 43
3 typen direct mail .................................................................................................................................. 43
4 verloop van een direct mail campagne ................................................................................................ 44
CALL CENTER TOEPASSINGEN .................................................................................................................................... 50
1 definitie ................................................................................................................................................ 50
2 typen telemarketing ............................................................................................................................ 50
3 cruciale evoluties in de technologie ..................................................................................................... 51
4 call center generaties........................................................................................................................... 52
5 cruciale aspecten call center ................................................................................................................ 54
6 uitdagingen voor de sector .................................................................................................................. 54
DEEL 3: E-MARKETING MEDIA ........................................................................................................................ 55
E-MAILMARKETING ................................................................................................................................................. 56
1 problemen............................................................................................................................................ 56
2 e-mailmarketing: pro & contra ............................................................................................................ 56
3 e-mailmarketing: typologie ................................................................................................................. 59
4 e-mailmarketing stappenplan ............................................................................................................. 60
5 e-mailings: structuur en inhoud ........................................................................................................... 61
6 e-mailing .............................................................................................................................................. 62
7 e-nieuwsbrief ....................................................................................................................................... 64
3
, Jana De Beir Master strategische communicatie 2020-2021
CONSUMENTENBESCHERMING .................................................................................................................................. 66
1 e-mailmarketing versus spam .............................................................................................................. 66
2 opt-out versus opt-in ........................................................................................................................... 66
3 wet e-handel ........................................................................................................................................ 66
PROMOTIES .......................................................................................................................................................... 71
1 definitie ................................................................................................................................................ 71
2 doelen .................................................................................................................................................. 71
3 motieven .............................................................................................................................................. 72
4 gevolgen .............................................................................................................................................. 73
5 promotieplan ....................................................................................................................................... 75
WEBVERTISING ...................................................................................................................................................... 76
1 evolutie van banner ad’s...................................................................................................................... 76
2 structuur van bannerreclame .............................................................................................................. 76
3 stappenplan webvertising.................................................................................................................... 77
4 retargetting ......................................................................................................................................... 83
SEARCH ENGINE MARKETING (SEM)............................................................................................................................ 85
1 Inleiding ............................................................................................................................................... 85
2 SEO: search engine optimisation ......................................................................................................... 85
3 SEA: search engine advertising ............................................................................................................ 87
SOCIAL MEDIA ....................................................................................................................................................... 88
1 definitie & typen .................................................................................................................................. 88
2 uitdagingen.......................................................................................................................................... 89
3 toepassingen & onderzoek .................................................................................................................. 90
4 monitoring ......................................................................................................................................... 102
5 planning ............................................................................................................................................. 103
MOBILE MARKETING ............................................................................................................................................. 105
1 wat is m-marketing? .......................................................................................................................... 105
2 richting communicatie ....................................................................................................................... 105
3 ibeacon .............................................................................................................................................. 106
4 prijs .................................................................................................................................................... 108
5 dienstverleners................................................................................................................................... 108
6 doestellingen ..................................................................................................................................... 108
7 app of mobile site .............................................................................................................................. 109
8 plan .................................................................................................................................................... 114
9 lbs en ba ............................................................................................................................................. 115
10 augmented reality ......................................................................................................................... 115
11 besluit ............................................................................................................................................ 116
GASTLES: PERSONALISATION AT SCALE ...................................................................................................................... 117
1 over procurios .................................................................................................................................... 117
2 waarom is data en integratie zo belangrijk? ..................................................................................... 118
3 customer engagement ....................................................................................................................... 118
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