HOOFDSTUK 1
digital marketing → changes at a rapid pace
how to stay on top of the latest digital marketing trends:
- newsletters
- podcasts
- online learning platforms
5 ways marketers stay relevant in the age of AI:
1. be better than AI
2. use AI as companion
3. focus on customer
4. keep learning
5. become AI champion
digital consumer:
- shows emotions and power
- cares about the opinion of others
→ vb: reading reviews, following influencers,...
- wants ultimate convenience
→ easy and fast, personalisation
→ vb: virtuele assistent
building blocks of digital strategy:
1
,→ vision: why, how, what circle
digital maturity check:
- what are you already working on
- what is working, what isnt
- identify strengths and areas of improvement
→ digital maturity scale
target group insights:
→ age 18 - 62 is too wide
→ tools: amplify
→ trends per generation
desk research tools: UCLL library online, google
interviews:
- people of your target group: to better understand their needs and wants
- internal investigation: people who are in contact with the costumers
social listening: process of using data to gain insights into customer sentiment, preferences
and behaviour
- tools: talkwalker.com
voorbeeld:
→ Identify customer sentiment: customers feelings verstaan over je merk
- vb: reviews op google, comments on social media
2
, voordelen van social listening:
- actief customer support geven
- producten verbeteren obv ‘wants’
- trends gebruiken om meer mensen te bereiken
- influencers gebruiken
search listening: what is my audience searching for
tools: google trends, answer the public
define micro moments; een intiem moment waar iemand zijn pc/gsm pakt denkt:
- ik wil dit NU weten
- ik wil dit NU doen
- Ik wil dit NU kopen
target group insights→ summarise in a buying persona and customer journey
competitive analysis: describe in which market you are playing
→ identify your top 3 competitors
research:
- core commitments: mission, vision
- target group: segmentatie criteria, social listening,...
- pricing: sales on their product
- product and service features
- place: which selling channels
- promotion = communication
monitor and follow your competitors!!
→ create conclusions:
- POP (points of parity) en POD (point of different)
- SWOT analyse
the three C’s:
Consumer
Company
Competition
3
digital marketing → changes at a rapid pace
how to stay on top of the latest digital marketing trends:
- newsletters
- podcasts
- online learning platforms
5 ways marketers stay relevant in the age of AI:
1. be better than AI
2. use AI as companion
3. focus on customer
4. keep learning
5. become AI champion
digital consumer:
- shows emotions and power
- cares about the opinion of others
→ vb: reading reviews, following influencers,...
- wants ultimate convenience
→ easy and fast, personalisation
→ vb: virtuele assistent
building blocks of digital strategy:
1
,→ vision: why, how, what circle
digital maturity check:
- what are you already working on
- what is working, what isnt
- identify strengths and areas of improvement
→ digital maturity scale
target group insights:
→ age 18 - 62 is too wide
→ tools: amplify
→ trends per generation
desk research tools: UCLL library online, google
interviews:
- people of your target group: to better understand their needs and wants
- internal investigation: people who are in contact with the costumers
social listening: process of using data to gain insights into customer sentiment, preferences
and behaviour
- tools: talkwalker.com
voorbeeld:
→ Identify customer sentiment: customers feelings verstaan over je merk
- vb: reviews op google, comments on social media
2
, voordelen van social listening:
- actief customer support geven
- producten verbeteren obv ‘wants’
- trends gebruiken om meer mensen te bereiken
- influencers gebruiken
search listening: what is my audience searching for
tools: google trends, answer the public
define micro moments; een intiem moment waar iemand zijn pc/gsm pakt denkt:
- ik wil dit NU weten
- ik wil dit NU doen
- Ik wil dit NU kopen
target group insights→ summarise in a buying persona and customer journey
competitive analysis: describe in which market you are playing
→ identify your top 3 competitors
research:
- core commitments: mission, vision
- target group: segmentatie criteria, social listening,...
- pricing: sales on their product
- product and service features
- place: which selling channels
- promotion = communication
monitor and follow your competitors!!
→ create conclusions:
- POP (points of parity) en POD (point of different)
- SWOT analyse
the three C’s:
Consumer
Company
Competition
3
