INHOUD
H1: digitale marketing strategie .................................................................................................................................. 3
inbound marketing ................................................................................................................................................... 7
conclusie ................................................................................................................................................................. 7
H2: web analytics ........................................................................................................................................................ 8
intro ......................................................................................................................................................................... 8
Google analytics (Google ua & ga4) ............................................................................................................................ 8
UA (session based) → GA4 (event based) ............................................................................................................ 9
Event tracking .................................................................................................................................................... 10
The Google analytics structure .......................................................................................................................... 11
Meer én betere inzichten ................................................................................................................................... 12
4 systemen ........................................................................................................................................................ 12
Google tag manager ................................................................................................................................................ 18
Google Data studio ................................................................................................................................................. 18
H3: digitaal adverteren: social media .......................................................................................................................... 19
introductie ............................................................................................................................................................. 19
Organic vs paid social media ............................................................................................................................... 19
Social media advertising strategy ............................................................................................................................ 20
Sociale media strategie ....................................................................................................................................... 20
conclusie ............................................................................................................................................................... 24
Waarom adverteren op sociale media? ................................................................................................................ 24
H4: digitaal adverteren: Google Ads ............................................................................................................................ 25
seacrh ................................................................................................................................................................... 25
SEM ................................................................................................................................................................... 25
SERP .................................................................................................................................................................. 25
SEA .................................................................................................................................................................... 30
Google Ads ......................................................................................................................................................... 30
quality score & ad rank ........................................................................................................................................ 35
H5: Google Ads (deel 2) + automation ......................................................................................................................... 37
display + video ....................................................................................................................................................... 37
intro ................................................................................................................................................................... 37
video en display .................................................................................................................................................. 38
YouTube ............................................................................................................................................................. 41
conclusie ........................................................................................................................................................... 42
advertentiebudgetten bepalen ............................................................................................................................. 42
marketing automation ............................................................................................................................................ 43
geïntegreerde marketing ...................................................................................................................................... 43
marketing automation ......................................................................................................................................... 43
,
, H1: DIGITALE MARKETING STRATEGIE
“Build out a dedicated strategy that results in a strong return in investment (ROI)”
Waarom digitaal?
- Data driven
- Instant feedback
- Performance based optimization
5 vragen die aan de basis liggen van een succesvolle digital marketing strategie
1. Waar sta ik nu?
Je hebt informatie nodig over:
- Het bedrijf zelf: product, identiteit, ToV, USP’s, huidige digitale marketing inzet
- Je doelgroep:
o Wie zijn deze klanten?
o Wat willen ze?
o Waar kan je ze vinden?
➔ Zoveel mogelijk informatie, want digital marketing kan heel gericht werken
- Je concurrentie ; directe, indirecte, breng in kaart wat hun digitale marketing inzet is
→Uitkomst: goed beeld over de huidige stavza op vlak van digitale marketing
“Knowledge is key”
5 stappen om kennis te vergaren voor jouw digitale marketing strategie:
- First step: study your product in detail
- Second step: compare yourself with you competition in what takes to positionament
- Third step: define a hypothetical profile of your audience
- Fourth step: study your audience in detail
- Fifth step: verify by interviewing people from your target market
Die kennis is er grotendeels al:
- In-house market research: desk & field
- IMEC digimeter
- CIM research
- Think with Google
- Google trends
Zet je persona in voor:
- Content marketing IMEC Digimeter
- UX & Design (website)
- Social media strategie & content
- Customer journey optimisation
- Segmentatie in Web Analytics dashboards
, 2. Waar wil ik heen?
- Hoe ziet mijn customer journey eruit? Op welke fase(s) focus ik mij?
- Wat zijn mijn marketing doelstellingen in deze fase?
- Wat zijn mijn SMART doelstellingen in deze fase?
- Via welke kanalen wil ik mijn boodschap efficiënt verspreiden naar de doelgroep?
- Welke Metrics laten mij toe om het succes van mijn campagne in deze fase te meten?
“Your experience is your brand”
“Your digital touchpoints now form the majority of your experience”
GEÏNTEGREERDE MARKETING
THE DIGITAL MARKETING FUNNEL
H1: digitale marketing strategie .................................................................................................................................. 3
inbound marketing ................................................................................................................................................... 7
conclusie ................................................................................................................................................................. 7
H2: web analytics ........................................................................................................................................................ 8
intro ......................................................................................................................................................................... 8
Google analytics (Google ua & ga4) ............................................................................................................................ 8
UA (session based) → GA4 (event based) ............................................................................................................ 9
Event tracking .................................................................................................................................................... 10
The Google analytics structure .......................................................................................................................... 11
Meer én betere inzichten ................................................................................................................................... 12
4 systemen ........................................................................................................................................................ 12
Google tag manager ................................................................................................................................................ 18
Google Data studio ................................................................................................................................................. 18
H3: digitaal adverteren: social media .......................................................................................................................... 19
introductie ............................................................................................................................................................. 19
Organic vs paid social media ............................................................................................................................... 19
Social media advertising strategy ............................................................................................................................ 20
Sociale media strategie ....................................................................................................................................... 20
conclusie ............................................................................................................................................................... 24
Waarom adverteren op sociale media? ................................................................................................................ 24
H4: digitaal adverteren: Google Ads ............................................................................................................................ 25
seacrh ................................................................................................................................................................... 25
SEM ................................................................................................................................................................... 25
SERP .................................................................................................................................................................. 25
SEA .................................................................................................................................................................... 30
Google Ads ......................................................................................................................................................... 30
quality score & ad rank ........................................................................................................................................ 35
H5: Google Ads (deel 2) + automation ......................................................................................................................... 37
display + video ....................................................................................................................................................... 37
intro ................................................................................................................................................................... 37
video en display .................................................................................................................................................. 38
YouTube ............................................................................................................................................................. 41
conclusie ........................................................................................................................................................... 42
advertentiebudgetten bepalen ............................................................................................................................. 42
marketing automation ............................................................................................................................................ 43
geïntegreerde marketing ...................................................................................................................................... 43
marketing automation ......................................................................................................................................... 43
,
, H1: DIGITALE MARKETING STRATEGIE
“Build out a dedicated strategy that results in a strong return in investment (ROI)”
Waarom digitaal?
- Data driven
- Instant feedback
- Performance based optimization
5 vragen die aan de basis liggen van een succesvolle digital marketing strategie
1. Waar sta ik nu?
Je hebt informatie nodig over:
- Het bedrijf zelf: product, identiteit, ToV, USP’s, huidige digitale marketing inzet
- Je doelgroep:
o Wie zijn deze klanten?
o Wat willen ze?
o Waar kan je ze vinden?
➔ Zoveel mogelijk informatie, want digital marketing kan heel gericht werken
- Je concurrentie ; directe, indirecte, breng in kaart wat hun digitale marketing inzet is
→Uitkomst: goed beeld over de huidige stavza op vlak van digitale marketing
“Knowledge is key”
5 stappen om kennis te vergaren voor jouw digitale marketing strategie:
- First step: study your product in detail
- Second step: compare yourself with you competition in what takes to positionament
- Third step: define a hypothetical profile of your audience
- Fourth step: study your audience in detail
- Fifth step: verify by interviewing people from your target market
Die kennis is er grotendeels al:
- In-house market research: desk & field
- IMEC digimeter
- CIM research
- Think with Google
- Google trends
Zet je persona in voor:
- Content marketing IMEC Digimeter
- UX & Design (website)
- Social media strategie & content
- Customer journey optimisation
- Segmentatie in Web Analytics dashboards
, 2. Waar wil ik heen?
- Hoe ziet mijn customer journey eruit? Op welke fase(s) focus ik mij?
- Wat zijn mijn marketing doelstellingen in deze fase?
- Wat zijn mijn SMART doelstellingen in deze fase?
- Via welke kanalen wil ik mijn boodschap efficiënt verspreiden naar de doelgroep?
- Welke Metrics laten mij toe om het succes van mijn campagne in deze fase te meten?
“Your experience is your brand”
“Your digital touchpoints now form the majority of your experience”
GEÏNTEGREERDE MARKETING
THE DIGITAL MARKETING FUNNEL
