Online marketing 2
Samenvatting
Diederick Janssens 3257711
,Inhoudsopgave
Hoofdstuk 1: Inleiding ...................................................................................................................................... 6
Hoofdstuk 2: Marketing & Strategie ................................................................................................................. 7
E-BUSINESS ......................................................................................................................................................... 7
EDI = Electronic Data Interchange ...................................................................................................................... 7
Marketing is constant aan het veranderen ........................................................................................................ 7
Ook de rol van de consument veranderd. ........................................................................................................... 7
Hoe is het consumentengedrag aan het veranderen?........................................................................................ 8
Digitale transformatie ........................................................................................................................................ 8
6 Stages of Digital Transformation..................................................................................................................... 8
Trend = Digitalisering van business .................................................................................................................... 8
Inhoud van een strategisch marketingplan ........................................................................................................ 9
Agile marketing .................................................................................................................................................. 9
Marketing & Sales VS Marketing & Service........................................................................................................ 9
Personalisatie ..................................................................................................................................................... 9
Testen en optimaliseren .................................................................................................................................... 9
Marketing blijft veranderen… ........................................................................................................................... 10
Hoofdstuk 5: Advertising ................................................................................................................................ 11
Een greep uit Hoofdstuk 5 ................................................................................................................................ 11
Online adverteren? ........................................................................................................................................... 11
Waarop ga je nu inkopen? ............................................................................................................................... 13
Afrekenmodellen/vergoedingsmodellen .......................................................................................................... 13
Wat is het grootste voordeel van online adverteren t.o.v. offline adverteren? ............................................... 13
Customer journey ............................................................................................................................................. 14
Awareness fase ............................................................................................................................................ 14
Consideration fase ....................................................................................................................................... 15
Aankoop fase ............................................................................................................................................... 16
Retention fase ............................................................................................................................................. 16
Extra | Affiliatemarketing ................................................................................................................................ 17
6 belangrijke typen publishers .......................................................................................................................... 18
Hoofdstuk 7: E-Mail ........................................................................................................................................ 20
Een greep uit dit hoofdstuk .............................................................................................................................. 20
E-mailmarketing nog steeds populair............................................................................................................... 20
E-mailmarketing basis ...................................................................................................................................... 20
Word je e-mail gelezen? ................................................................................................................................... 20
Uitdagingen e-mailmarketing .......................................................................................................................... 21
Vormen van e-mailmarketing ........................................................................................................................... 21
SPAM ................................................................................................................................................................ 22
2
, Return path ...................................................................................................................................................... 22
DMARC ............................................................................................................................................................. 22
Nieuwe Europese wetgeving: AVG ................................................................................................................... 22
Voordelen e-mailmarketing .............................................................................................................................. 22
Waarom/waarop/hoe TARGETING op persoonsniveau ................................................................................... 23
Kansen e-mailmarketing .................................................................................................................................. 23
Doelen e-mailmarketing ................................................................................................................................... 23
Optimaliseer voor mobiele apparaten.............................................................................................................. 23
Real time & externe gegevens .......................................................................................................................... 23
Kinetic e-mail .................................................................................................................................................... 23
A/B testen ......................................................................................................................................................... 23
Hot topic 3: Marketing automation ................................................................................................................ 24
Marketing automation ..................................................................................................................................... 24
Event driven e-mail: Trigger e-mail .................................................................................................................. 24
Cross selling en up selling ................................................................................................................................. 24
Voordelen marketing automation .................................................................................................................... 25
Strategie marketing automation ...................................................................................................................... 25
L2RM – lead to revenu management ............................................................................................................... 25
Definities van LEADS ......................................................................................................................................... 25
Customer lifecycle............................................................................................................................................. 26
MarketingAutomationPlatform (MAP) kiezen.................................................................................................. 26
10 tips voor een succesvolle implementatie ..................................................................................................... 26
Hoofdstuk 6: Search ....................................................................................................................................... 27
Onderwerpen die o.a. aan de orde komen ....................................................................................................... 27
Search engine marketing (SEM) ....................................................................................................................... 27
Search advertising ............................................................................................................................................ 27
Status google? .................................................................................................................................................. 27
Zoekmachine marketing (SEM) nog steeds relevant ........................................................................................ 28
Knowledge graph ............................................................................................................................................. 28
Google hummingbird ........................................................................................................................................ 28
Semantic search… ............................................................................................................................................. 28
Rankbrain (conversational search) ................................................................................................................... 29
Waarom is rankbrain ontwikkeld? ................................................................................................................... 29
SEO is all bout ranking ...................................................................................................................................... 29
Ontwikkelingen CTR.......................................................................................................................................... 29
Ranking ............................................................................................................................................................. 30
De basis van SEO .............................................................................................................................................. 30
De basis van SEA ............................................................................................................................................... 30
3
, Enhanced campaigns ........................................................................................................................................ 30
Mobile & wearables ......................................................................................................................................... 30
Call-out extensies ............................................................................................................................................. 30
Conclusie SEM................................................................................................................................................... 31
Hoofdstuk 10: PR & content marketing .......................................................................................................... 32
Online PR definitie ............................................................................................................................................ 32
Offline PR .......................................................................................................................................................... 32
Meetbaarheid van PR ....................................................................................................................................... 32
Rol van internet (1/2) ....................................................................................................................................... 32
Rol van internet (2/2) ....................................................................................................................................... 32
Pr vs Contentmarketing .................................................................................................................................... 33
Content wordt steeds belangrijker ................................................................................................................... 33
Onderwerpen .................................................................................................................................................... 33
PR Vroeger Pr Nu ................................................................................................................................... 33
Newsjack .......................................................................................................................................................... 33
Contentmarketing?........................................................................................................................................... 34
Contentmarketing is communicatie ................................................................................................................. 34
Status 2017 ....................................................................................................................................................... 34
Contentmarketingstrategie .............................................................................................................................. 34
Micro-influencer marketing .............................................................................................................................. 34
Typen influencers.............................................................................................................................................. 35
Influencers ........................................................................................................................................................ 35
Inbound marketing ........................................................................................................................................... 35
L2RM – Lead to revenu managament .............................................................................................................. 35
Ontwikkeling: van owned naar earned ............................................................................................................ 36
Merken worden uitgevers ................................................................................................................................ 37
Personen worden merken ................................................................................................................................. 37
Maar search bepaalt misschien wel het meeste… ............................................................................................ 37
De 6 B’s ............................................................................................................................................................. 37
Meetbaarheid van contentmarketing .............................................................................................................. 38
Extra | Branding ............................................................................................................................................. 39
Definitie branding ............................................................................................................................................. 39
Brand ABC ......................................................................................................................................................... 39
Vormen van branding ....................................................................................................................................... 39
Customer power ............................................................................................................................................... 39
Hot topic 4: Conversational commerce........................................................................................................... 40
Conversational commerce ................................................................................................................................ 40
4
Samenvatting
Diederick Janssens 3257711
,Inhoudsopgave
Hoofdstuk 1: Inleiding ...................................................................................................................................... 6
Hoofdstuk 2: Marketing & Strategie ................................................................................................................. 7
E-BUSINESS ......................................................................................................................................................... 7
EDI = Electronic Data Interchange ...................................................................................................................... 7
Marketing is constant aan het veranderen ........................................................................................................ 7
Ook de rol van de consument veranderd. ........................................................................................................... 7
Hoe is het consumentengedrag aan het veranderen?........................................................................................ 8
Digitale transformatie ........................................................................................................................................ 8
6 Stages of Digital Transformation..................................................................................................................... 8
Trend = Digitalisering van business .................................................................................................................... 8
Inhoud van een strategisch marketingplan ........................................................................................................ 9
Agile marketing .................................................................................................................................................. 9
Marketing & Sales VS Marketing & Service........................................................................................................ 9
Personalisatie ..................................................................................................................................................... 9
Testen en optimaliseren .................................................................................................................................... 9
Marketing blijft veranderen… ........................................................................................................................... 10
Hoofdstuk 5: Advertising ................................................................................................................................ 11
Een greep uit Hoofdstuk 5 ................................................................................................................................ 11
Online adverteren? ........................................................................................................................................... 11
Waarop ga je nu inkopen? ............................................................................................................................... 13
Afrekenmodellen/vergoedingsmodellen .......................................................................................................... 13
Wat is het grootste voordeel van online adverteren t.o.v. offline adverteren? ............................................... 13
Customer journey ............................................................................................................................................. 14
Awareness fase ............................................................................................................................................ 14
Consideration fase ....................................................................................................................................... 15
Aankoop fase ............................................................................................................................................... 16
Retention fase ............................................................................................................................................. 16
Extra | Affiliatemarketing ................................................................................................................................ 17
6 belangrijke typen publishers .......................................................................................................................... 18
Hoofdstuk 7: E-Mail ........................................................................................................................................ 20
Een greep uit dit hoofdstuk .............................................................................................................................. 20
E-mailmarketing nog steeds populair............................................................................................................... 20
E-mailmarketing basis ...................................................................................................................................... 20
Word je e-mail gelezen? ................................................................................................................................... 20
Uitdagingen e-mailmarketing .......................................................................................................................... 21
Vormen van e-mailmarketing ........................................................................................................................... 21
SPAM ................................................................................................................................................................ 22
2
, Return path ...................................................................................................................................................... 22
DMARC ............................................................................................................................................................. 22
Nieuwe Europese wetgeving: AVG ................................................................................................................... 22
Voordelen e-mailmarketing .............................................................................................................................. 22
Waarom/waarop/hoe TARGETING op persoonsniveau ................................................................................... 23
Kansen e-mailmarketing .................................................................................................................................. 23
Doelen e-mailmarketing ................................................................................................................................... 23
Optimaliseer voor mobiele apparaten.............................................................................................................. 23
Real time & externe gegevens .......................................................................................................................... 23
Kinetic e-mail .................................................................................................................................................... 23
A/B testen ......................................................................................................................................................... 23
Hot topic 3: Marketing automation ................................................................................................................ 24
Marketing automation ..................................................................................................................................... 24
Event driven e-mail: Trigger e-mail .................................................................................................................. 24
Cross selling en up selling ................................................................................................................................. 24
Voordelen marketing automation .................................................................................................................... 25
Strategie marketing automation ...................................................................................................................... 25
L2RM – lead to revenu management ............................................................................................................... 25
Definities van LEADS ......................................................................................................................................... 25
Customer lifecycle............................................................................................................................................. 26
MarketingAutomationPlatform (MAP) kiezen.................................................................................................. 26
10 tips voor een succesvolle implementatie ..................................................................................................... 26
Hoofdstuk 6: Search ....................................................................................................................................... 27
Onderwerpen die o.a. aan de orde komen ....................................................................................................... 27
Search engine marketing (SEM) ....................................................................................................................... 27
Search advertising ............................................................................................................................................ 27
Status google? .................................................................................................................................................. 27
Zoekmachine marketing (SEM) nog steeds relevant ........................................................................................ 28
Knowledge graph ............................................................................................................................................. 28
Google hummingbird ........................................................................................................................................ 28
Semantic search… ............................................................................................................................................. 28
Rankbrain (conversational search) ................................................................................................................... 29
Waarom is rankbrain ontwikkeld? ................................................................................................................... 29
SEO is all bout ranking ...................................................................................................................................... 29
Ontwikkelingen CTR.......................................................................................................................................... 29
Ranking ............................................................................................................................................................. 30
De basis van SEO .............................................................................................................................................. 30
De basis van SEA ............................................................................................................................................... 30
3
, Enhanced campaigns ........................................................................................................................................ 30
Mobile & wearables ......................................................................................................................................... 30
Call-out extensies ............................................................................................................................................. 30
Conclusie SEM................................................................................................................................................... 31
Hoofdstuk 10: PR & content marketing .......................................................................................................... 32
Online PR definitie ............................................................................................................................................ 32
Offline PR .......................................................................................................................................................... 32
Meetbaarheid van PR ....................................................................................................................................... 32
Rol van internet (1/2) ....................................................................................................................................... 32
Rol van internet (2/2) ....................................................................................................................................... 32
Pr vs Contentmarketing .................................................................................................................................... 33
Content wordt steeds belangrijker ................................................................................................................... 33
Onderwerpen .................................................................................................................................................... 33
PR Vroeger Pr Nu ................................................................................................................................... 33
Newsjack .......................................................................................................................................................... 33
Contentmarketing?........................................................................................................................................... 34
Contentmarketing is communicatie ................................................................................................................. 34
Status 2017 ....................................................................................................................................................... 34
Contentmarketingstrategie .............................................................................................................................. 34
Micro-influencer marketing .............................................................................................................................. 34
Typen influencers.............................................................................................................................................. 35
Influencers ........................................................................................................................................................ 35
Inbound marketing ........................................................................................................................................... 35
L2RM – Lead to revenu managament .............................................................................................................. 35
Ontwikkeling: van owned naar earned ............................................................................................................ 36
Merken worden uitgevers ................................................................................................................................ 37
Personen worden merken ................................................................................................................................. 37
Maar search bepaalt misschien wel het meeste… ............................................................................................ 37
De 6 B’s ............................................................................................................................................................. 37
Meetbaarheid van contentmarketing .............................................................................................................. 38
Extra | Branding ............................................................................................................................................. 39
Definitie branding ............................................................................................................................................. 39
Brand ABC ......................................................................................................................................................... 39
Vormen van branding ....................................................................................................................................... 39
Customer power ............................................................................................................................................... 39
Hot topic 4: Conversational commerce........................................................................................................... 40
Conversational commerce ................................................................................................................................ 40
4
