Samenvatting E-commerce basics
Inhoud
Week 2 Customer Journey...................................................................................... 4
1. Kernbegrippen ............................................................................................... 4
2. Belangrijke Inzichten voor de Customer Journey ................................................ 4
3. Fasen van de Customer Journey....................................................................... 5
4. Segmentatie van de Markt ............................................................................... 5
5. Het Belang van Persona's ................................................................................ 5
6. Leeruitkomsten.............................................................................................. 6
7. Tips voor Examens.......................................................................................... 6
Begrippenlijst .................................................................................................... 6
Week 3 E-commerce Strategie ................................................................................ 7
1. Kernbegrippen ............................................................................................... 7
2. Belangrijke Elementen van een Business Model ................................................. 7
3. Business Model Canvas (Osterwalder & Pigneur, 2009) ....................................... 7
4. Nieuwe Business Modellen door E-commerce ................................................... 8
5. Invloed van E-commerce op Traditionele Bedrijven............................................. 8
6. Strategie voor E-commerce Bedrijven ............................................................... 8
7. Recap Tentamenonderwerpen ......................................................................... 8
8. Tips voor Examens.......................................................................................... 8
Week 4 Digitale architectuur .................................................................................. 9
1. Belangrijke Definities ...................................................................................... 9
2. E-commerce Software .................................................................................... 9
3. Functionele Componenten.............................................................................. 9
4. Innovatieve Technieken................................................................................... 9
6. Digitale Architectuur..................................................................................... 10
7. Belangrijke Leeruitkomsten ........................................................................... 10
Week 5 Online Marketing Introduction + Paid Media ................................................ 11
1. Definitie van Online Marketing ....................................................................... 11
2. Voordelen van Online Marketing..................................................................... 11
3. Paid, Owned, Earned Media ........................................................................... 11
, 4. Belangrijke Kanalen en Disciplines ................................................................. 11
5. SEA (Search Engine Advertising) ..................................................................... 12
6. Andere Promotievormen ............................................................................... 12
7. Leeruitkomsten............................................................................................ 12
Week 6 Owned Media .......................................................................................... 13
. Owned Media ................................................................................................ 13
2. Earned Media .............................................................................................. 13
3. Zoekmachine Optimalisatie (SEO) .................................................................. 13
4. E-mailmarketing........................................................................................... 14
5. Social Media ................................................................................................ 14
6. Direct Verkeer .............................................................................................. 14
7. Viral Marketing ............................................................................................. 14
8. Leerdoelen .................................................................................................. 15
Week 7 Contentmarketing .................................................................................... 16
Wat is Contentmarketing? ................................................................................ 16
Contentmarketing Strategie .............................................................................. 16
Contentmarketing Cyclus ................................................................................. 17
3H-model: Soorten Content.............................................................................. 17
Begrippenlijst .................................................................................................. 18
Week 8 Data & Digital Analytics ............................................................................ 19
Wat is Digital Analytics? ................................................................................... 19
Big Data.......................................................................................................... 19
Kritieke Prestatie-indicatoren (KPI’s) .................................................................. 19
Meetplan opstellen .......................................................................................... 19
Macro- en Microconversies ............................................................................... 20
Google Analytics ............................................................................................. 20
Paid Media Effectiviteit (rekenopdracht) ............................................................. 21
Begrippenlijst .................................................................................................. 24
Week 9 Conversieoptimalisatie............................................................................. 25
Wat is Conversie? ............................................................................................ 25
Macro- en Microconversies ............................................................................... 25
Conversieattributie .......................................................................................... 25
, Principes van Cialdini....................................................................................... 26
De Conversiepiramide ...................................................................................... 26
A/B-testen ...................................................................................................... 26
Begrippenlijst .................................................................................................. 27
3. Conversieoptimalisatie ................................................................................. 28
Week 10 Supply Chain Management (SCM) ............................................................ 30
Week 10 Customer Service .................................................................................. 32
Begrippenlijst .................................................................................................. 33
Week 11Customer Loyalty ................................................................................... 34
, Week 2 Customer Journey
1. Kernbegrippen
• Customer Journey: Het pad dat een consument volgt om een product of dienst
te kopen.
o Fasen:
1. Oriëntatie
2. Selectie
3. Transactie
4. Levering
5. Klantenservice
6. In-between purchases (herhaalaankopen en relatiemanagement)
• Persona: Een fictief klantprofiel dat gebruikt wordt om gedrag, wensen en
behoeften van doelgroepen te begrijpen en marketingstrategieën af te stemmen.
o Elementen: Demografische gegevens, doelen, uitdagingen,
gedragspatronen.
2. Belangrijke Inzichten voor de Customer Journey
• Doel: Zorgen voor een naadloze ervaring op alle touchpoints (zowel online als
offline).
• Focus: Herhaalaankopen zijn belangrijker dan eenmalige aankopen.
• Modellen:
o Bonsing Model: Beschrijft zes stappen van de klantreis vanuit klant- en
retailerperspectief.
o Goede praktijken richten zich op persoonlijke aanbiedingen en het
opbouwen van duurzame klantrelaties.
Inhoud
Week 2 Customer Journey...................................................................................... 4
1. Kernbegrippen ............................................................................................... 4
2. Belangrijke Inzichten voor de Customer Journey ................................................ 4
3. Fasen van de Customer Journey....................................................................... 5
4. Segmentatie van de Markt ............................................................................... 5
5. Het Belang van Persona's ................................................................................ 5
6. Leeruitkomsten.............................................................................................. 6
7. Tips voor Examens.......................................................................................... 6
Begrippenlijst .................................................................................................... 6
Week 3 E-commerce Strategie ................................................................................ 7
1. Kernbegrippen ............................................................................................... 7
2. Belangrijke Elementen van een Business Model ................................................. 7
3. Business Model Canvas (Osterwalder & Pigneur, 2009) ....................................... 7
4. Nieuwe Business Modellen door E-commerce ................................................... 8
5. Invloed van E-commerce op Traditionele Bedrijven............................................. 8
6. Strategie voor E-commerce Bedrijven ............................................................... 8
7. Recap Tentamenonderwerpen ......................................................................... 8
8. Tips voor Examens.......................................................................................... 8
Week 4 Digitale architectuur .................................................................................. 9
1. Belangrijke Definities ...................................................................................... 9
2. E-commerce Software .................................................................................... 9
3. Functionele Componenten.............................................................................. 9
4. Innovatieve Technieken................................................................................... 9
6. Digitale Architectuur..................................................................................... 10
7. Belangrijke Leeruitkomsten ........................................................................... 10
Week 5 Online Marketing Introduction + Paid Media ................................................ 11
1. Definitie van Online Marketing ....................................................................... 11
2. Voordelen van Online Marketing..................................................................... 11
3. Paid, Owned, Earned Media ........................................................................... 11
, 4. Belangrijke Kanalen en Disciplines ................................................................. 11
5. SEA (Search Engine Advertising) ..................................................................... 12
6. Andere Promotievormen ............................................................................... 12
7. Leeruitkomsten............................................................................................ 12
Week 6 Owned Media .......................................................................................... 13
. Owned Media ................................................................................................ 13
2. Earned Media .............................................................................................. 13
3. Zoekmachine Optimalisatie (SEO) .................................................................. 13
4. E-mailmarketing........................................................................................... 14
5. Social Media ................................................................................................ 14
6. Direct Verkeer .............................................................................................. 14
7. Viral Marketing ............................................................................................. 14
8. Leerdoelen .................................................................................................. 15
Week 7 Contentmarketing .................................................................................... 16
Wat is Contentmarketing? ................................................................................ 16
Contentmarketing Strategie .............................................................................. 16
Contentmarketing Cyclus ................................................................................. 17
3H-model: Soorten Content.............................................................................. 17
Begrippenlijst .................................................................................................. 18
Week 8 Data & Digital Analytics ............................................................................ 19
Wat is Digital Analytics? ................................................................................... 19
Big Data.......................................................................................................... 19
Kritieke Prestatie-indicatoren (KPI’s) .................................................................. 19
Meetplan opstellen .......................................................................................... 19
Macro- en Microconversies ............................................................................... 20
Google Analytics ............................................................................................. 20
Paid Media Effectiviteit (rekenopdracht) ............................................................. 21
Begrippenlijst .................................................................................................. 24
Week 9 Conversieoptimalisatie............................................................................. 25
Wat is Conversie? ............................................................................................ 25
Macro- en Microconversies ............................................................................... 25
Conversieattributie .......................................................................................... 25
, Principes van Cialdini....................................................................................... 26
De Conversiepiramide ...................................................................................... 26
A/B-testen ...................................................................................................... 26
Begrippenlijst .................................................................................................. 27
3. Conversieoptimalisatie ................................................................................. 28
Week 10 Supply Chain Management (SCM) ............................................................ 30
Week 10 Customer Service .................................................................................. 32
Begrippenlijst .................................................................................................. 33
Week 11Customer Loyalty ................................................................................... 34
, Week 2 Customer Journey
1. Kernbegrippen
• Customer Journey: Het pad dat een consument volgt om een product of dienst
te kopen.
o Fasen:
1. Oriëntatie
2. Selectie
3. Transactie
4. Levering
5. Klantenservice
6. In-between purchases (herhaalaankopen en relatiemanagement)
• Persona: Een fictief klantprofiel dat gebruikt wordt om gedrag, wensen en
behoeften van doelgroepen te begrijpen en marketingstrategieën af te stemmen.
o Elementen: Demografische gegevens, doelen, uitdagingen,
gedragspatronen.
2. Belangrijke Inzichten voor de Customer Journey
• Doel: Zorgen voor een naadloze ervaring op alle touchpoints (zowel online als
offline).
• Focus: Herhaalaankopen zijn belangrijker dan eenmalige aankopen.
• Modellen:
o Bonsing Model: Beschrijft zes stappen van de klantreis vanuit klant- en
retailerperspectief.
o Goede praktijken richten zich op persoonlijke aanbiedingen en het
opbouwen van duurzame klantrelaties.
