Een zelfgemaakte en overzichtelijke samenvatting van het boek Basisboek Online Marketing 3e druk, geschreven door Marjolein Visser & Berend Sikkenga.
Het bevat de hoofdstukken 1, 2, 3, 5, 6, 7, 12 en 13.
,Inhoud
Hoofdstuk 1: Online Marketing.........................................................................................................4
Online marketing................................................................................................................................4
Soorten websites:...............................................................................................................................5
Modellen............................................................................................................................................5
Kernprocessen....................................................................................................................................6
Hoofdstuk 2: Strategie en businessmodellen.....................................................................................8
Marketingstrategie.............................................................................................................................8
Businessmodel....................................................................................................................................8
Model van Houtgraaf en Bekkers.....................................................................................................10
Gevolgen voor online marketing van nieuwe internettechnologie...................................................10
Hoofdstuk 3: Market sensing...........................................................................................................11
Kopen via internet............................................................................................................................11
Gebruik social media........................................................................................................................12
Model voor online consumentengedrag..........................................................................................12
Online marketingfunnel....................................................................................................................13
Online onderzoek.............................................................................................................................14
Relevante trends voor online marketing..........................................................................................15
Big Data en customer insights..........................................................................................................15
Hoofdstuk 5: Klantacquisitie: online branding.................................................................................17
Vaststellen van communicatiedoelstellingen...................................................................................17
Kiezen van communicatie-instrumenten en –kanalen:.....................................................................18
Rol van online marketingcommunicatie in merkmanagement.........................................................18
Rol van social media binnen online branding...................................................................................20
Merkcommunicatie en social media:............................................................................................20
Reputatiemanagement en social media.......................................................................................20
Viral marketing, video en games......................................................................................................21
Contentmarketing doe je volgens de contentmarketingcyclus:........................................................22
Hoofdstuk 6: Klantacquisitie: bezoekers werven via eigen of verdiende kanalen............................23
Zoekmachinemarketing....................................................................................................................23
Linkbuilding......................................................................................................................................25
Mobiele marketingcommunicatie.....................................................................................................27
Inzetten van social mediakanalen.....................................................................................................28
E-mailmarketing...............................................................................................................................29
Hoofdstuk 7: Klantacquisitie: bezoekers werven via betaalde kanalen............................................31
2
, Zoekmachineadverteren...................................................................................................................31
Display advertising............................................................................................................................33
Adverteren op sociale netwerken.....................................................................................................36
Affiliate marketing............................................................................................................................37
Proces van affiliate marketing..........................................................................................................39
Hoofdstuk 12: Digital analytics........................................................................................................40
Trechter van online marketing vertaald in prestatie-indicatoren.....................................................40
Verschillende verkeersbronnen........................................................................................................41
ABC-model........................................................................................................................................42
Sociale media metrics.......................................................................................................................42
Hoofdstuk 13: Planning en organisatie............................................................................................43
Teammanagement...........................................................................................................................43
Online marketingplan.......................................................................................................................43
Projectmanagement.........................................................................................................................44
3
, Hoofdstuk 1: Online Marketi ng
Online marketing
Marketing: Het doel van marketing is om de klant zo goed te kennen en te begrijpen dat het product
of de dienst zichzelf verkoopt.
Online marketing: deelproces van marketing. Proces waarbij organisaties en bestaande of potentiële
klanten via internetwaarden en producten creëren en met elkaar uitwisselen.
E-commerce: verkopen van producten/ diensten via internet.
E-business: ondernemen m.b.v. digitale technieken, breder dan online marketing. Het gaat niet
alleen om de interactie met markten, maar om het adequaat inrichten van alle processen die de
organisatie in staat stellen om haar producten te maken of verlenen. Het gaat om de voor- en
achterkant van de organisatie, delen waarmee de klant niet in aanraking komt. Bijv. voorraadsysteem
koppelen aan website, zodat producten die verkopen automatisch worden bijbesteld.
Internet biedt de volgende mogelijkheden:
1. Informatie kan op maat worden aangeboden
2. Informatie over klanten kan makkelijk vastgelegd worden
3. Marketingcommunicatie via internet is meetbaar
4. Interactiviteit met de klant mogelijk
5. Makkelijk inspelen op de behoefte aan informatie
6. Mogelijkheid om grote hoeveelheden informatie met potentiële klanten tegen geringe
kosten
4
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