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Samenvatting Flow Marketing met voorbeelden H1-H13 $33.07   Add to cart
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Samenvatting Flow Marketing met voorbeelden H1-H13
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  • Course
  • Flow Marketing
  • Institution
  • Karel De Grote-Hogeschool (KdG)
  • Book
  • Marketing

Direct geslaagd bij dit vak! Aanwezig bij elke les! Belangrijkste uit boek verwerkt! Boek Go with the Flow volledig gelezen! Lector: Katrien Giebens Powerpoint helemaal verwerkt! Veel voorbeelden + extra info verwerkt voor verduidelijking. Gestructureerde aanpak & goed blokken en da lukt!

Last document update: 3 year ago

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Document information

  • No
  • H1-13 hier en daar voorbeelden
  • May 19, 2021
  • May 19, 2021
  • 76
  • 2020/2021
  • Summary

Subjects

  • flow marketing
  • marketing
  • marketingplanning
  • consumenten
  • marketing strategien
  • marketing disciplines
  • waardeaanbod
  • behoeften consument
  • user experience
  • vertrouwen consument
  • maslov
  • customer flow

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Written for

  • Karel de Grote-Hogeschool (KdG)
  • Bedrijfsbeheer Marketing
  • Flow Marketing
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Inhoudsopgave
FLOW MARKETING .................................................................................................................................................................................... 3
Introductie ................................................................................................................................................................................................ 3
FLOW MARKETING .................................................................................................................................................................................... 4
DEEL 1 Consument .................................................................................................................................................................................... 4
Hoofdstuk 1 De onzekere consument ........................................................................................................................................................ 4
1.1 Onethisch gedrag van grote bedrijven ............................................................................................................................................. 4
1.2 Versnellende verandering ................................................................................................................................................................. 4
Samengevat .................................................................................................................................................................................................... 7
Hoofdstuk 2 Vertrouwen van de consument ............................................................................................................................................. 8
2.1 Uitgangspunt ............................................................................................................................................................................................. 8
2.2 Niveaus van vertrouwen ............................................................................................................................................................................ 9
2.3 Impact van vertrouwen op aankopingsbeslissingen................................................................................................................................ 11
2.4 Hoe vertrouwen uitstralen als bedrijf ...................................................................................................................................................... 12
2.5 Meten van vertrouwen - NPS .................................................................................................................................................................. 12
Samengevat .................................................................................................................................................................................................. 13
Hoofdstuk 3 Behoefte van de consument ................................................................................................................................................ 14
3.1 Wat zijn behoeften? ....................................................................................................................................................................... 14
3.2 Uitgebreid behoeftemodel ...................................................................................................................................................................... 16
Samengevat .................................................................................................................................................................................................. 18
FLOW MARKETING .................................................................................................................................................................................. 19
DEEL 2 Customer flow ............................................................................................................................................................................. 19
Hoofdstuk 4 Customer flow .................................................................................................................................................................... 19
4.1 Wat is customer flow? ............................................................................................................................................................................. 19
4.2 Customer flow – hedendaags aankoopproces ........................................................................................................................................ 20
4.3 Aankoopproces – drie historische modellen ............................................................................................................................................ 22
4.4 Customer flow – impact van mediagebruik ............................................................................................................................................. 25
Samengevat .................................................................................................................................................................................................. 25
FLOW MARKETING .................................................................................................................................................................................. 26
DEEL 3 Aanbod ........................................................................................................................................................................................ 26
Hoofdstuk 5 Waardeaanbod ................................................................................................................................................................... 26
Wat is het doel van effectieve marketing? .............................................................................................................................................. 26
5.1 Componenten .......................................................................................................................................................................................... 27
5.2 Waardeaanbod – product ....................................................................................................................................................................... 28
5.3 Waardeaanbod – prijs ............................................................................................................................................................................. 30
5.4 Waardeaanbod – gemak ................................................................................................................................................................ 32
5.5 Waardeaanbod – perceptie ............................................................................................................................................................ 32
5.6 Innovatie ................................................................................................................................................................................................. 33
Samengevat .................................................................................................................................................................................................. 33
Hoofdstuk 6 Merken ............................................................................................................................................................................... 34
............................................................................................................................................................................................................... 34
6.1 Sterke merken ......................................................................................................................................................................................... 34
6.2 Merk en merkfuncties.............................................................................................................................................................................. 35
6.3 Positionering en perceptie van merken ................................................................................................................................................... 36
6.4 Merkparadox ........................................................................................................................................................................................... 39
6.5 Relevante merkevoluties ......................................................................................................................................................................... 40
Samengevat .................................................................................................................................................................................................. 40
DEEL 4 Flow marketing disciplines ........................................................................................................................................................... 41
............................................................................................................................................................................................................... 41
Hoofdstuk 7 Discipline - content ............................................................................................................................................................. 41
7.1 Wat is contentmarketing? ....................................................................................................................................................................... 42
7.2 Contentstrategie ..................................................................................................................................................................................... 43
7.3 Vormen van company created content ................................................................................................................................................... 47
7.4 Contentmedia .......................................................................................................................................................................................... 47
7.5 De 10 voorwaarden voor goede content ................................................................................................................................................. 47
Samengevat .................................................................................................................................................................................................. 48
Hoofdstuk 8 Discipline - conversatie ....................................................................................................................................................... 49
8.1 Wat is ‘conversatie’? Een gouden kans ................................................................................................................................................... 49



1

, 8.2 Wat zijn de voordelen en nadelen van conversatie voor merken? .......................................................................................................... 50
8.3 Toepassingen van conversatie................................................................................................................................................................. 50
8.4 Iedereen marketeer ................................................................................................................................................................................. 51
Samengevat .................................................................................................................................................................................................. 51
Hoofdstuk 9 Discipline – conversie .......................................................................................................................................................... 52
9.1 Wat is conversie? .................................................................................................................................................................................... 52
9.2 Drie conversiedomeinen .......................................................................................................................................................................... 53
9.3 Conversie meten ...................................................................................................................................................................................... 54
Samengevat .................................................................................................................................................................................................. 54
DEEL 5 Flow Marketing strategieën ......................................................................................................................................................... 56
............................................................................................................................................................................................................... 56
Hoofdstuk 10 Brand activation-strategie ................................................................................................................................................. 56
10.1 Wat is Brand Activation? Actie! ............................................................................................................................................................ 56
10.2 BA-strategie – waarde communiceren .................................................................................................................................................. 57
10.3 BA-strategie – creatie ............................................................................................................................................................................ 58
10.4 BA-strategie – media ............................................................................................................................................................................. 58
10.5 BA-strategie – activatie ......................................................................................................................................................................... 60
10.6 Extreme BA – growth hacking ............................................................................................................................................................... 60
10.7 BA-strategie – impact meten ................................................................................................................................................................ 60
Samengevat .................................................................................................................................................................................................. 60
Hoofdstuk 11 Omnichannel-strategie ...................................................................................................................................................... 61
11.1 Wat is distributie? ................................................................................................................................................................................. 61
11.2 Distributiefuncties ................................................................................................................................................................................. 62
11.3 Wat is omnichannel-strategie? ............................................................................................................................................................. 63
11.4 Hoe de omnichannel-strategie toepassen in de praktijk? ..................................................................................................................... 64
11.5 Omnichannel – het belang van e-commerce ......................................................................................................................................... 65
............................................................................................................................................................................................................... 65
Samengevat .................................................................................................................................................................................................. 65
Hoofdstuk 12 Customer experience-strategie.......................................................................................................................................... 66
12.1 Wat is CX en waarom is CX nodig? ........................................................................................................................................................ 66
12.2 Impact van CX........................................................................................................................................................................................ 67
12.3 Hoe de CX-strategie toepassen? ............................................................................................................................................................ 68
Samengevat .................................................................................................................................................................................................. 69
DEEL 6 Marketingplanning ...................................................................................................................................................................... 70
Hoofdstuk 13 Marketingplanning ............................................................................................................................................................ 70
13.1 Wat is marketingplanning? ................................................................................................................................................................... 70
13.2 Analyse .................................................................................................................................................................................................. 70
72
13.3 Marketingdoelstellingen ....................................................................................................................................................................... 75
13.4 Marketingplan ....................................................................................................................................................................................... 75
76
Samengevat .................................................................................................................................................................................................. 76




2

,FLOW MARKETING
Introductie
Definitie Marketing

uitwisseling van waarde
tussen consument/klant
en
merk

Inhoud
Ø Marketing
Ø Flow
Ø Consumer flow
Ø Customer flow
Ø Flow marketing:

• Flow marketing is de nieuwe manier van benaderen van marketing waarbij alles in het werk
gesteld wordt om consumer flow te bereiken.
• De basis van marketing is de ruil van waarde tussen een bedrijf/organisatie en een
consument.

Ø Flow Marketing Disciplines (6) & Flow Marketing Strategieën

Verduidelijken
Ø Marketing
Ø Flow
Ø Consumer flow:
• Cashless betalen gaat niet,
• Retourbeleid duurt te kort
• Customer service à bad reviews, concurrentie (frictieloze ervaring als consument, customer
service altijd snel antwoorden is het beste!) mensen zijn boos, teleurgesteld, klant kwijt, bad
publicity,
ð zijn veel risico’s als je teveel fricties hebt bij het aankopen etc bij merken
- Reserveren op een website datum wou niet lukken à bij iemand anders eten
• Customer flow: Van bommel: traditioneel gebleven en leeft nog
• Flow marketing:


Flow marketing model: TE KENNEN EN LINKEN
à Verduidelijking leerstof:

Ø Analogie met een schoenwinkel om de zes elementen/disciplines van Flow Marketing te duiden.
Van bommel: traditioneel gebleven en leeft nog

Ø Flow marketing antwoord op zes vragen (deel 4):

1 Wat vertel ik over wat er in mijn etalage ligt? (content)
2 Hoe antwoord ik op vragen en reacties? (conversatie)
3 Hoe kan ik interesse van consumenten omzetten in aankoop en tevreden gebruik? (conversie)
(hoe knn we klant binnenhalen)
4 Hoe kan ik mensen naar mijn etalage krijgen? (brand activation)
5 Waar dien ik etalages te hebben? (omnichannel) (mobiele sites moeten werken mobile first,
EXAMEN VRAAG!, hoe bereikbaar op mobiele omgeving)
6 Hoe zorg ik voor tevreden gebruikers? (customer experience) (liefst customer delight, mensen
zeggen posi 3x en nega 6x door!))
Ø Orienteren via verschillende platformen (mediamarkt, fnac)
Ø Kopen (online of winkel)




3

, FLOW MARKETING

DEEL 1 Consument

Hoofdstuk 1 De onzekere consument

1.1 Onethisch gedrag van grote bedrijven
Aanleidingen tot onzekerheid:
Ø Impact van marketing op consument wordt mede bepaald door vertrouwen
Ø ! vandaag de dag relatie van wantrouwen à leidt tot grotere mondigheid van de consument
Ø Waarom wantrouwen & onzekerheid?
• onethisch gedrag van grote bedrijven (wordt door de mediatisering van de maatschappij
meteen aan het licht gebracht) (
• Versnellende verandering van de wereld
o Onethisch: recordboete google, planeet reken. mee houden, slechte service ryanair,
sweatshops lage loonlanden, brantano failliet à bedrijfsleiders fng slecht omgegaan
budget bedrijf à reactie social media => we pikken dat niet meer als consumenten!

1.2 Versnellende verandering
Hartmut Rosa: Social Acceleration = snellende verandering
Ø onthaastingsgoeroe' Hartmut Rosa;
Het leven gaat steeds sneller. De snelheid van de technologische innovatie neemt
toe, maatschappelijke posities en waarden veranderen in hoog tempo en door het
toegenomen aantal keuzes dat we tegenwoordig hebben, zijn we steeds onderweg
naar meer en nieuwer.

Ø Volgens hem leiden deze versnellingen tot een nieuw soort vervreemding: we raken
steeds verder van onszelf verwijderd.

Ø Rosa's antwoord hierop is een pleidooi voor resonantie, een ervaring waarin de mens
zelf geen actieve rol speelt, maar die hem overkomt. Een ervaring waarin de wereld op
zichzelf zin heeft.


Verklarend model voor onzekerheid van mensen, van consumenten: Handboek p. 26 – 33!




ð Proces kunnen uitleggen !




4

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