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Samenvatting Basisboek online marketing, ISBN: 9789001887148 Online Communicatie

3 reviews
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  • Course
  • Online Communicatie
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  • Hogeschool Windesheim (HW)
  • Book
  • Basisboek online marketing

Ik heb op dit tentamen een 9,4 gehaald door deze samenvatting te leren!!! Een uitgebreide samenvatting waarvoor je het boek niet hoeft aan te schaffen! (Afbeeldingen uit het boek zijn toegevoegd). De samenvatting bestaat uit alle hoofdstukken (van H4 alleen 4.1) behalve H5 en H9. Ik heb d...

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  • No
  • Hoofdstuk 1 t/m 13 m.u.v. hoofdstuk 5 en 9
  • June 14, 2021
  • 74
  • 2020/2021
  • Summary

Subjects

  • online marketing
  • basisboek
  • marketing
  • communicatie
  • windesheim

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Samenvatting
Basisboek Online Marketing

,Hoofdstuk 1 - Online marketing .......................................................................................................................... 4
• §1.1 Definitie van online marketing ................................................................................................ 4
• §1.2 Online marketing in relatie tot traditionele marketing ........................................................... 4
• §1.3 Online marketing en de marketingmix .................................................................................... 5
• §1.4 Online marketing in relatie tot bedrijfsprocessen ................................................................... 6
• §1.5 Ontwikkeling van online marketing ......................................................................................... 6
Hoofdstuk 2 - Strategie en businessmodellen ..................................................................................................... 7
• §2.1 Online marketing en strategie ................................................................................................. 7
• §2.2 Marketingstrategie .................................................................................................................. 7
• §2.3 Het businessmodel .................................................................................................................. 8
• §2.4 Vaststellen van de gevolgen voor online marketing van nieuwe internettechnologie ......... 10
Hoofdstuk 3 - Market sensing ........................................................................................................................... 11
• §3.1 Internetgebruik ...................................................................................................................... 11
• §3.2 Kopen via internet ................................................................................................................. 12
• §3.3 Gebruik van social media ....................................................................................................... 12
• §3.4 Relevante trends voor online marketing ............................................................................... 13
• §3.5 Model voor online cosumentengedrag ................................................................................. 14
• §3.6 Online marketingfunnel (6B-model) ...................................................................................... 15
• §3.7 Online marktonderzoek ......................................................................................................... 17
• §3.8 Big data en customer insights ................................................................................................ 18
• §3.9 Socialmediamonitoring .......................................................................................................... 19
Hoofdstuk 4 - Productrealisatie ........................................................................................................................ 19
• §4.1 Klantwaarde is het doel van het productrealisatieproces ..................................................... 19
• §4.4.1 Customer journey mapping ................................................................................................ 19
Hoofdstuk 6 - Klantacquisitie: bezoekers werven via eigen of verdiende kanalen ........................................... 20
• §6.1 Bezoekers werven voor online communicatie- en verkoopkanalen ...................................... 20
• §6.2 Zoekmachinemarketing ......................................................................................................... 21
• §6.3 Linkbuilding............................................................................................................................ 22
• §6.4 Mobiele marketingcommunicatie ......................................................................................... 24
• §6.5 Inzet van socialmediakanalen ................................................................................................ 25
• §6.6 E-mailmarketing..................................................................................................................... 25
Hoofdstuk 7 - Klantacquisitie: bezoekers werven via betaalde kanalen ........................................................... 29
• §7.1 Online marketingcommunicatie via betaalde kanalen .......................................................... 29
• §7.2 Zoekmachineqdverteren ....................................................................................................... 29
• §7.3 Display advertising ................................................................................................................. 32
• §7.4 Adverteren op sociale netwerken ......................................................................................... 36
• §7.5 Affiliate marketing ................................................................................................................. 37
Hoofdstuk 8 - Klantacquisitie: verkoop en prijsbepaling................................................................................... 38
• §8.1 Online verkoop ...................................................................................................................... 38
• §8.2 Online koopadvies ................................................................................................................. 40
• §8.3 Online prijsbepaling ............................................................................................................... 42
Hoofdstuk 10 – CRM ......................................................................................................................................... 44
• §10.1 Online customer relationship management ........................................................................ 44
• §10.2 Werken met klantgroepen .................................................................................................. 47
• §10.3 Verhogen van klantwaarde.................................................................................................. 48
• §10.4 Individuele waardepropositie .............................................................................................. 49
• §10.5 Social CRM ........................................................................................................................... 50
Hoofstuk 11 - Effectieve websites ..................................................................................................................... 51
• §11.1 Effectiviteit van een website en app ................................................................................... 51
• §11.2 Beïnvloeden van de bezoeker.............................................................................................. 52
• §11.3 Website-usability ................................................................................................................. 54



2

, • §11.4 Webcontent en webtekst .................................................................................................... 55
• §11.5 Interactie en conversie ........................................................................................................ 57
• §11.6 Effectieve landingspagina’s ................................................................................................. 58
• §11.7 Contentmanagementsysteem ............................................................................................. 58
• §11.8 SEO....................................................................................................................................... 58
Hoofdstuk 12 - Digital Analytics........................................................................................................................ 60
• §12.1 Digital analytics: definitie en uitgangspunten ..................................................................... 60
• §12.2 De trechter van online marketing vertaald in prestatie-indicatoren ................................... 60
• §12.3 Verkeersbronnen binnen digital analytics ........................................................................... 62
• §12.4 Het ABC-model .................................................................................................................... 64
• §12.5 Herkennen van de fase waarin de bezoeker zit ................................................................... 64
• §12.6 Social media metrics ............................................................................................................ 65
• §12.7 Webanalytics in de organisatie ............................................................................................ 65
Hoofdstuk 13 - Planning en organisatie............................................................................................................ 67
• §13.1 Organiseren van online marketingactiviteiten .................................................................... 67
• §13.2 Online marketingplan .......................................................................................................... 68
• §13.3 Projectmanagement ............................................................................................................ 69
• §13.4 Juridische aspecten van online marketing ........................................................................... 73




3

, Hoofdstuk 1 - Online marketing
• §1.1 Definitie van online marketing

Online marketing = een proces waarbij organisaties en bestaande of potentiele klanten via
internet waarden en producten creëren en met elkaar uitwisselen.
- Online = in verbinding staan met internet.
- Synoniemen voor online marketing zijn: internet marketing, digitale marketing of e-
marketing.
E-commerce = de verkoop van producten of diensten via internet. Mogelijke keuze binnen
online marketing.
E-business = ondernemen met behulp van digitale technieken + het inrichten van alle
processen die de organisatie in staat stellen om haar producten te maken of diensten te
verlenen. Het is dus breder dan online marketing.

• §1.2 Online marketing in relatie tot traditionele marketing

Traditionele marketing:
• Belangrijkste peiler = bereik
• Maar voor welk percentage van de verkopen is marketing verantwoordelijk?
• “De helft van het marketingbudget is weggegooid geld, ik weet alleen niet welke
helft”




Overgang van massamarketing naar one-to-one marketing/individuele marketing door
internet.
- Doel one-to-one marketing is het volledig op maat maken van marketing voor een
klant.
- Klant krijgt een aanbod op maat, een individuele propositie.

Internet maakt geïndividualiseerde productie een stuk gemakkelijker. (Wenskaart met eigen
foto, tickets zelf uitprinten, bankrekening ten alle tijden bekijken etc.)




4

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