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Samenvatting E-Business & E-Communication IOR2
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Samenvatting E-Business & E-Communication IOR2 aan Karel de Grote Hogeschool
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emmaroofthooft
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SAMENVATTING E-BUSINESS & E-
COMMUNICATION
Emma Roofthooft
2019 - 2020
,Inhoud
1 E-Business & E-Communication?...............................................................2
1.1 Introductie....................................................................................................................................2
1.1.1 What’s in a name? Afbakening..............................................................................................2
1.2 Evolutie van het internet............................................................................................................10
1.2.1 (R)evolutie: Web 1.0 tot 4.0.................................................................................................10
1.2.2 De internet bubble burst.....................................................................................................11
1.3 Marketingcommunicatie online..................................................................................................15
1.3.1 De communicatiedoelstellingen..........................................................................................15
1.3.2 Internet in het plaatje..........................................................................................................20
1.3.3 De online consument...........................................................................................................21
1.3.4 Naar een nieuw model: voor- en nadelen...........................................................................23
2 SEO, SEA & Co......................................................................................25
2.1 Inleiding......................................................................................................................................25
2.1.1 Algemeen en historiek.........................................................................................................25
2.2 SEO.............................................................................................................................................27
2.2.1 Google algoritme.................................................................................................................27
2.2.2 Do’s & dont’s.......................................................................................................................30
2.3 Co: Google Analytics, Hotjar, Google Trends..............................................................................34
2.3.1 Google Analytics..................................................................................................................34
2.3.2 Google Trends......................................................................................................................34
2.3.3 Hotjar...................................................................................................................................34
2.4 SEA..............................................................................................................................................35
3 Mobile Marketing...................................................................................47
3.1 Inleiding......................................................................................................................................47
3.1.1 Historiek...............................................................................................................................47
3.1.2 Mobiele evolutie..................................................................................................................47
3.1.3 Mobiele revolutie................................................................................................................48
3.2 Mobile marketing & mobile business.........................................................................................51
3.2.1 Dino’s: infrarood, bluetooth................................................................................................51
3.2.2 SMS marketing.....................................................................................................................52
3.2.3 Whapcare............................................................................................................................53
3.2.4 App as marketing: app based marketing..............................................................................54
3.2.5 App as business....................................................................................................................55
1
,1 E-Business & E-Communication?
1.1 Introductie
1.1.1 What’s in a name? Afbakening
E-Business = E-business, or electronic business, systems use a number of information
technology-based business practices to enhance relationships between the business and
the customer. E-business includes changes in marketing communication, distribution
systems, and business models
Electronic Business = E-Business
Een bedrijf gebruikt een aantal systemen waarin tools zitten om de relatie tussen
u en uw klanten te verbeteren
Hoe hard veranderd de wereld, de bedrijven en alle vlakken waar de bedrijven
mee bezig zijn
IBM = een van de eerste computers, zij hebben de definitie gemaakt over E-Business
Van toepassing als een bedrijf:
1 Haar interne & externe bedrijfsprocessen heeft veranderd via ICT technologie
Waardeketen van Porter wordt door elkaar geschud door ICT (*)
Waardeketen van Porter: weergave van hoe een bedrijf waarde toevoegt aan onze
samenleving (pijl) dit is het interne proces van een onderneming
Core business:
Inbound logistics: producten zoeken voor je product
Operations: het maken van het eindproduct met de grondstoffen en hulpstoffen
Outbound logistics: het distribueren aan de markt
Marketing and logistics: zorgen dat je klanten je product kopen
Service: service na verkoop, ergens waar men steeds terecht kan na de aankoop van je
product
(*) E-business: al het digitale heeft heel dit verhaal compleet veranderd!
Er kunnen dankzij digitalisering nog heel veel verbeteringen komen
Door de technologie kan alles veranderen in de werking van de core business
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