Summary
Samenvatting Strategie Verkort Traject
- Course
- Institution
Samenvatting van alle lessen, eigen notities en extra theorie uit de boeken (Marketing: Go with the flow en Communicatiehandboek) en van het leerplatform Canvas
[Show more]
Seller
Followanoukdierick
Reviews received
Content preview
STRATEGIEVERKORT TRAJECT
INHOUDSOPGAVE
1. Introductie in strategie ........................................................................................................................................................... 3
Communicatietheorieën ................................................................................................................................................................. 5
Communicatiemodaliteiten ............................................................................................................................................................ 6
Mediavormen.................................................................................................................................................................................. 7
Doelgroepenanalyse: Publieksgroepen/stakeholders/doelgroepen .............................................................................................. 8
Strategische communicatie......................................................................................................................................................... 9
De doelgroep als deel van je positionering ............................................................................................................................... 10
Marktsegmentatie .................................................................................................................................................................... 10
2. Strategische modellen en customer journey (see-think-do-care) .......................................................................................... 14
Trends ........................................................................................................................................................................................... 14
Communicatietrends ................................................................................................................................................................ 14
Customer journey: See-Think-Do-Care ......................................................................................................................................... 17
2021: Onzekere consument ...................................................................................................................................................... 19
Vertrouwen van de consument ................................................................................................................................................ 19
3. See-fase (noodfase, awarenessfase) ..................................................................................................................................... 22
Strategische overwegingen ........................................................................................................................................................... 22
Vragen over het merk ............................................................................................................................................................... 22
Vragen over de doelgroep ........................................................................................................................................................ 25
Vragen over het doel ................................................................................................................................................................ 26
En dan kunnen we verder ......................................................................................................................................................... 27
See-fase ......................................................................................................................................................................................... 27
Doelstellingen en KPI’s .............................................................................................................................................................. 28
Communicatiemix ..................................................................................................................................................................... 28
Content ..................................................................................................................................................................................... 32
Conversatie ............................................................................................................................................................................... 33
Conversie .................................................................................................................................................................................. 34
4. Think-fase (oriëntatie en consideratiefase) .......................................................................................................................... 35
Strategische overwegingen ........................................................................................................................................................... 35
Think-fase ...................................................................................................................................................................................... 36
Doelstellingen en KPI’s .............................................................................................................................................................. 36
Communicatiemix ..................................................................................................................................................................... 37
Content ..................................................................................................................................................................................... 43
Conversatie ............................................................................................................................................................................... 50
Conversie .................................................................................................................................................................................. 50
5. Do-fase (koop- en gebruiksfase) ........................................................................................................................................... 53
Pagina 1 van 82
, Strategische overwegingen ........................................................................................................................................................... 53
Do-fase .......................................................................................................................................................................................... 54
Doelstellingen en KPI’s .............................................................................................................................................................. 55
Communicatiemix ..................................................................................................................................................................... 56
Content ..................................................................................................................................................................................... 60
Conversatie ............................................................................................................................................................................... 60
Conversie .................................................................................................................................................................................. 61
6. Care-fase (loyaltyfase, advocacyfase) ................................................................................................................................... 63
Strategische overwegingen ........................................................................................................................................................... 63
Care-fase ....................................................................................................................................................................................... 64
Doelstellingen en KPI’s .............................................................................................................................................................. 64
Communicatiemix ..................................................................................................................................................................... 65
Content ..................................................................................................................................................................................... 70
Conversatie ............................................................................................................................................................................... 70
Conversie .................................................................................................................................................................................. 71
7. Samenvatting customer flow ................................................................................................................................................ 74
8. Reputatie .............................................................................................................................................................................. 75
Mentale merkidentiteit ................................................................................................................................................................. 75
Visuele merkidentiteit ................................................................................................................................................................... 77
Corporate communicatie .............................................................................................................................................................. 78
Reputatie van het bedrijf .......................................................................................................................................................... 78
Public Relations (PR) ................................................................................................................................................................. 78
Issuemanagament ..................................................................................................................................................................... 79
Crisiscommunicatie ................................................................................................................................................................... 80
9. Gastles crisiscommunicatie ................................................................................................................................................... 81
Pagina 2 van 82
,1. INTRODUCTIE IN STRATEGIE
SickKids VS
• Interessante strategie om slachtofferrol weg te laten en zieke kinderen als iets sterk weer te geven
• Andere reclames gebruiken veel zware beelden en focus op slachtofferrol, maar we kijken hierover
Strategie is het plan met wanneer je welke middelen inzet binnen een bepaalde context om een welbepaald doel te bereiken bij
een doelgroep.
Communicatieplan
Double diamond
Pagina 3 van 82
, Klassiek communicatiemodel
Proximus
• Zender: Proximus
• Ontvanger: Niet klanten
o Maar bericht staat op de website van Proximus: Ze rekenen op mensen die voor de eerste keer naar de
website surfen om te zien of Proximus iets voor hen is.
o Normaal gezien dient communicatie via websites eerder voor bestaande klanten en mensen die het merk al
kennen (want ze hebben de website opgezocht) OF voor mensen die via Google Search op de website
belanden via een keyword dat ze via Google hebben ingegeven.
• Boodschap: Korting voor nieuwe klanten
• Medium: Website
• Is er ook ruis?
Het klassieke communicatiemodel is beperkt!
De ontvanger is nooit passief: Hij doet niet zomaar wat je wil dat hij doet, én hij verwerkt de informatie tot een eigen
interpretatie.
Hoe beter je inspeelt op de interesses en behoeftes van de gebruiker, hoe groter de kans dat je ontvanger ingaat op je
boodschap.
De macht verschuift naar de ontvanger: Hij bepaalt zelf waar hij naar kijkt/luistert (bv. Netflix).
Hoe beter je het medium afstemt op de boodschap en de gebruiker, hoe groter de kans dat je boodschap aankomt.
Media
Media is het middel voor de zender om de ontvanger te bereiken.
• Massamedia: Met grote groepen mensen (Televisie, radio, billboards)
• Interpersoonlijk: face-to-face, chat, e-mail
• Sociale media: zowel massa als interpersoonlijk
Pagina 4 van 82
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller anoukdierick. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $13.26. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
48298 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 15 years now