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samenvatting digital marketing strategy

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samenvatting digital marketing strategy

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  • March 9, 2022
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  • 2021/2022
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Samenvatting Digital Marketing Strategy


Online marketing (Hogeschool van Amsterdam)




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, lOMoARcPSD|11700591




Samenvatting Digital Marketing Strategy




Downloaded by Answerdone

, lOMoARcPSD|11700591




Reader: Inleiding




Vijf golven van digitale disruptie:
 Web: virtual
 Search: discoverable (ontdekbaar)
 Social: shareable (deelbaar)
 Mobile: responsive
 Voice: conversational

Hype cycle van Gartner




Artikel Bol.com: Bol.com beste marketingbedrijf, omdat de marketing leidend is bij
visie, doelen, strategie en bedrijfsvoering. Het gaat hier om het volume voor het
bedrijf en niet om hoeveel winst ze maken. Vier punten waarop ze beoordeeld zijn:
merk, relevantie & data, assortiment en duurzaamheid als onderdeel van de
marketingaanpak. (overname1)




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Stappen marketingbeleid:
1. Analyseren marktomgeving
2. Doelen stellen
3. Strategie bepalen
4. Actieplan opstellen
5. Uitvoeren

Hoofdstuk 1: interne analyse
Leerdoelen:
• Belangrijke elementen kennen om de digitale status van een
organisatie te analyseren en typeren
• Verschillende modellen en manieren kennen om een digitale interne analyse uit te
voeren

Interne analyse
1. Doel: je kijkt naar de sterktes en zwaktes van je digitale marketing van afgelopen
jaar. We doen dat op strategisch niveau, dus wat moet je doen op de langere
termijn
2. Middelen:
- POEM model
- Interne data (bijv. Google Analytics)
- Digitale volwassenheid (Forrester)
- Klantanalyse: CRM en CLV
- Customer Journey mapping
Demografie/bevolking: extern (geen invloed)
 Doelgroep: extern (enige invloed)
 Klanten: intern (veel invloed/sturing)

POEM-model: (overname3)
 Paid media: influencers, advertenties op social media, retargeting,
display- advertenties
 Owned media: website, blogsite, sociale mediakanalen
 Earned media: (online mond-tot-mondreclame: E-WOM) verdiende conversaties,
discussies, berichten over jouw merk, recencies, aanbevelingen etc.

Earned: zorg voor goede ranking in zoekmachine om meer betrokkenheid te onvangen
(SEO). Goede content strategie is ook belangrijk.





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