Met de ESTC fiche en leerdoelenlijst als startpunt en op basis van al het aangeboden lesmateriaal (lesopnames, live lessen, dia's en bijkomende documenten).
vak gegeven door N. Van Hoecke
1 Ken je target .......................................................................................................................................... 3
1.0 inleiding ................................................................................................................................................ 3
1.1 Bewuste versus onbewuste brein ......................................................................................................... 4
Hoe verleid je het onbewuste brein?............................................................................................................. 4
Hoe kunnen we de pains onderdrukken? ...................................................................................................... 4
1.2 Conversie verhogen door onbewuste beïnvloeding .............................................................................. 4
Ankereffect .................................................................................................................................................... 4
Door in the face ............................................................................................................................................. 4
Consistent gedrag .......................................................................................................................................... 4
Mentale bankrekening ................................................................................................................................... 4
Cadeautje ....................................................................................................................................................... 4
Elk nadeel biedt een voordeel ....................................................................................................................... 4
2 Overtuigend communiceren .................................................................................................................. 5
2.0 inleiding ................................................................................................................................................ 5
2.1 Webdesign ............................................................................................................................................ 5
Gazing cues .................................................................................................................................................... 5
Menselijke aspecten ...................................................................................................................................... 5
Visuele aannames .......................................................................................................................................... 5
2.2 Tekst ..................................................................................................................................................... 5
‘want’ of ‘omdat’?.......................................................................................................................................... 5
Argumenten ................................................................................................................................................... 5
Font ................................................................................................................................................................ 6
Facial feedback .............................................................................................................................................. 6
Onderscheidende productteksten ................................................................................................................. 6
Peak-end rule ................................................................................................................................................. 6
Adverteren in google ..................................................................................................................................... 6
Een goede webtekst schrijven ....................................................................................................................... 6
2.3 Formulieren en buttons ........................................................................................................................ 7
2.3.1 Formulieren .......................................................................................................................................... 7
bezoekers over de drempel krijgen ............................................................................................................... 7
default optie .................................................................................................................................................. 7
2.3.2 Buttons.................................................................................................................................................. 8
2.4 Referenties en social shares ................................................................................................................. 8
Wat – kuddegedrag ....................................................................................................................................... 8
Vormen van sociale bewijskracht .................................................................................................................. 8
Wat – autoriteiten ......................................................................................................................................... 8
Hoe – autoriteit op website ........................................................................................................................... 8
Hoe – referenties op website ........................................................................................................................ 9
Het succes van referenties............................................................................................................................. 9
Technieken combineren ................................................................................................................................ 9
Online persuation profiling ............................................................................................................................ 9
, Digitaal consumentengedrag
Social share buttons....................................................................................................................................... 9
2.5 Kleur en de invloed ervan ................................................................................................................... 10
Intellectueel ................................................................................................................................................. 10
Fysiek ........................................................................................................................................................... 10
Fysica van het licht ....................................................................................................................................... 10
kleurtoepassingen........................................................................................................................................ 10
Kleur als deel van de merkidentiteit ............................................................................................................ 10
Ik zie wat jij niet ziet .................................................................................................................................... 10
Emotioneel ................................................................................................................................................... 10
Kleurencombinaties ..................................................................................................................................... 11
kleurpaletten ............................................................................................................................................... 11
3 Analyse en optimalisatie...................................................................................................................... 12
3.0 inleiding .............................................................................................................................................. 12
3.1 Beïnvloedingsprofielen ....................................................................................................................... 12
Conversie ..................................................................................................................................................... 12
friendly world syndrome of filter bubble effect .......................................................................................... 12
Psychologische beïnvloedingstechnieken .................................................................................................... 12
Media equation ........................................................................................................................................... 12
Psychologische beïnvloedingsprincipes ....................................................................................................... 12
Gevaar van beinvloedingsprofielen ............................................................................................................. 13
3.2 Recommender systemen .................................................................................................................... 13
Gepersonaliseerde recommender systemen ............................................................................................... 13
Niet gepersonaliseerde recommender systemen ........................................................................................ 13
Voordelen .................................................................................................................................................... 13
Nadelen........................................................................................................................................................ 14
3.3 Neuromarketing en big data .............................................................................................................. 14
Wat is neuromarketing? .............................................................................................................................. 14
Wat is big data? ........................................................................................................................................... 14
Wat is een algoritme? .................................................................................................................................. 14
Is neuromarketing onethisch? ..................................................................................................................... 15
Checklist voor ethisch verantwoorde marketing ......................................................................................... 15
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