Samenvatting Basisboek Online Marketing Alle Hoofdstukken
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Course
Marketing
Institution
Hogeschool InHolland (InHolland)
Book
Basisboek online marketing
Samenvatting van het hele boek. Inclusief belangrijke illustraties en begrippen. Een document vol informatie per hoofdstuk als opfrisser voor je tentamen.
,Inhoud
Hoofdstuk 1 Online marketing ................................................................................................................ 5
Paragraaf 1.1 Definitie van online marketing...................................................................................... 5
Paragraaf 1.2 Online marketing in relatie tot traditionele marketing ................................................. 5
Paragraaf 1.3 Online marketing en de marketingmix ......................................................................... 6
Paragraaf 1.4 Online marketing in relatie tot bedrijfsprocessen ........................................................ 7
Paragraaf 1.5 Ontwikkeling van online marketing .............................................................................. 7
Paragraaf 1.6 Twee belangrijke modellen voor online marketingcommunicatie ................................ 8
Hoofdstuk 2 Strategie en businessmodellen .......................................................................................... 9
Paragraaf 2.1 Online marketing en strategie ...................................................................................... 9
Paragraaf 2.2 Marketingstrategie ....................................................................................................... 9
Paragraaf 2.3 Het businessmodel ..................................................................................................... 10
Hoofdstuk 3 Market sensing ................................................................................................................. 11
Paragraaf 3.1 Internetgebruik........................................................................................................... 11
Paragraaf 3.2 Online winkelgedrag ................................................................................................... 11
Paragraaf 3.3 Online koopproces en de online marketingfunnel ...................................................... 12
Paragraaf 3.4 Gebruik van social media ............................................................................................ 14
Paragraaf 3.5 Online marktonderzoek .............................................................................................. 15
Paragraaf 3.6 Big data en customer insights ..................................................................................... 17
Paragraaf 3.7 Relevante trends voor online marketing ..................................................................... 18
Hoofdstuk 4 Productrealisatie .............................................................................................................. 19
Paragraaf 4.1 Klantwaarde is het doel van het productrealisatieproces ........................................... 19
Paragraaf 4.2 Cocreatie .................................................................................................................... 19
Paragraaf 4.3 Productontwikkeling, mass collaboration en crowdsourcing ...................................... 20
Paragraaf 4.4 Ontwikkelen en inrichten van online producten ......................................................... 21
Paragraaf 4.5 Productverbetering..................................................................................................... 23
Hoofdstuk 5 Klantacquisitie: online merkcommunicatie ...................................................................... 25
Paragraaf 5.1 Online marketingcommunicatie: de basis ................................................................... 25
Paragraaf 5.2 Rol van online marketingcommunicatie in merkmanagement ................................... 26
Paragraaf 5.3 Rol van social media binnen online branding ............................................................. 27
Paragraaf 5.4 Contentmarketing ....................................................................................................... 29
Paragraaf 5.5 Mobiel communiceren ............................................................................................... 29
Hoofdstuk 6 Klantacquisitie: bezoekers werven via eigen of verdiende kanalen .................................. 31
Paragraaf 6.1 Bezoekers werven voor online communicatie- en verkoopkanalen ............................ 31
Paragraaf 6.2 Zoekmachinemarketing .............................................................................................. 31
Paragraaf 6.3 Linkbuilding ................................................................................................................ 33
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, Paragraaf 6.4 Inzet van socialmediakanalen ..................................................................................... 34
Paragraaf 6.5 E-mailmarketing ......................................................................................................... 34
Paragraaf 6.6 Marketing automation ................................................................................................ 36
Hoofdstuk 7 Klantacquisitie: bezoekers werven via betaalde kanalen ................................................. 37
Paragraaf 7.1 Online marketingcommunicatie via betaalde kanalen ................................................ 37
Paragraaf 7.2 Zoekmachineadverteren ............................................................................................. 37
Paragraaf 7.3 Display advertising ...................................................................................................... 38
Paragraaf 7.4 Adverteren op sociale netwerken ............................................................................... 40
Paragraaf 7.5 Affiliate marketing ...................................................................................................... 40
Paragraaf 7.6 Adverteren met online games .................................................................................... 41
Hoofdstuk 8 Klantacquisitie: verkoop en prijsbepaling ......................................................................... 42
Paragraaf 8.1 Kiezen van online verkoopkanalen.............................................................................. 42
Paragraaf 8.2 Online verkoop via webshops en apps ....................................................................... 42
Paragraaf 8.3 Online koopadvies ...................................................................................................... 43
Paragraaf 8.4 Online prijsbepaling .................................................................................................... 44
Hoofdstuk 9 Orderafhandeling ............................................................................................................. 47
Paragraaf 9.1 Keuze van distributiekanalen ...................................................................................... 47
Paragraaf 9.2 Betalen ....................................................................................................................... 48
Paragraaf 9.3 Deelprocessen van orderafhandeling ......................................................................... 52
Paragraaf 9.4 Online service ............................................................................................................. 53
Hoofdstuk 10 Customer relationship management .............................................................................. 55
Paragraaf 10.1 Online customer relationship management ............................................................. 55
Paragraaf 10.2 Werken met klantgroepen ........................................................................................ 58
Paragraaf 10.3 Klanttevredenheid en loyaliteit stimuleren .............................................................. 59
Paragraaf 10.4 Verhogen van klantwaarde ....................................................................................... 60
Paragraaf 10.5 Individuele waardeproposities ................................................................................. 62
Paragraaf 10.6 Social CRM ................................................................................................................ 63
Hoofdstuk 11 Effectieve websites en apps ontwerpen ......................................................................... 64
Paragraaf 11.1 Effectiviteit van websites en apps ............................................................................. 64
Paragraaf 11.2 Beïnvloeden van de bezoeker ................................................................................... 65
Paragraaf 11.3 Website-usability ...................................................................................................... 65
Paragraaf 11.4 Webcontent en webtekst ......................................................................................... 66
Paragraaf 11.5 Interactie en conversie ............................................................................................. 68
Paragraaf 11.6 Effectieve landingspagina’s ....................................................................................... 70
Paragraaf 11.7 Zoekmachineoptimalisatie (SEO) .............................................................................. 71
Paragraaf 11.8 Het ontwikkelen van een effectieve app ................................................................... 72
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, Hoofdstuk 12 Digital analytics .............................................................................................................. 74
Paragraaf 12.1 Digital analytics: definitie en uitgangspunten ........................................................... 74
Paragraaf 12.2 De online marketingfunnel vertaald in prestatie-indicatoren ................................... 74
Paragraaf 12.3 Verschillende verkeersbronnen binnen digital analytics ........................................... 76
Paragraaf 12.4 Het ABC-model: de online marketingfunnel ............................................................. 78
Paragraaf 12.5 Herkennen van de fase waarin de bezoeker zit ........................................................ 79
Paragraaf 12.6 Socialmediametrics .................................................................................................. 79
Paragraaf 12.7 Digital analytics in de organisatie ............................................................................. 80
Hoofdstuk 13 Planning en organisatie .................................................................................................. 81
Paragraaf 13.1 Organiseren van online marketingactiviteiten .......................................................... 81
Paragraaf 13.2 Online marketingplan ............................................................................................... 82
Paragraaf 13.3 Projectmanagement ................................................................................................. 82
Paragraaf 13.4 Beveiliging tegen cybercrime .................................................................................... 85
Paragraaf 13.5 Juridische aspecten van online marketing ................................................................ 85
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