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Samenvatting Operational Marketing
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Samenvatting Operational Marketing 2de jaar () Docent:Wim Haemhouts
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InhoudsopgaveHoofdstuk 1: De Onzekere Klant 3
B2B marketing 3
Kenmerken B2B klant 3
Doelstellingen B2B marketing 3
B2B koopcyclus stadia (Customer Journey model) 4
3 soorten aankopen 4
DMU (Decision Making Unit) 4
Gevolgen van H2H marketing 5
A.I. 5
6 stappen van AI in klantrelatie 5
Gevolgen van AI voor de consument & de klant 6
Ethische gevolgen door AI 6
Impact op flow model 6
Voice technology/marketing 7
Impact op flow model 7
Hoofdstuk 2: Het vertrouwen van de consument 9
Evoluties in vertrouwen 9
B2B marketing/sales 9
NPS 9
Blockchain 9
AI 10
Hoofdstuk 3: Behoeften van de consument 11
3 basisbehoeften B2B 11
4 Elementen die bijdragen aan trust (B2B) 12
Hoofdstuk 4: Customer flow 13
B2B 13
AI 14
Hoofdstuk 5: Waardeaanbod productontwikkeling 15
Cradle-to-cradle (C2C) 15
Experience Marketing 17
Service Design 17
5 Cruciale elementen van service design 17
7 stappenplan service design 18
Productlevenscyclus 19
Innovatiemanagement 20
,Hoofdstuk 6: Waardeaanbod prijsbeleid 21
3 Prijszettingsstrategieën 21
Prijsstrategieën toegepast 21
Prijsstrategieën in Customer Decision Journey 21
Prijsstrategieën tijdens inflatie 22
Hoofdstuk 7: Merken 23
Merksysteem / Brand System 23
5 voorwaarden olympisch minimum 23
Bepalen merkidentiteit 23
Golden circle (what/how/why) 23
Brand Prism 24
Groei van merken 24
Merkenmanagement 24
Hoofdstuk 8: Content 25
Commitment, budget & organisatie 26
Contentdoelen & -doelgroepen 26
Contentstrategie & -tactiek 27
Strategie 27
Tactiek 27
Contentplanning 28
Contentcreatie & -ontwerp 28
6 regels van engagerende content 28
Content & concepten testen 29
Contentpromotie, conversaties & community management 29
Conversie analyse & optimalisatie 30
Hoofdstuk 9: Conversatie 31
COBRA-typologie 31
Influencers 31
Type influencers 31
Proces influencer marketing 32
Customer lifecycle 32
Influencer marketing & content marketing 33
,Hoofdstuk 10: Brand Activation 34
Doelgroepen 34
Generaties: 34
Boodschap 35
Boodschap - doelstelling 35
Hiërarchie effecten modellen (AIDA, Lavidge & Steiner, DAGMAR) 35
Foot Cone Belding matrix (FCB) 37
Boodschap - inhoud 37
Media 39
, Hoofdstuk 1: De Onzekere Klant
B2B marketing
Definitie
B2B (business-to-business): It describes businesses whose customers are other businesses, and
therefore all of their marketing is dedicated to the needs, interests and challenges of customers
who are making purchases on behalf of their organization, rather than for themselves.
Definitie
B2C (business-to-customer): It describes businesses whose customers are individual customers,
rather than professional buyers. Therefore, all of the business’ marketing is dedicated to the
needs, interests and challenges of people in their everyday lives.
⇨ Verschil B2B & B2C = doelgroep & hoe ze met hun doelgroep communiceren
Kenmerken B2B klant:
➢ Aankoop op KT of LT = ROI gedreven: Efficiëntie & expertise ⇒ keuzes o.b.v logisch &
financieel motief (bedrijf € ↗)
➢ Klant wil bijleren: Content ⇒ kritisch & professioneel denken ⇒ geen spijt na aankoop
➢ Klant wil gedetailleerde content: verzorgd door sales & marketing team
➢ Klant beslist als organisatie ≠ als 1 persoon: veel ‘heads’ voor effectief aankoop
➢ Klant heeft langer en complexer beslissingsproces
Doelstellingen B2B marketing:
➢ Increasing awareness of products/services
➢ Showcasing features & benefits of products/services
➢ Generating sales leads & opportunities
➢ Connecting with key decision makers
➢ Demonstrating knowledge & expertise within industry sector
➢ Launching a new product/service
➢ Providing customer service & support
➢ Generating positive recommendations & WOM
➢ Build omnichannel experience & business leverages
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