Marketingcommunicatie– Jo de Bruyn graduaat marketingsupport
2de jaar Hogent
Inhoudsopgave
Het marketingcommunicatieplan 2
Marcom-effectdoelstellingen 2
AIDA 2
Segmentatie in marketing communicatie 3
Algemeen niveau (persoonsgebonden) 3
Domein specifiek niveau (product gerelateerd) 3
Merk specifiek niveau (merk gerelateerd) 4
voor & achterwaartse segmentatie 4
De insight: doorbreek onveschilligheid 4
Strategische concepten 5
Een sterk concept 5
Het creatief concept 5
Positionering 5
Propositie 5
Soorten strategische boodschappen 6
I informationele positionering (USP) 6
II transformationele positionering (esp) 6
III tweezijdige positionering (I & II samen) (USP + ESP) 6
IV uitvoeringspositionering (USP) 6
keep it simple 7
10 essentiële onderdelen van je communicatieplan 8
Guerilla marketing 9
Direct Marketing 10
Content marketing
11
1
, Het marketingcommunicatieplan (!!!)
Marcom-effectdoelstellingen (exam)
Het KHG model;
ï‚· Kennis
ï‚· Houding
ï‚· Gedrag (doen wat jij wilt dat ze doen)
Elke campagne moet voldoen aan deze 4 kenmerken;
 interaction; ideën, dialoog elementen/ creëren
ï‚· identification; zorg ervoor dat je data kunt verzamelen (e-mail,
adress, nr)
ï‚· integration;
ï‚· imagination
Omgekeerd AIDA voorbeeld
Coca-Cola met uw naam op hun flesjes -> we suck for a good
personalization
De klassieke funnel; uitgebreid
Awareness -> kennis (KGH model) but why?
Consideration -> houding (meer over te weten komen)
Conversion -> gedrag (de aankoop, de abonneren, etc)
2
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