Samenvatting Online Marketing de essentie 2e editie
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Course
Online Marketing
Institution
Hanzehogeschool Groningen (Hanze)
Book
Online marketing, de essentie, 2e editie met MyLab NL
Een uitgebreide samenvatting van het boek Online Marketing, de essentie, 2e editie.
In deze samenvatting worden de hoofdstukken: 1,2,3,4,5,6,7,8,9,16 en 19 uitgebreid behandeld, inclusief de belangrijke plaatjes uit het boek.
,Inhoudsopgave
HOOFDSTUK 1. INLEIDING ONLINE MARKETING .............................................................................................. 5
1.1. WAT IS ONLINE MARKETING? .............................................................................................................................. 5
1.2. ONLINE MARKETINGVORMEN .............................................................................................................................. 6
1.3. ONLINE VERSUS TRADITIONELE MARKETING ............................................................................................................ 8
1.4. OUTBOUND VERSUS INBOUD MARKETING .............................................................................................................. 8
1.5. ONLINE MARKETINGMIX EN DE 4 P’S..................................................................................................................... 9
HOOFDSTUK 2. TRENDS EN ONTWIKKELINGEN ............................................................................................. 11
2.1. OVERZICHT ONLINE MARKETINGTRENDS............................................................................................................... 11
2.2. VIDEOADVERTENTIES ....................................................................................................................................... 11
2.3. BIG DATA ...................................................................................................................................................... 11
2.4. GROWTH HACKING .......................................................................................................................................... 12
2.5. AUGEMENTED, VIRTUAL EN MIXED REALITY: DE ULTIEME ERVARING ........................................................................... 12
2.6. WEARABLES................................................................................................................................................... 13
2.7. MARKETING AUTOMATION ............................................................................................................................... 13
2.8. KUNSTMATIGE INTELLIGENTIE ............................................................................................................................ 13
2.9. INTERNET OF THINGS ....................................................................................................................................... 13
2.10. BLOCKCHAIN ................................................................................................................................................ 14
HOOFDSTUK 3. PERSONA’S OPSTELLEN ......................................................................................................... 16
3.1. WAT IS EEN PERSONA? .................................................................................................................................... 16
3.2. KENMERKEN VAN EEN PERSONA ......................................................................................................................... 16
3.3. EEN PERSONA INZETTEN VOOR DE ONLINE MARKETINGAANPAK ................................................................................. 17
3.4. HOE STEL JE EEN PERSONA OP? .......................................................................................................................... 18
3.5. ONLINE DOELGROEPONDERZOEK ........................................................................................................................ 19
3.6. ZOEKWOORDENONDERZOEK.............................................................................................................................. 20
3.7. PERSONA’S INZETTEN IN EEN ONLINE MARKETINGCAMPAGNE ................................................................................... 20
HOOFDSTUK 4. DE KLANTREIS ....................................................................................................................... 22
4.1. WAT IS DE KLANTREIS OF CUSTOMER JOURNEY? .................................................................................................... 22
4.2. VOORDELEN VAN HET IN KAART BRENGEN VAN DE KLANTREIS ................................................................................... 22
4.3. DE RELATIE TUSSEN PERSONA’S EN KLANTREIS ....................................................................................................... 22
4.4. DE VIER FASEN BINNEN DE KLANTREIS .................................................................................................................. 23
4.5. DE KLANTREIS IN KAART BRENGEN ...................................................................................................................... 24
4.6. DE KLANTREIS INZETTEN BINNEN DE ONLINE MARKETINGAANPAK .............................................................................. 27
4.7. KLANTREIS & DATA ......................................................................................................................................... 28
HOOFDSTUK 5. BUSINESSMODEL EN ONLINE VERDIENMODELLEN ................................................................ 30
5.1. WAT IS HET BUSINESS MODEL CANVAS? ............................................................................................................. 30
5.2. POPULAIRE (ONLINE) VERDIENMODELLEN ............................................................................................................ 33
HOOFDSTUK 6. ONLINE MARKETINGTACTIEKEN ............................................................................................ 36
6.1. WAT IS EEN ONLINE MARKETINGTRECHTER? ......................................................................................................... 36
6.2. DE FASEN VAN DE ONLINE MARKETINGTRECHTER ................................................................................................... 37
6.3. DE ONLINE MARKETINGTRECHTER OPTIMALISEREN ................................................................................................. 38
6.4. DE TRECHTER EN DE ONLINE MARKETINGTACTIEKEN ............................................................................................... 39
HOOFDSTUK 7. ZOEKMACHINEMARKETING .................................................................................................. 40
7.1. HOE WERKEN ZOEKMACHINES?.......................................................................................................................... 40
7.2. ZOEKMACHINEMARKETING................................................................................................................................ 40
7.3. VOORDELEN EN UITDAGINGEN VAN ZOEKMACHINEOPTIMALISATIE ............................................................................ 41
7.4. HOE WERKT ZOEKMACHINEOPTIMALISATIE? ......................................................................................................... 42
7.5. ZOEKMACHINEADVERTEREN .............................................................................................................................. 47
7.6. EEN ACCOUNTSTRUCTUUR ................................................................................................................................ 49
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,HOOFDSTUK 8. SOCIAL MEDIA ...................................................................................................................... 50
8.1. WAT ZIJN SOCIAL MEDIA? ................................................................................................................................. 50
8.2. HOE GA JE ALS MARKETEER OM MET SOCIAL MEDIA? .............................................................................................. 50
8.3. VOOR- EN NADELEN VAN SOCIALMEDIAMARKETING ............................................................................................... 50
8.2. INZET VAN SOCIAL MEDIA .................................................................................................................................. 51
8.5. SOCIAL MEDIA ADVERTISING .............................................................................................................................. 54
8.6. INFLUENCERMARKETING ................................................................................................................................... 55
8.7. SOCIALMEDIAMONITORING ............................................................................................................................... 56
8.8. PRAKTISCHE SOCIALMEDIA-AANPAK .................................................................................................................... 57
8.9. METEN IS WETEN: SOCIALMEDIA-ANALYSE ........................................................................................................... 59
HOOFDSTUK 9. DISPLAY & VIDEO ADVERTISING ........................................................................................... 61
9.1. WAT IS DISPLAY ADVERTISING? .......................................................................................................................... 61
9.2. VOOR- EN NADELEN VAN DISPLAY ADVERTISING..................................................................................................... 61
9.3. EMBEDDED FORMATS ...................................................................................................................................... 61
9.4. INTERRUPTIVE FORMATS ................................................................................................................................... 62
9.5. TEKSTLINKS .................................................................................................................................................... 63
9.6. ONLINE VIDEO ADVERTISING.............................................................................................................................. 63
9.7. TARGETING .................................................................................................................................................... 63
9.8. AFREKENMODELLEN VOOR DISPLAY ADVERTISING .................................................................................................. 64
9.9. ONTWIKKELINGEN DISPLAY ADVERTISING ............................................................................................................. 66
HOOFDSTUK 16. E-MAILMARKETING............................................................................................................. 68
16.1. WAT IS E-MAILMARKETING? ........................................................................................................................... 68
16.2. DOELSTELLINGEN VAN E-MAILMARKETING .......................................................................................................... 68
16.3. VOORDELEN VAN E-MAILMARKETING ................................................................................................................ 68
16.4. VORMEN VAN E-MAILMARKETING .................................................................................................................... 69
16.5. WELKE MEETGEGEVENS GEBRUIK JE BIJ E-MAILMARKETING? .................................................................................. 69
16.6. HET CRITICAL-MODEL VOOR E-MAILMARKETING ............................................................................................... 70
16.7. UITDAGINGEN BIJ E-MAILMARKETING ................................................................................................................ 71
16.8. MARKETING AUTOMATION ............................................................................................................................. 73
HOOFDSTUK 19. WEBANALYSE ..................................................................................................................... 75
19.1. WAT HOUDT WEBANALYSE IN? ........................................................................................................................ 75
19.2. DE VOORDELEN VAN STUREN OP WEBANALYSES .................................................................................................. 76
19.3. BELANGRIJKE VERKEERSBRONNEN..................................................................................................................... 76
19.4. BELANGRIJKE GEGEVENS VOOR WEBANALYSE ...................................................................................................... 78
19.5. KPI’S KIEZEN MET DE KPI PIRAMIDE.................................................................................................................. 80
19.6. ONLINE MARKETINGDOELEN BEPALEN ............................................................................................................... 81
19.7. CONVERSIE ANALYSEREN ................................................................................................................................ 81
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