Deze samenvatting is gebaseerd op alle lessen, powerpoints, lesopnames en zelfstudiepaketten van strat egie verkort traject aan de Arteveldehogeschool. Er zijn 193 pagina's
,INHOUD
1: De rol van communicatie in een organisatie ............................................................................................... 5
1.1 Het vakgebied van communicatie vs. onze opleiding ........................................................................... 5
1.2 Met wie communiceren we?................................................................................................................. 9
1.3 Via welke media communiceren we?.................................................................................................. 13
2: Van organisatiebeleid naar positionering en marketingcommunicatie ................................................... 18
2.1 De corporate identiteit van organisaties bepaalt waar merken naartoe gaan ................................... 18
A) Corporate niveau ........................................................................................................................ 20
B) Marketingniveau ......................................................................................................................... 22
C) Communicatieniveau .................................................................................................................. 24
2.2 Waar ligt jouw verantwoordelijkheid als communicatieprofessional? ............................................... 27
2.3 Marketingcommunicatie en de customer journey.............................................................................. 27
2.4 Communicatie in niet-commerciële organisaties................................................................................ 30
2.4.1 Social profit................................................................................................................................... 30
3: De verschillende zoekintenties in verschillende fases en gevolgen voor communicatie.......................... 33
3.1 Inleiding, wat is het en kan je digitale marketing voor elk merk inzetten? (heeft elk merk digitale
marketing nodig?) ..................................................................................................................................... 33
3.2 Latente versus actieve behoeftes........................................................................................................ 39
3.3 Latente behoeftes activeren via advertising ....................................................................................... 41
3.4 Latente behoeftes activeren en interesse creëren via search ............................................................ 42
3.5 De verschillende search intenties (zoekintenties) en bijhorende bestemmingspagina’s ................... 43
3.6 De consument van 2025 ...................................................................................................................... 48
3.7 Afhankelijk van type product en betrokkenheid ................................................................................. 51
4: SEE – acquisitie via Google ads en search ................................................................................................. 60
4.1 Google search (organic) ..................................................................................................................... 62
4.2 Google search ads (paid) .................................................................................................................... 67
4.3 Alle vormen van Google ads ................................................................................................................ 77
4.4 Google Display en video ..................................................................................................................... 79
,5: Acquisitie via social search en social ads................................................................................................... 87
5.1 Social SEO (organic) ........................................................................................................................... 87
5.2 Social advertising (paid)..................................................................................................................... 89
6.3 Contentmarketing voor hogere betrokkenheid............................................................................. 111
6.4 Lead generation ................................................................................................................................ 117
6.5 Lead nurturing – e-mailmarketing (in de THINK fase) ....................................................................... 118
6.4 Personalisatie, retargeting en remarketing (ZELFSTUDIE) ................................................................ 124
7: Converteren met UX websites en user centered flow ............................................................................ 127
7.1 Algemeen principe: user centered ................................................................................................ 127
7.2 Functioneert je website goed? ...................................................................................................... 130
7.3 Is je website toegankelijk?............................................................................................................... 132
7.4 Is je website gebruiksvriendelijk? .................................................................................................... 133
7.5 Is je website overtuigend? ................................................................................................................ 137
7.6 Maakt je website gebruik van psychologische technieken? ............................................................. 138
7.7 Retentiemarketing (zelfstudie) = care fase ....................................................................................... 142
14.4 Onderzoeksdoel en onderzoeksvraag ............................................................................................. 192
14.5 Desk research en referenties .......................................................................................................... 193
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