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Samenvatting Online marketing hoofdstuk 4 t/m16
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Online marketing samenvatting van Patrick Petersen.
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HANDBOEKONLINE
MARKETING
Hoofdstuk 4 t/m 16
Julia Schouten
, INHOUDSOPGAVE
4 DE EVOLUTIE VAN HET WEB EN DE IMPACT OP DE ONLINE MIX ..................................................................... 6
4.1 HET WW EN HET W3C ................................................................................................................................... 6
4.1.1 Uitvinder Timp Berners-Lee .................................................................................................................. 6
4.1.2 Nog meer richtlijnen ............................................................................................................................. 6
1.1.3 Validatie van programeercode voor een betere vindbaarheid ............................................................. 6
4.2 WEB 1.0: INTERNET ALS ONLINE PRESTATIE ............................................................................................................ 6
4.3 DE GOUDEN INTERNETJAREN 1995-2000 ............................................................................................................. 6
4.4 AFTER THE BOOM’ 2000-2004 ........................................................................................................................... 7
4.4.1 Web 2.0: de opkomst van het bloggen en online bankieren ................................................................. 7
4.4.2 Na 2004: Web 2.0 ................................................................................................................................. 7
4.4.3 Kenmerken van Web 2.0 ....................................................................................................................... 7
4.4.4 Van web 2.0 naar web 3.0 .................................................................................................................... 7
4.4.5 Social networking en communities tijdens Web 2.0 en web 3.0 ........................................................... 7
4.4.6 Kenmerken en de invloed van social media .......................................................................................... 7
4.5 DE OPKOMST VAN CROWDFUNDING, CROWDSOURCING EN INTELLIGENCE ..................................................................... 8
4.5.1 Crowdfunding ....................................................................................................................................... 8
4.5.2 User-generated content ........................................................................................................................ 8
4.5.3 Collaboration en sharing....................................................................................................................... 8
4.6 VISUELE EN TECHNISCHE KENMERKEN VAN WEB 3.0 ................................................................................................. 8
4.7 WEB 3.0? DE TOEKOMST MET HET WEB 4.0 ................................................................................................... 8
4.7.1 Web 4.0: het relevant worden van internet of things ........................................................................... 8
4.7.2 web 4.0: het relevant worden van internet of things............................................................................ 9
4.8 WEB 5.0: ALS MACHINE LEARNING ET IOT TO AL LEIDEN ............................................................................................. 9
4.9 EXPERTCASE STRAEEG, SPREKER HOST EN ONDERNEMER IGOR BEUKER ......................................................................... 9
5 DOELSTELLINGEN, CONVERSIE, 5 R EN DE ONLINE MARKETINGMIX................................................................ 9
5.1 VAN C’S NAAR 10C’S...................................................................................................................................... 9
5.2 VAN DOELEN NAAR MEETBARE DOELSTELLINGEN ...................................................................................... 10
5.2.1 MET SMART VAN EEN DOEL EEN DOELSTELLING MAKEN ................................................................... 10
5.2.2 DE AFGELEIDE DOELSTELLINGEN......................................................................................................... 10
5.2.3 DE GEKWANTIFCEERDE ONLINE DOELSTELLINGEN ............................................................................. 10
5.2.4 OVERZICHT VAN ONLINE MEDIABESTEDINGEN ................................................................................... 11
5.3.1 DE WEBSITE ZELF EN HET ICT-MODEL IN DE ONLINE MARKETINGMIX................................................ 11
5.3.2 VIRALE MARKETING IN DE ONLINE MARKETINGMIX ........................................................................... 11
5.3.3 CONTENTMARKETING EN ENGAGEMENT IN DE ONLINEMARKETINGMIX ........................................... 12
5.3.4 E-MAILMARKETING IN DE ONLINE MARKETINGMIX ............................................................................ 12
5.3.5 ZOEKMACHINEMARKETING DE ONLINE MARKETINGMIX.................................................................... 12
5.3.6 MICROSITE IN DE ONLINEMARKETINGMIX .......................................................................................... 12
5.3.7 SOCIALE MEDIA, INFLUENCERS EN BLOGGING .................................................................................... 12
5.3.8 DIGITAL ADVERTISING IN DE ONLINE MARKETINGMIX........................................................................ 12
5.4.3 VAN CUSTOMER JOURNEY NAAR DISCOVER- ENGAGE ........................................................................ 12
5.4.4 CONVERSIEDOELEN EN HET CONVERSIEPROCES ................................................................................. 13
5.5 HET 5R-MODEL VAN SUCCES .................................................................................................................. 13
6 ICT-MODEL, WEBOPTIMALISATIE, LEAD NURTURING EN INBOUD................................................................. 14
6.1 HET ICT-MODEL EN DE COMPONENTEN ............................................. 146.1.1 DE I VAN INFORMATIE UIT HET ICT-MODEL
......................................................................................................................................................................... 14
6.1.2 De c van communicatie uit het ICT-model .......................................................................................... 14
6.1.3 De t van transactie uit het ICT-model ................................................................................................. 14
Pagina 1 van 49
, 6.1.4 De verhouding van het model ............................................................................................................. 14
6.2 DE USABILITY VAN HET WEB ............................................................................................................................... 15
6.2.1 Wat is usability voor het web?............................................................................................................ 15
6.2.2 De componenten van usability............................................................................................................ 15
6.2.4 De hoopaspecten van usability voor het web ..................................................................................... 15
6.2.5 Usability en weboptimalisatie: do’s en don’ts .................................................................................... 16
6.3 ACCESABILITY EN ONTWERPEN VOOR PERSONA’S ................................................................................................... 16
6.3.1 Het nederlandse waarmerk drempelvrij.nl ......................................................................................... 16
6.3.2 Keirsey’s iNutïtieve toegang voor elk type .......................................................................................... 16
6.3.3 Het sex and the city model van types ................................................................................................. 16
6.4 INTERACTION DESIGN IS WAAR DIGITAAL MENSELIJK WORDT ..................................................................................... 16
6.4.1 Van interaction design naar online persuasion .................................................................................. 17
6.4.2 van interaction design naar lead generatie via de call-to-action ....................................................... 17
6.5 WEBOPTIMALISATIE, CONSUMER JOURNEY E LEAD NURTURING ................................................................................ 17
6.5.1 Lead nurting en klantprofielen............................................................................................................ 17
6.5.2 De customer journey, funnel en inbound marketing........................................................................... 18
6.5.3 een lead nurturing campagne opstellen ............................................................................................. 18
6.5.4 Lead nurting in de praktijk .................................................................................................................. 18
6.6 HET 5R MODEL, ICT MODEL EN EIGEN WEBSITE .................................................................................................... 18
6.7 EXPERTCASE MET PROF. DR. COR MOLENAAR OVER DISRUPTRETAIL EN HET OVERLEVEN IN HET DIGITALE TIJDPERK.............. 18
7 VIRALE MARKETING EN ONLINE ENGAGEMENT ........................................................................................... 19
7.1 VIRALE MARKETING: BUZZEN,HYPEN EN FLUISTEREN ............................................................................................... 19
7.1.1 Virale marketing creëert verdiende aandacht in de onlinemix ........................................................... 19
7.1.2 Reden om virale marketing in te zetten .............................................................................................. 19
7.2 VIRALE MARKETING EN EMOTIONELE ENGAGEMENT ................................................................................................ 19
7.2.1 Het versterken van online engagement .............................................................................................. 20
7.2.2 Social influencers en brand ambassadors ........................................................................................... 20
7.2.3 De connected customer: Engage or die! ............................................................................................. 20
7.3 HET E-MODEL: VOORWAARDEN VIRALE MARKETINGCAMPAGNE ................................................................................ 21
7.3.1 de 8 E’s van het e-model ..................................................................................................................... 21
7.4 DE VORMEN VAN VIRALE MARKETING .................................................................................................................. 21
7.4.1 Doelstellingen van virale marketing en de flow van virale marketing ................................................ 22
7.4.2 het virale concept tactisch inzetten .................................................................................................... 22
7.5 DE TIEN DO’S VAN VIRALE MARKETINGCAMPAGNES ................................................................................................ 22
7.5.1 De tien dont’s van virale marketingcampagnes ................................................................................. 22
7.6 PLAN VAN AANPAK ........................................................................................................................................... 22
7.6.1 Het seeden- of zaaien van een viraal .................................................................................................. 23
7.7 HET 5R-MODEL EN VIRALE MARKETING................................................................................................................ 23
7.8 EXPERTCASE MET MISCHA COSTER MA MC, MEDIAPSCYHOLOOG VOOR GREY MATTERS ................................................. 23
8 CONTENTMARKETING, STORYTELLING EN ENGAGING CONTENT ............................................................... 23
8.1 HET NUT VAN CONTENT MARKETING IN DE MIX ...................................................................................................... 23
8.1.1 de soorten content: curated, branded en usergenerated ................................................................... 24
8.2 DE RANDVOORWAARDEN: DE SOCIAL BUSINESS DIE INSPIREERT ................................................................................. 24
8.2.1 social brands, likeability en engaging content .................................................................................... 24
8.3 HET DOEL EN HET STAPPENPLAN VAN CONTENTSTRATEGIE ........................................................................................ 24
8.3.1 de hoofdoelen van contentmarketing................................................................................................. 25
8.3.2 de randvoorwaarden aan de content- en channelmix ........................................................................ 25
8.4 HET 6C-MODEL OM DE STRATEGIE EN MIX UIT TE WERKEN ....................................................................................... 25
8.4.1 uitleg van het 6c-model ...................................................................................................................... 25
8.5 BOEIEN EN BINDEN MET STORYTELLING ................................................................................................................ 26
8.5.1 tone-of-voice van de content .............................................................................................................. 26
8.5.2 veelgebruikte contentformats ............................................................................................................ 26
Pagina 2 van 49
, 8.5.3 de creatie van content engagement ................................................................................................... 26
8.5.4 snackcontent wordt snel begrepen ..................................................................................................... 26
8.5.5 onderzoek en statistieken ................................................................................................................... 26
8.5.6 recensies ............................................................................................................................................. 26
8.5.7 how-to’s (met tips).............................................................................................................................. 26
8.5.8 overzichten of (top)lijsten ................................................................................................................... 27
8.5.9 een soundbite ..................................................................................................................................... 27
8.4.10 interviews en vlog met experts of BN’ers.......................................................................................... 27
8.4.11 de meme of de inhaker ..................................................................................................................... 27
8.4.12 case(studie)s ..................................................................................................................................... 27
8.4.13 infograpics ........................................................................................................................................ 27
8.6 HET 5R-MODEL EN DE CONTENTSTRATEGIE ........................................................................................................... 27
8.7 EXPERTCASE MET RENÉ BOONSTRA OVER TRANSMEDIALE STORYTELLING PLUS CASE INHOLLAND ....................................... 27
8.7.1 case: creative business we are, hogeschool inholland ........................................................................ 27
9 E-MAILMARKETING .................................................................................................................................... 28
9.1 DE WETGEVING EN E-MAILMARKETING ................................................................................................................. 28
9.1.1 Redenen om e-mailmarketing in te zetten.......................................................................................... 29
9.1.2 E-mailmarketing in de online marketingmix ....................................................................................... 29
9.2 HET METEN VAN HET RESULTAAT VAN E-MAILMARKETING ........................................................................................ 29
9.2.1 alle mailrates op een rijtje .................................................................................................................. 29
9.2.2 nog meer opvallende feiten en het consumentengedrag ................................................................... 29
9.3 BIG DATA EN DE ONDERDELEN VAN E-MAILMARKETING ............................................................................................ 30
9.3.1 doelen van e-mailmarketing ............................................................................................................... 30
9.3.2 Het kwantificeren van doelstellingen ................................................................................................. 30
9.4 DE VORMEN VAN E-MAILMARKETING .................................................................................................................. 30
9.4.1 de buzz als vorm van e-mailmarketing ............................................................................................... 30
9.4.2 De retentie als vorm van e-mailmarketing ......................................................................................... 30
9.4.3 De nieuwsbrief als vorm van e-mailmarketing ................................................................................... 30
9.4.4 De acquisitiemailing............................................................................................................................ 30
9.4.5 de virale mail ...................................................................................................................................... 31
9.4.6 De vragenlijst ...................................................................................................................................... 31
9.5 DE TIEN SUCCESFACTOREN VAN E-MAILMARKETING ................................................................................................ 31
9.6 HET 5R-MODEL EN DE E-MAILRATING................................................................................................................... 31
9.7 E-MAIL EN MULTICHANNEL: MAANDELIJKS 600 AANMELDINGEN VOOR ATKINS LOW CARB DIEET ...................................... 31
10 ZOEKMACHINEMARKETING SEO, SEA EN SEP .......................................................................................... 31
10.2 SEARCH ENGINE OPTIMALISATION (SEO) EN INDEXERING ...................................................................................... 32
10.2.1 een straf voor te veel SEO ................................................................................................................. 32
10.2.2 de marktaandelen van de zoekmachines.......................................................................................... 32
10.2.3 hoofdregels voor search engine Optimalisation (SEO)...................................................................... 32
10.2.4 Search engine Optimalisation en consumentengedrag .................................................................... 32
10.2.5 MOZ en de autoriteit ........................................................................................................................ 32
10.2.6 het belang van social search ............................................................................................................. 33
10.3 gratis SEO-advies door google ............................................................................................................. 33
10.3.1 meer zoekanalyses en hulpprogramma’s ......................................................................................... 33
10.4 DE DO’S VAN SEO ......................................................................................................................................... 33
10.4.1 De structuur voor een snelle indexering ........................................................................................... 33
10.4.2 de don’ts van SEO ............................................................................................................................. 34
10.5 SEARCH ENGINE ADVERTISNG ........................................................................................................................... 34
10.5.1 De kwaliteitsscore van SEA ............................................................................................................... 34
10.5.2 redenen om search engine advertising in te zetten .......................................................................... 34
10.5.3 Do’s voor SEA .................................................................................................................................... 34
10.5.4 Dont’s voor de optimalisatie van search engine advertising ............................................................ 34
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