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Samenvatting econ h 4/6
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samenvatting van het boek handboek e-commerce
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HANDBOEK E-COMMERE
Hoofdstuk 4 t/m 6
Julia Schouten
, INHOUDSOPGAVE
4 C’s: Consument, Channels, Conversie en Commerce ......................................................... 3
4.1 De impact van consumentengedrag ....................................................................................... 3
4.1.1 Persuasion en consumentengedrag van hoge impact .......................................................................... 3
4.2 de C van Commerce gelinkt aan de Customer Life Cycle van de Customer Journey ................. 4
4.2.1 De C van Commerce en de stappen van de Customer Journey Mapping ............................................. 5
4.2.2 De C van de Commerce en de uitwerking van de Customer Journey Mapping .................................... 6
4.2.3 EXPERTCASE-klantloyaliteit met Egbert Jan van Bel ............................................................................. 6
4.3 De C van Channels.................................................................................................................. 7
4.4 De C van Conversie ................................................................................................................ 8
4.4.1 Conversie: REAN en de onderdelen van de reis .................................................................................... 9
4.4.2 conversie: Het onderdeel REACH van REAN.......................................................................................... 9
4.4.3 Conversie: Het onderdeel Engage van REAN ........................................................................................ 9
4.4.4 Conversie: Het onderdeel Activate van REAN ....................................................................................... 9
4.4.5 Conversie: het onderdeel Nuture van REAN ....................................................................................... 10
4.5 EXPERTCASE Interview met Hendrik-Jan Staal van Soanoma/nu.nl ...................................... 10
Vragen ....................................................................................................................................... 10
5 e-commerce marketing: de online marketingmix ........................................................... 10
5.1 E-commerce marketing ........................................................................................................ 10
5.1.1 Overzicht van de online marketingmiddelen ...................................................................................... 11
5.1.2 De online marketingmix en de online mediabestedingen .................................................................. 11
5.2 De online marketingmix van middelen: ICT-model ............................................................... 11
5.3 De online marketingmix van middelen: zoekmachine marketing (SEM, SEO, SEA en SEP) ..... 12
5.4 De online marketingmix van middelen: sociale mediakanalen, virale en content marketing. 12
5.5 de online marketingmix van middelen: E-marketing ............................................................ 13
5.6 De onlinemarketingmix van middelen: Digital advertising .................................................... 14
5.7 EXPERTCASE Interview met Alexander van Slooten .............................................................. 14
Vragen ....................................................................................................................................... 14
6 De stappen van het E-commerce Strategie Plan (eCSP) .................................................. 14
6.01 De marktplaats en de noodzaak van waardecreatie ........................................................... 15
6.02 De globale stappen en transitie .......................................................................................... 16
6.03 Stap 0: Een HPO stelt voorwaarden .................................................................................... 16
6.1 Stap 1: De interne en externe analyse .................................................................................. 17
6.2 Stap 2: De doelgroep en persona ......................................................................................... 17
6.3 Stap 4: De analyse van de klantreis ...................................................................................... 17
6.4 Stap 4: De doelen en KPI’s .................................................................................................... 17
6.5 Stap 5: De implementatie: De E-commerce mix van 20P’s en 4’cs ......................................... 18
6.6 Stap 6: van doel, mix van middelen naar campagne ............................................................. 18
Pagina 1 van 18
, 6.7 Stap 7: De implementatie: De E-commerce online marketingmix ......................................... 18
6.8 Stap 8 De planning en het budget ........................................................................................ 18
6.9 stap 0: De evaluatie ............................................................................................................. 18
6.10 De EXPERTCASE Prof.dr. Cor Molenaar over de platformstrategie ...................................... 18
6.11 De Expertcase Martijn arets over de macht van platformen ............................................... 18
Pagina 2 van 18
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