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Samenvatting marketingfacts jaarboek
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Samenvatting van het boek marketingfacts . Hoofdstukken 1 t/m 12 samengevat.
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By: martvisscher • 4 year ago
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Samenvatting marketing facts jaarboek 2019-2020Inhoudsopgave
Hoofdstuk 1 inleiding ...................................................................................................................................... 4
Hoofdstuk 2 marketingstrategie...................................................................................................................... 4
De rol van marketing voordat een markt wordt gekozen ................................................................................... 4
Planningsmodellen ............................................................................................................................................. 5
Waardestrategieën van Treacy en Wiersma ...................................................................................................... 6
Rol van marketing voor de aankoop van een merk ............................................................................................ 6
GEDRAG .............................................................................................................................................................. 9
Media investeringen ......................................................................................................................................... 11
Hoofdstuk 3 analytics.................................................................................................................................... 12
PLAN ................................................................................................................................................................. 13
Do ..................................................................................................................................................................... 13
Analyse ............................................................................................................................................................. 14
Communicatie ................................................................................................................................................... 14
Act..................................................................................................................................................................... 14
Dashboarding ................................................................................................................................................... 14
Hoofdstuk 4: Mobile ..................................................................................................................................... 15
Mobiele innovatie en ontwikkelingen ............................................................................................................... 16
Customer journey wordt Multi screen .............................................................................................................. 16
Mobile maturity model ..................................................................................................................................... 17
App of site gebruiken ........................................................................................................................................ 18
Mobile advertising ............................................................................................................................................ 18
Hoofdstuk 5 ONLINE ADVERTISING ............................................................................................................... 20
De markt van online advertising ....................................................................................................................... 20
Automaten trading ........................................................................................................................................... 21
Awareness ........................................................................................................................................................ 23
Considerationfase ............................................................................................................................................. 24
Purchasefase..................................................................................................................................................... 25
Retentionfase.................................................................................................................................................... 26
Toekomst van online advertising ...................................................................................................................... 26
Hoofdstuk 6: search ...................................................................................................................................... 27
SEO.................................................................................................................................................................... 27
Mobiele SEO...................................................................................................................................................... 29
SEA .................................................................................................................................................................... 29
, Marketingkanalen binnen google ads .............................................................................................................. 30
Hoofdstuk 7: E-mail ...................................................................................................................................... 32
Wetgeving ........................................................................................................................................................ 32
Cijfers van E-mailmarketing.............................................................................................................................. 33
Mobiel gebruik van e-mail ................................................................................................................................ 36
Geavanceerde technieken voor emailmarketing .............................................................................................. 37
Toekomst van emailmarketing ......................................................................................................................... 38
Hoofdstuk 8: Video ....................................................................................................................................... 39
Strategische keuze voor video .......................................................................................................................... 40
Formats: Hou vast coor de kijker ...................................................................................................................... 40
Trends in video en social media ........................................................................................................................ 41
Video advertising .............................................................................................................................................. 41
Kpi’s voor video-advertising.............................................................................................................................. 42
Data driven video.............................................................................................................................................. 42
Toekomst van online video ............................................................................................................................... 42
Hoofdstuk 9 social media .............................................................................................................................. 43
Social media advertising ................................................................................................................................... 43
ROI van Social advertising ................................................................................................................................ 44
Doelstellingen ................................................................................................................................................... 45
De attributie van social media .......................................................................................................................... 45
Toekomst van social media............................................................................................................................... 46
Hoofdstuk 10: PR & content marketing ......................................................................................................... 47
Trends in PR ...................................................................................................................................................... 47
Mediarelaties .................................................................................................................................................... 47
Contentmarketing............................................................................................................................................. 48
Data en online pr .............................................................................................................................................. 50
Toekomst van online pr .................................................................................................................................... 51
Hoofdstuk 11: Customer service.................................................................................................................... 52
Customer experience als hoeksteen van merk en propositie ............................................................................ 52
ROI van customer experience ........................................................................................................................... 53
Technologische ontwikkeling in customer experience ...................................................................................... 57
Hoofdstuk 12: Design .................................................................................................................................... 58
Design in tijden van digitale transformatie ...................................................................................................... 58
Design in producten en diensten ...................................................................................................................... 59
De gebruiker centraal ....................................................................................................................................... 59
Design bij merkbouwen .................................................................................................................................... 60
,Het designproces .............................................................................................................................................. 61
, Hoofdstuk 1 inleiding
Privacy realiteit
Het belang van onze privacy wordt steeds meer gewaarborgd in wetgeving twee Europese
richtlijnen:
- De AVG (algemene verordening gegevensbescherming)
- E-Privacy verordening.
Onder het motto’ ik heb niks te verbergen’ accepteren we massaal cookies. Toch werd het
vertrouwen van de consument geschaad wanneer er duidelijk was hoeveel informatie er
bekend was en werd verkocht (Facebook rel). Uiteindelijk wint de verslaving van de norm en
de principes.
Hoe meer kanalen je gebruikt in de marketingmix, des te succesvoller je bent met je
campagnes.
Public spacen is een nieuw platform wat privacy, transparantie, eigenaarschap en data de
publieke waarden worden. Hiermee willen ze zorgen dat de samenleving niet meer
afhankelijk wordt van FAMGA.
Apple
Microsoft
Amazon
Hoofdstuk 2 marketingstrategie
Centraal stellen van de klant à
Uitgangspunt is dat je zijn wensen behoeften en verlangen kent en bereid bent hierop te
acteren.
Emotioneel wezenà de moderne manier om te kijken naar de eventuele behoefte van de
klant. De mens maakt snelle, vaak onbewuste, beoordelingen en inschattingen van de
verhouding tussen de pijn van de prijs en de winst die dit oplevert in relatie tot zijn wensen
en doelen.
Wanneer je uit gaat van rationele mens mis je de volgende evt. benefits van een bedrijf:
- Functioneel van aard
- Economisch van aard
- Sociaal van aard
- Esthetisch van aard
- Hedonistisch van aard
Je verkoopt geen product, dienst of ideaal maar een ervaring.
De rol van marketing voordat een markt wordt gekozen
Je kan niet alle wensen en behoeften van consumenten vervullen je zult keuzes moeten
maken. Hieruit ontstaat een corporate strategie.
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