Digital Marketing Strategy (FDMCI/M/CB3_3000MS0818)
Institution
Hogeschool Van Amsterdam (HvA)
Dit document bevat een samenvatting van de aantekeningen van de kennisclips en colleges een samenvatting van de readerstof (H8 wordt nog toegevoegd) van het vak Digital Marketing Strategy. Dit vak wordt gegeven tijdens de specialisatie Digitale Mediastrategieën in jaar 3 van de studie Creative B...
Digital Marketing Strategy (FDMCI/M/CB3_3000MS0818)
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DIGITAL MARKETING
STRATEGY
Samenvatting
Creative Business
Jaar 3
,Inhoud
Inleiding ................................................................................................................................................... 5
Vijf golven van disruptie ....................................................................................................................... 5
Waarom bol.com het beste marketingbedrijf van Nederland is ....................................................... 5
Leeswijzer ................................................................................................................................................ 6
Hoofdstuk 1. Interne analyse ................................................................................................................... 7
1.1 Organisatie ..................................................................................................................................... 7
The Digital Maturity Model 4.0 - Forrester........................................................................................ 8
1.2 Media ........................................................................................................................................... 10
What is Earned, Owned & Paid Media? The Difference Explained ............................................... 10
1.3 Marketinginspanningen ................................................................................................................ 11
1.4 Klantanalyse ................................................................................................................................ 11
The challenge of customer engagement ........................................................................................ 12
Customer journey ............................................................................................................................... 17
1.2 Klantloyaliteit en klanttevredenheid.......................................................................................... 17
1.6 De reis van de klant.................................................................................................................. 18
1.7 De customer journey als methodiek ......................................................................................... 18
1.8 Soorten customer journeys ...................................................................................................... 19
1.9 Opbouw van de customer journey ........................................................................................... 19
Aantekeningen bij Hoofdstuk 1 .......................................................................................................... 20
Hoofdstuk 2. Doelgroepanalyse ............................................................................................................ 21
Digitaal zoekgedrag ........................................................................................................................... 21
Congnitief zoekgedrag ................................................................................................................... 22
Affectief zoekgedrag....................................................................................................................... 22
Conatief zoekgedrag ...................................................................................................................... 22
Aankoopgedrag .................................................................................................................................. 23
Socialmediagedrag ............................................................................................................................ 24
Merkinvloed op eWoM via social media netwerken ....................................................................... 24
Introducing COBRAs ...................................................................................................................... 27
Hoofdstuk 3. Concurrentieanalyse ........................................................................................................ 29
Scoren met SEO: kijk af bij je concurrenten [5 handige tips] ............................................................. 30
Aantekeningen Concurrentie ............................................................................................................. 32
Hoofdstuk 4. Omgevingsanalyse (Externe) ........................................................................................... 33
DESTEP-analyse van de digitale omgeving ...................................................................................... 34
Deze 25 tech-trends leiden de digitale transformatie ..................................................................... 35
Vijfkrachtenmodel Porter .................................................................................................................... 36
Porters five forces .......................................................................................................................... 37
Hoofdstuk 5. Strategische opties ........................................................................................................... 41
5.1 Ansoff groeimatrix ........................................................................................................................ 41
Beslissing 1. Markt- en productontwikkelingsstrategieën .............................................................. 42
, 5.2 Waardepropositie – waarin ga je uitblinken? ............................................................................... 44
Vijf strategieën van waardepropositie op het internet .................................................................... 44
5.3 Businessmodellen ........................................................................................................................ 46
The 4C Internet business model typology ...................................................................................... 47
5.4 Verdienmodellen .......................................................................................................................... 48
5.5 Devices als groeioptie .................................................................................................................. 49
Aantekeningen - Drivers voor mobiel gebruik ................................................................................ 49
5.6 De strategische marketingmix...................................................................................................... 50
De vier marketing C’s in digitale context ........................................................................................ 50
Hoofdstuk 6. Product ............................................................................................................................. 54
Hoofdstuk 8. Product in de digitale omgeving; consumer needs & wants ......................................... 55
Aantekeningen - Digitale kansen bij productontwikkeling .............................................................. 56
8.1.2 (Un)bundling van producten en diensten; de invloed van internet ........................................ 57
Productontwikkeling, adoptie en diffusie ............................................................................................ 57
How to use Crowdsourcing in Your Digital Marketing Strategy ..................................................... 58
6 Speed of new product diffusion ................................................................................................... 60
Merkbeleid.......................................................................................................................................... 61
Brand Equity Management in a Multichannel, Multimedia Retail Environment ............................. 61
Hoofdstuk 7. Prijs .................................................................................................................................. 65
Integrative Pricing via the Pricing Wheel ........................................................................................... 66
Consumentenprijzen .......................................................................................................................... 74
Advertentieprijzen .............................................................................................................................. 75
Snapchat’s low-end theory ............................................................................................................. 76
Hoofdstuk 8 Promotie/marketingcommunicatie ..................................................................................... 78
SEM (Search Engine Marketing) ....................................................................................................... 78
Search ............................................................................................................................................ 79
Affiliate marketing .............................................................................................................................. 88
Wat is affiliate marketing? De volledige uitleg voor 2020! ............................................................. 89
Social media....................................................................................................................................... 90
Blogs & Viral marketing ...................................................................................................................... 90
Hoofdstuk 14. Communiceren via sociale media ........................................................................... 90
Aantekeningen Hoofdstuk 9 ............................................................................................................... 97
Hoofdstuk 9. Plaats ............................................................................................................................. 102
Kanaalconflicten ............................................................................................................................... 103
Dropshipping .................................................................................................................................... 104
Aantekeningen Plaats ...................................................................................................................... 104
Hoofdstuk 10. Het strategische digitale marketingplan ....................................................................... 105
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