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Samenvatting Online marketing, de essentie, ISBN: 9789043035101 $6.48
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Samenvatting Online marketing, de essentie, ISBN: 9789043035101

2 reviews
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  • Course
  • Online Marketing 1 - Boek Online Marketing, De Essentie
  • Institution
  • Hogeschool Windesheim (HW)
  • Book
  • Marketing, de essentie

Een samenvatting van de hoofdstukken 1: Inleiding online marketing 2: Trends en ontwikkelingen 3: Persona's opstellen 4: De klantreis 5: Bussinessmodel en online verdienmodellen 6: Online marketingtactieken 7: Zoekmachinemarketing 8: Social media 12: Affiliate marketing 13: Gebruiksvrien...

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Document information

  • No
  • Hoofdstuk 1 t/m 8 en hoofdstuk 12 t/m 15
  • January 21, 2021
  • 31
  • 2020/2021
  • Summary

Subjects

  • online marketing
  • de essentie
  • klantenreis
  • persona opstellen
  • bmc
  • trends en ontwikkelingen
  • online verdienmodellen
  • online marketingtactieken
  • zoekmachinemarketing
  • social media
  • affiliate marketing
  • gebruiksv

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  • Hogeschool Windesheim (HW)
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  • Online Marketing 1 - Boek Online Marketing, De Essentie
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By: henriette1 • 3 year ago

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By: Dannybert • 3 year ago

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Inhoudsopgave
HOOFDSTUK 1 INLEIDING ONLINE MARKETING ............................................................................................... 3
WAT IS ONLINE MARKETING? ..................................................................................................................................... 3
ONLINE MARKETINGVORMEN ..................................................................................................................................... 3
ONLINE VS TRADITIONELE MARKETING ......................................................................................................................... 4
OUTBOUND VS INBOUND MARKETING .......................................................................................................................... 4
ONLINE MARKETINGMIX EN 4 P’S ................................................................................................................................ 5
HOOFDSTUK 2 TRENDS EN ONTWIKKELINGEN ................................................................................................ 6
OVERZICHT ONLINE MARKETINGTRENDS ....................................................................................................................... 6
HOOFDSTUK 3 PERSONA’S OPSTELLEN ............................................................................................................ 8
DE KENMERKEN VAN EEN PERSONA ............................................................................................................................. 8
EEN PERSONA INZETTEN ............................................................................................................................................ 8
HOE STEL IK EEN PERSONA OP? ................................................................................................................................... 8
ONLINE DOELGROEPONDERZOEK ................................................................................................................................. 9
HOOFDSTUK 4 DE KLANTREIS ........................................................................................................................ 11
TOUCHPOINTS EN KANAAL ....................................................................................................................................... 11
VIER FASEN BINNEN EEN KLANTREIS ........................................................................................................................... 11
HOOFDSTUK 5 BUSINESSMODEL EN ONLINE VERDIENMODELLEN ................................................................. 13
BUSINESSMODEL CANVAS ........................................................................................................................................ 13
POPULAIRE VERDIENMODELLEN ................................................................................................................................ 13
Abonnements- of lidmaatschapsmodel ....................................................................................................... 13
Licentiemodel ............................................................................................................................................... 14
Advertisingmodel ......................................................................................................................................... 14
Verbruiksmodel ............................................................................................................................................ 14
Makelaarsmodel of brokeragemodel........................................................................................................... 14
Servicemodel ................................................................................................................................................ 14
Freemiummodel ........................................................................................................................................... 14
Verkoopmodel .............................................................................................................................................. 14
Affiliate marketing ....................................................................................................................................... 14
HOOFDSTUK 6 ONLINE MARKETINGTACTIEKEN ............................................................................................. 15
WAT IS EEN ONLINE MARKETINGTRECHTER? ................................................................................................................ 15
AANDACHT FASE (BEZOEKEN) ................................................................................................................................... 15
ORIËNTATIEFASE (BOEIEN EN BESLISSEN) .................................................................................................................... 15
CONVERSIEFASE (BESTELLEN EN BETALEN)................................................................................................................... 16
RETENTIEFASE (BINDEN).......................................................................................................................................... 16
VEEL VOORKOMENDE PROBLEMEN IN TRECHTER........................................................................................................... 16
HOOFDSTUK 7 ZOEKMACHINEMARKETING ................................................................................................... 17
HOE WERKEN ZOEKMACHINES? ................................................................................................................................ 17
ZOEKMACHINEMARKETING ...................................................................................................................................... 17
VOORDELEN EN UITDAGINGEN VAN ZOEKMACHINEOPTIMALISATIE (SEO) .......................................................................... 17
ZOEKMACHINE ADVERTEREN (SEA) ........................................................................................................................... 18
HOOFDSTUK 8 SOCIAL MEDIA ....................................................................................................................... 20
DE INZET VAN SOCIAL MEDIA .................................................................................................................................... 20
HET 5C MODEL...................................................................................................................................................... 21
SOCIAL MEDIA ADVERTISING..................................................................................................................................... 21
SOCIAL MEDIA MONITORING .................................................................................................................................... 21



1

, PRAKTISCHE SOCIAL MEDIA-AANPAK .......................................................................................................................... 22
KPI’S .................................................................................................................................................................. 22
HOOFDSTUK 12 AFFILIATE MARKETING......................................................................................................... 23
WAT IS AFFILIATE MARKETING? ................................................................................................................................ 23
ALGEMENE VOORDELEN VAN AFFILIATE MARKETING ...................................................................................................... 23
EEN AFFILIATE NETWERK OPZETTEN OF UITBESTEDEN? ................................................................................................... 23
VERSCHILLENDE SOORTEN AFFILIATE WEBSITES ............................................................................................................ 24
HOOFDSTUK 13 GEBRUIKSVRIENDELIJKHEID ................................................................................................. 25
WAT IS GEBRUIKSVRIENDELIJKHEID? .......................................................................................................................... 25
VOORDELEN VAN EEN GOEDE GEBRUIKSVRIENDELIJKHEID ............................................................................................... 25
8 PRINCIPES VAN GEBRUIKSVRIENDELIJKHEID ............................................................................................................... 26
HOOFDSTUK 14 CONVERSIEOPTIMALISATIE .................................................................................................. 27
WAT IS CONVERSIE? ............................................................................................................................................... 27
DE VOORDELEN VAN CONVERSIEOPTIMALISATIE ........................................................................................................... 27
CONVERSIEOPTIMALISATIE TECHNIEKEN ...................................................................................................................... 28
HOOFDSTUK 15 CONTENTMARKETING .......................................................................................................... 30
WAT IS CONTENTMARKETING? ................................................................................................................................. 30
VOORDELEN VAN CONTENT MARKETING ..................................................................................................................... 30
CONTENT MARKETING OPZETTEN IN 4 STAPPEN ........................................................................................................... 30




2

, Hoofdstuk 1 Inleiding online marketing
Voor zowel B2B als B2C is het belangrijk om goed op de hoogte te blijven van de trends en
ontwikkelingen in online marketing.

Wat is online marketing?
Online marketing is een deelproces van marketing. Waarbij organisaties door middel van
internet waarde creëren in de vorm van producten of diensten en deze uitwisselen met
klanten.

Online marketing bestaat uit 4 onderdelen
1. Online marketingdoelen
2. Online marketingvormen
3. Inbound en outbound marketing
4. Online marketingmix

Marketingdoelen
Met online marketing kun je verschillende doelen bereiken zoals:
- Opbouwen van naamsbekendheid
- Verkrijgen van loyale klanten
- Genereren van bezoekers
- Realiseren van verkopen of aanvragen
Online marketing stopt nooit, als je je doelen aan het realiseren bent, bepaal je alvast een
volgend doel.

Er zijn verschillende strategische richtingen
- Marktpenetratie: Internet gebruiken om meer van de bestaande producten in
bestaande markten te verkopen. Voorbeeld: klantloyaliteitsprogramma
- Marktontwikkeling: Internet gebruiken om verkoop te realiseren in nieuwe markten
tegen lage kosten. Voorbeeld: website vertalen in een andere taal (= nieuw soort
klant)
- Productontwikkeling: Internet gebruiken om nieuwe (digitale) producten te
ontwikkelen die via internet te leveren zijn. Voorbeeld: muziekindustrie; Itunes naar
downloads tegen betaling.
- Diversificatie: Internet gebruiken om nieuwe producten te ontwikkelen die in nieuwe
markten te leveren zijn.

Online marketingvormen
Er zijn verschillende soorten marketing vormen
- SEO (Search Engine Optimization) (zie hoofdstuk 7)
- SEA (Search Engine Advertising) (zie hoofdstuk 7)
- Social media (zie hoofdstuk 8)
- Online advertising
- Mobile marketing
- Viral marketing
- Affiliate marketing (zie hoofdstuk 12)
- Usability (zie hoofdstuk 13)



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