Dit document is een samenvatting van het vak Digital Marketing Advanced en bevat eigen notities en info van slides uit de lessen van Leen Artoos, Lieven Dewitte en BeBold.
INFO OVER HET EXAMEN .............................................................................................................. 4
Hoofdstuk 1: E-commerce............................................................................................................. 5
1.1. Status e-commerce in België ........................................................................................................ 5
1.2. Export ........................................................................................................................................... 6
1.3. Kanaal ........................................................................................................................................... 6
1.4. Start to webshop .......................................................................................................................... 7
De ideale webshop .......................................................................................................................... 7
Webshop in 8 stappen..................................................................................................................... 8
1.5. Duurzaamheid inbouwen ........................................................................................................... 18
1.6. Internationaal gaan? .................................................................................................................. 19
1.6.1. De belangrijkste weetjes ..................................................................................................... 19
Hoofdstuk 2: Marktplaatsen ....................................................................................................... 21
2.1. Wat is een marktplaats? ............................................................................................................. 21
2.1.1. Voordelen van een marktplaats .......................................................................................... 21
2.1.2. Nadelen van een marktplaats ............................................................................................. 22
2.1.3. Samenvatting ....................................................................................................................... 22
2.1.4. Marktplaatsen zijn hot ........................................................................................................ 23
2.2. Soorten marktplaatsen ............................................................................................................... 24
2.2.1. B2C, B2B, C2C? Producten of diensten ............................................................................... 25
2.3. Hoe werkt een marktplaats? ...................................................................................................... 25
2.4. To marketplace or not to marketplace....................................................................................... 25
2.4.1. Past een marktplaats bij mijn product? .............................................................................. 25
2.4.2. Welk businessmodel kies ik? ............................................................................................... 26
2.4.3. Logistiek ............................................................................................................................... 26
2.4.4. Kost / opbrengst? ................................................................................................................ 27
2.4.5. zichtbaarheid ....................................................................................................................... 27
2.5. Integratie en automatisatie ........................................................................................................ 29
2.6. Dropshipping .............................................................................................................................. 30
Hoofdstuk 3: Analytics ................................................................................................................ 32
3.1. Web analytics – een korte geschiedenis .................................................................................... 32
3.1.1. Hyper tekst markup language ............................................................................................. 32
3.1.2. Tijdlijn – geschiedenis.......................................................................................................... 32
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3.1.3. Web analytics mrktleiders ................................................................................................... 34
3.1.4. Rapportering versus Analyse ............................................................................................... 34
3.1.5. Webanalytics in vier stappen .............................................................................................. 35
3.2. Analytics terminologie ................................................................................................................ 35
3.2.1. Gebeurtenissen ................................................................................................................... 36
3.3. Soorten verkeer .......................................................................................................................... 39
3.4. Vaak voorkomende miserstanden ............................................................................................. 40
3.5. Populaire analytics paketten ...................................................................................................... 41
3.6. Analytics en AI ............................................................................................................................ 42
3.7. MS Clarity, Google Search Console, Google Trends, Google Ads ............................................... 43
3.7.1. UTM tags (URL-tagging) ....................................................................................................... 43
3.7.2. Heatmaps (kwalitatieve analyse) ........................................................................................ 44
3.7.3. MS Clarity Demo .................................................................................................................. 46
3.7.4. Google Search Console ........................................................................................................ 47
3.7.5. Google Trends ..................................................................................................................... 48
3.7.6. Looker .................................................................................................................................. 48
3.7.7. Mailchimp Analytics ............................................................................................................ 48
3.8. GA4 met Merchandising shop en Floodit ................................................................................... 49
3.8.1. secties in GA4 ...................................................................................................................... 49
BeBold – Les 1 ............................................................................................................................ 50
Wat doen ze?..................................................................................................................................... 50
Agnostische aanpak ....................................................................................................................... 50
Marketing Automation: de basis ....................................................................................................... 51
Wat is marketing Automation? ..................................................................................................... 51
De Customer Journey ........................................................................................................................ 54
Lead Management......................................................................................................................... 55
Case ................................................................................................................................................... 59
Vakjargon........................................................................................................................................... 61
BeBold – Les 2 ............................................................................................................................ 63
Datacaptatie ...................................................................................................................................... 63
Leadcaptatie ...................................................................................................................................... 63
Gedragstracking............................................................................................................................. 64
Datakwaliteit en privacy ................................................................................................................ 66
Gegevensanalyse ........................................................................................................................... 67
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Personalisatie en segmentatie .......................................................................................................... 67
Campagnes ........................................................................................................................................ 69
First touch attribution model ........................................................................................................ 69
Last touch attribution model......................................................................................................... 70
Even touch attribution model ....................................................................................................... 70
Case ................................................................................................................................................... 70
Vakjargon........................................................................................................................................... 74
Be Bold – les 3 ............................................................................................................................ 75
Kiezen van juiste MA platform .......................................................................................................... 75
Keuze MA tool ............................................................................................................................... 75
De voordelen ................................................................................................................................. 76
De nadelen..................................................................................................................................... 76
Rapportage: de basis ......................................................................................................................... 77
Datagedreven marketing ............................................................................................................... 77
Cases .................................................................................................................................................. 80
Vandersanden ............................................................................................................................... 80
VUB ................................................................................................................................................ 83
Vakjargon........................................................................................................................................... 84
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INFO OVER HET EXAMEN
− Theorievragen
− Casevraag met theorie in verwerkt
− 3 onderdelen theorie (punten gelijk verdeeld over de 3 onderdelen)
o E-commerce
o Analytics (theoretische vragen in een case)
o Marketing automation
− 2 gastcolleges (!!!) in begin van semester
− Gebruik toetsingsvragen (staat in volgorde van slides)
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HOOFDSTUK 1: E-COMMERCE
1.1. STATUS E-COMMERCE IN BELGIË
E-commerce in België 2021 vs. 2022
België is later gestart dan andere landen met veel
online shoppen omdat dit niet altijd eenvoudig is
en het is vrij duur.
KMO’s pakken een dignificant deel af van de grote spelers.
Belgische e-commercetrends
De e-commercetrend in België ligt hoger dan het Europees gemiddelde. Ondanks de trage opstart
van e-commerce in België doen we het nu zelfs beter dan onze buurlanden.
Na een sterke stijging van het aantal webwinkels zijn we nu ook
tot een punt gekomen dat het aantal webwinkels stabiliseert.
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1.2. EXPORT
Export volume restores
− Internationale context
o Import
o Export (meer export dan import)
− Kloof wordt kleiner
o Mensen kopen meer lokaal
o Handelaren gaan internationaal en dit zorgt voor succes
Nederland en Frankrijk blijven de belangrijkste afzetgebieden voor de Belgische e-commerce. Het
Verenigd Koninkrijk boekt vooruitgang.
Het is belangrijk om
winst over te houden
aan e-commerce
1.3. KANAAL
Online (ver)kopen kan via…
− Je eigen:
o Webshop (soms dropshipping)
▪ Dropshipping = Een fulfillmentmethode voor webshops waarbij de online winkel
de aangeboden producten niet zelf op voorraad heeft. Zodra een dropshipping-
winkel een product verkoopt, koopt hij het artikel in bij een vaak buitenlandse
leverancier en laat het product rechtstreeks naar de klant verzenden.
o Social media e-commerce (eventueel link naar eigen webshop) (zie cursus Digital
Marketing Essentials)
→ Soms doorverwijzing via affiliate marketing / influencer marketing
− Affiliate marketing = het promoten van je producten of diensten via een blog, podcast,
socialmediakanaal of website van een ander bedrijf.
Een platform dat je niet zelf beheert:
− Online ‘supermarkten’ of marktplaatsen
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