Dit is mij samenvatting digital marketing uit het 2e jaar marketing aan de UCLL. Ik kreeg dit vak van Leen Artoos. Nadat ik bij men eerste zit gebuisd was heb ik voor mijn 2e zit deze samenvatting gemaakt. Hiermee behaalde ik een 14/20.
Ik weet dat dit vak niet meer bestaat nu. Volgens mij is het...
,Chapter 1 : Your business......................................................................................................................4
Mission..............................................................................................................................................5
Target group – behaviour..................................................................................................................5
Segmentation criteria....................................................................................................................5
Trends............................................................................................................................................6
Behaviour.......................................................................................................................................6
Competitive analysis..........................................................................................................................7
Positioning – Brand identity...............................................................................................................8
Chapter 2: Inbound marketing, objectives and KPI’s.............................................................................9
Inbound marketing............................................................................................................................9
Retargeting/remarketing.................................................................................................................11
KPI’s & metrics.................................................................................................................................12
Reach...........................................................................................................................................13
Relevance/Return........................................................................................................................13
Impact..........................................................................................................................................13
Budget performance....................................................................................................................14
Chapter 3: content marketing..............................................................................................................15
Step 1: Message & big topics...........................................................................................................16
Research for ‘Sweet Spot Content’..............................................................................................16
HHH-model..................................................................................................................................16
Big Topics – subtopics..................................................................................................................17
Step 2: editorial content plan..........................................................................................................17
Step 3: Create SMART content.........................................................................................................18
Step 4: Manage conversations.........................................................................................................19
Step 5: Measure success..................................................................................................................19
Tactics to create good content........................................................................................................20
User generate content.................................................................................................................20
Consistent tone of voice and view...............................................................................................20
Get inspiration from technical formats........................................................................................20
Create once, publish everywhere................................................................................................20
Get inspiration from the news or trending topics........................................................................20
Curated content...........................................................................................................................20
Chapter 4: SEM SEO.............................................................................................................................21
1. introduction.................................................................................................................................21
2. What is SEO?................................................................................................................................22
3. How do search engines find your site?........................................................................................22
2
, 4. How to improve your SERP results...............................................................................................22
Content........................................................................................................................................22
Technology...................................................................................................................................24
Authority......................................................................................................................................27
5. SEO versus SEA.............................................................................................................................28
6. SEO support tools........................................................................................................................29
Chapter 5: general guidelines social networks: organic & paid...........................................................30
Organic content (overload)..............................................................................................................30
Algorithms...................................................................................................................................30
People..........................................................................................................................................31
Paid content.....................................................................................................................................32
Objective......................................................................................................................................33
Targeting......................................................................................................................................33
Advertising auction/bidding systems...........................................................................................33
Campaign structure:....................................................................................................................34
Paid or organic content?..................................................................................................................34
Chapter 6: Social media landscape......................................................................................................35
Facebook.........................................................................................................................................35
YouTube...........................................................................................................................................35
Instagram.........................................................................................................................................35
TikTok..............................................................................................................................................35
Pinterest..........................................................................................................................................36
LinkedIn...........................................................................................................................................36
Twitter.............................................................................................................................................36
Snapchat..........................................................................................................................................36
Twitch..............................................................................................................................................37
Selecting the best channel...............................................................................................................37
Chapter 7: Facebook............................................................................................................................37
Facebook organic.............................................................................................................................38
Facebook paid..................................................................................................................................38
1. Objectives................................................................................................................................38
2. Budget & schedule...................................................................................................................40
3. Audience..................................................................................................................................40
4. Placements...............................................................................................................................41
5. create your ad..........................................................................................................................41
6. Manage your ads.....................................................................................................................41
3
, Insights for your ads.....................................................................................................................41
Chapter 8: Instagram...........................................................................................................................42
1. Instagram for professionals.........................................................................................................42
2. Instagram’s focus in 2022-23.......................................................................................................42
3. Instagram Algorithm....................................................................................................................44
4. Hashtags......................................................................................................................................45
5. Instagram & inbound marketing..................................................................................................46
Chapter 9: YouTube.............................................................................................................................47
1. How the YouTube Algorithm works.............................................................................................47
2. YouTube for business...................................................................................................................48
3. Advertising on YouTube...............................................................................................................48
Chapter 10: online advertising.............................................................................................................50
1. Display advertising.......................................................................................................................50
2. Native advertising........................................................................................................................51
3. Mobile..........................................................................................................................................52
4. Affiliate marketing.......................................................................................................................52
5. Referral Marketing.......................................................................................................................53
6. Programmatic Advertising...........................................................................................................53
7. Targeting in a cookieless world?..................................................................................................54
Chapter 1 : Your business
Building blocks digital strategy
4
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